Everlasting Experiences

Based on an interview with Elvis Kotherja, CEO of Elite Travel Group and Chairman of the Tourism Committee at AmCham

Tourism as a Priority Sector

Elvis Kotherja, in his role as Chairman of the Tourism Committee (AmCham), highlights the development of tourism as an extraordinary opportunity for the Albanian economy. He emphasizes that institutional support and a clear vision for the future have brought significant results.

Despite challenges such as the lack of a qualified workforce and the impact of exchange rates on revenues, tourism remains one of the most sustainable sectors of the economy. The Ministry of Tourism and Environment’s commitment to drafting a national tourism strategy, in collaboration with public and private stakeholders, is a crucial step towards further development.

This strategy, supported by strong political will and financial resources, can drive significant private sector investments. For every €1 million invested by the government, businesses are ready to invest seven times that amount. This public-private cooperation is key to building a sustainable, year-round tourism sector that creates continuous employment and positively impacts other economic sectors.

Albania as an Attractive Destination

Albania is transforming into one of the most attractive destinations for international tourists. To maintain this high level of interest, policymakers must implement the National Tourism Strategy, including financial support and the promotion of professional training and education.

Businesses in the sector should focus on improving the quality of services and avoiding price exploitation. This should be seen as an opportunity to create sustainable revenues rather than short-term gains. Investments in digitization and staff training in the use of modern technologies are also essential priorities for greater efficiency and accuracy in services.

At the same time, the overall visitor experience plays a vital role. Without smiles and courtesy from every employee, it is challenging to secure returning clients, who are the foundation of sustainable tourism.

Albania and Competition in the Adriatic

Compared to other Mediterranean countries, Albania is still in the early stages of tourism development. However, this presents an opportunity to build a new tourism identity based on the country’s unique traditions and culture.

Currently, the main competition revolves around pricing, but the long-term goal is to create an authentic brand that attracts visitors through personalized experiences and high-quality services. It is crucial for tourists to not only choose Albania but also specific destinations within it, where they can experience warm hospitality, traditional cuisine, and unique activities the country offers.

Albania’s hospitality and natural smiles remain strong assets, but these must be combined with professionalism and continuous education to ensure sustainability and differentiation in the international market.

Albanian tourism is on the right path to becoming an international success story. The combination of Albanian traditions and hospitality with innovation and professionalism in recent years can position Albania on the map of the world’s most sought-after destinations.

“Our path towards sustainable and differentiated tourism is clear: cooperation, investments, and continuous improvement. Only through these can we realize Albania’s full potential as a unique and attractive destination,” concluded Elvis Kotherja.

Source: https://amcham.com.al/newsletter-nr-17-english-shqip/