Money alone will not solve the Western Balkans’ challenges—but strategic reforms and stronger regional cooperation just might. As the EU Growth Plan opens new financial opportunities, the region faces a crucial test: implement reforms or risk being left behind.
Amer Kapetanović, Secretary General of the Regional Cooperation Council (RCC), explains how RCC is helping the Western Balkans seize this opportunity, why the Common Regional Market matters more than ever, and what must be done to keep young talent from leaving.
How is RCC helping Western Balkan countries maximise access to EU Growth Plan funds, particularly in the rule of law and economic reforms?
Let us be honest—money alone will not solve our problems. However, access to EU Growth Plan funds can be a game-changer if we use them wisely. The Growth Plan is more than just financial aid; it is a roadmap to a stronger, more competitive Western Balkans. And RCC? We are the ones that can help the region to be ready to seize this opportunity.
Here is the deal: If WB6 want access to these funds, they need to push through major reforms—rule of law, better governance, economic transformation, digital and green transitions. RCC is in the trenches, so to speak, helping to align national plans with regional ones to fit EU expectations, build capacity, and implement policies that actually work.
We are not just talking—results are real. Roaming fees within the region? Gone. Trade? Up 19%. GDP per capita? Climbing. More companies are expanding beyond borders. Green Lanes have already saved businesses over 20 years of waiting at borders in 2023 alone! And now, we’re working to make movement between the EU and WB6 easier too.
It is simple: No reform, no funds, and, more importantly, no access to the EU single market. But with RCC’s support, through regional cooperation, the Western Balkans is unlocking its full potential, becoming more competitive, more relevant in a global market, and taking big steps towards the EU.
What is the current state of the Common Regional Market, and are all Western Balkan countries fully committed to its implementation? What key obstacles remain?
The region has made huge progress: roaming charges within the region are history, trade is booming, and businesses are seeing new opportunities. Nevertheless, let us be clear: political commitment varies, and not all economies move at the same pace.
CRM 2.0, the second iteration of the Action Plan that has been agreed upon by all WB6 last year in Berlin, is the next big step. It is not just about policy papers—it is about making life easier for people and businesses. We are talking about slashing bureaucratic red tape, making it easier for professionals to work across borders, and improving investment opportunities.
The challenges? Political will and administrative capacity. If governments commit and follow through, CRM will continue to be the bridge to EU integration. The good news? The EU is taking the region seriously, and so should we.
How does RCC plan to support the region’s digital and green transition, specifically in reducing CO₂ emissions and improving energy efficiency?
The green and digital transitions are not just about ticking boxes for EU membership—they are about making the Western Balkans a better place to live and do business.
The Green Agenda for the Western Balkans, whose implementation is monitored by the RCC, includes everything from cutting pollution to making sure our industries are competitive in a greener future.
Here is the reality: Half of the greenhouse gas emissions come from how we produce and consume goods. We are tackling this by promoting the circular economy, reducing waste, and supporting companies that go green.
The expected result? Less pollution, more investment, and a healthier environment.
And yet there is more of the reality: green transition is not a catchy phrase but a generational endeavour that will cost more than EUR 30 billion and might have a serious socio-economic impact across the region. This also has to be taken into consideration. You do not turn off thermo-power plants just like that. It takes time, money, courage and determination. That is why we call it a green transition but a transition that has no alternative.
And let us not forget digitalisation. Fast broadband, 5G, AI, and digital wallets —these are not luxuries, they are necessities. RCC is making sure our region is not left behind in the digital race. The EU-WB Roaming Declaration, which slashed data roaming charges by up to 99%, was just the start.
The regional approach is simple: Make green and digital progress work for people. More efficiency, lower costs, cleaner air—who would not want that?
How do you see the future of Western Balkan EU integration? Do you believe any country in the region could join the EU before 2030?
If you ask people in the Western Balkans whether they think they will join the EU by 2030, you’ll get mixed reactions. Some are hopeful, others sceptical. The truth? It depends on what happens in the next few years.
For the first time, the EU is offering something tangible before full membership: access to parts of the Single Market. That is huge. But here is the catch—our region needs to prove we can deliver reforms. No shortcuts. No excuses. To that end, the CRM is an important test. If we cannot be competitive in a market of 18 million people, I am sure we cannot be even close to competitiveness in a market of 450 million people.
Public support for the EU is still high (54%), but people are getting tired of waiting. They want real change—jobs, security, better services. Regional cooperation can be a tool that makes sure the Western Balkans stays on track, whether full membership happens by 2030 or a little later.
What are the main challenges in retaining young talent and driving economic growth in the region, and what strategies is RCC implementing to address them?
