Albania takes center stage as Guest of Honor at Berlin Tourism Fair

Albania will take center stage at the Berlin Tourism Fair (ITB) 2024, where it has been selected as the Guest of Honor among 190 participating countries and 5,600 exhibitors. Represented by tour operators, hoteliers, and tourism experts, Albania will showcase its attractions under the theme “All Senses”, highlighting the experiences, emotions, and flavors that make it a rising destination in global tourism.

Why is this important: Albania has become a top emerging travel destination, attracting nearly 11 million tourists in 2024 despite its relatively small size of 28,000 square kilometers. Being named Guest of Honor at ITB Berlin, one of the world’s most prestigious tourism fairs, significantly enhances Albania’s global visibility—especially as tourism becomes a key pillar of the country’s economy.

What did the Prime Minister say:

On the influx of German tourists: Speaking at the press conference ahead of the official opening of the fair, Prime Minister Edi Rama emphasized the growing influx of German tourists as a sign of Albania’s progress toward sustainable tourism development.

“A few years ago, someone told me that the day German tourists start coming to Albania will mark the moment when our progress becomes irreversible—because German tourists are the most stubborn. They first make sure they understand exactly where they are going, but once they do, they keep coming back, serving as undeniable proof of change. We are delighted to see the steady rise in German visitors, from around 120,000 a few years ago to 374,000 last year. Of course, we are ambitious and want to welcome even more German tourists in the years ahead.”

On global recognition: Rama also highlighted Albania’s impressive growth in the global tourism industry, expressing confidence that the country could surpass Switzerland in terms of reputation due to its rich natural diversity.

“For several years now, we have ranked among the top three fastest-growing destinations on the UN World Tourism Organization’s Index—alongside Qatar and Saudi Arabia. Since we didn’t host a World Cup or have a pilgrimage site like Mecca, if we exclude those factors, we can say we are number one. Albania has something for everyone. It is a small country, but unlike Switzerland, it is much more diverse. We will be unmatched sooner rather than later because we have the Alps, the Mediterranean, and everything a person could desire—all within a compact 28,000 km². We have two seas, nine rivers, countless mountains, valleys, and lakes, and, as the cherry on top, we have the Albanian people. And, unlike the Swiss, we are never boring.”

On Albania vs. Greece: When an Israeli journalist asked whether Albania could become “the new Greece” in terms of tourism offerings, Rama responded with a touch of humor while outlining Albania’s advantages over its southern neighbor.

“If you want to feel like God, come to Albania. If you want to go somewhere where even taxi drivers think they are gods, go to Greece. But if you want that divine feeling, come to Albania. We eagerly await more Israeli visitors. We know that for us, this is about love, while for you, it’s also about money—but trust me, you’ll save more in Albania than in Greece, and you’ll get everything Greece offers, plus more.”

On new airport and direct flights to U.S.:

Rama also announced plans for a fourth Albanian airport, in addition to the new international airport in Vlorë, which is set to begin operations this year.

“We are planning a fourth airport at the southernmost tip of the country, practically across from Corfu. Corfu’s airport is overburdened, and we have recognized a high demand for a small seasonal airport in the south. At the same time, we are in talks with U.S. federal aviation authorities to establish direct flights between Albania and the United States. Soon, we also hope to welcome Qatar Airways, as well as expand flights from the UAE and Saudi Arabia.”

Reactions: ITB Berlin organizers also praised Albania’s tourism growth, highlighting its unique appeal.

• Norbert Fiebig – President of the German Travel Association

“Albania has recorded an impressive 36% increase in tourism. I visited Albania last year and saw firsthand that it has extraordinary tourism potential. I am confident that there is still so much more to explore and discover.”

• Mario Tobias – CEO of Messe Berlin

“My visit to Albania was incredible. I know I have to return and stay longer to truly experience the beautiful landscapes, cultural heritage sites, and the newly developed resorts. But one thing stood out: I learned a new word—‘Albenity’—a perfect combination of ‘Albania’ and ‘hospitality.’ And I truly felt it with all my senses, just as your slogan says.”

What’s next: This year’s ITB Berlin fair carries the theme “The World of Travel Lives Here”, reinforcing Albania’s growing status as a key player in global tourism. In 2025, the Maldives will take over as the Guest of Honor, but for now, Albania has the spotlight—cementing its place as one of Europe’s most exciting emerging destinations.