The American Chamber of Commerce has urged the government to take measures to protect tourism, which is being harmed by numerous problems, from the lack of drinking water in some areas, pollution, and the lack of qualified staff.
On the global travel map, Albania continues to be touted as the “Pearl of the Mediterranean”. But behind the polished image of advertisements and magnificent aerial views, the reality on the ground is more complex. Albanian tourism is facing old challenges that continue to remain unresolved: the lack of drinking water in some areas, unmanaged waste that is often burned openly, and pollution that cannot be hidden from the eyes of foreign vacationers.
"The information provided by our members, part of this sector, speaks of coastal areas where the lack of drinking water, mismanagement of wastewater, burning of waste in landfills or the continuation of construction activities even during the tourist season continue to be a concern, thus affecting the functioning of accommodation structures, but also the quality of life of citizens and tourists in these communities."
Tourists come for the sun, the warm sea... but they are often faced with cold service. In an industry where detail makes the difference, the American Chamber of Commerce raises concerns, the lack of trained staff is becoming the weakest point of Albanian tourism.
"The lack of trained staff has put many tourism businesses in difficulty, while also jeopardizing Albania's competitiveness as a tourist destination compared to other countries in the region."
Tourism has become an important engine for the Albanian economy – not only for big businesses, but also for thousands of families who make a living from the summer season. But this engine risks making more noise than it makes if institutions do not react in time.
"With the good will to contribute to the development of a priority sector for the country, we request the attention of the Government, local authorities and relevant institutions to address these issues, thus helping not only businesses, but also strengthening this positive momentum for Albania's image as a growing tourist destination."
As waves crash on the shore and the sun shines on beaches empty of discarded sunbeds and illegal construction, Albania needs a clear plan and concrete actions. Not only to preserve its external beauty, but also to inspire the confidence of visitors and residents in the future of tourism.
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