National Strategy For Development And Integration 2015-2020

The document lists the main challenges facing the sector, including the implementation of standards, the quality of tourism services and facilities, the development of tourism products, the lack of cooperation and effective coordination between actors who are or could be an integral part of the tourism industry. Specific challenges include:

(1) the need for greater integration of tourism planning and tourist destinations;

(2) addressing weaknesses related to the range and quality of tourism products;

(3) development of a more favorable legal and institutional environment for the absorption of local and foreign private investors;

(4) the need for a more comprehensive and strategic approach regarding the development of tourism in Albania, to ensure sustainability and ensure income and employment opportunities; and

(5) the need for the adoption and implementation of the “Intersectoral National Tourism Strategy”.

SKZHI 2015-2020 gives this vision for tourism in Albania: “an attractive, authentic, welcoming tourism destination in Europe, based on the sustainable use of natural, cultural and historical resources, easily accessible from international markets”. Two strategic objectives for tourism are foreseen in this Strategy:

1. The development of sustainable tourism in the country to contribute to economic development and employment, through increased attitudes towards internationals and modest growth of immigrants and ethnic Albanians; increasing the direct contribution of tourism to GDP; and increasing the direct contribution of tourism to employment,
2. The creation of an integrated model of tourism, with cultural, natural and coastal dimensions through the development of a “Branding Albania” strategy with a unified logo and slogan for investments in tourism; approval and implementation of the “National Strategy for Tourism Development”; the development and implementation of a national Plan for the development of tourism, integrated with the General Plan of the National Territory; and the creation of new cultural, natural and coastal tourism products.