Albania presents “high-quality, diverse, and authentic experiences” at ITB Berlin 2025
ITB Berlin News sat down with Tourism and Environment Minister Mirela Kumbaro to discuss Albania’s presence at this year’s show and the destination’s year-round, sustainable model
This year’s Official Host Country, Albania is presenting visitors with an immersive virtual journey through the country’s tourism offerings.
How does your role as this year’s Official ITB Berlin Host Country fit into Albania’s overall tourism strategy? What are you aiming to achieve through this partnership?
Albania has embarked on a transformative tourism journey, positioning itself as one of Europe’s most exciting destinations. We are aiming to develop a comprehensive tourism offering focused on high-quality services and premium experiences. Participation in ITB Berlin is intended to enhance and promote Albania’s tourism sector. At the same time, this partnership is part of a broader tourism marketing strategy aimed at strengthening Albania’s tourism brand—not only to visitors but also to professionals in the tourism industry.
Can you tell us more about your presence at ITB Berlin 2025?
As the Official Host Country of ITB Berlin 2025, Albania is not only showcasing its image across the show’s physical and digital platforms, we are also presenting a uniquely designed stand—an immersive experience offering a miniature journey through the country’s diverse tourism offerings.
I like to call our space at ITB Berlin the “House of Albania”, where visitors can explore the country’s breathtaking landscapes—from the stunning coastline and the majestic Alps to lush forests, bird-filled lagoons, and rushing rivers. They will also get close to Albania’s rich heritage, discover its cultural traditions, and experience vibrant local festivities. And, of course, no journey to Albania would be complete without indulging in authentic culinary tastings. Additionally, we invite everyone to experience the Vjosa River installation, celebrating Europe’s last wild river.
“I take great pride in the fact that our 28,000 square kilometres of land welcomed a record-breaking 11.7 million international visitors without ever being threatened by mass or seasonal tourism.”
How would you assess Albania’s tourism performance in 2024?
2024 marked Albania’s most successful tourism season ever—not only in terms of facts and figures but also in the exceptional quality of tourism experiences delivered. As the Minister of Tourism—and simultaneously responsible for the protection of nature and biodiversity—I take great pride in the fact that our 28,000 square kilometres of land welcomed a record-breaking 11.7 million international visitors without ever being threatened by mass or seasonal tourism.
Instead, Albania saw steady tourist flows throughout the year, attracting visitors beyond its stunning beaches to explore cultural heritage sites, UNESCO-listed cities, hiking trails, water sports, birdwatching, and immersive experiences in local villages. Albania has embraced a sustainable tourism model, increasing protected areas to 22% of the national territory.
Albania is known for its diverse tourism offerings. Which segments are a priority?
Situated along the stunning Ionian and Adriatic Seas, Albania is steering its sun-and-sea tourism toward high-end development, catering to elite travelers and premium experiences. The Albanian government has developed a business-friendly environment, offering fiscal incentives to attract top-tier international hotel brands. Albania is now home to 11 internationally recognised hospitality brands, including Meliá, Radisson, Maritim, Accor, and Marriott. The government also encourages the restoration of traditional homes into guesthouses, offering visitors authentic farm-to-table experiences. Additionally, the Ministry of Tourism and Environment actively promotes the certification of local tour guides.
Are there any special events in 2025?
Tirana, the country’s vibrant and youthful capital, is the Mediterranean Capital of Culture and Dialogue in 2025, featuring a rich calendar of events and activities. Albania is also making a mark in sports, as it prepares to host the “Giro d’Italia”, with the Grand Departure in the historic city of Durrës.
Looking to the future, what is your long-term vision for Albania’s tourism sector?
Albania is committed to strengthening its tourism potential by ensuring a sustainable development model that prioritises high-quality offerings, clear environmental policies, and the strategic promotion of Albania’s tourism brand.
Hall 3.1 / Stand 105
Hall 4.1 / Stand 200
Albania at ITB Berlin 2025
Albania, the Official Host Country of ITB Berlin 2025, has a wide range of events and activities in store for visitors to the show.
