EUR ALB MNE Tourism Hospitality Assessment

Project Scope

Horwath HTL was engaged to conduct a comprehensive Tourism and Hospitality Assessment across the EUR ALB MNE region, encompassing Europe, Albania, and Montenegro. The objective of the project was to evaluate the tourism potential, identify key opportunities for development, and provide strategic insights to guide investment and growth in the hospitality sector across these diverse markets.

The assessment began with an in-depth analysis of the tourism landscapes in Albania and Montenegro, examining their unique demand drivers, including natural attractions, cultural heritage, and geographic advantages. In Albania, the focus was on emerging destinations such as the Albanian Riviera and UNESCO-protected heritage sites, while in Montenegro, emphasis was placed on its established luxury tourism market and burgeoning eco-tourism appeal.

Horwath HTL conducted a benchmarking study comparing these markets to similar destinations in Europe, providing a contextual understanding of their competitive positioning. The evaluation included an analysis of visitor trends, seasonality, and traveler demographics, as well as current and projected tourism infrastructure and hotel supply. Specific gaps in the market, particularly in the upscale and luxury segments, were highlighted, presenting actionable opportunities for investors and developers.

The project also assessed broader European tourism trends, considering how regional economic and geopolitical factors could impact the hospitality sectors in Albania and Montenegro. Recommendations focused on enhancing destination competitiveness, improving infrastructure, and leveraging cross-border synergies to promote sustainable growth.

The final deliverable was a detailed assessment report, offering strategic recommendations tailored to each market within the EUR ALB MNE region. This included actionable steps to attract investment, strengthen the tourism ecosystem, and position Albania and Montenegro as dynamic and sustainable players in the European hospitality market. By delivering a forward-looking analysis, Horwath HTL enabled stakeholders to capitalise on the region’s potential and align with global tourism trends.

Projectlocatie

Albania