The Ulcinj "south coast" region of Montenegro is a popular tourist destination. In January 2010, The New York Times ranked the south coast region of Montenegro, featuring Velika Plaza and Ada Bojana, as among "The Top 31 Places to Go in 2010"[8] The citation was part of a worldwide ranking of travel destinations.
The summer time in particular, is a popular time for visitors to Ulcinj. Although still undiscovered by many travelers from larger countries, repeat tourists and an increasing amount of first time visitors make Ulcinj a hot spot for vacationers between the months of May and September. It is most famous for its beaches, which are considered the most beautiful in Montenegro. The most valuable resource of the Ulcinj riviera is Velika Plaza / Plazha e Madhe (literally "Big Beach"), which is a 12 km (7.5 mi) long portion of sandy beach - the longest on the Montenegrin coast. There is also a beach that holds the name Mala Plaža ("Plazha Vogel") which is much smaller in size, but is very popular with visitors. "The Korzo" as it is called by locals, is a strip-like walkway ligning the small beach. At night during the summer months, young tourists walk past one another while bright lights decorate the street and live music invades their ear drums. It is said that some of the most beautiful girls in South Eastern Europe, visiting Ulcinj as tourists, can be found walking about the Korzo on a nightly basis. There are many more less known smaller beaches that serve as a get-away to many people looking to catch their breath.