Albania, Bosnia and Herzegovina, and North Macedonia in the Western Balkan are opening under the EU Growth Plan. Could 2026 mark a turning point for Brussels companies looking to expand beyond European borders ?
The Western Balkans offer Brussels companies a strategic opportunity: markets with sectoral demand, reduced trade costs and barriers, job creation, financial support, and a gateway to the broader Balkan region. For Brussels-based companies, the region represents a nearby market with growing potential. Exports and investments in Albania, Bosnia and Herzegovina, and North Macedonia are already contributing to economic growth (World Bank Group).
Timing is crucial. In 2025, these countries received a second round of funding for reform and growth. As the EU Growth Plan runs from 2024 to 2027, 2026 could be a key moment to act.
Market access in the Western Balkan countries
The Western Balkans are steadily moving toward EU membership, guided by the EU Growth Plan (2023). This plan aims to integrate the region into the single market. The single market allows goods, services, and workers to move freely across EU borders. This opens trade and boosts economic growth across the region.
Earlier EU efforts, including the Stabilization and Association Agreement (SAA, 2009), promote stability and support economic cooperation. The agreement builds a functioning market economy, and a free trade area (European Commission).
This implies safer and more accessible markets for Brussels companies. Reduced tariffs and trade barriers lower costs, making exports more competitive. They also facilitate access to new customers, increasing trade flows across the region.
From access to opportunity
Improved access allows Brussels companies to explore concrete project-based opportunities. The EU Growth Plan highlights several priority areas, as mentioned by the European Commission:
· Green transition
· Industrial supply chains and manufacturing
· Raw materials
· Sustainable transport
· Digital transition
· Tourism
· Human capital development
· Impact finance
Both large companies and SMEs can partner with local firms to develop and implement projects.
Key sectors by country
Beyond projects, sector-specific opportunities differ across these countries:
Albania
Key sectors include tourism, renewable energy, metal machinery, and construction. Manufacturing, particularly textiles and transport equipment is also expanding, as Brussels Network Albania reports. There are also opportunities in healthcare, oil and mining, and communications technology, as mentioned by the U.S. Department of State.
Bosnia and Herzegovina
Opportunities lie in energy, mining, and materials for industrial processing, and construction of materials and equipment. Infrastructure, medical equipment, and information and communication technology services are also in demand, as stated by U.S. Bosnia and Herzegovina Country Commercial Guide.
North Macedonia
ICT is the fastest-growing sector. Other areas include automotive components, textiles, and agribusiness with the wine industry included. There is also demand for electro-metal industry and regional cooperation for electricity and gas interconnections, according to the North Macedonian investment agency.
What this means for Brussels companies ?
The important sectors in Brussels are chemical and pharmaceutical products, transport equipment, machinery, engineering and metal products, processed products and beverages, base metals, textiles, glass, and petroleum.
This profile aligns with the sectoral needs of Western Balkan markets:
· Albania: textiles and transport equipment
· Bosnia and Herzegovina: basic metals and industrial equipment
· North Macedonia: processed products, textiles, transport equipment, and metal products
A strategic interest beyond exports
The Western Balkans offer Brussels companies more than access to new markets and sectoral demand. Trade with these countries helps create local jobs, stimulating the region’s economic growth even more. Brussels companies can also use the region as a gateway to the wider Balkans: Albania, Bosnia and Herzegovina, and North Macedonia are part of the CEFTA, along with Kosovo, Montenegro, Serbia, Moldova, and others. This facilitates trade across neighboring countries in the Balkan, making trade more efficient.
EU reforms and funding reduce investments risks. Companies that act early can gain a first-mover advantage, positioning themselves for long-term success.
In conclusion, Brussels-based companies could export, invest locally, and partner with regional firms to tap into growing demand in these countries. With EU support and regional access, Brussels companies can position themselves for long-term growth in the Western Balkans.
They can take part in dedicated business events and explore concrete collaboration opportunities in the region. Beci and Enterprise Europe Brussels (EEN) offer tailored guidance to Brussels companies - from market insights and access to opportunities to partner search in different countries.
By Sudenaz Sahin
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