Albania presented itself with a consolidated presence at ITB Berlin 2026 from 3-5 March, which this year marked its 60th anniversary, welcoming hundreds of visitors and industry professionals from around the world. With a clear strategic approach and a unified destination narrative, the country positioned itself as one of the most dynamic growth markets in Europe.
Under the concept “Albania All Senses,” Albania showcased a structured tourism offering aligned with global industry trends, including sustainability, authentic experiences, premium products, and seasonal diversification. This approach aimed to strengthen B2B partnerships, expand international cooperation, and increase presence in priority markets.
At this international platform, under the motto “Albania, an authentic experience, 365 days,” the country highlighted its tourism potential through a unique blend of cultural heritage, unspoiled nature, and authentic local experiences. Through professional meetings, dedicated presentations, and the promotion of diversified tourism products, the focus was on deepening collaboration with international operators, attracting new investments, and reinforcing Albania’s image as a competitive and sustainable destination on the global tourism map.
At the “Albania All Senses” stand, the Minister of Tourism, Culture and Sports, Mr. Blendi Gonxhja, held meetings with important international counterparts and partners in tourism and air transport, discussing the growth of Albania's presence in the German and Nordic markets, as well as the expansion of air connections and tourist packages.
The Director General of the National Tourism Agency, Ms. Zana Çela, together with her team, held over 45 meetings with international partners, airlines, tourism platforms, tour operators, and foreign media representatives, promoting Albania as an authentic and sustainable destination.
A key highlight was the visit of a delegation from the Bundestag, representing the Committee on Tourism, who were welcomed by Ms. Çela and Albania’s Ambassador to Berlin, Ms. Adia Sakiqi. The delegation of 11 members of parliament, led by Ms. Anja Karliczek, held discussions in a collaborative atmosphere, where, in the presence of representatives from GIZ Albania, topics such as sustainable tourism, nature conservation, and the promotion of cultural heritage destinations were addressed.
The “Albania All Senses” stand transformed into a vibrant space where Albanian traditions were experienced firsthand—from traditional toasts with raki and authentic cuisine to folkloric dances that immersed visitors in a rich cultural experience.
The German delegation expressed interest in visiting Albania within the year, signaling a concrete step toward strengthening bilateral cooperation. Participation in this milestone edition of ITB Berlin was widely regarded as a success for Albania, opening the door to new partnerships and expanded presence in international markets.
This was further confirmed by 30 tour operators, as well as representatives of medical tourism and the hospitality industry, who were part of the Albanian stand and highlighted the growing interest in Albania as a year-round destination.
A key element of the presentation was the four-season tourism model, through which Albania was promoted as a balanced and steadily growing destination throughout all 12 months of the year. Major destinations such as Tirana, Durrës, Korçë, Vlorë, Sarandë, and Pogradec presented their diverse tourism offerings.
Meanwhile, the mayors of Korça, Vlora, and Saranda—Mr. Sotiraq Filo, Ms. Bruna Mersini, and Mr. Olti Çaçi—outlined their strategic vision for tourism development, focusing on extending the tourist season and positioning Albania as a competitive destination in the Mediterranean region.
Participation in an event with over 100 thousand visitors from 190 countries and over 5800 exhibitors offered valuable opportunities for new collaborations and the promotion of Albania as a growing tourist destination.
In addition to its nature, history, and cultural heritage, Albania also highlighted its traditional cuisine as a key component of its tourism offering, giving visitors the opportunity to explore unique destinations, experience authentic local life, and enjoy the richness of Albanian gastronomy.
