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IN BRIEF
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Situated at the crossroads between the West and the East, Albania is a country emerging from the shadow of a long dictatorship to turn towards the future with the ambition of becoming a new sought-after destination. With breathtaking natural landscapes, idyllic beaches, and a unique cultural richness, Albania is increasingly attracting tourists, and every year, the numbers continue to grow. The Minister of Tourism, Mirela Kumbaro, has set ambitious goals: to quadruple state revenue from the tourism sector by 2030, while providing quality tourism rather than mass tourism.
The rapid rise of Albanian tourism
Since the late 1990s, Albania has undergone rapid transformation. Once bunkered, the country is now emerging to welcome millions of visitors. In 2024, around 10 million tourists are crossing its borders, and this figure is expected to increase to 12 million this year, with forecasts suggesting up to 20 million by 2030. Tourism, which accounts for nearly 17% of gross domestic product (GDP), has become a fundamental pillar of the Albanian economy.
A bold strategy for 2030
At the heart of this dynamic, the tourism development strategy for 2030 is clear: increase overnight stays by 138% and quadruple associated revenues. Mirela Kumbaro emphasized that Albania must assert itself as a “champion of tourism”, stressing the importance of a quality offer. Although the construction of large seaside resorts is in full swing, the government remains vigilant not to sacrifice quality for quantity.
A hospitality sector in full transformation
To meet the growing demand, Albania is opening several 5-star hotels while seeking to improve service standards. This challenge is notable, as many qualified Albanians choose opportunities abroad, making it difficult to train competent staff in the tourism sector. However, the infrastructure is expanding, with a second airport under construction in Vlora, scheduled to open in 2025, which will further facilitate access to this emerging destination.
A unique cultural landscape
The natural and cultural treasures of Albania attract travelers in search of authenticity. With its beaches of crystalline waters, majestic mountains, and historically rich cities like Kruja and Berat, the country has much to offer. Many Franco-Albanian tour operators are beginning to offer immersive tours exploring both the nature and culture of this still little-known country.
Prejudices to overcome
Despite this potential, the absence of a centralized tourist office is a hindrance. Many prejudices, particularly around safety, still persist. However, Albania is safe, and petty crime is less of a concern than in several major Western cities. Improved communication and increased visibility could help dispel these doubts and attract more visitors.
A rapidly growing tourism community
The travel sector in France is beginning to take a serious interest in Albania, with specialists establishing themselves on site to develop innovative offers. Incoming agencies like Terre d’Albanie, founded by Klara Ravier, focus on providing authentic tours that connect nature, culture, and history. Direct flights offered by several airlines also facilitate access to this booming destination.
Events to strengthen the tourism identity
Establishing Albania on the European tourism stage requires multiplying events. The city of Tirana recently hosted the Travel Companies convention, bringing together industry professionals. These meetings provide effective promotion for the country and enhance its visibility among key players in international tourism.
A promising future
With its desire to integrate into the European Union, Albania looks to the future with optimism. This country, with its homogenous culture and legendary hospitality, is determined to carve out a place in the tourism market. Albania, this small country with big ambitions, has everything it takes to become one of the must-visit destinations in the Balkans and beyond.
