Although it has not yet closed, 2023 is turning out to be the best in history in tourism, increasing optimism for the year 2024 as well. Tourist operators report a 35% increase in guaranteed contracts for organized tourism for the next year. 

Depreciation of the Euro and the increase in costs have increased the price of Albania packages by 15-25%, something that can somewhat upset tourists who are used to economical prices. 

Polish market continues to remain at the head of those who choose Albania in an organized form, while the Italians are the champions of individual tourism. The most stable part of tourism in the country remains the area of Golem and Durrës. 

Tourist operators underline that "turning the eyes of the world" from Albania comes with benefits and risks, so it should be reflected quickly to take measures on what were the weak points of the season we left behind. 

Albania has reached the highest peak this year, in the continuous ascent of tourism. The millions of visitors who entered the Albanian territory, with a more pronounced intensity in the summer months, turned the country into a destination that "grabbed" attention on social media such as Tik-Tok, Instagram or Facebook. 

This is the best historical year in the number of tourists, a new top of the sector that is expected to continue next year. Tourist operators are as enthusiastic about this good moment for Albania as they are scared. 

The first signal for the continuation of a positive pace of tourism was given by foreign agencies in June 2023, before the summer peak had yet arrived, which asked to sign contracts with guarantees for the year 2024. 

Rrahman Kasa, chairman of the Albanian Tourist Union, says that the contracts with guarantees have increased by two digits. The increase in demand has been such as to leave some of the international partners without meeting their needs or planning for additional capacities. 

"The contracts have been closed. From what I see in general from the market is an increase that goes up to 35% 'e-commitment', or the commitment to enter into a guarantee relationship. 

This year, the guaranteed capacities have been exhausted and some partners have secured their requirements, while some others have not managed to find the required capacity. Even for the next year, the Polish market is at the top and then comes the Czech one and others in a row", - underlined Mr. Casa. 

Albania was at the forefront of the choice of a good number of vacationers as an economic destination in conditions where high inflation in European countries made some of their traditional tourist markets unaffordable. 

One such example was the Italians, who abandoned the beaches of Apulia, considering them too expensive to come to the Albanian coast, especially in Vlora and Saranda and a part, even in Durrës. 

Hundreds of videos on social networks showed the economic side of Albania in relation to accommodation or food. Hotels and restaurants, on the other hand, this year reported a more frugal tourist who didn't like to spend too much. 

Arben Çipa, from the Association of Hoteliers in Saranda, emphasizes that we have had a significantly higher tourist flow, which has not been reflected in the same way in consumption. 

"Compared to last year, if we talk physically as tourists, I think that in some regions there were twice as many and in others, 70-80% more tourists. Consumption has not increased at the same rate, but compared to last year we can say that it has increased by 50%. Not all ages of tourists have spent a lot" - he underlines. 

Even for organized tourism, this year Albania offered the most competitive packages, which for next year will bring a new panorama. 

"The prices set this year in guarantee contracts, which belong to the next season, have marked a drastic increase, ranging from 15-25%, which is not normal for a cooperation relationship like we have with foreign agencies. 

At this level, Albania will be sold 25% more expensive and the customer, who is used to the prices of the past years, will be surprised with a significantly higher price. Let's say that if a package was sold for 1000 euros, now it will be sold for 250 euros more and the value is not small. 

This significant increase is the result of the devaluation of the Euro and increased costs", - asserted Mr. Casa from the Albanian Tourist Union.

Italians, for the first time this year, were the second group of tourists who visited us, ranking after Kosovo Albanians who made up 40% of the total tourists by the end of the 8th month. In Albania, for the same period, 660 thousand citizens from Italy entered. 

The groups that have historically come after the Kosovar Albanians, such as Greece, North Macedonia and Montenegro, which consists of immigrants or Albanians from the Treva, come after the Italians. Specifically, 511 thousand visitors came from North Macedonia until August, with an increase of 8% compared to the previous year. 

Whereas from Greece, the increase in the 8th month of 2023 is 39%. At least 450 thousand citizens entered from the Hellenic state. The markets in question are mostly individual, while Poles and Czechs come organized. 

"The main market during 2023 for organized tourism remains the Polish market, followed by the Czechs and the Spanish. The presence of tourists from the Baltic countries, Hungary, Slovakia is also noticed. Organized with block seats (reservation of seats on airlines, but not special charters) are the Nordics, Germans and Swiss", - asserts Mr. Kasa. 

According to him, the organized groups stay mainly in the area of Kavaja and Durrës, making this region the most sustainable in terms of tourism. 

Regarding the Poles, the positive aspect of this market, according to tourist operators, is the fact that they include all categories of tourists, from those who spend little to those who spend a lot. 

"The Scandinavian market operated from May to the end of September and there is no increase in numbers, as happened with all other markets. The Poles, on the other hand, lead. It has an increasing trend with significantly higher levels from year to year and remains the most stable. 

The peculiarity of the Polish market is that it includes all categories or economic levels in the flow. They are a group of tourists who spend economically even much more than any other type of market" underlines Mr. Chip. 

At the end of a tourist season, everyone takes stock. This year undoubtedly has a positive balance both for the entities that operate directly in this sector and for the supporting industries, but the expectation that the year 2024 can be even better, pleases and scares them at the same time. 

This is mostly related to the country's ability to properly cope with an even higher tourist flow in conditions where the biggest concern is the lack of labor force. 

"This is the biggest problem we see, which we don't know how to solve. From next year I see more problems related to management, transportation and accommodation. 

At this moment, Albania has become, let's call it, the center of the world and in this direction it needs a lot of prudence and care. 

We need cooperation and coordination of all parties, as this beautiful surprise presented to us, carries with it the risk of a boomerang regarding the next 5 years if we do not show that we are able to provide management and quality standards ", Mr. underlines. Chip. 

The head of the Albanian Tourist Union is on the same line. "Albania, which became a trend in 2023, I think will have the same growth in 2024. 

If this happens, I think that the biggest challenge will remain the service, since on the one hand, our tourist numbers increase and on the other hand, our employees decrease, since emigration still continues to remain active. 

This is the biggest problem I see. People are coming but if you don't have service, it will backfire on us, as it will damage our image. And if this happens, I think the cycle will be completed and after 2030, we will not have any more growth," he underlines. 

(Source: Monitor)