Hospitality Experience

Tourism and Hotel Market Study for Albania

Horwath HTL Albania conducted a comprehensive tourism and hotel market study to support the client in gaining a deep understanding of Albania's evolving hospitality landscape. The study provided a detailed analysis of the current market dynamics, offering valuable insights into the country’s tourism potential and its positioning as an emerging destination in the region.


Project Scope

Horwath HTL Albania conducted a comprehensive tourism and hotel market study to support the client in gaining a deep understanding of Albania’s evolving hospitality landscape. The study provided a detailed analysis of the current market dynamics, offering valuable insights into the country’s tourism potential and its positioning as an emerging destination in the region.

The market study began with an assessment of Albania’s tourism sector, focusing on key demand drivers such as natural attractions, cultural heritage, and the increasing appeal of the country’s coastline and mountain regions. Visitor trends, including the growth of international arrivals, seasonality, and target demographics, were analysed to provide a clear picture of the market opportunities.

Horwath HTL examined the existing hotel supply in Albania, categorising properties by segment, location, and operational standards. This benchmarking exercise identified gaps in the market, particularly in the upscale and luxury hotel sectors, and highlighted opportunities for investment in key destinations such as Tirana, the Albanian Riviera, and UNESCO-listed cities like Berat and Gjirokastër.

The study also included a competitive analysis of regional markets, assessing Albania’s positioning relative to neighbouring countries in the Balkans. Recommendations were made to enhance Albania’s competitiveness through strategic investments in tourism infrastructure, marketing, and product development.

The final deliverable provided the client with actionable insights and a strategic roadmap for leveraging Albania’s tourism growth. By delivering a thorough and data-driven market study, Horwath HTL Albania equipped the client with the tools to identify investment opportunities and contribute to the sustainable development of Albania’s hospitality sector.

Tourism
Strategy and Planning
Destinations