Let us be blunt: Young people are leaving. In the past decade, over 5 million people packed their bags and left the Western Balkans. Why? Better salaries, better opportunities, and a more stable future. And who can blame them?
But here’s the thing—we can’t stop people from chasing their dreams, but we can help them look for their dreams in the Balkans, too. For that to happen, we need to create real opportunities that make young people want to stay.
The Growth Plan is more than just financial aid; it is a roadmap to a stronger, more competitive Western Balkans
For our part, we have brokered agreements to make it easier for professionals to work across WB6 borders, supported the creation of Digital Innovation Hubs, empowered innovative and tech-savvy minds and gave them an initial push to create their own products or businesses through annual competitions such as Balkathon and Butterfly Innovation Award, pressed for more investment in innovation and entrepreneurship, etc.
The numbers do not lie: Youth unemployment is still too high (25.1%), but we are making progress. Programmes like the Western Balkans Youth Lab give young people a voice in policymaking. The creative industries—one of our biggest untapped resources—need more support. We are working on that, too.
But as we are, everyone else should make this a top priority and push forward with this in mind. Bottom line? If we create better, more stable opportunities at home, people will stay. It is that simple.
How is RCC working to ensure the effective implementation of the SEE 2030 Strategy in line with UN Sustainable Development Goals, particularly in tackling poverty, inequality, and depopulation?
The SEE 2030 Strategy is a policy document—but it is also a sort of survival guide for the region. If we do not tackle poverty, inequality, and depopulation head-on, we risk falling even further behind. We need to make sure that does not happen.
But the implementation of the SEE 2030 is not a task for one organisation that monitors its implementation but for the entire region of South East Europe and each and every one of its thirteen participants.
One of our most recent key initiatives within the SEE 2030 Strategy is the South East European Network on Disaster Risk Insurance and Risk Sharing, which we launched at the last RCC Board meeting at the beginning of March. It aims to ensure that when disaster strikes, economies are not left to pick up the pieces alone. Climate change is already taking its toll, and our region must be prepared.
Depopulation is another massive challenge. The numbers are alarming—as I said earlier, over 5 million people have left in the past decade. We need to make the region a place where people want to stay, and not just the young ones but also everyone. That means job creation, better education, stronger social policies and, above all, stability. The SEE 2030 Strategy is built around these priorities.
And let us not forget inequality. Women, marginalised communities, and young people need more support to participate in economic and social life. SEE 2030 is built on the principles of making sure our region does not just grow but grows for everyone.
What are your top priorities during your mandate, and which initiatives do you see as crucial for advancing regional cooperation and European integration?
I have one goal: Make regional cooperation matter to everyday people. That means:
– Strengthening the creation of the Common Regional Market so businesses and citizens benefit now, not just in the future.
– Pushing for deeper regional and EU integration—step by step, stone by stone, but together, and not one by one.
– Accelerating the green and digital transition because that is where the world is headed, and we cannot afford to be left behind.
– Supporting the SEE 2030 Strategy to improve quality of life, economic stability, and regional security.
The Western Balkans is standing at a crossroads. We can either move forward with bold reforms or stay stuck in old habits. I am an optimist that the region does not keep the status quo because the alternative is something I would not like to even imagine.
Business Expectations Rise Despite Lingering Doubts
While satisfaction with the current business climate remains mixed across the Western Balkans, optimism about the year ahead is gaining strength. According to the latest RCC Balkan Barometer, nearly half of surveyed companies expect business growth in the next 12 months — even in economies where satisfaction with the current situation remains low.
This contrast reveals a region in transition: hopeful, ambitious, but still weighed down by systemic challenges.
Despite challenges, 43% of businesspeople across the region believe their operations will grow this year, while only 11% anticipate a decline. Confidence is highest in Albania (55%) and Bosnia and Herzegovina (50%), while even in Serbia and Montenegro — where other indicators are more negative — optimism remains above 25%.
Business sentiment remains a mixed bag. While Bosnia and Herzegovina boasts the highest satisfaction rate (53%), Montenegro lags at just 10%, with nearly half of respondents unsatisfied. In Serbia, 51% expressed dissatisfaction — highlighting ongoing concerns over bureaucracy, labour costs, and rule of law.
These results echo what RCC Secretary General Amer Kapetanović shared in his interview for The Region: the region is progressing, but reforms are uneven, and businesses are often forced to look ahead with hope rather than current support.
This data-driven snapshot of the Western Balkans reveals a region that is cautiously optimistic, driven by resilience but still shaped by systemic pressures. As EU integration advances and regional cooperation deepens, the business sector may be both the barometer and the engine of meaningful change.
