TIRANA, August 18 – Tourism is creating new opportunities in southern Albania and encouraging some people who left the country to return, according to the World Bank’s Europe and Central Asia region, known as WorldBankECA. The shift follows years of population decline, particularly among young people, even as the region developed into an increasingly attractive tourist destination.
A decade ago, parts of Berat and other southern cities became quiet after the working day ended. Today, tourism has brought new visitors, businesses and jobs. The World Bank says its Integrated Urban and Tourism Development Project has supported the restoration of historic sites and improvements to public spaces and tourism infrastructure in Berat, Gjirokastër, Përmet and Saranda.
Nearly 200,000 square metres of public space have benefited from the project, while 12 major tourist sites have received improvements. These investments have helped attract private capital and encouraged families to turn historic homes into guesthouses and develop culinary, cultural and outdoor tourism activities. As a result, tourism-related businesses in the supported areas have more than doubled since the project began.
The growth is also changing migration patterns. Some Albanians who built lives abroad are returning to their hometowns to invest, develop family businesses and introduce new ideas. The World Bank highlights examples in Saranda and Gjirokastër, where returnees have invested in tourism and hospitality.
Tourism has therefore become more than a source of visitors and seasonal income. It is helping create employment, extend the tourist season and reconnect people with their hometowns. For the World Bank, protecting Albania’s cultural and natural heritage while supporting local economic development offers a potential model for more sustainable growth.
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