Albania: Student project on the future of tourism
A German-Albanian student project — initiated by Prof. Dr Claudia Brözel (HNEE), Prof. Dr Esmeralda Kromidha, and Dr Drita (University of Tirana) — combined research, intercultural exchange, and practical experience to explore the potentials and challenges of sustainable tourism in Albania. The findings were discussed at a final conference held on 27 June 2025 under the patronage of the Albanian Ambassador to Germany.
Participants of the Closing Conference
From left to right: Prof. Dr Matthias Barth (President of HNEE), Dr Drita Rira (Vice Dean, University of Tirana), Counsellor Irene Dai (Albanian Embassy), Prof. Dr Claudia Brözel (HNEE), Prof. Dr Anila Paparisto (Vice-Rector, University of Tirana)
Welcome Address by Counsellor Irene Dai"
Albania is often called “Europe’s last undiscovered treasure,” boasting wild coastlines, UNESCO World Heritage sites, and pristine nature. At the same time, the country faces the challenge of developing tourism without endangering its ecological and cultural resources.
The project was inspired by Albania’s role as the host country of ITB Berlin 2025. Students conducted market observations at the trade fair, participated in virtual collaborations, and met during study trips to Tirana and Berlin.
The closing conference, held under the motto “Between Protection and Utilisation,” was opened by Irene Dai, Counsellor at the Albanian Embassy, and Matthias Barth, President of HNEE. Representatives from academia and the tourism industry engaged with students to discuss pathways towards responsible tourism in Albania. The central panel discussion featured Rashela Kotherja (Elite Travel Albania), Ulrike Katz (DRV), Ryan Fuller (ITB Berlin), and the embassy counsellor. The session was moderated by student questions alongside Prof. Brözel. It became clear how motivated students are pioneering new ideas and providing valuable impulses for a growing, sustainable tourism sector in Albania.
The quality and depth of the students’ work were showcased in poster presentations, offering tailored solutions that combine cultural sensitivity with market-oriented thinking and environmental awareness, involving local communities. Universities can contribute to this transformation through education, international exchange, applied research, and active networking. “We want to empower future tourism professionals to make sustainable decisions — not only as newcomers to the profession but as multipliers,” said Prof. Brözel.
The project marks the beginning of closer collaboration between Albanian and German institutions in sustainable tourism development. Follow-up initiatives focusing on implementing Albania’s Tourism Strategy 2024–2030 are planned.