Opportunities from the EU Growth Plan and the “Homework” for the Western Balkans - Celik Rruplli, November 2025

It is about the visit of the President of the European Commission, Ursula von der Leyen, to the countries of the Western Balkans during October 2025, which conveyed a clear message for the region, for the citizens and for the political leaders, but also for the European Union itself: enlargement is not only an old political promise, but a geostrategic and economic necessity, emphasized by the post-war circumstances in Ukraine and global challenges.
Even though the countries of the region are in different lanes and speeds on the road to EU membership, she made sure to remind the leaders of the real opportunities for the benefits of this process, on the condition of undertaking reforms and strengthening institutions.
More specifically, in Montenegro and Albania, which are closer to membership with a window in 2030, by congratulating them for the results achieved with the opening of negotiations with the EU and the closing of several chapters for Montenegro, von der Leyen recognized the reforms undertaken within the framework of full EU membership.
Emphasizing the membership of Albania, Montenegro, North Macedonia and Moldova in SEPA (Single Euro Payments Area) at the beginning of October 2025, the President of the Commission underlined that from this membership, the benefit for citizens and businesses in the region can reach 500 million euros. She also announced the disbursement of new funds from the EU Growth Plan for the Western Balkans (which goes partly as direct support to the countries' budgets and partly to infrastructure projects through the Western Balkans Investment Framework), as well as the possibility of removing roaming tariffs with the EU from 2026. Reminding the countries to continue sustainable reforms, she emphasized their need to consolidate institutions and speed up the implementation of economic measures to benefit from the opportunities offered by the EU.
In North Macedonia, a country that has made progress with reforms and could potentially catch up with the accession lane quickly, the President of the European Commission also announced the disbursement of new funds of around 16 million euros from the Growth Plan. She reminded the country's leadership that the constitutional changes regarding the blockage for lifting Bulgaria's veto are the last step for opening negotiations, leaving "the ball in their court".
While in Serbia, which seems to have lost its leading position regarding the advancement of membership negotiations, von der Leyen, unlike in the past, changed the tone of her visit, focusing on freedom, democracy, and the rule of law.
She emphasized the division between democracies and autocracies in the world and called for speeding up reforms, especially in the rule of law and electoral transparency. Although Serbia has made procedural steps (the law on the voter registry, the Council of the Regulatory Authority for Electronic Media), von der Leyen emphasized that their implementation is the real test. She also called for greater alignment with EU foreign policy, including sanctions against Russia, where Serbia currently has only 61% of its foreign and security policy aligned with that of the EU.
The visit also included a special meeting with civil society, showing that the EU does not consider the government as the only actor for dialogue but wants to hear the independent voices of citizens and experts. Thus, the message for Serbia, in order to benefit from the Growth Plan and accelerate negotiations with the EU, is to speed up reforms, increase alignment with EU foreign policy, and create space for civil society as a key partner in the integration process.
Meanwhile, in Bosnia and Herzegovina, a country in the last lane regarding the progress of negotiations, von der Leyen emphasized the importance of benefiting from the Growth Plan and the recently submitted Reform Agenda. She also emphasized the need to appoint a chief negotiator to move forward with the membership talks. She visited the Srebrenica Memorial, recalling the EU's commitment to protecting historical memory and the reconciliation process.
However, for Bosnia and Herzegovina, the messages remained more general, without a concrete offer for opening negotiation chapters. 71–72% of citizens believe in the EU, but political and institutional progress remains challenging, including the complications of the electoral organization and the lack of inter-ethnic consensus.
As for Kosovo, which is last in progress toward EU membership, the lifting of EU sanctions due to the (lack of) progress in dialogue with Serbia and the delay in the creation of institutions (the new Parliament and Government) after the February 2025 elections were at the center of the visit. Kosovo’s leaders requested the lifting of sanctions, candidate country status, and cooperation through the “Single Market Highway” initiative of the Growth Plan in the sectors of agriculture, ICT, and defense industry. For her part, von der Leyen emphasized the need to create strong institutions to benefit from concrete EU support and reduce tensions in the north of the country.

