The recent increase of international arrivals to Albania has piqued the interest of some foreign investors and hotel groups. In August 2022, US-based consultancy brand Horwath HTL decided to open an office in the capital, Tirana, to advise public- and private-sector entities on sustainable tourism and development projects across the hotel, leisure and hospitality industries.

Majlind Lazimi, country manager of Horwath HTL in Albania, tells fDi why the country has great potential for tourism, but needs more training of local staff to meet demand from high-end travellers.

Q: Why did you decide to open an office in Tirana? 

A: It was high time and a golden opportunity. The Albania office was launched by Horwath HTL Croatia, which is also the global centre of excellence for tourism advisory within Horwath HTL.

We are very optimistic that the tourism and hospitality industry has been put on top of the economic development and investment plans for both the public and private sector in Albania. Our office is eager to support the public sector in creating a more competitive environment for overall tourism development: policy; strategic planning; tourism marketing and branding; and the digital transformation of the tourism sector.

At the moment, we are working on several large mixed-use development projects in Albania, including hotels, residential and commercial.

Q: Does Albania have further potential for tourism development?

A: According to UN World Tourism Organization, Albania scored top internationally in terms of the increased rate of foreign tourists in 2022 compared to 2019. However, it is still quite new as a tourism destination at the global level. 

Also, there is no previous hospitality management legacy in the country. On the one hand, this exposes a challenge but, on the other it is a great opportunity, if managed properly, to upgrade the hospitality services and brand the destination as a whole towards international tourists. 

Almost all the big international hotel brands, such as Accor, Marriott, IHG, Hilton and Hyatt, are present in Albania, and soon several branded hotels will start operations. The government has a big responsibility to capitalise on the positive market outlook and investors’ optimism.

Q: What does Albania need to make the most of its tourism boom?

A: There is a need for a smart strategy and an investment plan from the government to guide private investors in their new projects, as well as a better promotion and branding strategy for Albania as a destination.

Considering the market dynamics and the trends of inbound tourism in Albania, supply of accommodation is still falling behind demand, which is why there is a need to invest in new hotels and resorts. Also, we need more investment in human capital to upgrade the quality of hospitality services in response to rising demand from high-end clients. In this way, we can position and promote Albania as one of the best-priced quality destinations in the region.

This article first appeared in the April/May 2023 print edition of fDi Intelligence.