Prime Minister Edi Rama said that Albania has recorded a significant increase in tourist numbers in recent years, but that the main challenge now is improving the quality of tourism.
Speaking at the first edition of the “Future Hospitality Forum 2026,” Rama said the number of tourists has risen from around 2 million to more than 12 million, stressing that this growth also brings the need for higher standards.
According to the prime minister, five years ago Albania lagged far behind other countries in the region and Europe when it came to the tourism industry. He cited the lack of five-star hotels and the fact that the country was not yet regarded as an established destination by international tourism operators.
Rama also said that previous tourism statistics had been inflated, as they included people entering and leaving Albania for various reasons, including business trips, family visits or holidays abroad.
“We have now reached a point where, instead of celebrating the increase in demand, we are concerned about the urgent need to improve quality,” Rama said.
The prime minister warned that high numbers of middle- and low-income visitors put pressure on infrastructure, services, the environment and local communities.
According to Rama, the objective now is to create the conditions for the development of high-end tourism and to attract higher-quality tourism, which, he said, should become an important driving force for the country’s economy.
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