TIRANA, Oct 28 /ATA/ Attending the Future Hospitality Summit in Dubai, Minister Blendi Gonxhja expressed that he is honored to represent Albania at a pivotal moment of transformation for the country’s tourism sector.
After providing a vivid description of Albania’s natural beauty, particularly along the coastline, Minister Gonxhja emphasised that our task is not merely to develop infrastructure on the coast, but to create experiences that honor it and strengthen its identity.
Along our 476-kilometre coastline, from the Adriatic to the Ionian, the Riviera doesn’t just look beautiful; it has a rhythm, is like a living melody—waves under cliffs, bells above harbours, voices in markets, and the quiet of monasteries above the sea. These are not decorations; they are identity. Our duty is not only to build on this coast, but to shape experiences that honour and amplify that identity.
The transformation is clear: we’re moving from a three-month season to a twelve-month destination. For years, the Riviera was defined by July and August. That cycle is over. We’re creating value in the other ten months, wellness and health retreats; gastronomy-led itineraries; creative and cultural residencies; and cruises, marina that connects Albania to wider Mediterranean routes. We’re doing it in synergy with culture, sports, and nature so that travel becomes continuous, not seasonal.
To make this shift durable, we’re building a solid investment architecture.
We’re shaping a new development vision for the coast: one that respects design, environment, and the character of place. Access and mobility along the Riviera are being strengthened, making it easier to reach, operate, and invest. The forthcoming international airport in Vlora, expected to open in 2026, will further anchor this transformation by improving year-round connectivity to the coast.
Our Strategic Investment Law and Tourism Law provide a predictable and transparent environment for high-quality hospitality: from boutique resorts and eco-lodges to branded residences. The 6% VAT on accommodation remains active, supporting long-term hospitality investment. We’re not starting from zero: major international groups like Hilton, Marriott, Meliá, Hyatt, are present in the Albanian market.
New marina and coastal developments are taking shape, positioning the Riviera as part of the Mediterranean’s blue corridor, welcoming visitors by land and by sea. And we are not filling the coast at any cost. We insist on balance: heritage protection with modern hospitality; community interests with investor interests; access with preservation.
At the centre of our approach is a truth that’s economic as well as cultural: culture is the soundtrack of the coast. The Riviera speaks through food and festivals, through crafts and music: traditions that are not staged; they are lived.
Why invest now—not later?
Because Albania offers something rare in today’s Mediterranean: a destination already equipped with the instruments investors need: strong growth, political stability, a strategic position between the Balkans and the Mediterranean, a 6% VAT on accommodation, targeted incentives for 4- and 5-star investments.
The Riviera the world knows in summer is only the first movement. The twelve-month movement is the one we are composing now. I invite not only those who wish to witness it when complete, but those who want to shape it with us while it is still being written. The Albanian Riviera is not the end of Europe; it is the beginning of a new Me.
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