Albania’s rural communities have long faced challenges in accessing the benefits of the country’s growing tourism sector. This sector has largely concentrated on urban and coastal destinations. Many local businesses lack the skills and resources to meet international standards. This limitation affects their ability to attract visitors and generate income. TUI Futureshapers Albania addresses this gap. It equips rural micro, small, and medium enterprises (MSMEs) with the tools they need. These tools help them thrive in a competitive tourism market.
The project works in collaboration with the German Development Agency (GIZ). It is implemented by the Institute for Sustainable Development in Tourism and Agriculture (ISDTA). The project supports 200 MSMEs in hospitality, agritourism, and outdoor activities, like hiking and cycling. Over two years, businesses located along key tourism routes get targeted training. These routes include the Shepherd’s Trail, the TransDinarica Cycling Route, and the High Scardus Trail. The training covers hospitality, gastronomy, food safety, waste management, and customer service. The initiative aims to train 400 staff members from these MSMES. This contributes to job creation and business resilience. It supports the diversification and enhancement of tourism offerings in Albania’s rural regions.
TUI Futureshapers Albania begins with a comprehensive assessment of rural tourism businesses. This evaluation aims to find gaps in service quality and operational efficiency. Based on these insights, the project delivers tailored support to guesthouses, agritourism establishments, local producers, and other tourism-related MSMEs. This includes one-on-one coaching, group workshops, and business-to-business (B2B) events that encourage collaboration between local producers and tourism operators. To further support growth, the project also provides promotional activities that increase visibility and market access for participating businesses.
The project complements the GIZ Albania – Sustainable Rural Development initiative. TUI Futureshapers Albania improves service standards. It expands tourism beyond the summer season. This helps position the country as a year-round destination. It also fosters long-term economic growth in rural communities.
The initiative is part of the global TUI Futureshapers programme. This programme includes projects in 17 destinations. These destinations include Greece, Portugal, Sweden, Dominican Republic, and North Africa. It empowers people to turn social challenges into entrepreneurial opportunities in holiday destinations.
