Albania, a land blessed by its natural resources
During the review period Albania was one of the fastest-growing travel destinations in Europe. Key factors driving its tourism growth are natural resources, cultural heritage, vicinity of mature European source markets and affordability. Albania is located in a region with some of the most developed tourism destinations in Europe: Greece, Italy, Montenegro and Croatia. It still has a long way to go before catching up with its neighbours. It is considered as one of the last undiscovered travel destinations in Europe and as such has great potential for growth. Transportation and travel accommodation, although constantly improving, are key growth constraints for the travel and tourism industry in Albania.
Improvments in transportation set the foundation for further growth
Most of the analysed travel and tourism industry categories in Albania saw double-digit growth during 2013. During 2013 Albanian tourism benefited most from improved transportation infrastructure as the number of low-cost flights from and to European destinations continued to grow and the first highway connecting it with another country was opened – the A1 highway connecting Albania and Kosovo. Further construction of the highway through Kosovo is planned, which will eventually integrate Albania into the pan-European highway grid.
Tourism strategy to discover Albania
The Albanian tourism strategy stresses that its core tourism product must encourage visitors to discover many facts about Albanian culture and nature. The strategic positioning statement of Albanian tourism proclaims Albania as a safe destination with a variety of cultural and natural attractions concentrated on a small area, easily accessible for Europeans. The strategy aims to invite visitors for an active vacation, motivating them to “discover” Albania.
Geopolitical and safety risks
Safety has proven to be a major issue which needs to be addressed as news of fatal shootings on a beach in Albania during the summer of 2013 spread around the globe. Although this is an isolated example, it was a reminder that crime is a major issue in Albania. There are still numerous unresolved political issues in the region which could destabilise Albania, such as the unresolved status of Kosovo and political aspirations of Albanians living in Macedonia. The dream of a Great Albania is alive with some political groups and this could become the cause of new conflicts in the region.
Growth of Albanian tourism over the forecast period will likely be weaker than what was seen during the review period in terms of number of arrivals for example. Nevertheless, Albania will continue to be one of the fastest-developing tourist destinations in Europe, which will likely arouse interest with international investors. Investment opportunities in Albanian tourism are great, considering that supply is constantly struggling to meet rising demands from European clientele. Main trends to look out for in Albania over the forecast period are finding Albania’s place in cruise ships’ itineraries, arrival of international hotel chains and development of facilities for active vacation such as amusement parks, mountain destinations and spas.
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The Travel and Tourism in Albania market research report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation
- Historic volumes and values, company and brand market shares
- Five year forecasts (of market share, market trends, market growth)
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