How Balkan Trails turned a niche idea into rising demand: Inside the slow travel shift
Sep 15, 2026
The boutique tour operator, run by a Romanian-Bulgarian couple, built its business around private, customised Balkan journeys years before slow travel became an industry talking point.
Varna, Bulgaria, September 15, 2026 -- Long before “slow travel” became a familiar phrase in the tourism industry, Balkan Trails was already building trips around the same basic principles: private itineraries, flexible pacing, and schedules built around the traveller.
The label has since caught up with the practice. A 2026 European travel survey of 8000 travellers across 13 countries, including Romania, found that just over half now describe themselves as interested in slower, less scripted trips. For Balkan Trails, it's less a trend than a description of what the company has already been doing since 2009.
Founded that year by Vlad and Zoe Trestian, Balkan Trails began with private tours through the two countries they knew firsthand: Romania and Bulgaria. Seventeen years later, the family-owned tour operator continues to work around the same basic idea.
A travel business built from lived experience
Vlad and Zoe had already been working in the Eastern European travel industry since the late 1990s when they established Balkan Trails in 2009. Their initial focus on Romania and Bulgaria reflected personal knowledge of the region, not commercial appeal.
Vlad is Romanian and Zoe is Bulgarian, which gives the company direct ties to both countries: family, language, and connections to communities most tour brochures never reach.
That local knowledge also shaped the business itself: instead of large groups and standardised departures, Balkan Trails built private tours that flex around individual travellers.
“In 2009, the standard model in this region was to sell seats on a coach,” Vlad Trestian says. “We had both worked with group operators before starting Balkan Trails, and we kept running into the same problem: put 30 people on one itinerary and it ends up pleasing whoever complains loudest, not any one traveller. We built the company around private tours instead, because that let us design a trip around one couple or one family, and stay in villages a large bus could never get near in the first place.”
What customised travel means in practice
For Balkan Trails, customisation goes beyond adding an optional excursion. Travellers decide what they want to see, how much time to spend in a given place, the pace of the journey, and the type of accommodation they prefer.
Clients also deal directly with Vlad or Zoe during the planning process, rather than moving between a call centre or a rotating set of account managers.
Once travellers arrive, they're guided by a small group of hand-picked, licensed local guides chosen for their knowledge of the destinations, not just their availability.
The private format also leaves room for the itinerary to change mid-trip. A traveller may decide to spend an extra day in a historic town, adjust the day's schedule, or follow a local recommendation that a fixed group itinerary could never accommodate.
Growing without turning the experience into a formula
Balkan Trails has expanded beyond its original routes, but how that expansion happened also reflects the company's approach to growth.
In 2026, the company added new tours to Albania, North Macedonia, and Kosovo as travellers who had already explored Bulgaria & Romania started asking to see more of the wider region.
“Guests who had done Romania and Bulgaria with us kept asking the same question: what's next door?” Zoe Trestian says. “They would finish a trip through Rila and want to know if we could get them to Lake Ohrid or Berat as well. We only added Albania, North Macedonia, and Kosovo once we were confident we could offer the same standard there, which meant finding guides we trusted as much as the ones we already worked with in Romania and Bulgaria. We weren't chasing a bigger map. We were following where our own travellers wanted to go next.”
The company also deliberately works with a limited number of guides and accepts a limited number of tours each year.
For many travel businesses, limited capacity might look like a problem. For Balkan Trails, it's the point: the model depends on personal involvement and carefully selected guides, and higher volume would change the product itself.
When the Industry starts catching up
Travel habits continue to shift, particularly among travellers who want more control over how they experience a destination.
That doesn't necessarily mean skipping major landmarks or travelling without a plan. It can simply mean having enough flexibility to stay longer somewhere interesting, spend an evening with local people, or move through a destination without constantly racing toward the next scheduled stop.
Those ideas increasingly sit inside conversations about slow and personalised travel. The same 2026 European survey found that, among travellers already drawn to a slower pace, roughly six in ten preferred a more relaxed pace, and just over half said what mattered most was time to connect with local culture, nature, and people. A separate 2026 industry survey of hotel groups found that roughly two-thirds of travellers now see travel as an expression of personal identity, describing a shift from quantity toward quality in how trips get planned.
For Balkan Trails, none of this is new territory.
“In 2009, when we told people we only did private tours, some travel agents assumed we were describing a luxury product. Now it's almost the opposite: people write to us and specifically ask not to be put in a big group, even on a modest budget. What used to be a niche request is often the first line of the email. The trips themselves haven't changed that much on our side. What changed is that the rest of the industry started using the language we were already living in.” Vlad Trestian says.
