Author: Lazarino Pjetri
The challenge of prices, capacities and Services
Expectations in tourism for 2024 were greater based on the fact that in 2023 the country welcomed 10 million tourists and flows for the first five months of the year were increasing compared to the previous year. But the figures were disappointing for the summer season, where the months of June, July (the lowest number of bookings) and less for the month of August.
Official data shows that we have more tourists, but consumption is not increasing, at least from the reports of accommodation structures and bar-restaurants.
In total, 6.36 million foreign nationals entered our country by the end of July, but although this figure was 23% higher than the 7-month period last year, the consumption of tourist Services remained lukewarm.
For the month of July, foreign national arrivals increased by only 2.7%, while all previous months had double-digit growth with a record in February, when the increase was 55.35% compared to February 2023, according to data from Instat.
According to Monitor magazine, towards the end of June and the beginning of July, accommodation structures on the coast have expressed pessimism about bookings, which were below expectations, while price increases in some regions have caused massive cancellations, mainly by Italian tourists. Likewise, a lower presence of citizens from Kosovo has been noticed in the area of Golem and in the south of the country, while the situation in Shengjin and Velipoja, two destinations with cheaper prices, remains stable.
Some of the reasons why tourists choose Albania as a tourist destination:
According to Zak Topuz, Albania is an interesting country for tourists because of its rich and unique history.
"Albania has been part of several empires and has fought almost all wars over 2000 years," he says, emphasizing its historical and cultural heritage.
Albania's period of communism is particularly interesting, as it constitutes a unique chapter in the country's history. In addition, Albania offers an incredible diversity of climate and nature, from the beaches in the south to the mountainous areas in the north, which are "still virgin".
The continuous increase in the number of foreign tourists:
The number of foreign tourists in Albania is increasing during the last 20 years. After the pandemic, this number grew exponentially, especially thanks to generation Z, who are "unpretentious" and explore all of Albania, inspired by social networks.
"Foreign tourists are interested in the nature and climate, which Albania offers in abundance," Topuzi emphasizes, adding that especially the mountainous areas, which have remained almost untouched due to the departure of the population, are magnets for tourists who require special experiences.
Problems with price increases:
While Albania has been advertised as a "low-cost" destination, recent price increases have created challenges. Topuzi says that "Central Albania, from Durrës and the northern parts, have kept prices relatively stable," but some areas in the south such as Vlora and Saranda have increased prices initially, negatively affecting the tourist flow. However, these areas were forced back to average prices by mid-July. Despite this, Albania remains among the cheapest countries in Europe for hotels and restaurants, but tourists looking for a "low-cost" destination are careful with their expenses and any increase in prices may drive them away.
Lack of accommodation capacities:
Another important problem for Albanian tourism is the lack of accommodation capacities, especially large hotels and resorts. "Albania doesn't have resorts and big hotels," says Topuzi, noting that this has been a wrong policy for the past 30 years by Albanian governments. This limitation affects the ability to host middle-class tourists looking for complete packages and quality Services for their families. Compared to small countries like Montenegro, Albania has less accommodation capacity and finds it difficult to attract tourists looking for full-service resorts.
The challenge of the workforce and seasonal tourism:
Another problem faced by Albanian tourism is the lack of qualified workforce.
"The labor force problem is a big problem today all over the world," notes Topuzi, adding that the departure of people, especially from Eastern countries, has negatively affected the quality of tourism Services. To ensure quality and sustainable tourism, he emphasizes the need for year-round employment in the sector, to retain and train qualified employees. For seasonal tourism, Topuzi suggests that the government take action, as other countries in the region do, by providing subsidies to tourism workers and improving working conditions to maintain a stable and trained staff throughout the year.
Car rental Services:
According to AutoRent Elite, during the period January-August 2024 there was a significant increase in tourists renting cars.
"Approximately 300 foreign tourists have rented cars, both for short and long periods," the agency reports.
“This year, the season or flow of demand started later than at the beginning of the year,” says AutoRent Elite. However, compared to 2023, this year has seen a slight increase in bookings and requests for rental cars.
The most productive months for car rentals were July and August. "During these months we had the highest number of contracts," Italian tourists, loyal and annual customers, dominated this period, contributing to increased demand for rental cars.
90% of rental bookings were online. The website and Instagram played a key role in expanding Services and customer contact, making it easier for tourists to find and book car rentals.
But the price also affects this service. "Tourists come with a planned budget and are careful with their spending," say AutoRent Elite.
Tourist Services and trends:
Sipa Tours offers several types of Services that attract tourists. Some of the Services they offer include cultural nights, boat excursions, visits to Macedonia, Kruja, Tirana, Berat, and six-day tours of Albanian cities. These activities range from outdoor adventures to exploring Albania's history and culture.
Arben Cipa, the chairman of Sipa Tours, says that "We have about 2000 tourists a week, totaling 100,000 foreign tourists from January until now."
Beach holidays were the most requested service, according to Cipa. "Beach vacations are evolving and growing every year," he asserts. Cultural tours exploring Albania are also on the rise.
Polish tourists were among the most frequent users of the agency's Services.
Regarding the preferences between the sea and the mountains, Cipa mentions that hiking in the mountains is rare. "Hiking in the mountains is very sporadic," he says, noting that cultural tours significantly increase the number of visitors during the summer. However, most tourists still prefer beach holidays.
Shkodra, a city that offers everything.
Shkodra is a city that offers sea, mountain, and cultural tourism.
Gjon Gila, owner of the Tradita Geg' & Tosk' hotel in Shkodër, says he feels an increase in tourism. To make a reservation at the hotel "you need a very early period, which means that it is very difficult to find a place." Although he does not provide an exact figure, Gila points out that there has been "a significant increase, not only in us, but in all other businesses."
The weakest month was during the European Championship." However, he emphasizes that the tourist season in Albania "starts from Easter to November," "Here is the defect of Albanian tourism, that we should also increase maritime tourism by 15 days, as a rule we should increase it by 2 months more than it exists ,” he says.
"Shkodra offers exceptional tourism and destination opportunities." For this reason, tourists usually stay "from 1-5 nights because Shkodra's possibilities are very large." He adds that the hotel offers "several packages" in cooperation with other businesses, this cooperation opportunity allows them to offer more options to tourists.
The Airbnb effect
"There really is a rumor going around here and there, but the possibilities are very high for everyone." Gila says there are customers looking for Airbnb, but also customers looking for hotels or 5-star accommodation. "Albania is a country that has room for everyone," he says, stressing that it is important that everyone is tax and security registered.
Mountain and coastal tourism
"Shkodra is mainly known for mountain tourism, which is the main potential of Shkodra, because nature is what offers us everything without expenses." He compares mountain tourism with coastal tourism, emphasizing that investments in mountain tourism are smaller and the time spent by tourists is more satisfying. "There are people who swear they will come again, they swear they will come with friends, they swear they will come with children," he says.
Despite the challenges of rising prices and limited accommodation capacity, Albania's tourism sector continues to thrive, fueled by its unique combination of historic sites, unspoilt nature and advertising as a free country.
The balance between preserving what makes us unique and developing the tourism industry remains a challenge for the future.
This article was created based on input provided by individuals who have chosen to speak up. Share your story, empower others and be an agent for change. Visit the website: www.acqj.al/sinjalizo-dhe-ti/
