The findings are part of the World Bank’s FY 2026 Albania Country Opinion Survey Report, based on responses from 219 representatives of public institutions, businesses and civil society.

Alongside tourism, agriculture and agro-processing, information technology and digital services, renewable energy, green infrastructure, construction and light manufacturing were identified as sectors with significant potential to drive employment and economic development.

In tourism, the development of agritourism, cultural and historical tourism, and adventure tourism could help extend the season and create more jobs across the country, the report said.

Agriculture and agro-processing also offer opportunities to expand value-added activities, processing, exports, storage and packaging, creating new prospects for employment and economic development outside major urban centres.

Information technology and digital services were likewise identified as promising areas for skilled employment and export-oriented growth.

Agriculture and food security ranked highest among development priorities, selected by 49% of respondents, followed by education at 47%. Healthcare was selected by 36%, jobs by 34%, and digital infrastructure by 32%.

The findings highlight the potential for Albania’s economy to generate more employment through the development of higher-value sectors, investment, digitalisation and diversification of tourism.

The World Bank has made job creation, strengthening human capital and sustainable growth key priorities in its strategy for supporting Albania.

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Prime Minister Edi Rama shared the article on social media on Saturday, accompanied by a photo album showcasing some of Albania’s most distinctive attractions.

According to Rama, Le Figaro ranks Albania among the world’s top five cultural destinations for organized travel, alongside Washington D.C., Salzburg, Florence, and the Saxon Magnificence.

The article highlights Albania as a “hidden gem of the Balkans,” inviting readers to explore UNESCO World Heritage treasures such as Gjirokastër, Berat, and Butrint, in a journey that blends history, culture, and nature.

The French daily lists the top five cultural destinations for organized tours as follows:

1.Albania and its UNESCO Treasures

2.A stroll through the heart of Washington D.C., Maryland, and Virginia

3.Salzburg: Mozart and the Splendors of Salzkammergut

4.Saxon Magnificence: Dresden and Leipzig, two cities of art and history

5.Florence, land of masters: the “Fra Angelico” exhibition and Renaissance treasures

Le Figaro portrays Albania as a truly hidden Balkan jewel, captivating visitors with its rich history and diverse landscapes.

From Tirana to Gjirokastër, passing through Berat and Butrint, the journey traces civilizations that left their mark on these lands: Illyrians, Greeks, Romans, and Ottomans.

Visitors discover a country where authenticity blends with the brilliance of UNESCO World Heritage sites.

Albania’s allure goes beyond its monuments. It lives in the hospitality of its people, the richness of its traditions, and the flavors of its cuisine.

Travelers can enjoy a crispy byrek (pie), listen to UNESCO-listed Albanian polyphony, and explore vibrant markets that mix Mediterranean aromas with oriental influences.

Experiences like wandering the narrow streets of Krujë, enjoying traditional folk dance performances, or discovering local vineyards attest to the authenticity and warmth of this welcoming land.

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Alongside the influx of over 7 million tourists who traveled to Albania through this airport by the end of 2024 – with expectations for further growth in 2025 – tourism, seen as a historic milestone for the country, has also expanded the geographic reach of flight destinations offered by airlines.

Deputy Prime Minister and Minister of Infrastructure and Energy, Belinda Balluku, cited the low-cost airline Ryanair as an example, noting Ryanair now operates 25 destinations from and to Albania’s main international airport.

“Ryanair now offers 25 destinations and 135 weekly flights at Mother Teresa International Airport, promoting Albania as a hidden treasure of Europe,” Balluku said.

She emphasized that civil aviation remains the cornerstone of Albania’s tourism success.

The continued increase in passenger numbers reflects the success of strategic initiatives by Tirana International Airport aimed at expanding connecting flights and improving accessibility.

Continuing its role as a vital gateway linking Albania to key global destinations, Tirana International Airport remains steadfast in its commitment to providing improved services, boosting tourism, and significantly contributing to the overall development of the region.

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Prime Minister Edi Rama took to the social media on Saturday to share a Échappées belles (Great escapes) program clip, one of the most watched programs on French public television channel France 5, which will explore some of Albania’s most popular nature wonders.

“A magical journey to wild, beautiful and true Albania, until recently seen as wild, ugly and unvisitable by the public in France,” PM Rama wrote.

“On May 31, at 9 pm, the popular TV show ‘Échappées belles’ will offer France 5 TV viewers a 90-minute exploration of wonders and treasure troves that make Albania preferable and unforgettable for its visitors, because, as the TV program clip notes ‘Albania changes you,” PM Rama noted.

Albania keeps recording steady growth in arrivals and sustainable tourism, with nearly 820,000 foreign nationals entering the country in April 2025, taking their total number to 2.45 million in the first four months of this year.

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Sharing the program’s video clip on the social media, Tourism Minister underlined that the program will feature the country’s treasures and tourism.

“A magical journey to wild, beautiful, real Albania. On May 31, at 9:00 PM, the most-watched French TV show “Échappées belles” will offer its viewers an Albanian adventure on France 5 TV channel to discover in 90 minutes the treasures that make Albania desirable and then unforgettable for visitors,” Kumbaro wrote.

In recent years, many international media outlets have produced a series of programs to promote Albania, suggesting their audiences to visit the country.

