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"Tourism in Albania: A beautiful story or a tale with a sad ending?"

2024-10-13 12:15:42Biznes SHKRUAR NGA BLERINA AGO *
"Tourism in Albania: A beautiful story or a tale with a sad ending?"
Blerina Ago

From Blerina Ago* 

Welcome to Albania, where tourism is growing faster than you can say raki and we're all trying to manage it without completely destroying the country. If you've ever wondered how a destination goes from hidden gem to over-the-top Instagram hotspot, you've come to the right place. We have castles, mountains, rivers, beaches, and besides... we have a tourism life cycle to manage. Yes, people, everything is a cycle - like that goat's milk that ferments somewhere in an Albanian village.

If you're not obsessed with tourism (like me), let's talk about the "Butler's Curve". No, it's not a fancy waiter bringing you tea to your expensive room in Dhërmi. It's a theory. A theory that says a destination starts booming, then slows down, and then... it either booms or crashes. Think of it like a party: it starts off quiet, then everyone comes, it gets exciting, someone breaks the glass, and at the end half the people leave, but some are still having fun. Sounds familiar, doesn't it? It might be like tourism? 

"Tourism in Albania: A beautiful story or a tale with a sad ending?"

Albania: We are in the phase "Everyone is coming"

Albania is in the middle of this Butler party. We are now past the quiet stage of the local tourist or first time explorer and now everyone from backpackers to cruise ship tourists are starting to realize how fascinating this place is. So what happens next? Will we evolve into a sustainable destination where local communities thrive, ecosystems thrive, and tourists leave showing how they helped save and protect the diversity of the Vjosa River? Or will we end up like that broken glass?

The truth is this: our natural resources are like the appetizer table at a party. Everyone thinks they are endless, but in the end, someone has to refill the plates with cheese, pickles and olives. This is where sustainable tourism comes in. It's like spoiling the overburdened atmosphere, but believe me, you'll thank me when your hotel or your grandchild's hotel in the future doesn't end up under water because climate change took half the coast away.

The Tragedy of the Commons (or How not to be all selfish?)

The key to sustainable tourism in Albania - or anywhere - is the protection of shared resources. That's a pompous way of saying, "Things we all enjoy (beaches, forests, rivers, that cool restaurant that hasn't been ruined by TikTok yet) but nobody cares about them." The problem? People tend to treat these things as if they will never end. This is where the tragedy of the commons comes in, or as I like to call it, everyone takes the last piece of baklava and wonders why there isn't any more.

To avoid this, we need smart planning, or as we say in Albania: kill the mind a little!

The importance of comprehensive tourism planning

Comprehensive tourism planning recognizes that the benefits of tourism should not only accrue to visitors, but also to the local population. For Albania, this means ensuring that communities that host tourists are active participants in the tourism economy. This can be achieved through different strategies:

Securing local resources: Community partnerships should be created to protect local land and cultural assets. As Albania's tourism sector grows, there is a real risk of land speculation, which could drive local residents from their homes and take away control over valuable land and resources. By securing these resources early in the tourism life cycle, Albania can ensure that its communities continue to benefit from tourism in the long term. The inclusion of Albanian products and services (made in Albania) such as agricultural, transport, health, construction, art, culture, etc. in the value chain of tourism, it ensures inclusiveness and benefit of other economic sectors as well.

Skills development and education: As tourism becomes a key part of Albania's economy, it is essential to equip the local workforce with the skills needed to thrive in this industry. Training programs in areas such as hospitality, foreign languages ​​and business management can help local residents gain access to higher paying jobs and leadership roles within the sector. Furthermore, by fostering entrepreneurship, the government and stakeholders can help local people create their own tourism-related businesses, from guesthouses to tour operators and digital solutions, thereby fostering a more equitable economy.

Affordable housing: One of the risks of rapid tourism growth is rising real estate prices, which can make housing unaffordable for locals. This is a particularly pressing issue in tourist hotspots such as Tirana, Shkodra, Berati, Korçam Gjirokastra and the Albanian Riviera. Planning affordable housing early in the Butler Cycle is essential to prevent displacement and ensure that tourism workers can afford to live in the communities where they work.

Reviewing a range of job opportunities and considering building sustainably designed housing for migrant and/or seasonal workers.

Reviewing history and socio-cultural norms and finding barriers that need to be broken for advancement within society for women or marginalized groups.

Preservation of common resources: Albania's natural beauty is one of its greatest tourist assets, from mountains, lakes, rivers, beaches from north to south. These "common resources or our national treasure" - are often at risk of overuse as tourism increases. 

To protect these areas, it is essential to establish sustainable management practices, such as limiting the number of visitors to fragile ecosystems, promoting eco-friendly tourism activities by companies holding sustainability certifications such as B Corp, GSTC, and encouraging responsible behavior by tourists.

Collecting and using data for inclusive growth: Sustainable tourism management relies on data-based decision-making. For Albania, this means tracking the main indicators of the impact of tourism on the local economy, environment and society. These include the percentage of land owned by locals, the types of jobs created by tourism and the impact on house prices. By monitoring these factors, destination managers can adjust policies to ensure that tourism growth remains sustainable and inclusive.

For example, if data shows that tourism is causing rapid urbanization and rising land prices in coastal areas, interventions such as zoning regulations or tax incentives for local businesses can be implemented to preserve the character of these regions and to prevent the negative side effects of uncontrolled growth. .

The future of Albania: Not just an Overcrowded "Tik-Toku Hotspot".

Sustainable tourism is not only about protecting the environment; it is about creating a tourism economy where everyone benefits. By including comprehensive planning in its new tourism strategy, Albania has the opportunity to create a model for sustainable growth that can be a beacon for other emerging destinations.

As Albania progresses along the Butler Curve, it will face many decisions on how to balance the needs of tourists, businesses and local communities. The key to success lies in proactive and comprehensive planning that prioritizes the well-being of local residents while also enhancing the visitor experience. By protecting its cultural and natural heritage, investing in education and training, and providing affordable housing and employment opportunities for its residents, Albania can ensure that its tourism industry thrives for generations to come.

In conclusion, Albania: welcome to the big stage of tourism. We have the beaches, we have the history, we have the brandy. Now, please, let's not destroy it!

* Tourism expert, Active Albania


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