“If you choose the Western Balkans, you choose Europe.” Her visit coincided with the first EU–Western Balkans Investment Forum, held for the first time in Tirana on October 13–14, and brought together businesses from the private sector, public and financial institutions from the region and the EU. This is a moment that she described as concrete proof of how the Growth Plan for the Western Balkans can turn political convergence into economic convergence.
In her speech, von der Leyen emphasized the extraordinary potential of investments in the region and the transformative impact of the Plan, inviting investors to become active participants in this process, which could potentially double regional GDP in the next decade.
The President underlined that private sector agreements signed or underway during the Forum could mobilize around 4 billion euros in new investments in clean energy, digital infrastructure, and industrial production. “Today we are sending a clear signal to the business community: If you choose the Western Balkans, you choose Europe.”
One of the most important achievements mentioned was the membership of Albania, Montenegro, North Macedonia, and Moldova in SEPA (Single Euro Payments Area) from October 2025, a step that will significantly reduce transaction costs for businesses and is expected to save around 500 million euros each year. This development shows that European integration is beginning to translate into concrete benefits for the citizens and companies of the region.
In the digital field, von der Leyen announced the launch of Artificial Intelligence (AI) Factories in the region (with the first two “antennae” in North Macedonia and Serbia), which will be connected through a high-speed digital network. These centers, as well as the AI Data Center in Kosovo, will enable local companies to access European AI infrastructure, strengthening the region’s capacity to develop and implement future technologies.
In the same line, she emphasized the strategic role of the Western Balkans in Europe’s new energy architecture, as producers, storers, and distributors of clean energy. Investments in renewable energy and energy storage (referring to projects in Montenegro and Albania) are expected to reduce costs, create jobs, and strengthen energy security across the region.
In conclusion, von der Leyen emphasized industrial integration and the need to include local producers in European supply chains to build resilience and competitiveness. She mentioned sectors such as batteries, pharmaceuticals, textile recycling, and the agri-food industry, which, through the Growth Plan, are benefiting from regulatory harmonization and industrial partnerships with European enterprises, enabling businesses to feel the benefits of the single market even before official EU membership.

The economic gap that remains and the challenges for the Western Balkan countries and the EU.
However, despite the progress made by the countries, the challenges are real. Grants for the Western Balkans are much smaller compared to those for member states. Despite investments and plans, economic and developmental convergence with the EU remains delayed, requiring more ambitious policies, proper reforms, and the fulfillment of promises from Brussels.
Also, the recently published report “Regional Economic Outlook for Europe, October 2025” signals that growth rates are slowing down across the region, due to tighter financing conditions, declining external demand, and persistent inflation from the crises of recent years. The IMF emphasizes that the region’s economic model remains fragile and dependent on domestic consumption and remittances, while productivity and high-value exports are still low. High dependence on tourism, lack of institutional reforms, and continued emigration of the labor force limit long-term growth potential.
Therefore, to fully exploit the potential of the Economic Growth Plan and the EU’s strategic investments, the countries of the region must strengthen their institutions and pursue sustainable reforms, especially in the rule of law and the fight against corruption.
Integration into European value chains, development of strategic sectors such as technology, energy, and agriculture, and regional cooperation are also key elements to fully benefit from the opportunities offered by the EU.
Lastly, but no less important for the region’s countries, to ensure success in economic reforms and competitiveness in the single market, as well as to stop demographic decline, remains the focus and investment in human capital, with concrete plans and strategies to empower them and better connect their diasporas.
On the other hand, in parallel, the European Union has the responsibility to fulfill its promises and ensure sustainable support. Although the ongoing debate on internal EU reform in the context of future enlargement with the countries of the region, Ukraine, and Moldova, is welcome, it must be accompanied by a concrete roadmap with specific deadlines for each country on the path toward EU membership. Deadlines impose choices and drive political will; otherwise, the problem remains delayed.

ABOUT THE AUTHOR

Celik Rruplli, Media analyst with experience in the Albanian and EU media spectrum.

The opinions, conclusions, and recommendations expressed in this publication do not necessarily reflect those of the Friedrich Ebert Foundation or the organizations the authors work for.