Rama: Albania was once a black spot for tourism, today we count more than 12 million tourists

Prime Minister Edi Rama said Albania has gone from a country with a limited presence on Europe’s tourism map to a destination welcoming more than 12 million tourists.

Speaking at the first edition of the ‘Future Hospitality Forum 2026’, Rama said the growth in demand for Albania is accompanied by the need to improve the quality of services and infrastructure.

“For this high level of interest, it is wonderful to see it from here. You are here to explore more opportunities and potential partnerships. But I want to say a few words, from the fact that what we are witnessing today could not have been imagined even 500 years ago. It was a very difficult moment, to face how far behind we were compared with the world out there, with our neighbours and the forces of this industry on our continent. There was not a single five-star hotel. Our country was a black hole on the map of Europe, for tourism.”

He stressed that the aim is to attract higher-income tourists and international brands. According to Rama, the country has now passed the hardest phase of promoting itself as a tourist destination.

“Before, we even counted ourselves, every time we entered and left Albania we were counted as tourists. We are at more than 12 million tourists and we are truly at a moment when, instead of being happy about the growth in demand, we are concerned about the urgent need to raise quality. Large numbers of middle- and low-income tourists bring great stress to our infrastructure, our services and our citizens.

We hope to have more interest and more attention from higher-income tourists and brands. What I have learned on this journey of mine is that what you say matters up to a point, but what matters more is what you do. Our aim is to reach elite tourism. These tourists have become our ambassadors and our best friends. These tourists have shown that hospitality is organic.

Where the food is much better than in many countries. We will continue to stand for the country and for the future. We are here to attract and to build the future in one way or another. Albania has crossed what was the hardest line; now it is no longer impossible, now it is easier to tell people ‘come to Albania’.”