The Development of Sustainable Tourism in Albania and Tourists’ Approach Towards Development
The Development of Sustainable Tourism in Albania and Tourists’ Approach Towards Development

Author(s): Enrik Sejdinaj, Loris Hoxha, Rakela Zefi Lazaj, Besmir Kanushi
Subject(s): Economy, Business Economy / Management, Marketing / Advertising, Tourism
Published by: Университет за национално и световно стопанство (УНСС)
Keywords: sustainable tourism; Albania; tourist perceptions; digitalization; regional development
Summary/Abstract: This article analyzes the development of sustainable tourism in Albania and tourists’ perceptions of this process. Tourism is one of the most dynamic sectors of the Albanian economy, with extraordinary natural and cultural potential, but also with serious challenges related to sustainability, diversification of the offer, and infrastructure improvement. The study is based on a combination of methods: a literature review on the concept of sustainable tourism and an empirical analysis through questionnaires distributed to tourists (401 individuals) and tourism businesses (1900 units). The article relies on existing literature and data from international organizations such as UNWTO and OECD, as well as on several studies conducted in the Albanian context. The aim is to analyze the challenges and opportunities related to this form of development, as well as to examine tourists’ attitudes toward sustainable practices during their visits to Albania. The results show that 87% of tourists rated their first experience in Albania as positive, but only 13% have returned for repeat visits. This gap highlights the discrepancy between the initial experience and the creation of long-term loyalty. On the other hand, 40% of businesses consider tourism as the most attractive sector for investment, but they report difficulties in accessing finance, lack of digitalization, and insufficient institutional support The analysis reveals the contrast between tourists’ perceptions, the enthusiasm of businesses, and the structural challenges that hinder sustainable development. The article concludes with recommendations for integrated policies, diversification of tourism products, investments in digitalization, and improvement of service quality.

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