Guest writer and international media consultant, Michael Luze, speaks with Nevila Dudaj, owner of the Adriatik Hotel in Durrës, about the booming demand for luxury travel in Albania and how the country is emerging as a prime destination for high-end tourism.
As well as being the owner of the Adriatik Hotel, a member of the Advisory Board of New Haven University, and a member of the Forbes Business Council.
As Albania’s first luxury beachfront hotel, the Adriatik Hotel holds a special place in the country’s history. It was originally built 1957 and was acquired by the Dudaj family in 2000. By 2003, the property reopened as an independent, private 5-star luxury resort on the Albanian Adriatic coast.
After its recent renovation, the property boasts a contemporary look and ultra-modern comfort to its timeless elegance, with amenities such as indoor and outdoor pools, the Queen Teuta Spa, gourmet dining, cocktail bars, a tennis court, and more.
What is your analysis of the expansion of tourism in Albania? And why is it important to be known as a luxury destination?
Based on my expertise in tourism and hospitality in Albania, I have witnessed that the Albanian tourism sector has ben expanding rapidly, driven by its picturesque landscapes, rich history, and affordability compared to other European destinations. Over the past decade, Albania has transitioned from being relatively unknown to an increasingly popular destination, especially for adventure and cultural travellers seeking unspoilt, natural beauty and authentic experiences.
We are neighbours to famous luxury destinations, such as Italy, Greece, and Croatia, but we were behind them regarding tourism due to the Communist regime that kept the country more isolated, while the rest of Europe nurtured and built awareness for their respective countries.
We have a lot to offer such as UNESCO heritage sites and archeological sites which would make you feel like you’re in Rome or Athens.
Is your goal to attract visitors with high spending power?
Those who favour luxury travel will typically spend more on accommodation, dining, and activities. By positioning itself as a ‘luxury destination,’ Albania can increase its tourism revenue without necessarily having to increase the number of visitors. This helps to maintain environmental and cultural sustainability, which is especially important for protecting Albania’s natural landscapes and heritage sites.
What is the common perception of Albania?
Albania has historically been associated with budget travel, partly due to its relatively low prices. Shifting towards luxury tourism will help to change this perception, and will position Albania as a competitor with Mediterranean destinations that are well-known for their high-end offerings.
A luxury image can elevate the country’s status internationally – attracting celebrities, influencers, and media attention which further boosts the tourism brand.
Will this involve infrastructure development?
Luxury tourism drives investment in high-end hotels, resorts, and other hospitality infrastructure, which in turn improves overall service quality. This has ripped effects across other sectors – improving transportation, public services, and job creation.
Is seasonal diversification also an issue?
The tourist season will diversify more when we increase the focus on luxury travel. While beach tourism is mainly seasonable, luxury offerings (such as wellness retreats, gourmet dining and cooking experiences, or cultural trips) can attract visitors year-round which helps to mitigate the issue of seasonality.
What efforts do Albania make to show its high-quality service?
Albania has been making significant efforts to increase the quality of its tourism services and meet the standards expected by international travellers, especially in the luxury market. Some of the key steps taking include hotel and resort development.
We’ve seen the construction of numerous high-end hotels, resorts, and boutique accommodations, especially along the Adriatic and Ionian coasts. Some of these are part of global chains, which help raise service standards by adhering to international best practices in hospitality.
What about training and education in the tourism sector?
To enhance the level of service, Albania has invested in hospitality training programmes. For example, vocational schools and universities are offering more courses in tourism management. Private sector initiatives and government partnerships are also aiming to train hotel staff, tour operations, and restauranteurs in international customer service standards. For example, we offer training in hospitality with AHLEI (American Hotel and Lodging Educational Institute). They provide certifications that are globally recognised.
Is travelling to Albania a unique experience?
Albania is increasingly focusing on promoting unique, high-end experiences that can appeal to luxury travellers. This includes wine tours in regions like Berat and Gjirokastër, exclusive yachting opportunities along the coast, and high-end adventure tourism such as guided hiking in the Albanian Alps.
These niche markets demand high-quality service and attention to detail, which encourages providers to continually raise their standards.
How does the government support these projects?
The Albanian government has prioritised tourism as a key sector for economic development, offering incentives for foreign investment in tourism infrastructure. The government also has implemented policies aimed at improving accessibilities, such as improving airport infrastructure and increasing flight connections with other major European cities.
Is luxury tourism sustainable?
Albania’s approach to luxury tourism has also emphasised sustainability. There are efforts to develop eco-friendly resorts and support businesses that promote cultural and environmental conservation. By appealing to a luxury market that values sustainability, Albania aligns its high-quality service offerings with global trends in responsible tourism.
These combined efforts reflect Albania’s commitment to raising its service quality and elevating its international tourism profile.
