INVOLVING LOCAL COMMUNITIES IN TOURISM DEVELOPMENT: OPPORTUNITIES FOR THE WESTERN BALKANS REGION

This briefing draws on limited desk-research to look into the involvement of local communities in tourism in the Western Balkans Six (WB6) which refers to Albania, Bosnia and Herzegovina, Kosovo, Montenegro, North Macedonia and Serbia. References to Croatia and other countries are used to illustrate and as appropriate compare the data with WB6 countries. Particularly, it aims to highlight the related advantages, opportunities and challenges, and encourage comprehensive research and analysis in this topic which seek to share experiences and lessons learned across the region and inform future interventions. It begins with a snapshot on recent developments and trends in tourism in the WB, followed by opportunities and challenges, and ends with conclusions. 

As the number of tourists and the tourism offer is growing every year, it is of utmost importance that stakeholders develop products with sustainability in mind. Focus on quality and authenticity, long-lasting benefits for the local community, and the preservation of natural heritage and the environment are crucial. Tourism relies on the goodwill and cooperation of local people because they constitute an integral part of its product. Development and planning needs to be aligned with local aspirations and capacity, as local resistance and hostility to any initiatives will inevitably be harmful to its tourism potential. When the sector prospers with the involvement of locals, the local communities also prosper. No doubt, if done correctly, tourism can empower local communities, foster intercultural understanding, preserve cultural heritage and protect the environment. Involvement of the local community creates more sustainable tourism with increased transparency and accountability. Local communities are more involved when the government or external actors prioritise them, as seen in Albania, Croatia and Serbia. Linking agriculture with tourism whereby restaurants and hotels serve local produce to tourists provided by farmers would advance sustainable tourism and employment. This could include communities that live in less attractive and hard-to-reach areas but with good potential for tourist products, as seen in Montenegro and Kosovo which provide incentives for certain communities to develop their products. Similarly, increasing attractiveness of rural areas can add to putting these areas on the map. 

This briefing was written by Fleur Slenter. Comments were provided by Nita Bicurri, Marina Queins and Ben Jones. It was edited by Gresa Rrahmani and Astrit Istrefi, and designed by Bernard Nikolla.

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