Interview with Zana Çela of the National Tourism Agency in Albania at FITUR

Monday, March 4, 2024

Travel And Tour World had the opportunity to interview Zana Çela, General Director of the National Tourism Agency in Albania, at FITUR. 

Travel And Tour World: We would love to know about your policies and actions concerning sustainability.

Zana Çela: You see, sustainability is crucial for everyone, Albania included. The fact that 26% of our nation is protected land is evidence of our dedication to creating a sustainable future. It is interesting to note that Albania welcomed an incredible ten million tourists in 2023—a number we had originally projected to reach by 2030. This unexpected accomplishment resulted from our novel approach to promoting our nation, which included combining all events—political, cultural, sporting, or traditional—into a single, all-inclusive travel schedule.

In addition to promoting Albania, the team I lead is in charge of organizing this country’s calendar of tourism-related events. Our objective is to maintain and grow the number of visitors over the next few years, not just in the near future. Our goal is to get tourists to spend more money and travel around Albania, which will help Albania’s economy grow and promote sustainability. Through promoting Albania’s varied attractions in a variety of media, we support both our own development and the worldwide effort to make the world a greener place.

Travel And Tour World: You mentioned the idea of extending the tourist season beyond the traditional summer months. Could you elaborate on the significance of MICE facilities in attracting visitors to your country during these off-peak times?

Zana Çela: Beyond traditional tourism, we’re venturing into the realm of MICE tourism, which is still quite new to us. Even though we’re just starting out, we’ve already scheduled numerous meetings aimed at drawing in more MICE tourists. Over the next two to three years, we anticipate having the infrastructure in place to fully accommodate this type of tourism. Tapping into MICE tourism holds the key to unlocking year-round tourism for us, moving away from the limited seasonal model we’ve followed until now. It’s exciting to share that our tourism numbers have surged over the past three years, making it clear that MICE tourism is becoming a pivotal avenue for boosting tourism in Albania. 

Travel And Tour World: Everyone recognizes Albania for its breathtaking beauty, but there are areas still hidden from the common visitor’s eye. How do you plan on promoting that?

Zana Çela: We’ve focused a lot on promoting the south of Albania, yet it’s the magnificent Alps in the north that also deserve attention. Our government is actively working on numerous projects aimed at boosting the tourism industry in northern Albania. This region is rich with rivers, including the Vjosa River, which holds the title of the last wild river in Europe. I’m proud to say that the Vjosa is now under UNESCO’s protection. Moreover, our government is in the process of initiating a significant project in this area, setting the stage for it to become a premier destination in Albanian tourism

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