TIRANA, April 28 – A leading international tourism magazine (TTW) reports that southern Albania is undergoing a significant economic transformation driven by cultural tourism. It describes the region as one of the richest areas in the Balkans for historical and cultural heritage. Cities such as Berat, Gjirokastër, Saranda and Përmet are becoming active tourism destinations due to their architecture and UNESCO World Heritage sites.
The report notes that the World Bank (WB), through the Integrated Urban and Tourism Development Project (PIUTD), supports ongoing initiatives in the region. It says these projects attract private investment and generate employment. They also support the restoration of castles, Ottoman-era buildings and natural sites. The report says these interventions reshape the local economy.
According to “Travel and Tour World” (TTW), heritage tourism now acts as a catalyst for economic change in southern Albania. Traditional cultural centres are evolving into tourism investment hubs. The publication highlights improved infrastructure and restored public spaces, roads and historic buildings as key drivers of this shift.
Tourism arrivals in Albania increased by 82 percent in 2024 compared to 2019, according to INSTAT. Berat and Gjirokastër recorded increases of around 400 percent and 600 percent since the start of PIUTD implementation. The growth has supported local businesses. It has expanded guesthouse activity and boosted culinary tourism and outdoor experiences.
The report also highlights stronger private sector engagement. Residents convert historic houses into guesthouses. They also develop food tours and hiking experiences. Adventure tourism has expanded with new infrastructure, including hiking trails, electric transport links and zip-line attractions. Efforts to extend the season beyond summer months support year-round activity, especially in Saranda.
In parallel, labour market changes have accelerated. Authorities report thousands of new jobs in hospitality, transport and infrastructure. The report also notes inclusion measures targeting young people, women and persons with disabilities. It highlights employment opportunities at sites such as Gjirokastër Castle.
It also points to the return of Albanian emigrants. Many invest in tourism businesses and property restoration projects. These investments support small business growth and wider local economic activity.
Finally, the report underlines sustainability as a core element of the PIUTD project. Authorities prioritise heritage restoration, environmental protection and responsible tourism practices. They also invest in green spaces, public parks and transport systems. The report concludes that southern Albania is emerging as a model for sustainable cultural tourism development.
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