- TUI Futureshapers Albania strengthens 200 rural tourism businesses through tailored training and capacity building
- Project promotes sustainable tourism and supports new jobs across Albania’s underdeveloped regions
Berlin,
06 November 2025
Empowering Albania’s Rural Tourism: TUI Care Foundation launches new Futureshapers programme
Berlin, 6 November 2025. Albania’s rural communities have long faced challenges in accessing the benefits of the country’s growing tourism sector, which has largely concentrated on urban and coastal destinations. Many local businesses lack the skills and resources to meet international standards, limiting their ability to attract visitors and generate income. TUI Futureshapers Albania addresses this gap by equipping rural micro, small, and medium enterprises (MSMEs) with the tools needed to thrive in a competitive tourism market.
In collaboration with the German Development Agency (GIZ) and implemented by the Institute for Sustainable Development in Tourism and Agriculture (ISDTA), the project supports 200 MSMEs operating in hospitality, agritourism and outdoor activities, such as hiking and cycling. Over two years, businesses located along key tourism routes - including the Shepherd's Trail, the TransDinarica Cycling Route, and the High Scardus Trail - receive targeted training in hospitality, gastronomy, food safety, waste management and customer service. The initiative aims to train 400 staff members from these MSMES, contributing to job creation, business resilience and the diversification and enhancement of tourism offerings in Albania’s rural regions.
TUI Futureshapers Albania begins with a comprehensive assessment of rural tourism businesses to identify gaps in service quality and operational efficiency. Based on these insights, the project delivers tailored support to guesthouses, agritourism establishments, local producers, and other tourism-related MSMEs. This includes one-on-one coaching, group workshops, and business-to-business (B2B) events that encourage collaboration between local producers and tourism operators. To further support growth, the project also provides promotional activities that increase visibility and market access for participating businesses.
The project complements the GIZ Albania - Sustainable Rural Development initiative. By improving service standards and expanding tourism beyond the summer season, TUI Futureshapers Albania helps position the country as a year-round destination whilst fostering long-term economic growth in rural communities.
The initiative is part of the global TUI Futureshapers programme which includes projects in 17 destinations including Greece, Portugal, Sweden, Dominican Republic and North Africa, and empowers people to turn social challenges into entrepreneurial opportunities in holiday destinations.
