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Tourism in Albania, DW: There is a lack of qualified staff and pressure to maintain authenticity

Politiko 2025-06-20 18:18:53

Tourism in Albania, DW: There is a lack of qualified staff and pressure to

Albania expects to welcome up to 15 million tourists this year — a record for the small Balkan nation. But in a region full of major tourist destinations, how can Albania attract visitors and keep them coming back?
DW writes that Albania is no longer a hidden gem. In 2024, more than 11.7 million foreign tourists visited the small Balkan country, and officials expect that number to increase to 15 million by the end of 2025 — a figure almost four times larger than the country's population.

To compete in a region dominated by long-established, big tourism players like Greece and Croatia, Albania needs more than just low prices and picturesque beaches.

That's why some hotels are trying a new approach: offering cultural experiences like folk dances and local food tastings to create a deeper connection between guests and local culture.

But this recent growth comes with major challenges: a lack of qualified staff and the pressure to maintain authenticity.

Tourism officials say Albania is not a low-cost destination, but a growing competitor. The question now is not how to attract tourists, but how to keep them coming back for all the right reasons.

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