Albania hosted the Forum on Environment and Sustainable Tourism (3 – 5 April 2023) in collaboration with UNWTO

Albania will host the 70th UNWTO Regional Commission for Europe in Tirana, in 2024

Rural tourism

(Match: The Integrated Rural Development Program, a four years programme launched by the Albanian Government in 2018, aims at enhancing the value of villages through an improvement of the public infrastructure, economic development of the areas and the development of social and human capital in 100 villages (So-called “100 villages” initiative). The development of rural tourism and attraction of foreign investments is identified as a priority by Albania

• Explore the possibilities of joint initiatives.
• Explore the possibility of potential collaboration with the UNWTO – FAO work initiative
• UNWTO Rural Tourism Development Programme - Best Tourism Villages of the World: International Label; Tourism Villages Upgrade Programme; Best Tourism Villages Network
  • Albania did not submit any applications for the Best Tourism Villages pilot project in 2021
  • Albania submitted two applications for BTV 2022 and one application for BTV 2023, but neither was elected

Measurement and Statistics

(Match: The lack of an integrated Statistics system was identified as a challenge by Albania. There is no clear integration of data between the Ministries)

• Technical cooperation: UNWTO could provide dedicated trainings and workshops to support the country in the collection and monitoring of tourism data.
• UNWTO Amadeus Masterclass: Possibility to organize a Masterclass delivered by Amadeus experts on the analysis of data for better tourism decision-making.

Education & Training

(Match: Employment is an issue of high importance for Albania, along with the creation of jobs in particular for youth. Education and training have been identified as crucial for the success of Albania's tourism.)

• UNWTO.Academy: UNWTO can assist Albania in the development of tourism educational programs (i.e, curricula), along with the delivery of tailored-made trainings (I.e., training for officials).
• Innovation Hubs Network worldwide.
• UNWTO Start-up Competition, the world’s largest startup competition in tourism
• Introduce the UNWTO Students League
• Introduce the UNWTO traineeship programme and staff on loan programme

Sustainable tourism development and enhancement of key tourism segments

(Match: Albania is putting strong emphasis on the development of key segments, through the development of innovative tourism products. Principal segments, considering the assets of the country, are: cultural tourism (Regions nearby archeological sites), nature tourism (National wildlife, parks), rural tourism (Villages with important cultural and historical heritages), and coastal tourism (Coast facing the Adriatic and Ionian Seas)

• Segments of interest: Support Albania in the enhancement of its tourism segments of interest through capacity-building activities (Tourism Plan, tourism promotion, tourism product development) or support in the development of research activities (TMIC, TECO)
• One Planet Sustainable Tourism Programme
  • Global Tourism Plastic Initiative
  • Glasgow Declaration on Climate Action in Tourism
  • COVID-19 Responsible Tourism Recovery

Attraction of foreign investment

(Match: One of the key priorities is to attract foreign private investments, in particular in tourism) 

• UNWTO can offer customized investment guidelines to cater to Albania´s specific needs
• UNWTO & fDi intelligence from the Financial Times - UNWTO Members can have limited access to world-class digital investment platforms at no cost

Matching priorities

National Stragegy for Sustainable Toruism Development 2019 – 2023

Mission

1. Development of destinations, areas, products and diversification of the tourism offer 
2. Increasing the added value of tourism potentials for the economic and social development of the country

Strategic Goals

1. Creating new development poles and industries, as well as consolidating the tourism offer 
2. Increasing the added value and impact of the sector on the economy and employment
3. Development of new products and services in tourism, as well as improvement of their quality
4. Improving the country’s image and promotion of local products

Specific Goals

1. Promotion of Private-Public Investments
2. Improvement of Tourism Services
3. Development of Tourism Products
4. Re-orientation of Promotion towards potentials
5. Supporting the Management of Destinations

Sectors

Coastal: Coastal, Maritime
Natural: Mountain Tourism , Eco Tourism, Waterfront
Thematic: Cultural, Agro tourism, MICE, Eno-Gastronomy, Health

Vision

Quality over quantity, value over volume, while ensuring resources and assets

Source : MTE - NATIONAL STRATEGY FOR SUSTAINABLE TOURISM