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

Tourism has experienced significant growth in recent years and is increasingly recognized as a priority sector. As a representative of the business community in this sector and the Tourism Committee, do you agree with this view? Can tourism become a driving force for Albania’s economy?

First, I would like to extend my heartfelt thanks to the entire executive team for their unwavering support of the Tourism and Hospitality Committee. Without this assistance, we would not have achieved the results we are seeing today. These accomplishments will serve as the foundation for our continued work in the sector in the years ahead.

It’s undeniable that tourism remains the only sector in the Albanian economy showing consistent growth despite numerous challenges. Among these challenges are exchange rate fluctuations, which negatively affect the sector’s revenues, and the severe shortage of skilled labor. However, it’s encouraging to see a clear commitment from all key stakeholders—political institutions, the government, and the private sector.

One of the most positive developments in recent years is that the Ministry of Tourism and Environment now has a clear vision for the future. The Ministry has shown leadership by taking the initiative to create a final draft of the tourism development strategy, to which we have also contributed. This is a very promising sign for the entire industry.

For the first time, we have a strategic development plan in place. The process of creating this plan has been highly productive, with input from a wide range of local and international stakeholders, including both public and private institutions. As a result, we now have a clear outlook for the sector’s future in the coming years.

However, a written strategy alone is not sufficient. There must also be strong political will to implement it, supported by the necessary financial resources. In the end, businesses in Albania prioritize sectors where government support is clearly visible. For every 1 million euros invested by the government, businesses are ready to invest at least seven times that amount.

Tourism has the potential to become a significant driver of Albania’s economy. Our goal is to develop year-round tourism—a type of tourism that supports the economy, creates steady employment, and positively impacts other sectors. Additionally, year-round tourism helps achieve the social and economic goals of sustainable tourism.

Albania is emerging as an attractive destination on the map of countries to visit. To maintain this interest, what should policymakers focus on? And what role do businesses in the sector play?

Indeed, this is a golden opportunity that should not be missed. Policymakers must focus on one simple priority: to implement the tourism strategy with full financial support and continue the positive approach they have shown towards the private sector. It’s essential that development efforts be coordinated at every stage, with a special emphasis on professional training and education. Without this, the industry will not have a sustainable future.

On the other hand, businesses have a key responsibility as well. They must focus on service quality and pricing. An increase in demand should not be seen as an opportunity for exploitation but as a chance to create a stable source of revenue for the years ahead.

Digitalization is another crucial factor that will help the industry become more efficient, faster, and more accurate. Businesses should prioritize investments in digital tools—not only by implementing new systems but also by training staff to use these tools effectively.

Lastly, professional training and education remain essential pillars for tourism success. Allocating funds for this purpose is critical. Private businesses should not wait for public institutions to act but should seek solutions to improve service quality on their own. Without a smile, good manners, and ethics from every employee in the industry, repeat customers will be difficult to retain. And without repeat customers, sustainable tourism cannot be built.

By 2025, we should not just say “thank you” when serving customers; we should all learn to say, “You are welcome,” whether we speak English or not.

How does Albania compare to other Adriatic countries? Can we become strong competitors? What steps should be taken to succeed in this competition?

At this stage, it’s natural that Albania ranks near the bottom compared to other Mediterranean countries. This is an expected outcome given that our tourism industry is still relatively young. However, what holds us back most is not a lack of experience, but rather the absence of a well-defined organizational structure, both in policymaking and in the management of businesses within the industry.

Ultimately, tourism is not simply a sector; it is business management. Only 20% of the industry is directly related to tourism as a concept, while the other 80% functions much like any other industry, such as manufacturing or services. This understanding must be clear to all stakeholders involved.

Albania is fortunate to have the opportunity to build a new tourism identity based on our unique traditions and culture. This is the central focus of our national strategy. At the same time, in this early stage of development, we must compete on price. This approach is necessary until we reach a level of maturity in service quality and can create an authentic brand that differentiates us and gives us a sustainable competitive advantage.

