What are the tourism priorities for 2026? - Topuzi: New challenges, year-round season and identity tourism
As the balance sheets of how tourism performed in the year that just ended are being finalized, the sector prepares for the challenges of 2026.
According to the Head of the Hotel and Tourism Association, Zak Topuzi, the focus should not simply be on the number of tourists, but on increasing income, extending the tourist season and developing identity tourism, to attract visitors who return and enjoy the country's history, culture and rural areas.
"Albania has important tasks for 2026. The most important one is the final consolidation that it is not the number of tourists that is important, but the income that is provided by them, since Albania provides the least income in the region."
According to Topuz, this is achieved primarily by extending the tourist season. But one of the main points of the sector remains that employees are not paid only for the season, but are provided with a subsidy beyond the tourist season. Also in 2026, Albania must strengthen identity tourism.
"It is very important for Albania to develop identity tourism, as it has history, castles, antiquities and this type of tourism is in demand. I believe that more infrastructure and communication will be needed for rural areas."
But, during this year, Albania must have a clear report on tourists returning to our country.
"The most important thing for Albania is that during 2026, we need to draw conclusions about how many tourists are those who have returned, who are coming for the second or third time."
Meanwhile, during 2025, Albania surpassed the figure of 12 million visitors with foreign passports, significantly exceeding the results of the previous year.
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