World Tourism Day highlights digital trends and regional growth

On the occasion of World Tourism Day, themed ‘Digital Agenda and Artificial Intelligence to Redesign Tourism’, various nations are reporting diverse trends in their tourism sectors.

In the Balkans, Sarajevo has seen significant growth, with foreign tourists accounting for over 80% of arrivals. However, local challenges regarding urban cleanliness persist. North Macedonia reported over 741,000 visitors in the first seven months of 2026, with strong interest from Turkey, Germany, and Serbia. Meanwhile, Albania has been recognized by the World Economic Forum as the world's fastest-growing tourism market, showing a 7% increase in its development index.

In Bulgaria, the summer season is expected to conclude near previous year levels despite challenges such as inflation and high hotel prices. In Montenegro, towns like Šavnik and Nikšić are seeing increased visitor numbers and longer stays, driven by natural attractions and infrastructure improvements. Serbia reported over four million tourists in 2025, with Turkey being a primary market. Across these regions, there is a shared focus on integrating digital tools and AI to enhance visitor experiences and manage destinations more effectively.