Albania is emerging as a prime destination for alternative travel, as visitors seek out the country's stunning landscapes away from the coastline and embrace the warm hospitality of its farm stays. With a reputation for being both trendy and exotic, the Balkan state has become one of Europe's fastest-growing travel hotspots, attracting over 7.5 million visitors last year alone. Despite the pandemic, the Albanian tourism industry has bounced back, buoyed by pent-up demand and the appeal of a short-haul destination that offers great value for money.

However, the Albanian government is looking to move away from mass tourism and instead focus on diversifying the sector to drive economic growth. Rather than competing with its Mediterranean neighbors on sun and sea tourism, officials plan to rebrand the country as a high-end destination by catering to new markets. Albanian Minister of Tourism and Environment, Mirela Kumbaro, sees the country's unique selling point as its untouched landscapes, stating, "beaches aren't unique. What's unique [about the country] is virgin, untouched, undiscovered." Kumbaro hopes that the shift towards alternative tourism will set Albania apart from its competitors and secure its position as a quality destination.

This new approach to tourism is part of a broader effort to move Albania away from its troubled past and rebrand itself as a modern, thriving nation. Kumbaro, an academic turned politician, acknowledges that mistakes were made during the country's transition from Stalinist dictatorship to democracy in the 1990s. However, she sees these missteps as valuable learning opportunities that have helped shape the country's tourism strategy going forward.

One of the key elements of this strategy is the promotion of rural tourism, which is seen as a way to create jobs and stimulate economic growth in rural areas. The Albanian government is encouraging visitors to explore the country's beautiful countryside, stay in traditional farmhouses, and experience the country's rich cultural heritage. In addition, officials are working to improve infrastructure, develop new tourist attractions, and promote sustainable tourism practices.

Overall, the shift towards alternative tourism represents an exciting new chapter in Albania's history. With its stunning landscapes, rich history, and warm hospitality, the country has much to offer visitors seeking a unique and authentic travel experience. As the country continues to evolve and embrace new opportunities, it is sure to become an even more popular destination for travelers from around the world.

According to Albanian Minister of Tourism and Environment, Mirela Kumbaro, her role involves a balance between promoting tourism and ensuring its sustainability. Although Albania attracted 7.5 million tourists last year, Kumbaro prioritizes quality over quantity, hoping visitors will stay longer and explore the country throughout the year. Rather than promoting package beach holidays, she aims to emphasize agritourism and ecotourism, taking advantage of Albania's diverse landscape of mountains, forests, and coastline.

Kumbaro emphasizes the importance of environmentally friendly, responsible, and sustainable tourism that spreads evenly across the country. Rather than focusing on specific areas, the government encourages visitors to experience cultural heritage, gastronomy, hiking, rafting, and nature in various locations. The minister emphasizes that there are many little farms and villages that offer unique experiences, and encourages tourists to discover and enjoy all that Albania has to offer.

Albania's hinterland and northern Alpine region, including the Accursed Mountains, offer unparalleled potential for ecotourism and agritourism. With the help of international development agencies, the Albanian government aims to promote tourism that can help enrich some of the poorest areas in Europe.

Recently, the spotlight has turned to the 273km Vjosa River, often called the "last wild river of Europe." Albanian Prime Minister Edi Rama has pledged to turn the river basin, which includes the Vjosa and its tributaries, into a new national park. This move is intended to boost tourism and make it the first national park of its kind in Europe. Albanian Minister of Tourism and Environment, Mirela Kumbaro, announced that she plans to submit an application for the entire Vjosa basin to become a "UNESCO biosphere reserve" to help revitalize villages through rural tourism.

The Vjosa River is home to over 1,000 plant and animal species, and it runs undammed and unobstructed through the country, originating in Greece. It serves as an example of the environmental paradise Albania has become, in part because of the paranoia of Enver Hoxha, the dictator who ruled Shqipëria (the land of the eagle) for over 40 years.

Albania's transition from Stalinist rule began just over 30 years ago, making it a relatively young democracy. No other country in the former communist bloc of Eastern Europe experienced such repression or isolation. Mirela Kumbaro, now 56, lived much of her early life under the strict regime that she remembers clearly. At that time, tourism was only allowed for Marxist-Leninists and was strictly regulated by the state tourist agency, Albturist, which was responsible for developing the sector after the death of dictator Enver Hoxha in 1985. Kumbaro recalls that only about 200 people were able to visit each year on well-organized bus tours, and they belonged to communist "friendship associations." Even then, Albturist was controlled by the Sigurimi secret police.

During Hoxha's regime, visitors to Albania were subjected to strict rules, including a ban on cameras, miniskirts, and beards. Men were even forced to shave their chins and have their hair cut if it was deemed too long at the border. As the country began to open up, bus trips from Athens were the only option for tourists, mostly serving Greeks with relatives in southern minority communities. Other tourists were allowed, but visas were granted only after thorough vetting. Tirana, the capital, was the furthest point accessible on these tours, and visitors were lodged in Soviet-era hotels with unhappy staff. Travel to the poor highlands in the north was forbidden, as it was used as a dumping ground for political prisoners. Religion was also prohibited, and people were afraid to speak out. For Kumbaro, tourism represents liberation and is a wonderful thing because it opens doors for others.

As we enter 2023, we at the Guardian have a simple request for our readers in Albania: help us continue providing independent reporting that is clear and fearless. Despite the challenges that lie ahead, we will remain committed to bringing you the latest news from around the world, 24/7.

We understand that times are tough, and not everyone can afford to pay for news. However, as a reader-funded publication, we rely on the support of those who can contribute. This support ensures that millions of people have access to reliable reporting on the events that shape our world. Will you consider investing in the Guardian this year?

Unlike other news outlets, we have no billionaire owner, which means we are free to pursue the truth and report with integrity. In 2023, we will continue to work tirelessly to bring you journalism that is always free from commercial or political influence. Our editor is not beholden to anyone, and we focus only on what is important.

With your help, we can keep Guardian journalism open and accessible to all. When information is freely available, more people can understand the impact of global events on communities around the world. Together, we can hold the powerful accountable and fight for democracy.

Whether you can donate a small or large amount, your support is crucial in sustaining our reporting for years to come.

По материалам https://www.theguardian.com/travel/2023/feb/24/albania-sets-its-sights-on-high-end-eco-tourism