SKOPJE, July 25 (BalkanView) – The global tourism recovery has entered a new phase, with several Balkan destinations outperforming parts of Central and Western Europe as international travel patterns continue to shift, according to the OECD’s Tourism Trends and Policies 2026.
The OECD data show that many established tourist destinations have yet to recover to their 2019 international visitor levels. Hungary recorded a 15% decline in arrivals between 2019 and 2025, while Romania remained 4% below pre-pandemic figures. Germany (-6%), Italy (-5%) and Slovakia (-2%) also continued to trail their pre-COVID performance.
The figures contrast with the growing appeal of much of Southeast Europe, where countries such as Albania, Montenegro and Croatia have experienced sustained tourism growth in recent years, supported by competitive prices, expanded low-cost air connections and increasing international visibility.
Romania’s relatively modest decline suggests that tourism has largely stabilised, but the country continues to face competition from neighbouring destinations that have attracted growing numbers of international visitors. Security concerns linked to the war in neighbouring Ukraine may also have influenced travel decisions, although the OECD report does not attribute the decline to specific factors.
Hungary has experienced one of the largest declines among European Union members. Industry observers point to slower recovery in long-haul travel, particularly from Asia, alongside increased competition from emerging destinations across Southeast Europe.
The Western Balkans have benefited from changing travel preferences as European tourists increasingly seek affordable alternatives to traditional Mediterranean destinations. Albania has become one of the region’s fastest-growing tourism markets, while Montenegro continues to attract visitors to its Adriatic coast and Croatia has maintained strong demand despite higher prices.
North Macedonia and Bosnia and Herzegovina have also expanded their tourism sectors, although from a smaller base, increasingly promoting nature tourism, cultural heritage and city breaks to diversify beyond seasonal travel.
Improved air connectivity has reinforced the trend. The expansion of low-cost carriers has linked more Balkan airports with major European cities, making destinations across the region more accessible than before the pandemic.
The changing tourism landscape presents both opportunities and challenges. While rising visitor numbers support economic growth, employment and foreign currency revenues, governments across the Balkans face increasing pressure to improve transport infrastructure, expand accommodation capacity and protect natural resources from overdevelopment.
The OECD figures suggest that Europe’s tourism map is gradually shifting. While several traditional destinations continue to recover, the Balkans are emerging as one of the continent’s strongest-performing regions, reflecting broader changes in traveller preferences rather than a temporary post-pandemic rebound.