site.btaBulgaria, Albania Sign Action Plan as Part of Efforts to Create Balkans Tourist Brand

Bulgaria and Albania Wednesday signed an action plan in the field of tourism until 2027, which leads the Balkans towards the creation of a common brand and sustainable connectivity, the Ministry of Tourism reported. The document was signed by Tourism Ministers Evtim Miloshev of Bulgaria and Mirela Kumbaro of Albania.

The two held a meeting in Tirana as part of Miloshev's efforts to build a Balkans integrated tourist destination. He signed a similar action plan during his visit to Montenegro on Tuesday.

After his meeting with the Albanian Minister of Tourism and Environment, Miloshev said that the action plan is an important political sign of two countries'  wish to work towards a sustainable development of tourism in the region. "I am happy to have found a like-minded individual - Minister Kumbaro - about the vision of the Balkans tourism brand, which will unite our efforts and develop the tourist potential of our countries," he noted.

Minister Kumbaro supported the idea of creating a common Balkans tourist destination with an emphasis on attracting tourists from overseas markets. "The Balkans are too small for us to divide the market. We should be more open and advertise each other. Albania and Bulgaria have an exceptionally rich cultural and natural heritage: archaeology, UNESCO sites, potential for religious tourism. Our cuisine is also a connecting element," she said.

Miloshev added that tourists are looking not only for destinations but also for experiences. "Tourists from Japan and the USA want a complete experience: culture, history, cuisine, and wine. The Balkans have the potential to propose precisely that, provided we create comfortable transport connections," he said.

Kumbaro said that Albania has already made significant investments in infrastructure and agritourism's development. "Our philosophy is to connect all possibilities for tourism - mountains, the sea, and cultural heritage - in a single year-round product. Over 25% of our territory is protected, and that is an attraction for a new type of tourists seeking sustainable experiences," she noted. 

Albania attracted over 10 million tourists last year, and expects an increase by 25% by the end of 2024. A serious focus for both countries is the attraction of tourists who stay longer and seek a new level of service.

Miloshev underscored that the potential of the Balkans tourist brand is transport connectivity. "We must make a decisive step and connect the Balkans by air. We can create an excellent tourist product and marketing, but unless there is easy access to the destinations, we will not achieve the high result wanted," he argued.

"Tourism is not just business: it is a means for cultural exchange and establishment of strong ties between peoples. Together we can make the Balkans an attractive and sustainable destination for tourists from all around the world," Miloshev said.

The Bulgarian Tourism Minister's negotiations on a Balkans integrated tourist product will continue with talks in other Balkan countries. The goal is to provide complete air connectivity in the region by spring 2025.