Selim Ibraimi- In the modern world, it has become impossible for the vast majority of light industry, heavy industry, or the economy not to be linked to geopolitics. In this context, tourism, which was once not seen as profitable, is now highly developed in the Western Balkans. It is even seen as a geopolitical lever for some countries.
Thus, the interaction of tourism and geopolitics provides a strong connection between the main branches of the economy. In this regard, some Balkan governments and the EU have been vocal that without the proper development of tourism, even integration into the union will be more difficult. The EU has not been late with financial means for the Balkans.
The EU Growth Plan of 6 billion euros, for some, has taken shape with concrete steps from the countries themselves that are interested in the Growth Plan, which affects development and tourism, having a direct impact on their local and national economies. Some governments have gone further, preparing a stable legal framework in the field of tourism investments, whether mountain or coastal.
Here, too, the EU has been ready to pay the specified financial amount to the respective Balkan governments. While some governments are delaying, for known political reasons, lack of organization of institutions, stagnation in reforms, or even internal social unrest. Some of the government institutions have notified the EU that they are ready for the money, but Brussels has announced that if reforms are not made and the projects fail, the financial means must be returned.
Let us return to the Growth Plan, where many events in the Balkans will be affected by this megaproject. The Growth Plan is a comprehensive project for the Balkans to achieve the goals of the EU and to develop equally with the EU member states. Here, a special area that, as we emphasized above, is tourism, since in the past governments have paid very little attention to it.
Some Balkan countries, after the fall of communism, promised to do more, but in reality, the opposite happened. Many financial resources destined from abroad for modern tourism have been misused either by local authorities or by central government officials. Also, several other reasons have influenced such behavior and actions. In concrete terms, some of the Balkan countries have abandoned the socialist model of tourism and have embraced the Western model or one of the best models of developed countries in this very profitable field. As an example, here is Albania, which has shown great success in tourism considering its past.
If we take a look at other countries, we will see a radical change in the mentality and style of Western economies that run institutions in Albania, and are very poorly managed in North Macedonia, Bosnia and Herzegovina, or even in Serbia.
Also, in some parts of these countries, we can see old-style tourism with signs of the models of the former socialist system of tourism management. The current situation has not produced anything for the population, for example, in North Macedonia, Serbia, Bosnia and Herzegovina, and in some underdeveloped parts of Kosovo, the situation remains deplorable.
Unlike other Balkan countries, according to Albanian government officials, the country has strengthened its reputation as a major travel destination, attracting close to 11 million foreign visitors in 2024, an increase of 15.2% compared to 2023. Albania is considered a rising star for 2025. Tourism accounts for over 21 percent of the country’s GDP. The Albanian Riviera is now the geopolitical center of Albania and the Balkans. Tourism in the last two decades has provided Albania with links to the EU and the world. Albania has given some signs that it has the potential to attract foreign investors. Here we can mention the recent announcements about the purchase of the island of Sazan by the couple Ivanka Trump and Jared Kushner. Other cases leave their mark on the fact that Albania is part of the modern ecosystem that includes tourism.
Croatia has also been the main destination for citizens of EU countries, Canada, the US, and many other countries of the world for decades. Tourism includes over 20 percent of GDP. The Croatian coast is the main supporter of the Croatian economy.
Montenegro also enjoys an extraordinary reputation in the world with its coastline. Montenegro is strongly supported by tourism revenues, which go up to 24 percent of GDP. Despite the development, Podgorica lags behind Albania and Croatia. Montenegro has suffered in tourism from Serbian and russian influence. It is likely that in the coming years, this area will develop more. When we think about North Macedonia, Bosnia and Herzegovina, Serbia, and Kosovo, due to the lack of stability and the old mentality, tourism remains at low levels. The models they have used or continue to practice do not change from those of the years of the economy of the former communist states. Current trends in these countries show that the aforementioned countries are far from what we once saw in Yugoslav tourism on the Adriatic.
All three countries, such as North Macedonia, Bosnia and Herzegovina, and Serbia, although with great potential, show mainly signs of continuity of the previous Eastern systems of tourism management. We can say that for certain purposes, we do not have an influx of foreign knowledge and technology from the Western or even Asian world. Despite the challenges and unwillingness to appear as developed countries, the governments of the Balkan states should finally seize this opportunity that stems from the EU Growth Plan, the Berlin Process, and international funds.
To solve existing problems, to pursue reforms, to use all EU funds, to build bridges and transport infrastructure for better mobility, the will remains the main driving force to have a tourism of the time that can also be put at the service of larger geo-economic projects. For example, the “Adriatic Highway” initiative and others that have stalled between the states in the Balkans require will and a peaceful approach between governments so that one day the large projects become geopolitical realities as strategic bridges between the West, the South of the Balkans, the arab world, Asia, and beyond.
Thus, the region would regain its previous geopolitical importance not only in the field of tourism, but also in keeping other corridors and large projects of international powers alive. To reach the Adriatic coastal states, the Persian Gulf states in the Middle East, etc., the states that have stalled in this area and cannot achieve a healthy dynamic, must first resolve historical disputes and establish rules that favor tourism, just as the european states did when they emerged from World War II.
At the moment, the aspirations of the Balkan states are divided in the field of tourism and can hardly keep the will of the inhabitants united for a healthy, impartial, and profitable tourism. The Balkan states, in addition to summer tourism, have a good chance of finally trying to unite in winter tourism, where such centers are not lacking in the Balkans. Cultural tourism is an example that has been promoted very little in North Macedonia, Kosovo, Serbia, and Bosnia and Herzegovina. This requires infrastructure and manpower, which are lacking in the Balkans for well-known reasons. While some countries will remain in the past and some will make the required reforms, tourism for some will be used as a way of development, influence, and promotion. While for some countries, it is likely to be put into the function of disputes.
Let us believe that tourism will take its rightful role and place in the budgets of Balkan governments in the service of resolving disputes and economic growth.
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