The goal is for visitors not to simply come to Albania, but to choose a specific destination within the country. A destination where they prefer a unique accommodation experience, where they enjoy local dishes prepared by Drita, taste wine from a winery in Fishta, and participate in activities led by friendly and professional guides like Armand and Artani.

We must continue to compete based on what we are already known for: our hospitality and the warmth of our smiles. But this must be combined with the professionalism we have developed over the years and the ongoing refinement of our knowledge in this ever-evolving industry. Professional education and continuous development are key to maintaining our competitive edge.

This is our path toward sustainable, successful, and differentiated tourism, which will place Albania among the world’s most sought-after destinations.

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

National Conference on Sustainable Tourism Development in Albania

On December 6th, 2024, Tirana hosted an event that brought together key players in the tourism industry, government representatives, and sustainability advocates. The discussions revolved around implementing Global Sustainable Tourism Council (GSTC) Criteria in Albania, integrating sustainability into national strategies, and addressing challenges faced by the private sector.

Elite Travel Group was proud to participate in this important event, represented by our managing director, Elvis Kotherja.

Advocating for Standards in Tourism

Elvis Kotherja emphasized the critical need for the Albanian government to address and uphold global tourism standards. He highlighted that by aligning national strategies with these standards, Albania could ensure quality, accountability, and competitiveness on the global stage. Standards not only provide a roadmap for growth but also serve as a foundation for businesses to implement sustainable practices effectively. Elvis acknowledged the ongoing process of pursuing standards from the Albanian government.

Empowering the Youth

In his address, Elvis spoke about the role of youth orientation in tourism development. He underlined the importance of investing in the new generation, not just as the future workforce but as changemakers who can drive innovation and sustainability in the tourism industry.
He also empathized the necessity of treating the youth and new professionals with respect, dignity, and fairness. Creating opportunities for young people to thrive, whether through education, employment, or entrepreneurship, is key to a sustainable tourism sector.

The Role of Sustainability

Sustainability was another cornerstone of Elvis Kotherja’s message. The managing director of ETG, reiterated that tourism in Albania must prioritize preserving the country’s unique landscapes and cultural heritage while creating meaningful experiences for travelers. Sustainable tourism is not just a trend—it is a responsibility that ensures the longevity and quality of Albania’s tourism offering for generations to come.

Collaborative Highlights

The conference also celebrated the progress of Albania’s first cohort of GSTC-Certified Auditors, showcasing efforts to enhance the country’s commitment to sustainable practices. Special recognition was given to UCSL’s Balkans Team Leader, Madlina Puka Özgür, for her active participation and leadership in this dynamic region.

Other distinguished participants included Ruth Huber, Cordula Wohlmuther, Luis Elizondo, Ilva Gjuzi, Sondor Travel, Urs Wagenseil, Siniša, Muedini Edlira, and representatives from GIZ Albania. Their contributions to the discussions added depth and valuable perspectives on the importance of balancing rapid growth with environmental preservation and cultural integrity.

A Shared Responsibility

Throughout the day, the panel discussions, including “Achieving Certification through a GSTC-Accredited Certification Body,” led by GSTC CEO Randy Durband, emphasized Albania’s potential to set an example in sustainable tourism. The Ministry of Tourism and Environment, under the leadership of Minister  Mirela Kumbaro, reaffirmed its commitment through the recent Memorandum of Understanding (MoU) with GSTC, signaling a united effort to elevate Albania as a responsible tourism destination.

Gratitude and Hope

The conference was organized with the support of key partners, including the Ministry of Tourism & Environment, GSTC, RisiAlbania, Swiss Agency for Development and Cooperation, and Partners Albania for Change and Development. Their collaboration and dedication to sustainability efforts left participants optimistic about Albania’s strides in responsible tourism.

At Elite Travel Group, we believe in working together to foster a tourism sector that celebrates natural wonders, preserves cultural heritage, and creates opportunities for all. The conference was a testament to the power of collective effort, and we look forward to contributing further to these shared goals.

Elite Travel Group
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