Published on
January 11, 2026
Albania has successfully united Croatia, Montenegro, Serbia, Bosnia and Herzegovina and North Macedonia to create the most explosive tourist market in South-Eastern Europe. In 2025, tourism in these countries is reaching new heights, leaving behind some of Europe’s top destinations. Tourism growth across this region is nothing short of extraordinary, as Albania and its neighbours capitalize on their unique attractions, cultural heritage, and stunning landscapes. From the Adriatic coast to the rolling hills of the Balkans, the SEE region is drawing in more visitors than ever before. With improved infrastructure, strategic marketing, and a rising global interest in less-explored destinations, South-Eastern Europe has become the go-to destination for travellers looking for authenticity and adventure. As the region flourishes, the tourism growth across these countries is setting a new standard for Europe in 2025.
Albania: A Rising Star in the Balkans’ Tourism Scene
Albania is emerging as one of the brightest tourism stars in South‑Eastern Europe. In 2025, the country has seen a significant rise in international tourist arrivals, with foreign visitors flocking to its pristine beaches, historic sites, and natural beauty. The Albanian government’s focus on improving infrastructure and promoting the country internationally has paid off. According to official reports, Albania saw a 6.6% year‑on‑year increase in foreign tourist arrivals, with many visitors coming from Italy, Greece, and other parts of Europe.
Tourism has played a vital role in Albania’s economic growth. The country’s tourism sector has become a cornerstone of its economy, boosting local businesses, providing employment opportunities, and increasing foreign exchange earnings. Small businesses, particularly in the hospitality sector, have seen substantial growth. Cities like Tirana, Durres, and Shkodra are now hubs for tourism-related activities, ranging from sightseeing tours to adventure tourism in the Albanian Alps.
Albania’s emphasis on eco-tourism and cultural tourism has also attracted visitors interested in more sustainable travel options. The country’s pristine natural landscapes, including the UNESCO-listed Gjirokastër and Berat, offer visitors a chance to explore unique cultural heritage sites while contributing to local economies.
Montenegro: Stability in Tourism Amid Economic Challenges
Montenegro, famous for its stunning Adriatic coastline, continues to rely heavily on tourism as a driver of its economy. In 2025, Montenegro is seeing steady growth in tourist numbers, especially from neighbouring countries and European visitors. The country’s coastal cities, particularly Kotor, Budva, and Tivat, remain top destinations for beach holidays, cultural tourism, and luxury travel.
While the tourism sector has performed well, Montenegro faces economic challenges in other areas. The country is experiencing slower growth compared to its regional counterparts, with projected GDP growth at just 2.6% in 2025. The key factors contributing to this include rising labour costs and energy shortages, which are impacting local businesses across various sectors. Despite these challenges, the tourism industry continues to perform well, supporting the local economy through hotel stays, restaurants, and entertainment, while helping to create jobs for the local population.
Montenegro’s tourism strategy focuses on attracting high-value tourists, such as those seeking luxury cruises, high-end hotels, and wellness retreats. As the country invests in sustainable tourism and expands its services, the sector is poised for continued success in the coming years.
Croatia: Record-Breaking Tourism in 2025
Croatia’s tourism sector is on track to break records in 2025, with the country expecting to surpass 15 million tourist arrivals. Famous for its Adriatic coastline, UNESCO heritage sites, and national parks like Plitvice Lakes, Croatia remains one of Europe’s top travel destinations. The Croatian government’s focus on tourism diversification — including eco-tourism, cultural tourism, and adventure holidays — has ensured the country’s continued growth despite global challenges.
In 2025, Croatia saw a 10% increase in tourism revenues, with tourist arrivals and overnight stays reaching new heights. The coastal regions of Dalmatia and Istria are particularly popular, as are the historic cities of Dubrovnik, Split, and Zagreb. The rise in luxury cruises and high-value tourism has boosted the country’s GDP, making tourism a key contributor to the economy.
The impact of tourism on employment in Croatia is also significant, with many locals working in the hospitality, transport, and service sectors. The country’s tourism model is focused on creating jobs for young people and improving the quality of services for both domestic and international visitors.
Bosnia and Herzegovina: A Growing Destination with Untapped Potential
Bosnia and Herzegovina is a hidden gem in the Balkans, slowly gaining recognition as a tourism destination. In 2025, the country experienced a steady increase in tourist arrivals, particularly from neighbouring countries and Western Europe. Sarajevo, the capital city, is attracting visitors interested in its rich Ottoman history, cultural festivals, and winter sports, while cities like Mostar and Tuzla are becoming popular spots for cultural tourism.
