Tourism boom: How Albania is finding its niche

DW (English)

Albania expects to welcome up to 15 million tourists this year — a record for the small Balkan nation. But in a region full of big tourism destinations, how can Albania attract visitors and keep them coming back?

Transcript

00:01Ten years ago it was mostly locals on this beach.

00:04Today it's packed with tourists from all over Europe.

00:07And Albania hopes they'll keep on coming.

00:10In 2024 the country welcomed a record 11.7 million foreign visitors.

00:14What are their first impressions?

00:16I think Albania is very diverse.

00:18There's good food, beautiful beaches, but also beautiful mountains.

00:22What I really like is the nature here.

00:24I think you can walk very well.

00:26Unfortunately, I only had six days, so I didn't have much time.

00:29But I want to come back again.

00:31Nice people, friendly people.

00:34The climate is excellent.

00:36And I think Albania has a lot of potential to become a great tourist nation.

00:43We have six children, so we would like to come back next time with the children.

00:47This is our first time in Albania.

00:50Our experience is very well.

00:53It's nice weather, very nice people, nice food,

00:57nice everything.

00:59To stand out in a region full of strong competitors,

01:03some hotels are offering more than just sun, sea and sand.

01:07They're offering culture too.

01:09It's a bit of tourism.

01:12And I'm not a great tourist, it's a great tourist.

01:17It's a great tourist tourist Berger, and France.

01:19In the city of Guille kinda, this is a great tourist.

01:23the hotel is reserved for a month or a year.

01:27I think that tourists have a lot of fun is folklore,

01:31which is popular music.

01:34They have a popular show for tourists,

01:37and they have a lot of fun.

01:41We have a lot of fun,

01:43from the beginning of the season to the end.

01:53But rapid growth means real challenges.

01:57But what I think is the main issue is the problem

02:01of the work of the staff.

02:03It's mainly the training staff,

02:05which is the need to be able to provide the sector.

02:09We have a lot of provisions

02:13with the work that we take abroad,

02:15mainly from the Aziena.

02:17We don't have a lot of money,

02:19because we have a lot of money

02:21with people who areends with screeches,

02:25shop situations,

02:26продукia,

02:27creta, etc.

02:29We have a lot of stopping people's destinations.

02:32My opinion is not usually about 딱 to swear

02:33on TVR.

02:43We see that area employees

02:44from TVR.

02:45Even though codes.

02:47We go to hell and play

02:49in terms of the countries that have a tradition in tourism.

02:53Some operators are no longer chasing the volume

02:56that comes with low-cost tourism.

02:58They're investing in experiences and in meaning.

03:01We don't want to copy either Gershin or Kroatshin.

03:04We want visitors to the Saphir

03:07to come to Albania with all the authorities.

03:10If they leave the bussesh

03:12and to show them, this is the biggest success.

03:15Albania is no longer on the sidelines of European tourism,

03:18but as its tourism sector continues to grow,

03:20the question now is what place it wants to occupy on this market.

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