Mirela Kumbaro, Minister of Tourism and Environment, spoke during the inauguration of Destination Track at ITB Berlin, emphasizing Albania’s rapid emergence as a worldwide tourist destination and the necessity of sustainable development. According to Kumbaro, Albania is no longer “Europe’s best-kept secret” but rather one of the fastest-growing destinations, with an 80% growth in international visitors.
She emphasized Albania’s distinctive approach to tourism, in which environmental protection and tourism growth go hand in hand. “We would rather not remain a mystery, nor do we want to become a popular tourist attraction. “Yes, we want to grow, but we want to grow responsibly,” Kumbaro explained. She emphasized Albania’s numerous tourism attractions, from the gorgeous Ionian Sea beaches to the adventure-filled Albanian Alps, as well as the country’s commitment to protecting its natural legacy, such as the Vjosa River, Europe’s last wild river, which is now protected as a national park.
Beyond landscape and culture, Kumbaro praised Albania’s excellent hospitality, pointing out that visitors are regarded as guests rather than clients. “In Albania, people ask if you have eaten, not how much you will pay! She addressed the gathering: “You won’t just be tourists; you’ll be friends and guests.” Do we want to chase numbers alone? Or do we want places that treat visitors as guests while also benefiting communities and the environment?” she asked.
She also highlighted Albania’s rapidly expanding tourist infrastructure, which already includes 11 international hotel brands and a developing network of agritourism ventures. Minister Kumbaro attended various discussion panels with policymakers and tourist industry representatives as Albania’s Guest of Honor at ITB Berlin, courtesy of the Ministry of Tourism and Environment’s organization.