Tourism Experience
Albania Tourism Development Strategy
Horwath HTL was appointed by GIZ and the Ministry of Tourism and Environment of Albania to create a comprehensive tourism development strategy for the entire country.
Albania, as an emerging player in the global tourism market, faces a variety of challenges that need to be addressed to unlock its full potential. During the initial phase, we conducted an extensive analysis of both internal and external factors impacting the sector, identifying key barriers and opportunities.
Project Scope
Horwath HTL was appointed by GIZ and the Ministry of Tourism and Environment of Albania to create a comprehensive tourism development strategy for the entire country. Albania, as an emerging player in the global tourism market, faces a variety of challenges that need to be addressed to unlock its full potential. During the initial phase, we conducted an extensive analysis of both internal and external factors impacting the sector, identifying key barriers and opportunities.
Building on these findings, we developed a long-term vision and strategic positioning for Albania. This included defining geographical and experiential clusters to enhance the country’s unique tourism appeal. The strategy emphasized leveraging Albania’s natural beauty, cultural heritage, and its untapped potential in ecotourism and adventure tourism.
In the next phase, we outlined a robust set of development measures. These included key areas such as attracting investments, creating regulatory and legislative frameworks, optimizing taxation policies, and establishing a cohesive destination management system. We also focused on destination marketing to build Albania’s brand on the international stage, alongside developing tourism products and experiences that cater to different market segments. Human capital development was another critical component, ensuring the country has the skilled workforce needed to support this growth.
A comprehensive cost estimation, complete with an implementation timeline extending until 2030, was also provided. The strategy was officially launched on October 12, 2024, and is set to position Albania as a rising star in global tourism, paving the way for sustainable growth and economic development in the sector.
Lokalizacja projektu
Albania