That demand shows up in the regional numbers, too. Romania recorded more than 14 million arrivals in registered tourist accommodation in 2024, up 4.5% on 2023 and 7.7% above 2019 levels, according to the National Institute of Statistics, and foreign arrivals grew a further 5.5% in the first half of 2025. Bulgaria welcomed 13.6 million foreign visitors in 2025, up 2.7% on the year before and nearly a million above pre-pandemic levels, according to Bulgaria's National Statistical Institute - with Romanians making up the largest single group of foreign visitors, at roughly 2.6 million arrivals. Across Europe, the World Travel & Tourism Council forecasts that travel and tourism GDP will grow 3.6% in 2026, more than three times faster than the wider European economy.
Keeping the business deliberately personal
Despite expanding geographically, Balkan Trails has remained family-owned and managed.
The company isn't trying to turn private Balkan travel into a mass-market product. Its focus stays on building individual journeys for couples, families, and small groups who want more control over how they explore the region.
After 17 years, an approach that once looked relatively niche increasingly resembles the direction a section of the wider travel industry is now moving in. Balkan Trails didn't need to reinvent itself to take part in the slow-travel shift. It was already there.
For more information, visit Balkan Trails.
Contact Info:
Name: Vlad Trestian
Email: Send Email
Organization: Balkan Trails
Website: https://www.balkantrails.com/
Release ID: 89203391
In case of detection of errors, concerns, or irregularities in the content provided in this press release, or if there is a need for a press release takedown, we strongly encourage you to reach out promptly by contacting [email protected] (it is important to note that this email is the authorized channel for such matters, sending multiple emails to multiple addresses does not necessarily help expedite your request). Our efficient team will be at your disposal for immediate assistance within 8 hours – resolving identified issues diligently or guiding you through the removal process. We take great pride in delivering reliable and precise information to our valued readers.
Gov't, businesses team up to help retired detection dogs find new homes
The Ministry of Agriculture, Food and Rural Affairs last week joined Trinity Airways and Sono Pet Clubs & Resorts for a two-day pet adoption program, combining government support for retired detection dogs with private-sector assistance in event planning, accommodation and training. The Animal and Plant Quarantine Agency under the ministry provided guidance on adoption procedures and answered prospective owners’ questions. Trinity Airways, formerly T’way Air, organized the program, held Saturday and Sunday, while Sono Pet provided spaces for families and dogs to interact and rest, along with professional training support. Held at Sono Pet’s Vivaldi Park in Hongcheon, Gangwon Province, the program brought together three retired quarantine detection dogs and three prospective adoptive families selected through a screening process, according to the agency. The dogs were two English springer spaniels, aged 7 and 9, and a 9-year-old beagle. Activities included running together, treasure hunts and walks, giving participants opportunities to interact with the dogs. A trainer specializing
Finda to become 1st fintech firm to acquire savings bank
Finda, a loan comparison platform, is set to acquire a savings bank, in what would be a first for a Korean fintech company as it looks to build an artificial intelligence (AI)-native bank, industry officials said Monday. The Financial Services Commission's subcommittee approved Finda's application to acquire Daewon Savings Bank on Friday. The regulator is set to make a final decision at its regular meeting Wednesday. Finda signed a deal in June to acquire all of Daewon Savings Bank's shares for about 12 billion won ($9 million). The acquisition would allow the company to move beyond matching borrowers with lenders and offer financial services directly, including loans and deposits. Once the deal receives final approval, Finda plans to appoint a new CEO through board and shareholder meetings. The fintech firm aims to turn the lender into an AI-native bank, relying on digital services rather than a traditional network of branches. It plans to draw on AI technology and loan-comparison data it has collected since 2019 to expand its online lending business nationwide, the firm said. The compan
Global AI & Digital Summit kicks off 3-day run in Seoul
A global event aimed at exploring how artificial intelligence (AI) and digital transformation can deliver practical development gains kicked off its three-day run in Seoul on Monday, the science ministry said. The Global AI & Digital Summit, co-hosted by the ministry and the World Bank Group — a family of five institutions that makes leveraged loans to developing countries —brought together government officials from some 60 nations, as well as development partners, private sector leaders and researchers. This year marks the first time the summit was held outside of the United States, the ministry added. The event will begin with an AI and Digital Ministerial meeting, co-chaired by Science Minister Bae Kyung-hoon and Kim Sang-bu, the vice president for digital and AI at the World Bank Group, followed by policy forums and exhibitions from participating companies. Korea has been hosting the AI and digital ministerial meeting since 2005, with the most recent gathering held last year on the sidelines of the Asia Pacific Economic Co-operation (APEC) forum. Second Vice Science Minister Ryu J
