The main aim of this study, which employs both quantitative and qualitative methodologies, is to provide a comprehensive analysis of the tourism industry in Albania, within the broader context of the Western Balkans region. In particular, after a brief analysis of the tourism features of the area in the international context, the study focuses on the figures and trends of supply and demand in Albania’s tourism sector. 

At the same time, this investigation underscores the potential socioeconomic impact of a diversified tourism offer encompassing high-quality and integrated services in the field of culture, gastronomy and wine, sustainability and seaside activities. To achieve this, an example is provided from certain Italian regions where this connection is clear and measurable.

In this context, it is highlighted that Albania has a diverse range of destinations where it is possible to develop strategies for improvement, to increase their appeal, and make them more competitive at international level. It is, therefore, crucial for the future of quality tourism to implement productive and infrastructural investments (physical and digital) that ensure accessibility, internal mobility, and sustainable growth of the supply chain in all its components.