May 6, 2026
Regional Tourism: Market Coordination and Regional Product Development | Learning Brief
🌍 What does it take to unlock the full potential of regional tourism?
It’s not just about promoting destinations.
It’s about coordination, collaboration, and building products that go beyond borders.
Across the Eastern Partnership and Western Balkan countries, tourism markets are often fragmented—rich in assets, but limited in integration and joint offer development.
From fragmented offers to integrated regional routes, the shift requires trust, alignment, and shared value creation.
A new RECONOMY learning brief, developed within the RECONOMY program (funded by Sweden and implemented by Helvetas), explores regional tourism through the lens of market coordination and regional product development.
Authors
Zenebe Uraguchi
Lilit Arzoyan
Stojan Mishev
Sabin Selimi
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