Albanians, less convinced about competition in the Balkans/ Only one in three Albanian businesses believes they compete with the region
Only 36% of companies in Albania state that they fully agree that their products, goods and services can compete successfully with those of other economies in the region, according to data published in the “Balkan Barometer 2025”. However, 40% of Albanian businesses say that they “tend to agree” with this assessment, which indicates that most enterprises have a generally positive, but not fully consolidated, perception of their position in regional markets.
The data shows that Albania ranks below the regional average in terms of confidence in competitiveness. At the regional level, 53% of businesses strongly agree that they can compete successfully in the Western Balkans, while another 25% tend to agree with this assessment.
Compared to other countries in the region, Kosovo displays the highest level of business confidence, with 75% of companies stating that they completely agree with their competitiveness. It is followed by Bosnia and Herzegovina with 63% and Montenegro with 59%. Serbia registers 46%, while North Macedonia 38%.
One notable element is that Albania has suffered a decline compared to the previous year. In the 2024 Balkan Barometer, 50% of Albanian businesses stated that they fully agreed with their regional competitiveness. In 2025, this figure dropped to 36%, reflecting a weakening of businesses' perception of their position in the market.
On the other hand, the share of companies that “tend to agree” has increased from 29% to 40%, suggesting that some businesses have moved from full conviction to a more cautious stance. Meanwhile, the level of those who disagree or show reservations remains relatively low.
The results of the Balkan Barometer 2025 suggest that, while Albanian businesses remain generally optimistic about their opportunities in the region, they have become more cautious in assessing their competitiveness compared to a year ago.
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