QUANTITATIVE AND FINANCIAL ASPECTS OF TOURISM IN THE COUNTRIES OF SOUTHEAST EUROPE

Abstract

The purpose of this study is to identify key patterns, similarities, and differences in the development of the tourism sector in Southeast European countries through a comprehensive comparative analysis of quantitative and financial tourism indicators, as well as to examine its role in the broader regional and global context. The research covers nine countries in the region: Greece, Croatia, Romania, Albania, Serbia, Bulgaria, Bosnia and Herzegovina, Montenegro, and North Macedonia. The methodological framework is based on a quantitative analysis of secondary data obtained from relevant official statistical and institutional sources, with a particular focus on comparing tourism traffic indicators, generated revenues, and the degree of utilization of tourism potential. Descriptive and comparative statistical methods were applied in order to identify trends and changes over the observed period. Special attention is given to the periods before and after the COVID-19 pandemic, which allows for an assessment of structural changes caused by the global crisis. The results show significant variations among countries. Croatia, Albania, and Montenegro achieved above-average results due to coherent tourism policies, modernization of infrastructure, diversification of the tourism offer, and successful international promotional strategies. Their progress was further supported by a focus on sustainable development, improvements in service quality, and proactive involvement of the private sector in creating tourism products. In contrast, some countries still face limitations in terms of insufficient institutional capacity, investment barriers, and infrastructural shortcomings, resulting in lower resource utilization and reduced competitiveness in the global market. Slower adaptation to contemporary trends and limited promotion further hinder their position in the international tourism market. The study’s conclusions indicate that an integrated approach, involving the synergy of public and private sectors, regional coordination, and standard harmonization, represents a key prerequisite for sustainable tourism development. Such a model entails jointly defining strategic objectives, aligning development policies, and establishing an institutional framework that enables efficient exchange of relevant information, expertise, and innovative solutions among countries. The recommendations derived from the study include strengthening institutional and regulatory frameworks, promoting innovation and digitalization, enhancing sector resilience to crises through diversification of the tourism offer, and improving local community participation in decision-making processes. Additionally, joint marketing projects and regional initiatives can significantly contribute to positioning Southeast European countries as recognizable tourism destinations on a global scale, creating long-term benefits for all stakeholders in the sector. With this approach, the region could be positioned as a competitive and sustainable tourism destination, capable of responding to contemporary challenges and ensuring the conditions for long-term development.