Ms. Zana Çela, the Director General of the National Tourism Agency, had the distinct honour of welcoming Mr. Khaled El-Enany, former Minister of Tourism and Antiquities of Egypt and esteemed candidate for the position of UNESCO Director-General, alongside Mr. Hassan Shawky, Ambassador of the Arab Republic of Egypt to Albania, for a constructive dialogue.

During this engaging meeting, Director Çela underscored the remarkable transformation currently underway in Albania’s tourism sector. She highlighted the notable increase in international visitors, the diversification of markets, and the significant enhancement in service quality. From the pristine shores of the Ionian and Adriatic Seas to the majestic Alps in the north, and from the historically rich cities of Berat and Gjirokastra to the picturesque villages steeped in tradition, Albania is establishing itself as an authentic, secure, and increasingly sought-after Mediterranean destination.

Furthermore, Director Çela elaborated on the Albanian government’s strategic vision for sustainable tourism development, which is anchored in three fundamental pillars:

1. Enhancement of infrastructure and the digitalization of the sector,

2. Improvement of quality through professional training and the establishment of new standards,

3. Promotion of year-round tourism to extend beyond the brief summer season and to encourage other forms of tourism such as cultural, gastronomic, mountain, and agritourism.

She emphasized that the positive developments observed in recent years are not coincidental but are the result of collaborative efforts among institutions, entrepreneurs, and international partners. Director Çela also acknowledged the value of exchanging experiences with countries that have a long-standing tradition in this field, such as Egypt.

Mr. Khaled El-Enany expressed Egypt’s readiness to collaborate with the National Tourism Agency to share insights from two of the most effective and impactful projects implemented in the realm of tourism promotion. Notably, between January and May, Albania experienced a 53% increase in the number of visitors from Egypt compared to the same period in 2024.

This collaboration underscores the strengthening partnership between Albania and Egypt in the tourism sector, with the shared objective of enhancing mutual understanding and promoting sustainable tourism development.

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Below, the full speech of Ms. Zana Cela.

It is a pleasure and a special honor for me, on behalf of the National Tourism Agency, to welcome you to Albania—a small country in size, but with a big heart, rich history, and hospitality that is part of our national DNA.

Your visit today is not just a protocol meeting, but a valuable opportunity to share experiences, build bridges of cooperation, and reflect on the importance of tourism in connecting our peoples.

Albania is undergoing a profound transformation in its tourism sector. In recent years, we have seen a significant increase in the number of international visitors, a diversification of markets, and greater attention to the quality of services we offer. From the crystal-clear shores of the Ionian and Adriatic to the impressive Albanian Alps in the north, from museum cities like Berat and Gjirokastër, to villages immersed in greenery and tradition—Albania is asserting itself as an authentic, safe, and increasingly sought‑after destination in the Mediterranean.

The Albanian government has a clear vision for the sustainable development of tourism, built on three fundamental pillars:

• improving infrastructure and digitizing the sector,
• raising quality through professional training and new standards,
• and promoting year‑round tourism—to break the short summer season and encourage other forms such as cultural, gastronomic, mountain, or agritourism.

The positive developments of these years are not accidental, but the fruit of joint work among institutions, entrepreneurs, and international partners. And today, more than ever, we need an exchange of experiences with countries that have a long tradition in this field—such as Egypt.

Egypt, with its historic treasures, experience in managing mass tourism, and potential for sustainable development, is a country with which we wish to strengthen cooperation. We have much to learn from one another: in how we build country branding, train tourism workforce, promote cultural heritage, and create products that are not only attractive, but also sustainable for nature and community.

Cooperation between Albania and Egypt in tourism holds great potential—not only in exchanging tourists, but also in areas like investment, professional education, museum collaboration, organizing joint events, and developing regional offerings for third‑party markets.

Mr. Minister, your visit to our country is, for us, a source of inspiration and reflection. It reminds us that tourism is not just an economic industry—it is a bridge connecting civilizations, promoting dialogue, and building long‑lasting friendships.

On behalf of the National Tourism Agency and all those working to give Albania the place it deserves on the world tourism map, I thank you for your presence and assure you of our full willingness to strengthen relations with partners like Egypt.

I wish you a pleasant visit to Albania—a beautiful country to discover and a true friend to keep close.

Thank you!