How is Albania "feeding" tourists? - Study/ Consumption increases by up to 50%, pressure on production and prices
Tourism is becoming one of the most transformative factors in the food market in Albania. With over 11.7 million foreign arrivals in 2024 according to INSTAT figures, the tourism sector not only contributes to GDP growth, but also significantly affects the structure, volume and seasonality of food demand, especially in coastal areas and those with agrotourism potential.
Referring to a study conducted by "ALTAX", food consumption by tourists has several structural features that directly affect the agri-food chain. First, high seasonal concentration (July-September) where consumption increases exponentially in coastal tourist areas and mountainous tourist areas.
In some places, such as Dhërmi, Saranda, Velipojë, Shëngjin or Theth, the population multiplies by 3–6 times, significantly increasing the demand for fresh produce and logistical affordability.
The focus is mainly on fresh and traditional foods, mainly local, sought after in restaurants specializing in Albanian gastronomy.
Daily food consumption for a tourist averages two to 2.5 times more than the per capita consumption of a local resident in the same areas (based on HORECA market analysis, Gastronomy Association, 2024).
It is estimated that during the season months, total food consumption in the country increases by 10–15% at the national level, but with a high concentration in the regions of Vlorë, Durrës, Lezhë, Sarandë and Shkodër, where the increase can be 30–50% compared to the off-season months.
The study highlights that these areas face limited logistical capacities and lack of supply planning, which puts a strain on local trade networks; Increases in prices of basic products, and episodes of supply gaps.
This sudden increase not only creates supply pressures and higher prices, but also increases the risk of local market distortions, especially when there is no production reserve or infrastructure for rapid collection.
According to the study, without efficient logistics, advance contracting, and diversification of production sources, tourism can create tensions for the resident population's access to food, especially in remote areas where goods are transported from abroad.
In some cases, domestic products are replaced by short-term imports, creating pressure on the trade balance and losing the added value of local potential.
The study highlights that tourism in Albania is a catalyst for increased consumption and transformation of demand, but in the absence of structural preparation, it can lead to disruptions in local supply, seasonal inflation, and social pressure.
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