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| Gjirokastra Bazaar, December, 2023 |
Albania experienced a significant influx of tourists last year, but tour operators are particularly noting a trend towards extending the tourist season. In several historical Albanian cities, such as Gjirokastra, operators are now working to expand tourist offerings even during the winter. The tourism sector continues to face challenges related to services, workforce, and fluctuations in the exchange market.
Gjirokastra, one of Albania's historical cities, is making efforts to attract visitors even during the winter season.
"Especially during weekends, both local and foreign visitors are numerous," says Hysen Kodra, owner of two hotels and a restaurant in the city.
"We have had visitors even during this season; December was good for the hotel, and January as well. We work at full capacity, especially on weekends. Prices decrease during this season, and some ongoing works in the historical area, such as parking and market restoration, support the attraction of tourists," adds Mr. Kodra.
Maksi Hoxha, a hotel entrepreneur and head of the Chamber of Commerce, notes that Gjirokastra is breaking the trend of the absence of local tourists during the winter.
"The trend of what we were seeking all the time, local tourists, started and the taboo of missing tourists was breaking. Because foreign tourists were traditionally sought in the six-month season from April to October. Last year-end and the beginning of this year, reservations have been satisfactory from local tourists," he says.
Hoxha also speaks about a new trend during the past year when tourist inflows increased significantly even in July and August in the historical city.
"A new trend last year in the tourism sector was the July and August period. In previous years, there was a decline after the traditional cultural tourism season, which started in April until June, and the two summer months of July and August experienced a stagnation with low influx since tourists moved, especially to the coast. During 2023, we had a surge of tourists in Gjirokastra even in July and August, thanks to the activities of large tourism companies," he explains.
The Gjirokastra region has significant tourism potential that it has started to showcase with authentic values, says Kristina Fidhi, who coordinates the virtual platform "Visit Gjirokastra" and also organizes horse riding tours.
"The region combines the cultural part the best, with more experience than any other area because services have been raised due to demand and pressure from international operators who want authenticity. But the region combines this with activities in nature, which are abundant even in winter. Excellent walks can be taken in this season in the surroundings. There are trails that are not dangerous, of low to medium difficulty, that anyone can do. These are combined with life in the village, with food, with music. We have seen visitors taking dance lessons, getting involved in polyphony. They are not many, but this is the tendency. This would differentiate the profile of the region from another. Because every region should have an authentic profile. This should also be the offer in winter for municipalities washed by the Vjosa River, now a National Park with many opportunities for natural and rural tourism," says Ms. Fidhi.
She notes that small communities in rural areas are starting to generate income from tourism, encouraging them to increase services.
However, the challenges in the tourism sector are significant, not only related to quality services but also due to the lack of workforce and fluctuations in the exchange market.
Albania recorded around 10.1 million visitors in 2023, but beyond the quantitative indicators, the sector seeks more support to improve services and expand the tourist offer.