The National Tourism Agency organized an international conference on September 27, 2024 in Tirana, Albania. The conference, held during Albania’s presidencies of the Central European Initiative (CEI) and the South-East European Cooperation Process (SEECP), focused on the development of tourism in Central and Southeastern Europe. 

In her opening remarks, Zana Çela, Director General of the National Tourism Agency, emphasized the need to enhance regional tourism practices and promote sustainable growth through education and innovative tourism concepts. She underscored the Albanian government’s commitment to leveraging these presidencies to attract more tourists to the CEI and SEECP regions, beyond the traditional coastal and mountain offerings, by diversifying into cultural, agrotourism, medical, and other emerging tourism sectors.

Çela noted that realizing tourism’s full potential requires transforming the entire value chain, not just within the tourism industry, but across other economic sectors linked to it. This comprehensive approach, she argued, is essential for ensuring the long-term, sustainable growth of tourism in the region.

To promote our destinations more effectively, we need to be innovative and adopt new approaches. Simply having a clear vision is not enough; we must change many of our practices and strengthen our operational capacities to introduce new methods. More resources, trained staff, and expanded capabilities are required to create greater impact in the tourism field. 

This conference and its three specialized panel discussions provide an opportunity to generate ideas and proposals on how we can transform our CEI and Es.I.I.Si.Pi region into a unified, attractive destination through coordinated, complementary offerings. 

This would further stimulate tourist interest by showcasing the harmonized values and convenience of a comprehensive regional tourism package. But realizing this vision requires not only cooperation among the region’s government institutions but also a joint public-private and community commitment to make it a reality. 

Organized into three discussion panels, the “Tourism in Central and Southeastern Europe: New Development Paths” conference brought examples of challenges and good practices, facilitating the exchange of experiences among representatives of the regional tourism sector.