Beyond Political: Tourism (re)shaping the image of the Balkans

Abstract

This paper explores the evolution of the Balkans' historically negative image, rooted in political instability, conflict, and cultural narratives, into one that is increasingly shaped by tourism. Long perceived as a region of division and insecurity, the Balkans are undergoing a transformation fueled by the growing recognition of their cultural, historical, and natural assets. International tourism has been instrumental in altering external perceptions by promoting the region’s distinct attractions and fostering a departure from a collective "Balkan" identity towards the development of unique national tourism brands. These efforts reflect a strategic reimagining of the region, positioning it as an appealing destination within global tourism networks. By analyzing the interplay between historical stigma and contemporary branding strategies, this study highlights tourism's role as a catalyst for reshaping the Balkans' image, contributing to its economic growth and global integration. This shift illustrates how tourism can redefine regional identities and challenge outdated stereotypes, presenting the Balkans as a diverse and welcoming destination.