Sunny Hill Festival, more than music - what they say from the Pristina Community, the Tourism Union and culture experts

The Pristina municipality praises Sunny Hill Festival as one of the most important international events being organised in the capital, viewing it as an opportunity to promote the city as a tourist destination and as an influential asset to economic development.

On the other hand, representatives of the tourism sector, the Ministry of Foreign Affairs and Diaspora, as well as cultural experts, estimate that the festival has helped change the perception of Kosovo and create a new image of the country as a creative, dynamic and open space for international visitors.

The Pristina municipality considers Sunny Hill Festival a direct impact on tourism, economy and international promotion of the capital.

From the Pristina municipality has told Telegrafia that the festival is one of the most important international events held in the capital and an opportunity to present Pristina before a global audience.

The Tourism Directorate defines Sunny Hill Festival as one of the most important international events being organised in Pristina and as an important asset for promoting the capital as tourist destination", have declared by the municipality.

According to them, through the participation of world-run artists, visitors from various countries and wide international media coverage, the festival contributes to increased Pristina's outlook.

"With the participation of world-run artists, visitors from various countries and wide international media coverage, the festival contributes to increased visualisation of Pristina and to promoting it as a modern, dynamic city and with a developed cultural scene", the municipality's response is said.

The municipality stresses that the festival's influence is reflected in the tourism-related economic sectors as well.

Besides the promotional dimension, such events also create positive economic effects, generating increased demand for accommodation, gastronomy, transport, trade and other sectors related to tourism", they say further from the municipality.

However, the Pristina municipality has indicated that it currently does not own a particular statistics specifying the number of visitors coming to the capital only because of the festival.

"According to organisers' data for the 2026 edition, about 65% of participants are expected to be international visitors, while 35% from Kosovo. This report shows the festival's potential to attract visitors from international markets and contribute to Pristina's promotion as tourist destination", the Tourism Directorate has declared.

As for the economic benefits for local businesses, the municipality has clarified that it has not implemented a special study on measuring the financial impact of the festival, but has stressed that the main sectors benefiting are accommodation, gastronomia, transport, trade and creative industries.

Pristina's"communa has not implemented a special and independent study so far to measure the economic impact of Sunny Hill Festival on local businesses. However, based on the nature of the festival and the experience of the past years, it is clear that increasing the number of visitors is positively reflected in sectors directly related to tourism", the Journal of the Community revealed.

Kosovo's Tourism Union estimates that Sunny Hill Festival has a direct impact on Kosovo's service sector and promotion.

Kosovo Tourism Union Chairman Bucky Hoti has told Telegrafi that the festival has created great economic impact, especially in the accommodation and gastronomy sectors.

This festival has an extraordinary impact. In the economy of utility industry businesses, in this case at hotels, mostly at Airbubs, restaurants and other services, which are created for visitors, we know there will be a record number of visitors this year", Hoti said.

According to him, the demand for accommodation during the festival period has increased significantly.

Therefore, since now all the accommodation countries, mainly in the capital, are reserved and the impact is extraordinary. We have mentioned in the past years that this festival has a tremendous impact on economic impact, and at the same time it is a very good opportunity to create a good image for the capital itself, the Kosovo lighthouse", he said.

Hoti has also demanded that the festival be used as an opportunity to promote Kosovo culture and tradition.

"Normically that we have appealed to even last year to all the organisers of Sunny Hill, so that they can use this festival for the possibility of Kosovo promotion. We have seen a very large number of international visitors from countries that are coming and promoting Kosovo within the framework of Sunny Hill", the potential further on Hoti.

The Ministry of Foreign Affairs and Diaspore views the festival as an opportunity to promote Kosovo through international culture and contacts.

From the MPJD, they have told Telegram that Sunny Hill has helped increase Kosovo's visibility in the international arena.

The"Festival of Sonny Hill has made an important contribution to increasing Kosovo's visibility as a country of new cultural energy, artistic creativity and great youth potential", have stated by the ministry.

According to them, the festival provides opportunities for foreign visitors to recognise Kosovo through a direct experience.

The presence of local and international artists, along with thousands of visitors from different countries, creates an opportunity for the foreign public to recognise Kosovo through a direct"experience, the MPJD response reported.

The ministry considers the festival a form of mild diplomacy.

"Yes, the festival can be seen as a form of mild diplomacy, in the sense that it creates bridges of communication between people, cultures and different communities through music, art and cultural exchange", have stated by the MPJD.

Cultural policy analyst estimates that Sunny Hill has helped change the international perception of Kosovo.

Cultural policy analyst Besa Luzha has said that the festival has played an important role in increasing the country's international visibility.

"Suni Hill Festival has played an important role in increasing Kosovo's international visibility. Through the participation of world-remarked artists and international media interest, the festival has positioned Kosovo as a destination capable of organising cultural events of large size", Luza said.

According to her, the festival has helped change the way Kosovo is perceived abroad.

The"Festival has helped change Kosovo's perception from a country that has often been identified in the international discurs with the history of conflict, towards a country organizing contemporary cultural activities and is an active part of the European scene of festival", Luzha praised.

She has stressed that for a longer-term impact, these initiatives should be associated with other cultural policies.

However, the long-term impact depends on the continuation of organisation, artistic quality and the way this image is supported by other cultural and tourist policies", Luza said.

Compared to other international festivals, Luza has stressed that different forms of culture have complementary effects on cultural diplomacy.

"Sunny Hill does this mainly through popular culture and global music industry, while classical music festivals build longer-term relationships with artistic institutions, embassies and professional networks. Both forms are complementary and together enrich Kosovo's international cultural profile", Luza said, among other things. /Periscope/