The Balkan region has always been a place of intense interaction and rivalry among external powers. The West’s influence in the region is currently almost unchallenged, which explains the ongoing homogenization of the Balkans – the development of common features that became less evident in the 20th century. This article examines the tools and consequences of the Western influence on the political development of the region and analyzes the problems that Russia faces in its efforts to maintain and improve the relations with the Balkan countries. Currently, Russia cannot effectively compete with the West for the influence in the Balkans. It requires an adequate and realistic approach towards the Balkans and the concentration of limited resources in certain areas. These aims include the delivery of the TurkStream gas pipeline, good relations with Serbia and the Bosnian Serbs, attempts to restore the cooperation with Bulgaria and preventing further interconfessional dispute among the Orthodox churches in the Balkans.