{"id":70848,"date":"2024-08-29T20:57:25","date_gmt":"2024-08-29T18:57:25","guid":{"rendered":"https:\/\/euronews.al\/en\/?p=70848"},"modified":"2024-08-29T21:03:33","modified_gmt":"2024-08-29T19:03:33","slug":"unreaslitic-prices-or-expectations-whats-behind-albanias-tourism-debate","status":"publish","type":"post","link":"https:\/\/euronews.al\/en\/unreaslitic-prices-or-expectations-whats-behind-albanias-tourism-debate\/","title":{"rendered":"Unreaslitic prices or expectations? What\u2019s behind Albania\u2019s tourism debate"},"content":{"rendered":"

By Alice Taylor<\/p>\n

At the start of 2024, the Albanian government set an ambitious target for the number of tourists visiting the country during the year: 14 million<\/a>, some 4 million more than in 2023.<\/p>\n

As well as the target, the government laid down some of their efforts that they said would help pave the way towards Albania becoming a European tourism hub. These include government and stakeholder promotion of the country and its unique attractions, the use of digital apps to advertise events and things to do, a reduced VAT rate of 6% for hotels, better infrastructure including roads, tunnels, and airports, and the improvement of quality standards including service, cleanliness and safety.<\/p>\n

But by the start of July 2024, things were not panning out quite as expected. Between January and May<\/a>, INSTAT reported that some 3.3 million foreigners had visited the country, and in June, 1.24 million<\/a>\u00a0foreigners arrived in just one month. However, the target of 14 million still seems a long way off, and something was up on Albanian beaches.<\/p>\n

On social media, photos of vast swathes of <\/a>shoreline\u00a0along the Albanian Riviera, promoted as the centre of Albanian tourism, remaining empty save for the hundreds of sunbeds and umbrellas, emerged.<\/p>\n

From Saranda to Borsh, Borsh to Vlora, and Vlora to Durres, reports<\/a>\u00a0claimed that the number of visitors coming to the coast was well below what was expected.<\/p>\n

While some claimed the images were manipulated, the work of foreign \u2018agents\u2019<\/a>, or taken early in the morning, on-the-ground fact-checking<\/a>\u00a0found that many places appear to be operating at less than full capacity.<\/p>\n

The debate that ensued centred around why this was the case, with some blaming the government and others blaming tourism operators such as those running beach concessions, hotels, and restaurants.<\/p>\n

In particular, high prices have been dubbed one of the leading reasons for the lack of tourists. In resorts in the south of the country, a night in a luxury or \u2018boutique\u2019 hotel can reach EUR 1000 or more during the high season\u2014something critics say is out of reach and greedy.<\/p>\n

North-South divide<\/span><\/p>\n

However, the situation is a little different in the north of Albania. The seaside resorts of Shengjin <\/a>and Velipoja, popular with tourists from Kosova, North Macedonia, and Montenegro, are thriving.<\/p>\n

Prices here have only increased around 10% since 2023, with a sunbed and umbrella costing between 500 and 2000 lek (100 lek approximately equivalent to EUR 1), small slivers of public beach remaining, and accommodation starting at 2000 lek a night.<\/p>\n

Speaking to the owner of a holiday apartment complex, I was told that by the second week of July, capacity was at 90% until September, with a mix of Kosovar tourists and those from Poland, Czechia, and the UK.<\/p>\n

\u201cWe thought there would be fewer Kosovars this summer as they have visa liberalisation, but we have seen little difference. What difference there is has been made up with foreign tourists that come for 1-2 days before going to Montenegro or down to the south of Albania,\u201d they told me.<\/p>\n

As of January 2024, Kosovars received visa liberalisation, allowing them to travel visa-free within Europe. This opened up the possibilities of new holiday destinations without having to go through the hassle of excessive paperwork and bureaucracy. Many feared this would impact tourism in the north of Albania, a popular destination for these visitors due to its proximity, but the reality has been better than expected.<\/p>\n

Kosovar numberplates fill the streets, and Albanian remains the primary language among those in cafes, bars, and lidos. The key to retaining these visitors is that prices have remained low, and the level of service has remained stable. It is possible to have a sunbed, coffee, snacks on the beach, and ice cream for a day for around 2000 lek here, something unimaginable south of Vlora.<\/p>\n

Price comparison<\/h2>\n

For this article, I visited Booking.com and looked for a hotel room for two adults and a child for one Friday night in August, with breakfast, in various locations. The results show a distinct north-south divide in terms of affordability.<\/p>\n

