Ulcinj became a part of the Kingdom of Montenegro from 1878 until 1918 when Montenegro was absorbed into the Kingdom of Serbia for a short time before all would be incorporated into the first of the Yugoslav federations at the end of the year. As the southernmost city of the coast of the Kingdom of Yugoslavia, Ulcinj had a strong turnaround in the 1930s with the development of the tourist industry. At that time hotels were built such as , Republic, Jadran and Koop (later Galeb).
Ulcinj is a tourist destination in summer. In January 2010, the New York Times named ranked the south coast region of Montenegro, featuring Velika Plaza, Ada Bojana, and the Hotel Mediteran, as one of The Top 31 Places to Go in 2010.

Although Ulcinj is still undiscovered by many travelers from larger countries, repeat tourists and an increasing amount of first-time visitors make it a hot spot for vacationers between the months of May and September. It is most famous for its sandy beaches. The most valuable resource of the Ulcinj riviera is Velika plaža

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