Albania, Slovenia, Bosnia and Herzegovina and Montenegro: Europe's hidden gems set to break records in 2025
The year 2025 has brought exceptional tourism growth for Albania, Slovenia, Bosnia and Herzegovina, and Montenegro. Once underestimated destinations, they are now recording historic visitor numbers thanks to favourable prices, authentic experiences, and natural beauty that can rival more well-known European destinations. Modernised infrastructure, improved air connectivity, and travellers' desire to avoid overcrowded cities have turned these countries into true stars of the European tourism scene.
Albania – from Mediterranean secret to hit destination
Albania attracted a record 11.7 million visitors in 2024, and the growth trend is continuing in 2025. In May alone, 1.68 million entries were recorded, of which almost a million were foreign tourists. New low-cost flights, attractive prices, and growing popularity on social media have created real demand, while infrastructure projects like the Llogara Tunnel are further facilitating access to the coast. Tirana Airport „Mother Teresa” carried over 10.7 million passengers in 2024, connecting tourists to the Riviera, the Albanian Alps, and Lake Koman. In addition to beaches and mountains, the cultural offering is strengthening through projects like the Namazgah Mosque, the largest in the Balkans. Adventurers enjoy hiking, kayaking, and speleology, while festivals like UNUM combine music and local tradition.
Slovenia – sustainable tourism in the heart of Europe
Slovenia hosted around 5 million foreign tourists in 2024, and in 2025 continues to grow with 2.1 million foreign arrivals in the first six months, which is 111% more than last year. Sustainable development, unspoilt nature and vibrant cities attract more and more visitors. Ljubljana, one of Europe's greenest capitals, offers the charm of a car-free old town, while Bled and Triglav National Park enchant nature lovers. Ljubljana Jože Pučnik Airport recorded 1.44 million passengers last year. Popular activities include hiking, cycling and kayaking, while the Kurentovanje in Ptuj provides a unique cultural experience.
Bosnia and Herzegovina – authenticity at affordable prices
Bosnia and Herzegovina is experiencing strong growth in air traffic, with flights from the United Kingdom increasing by almost 300% in 2024. In 2025, tourism indicators continue to grow, and the country is positioning itself as a more affordable and authentic alternative to overcrowded Mediterranean destinations. Sarajevo, Mostar, Kravica Waterfalls and Una National Park are just part of the rich offering. Access is straightforward, thanks to airports in Sarajevo, Banja Luka, Tuzla and Mostar. Adventure tourism is on the rise – rafting, canyoning and cycling routes are becoming increasingly popular, while summer cultural festivals in Sarajevo and Mostar further enrich the offering.
Montenegro – a blend of sea and mountains
In 2024, Montenegro had 2.8 million passengers through its airports, and in the first seven months of 2025, it recorded a 71% increase. Tivat and Podgorica connect visitors to the Bay of Kotor, Durmitor National Park and the Tara Canyon. An advantage over neighbouring Croatia is less congestion, and a focus on sustainability further enhances the destination's image. Hiking, boat trips, kayaking and rafting attract adventurers, while coastal festivals combine the sea and culture.
Record arrivals, better connectivity, competitive prices and authentic experiences make them serious competitors to traditional European hotspots. With a focus on sustainability and local experiences, these destinations have the potential to become long-term leaders of the new wave of European tourism.
