Albania continues to solidify its place as a prime destination for organized tourism, with foreign tour operators arriving as early as the first months of 2025 to secure guarantee contracts for the summer of 2026. According to Rrahman Kasa, Chairman of the Albanian Tourism Union, countries like Germany and Israel are showing increasing interest, while Poland and the Baltic nations remain among the most loyal markets.
Strong Presence at ITB Berlin
Albania recently made a significant impression at the world’s largest tourism fair, ITB Berlin, where it was featured as the guest of honor. The event served both business-to-business networking and promotional purposes. Over 50 Albanian tourism businesses participated in pre-arranged meetings with international operators. Kasa emphasized that the interest in Albania was considerably higher than in previous years, largely due to its honored status at the fair.
The Albanian pavilion was designed with careful attention to detail, incorporating national and traditional elements that caught visitors' eyes and helped position Albania as a distinctive tourism destination. The grand opening ceremony showcased the country’s rich diversity and vibrant culture, effectively correcting past shortcomings in promotion and marketing.
“Many participants were surprised by how little they knew about Albania and how inaccurately the country has been portrayed,” Kasa noted. “This event significantly contributed to improving our national image.”
What Attracts Tour Operators?
The growing appeal of Albania lies in its versatility. While coastal mass tourism remains dominant, there has been a notable surge in interest for cultural tours. Tour operators have reported increasing demand for culinary tours, agrotourism, and adventure tourism—all of which Albania can offer in abundance.
The Albanian Alps have emerged as a hotspot, particularly for experience-driven travel centered around city life and cultural immersion. Tirana, in particular, has become a favorite for its vibrant atmosphere and culinary scene. Additionally, conference tourism is gaining traction, though Albania’s limited infrastructure—especially large event halls—continues to pose challenges.
Vlora Secures Advance Contracts
For the first time, Vlora has been included in pre-paid contracts for organized tourism, with the expectation that charter flights will operate from the newly constructed Vlora Airport. Kasa confirmed that suitable accommodations in Vlora have already been secured. However, he also emphasized that failure to open the airport on time would present significant problems for tour operators.
Meetings with government officials and stakeholders, including Behgjet Pacolli, have yielded reassurances that efforts are being made to ensure at least partial functionality—particularly one runway ready for charter flights—by the upcoming summer season.
Charter Flights Begin in May
Charter flights are set to begin in mid-May, primarily bringing tourists from Poland and the Baltic states. Kasa revealed that demand for the 2025 summer season has already been fulfilled, with heightened interest now shifting toward summer 2026. Tour operators are keen to secure the best accommodations in advance, particularly as Albania’s capacity remains limited.
Guarantee contract requests for organized charter tourism are steadily increasing from German, Israeli, and Polish operators—another sign of Albania’s rising stature as a tourist hub.
Infrastructure Challenges Remain
Although elections in Albania are not expected to impact the tourism sector, infrastructure remains a pressing concern. As tourist numbers grow, so does the strain on Albania’s roads. Bottlenecks on major routes, particularly the Tirana-Durrës highway, continue to hinder travel, especially during peak season.
“Losing 2–3 hours in traffic while transporting organized tourists to places like Golem is far from ideal,” Kasa said. He pointed out that even minor investments—like resolving private property issues on secondary roads—could significantly alleviate congestion.
Tourist Preferences: From All-Inclusive to Flexibility
Tourists traveling under guarantee contracts generally prefer all-inclusive packages. Meanwhile, visitors whose trips are organized by foreign operators (but not pre-paid) typically opt for bed and breakfast packages, seeking flexibility for meals and activities.
Preferences vary by country: Nordic and German tourists often choose partial packages, while Central Europeans and Israeli travelers favor all-inclusive options.
A Growing Market: Kosovo
Tourists from Kosovo are making a visible return, especially during weekends. While the visa liberalization in 2024 initially sparked curiosity for traveling abroad, the trend appears to be stabilizing. Kasa believes that despite competitive pricing from destinations like Greece, Albania retains key advantages such as language, cultural familiarity, and accessibility.
“In 2025, we expect a significant increase in tourists from Kosovo,” he concluded.