TUI Futureshapers Albania

Albania’s tourism sector is growing rapidly, especially in its urban and coastal areas. However, rural regions have been left behind, struggling to offer the high-quality services expected by international travellers. Without the necessary skills, many local businesses fail to thrive, unable to meet the rising tourism standards. TUI Futureshapers Albania addresses this by focusing on three key areas: outdoor tourism (such as hiking and cycling), agritourism, and the development of touristic villages.

Over the course of two years the project focuses on 200 MSMEs located along key tourism routes, including the Shepherd's Trail, the Trans Dinarica Cycling Route, and the High Scardus Trail. These routes, rich in natural beauty and cultural heritage, present unique opportunities for sustainable tourism. The project provides these businesses with tailored training programmes to enhance their hospitality and gastronomy services, focusing on areas such as food safety, waste management, and customer service. Through this capacity building, the project helps to create 400 jobs.

TUI Futureshapers Albania is implemented in three phases. Firstly, a thorough needs assessment identifies the gaps in service quality and operational efficiency within the MSMEs. This analysis focuses on guesthouses, agritourism establishments, local producers and other businesses that support the tourism industry. The second phase develops specific training packages based on the identified needs. These include one-to-one coaching, group workshops, and B2B events to foster collaboration between local producers and tourism operators. Finally, a visibility plan promotes the MSMEs, including certification for participants and promotional activities to highlight their success stories.

By improving service standards and promoting sustainable tourism practices, the project helps to position Albania as an international destination, extending tourism beyond the summer season and into rural areas. The enhanced skills also lead to increased income opportunities for local communities, fostering long-term economic growth.

The Sustainable Rural Development Program (SRD II), implemented by Deutsche Gesellschaft für Internationale Zusammenarbeit GmbH (GIZ) in Albania, is committed to increasing competitiveness and raising incomes in Albania's rural areas, through innovative approaches in agriculture and rural tourism. Collaborating with businesses and government, SRD II seeks to foster sustainable growth while supporting Albania’s progress toward EU accession. The program envisions a thriving rural economy where modern agricultural practices and dynamic tourism sectors drive sustainable development, green growth, and digital transformation.

SRD II prioritises eco-friendly and economically viable practices, working closely with the Ministry of Agriculture and Rural Development, the Ministry of Tourism and Environment, businesses, and civil society to strengthen rural value chains. It promotes collaboration and scaling successful models in rural tourism and introduces agricultural innovations in key sectors, including vegetables, fruits, and dairy. The program creates an enabling environment for rural businesses by facilitating public-private dialogues to support policy alignment with EU standards. Funded by the German, Swiss, and British governments, SRD II runs from 2023 to 2026.