Albania became a top destination for tourist inflows in 2023 with 10 million visitors, more than 56% increase compared to 2019. Now the sector should focus on sustainability. Sustainable Tourism is the way forward and this requires local experts, standardization and awareness raising. RisiAlbania and sector stakeholders took this up at a special Conference on Sustainable Tourism, at the annual “Tourism & Travel Show Albania” Fair, on 31st of January 2024.

This event shed light on the pivotal role of sustainable tourism, particularly in the Albanian context, emphasizing its potential for economic growth, youth employment, cultural preservation, and environmental conservation.

At the heart of sustainable tourism lies the recognition that it encompasses economic, social, and environmental considerations. Albania, in embracing this concept, seeks to offer tourists not just memorable vacations but also authentic experiences rooted in its rich historical and cultural heritage. By striking a balance between environmental conservation, economic benefits, and social impacts, sustainable tourism becomes a catalyst for holistic development.

Sustainable tourism serves as a linchpin for achieving the Sustainable Development Goals, given its multidimensional impact. Albania, blessed with pristine natural beauty and a diverse cultural heritage, is poised for further sustainable tourism development. From lagoons, lakes, and rivers to archaeological sites and historic cities, the country offers a tapestry of attractions that align with sustainable tourism principles.

This sector not only provides economic and employment opportunities but also enables rural communities to shift to the service sector. The Conference highlighted the significance of events like these in facilitating business-to-business (B2B) and business-to-consumer (B2C) exchanges, fostering shared values, and adapting offerings to meet demand.

In closing, 39 participants of the first series of webinars in the Albanian language on Sustainable Tourism received certificates of achievement, an initiative that took place throughout November and December 2023, in collaboration with the University of Luzern. As Albania embarks on this journey with Swiss support, it signals a collaborative commitment to a greener and more prosperous future through sustainable tourism.