Albania’s presentation exceeded all expectations at the 45th edition of the International Tourism Fair “Fitur 2025”, in Madrid, Spain. The high interest shown by visitors made the “Albania All Senses” stand one of the most popular among 152 countries in the world. Over the course of five days, from January 22 to 26, Albania welcomed tourism professionals, decision-making authorities, and numerous visitors.

The Director General of the National Tourism Agency, Zana Çela, stated that the historic record of visitors who chose Albania in 2024 confirms the expansion of the tourism market, but at the same time sets us the goal of achieving new records.

“11.7 million foreign visitors (11,696,078) came to Albania last year (2024), marking the largest increase in this decade, as well as an increase of 15.2% compared to 2023. Such a large influx of tourists is naturally linked to the successful and efficient promotion, as well as to the diversified offer of Albania, meeting the demand of every tourist. This historical record marked in Albanian tourism, in addition to the arrivals of tourists from the countries of the Balkan region, confirms the expansion of the tourism market with visitors from Western Europe such as Spain, Italy, Germany, France and the United Kingdom. Satisfied with the achievements but also “thirsty” to achieve new records, we are again this year at the Madrid Fair, where we hold meetings with the main aim of generating ideas and opportunities on new projects and agreements”, emphasized the General Director of AKT, Zana Çela.

The presentation of Albania started successfully from the first day. At the opening ceremony, the Minister of Tourism and Environment, Mirela Kumbaro, emphasized:

“We are promoting the most unique beauties and sensations of Albania, bringing them closer to the world. We are excited to share the natural and cultural wealth of our country with the visitors of this important event.”

With the motto “Albania All Senses”, the Albanian stand turned into a center of activities, according to the agenda organized by the Ministry of Tourism and Environment, conceived as a mix of experiences that present Albania as the most exciting destination in Europe, from experiences through virtual exploration of the country, “Albanian Nights” inspired by the rich heritage of cultural traditions and community life, to tasting experiences offered by the Albanian Agrotourism Association.

The days of Fitur 2025 marked very important and valuable meetings for the promotion of our country in the international arena. The General Director of AKT, Çela had a fruitful conversation with the CEO of Air Albania, Mr. Sinan Isik. Together they discussed major joint projects.

The Director of AKT, Çela also stated that “important international airline and hotel companies have expressed great interest in the Albanian tourism market.

“There are many visitors and agencies visiting the Albanian stand at the fair, but there is also no shortage of investors who have shown a special interest in investing in our country”, said Çela.

The Director General of the National Tourism Agency, Zana Çela, received the Director of the Italian Tourism Agency, Alessandra Priante, during the days of “Fitur 2025”. During the conversation, they agreed on strengthening cooperation for the promotion of tourism in both countries. In this context, at the International Tourism Fair “ITB Berlin”, a Memorandum of Cooperation between the Italian Tourism Agency and the National Tourism Agency of Albania is expected to be signed.

Albania’s tourism in Madrid was also in the focus of various international media.

“I held a meeting with the representative of National Geographic Traveler from the United Kingdom, Mark Salmon, with whom we talked about the possibility of promoting our country in the prestigious and internationally renowned magazine. I held another meeting with the representative of the media group of the global travel leader Expedia, Ana Jiménez. Expedia aims to cooperate with Albania, given that it has become one of the most sought-after destinations by tourists in the last two years,” said the General Director of AKT, Çela.

Laura Field, regional editor-in-chief of the travel magazine “Wanderlust”, visited the Albania stand, describing it as a country to be discovered in 2025.

At the Albania stand at the International Tourism Fair, “Fitur 2025’ in Madrid, Spain, the VR corner is the most frequented. The Director of the National Tourism Agency, Zana Çela, stated that “this is the first time that international visitors are enjoying Albanian tourist destinations in the most realistic way possible with VR stereoscopic 3D”.

“In our stand there is a corner that is the most visited, as the staff provides information to the many visitors, then they move to the VR corner, where they see all the information about Albania as a tourist. They stop at the coastline on the most beautiful beaches, in mountainous Albania, in agribusiness and see an Albania in all its senses and all this done with high technology, with a system of 8 cameras, which shoot at 360 degrees to give us all the beauty with VR glasses the beauties of nature and cultural heritage that Albania presents at the international fair of “Fitur 2025”, said Çela.

“Fitur 2025”, the largest fair taking place on the Iberian Peninsula, closed with record numbers, exceeding all expectations with nearly 255,000 attendees, and during the first three days alone, 155,000 professionals created bridges and networks for tourism cooperation in the world.