Hyundai Rotem acquires Wia's defense biz as group reorganizes portfolio
Hyundai Rotem, a Hyundai Motor Group affiliate that manufactures the K2 battle tank, will acquire the defense business unit of fellow affiliate Hyundai Wia for 358.4 billion won ($252 million), as their parent company seeks to strengthen its competitiveness by consolidating its defense operations. According to the two companies’ regulatory filings, Hyundai Rotem will acquire Hyundai Wia's defense business, which manufactures main gun barrels for battle tanks and self-propelled howitzers. The two sides signed the contract on Monday and plans to close the deal by March 31. Hyundai Rotem’s main businesses include railway vehicles, such as trains and trams, and weapons systems for land, naval and air operations. Hyundai Wia manufactures engines, modules and gun barrels, supplying the barrels for both Hyundai Rotem’s K2 battle tanks and K9 self-propelled howitzers produced by Hanwha Aerospace. The acquisition will allow Hyundai Rotem to manufacture both complete K2 battle tanks and their main guns, reducing manufacturing costs and improving supply chain management efficiency. By bringi
Global cooperation, corporate innovation key to navigating AI uncertainty
JINJU, South Gyeongsang Province — International cooperation and corporate innovation have emerged as key priorities for navigating artificial intelligence (AI)-driven change and narrowing the digital divide, as former United Nations officials and executives from major conglomerates discussed ways to promote inclusive growth on Monday. The 2026 Jinju International Forum on Entrepreneurship, held on Monday and Tuesday, brought together international organization officials and business executives to discuss how entrepreneurship can help businesses navigate geopolitical tensions, supply chain realignments and rapid advances in AI. The first session, moderated by Oh Joon, the 71st president of the U.N. Economic and Social Council (ECOSOC), focused on the role of international organizations in promoting inclusive development as digital technologies reshape economies. Nestor Osorio, the council's 69th president, called for broader digital access and support for small-scale agricultural producers, arguing that technological progress must benefit communities beyond major cities and large corp
2.76 mil. pieces of customers' info at Hollys leaked in cyberattack
Customer information held by local coffee chain Hollys has reportedly been leaked via hacking of its memberships program, the franchise said Monday, the latest in a string of cyberattacks targeting local companies. A total of 2.76 million pieces of personal information, including the customers' dates of birth, phone numbers, addresses and emails, was stolen by the hackers sometime between Sept. 3 and Oct. 7, when the company detected unauthorized access to its system, according to a notice posted on the company's website. "We understand that the leaked data consists of temporary data files provided for a past membership service overhaul, not the data from the currently active customer database," the notice read, adding the company is still investigating the exact scope of the incident. "We sincerely apologize for causing customer concern from this incident. We will make our utmost efforts to protect customer data and minimize damage from the breach," it added. The cybersecurity violation at Hollys follows back-to-back leaks of customer data at local financial firms early this month. Arou
Hyundai Glovis plans Philadelphia port expansion, vehicle terminal operations
Hyundai Glovis plans to extend its dedicated site agreement at the Port of Philadelphia through 2056 and enter the vehicle terminal operations business, expanding its role at the key logistics hub on the east coast of the United States. The Korean company said Monday that it had signed a memorandum of understanding with the Philadelphia Regional Port Authority, known as PhilaPort, and a local developer to cooperate on port expansion and vehicle terminal operations. The agreement includes securing an additional vehicle logistics space and extending the existing site. Hyundai Glovis plans to participate in the vehicle segment of PhilaPort’s broader expansion, securing a dedicated berth for car carriers and adding terminal operations to its existing transport and storage services. Pennsylvania Gov. Josh Shapiro and state and port officials attended the expansion announcement, where Hyundai Glovis was introduced as a major private-sector partner. The event outlined plans for container and vehicle terminals and public-private cooperation. Hyundai Glovis has handled vehicle import and export
SK hynix's potential Solidigm IPO conflicts with shareholder protection rules: watchdog chief
Korean regulators believe SK hynix’s potential listing of its NAND flash memory subsidiary Solidigm in the United States would run counter to rules governing listings of both parent companies and their subsidiaries, Financial Supervisory Service (FSS) Gov. Lee Chan-jin said Monday. “We are continuing to monitor the Solidigm issue. Both the Financial Services Commission (FSC) and the FSS consider it to conflict with those rules,” Lee said. He was responding to Rep. Park Sung-hoon of the main opposition People Power Party during a National Assembly audit. Park accused SK hynix of leaving domestic shareholders uninformed while explaining to the U.S. Securities and Exchange Commission that listing a subsidiary could adversely affect the parent firm’s share price. Solidigm was established in the United States through SK hynix’s $9 billion acquisition of Intel’s NAND flash memory business. SK hynix has maintained that no decision has been finalized on an initial public offering (IPO), saying Solidigm is exploring ways to strengthen its competitiveness. Still, expectations of a stock