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Condé Nast Traveller Germany featured Albania in an exclusive travel story, writing “tiny Albania is set to become Europe’s next thing in travel industry, because its landscapes are as beautifully unfiltered as its people are unabashedly welcoming.”

In a post on the social media, PM Rama notes that the story highlights the country’s landscape and hospitality. He also underlines that the travel magazine points out importance of Vjosa River “as a unique postcard for the country.”

“The giant travel magazine Condé Nast Traveller Germany features super story about Albania as a destination of unique landscape experience and unabashed hospitality, making the country one of Europe’s next thing in travel, with Vjosa River as its unique postcard,” PM Rama wrote as he shared the article on Albanian tourism.

Recently, Condé Nast Traveler Germany featured Albania in an exclusive travel story, where journalist Kalle Harberg joined the Albania Rafting Group founders, Zamo and Alma Spathara, on a journey through the country’s most breathtaking landscapes.

Together, they explored the Vjosa River, hiked the holy Mount Tomor, savored slow food at Hotel Castle Park in Berat, and visited local wineries.

One of the highlights of the journey was rafting on the Vjosa River, known as Europe’s last free-flowing river. With no dams disrupting its course, the Vjosa is a natural wonder, offering thrilling rapids and stunning turquoise waters.

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Prime Minister Edi Rama shared the article by the leading British daily on Thursday.

“Albania on focus of the prestigious British daily ‘The Times’, not only as a destination home to stunning white sand beaches, but also for high-end tourism offerings with an increasing number of luxury hotels,” Rama wrote.

The government head underlined that “top investors are eyeing Albania, where several international brands have launched their operations, including Melía, Radisson, Marriott or Hyatt, while once construction Vlora international airport completes, our country will definitely attract higher attention of visitors from all over the world.”

“Number of British visitors to Albania rose 37% in 2024 compared to 2023,” PM Rama said.

The Minister of Tourism and Environment Mirela Kumbaro also shared the story posted by “The Times”.

“We’ve only started focusing on high-end tourism in recent years. If you had visited Albania five years ago, you wouldn’t have found any international brands, but today it’s a very different landscape,” Tourism Minister Kumbaro told “The Times”.

In the past few years, Albania has become a top tourist destination with an ever growing number of visitors from all over the world. As many as 11.7 million foreign tourists visited the country in 2024.

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Prime Minister Edi Rama shared Tuesday the latest story on Albanian tourism by the German tabloid.

“Super international media promotion by German tabloid newspaper “Bild” that ranks Albania on top of most-sought after destinations to visit this year,” PM Rama wrote.

“Over 356 000 Germans visited Albania until November 2024, as Albania is making preparations to showcase its potential as the Official Host Country of ITB Berlin 2025, the world’s leading travel trade show, in March,” Rama went on writing.

Albania has been declared the country of honor at the world’s largest Fair, ITB Berlin 2025, in an extraordinary global promotion of the country’s tourism potential.

German tabloid points out the magic of the Albanian Riviera as the next big Mediterranean destination.

“Albania is no longer a hidden gem, but in 2025 it will become a trendy destination for sun-seekers and beach lovers. The Albanian Riviera attracts visitors with its crystal-clear water, small bays and charming coastal villages such as Ksamil and Himara. Unlike in the overcrowded Mediterranean regions, you can still find secluded beaches here and enjoy nature,” the tabloid said in its article.

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According to EC report, Albania’s tourism rose 86%, significantly higher than Greece that saw a 25% increase in tourist number compared to 2019.

Data from the EC report show that small countries like Albania and Montenegro have recorded strongest tourism growth in the first six months of 2024.

The European Commission notes that Albania is attracting a large number of foreign tourists and an upward trend in number of visitors from Asia has been recorded recently.

According to the report, tourist activity in Europe has largely followed a similar trend during the first half of 2024. International travel has been increasing across the continent compared to last year, rising 6% and 7% respectively compared to the pre-pandemic rate.

The destinations in Southern Europe, including Albania, lead growth of European tourism and remain popular destinations for the pleasant climate and for the affordable cost.

More than 10 million tourists visited Albania in 2023, while their number is expected to increase significantly in 2024.

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Prime Minister Edi Rama took to the social media on Tuesday to share the latest article by “The Guardian”, which describes Albania as home to glorious national parks and a mosaic of local traditions of hospitality.

According to “The Guardian”, Albania is a country that shows how locals and visitors can gain unforgettable experiences and benefit from ecotourism in the protected areas.

“The article by the prestigious newspaper ‘The Guardian’, describing all the flavors and sensations of Albania, is an appeal to British tourists to explore this country’s beauties and capture its soul,” PM Rama said.

“The Guardian” underlines In recent years Albania has begun luring sunseekers to seaside resorts including Sarandë, Himarë and Vlorë.

“But the Balkan destination is a country of impressive natural beauty and ecological importance, as our visit soon reveals,” the leading British newspaper said.

“The full itinerary takes in the teal waters of Lake Koman and tranquil, beach-fringed Shala River in the north of the country for sublime dips. There’s also an optional hike to Mollë in the foothills of the Albanian Alps, as well as time in the capital Tirana and the beach resort of Vlorë,” The Guardian said in its recent article.

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