The number of tourists visiting the Western Balkans continues to grow, with Kosovo, Albania, and Montenegro reporting increases in arrivals and expanding infrastructure to support the sector.
In Kosovo, hotel visits rose to 40,239 in March, a 2.2% increase compared to the same month last year, according to the Kosovo Agency of Statistics (ASK). Of those, 62.5% were foreign visitors and 37.4% were domestic. Overnight stays totaled 84,462, with 60.2% by foreign guests.
The Pristina region recorded the highest number of domestic visitors, while the Peja region saw the most overnight stays. Albania, Turkey, Germany, and Switzerland accounted for the majority of foreign tourists. Foreign arrivals increased by 4.7% compared to March 2024, ASK said.
Kosovo’s tourism growth comes as regional officials stress the importance of air connectivity. Montenegro’s Tourism Minister Simonida Kordic said new routes are key to boosting arrivals. “Each new route brings more tourists. That’s why we launched a direct flight to Sofia and are discussing joint tourism initiatives with Bulgaria,” she said during a meeting with Air Montenegro’s Executive Director, Vukadin Stojanovic.
Stojanovic reported strong business performance for the state airline and announced summer connections with four French cities—Paris, Nantes, Lyon, and Lille. Air Montenegro plans to operate up to 10 year-round routes in 2025, with record-high passenger loads reported in February and March.
In Albania, tourism continues to thrive. Last year, the country welcomed 11 million visitors, and expectations for 2025 are as high as 13 million, according to tourism expert Rigers Beqiri.
“Tourists come for the personalized experience that Albanians offer. Albania has something unique to offer—from the mountains of Theth and Valbona to the beaches along the coast, and historic cities like Tirana, Kruja, and Berat,” Beqiri told KosovaPress.
However, rising tourist numbers present challenges. Beqiri warned that service quality and standards must improve to meet visitor expectations. “A business might advertise five-star service but deliver three-star quality,” he said, calling for better service standardization.
Workforce shortages also remain a concern across Europe. Albania has responded by hiring foreign workers to fill gaps in the tourism sector.