Albania’s tourism sector faces challenges that go beyond visitor numbers, extending to service delivery and the formalization of the industry.

One such challenge is electronic payment. Although accommodation and service businesses are required to offer card payment options, the Hotel and Tourism Association notes that the actual use of this method is constrained by the costs businesses incur.

"We have been working with the relevant institutions to lower POS transaction fees - which are currently nearly ten times higher than the regional average - to at least 1%. This would incentivize businesses to adopt card payments," said Zak Topuzi, Head of the Hotel and Tourism Association.

One solution currently under discussion is the implementation of a service fee - included in the overall price - that would also serve as a mechanism to incentivize staff. “We are making significant efforts because many tourism workers - such as those in resorts or high-end hotels offering full-board packages - do not handle cash directly. Global practice in these cases involves building a service fee into the price; we are currently working to implement this, particularly for high-end hotels and restaurants. The Tax Directorate has accepted this as a viable option, and we hope it will enable us to retain and incentivize quality staff. Service work is not merely about a monthly salary; employees need incentives to stay motivated. It is not a simple job - it is extremely demanding - and I hope these measures will help the tourism sector, including by formalizing the market,” said Topuzi.