Elevating Albania: A Shift to Sophisticated Tourism
Following reforms by the Prime Minister’s administration, Albania’s tourism industry is transitioning from mass to elite, attracting a more discerning clientele.
Albania, long overlooked in Europe, is now capturing the interest of discerning tourists seeking unique experiences. In a world where authentic travel is increasingly rare, this picturesque Mediterranean country, with its idyllic beaches, rugged landscapes, and Unesco-listed cities, has by merit of its government and business community, become one of this year’s most sought-after destinations.
Perhaps ironically, this recent cultural renaissance owes much to Albania’s history. More than 40 years of post-war communist rule slowed the pace of development and left large swathes of the country relatively unspoiled. In the 1960s and 70s, as families across the continent were enjoying the new trend for Mediterranean package holidays, tourism to Albania was actively discouraged. Indeed, anyone carrying a camera could expect to be refused entry. However, by the turn of the twenty-first century, as the country transitioned from communism to democracy, visitor numbers expanded rapidly. A decade ago, Albania welcomed just under two million tourists; today, that figure has increased five-fold.
Many visitors are drawn to Albania for its unique blend of experiences: a beach holiday, city exploration, and hiking adventures all in close proximity. Albania’s vibrant capital, Tirana, is conveniently located just a twenty-minute drive from the Adriatic coast and a few hours from the Albanian Alps’ foothills. The country’s diverse landscapes and dynamic urban culture are now also attracting those seeking a more elite experience.
The shift towards high-end luxury travel in Albania has been led by Prime Minister Edi Rama, who has launched a series of fiscal and legal relief packages for both local and foreign investors willing to invest in the industry. These incentives have played a significant role in encouraging the construction of elite accommodations, including luxury hotels. The ultimate goal is to establish Albania as a premier destination for discerning global travelers.
A decade ago, Albania welcomed just under two million tourists; today, that figure has increased five-fold.
Naturally, the shift towards high-end tourism has sparked a boom in the provision of luxury hotel accommodation. Long-respected as one of the country’s foremost infrastructure companies, the Geci Group is at the center of this new wave of development. In 2004, the Geci Group expanded its presence in the hospitality and tourism sector by acquiring a portion of the shares of Tirana International Hotel. A few years later, the historic acquisition of the remaining 100% shares of this hotel marked a significant milestone for the Geci Group, establishing it as the sole owner of the largest hotel and conference center in Albania – the Tirana International Hotel & Conference Centre.
This hotel is one of the most important in Albania, serving as a key landmark in central Tirana. It boasts easy accessibility, located just a few meters away from the city’s most attractive historic and cultural sites, including Tirana Castle, the National Museum, the National Opera and Ballet Theater, Art Gallery, as well as important institutions such as the Parliament, Government ministries, the Bank of Albania, and the Municipality of Tirana. The company is now finalizing the construction of the five-star Intercon
tinental Tirana Hotel, with 33 floors above ground and 4 floors underground, covering a construction surface of 46,000 sqm. This represents a significant investment in this market, aimed at providing an exclusive experience for visitors. The two hotels will showcase the best of Albanian hospitality.
The shift towards high-end tourism has sparked a boom in the provision of luxury hotel accommodation.
“This represents a significant investment in the market, and will be one of the most important projects in the hotel-tourism sector in Albania,” says company founder Ram Geci, emphasizing the high levels of luxury on offer in the new hotel and clarifying the development’s wider impact on the country’s economy. “The signing of the exclusive franchise agreement with the Intercontinental brand is an added value not only for our company but one which will affect the development of elite tourism in the country.”
A program of government reforms designed to cement Albania as an important hub for tourism is already encouraging inward investment – something that is essential for ongoing sector growth. “The arrival of five-star brands in Albania is proof of the stability offered for local and foreign investors,” says Mr. Geci. “The Albanian-american partnership still today carries untapped potential in energy, infrastructure and tourism, where Geci has its main focus.” The presence of a trusted and well-known international brand such as Intercontinental will provide added reassurance to visitors.
Travelers looking to explore new locations untouched by mass tourism will undoubtedly be drawn to Albania’s unique blend of raw natural beauty, old-world treasures and urban charm. That companies like Geci are working to turn these adventures into the ultimate luxury getaway experience can only help establish Albania as a destination like no other.