Despite the growing tourism sector, Bosnia and Herzegovina faces challenges in terms of infrastructure development and tourism diversification. The country’s reliance on a few key cities for tourism has resulted in seasonal fluctuations in visitor numbers. However, the rise in adventure tourism and outdoor activities, particularly in the mountainous regions, presents an opportunity for Bosnia to attract more visitors year‑round.
Bosnia’s tourism growth potential is significant, particularly if the country can improve its infrastructure, enhance its marketing efforts, and focus on niche travel experiences such as eco-tourism, adventure tourism, and culinary tours. As the country’s tourism offerings expand, it is likely to see a boost in tourism revenue and employment opportunities for its population.
Serbia: A Steady Performer in the Regional Tourism Landscape
Serbia, known for its vibrant culture, historic sites, and thriving music scene, continues to attract international visitors. In 2025, Serbia welcomed 1.59 million tourists in the first half of the year, with many travellers coming from neighbouring countries, including Hungary, Romania, and Croatia. Belgrade, Serbia’s capital, is a hotspot for young tourists interested in nightlife, music festivals, and historical landmarks.
While Serbia’s tourism sector is growing, it faces challenges such as political instability and limited infrastructure in some parts of the country. Despite these issues, the country’s tourism economy remains resilient, with visitors flocking to Novi Sad, Niš, and Subotica for cultural experiences, events, and festivals.
Serbia’s tourism strategy in 2025 focuses on developing regional tourism routes, improving infrastructure, and capitalising on cultural and heritage tourism. The country has made strides in attracting more international tourists and is on track to expand its tourism industry further in the coming years.
North Macedonia: Tourism Growth and Economic Contribution
North Macedonia, a small but increasingly popular destination in South‑Eastern Europe, is seeing a rise in tourist arrivals and overnight stays in 2025. Lake Ohrid, one of the oldest and deepest lakes in Europe, remains a major attraction, drawing visitors who appreciate the region’s natural beauty, ancient monasteries, and outdoor activities. North Macedonia’s rich cultural heritage and growing hospitality sector are driving this tourism boom.
In 2025, North Macedonia has also benefited from its strategic position in the Balkans, making it an appealing destination for European travellers seeking a more affordable and less crowded alternative to neighbouring countries. The country’s commitment to tourism infrastructure development, including new hotels and transport links, has helped boost tourism and economic growth.
With 9% growth in foreign tourist nights in 2025, North Macedonia is increasingly becoming a go‑to destination for those interested in cultural tourism, eco‑tourism, and outdoor adventures. The country’s low‑cost, high‑value offering has contributed to its growing tourism revenue and employment opportunities in the hospitality and service sectors.
Future of Tourism in South‑Eastern Europe
The future of tourism in South‑Eastern Europe looks promising, with growth expected to continue, particularly in countries like Albania, Montenegro, and Croatia. The rise in regional cooperation, infrastructure improvements, and tourism diversification are all contributing to the region’s resilience. While the global economic outlook remains uncertain, the tourism sector in South‑Eastern Europe is expected to remain a key driver of growth in 2025 and beyond.
For the region’s tourism economies, the focus should be on sustainable development, climate resilience, and cultural preservation, ensuring that the tourism boom does not come at the expense of the environment or local communities. With smart investment, targeted marketing, and a focus on experience-based tourism, South‑Eastern Europe can continue to thrive as one of the most exciting travel destinations in Europe.
Tourism as a Cornerstone of South‑Eastern Europe’s Economic Growth
Tourism in South‑Eastern Europe is proving to be the backbone of economic stability, offering opportunities for growth, job creation, and cultural exchange. Albania, Montenegro, Croatia, Bosnia, Serbia, and North Macedonia are all benefiting from the rise in tourism, with each country making strides to improve their tourism infrastructure, diversify offerings, and attract more visitors. As we move further into 2025 and beyond, tourism will remain a crucial pillar of the region’s economic success.
By continuing to develop sustainable tourism models and enhancing regional cooperation, South‑Eastern Europe has the potential to emerge as one of the most sought‑after travel destinations globally, attracting millions of visitors each year and creating a positive impact on local economies.
Source: Seenews, EBRD, Balkan travel, Albanian Daily News
