A crossroads between East and West, North Macedonia is a treasure chest of historical monuments, natural wonders, and vibrant culture. A microcosm of the region, North Macedonia stuffs the entire gamut of Balkan experiences into its small size. North Macedonia is on the other hand also one of the least visited countries in the world. Most tourists are merely transit guests travelling to Greece. As it lacks in tourism infrastructure and may never be able (or want) to compete with its neighbours in terms of mass tourism, North Macedonia should position itself on its own competitive advantages and target market niches that align with them.