Tuesday 4 March:
A multisensory celebration of Albania
- 9.30 – 10.30 a.m. Hall 3.1/105
ITB Berlin Opening – Ribbon Cutting Ceremony - 10.30 – 11.30 a.m. Hall 3.1/105
Albanian Stand – The Prime Minister will meet and greet the tour operators, and we can take a family photo. - 11.40 – 12.30 a.m. Orange Stage / Hall 7.1a
Global Round Table: Next changes, next challenges
Mrs. Mirela Kumbaro Furxhi, Minister of Tourism and Environment of Albania - 1.00 – 1.30 p.m. South Entrance Messe Berlin
South Entrance Messe Berlin Vjosa Installation
With the presence of Mrs. Mirela Kumbaro Furxhi, Minister of Tourism and Environment of Albania. - 1.30 – 2.30 p.m. Hall 3.1/105
A Taste of Albania – Wine & Tradition - 2.30 – 3.00 p.m. Hall 3.1/105
Exploring Albania Through Active Tourism - 3.00 – 3.30 p.m. Hall 3.1/105
Albanian Stand Melodies of Metropolis: The Spirit of Albania Cities, by Albanian Night - 3.30 – 4.00 p.m. Hall 3.1/105
Albania: The Rising Gateway of Southeast European Tourism - 4.00 – 4.30 p.m. Hall 3.1/105
Performance: The Art of Elegance: Valle as a Dance of Grace, by Albanian Night elected dance from different Albanian regions - 4.30 – 5.00 p.m. Hall 3.1/105
The beauty of tradition is “woman” - 5.00 – 6.00 p.m. Hall 3.1/105
Happy Hour & All Senses Cocktail Experience
Wednesday 5 March:
nnovation, culture, and sustainable tourism
- 10.30 – 11.00 a.m. Hall 7.1b
Convention Blue Stage/ Opening of the Destination Track
Speech of Mrs. Mirela Kumbaro Furxhi, Minister of Tourism and Environment of Albania. - 11.00 – 11.30 a.m. Hall 3.1/105
TEA PRESENTATION
National Calendar of Tourism Events, the TEA (Tourism Events of Albania) application, an innovative tool for Albanian cultural tourism. - 11.30 – 12.00 a.m. Hall 3.1/105
Albania 2030 – The Next Investment Frontier in Europe - 12.00 – 1.00 p.m. Hall 3.1/105
A Mediterranean Culinary Journey – Live Cooking Show - 1.00 – 3:00 p.m. CityCube Berlin
Ministers’ Summit: Enhancing Investment, Ensuring Peace: Harnessing Growth, Shaping the Future - 2.00 – 4.00 p.m. Hall 7.1b
Convention Blue Stage / Destination Track - 3.00 – 3.30 p.m. Hall 3.1/105
Agritourism, Tradition and Folklore - 3.30 – 4.15 p.m. Hall 3.1/105
Albania: Cultural Exchange the Foundation for a Sustainable Future - 4.30 – 5.00 p.m. Hall 3.1/105
Wine Taste and Serenades
Thursday 6 March:
The future of Albanian tourism
- 11.00 – 11.30 a.m. Hall 3.1/105
Visit Gjirokastra at ITB Berlin Presentation - 11.30 – 12.30 a.m. Hall 3.1/105
Innovation Now: The amazing landscape of Innovative Albania - 12.00 – 1.30 p.m. Hall 3.1/105
A Taste of Albania – Tasting & interactive experience hosted by the Albanian Agritourism - 2.00 – 2.15 p.m. Hall 3.1/105
Documentary: Peeping Tourist – A Journey Beyond the Forbidden Curtain - 2.30 – 3.00 p.m. Hall 3.1/105
Beyond traditional tourism – Albania in the lenses of digital nomads - 3.00 – 3.30 p.m. Hall 3.1/105
Wanderlust in Albania- National Tourism Agency of Albania - 3.30 – 4.10 p.m. Hall 4.1b
Adventure Travel / Trans Dinarica Cycling Route – An epic adventure across the Western Balkans
