Behind the Scenes of Kosovo’s Rise on the European Travel Map 

In a quiet yet powerful effort to introduce Kosovo to European travelers, the FEGO project is reshaping the country’s tourism narrative—connecting small businesses, local operators, and authentic experiences with international markets. Central to this strategy is targeting Scandinavia—a region with a rich travel culture but limited awareness of Kosovo’s offerings. At the end of last year, FEGO partnered with the Kosovo Investment and Enterprise Support Agency (KIESA) to support Kosovo tour operators exhibit at the Travel News Market fair in Stockholm, Sweden, a key Nordic tourism networking event. The results were immediate. Pre-arranged B2B meetings gave Kosovo’s local actors rare access to travel wholesalers, outbound agencies, and industry professionals across the Nordic region, showcasing cultural heritage, nature-based experiences, and sustainable travel options. These connections opened doors to new markets.

Recognizing Scandinavia’s strong potential—especially Sweden—FEGO is building on this momentum with three key initiatives: 1) At the TNM 2024 event, a local tourism agency connected with two Swedish outbound tour operators. Both have since visited Kosovo on customized itineraries, with one preparing to bring clients and talks ongoing with the other. 2) Earlier this month, six Swedish outbound tour operators joined a familiarization trip organized with a local Kosovo tour operator. Together, they explored a variety of Kosovo’s tourism offerings—from cultural sites to nature experiences. The trip concluded with a B2B networking event, providing local tourism MSMEs a valuable platform to present their services/offerings, build partnerships, and create opportunities for concrete collaboration. 3) The first brought 10 Swedish journalists and travel writers to Kosovo, who are currently on a journey to experience the country firsthand and produce authentic stories for Swedish media outlets. This activity provides them with the opportunity to create and publish content across both traditional and new media platforms, helping reshape Kosovo’s image abroad. This integrated approach—linking matchmaking, direct sales exposure, media storytelling, and local empowerment—exemplifies FEGO’s commitment to sustainable growth. It translates donor support into lasting shifts in Kosovo’s market presence and international reputation.