The “Tourism Investments and Economic Development in Europe” conference, jointly organized with the Ministry of Tourism and Environment of Albania, was held within the framework of the UN Tourism Regional Commission for Europe. High-level delegates included investors from the hospitality, aviation, and real estate industries, alongside private sector stakeholders and various heads of various international organizations.  

Participants discussed and explored avenues how to revitalize Europe’s tourism sector through strategic investments, with a focus on long-term resilience and growth in line with the wider Agenda 2030 and Sustainable Development Goals. 

During the conference, UN Tourism launched the latest in its series of “Tourism Doing Business” guidelines, with a new publication focused on Albania. The guidelines provide potential investors with an overview of Albania’s business landscape, its economic resilience, and growth potential. 

In 2023 Albania was ranked 4th globally for the largest percentage increase in international tourist arrivals, recording growth of 56% in 2019.   

Albania welcomed 7.5 million international arrivals in 2022 and 10.1 million in 2023. 

The strong robust rebound in tourism contributed to economic growth of nearly 5% growth in 2022. As of 2023, the GDP at current prices reached USD 23 billion compared to USD 12.3 billion in 2012. International tourism in Albania constitutes 46% of total exports and 65% of exports in the services sector. 

Taking the floor at the conference, Albania’s deputy PM Belinda Balluku emphasized that tourism in Albania has become an important industry that makes a significant contribution to the country's economic growth. She said that Albania ranks now among the first countries in terms of the number of tourists. Balluku also presented some of the steps followed by the government to support tourism development, including the construction of airports and road infrastructure.

On the other hand, Tourism Minister Mirela Kumbaro said that a total of Euro 4.2 billion euros of income from tourism entered the Albanian economy in 2023, compared to Euro 2.8 billion in 2022.

Also present, Minister of Economy and Innovation, Blendi Gonxhja said that "tourism has taken a priority in our policies and commitments, to respond to development with approaches that support its positive progress". Furthermore, UN Tourism Secretary-General Zurab Pololikashvili said that Albania presents multifaceted investment opportunities within its tourism sector. “With its strategic geographic location, developing infrastructure, and a government dedicated to enhancing foreign direct investment, Albania emerges as an attractive destination for investors. These factors have been instrumental in driving Albania's growth and ongoing development,” he noted. 

Natalia Bayona, UN Tourism Executive Director says: “The tourism sector in Albania stands as a dynamic and promising landscape, offering a compelling blend of natural beauty, cultural richness, and strategic initiatives shaping its trajectory towards sustainable growth and success. With a surge in greenfield FDI announcements totaling USD 135 million within the tourism cluster, Albania solidifies its position as an attractive investment destination, heralding a promising future ahead”. 

The guidelines offer a comprehensive overview of the investment landscape in Albania. Key takeaways include: Over the past five years, Albania has consistently attracted foreign direct investment (FDI) at levels surpassing the preceding ten-year average of Euro 1,004 million. In 2022, the country received Euro 1.372 billion, and between January and September 2023, it received around Euro 1.089 billion; As of 2023, Albania registered more than 154 startups in different sectors including financial services, tourism, technology, and innovation; The ‘Startup Law’ supports the creation and development of high-growth potential startups in the technology and innovation sector.