As the balance sheets of how tourism performed in the year that just ended are under consideration, the sector is preparing for the challenges of 2026.

According to the head of the Hotel and Tourism Association, Zak Topuzi, the focus should not be simply on the number of tourists, but on increasing income, extending the tourist season, and developing identity tourism, to attract visitors who return and enjoy the history, culture, and rural areas of the country.

“Albania has important tasks for 2026. The most important one is the final consolidation; it is not the number of tourists that is important, but the income that is provided by them, since in the region, Albania provides less income.”

According to Topuzi, this is achieved first and foremost by extending the tourist season. But, one of the main points of the sector remains that employees are not paid only for the season, but are provided with a subsidy beyond the tourist season. Also in 2026, Albania should strengthen identity tourism.

“It is very important for Albania to develop identity tourism, as it has history, castles, antiquities, and this type of tourism is in demand. I believe that more infrastructure and communication will be needed for rural areas.”

But, during this year, Albania should have a clear report on tourists returning to our country. “The most important thing for Albania is that during 2026, we should draw conclusions about how many tourists are those who have returned, who are coming for the second or third time.”

Meanwhile, during 2025, Albania has surpassed the figure of 12 million visitors with foreign passports, significantly exceeding the results of the previous year.

The Minister of Tourism, Culture and Sports, Blendi Gonxhja, described the figure as evidence of Albania’s growing status as a year-round tourist destination.

Gonxhja added, “Albania continues to attract steady interest beyond the summer season, with a wide array of offerings in cultural, natural, culinary, and sports tourism, among others, further reinforcing its position on the global tourism map.”

Albania has transformed into a year-round tourism destination, offering attractions of all kinds.