In an interview with Radio Free Europe, Albania’s Minister of Tourism and Environment, Mirela Kumbaro, discusses how tourism has evolved into an industry and spread across almost the entire country, operating throughout the year. She anticipates a rise in foreign tourist numbers but acknowledges that Albania was unprepared for the tourism boom in recent years.
She emphasizes that the goal is elite tourism, while also promising positive news for those seeking more public beach spaces. Among the key challenges the country faces with increasing tourism, Kumbaro highlights waste management and public transport.
Radio Free Europe: According to a report by the UN World Tourism Organization (UNWTO), Albania ranks second globally and first in Europe for the highest growth in tourism. How significant is this indicator for the country?
Mirela Kumbaro: This is crucial for both Albania’s reputation globally and its economic development. Tourism is undoubtedly the most important sector of our economy. For the past two years, we’ve begun talking not just about tourism as an economic sector, but as an industry. This means that what we forecast about eight years ago, that tourism would be Albania’s future and key to economic development, is now tangible. International organizations, like the UNWTO, have also recognized this progress.
UNWTO’s barometer for the first half of the year ranked Albania second globally for international tourist growth and first in Europe, compared to the pre-pandemic period. Albania has not only recovered but exceeded expectations. We predicted we would reach 10 million tourists by 2027 or 2030, but we’ve already hit that target in 2023.
This success is the result of consistent work starting back in 2014, which we conceptualized under the “Urban Renaissance” program. It brought about psycho-aesthetic and psycho-architectural transformations, as well as a new synergy in the relationships between private and public sectors.
Two key trends that have emerged in the past two years are the spread of tourism across the country and year-round tourism. These developments make tourism sustainable, create new maps, and encourage tourists to explore destinations beyond the coast.
Radio Free Europe: The same report ranks Albania as the country with the greatest increase in tourism revenue globally. What impact has this had on the tourism business chain?
Mirela Kumbaro: This is one of the best things for the economy. Tourism-related income has grown significantly. In 2022, tourism revenue reached 2.8 billion euros; in 2023, it was 4.2 billion euros. According to the Bank of Albania, the first half of this year saw 500 million euros more than the same period last year. It’s not enough to just count the number of visitors—what matters is the revenue they generate.
Radio Free Europe: The 2024-2030 tourism strategy plans to divide the country into six tourist regions. What will this plan bring?
Mirela Kumbaro: We have a big job ahead of us to further formalize Albania’s economy in terms of tourism. That’s why, with the new strategy we’re proposing to the Government, “Tourism in Albania 2030,” which is set to be approved in the coming weeks, we anticipate interventions in the fiscal system, information, and reforms in agencies like the Albanian Investment Corporation, the Investment and Development Agency, and the National Tourism Agency.
This represents a form of soft diplomacy, a benefit for the nation and Albanians wherever they are.
Radio Free Europe: In presenting the strategy, you stated that “every 1 km of beach will have at least 300 meters of public beach.” How achievable is this promise, as you’ve also described it as a major challenge?
Mirela Kumbaro: The Albanian coast is one of the main attractions in our tourism offer. However, our experience over the years has taught us to manage this space better, aiming to create a fair balance between the beach as a public space that must be accessible to the public and the need to maintain a balance that serves the interests of the private sector.
The new beach regulations take this balance into account, focusing on sustainable, serious, long-term, and consolidated investments in the hospitality sector.
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