FROM GROWTH TO SUSTAINABILITY? ASSESSING ALBANIAN TOURISM THROUGH MEDITERRANEAN BENCHMARKING

Abstract

Tourism is considered one of the most important sectors of the global economy, making a substantial contribution to economic growth and diversification. Over the past decade, according to international data, Albania has become one of the fastest-growing tourism destinations in Europe. The aim of this study is to investigate whether the country’s rapid tourism expansion represents a sustainable transformation or is merely a period of accelerated quantitative growth. Based on secondary data from national and international statistics, the study examines tourism trends and benchmarks Albania against other Mediterranean destinations, such as Croatia, Greece, and Spain. The comparative results demonstrate strong and rapid tourism growth in Albania, as well as increased competitiveness as a Mediterranean destination. However, some sustainability challenges, such as environmental pressures and tourism seasonality, must be addressed. The study offers valuable insights and recommendations for policymakers aiming to balance tourism growth with long-term sustainability.