The Balkans
The Balkan region, a gateway between Europe and Asia, is a treasure trove of history, culture, and natural wonders. Known for its pristine landscapes, ancient heritage, and vibrant traditions, the Balkans have become a magnet for international travelers. However, the recent surge in tourism has brought challenges, such as overtourism, environmental degradation, and economic dependency, making sustainable tourism vital for the region's future.
At UCSL, we partner with local stakeholders to address these challenges through the implementation the Global Sustainable Tourism Council (GSTC) Criteria. Our mission is to empower businesses to adopt sustainable practices that not only preserve the region's unique character and natural beauty but also foster long-term sustainable development.
At UCSL, we partner with local stakeholders to address these challenges through the implementation the Global Sustainable Tourism Council (GSTC) Criteria. Our mission is to empower businesses to adopt sustainable practices that not only preserve the region's unique character and natural beauty but also foster long-term sustainable development.
Why Sustainability Matters for Tourism in the Balkans?
A Biodiversity Hotspot
The Balkans host 35% of Europe’s flora and fauna, making it one of the most biologically diverse regions.
A Cultural Mosaic
The region offers unparalleled cultural experiences, from Ottoman-era architecture to UNESCO World Heritage Sites like Dubrovnik and Meteora.
Tourism Growth
Over 25 million visitors explored the Balkans in 2023 alone, emphasizing the need for sustainable tourism practices.
Overtourism: A Growing Concern in the Balkans. The Seven Rila Lakes, Northwestern Rila Mountain, Bulgaria. © Steliyan Dimitrov on Unsplash
Spotlight on the Western Balkans
The Western Balkans hold a special focus in our Balkan program. Over the past year, the region has experienced a remarkable 23% increase in tourist arrivals and a 27.5% rise in overnight stays. In the post-pandemic travel landscape, the Western Balkans are gaining recognition as an emerging destination with a wealth of hidden gems. Boasting unparalleled natural beauty, rich cultural heritage, and innovative sustainable tourism practices, the region offers travelers a truly unique and transformative experience.
As global interest in eco-friendly and sustainable travel continues to grow, the Western Balkans are embracing strategies centered on environmental preservation and cultural stewardship. Sustainability lies at the heart of the region’s tourism agenda, with countries like Serbia, Albania, and Montenegro leading the way. These nations are actively implementing initiatives that promote eco-friendly travel, safeguard cultural heritage, and protect natural environments. Together, these efforts aim to preserve the Western Balkans' invaluable natural and cultural treasures for generations to come.
As global interest in eco-friendly and sustainable travel continues to grow, the Western Balkans are embracing strategies centered on environmental preservation and cultural stewardship. Sustainability lies at the heart of the region’s tourism agenda, with countries like Serbia, Albania, and Montenegro leading the way. These nations are actively implementing initiatives that promote eco-friendly travel, safeguard cultural heritage, and protect natural environments. Together, these efforts aim to preserve the Western Balkans' invaluable natural and cultural treasures for generations to come.
Our Regional Expert
Regional Representative and Lead Auditor in Balkan Region
UCSL's presence in the Balkans is spearheaded by our dedicated regional representative and lead auditor based in Albania. Through the implementation of the GSTC Criteria, we are proud to support the region in setting a benchmark for sustainability, creating opportunities for mindful travelers and empowering local stakeholders to thrive.
Representative and GSTC Auditor in the Balkan Region
Madlina’s commitment to sustainable tourism goes beyond professional achievements – it reflects her passion for preserving the rich cultural and natural heritage of the Balkans. Her ability to unite stakeholders and develop actionable solutions makes her an invaluable part of UCSL’s mission to drive meaningful and lasting change in global tourism.
With Madlina’s leadership, UCSL Balkans is set to drive meaningful progress, empowering the region’s tourism sector to align with the highest global standards and contribute to its more sustainable future.
Strategic partnerships and adherence to certifications are the foundation of innovation, climate action, and resilience in tourism. Joining UCSL allows me to support tourism businesses across the Western Balkans in adopting GSTC certification and making sustainability a cornerstone of their success. This work is about fostering meaningful, lasting change – preserving heritage, protecting the environment, and empowering communities.”
Based in Tirana, Albania, Madlina Puka brings over 20 years of experience in sustainable tourism policy, planning, and regional cooperation to her role as UCSL’s Representative and Lead Auditor for the Balkans. Holding a PhD in Sustainable Tourism and a background in Tourism Management, Madlina is also a researcher at the University of Tirana. Her work seamlessly integrates academic expertise with practical application, helping to advance sustainability across the dynamic Balkan region.
Fluent in Albanian, English and Italian, Madlina has a unique ability to connect with diverse stakeholders and foster collaboration. She has worked with leading global organizations such as UNDP, the World Bank, the EU, and the Regional Cooperation Council to drive impactful initiatives across Albania and the Western Balkans. Her efforts have focused on aligning GSTC standards with local realities, empowering governments, businesses, and destinations to adopt sustainable practices.
A GSTC member since 2019 and a respected speaker at international conferences, including the GSTC Global Conference 2023 in Antalya, Madlina is recognized as a leading regional expert in sustainable tourism. Her expertise spans sustainability certifications, value-chain assessment, stakeholder engagement, destination marketing, and business planning for DMOs.
Fluent in Albanian, English and Italian, Madlina has a unique ability to connect with diverse stakeholders and foster collaboration. She has worked with leading global organizations such as UNDP, the World Bank, the EU, and the Regional Cooperation Council to drive impactful initiatives across Albania and the Western Balkans. Her efforts have focused on aligning GSTC standards with local realities, empowering governments, businesses, and destinations to adopt sustainable practices.
A GSTC member since 2019 and a respected speaker at international conferences, including the GSTC Global Conference 2023 in Antalya, Madlina is recognized as a leading regional expert in sustainable tourism. Her expertise spans sustainability certifications, value-chain assessment, stakeholder engagement, destination marketing, and business planning for DMOs.
Highlights of GSTC Implementation in the Balkans
Bosnia and Herzegovina
GSTC Criteria in Balkan Languages
Key Webinar and Video Resources
GSTC Webinar: Advantage: Balkans “Not developed, but Preserved”
Advantage: Balkans. "Not developed, but preserved"
GSTC Webinar, 17 January 2023