“Remarkable diversity packed within a small territory”
ITB Berlin News spoke with Albania’s Minister of Tourism and Environment, Mirela Kumbaro, to discuss the country’s ambitions as an up-and-coming destination
Albania is a small but mighty destination with a diverse tourism offering that brought about its stellar performance of 10.1 million foreign visitors in 2023. As the government pursues its efforts to stimulate the sector and prioritise sustainable development, 2024 is already off to a positive start.
Albania is an up-and-coming destination. How do you explain its growing appeal? What are the main components of its attractiveness?
Albania is renowned for its breathtaking beaches, yet its hinterland and northern Alpine region hold vast potential for ecotourism. The true strength of our offering lies in the remarkable diversity packed within a small territory. Within our villages, tourists encounter rich pastoral traditions and heartfelt hospitality, while just a stone’s throw from the beaches, they discover UNESCO-protected world heritage cities like Berat and Gjirokastra, along with awe-inspiring natural landscapes.
In 2023, UN Tourism ranked Albania first in Europe and third globally for the recovery of international tourist flows.
How was 2023 for Albania’s tourism industry? What are your expectations for 2024?
In 2023, Albania had its most successful year in terms of tourism, with 10.1 million foreign visitors arriving from all six continents. Our top incoming markets include neighbouring Balkan countries and Italy, with Italian tourists increasing by 56% and becoming the second-largest group of visitors to Albania. Additionally, a significant rise was observed in tourist arrivals from Spain, Germany, the Netherlands, and Britain. Albania also welcomed over 12,000 tourists from China and over 10,000 tourists from India during the year, highlighting the country’s burgeoning potential in the Asian market. Also, in 2023, UN Tourism ranked Albania first in Europe and third globally for the recovery of international tourist flows. This year, January has already marked a promising start with a 30% increase in visitors compared to last year.
How are you marketing Albania as a tourism destination and what is your strategy for the coming years?
Albania has an immense tourism potential year-round, and our aim is to showcase this rich offering to the public. We’re thrilled to introduce our new slogan, “Albania All Senses,” which encapsulates the diversity of experiences our country offers. We are crafting the new tourism strategy for 2024-2030 with the goal of elevating Albania to the status of an elite tourist destination.
How is the offer matching demand in terms of accommodation and air connections? Are there any specific programmes from the government to encourage investments in these areas?
The Albanian government has implemented a liberal framework aimed at fostering a conducive investment environment for foreign investors and special legislation targeting strategic investments. In line with this strategy, Albania is offering regulatory incentives, including income tax and infrastructure tax exemption. As a result, renowned hospitality brands like Marriott International, Radisson, Hilton, and Hyatt, Melia Hotels International, Maritim, and the InterContinental Hotels Group are now present in Albania.
This dynamic growth in the hospitality sector is underpinned by the government’s strategic framework. Infrastructure investments have been strategically directed to bolster the tourism industry, enhancing connectivity between tourist destinations and the capital, Tirana. While Tirana’s airport reached a record of over 7 million passengers in 2023, our second airport in Kukes began operating, and construction is underway for Vlora in the south. A fourth airport is also planned in Gjirokastër, promising expedited access to the renowned beaches, Saranda and Ksamil.
What steps are being taken, to foster and implement a sustainable tourism strategy? Could you share some examples?
Operating under the same ministry, tourism and environmental management are integrated, fostering comprehensive policy making that balances both perspectives. Albania has expanded its network of protected areas, recognising them as natural treasures and opportunities for environmentally conscious tourism. A “par excellence” example is the Vjosa River, which is protected as a National Park. Currently, natural tourism is flourishing in Albania, with 4.6 million visitors exploring protected areas, Natural Parks, or National Parks in 2023, as well as cultural tourism with over 1 million visitors exploring archaeological and cultural sites. Culinary tourism is also emerging as a highlight.
A full agenda of events
Albania is not only showcasing its tourism offering at its spacious booth where some 26 tour operators are on hand for B2B meetings, the country is also hosting a full programme of events.
Today’s events on Albania’s stand:
11:00
Let’s talk about: Welcome with hand on heart, a full presentation from Mayors of seven Albanian touristic destinations.
12:00
Albania Official Host Country ITB Berlin 2025: Signing ceremony with the participation of Minister of Tourism and Environment of Albania, Ms. Mirela Kumbaro and ITB Berlin CEO Ms. Deborah Rothe.
13:30
Networking Event and Happy Hour: OriginAL – A drink menu inspired by our culinary traditions.
14:00
Albanian destinations: Touristic Gjirokastra.
15:00
Albanian destinations: Touristic Saranda.
16:00
Albanian destinations: Touristic Përmet and Tepelena.
