Development of Tourism in Albania During the Last Decade: Case Study of the Vlora Peninsula

Abstract

Tourism in Albania is one of the fields that developed later, in line with the other states in the region. In the last decade, tourism in Albania has undergone a transformative and irreversible journey, bringing economic and social development throughout the country. In 2023, Albania ranked 4th globally for the highest increase in the percentage of international tourist arrivals, marking a 56% increase compared to 2019. This research paper aims to examine changes in tourism in Albania, using the Vlora peninsula as a case study. The work will reflect the significant improvements in infrastructure and services, promotion and diversification of tourist offerings, marketing, and other key aspects of tourism development. The current strategy of the Ministry of Tourism for 2024-2030 will be seen as a picture of the current situation and the projection of the Albanian state for sustainable tourism, today also referred to as the Goals of Sustainable Development. INSTAT data show that the number of visitors to Albania in the last 3 years has increased significantly compared to previous years. Interest in tourism in Albania has brought citizens of many European countries who have previously been indifferent to Albanian tourism. Tourist operators registered in the Municipality of Vlora in the last decade indicate the growth of structures and services for the reception of the high number of foreign tourists in Vlora.