Tourism summit: Rama says Albania is showing the world who it is, beyond stereotypes; last year ended with nearly 12 million foreign visitors

Prime Minister Edi Rama took part in the Euronews 2026 Summit, where he spoke about tourism development, investments and Albania’s potential to consolidate itself as one of the region’s leading tourist destinations. During the discussion, Rama said Albania has now become an increasingly sought-after destination for foreign tourists, stressing the change in the country’s perception internationally.

“Because everyone is visiting Albania. If you don’t visit Albania, you are one of the few who don’t visit Albania,” Rama said.

The prime minister argued the country is today in a completely different situation from the past and that tourism growth is helping change Albania’s image abroad. Asked whether Albania has a particular market it targets, Rama said the country’s objective is further expansion into the global market.

“We are in a completely different situation. We can now show the world who we really are, beyond the stereotypes that have haunted us for a long time. When Croatia was a destination for many Europeans, we were the most isolated country in Europe. We were the North Korea of Europe. After emerging from that hell, we faced very disturbing stereotypes. Our goal is the world,” he said.

Rama stressed that tourism development in Albania is proceeding on the basis of a plan, but that changing a country’s image requires more than a promotion strategy. Speaking about the advantages Albania offers tourists, the prime minister singled out the climate, gastronomy, hospitality and the variety of natural landscapes.

“There is a plan. We are working on the basis of a plan, but what I have learned from this whole battle is that, at the end of the day, if you want to change your name, you must change yourself. It is one of the safest countries in Europe. A country where the quality of the sun is much higher than in Brussels. We have delicious food, hospitable people and, in a fairly small space, we have two seas, nine rivers and all kinds of mountains,” he said.

According to Rama, this variety gives Albania the opportunity for tourists to experience different things within a short period. Rama also said the growing interest from tourists from new markets is particularly important, mentioning Spanish tourists as well.

“There is so much variety that within a week you can experience many things. We are very happy to see Spanish tourists coming and wanting to return,” he stated.

Referring to tourism development over the years, Rama said Albania has undergone a significant transformation in the number of foreign visitors. The prime minister recalled that when what he described as the “transformative journey” of Albanian tourism began, the country registered around 2 million tourists.

“Our goal is the world. We are discovering that all parts of the world are taking part in this growth. When we started this transformative journey, we counted 2 million tourists. That figure even included the officials doing the counting,” he said. Rama further cited last year’s figures, stating that Albania ended the year with nearly 12 million foreign visitors from various international markets.