Albania expects yearly net income from foreign tourists in the country to surge to Euro 8.5 billion (Dollar 9.55 million) in 2030, as it focuses less on increasing tourist numbers and more on rising value, Economy Minister Delina Ibrahimaj said on Friday.

The government is working to boost overnight stays and promoting tourism throughout the whole year, not only during the summer. Ibrahimaj said at a tourism forum in Tirana, as seen in a video published on her Facebook page.

Net income from tourists increased 15% to 5.72 billion euro last year, the central bank has said. The country welcomed 12.5 million visitors in 2025.

According to Ibrahimaj, between 2023 and 2025, the number of foreign visitors increased by 23%, while tourism revenue rose by more than 40%—indicating, in her view, that the next challenge is to increase the value generated by each visit.

"Our opportunity is no longer simply to attract more investors or more visitors. It is to create more value from every visit," the minister stated.

She emphasized the importance of extending the tourism season by creating reasons for tourists to visit Albania outside the peak summer months and to stay longer.

She noted that this trend is already reflected in tourism data, as overnight stays outside the peak summer season increased by nearly 80% between 2023 and 2025.

According to her, a longer tourism season leads to better utilization of hotel capacity and infrastructure, creates more stable jobs, and improves the return on investment. Ibrahimaj also highlighted the advantages Albania offers for the development of year-round tourism, citing the proximity between the coast, mountainous areas, cities, cultural heritage, gastronomy, vineyards, and rural tourism.

“The next phase of Albanian tourism cannot simply be about building more rooms. It must be about building higher-quality hospitality,” she said, underscoring the importance of branding, management, service, technology, tourism experiences, and international distribution.

The Minister noted that the impact of tourism investments extends beyond the hospitality sector, encompassing farmers, Albanian wine and food producers, local service companies, and the young workforce.

Speaking about the sector's outlook, she stated that by 2030, revenue from international travel could reach approximately Euro 8.5 billion, provided the number of visitors continues to rise and, simultaneously, the revenue generated per visit increases.

"Not merely a destination discovered by more people, but a destination where people stay longer, experience more, and return," Ibrahimaj concluded.