Across rural Albania, old family homes have been given a new purpose as guesthouses. Once-empty courtyards now welcome visitors from near and far. Young people who once saw their future elsewhere are choosing to invest in their hometowns instead. Some have restored their grandparents' homes, others have opened wineries or farms, where guests are welcomed with fresh, locally grown food and authentic hospitality. In just a few years, agritourism has become a powerful engine of local development. It is creating jobs, preserving traditions and giving people a reason to build their future where their roots are.

Today, every journey begins long before we get behind the wheel. It starts on a phone screen. We search for destinations, read reviews, browse photos and decide where to go. This behaviour inspired Destinations That Matter, a joint initiative by One Albania and Business Magazine Albania that supports and promotes agritourism businesses creating value for Albania.

Many Albanian agritourism destinations offer exceptional experiences, high-quality local products and genuine hospitality, yet they often lack the visibility and digital tools needed to reach a wider audience. Launched this Monday, the initiative aims to connect these destinations with more visitors, new opportunities and sustainable growth.

"Among the countless options people discover online today, visibility is often what sets one destination apart from another. That is why we created the Destinations That Matter platform. At One Albania, we believe that the right technology, combined with meaningful promotion, can help agritourism businesses that are creating value for their communities while helping shape the future of Albanian tourism," says Jonilda Filipi, Director of Corporate Affairs at One Albania.

One Albania supports the initiative through its nationwide communications infrastructure, offering connectivity solutions tailored to the needs of agritourism businesses.

"Supporting entrepreneurship has always been at the heart of what we do. We believe that successful businesses create value far beyond their own growth; they strengthen local economies and contribute to society. That is why we are proud to partner with One Albania on Destinations That Matter, supporting businesses that are making a positive impact in their communities," says Gert Boshnjaku, Founder and CEO of New Media Digital.

Destinations That Matter will run from July through December 2026. During this period, anyone can nominate an agritourism business they believe deserves to be part of the initiative by completing a simple online application. An independent jury will evaluate nominations based not only on service quality, but also on each business's contribution to its local community, commitment to preserving local traditions, environmental responsibility and potential for future growth.

The selected businesses will receive practical support to strengthen their digital presence, including dedicated internet connectivity, Wi-Fi, website hosting and smart business solutions provided by One Albania. They will also benefit from promotional support, increased nationwide visibility, editorial features and social media exposure through Business Magazine Albania.