Jinju forum returns for 4th straight year
JINJU, South Gyeongsang Province — The Jinju International Forum on Entrepreneurship opened Monday for its fourth consecutive year, bringing together business leaders, scholars, policymakers and international representatives to explore how entrepreneurship can address global uncertainty and rapid digital transformation. Held under the theme “An Era of Global Uncertainty and Digital Transformation: What Is the Role of Entrepreneurship?,” the 2026 forum focuses on how entrepreneurship can drive innovation, promote sustainable prosperity and address challenges such as technological disparities, demographic changes and the climate crisis. In his welcoming remarks, Jinju Mayor Jo Kyoo-il highlighted the city's entrepreneurial heritage, saying its emphasis on respect for people, community responsibility and innovation offered valuable lessons for navigating today's technological and economic changes. Jinju is deeply connected to the entrepreneurial roots of major Korean business groups, including LG, GS, Samsung and Hyosung, whose founders helped drive Korea's economic transformation, J
Korea seeks dedicated US visa quota for shipbuilding workers
Korea is seeking a dedicated U.S. visa quota for shipbuilding workers as a condition for carrying out its $150 billion investment commitment under the Make American Shipbuilding Great Again (MASGA) initiative, according to the information submitted to Rep. Huh Sung-moo of the ruling Democratic Party of Korea by the Ministry of Trade, Industry and Energy. On Monday, Huh said that information he had received from the ministry indicated that it has been “explaining” to its U.S. counterparts the conditions “Washington needs to meet for Korea to fulfill its investment commitment.” “In particular, we have requested that the U.S. provide sufficient shipbuilding orders, allow joint shipbuilding through exemptions from restrictions on overseas construction, offer financial incentives and establish a dedicated visa quota for shipbuilding workers as prerequisites for implementing the investment commitment,” the ministry said in its response. The Korean government and business associations have been pushing for the introduction of a new E-4 visa category for Korean professionals in spec
![[COVER STORY] Labor rigidity puts Korean shipbuilders at disadvantage against China](https://newsimg.koreatimes.co.kr/2026/10/15/3d6ce5e5-3231-416c-ad6b-7dbee82c639c.jpeg)
[COVER STORY] Labor rigidity puts Korean shipbuilders at disadvantage against China
Korean shipbuilders are struggling to expand production capacities despite order books stretching years ahead. Their main struggle is not about technology or infrastructure, but labor. They need to hire workers quickly enough to scale up and capitalize on additional orders, but they say Korea's inflexible employment practices, combined with the industry's cyclical nature, are complicating workforce planning: Hiring aggressively during a boom can leave shipbuilders with excess labor costs when orders decline, making them cautious about expanding their permanent workforce. While they are struggling with the rigid labor arrangements, Chinese rivals are rapidly ramping up capacity. Domestic industry officials worry that China's expanding shipbuilding experience could erode Korea's technological edge as Chinese shipyards build more vessels and hone their technical capabilities. “As shipbuilding is a cyclical industry with large swings between booms and downturns, flexibility is needed to adjust production capacity in line with market conditions,” an industry official said on condition of
[COVER STORY] Labor rigidity hinders Korean shipbuilders' ability to take more orders
Korean shipbuilders are struggling to expand production capacities despite order books stretching years ahead. Their main struggle is not about technology or infrastructure, but labor. They need to hire workers quickly enough to scale up and capitalize on additional orders, but they say Korea's inflexible employment practices, combined with the industry's cyclical nature, are complicating workforce planning: Hiring aggressively during a boom can leave shipbuilders with excess labor costs when orders decline, making them cautious about expanding their permanent workforce. While they are struggling with the rigid labor arrangements, Chinese rivals are rapidly ramping up capacity. Domestic industry officials worry that China's expanding shipbuilding experience could erode Korea's technological edge as Chinese shipyards build more vessels and hone their technical capabilities. “As shipbuilding is a cyclical industry with large swings between booms and downturns, flexibility is needed to adjust production capacity in line with market conditions,” an industry official said on condition of
Hyundai Rotem Q3 net down 10.3% to $133.9 mil
YOUR NEWS, OUR NETWORK.
Do you have Great News you want to tell the world?
Be it updates about your business or your community, you can make sure that it’s heard by submitting your story to our network reaching hundreds of news sites across 6 verticals.