Pikasa, through its real-time platform "analytics.live," conducted a media analysis to better understand which countries were most mentioned as travel destinations in Macedonian media. The research covered the period from March to May 2025 and focused on 1K news articles that had the highest engagement—meaning the most likes, comments, shares, or reactions online.
The study's goal was to see which destinations are getting the most media attention and how tourism is discussed in the country.
Domestic Tourism Leads the Way
The results indicated that Macedonia itself was the most mentioned country in tourism-related news. In fact, about half of all the news articles talked about domestic tourism—meaning travel within the country. The two most popular places were Lake Ohrid and Lake Dojran, both known for their natural beauty, cultural importance, and popularity among local tourists. This data shows that many people in Macedonia are still interested in exploring their own country, especially during spring and early summer.
Interest in the Balkans
Following domestic tourism, the countries most frequently mentioned were other Balkan nations. These include nearby destinations like Greece, Albania, Croatia, and other countries. Since they are close and easy to travel to, these countries remain attractive for Macedonian tourists. They also share similar cultures and offer beaches, mountains, and historical sites that appeal to many travelers.
What Kind of News Was Published?
An important part of the analysis was looking at what type of news was being shared. Out of the 1,000 articles analyzed, only 7.2% were PR (public relations) texts. Usually, these texts aim to promote a destination or service in a more commercial manner.
On the other hand, most of the news (over 92%) were regular journalistic articles. This means they were informative, objective, and written by journalists to inform the public—not to advertise.
Why This Matters
Understanding how tourism is covered in the media helps tourism organizations, travel companies, and policymakers know what people are interested in and how to better connect with the public. If Macedonia and neighboring Balkan countries are getting the most media attention, then there may be more opportunities to promote these destinations, improve tourism services, and support local businesses.
The fact that most of the articles are not sponsored also builds more trust with the audience, as people are more likely to believe and engage with travel news that feels honest and informative.