When filtered by lowest cost and best reviewed, the average price in Velipoje, near the border with Montenegro, was around 5100 lek (EUR 50). In Shengjin, this rose to 10,000 lek but included properties with sea views on the first line of the beach.<\/p>\n

In Durres, central Albania, 20 minutes from the airport, a room costs 7500 lek but rises to over 40,000 in luxury five-star and all-inclusive resorts.<\/p>\n

Further south in Dhermi, a picturesque and trendy area, the average cost was 20,000 lek, while in Ksamil, dubbed \u2018The Maldives of Europe\u2019 it rose to 22,000.<\/p>\n

In Saranda, a less picturesque but still popular destination, the price hovered around 13,000 lek.<\/p>\n

As for sunbeds, in the north, they typically range between 500 lek and \u00a02000 lek, while in the south, they can reach hundreds of euros a day.<\/p>\n

Social media has also been flooded with photos of receipts detailing the prices of meals and services, which are considered expensive by Albanian standards. Coffees costing 200 lek and souvlaki at 1000 lek are just some examples.Considering the Albanian minimum wage is 40,000 lek a month, and the average is 75,000 lek these prices mean holidaying on local shores can be out of reach for many.<\/p>\n

But when it comes to tourists, these prices are still below the average of many other European destinations such as Italy, Greece, and even Spain and with a variety of price points available in each location, there are options for everyone.<\/p>\n

Unrealistic expectations?<\/h2>\n

On Facebook, the number of groups promoting Albanian tourism has mushroomed in recent years, each with several thousand members. These groups allow service providers to advertise their services and field questions, requests, complaints, and criticism from visitors.<\/p>\n

\u201cWe have visited a few beaches, and although the sea is beautiful, there is just too much confusion for us, with very loud music and umbrellas crammed together. Are there any quieter beaches? We are thinking about leaving early, losing the money already spent,\u201d one poster wrote in a Facebook group.<\/p>\n

\u201cWhere can we find public beaches? It seems everywhere is with umbrellas and sunbeds. They wanted EUR 30 from us for one sunbed and would not let us put our towels on the sand, getting aggressive when we tried to argue back,\u201d another wrote.<\/p>\n

While these comments seem to tally with the arguments that the overpopulation of beaches with sunbeds and high prices is driving people away, another kind of comment shows another side to the coin.<\/p>\n

Such groups are often full of people requesting \u201ccheap\u201d and \u201clow cost\u201d accommodation, tours, meals, and experiences. Some visitors balk at paying EUR 40 a night for a hotel, or request a taxi ride, usually costing EUR 20, for EUR 10. They ask for free accommodation in return for doing light housework, or hitchhiking and even complain about a meal costing 1000 lek per head.<\/p>\n

\u201cI am looking for a cheap hotel with breakfast for two adults, maximum EUR 30 a month, by the beach somewhere quiet,\u201d one Dutch individual posted on Facebook.<\/p>\n

\u201cAlbania doesn\u2019t want cheap tourists, we are not third world, don\u2019t be cheap\u201d, one angry Albanian user snapped back.<\/p>\n

One hotel owner in Orikum near Vlora, who did not want to be named, told me via Facebook messenger that many foreign tourists have unrealistic price expectations.<\/p>\n

\u201cThey heard Albania is \u2018cheap,\u2019 and they want to pay nothing for everything. They want a four\u2014or five-star hotel, fresh food, and excursions with a bilingual guide, but they want to pay a very small amount for it\u2014this is not correct,\u201d they said.<\/p>\n

They argued that one of Albania\u2019s selling points is that it is lower cost than many other destinations, it is not \u2018cheap\u2019 and visitors should expect to pay a fair price for a quality service.<\/p>\n

\u201cIf you want luxury, stay in Ksamil in a boutique hotel and go to the trendy luxury beach bars. If you are on a budget, go camping, take the bus, stay in a hostel, and eat byrek,\u201d they added.<\/p>\n

With August just starting, how the rest of the season pans out will remain to be seen, but some important lessons have already been learned. While looking on booking.com, I saw a number of providers had slashed room prices in a bid to entice tourists.<\/p>\n

Meanwhile, a vandalism attack<\/a>\u00a0was carried out on privately owned sunbeds and umbrellas placed on a Durres beach by a luxury hotel- a signal that ordinary people are fed up with their coast being taken over for profit.<\/p>\n

2024 is likely to be a year of lessons learned, while 2025 will decide whether Albania can make it as a leading tourism destination, or not.<\/p>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

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