''National Geographic Traveler'' (edited once a decade) ranks Montenegro among the "50 Places of a Lifetime", and the Montenegrin seaside Sveti Stefan was used as the cover for the magazine. The coast region of Montenegro is considered one of the great new "discoveries" among world tourists. In January 2010, ''The New York Times'' ranked the Ulcinj South Coast region of Montenegro, including Velika Plaža, Ada Bojana, and the Hotel Mediteran of Ulcinj, among the "Top 31 Places to Go in 2010" as part of a worldwide ranking of tourism destinations.