Albania, a wonderful opportunity for tourism - an interview with the Italian Prof. Mirko Casalino, professor at the University of Puglia, published in the newspaper "Koha Jone" dated: 25 April 2011

The Italian professor Casalino who came specifically to teach tourism at the European University of Tirana, estimates that Albania has natural assets that can classify it among the countries with maximum tourism potential.

- Asked which is the prospective that characterizes the tourism in Albania and what are the factors that make this development possible, he replies:
- It is my first time in Albania. Cities I've visited are Lezha and Tirana. Based on my personal visits to these cities, I think that Albanian tourism has good and positive possibilities for development. After a several weeks visit in Tirana, yesterday evening I had the opportunity to visit Tirana on every corner and I noticed a fair number of bars, which are a good opportunity for young people. But of course there is still much to do in order to improve the image of the capital, to make it more attractive in the eyes of the tourists. While regarding my experience in Lezha, it is obvious that a city by the sea has good development opportunities, especially in the field of tourism. I have to mention also the negative factors that affect the development of tourism, such as the bad infrastructure.

Overall, Albania has good potential for tourism development, but should work more with the image, in order to be presented as a country with a favorable tourist perspective. There is also a need to improve the services which is another key element to develop and improve the image of Albania in the future.

- In your opinion, how policy affects the development of tourism in Italy and in Albania? What is the difference between the two countries and what should change in Albania?
Based on my own experience, I had the opportunity to appreciate an unfamiliar territory. In fact the cultural heritage, archaeological, and its folklore are the elements that must be evidenced to stimulate tourists in this country. Albania has natural assets that can classify it among countries with maximum tourism potential.

- Albania is currently characterized by an unfavorable political situation and the tourism season is very close...
- Italy has the fortune to have a cultural heritage from generation to generation and a convenient geographical position between the neighboring countries. Today we have not much work to do in terms of image. It is quite normal that Italy also has an urgent need for policies to improve the services, mainly in those spots where tourism is developed in the last 20 years. Albania should take a starting point from countries that are neighbors, such as: Greece and Italy and follow policies which have tourism in focus, being this mountain or coastal.

Personally, when I arrived at the airport, I created a positive image for Albania. So I emphasize that the key is to improve the image.
- Albania is characterized by a rich cultural heritage. What are the obstacles to be overcome Albanian territory and Tirana in particular, to promote comprehensive tourism?

- The first thing that I appreciated when I was in Tirana and Lezha, is the hospitality. Even in Italy, I have known many Albanians, but when I came here, I realised that you have a very strong sense of hospitality, in comparison with other Balkan countries.

- What is the message to convey to the investors for the development and improvement of Albania's tourism potential?
Albania has much to offer to tourists in terms of natural beauty and its diverse culture, heritage and archaeological sites. It has also a wonderful Mediterranean climate. Albania offers endless potential for investors who want to benefit from the opportunities yet to explore in tourism and help the development of this industry to make it a key sector in the economy.

Albania today and tomorrow

Continuous undertakings are ongoing to encourage investors to develop tourism infrastructure in Albania. Like other countries of Western Balkans, Albania needs to adjust legislation and investment initiatives designed to support economic growth in comparison with the policies and working principles of Europe.

The Albanian government has supported the expansion of present and future of tourism as a high priority, in order to transform the country into a Mediterranean tourist destination and set it on the world tourism map. In an effort to support the ongoing development of tourism in Albania and to make this place a tourist destination, the importance of active involvement of local communities and international business and strong partnerships between organizations, government and regional development agencies is a must.

(Publication date: 25 April 2011)