The Secretary General of UN Tourism, Zurab Pololikashvili, and the CEO of Messe Berlin, Mario Tobias, were also present at this summit.

During her speech, Minister Kumbaro highlighted Albania’s dedication to becoming a sustainable destination, while also experiencing an increase in international visitors, as it attracts tourists year-round.

“We brought the sunshine to Berlin! Albania is the Country of Honor, not as a tourism powerhouse, but as a nation that has shown a meaningful example to the world: A delightful surprise on the global tourism stage, symbolizing that just as people can reinvent themselves, so can countries – overcoming tough historical challenges and emerging as a global destination through the power of tourism. Albania also exemplifies how growth doesn’t need to rely on mass tourism. According to the latest United Nations World Tourism Organization report, Albania was ranked as the fastest-growing destination in Europe for international visitors after the pandemic, and we remain committed to promoting responsible and sustainable tourism,” stated Minister Kumbaro.

Kumbaro emphasized that Albania welcomed around 12 million tourists in 2024, while also highlighting Albania’s ambition to establish the “UN Academy” in Tirana as a regional training center for young people.

Moreover, Kumbaro highlighted Albania’s tourism policies, which focus on developing premium experiences.

“Albania is attracting high-end accommodation brands through fiscal incentives, encouraging investments while preserving its authenticity. Through agritourism development programs, we ensure that visitors experience true Albanian hospitality, preserving traditions from the pressures of mass tourism. Thanks to the government’s policies, our country now has 11 international hotel brands and a chain of more than 40 four- and five-star hotels either completed or under construction,” said Kumbaro, emphasizing that Albania aims to be one of Europe’s leading destinations by 2030.

“Albania dreams big for tourism. But as we like to say, between dreams and reality, it is policy that holds the power to make dreams come true,” concluded Minister Kumbaro in her opening speech at the UN Tourism Ministerial.

Subsequently, Kumbaro held a bilateral meeting with Julia Simpson, President of the World Travel & Tourism Council (WTTC), who praised Albania’s achievements in becoming the country with the fastest post-pandemic recovery. In its latest report, WTTC noted that tourism contributes over 26% of Albania’s Gross Domestic Product.

/sm/