This paper aims to explore the structure and objectives of the Western Balkans Growth Plan as an incentive for the integration of the Western Balkans region into the EU single market. In november 2023, the European Commission prepared the Western Balkans Growth Plan, which should accelerate the implementation of reforms in the countries of the region and their integration into the European Union single market. The Growth Plan represents an effort by the European Union to influence the region towards deepening economic integration with the Union and accelerating economic growth, which are necessary prerequisites for the desired transformation of the countries of the region. The Western Balkans Growth Plan aims to: integrate partners from the Western Balkans into the EU single market, improve regional economic cooperation, deepen EU-related reforms, and increase pre-accession financing to accelerate the socio-economic convergence of the Western Balkans towards the EU. The research results of this paper have shown that the European Union in the Western Balkans region, from the first regional approach in 1997 to the proposed growth plan in 2023, has contributed to the development of the regional cooperation process and the economic development of the region itself.

             It is not just about increasing the wealth of the countries of the region and their citizens, but the point and ultimate goal is that these countries and these citizens should live together, create, cooperate and spend together in conditions of international competition.

The expected economic effects of the Western Balkans Growth Plan will also ensure a positive perception of the European Union and the benefits of membership in this regional organization among the citizens of the region.

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