The tourism industry’s remarkable recovery from the coronavirus pandemic is highlighted by this year’s ITB fair, featuring over 5,800 exhibitors from 170 countries.

Evidence of this rebound is further supported by a survey released at the fair’s onset, revealing the continuous desire of Germans to travel. Despite facing inflation and rising costs, German citizens remain unwilling to cut back on travel spending.

Romeo Dragičio, director of the Croatian Tourist Board in Frankfurt, corroborates this sentiment: “Feedback from our partners at the fair suggests that prices in Croatia are aligned with those at other Mediterranean destinations. German families are indeed feeling the pinch from inflation and may have tighter budgets, but vacations hold significant importance for them, and they are unlikely to forgo travel, so for now, pricing isn’t a major barrier,” Dragičio is confident.

The topic of prices has also been a focal point in Germany, especially during recent consumer protests against Croatian retail chains, leading to discussions about price comparisons between Croatian and German stores that could influence prospective tourists’ choices of vacation spots.

Albania – the rising star of Berlin

There are plenty of alternative destinations appealing to travelers who find Croatia too pricey. This year, Albania serves as the partner country at the Berlin fair. It shares several advantages with its northern Adriatic neighbors but offers far more attractive pricing.

Not long ago, only a few tens of thousands of Germans visited Albania each year; however, that number surged to 350,000 last year and continues to rise, bolstered by the advent of low-cost airlines.

While these figures are still dwarfed by the roughly 3.5 million Germans who vacation in Croatia each year, the trend is clear: Albanian tourism is experiencing an annual growth rate of 15 percent.

Montenegro: The budget-friendly alternative to Croatia?

Montenegro, nestled between the regional tourism giant Croatia and the emerging destination Albania, still holds potential as a more affordable option.

“Travelers who deem Croatia too expensive can easily continue their journey to Montenegro for better prices,” states Michael Bader, chairman of the Tourism Committee at the German-Montenegrin Economic Association. He acknowledges that Montenegro has also faced global price hikes but highlights the efforts of local tourism professionals to combat this trend.

Bader notes that an annual pass for all of Montenegro’s national parks has remained a modest 13.50 euros since the year’s start. In contrast, a single admission to Croatia’s Plitvice Lakes costs 40 euros. This pricing strategy is aimed at attracting visitors to explore not only the Montenegrin coastline but also the beautiful northern regions and their numerous national parks.

Skiing in the north, swimming in the south of Herzegovina

This year’s Bosnia and Herzegovina stand is noticeably more expansive than last year’s, with many tourism boards in attendance. This reflects a desire to enhance the country’s appeal to visitors, particularly from nearby markets like Germany, where it remains less recognized as a tourist destination.

Diversity is key, with offerings ranging from Sarajevo’s unique attractions to the many national parks and a small yet appealing coastline.

Among the most varied regions is the Herzegovina-Neretva Canton. Krešimir Miličević, a senior associate of the Tourist Board of that canton, explains that the area aims to attract tourists with its diverse offerings.

“You can ski in the northern part of the canton, participate in the significant pilgrimage to Međugorje, explore the cultural treasures of Mostar, and enjoy the beaches in Neum,” Miličević tells DW, adding that the one-hour travel time between Mostar and Neum is a considerable advantage due to its proximity and good connectivity.

Is Belgrade becoming a gastronomic hub?

However, the relatively low representation of tourism related to gastronomy in the region indicates that Southeast Europe remains largely unfamiliar to many international visitors, particularly from Germany. Serbia aims to change this by enhancing its offerings beyond rural and wellness tourism.

“Gastronomy has emerged as a noteworthy potential in Serbia, particularly after we received our first two Michelin stars and 23 restaurants earned recommendations from Michelin,” stated Marija Labović, director of the Tourist Organization of Serbia, to DW.

In addition to gastronomic tourism, Serbia is focusing on promoting short city breaks during the Berlin fair, alongside its initiative for “Expo 2027.” There are hopes that the current tally of 130,000 German tourists annually can grow significantly.

However, the latest statistics regarding flight prices revealed at the ITB fair may dampen the optimism among tourism professionals. A 19 percent drop in flight availability is anticipated at the start of the summer season compared to the pre-pandemic year of 2019.

“Decreased flight availability and escalating airport fees are driving up costs,” the German Airline Operators Association stated.

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