World Bank: Cultural Heritage Tourism in Southern Albania Boosts Investment and Economy

Southern Albania is seeing a revival through investments in cultural heritage and infrastructure in Berat Gjirokastër Përmet and Saranda.

The World Bank says these projects boost tourism, create jobs, attract former residents, and open new business opportunities.

Meanwhile, municipalities preserve rich history and natural beauty including UNESCO World Heritage sites, ancient castles, Ottoman architecture, and picturesque coasts.

In addition, the Integrated Urban and Tourism Development Project allows the government and the World Bank to restore historic areas, upgrade infrastructure, and expand tourism services in Berat Gjirokastër Përmet Saranda and nearby areas.

The project focuses on 12 main tourist zones. It improves nearly 200000 m² of public space, reconstructs streets and squares, installs signage, upgrades sidewalks and lighting, and adds trails, benches, ramps, and visitor points.

INSTAT data show Albania saw an 82 percent increase in visitors in 2024 compared to 2019. Berati hosted almost four times more tourists and Gjirokastër six times more.

At the same time, private investments are growing. Families convert traditional houses into guesthouses, offer culinary and cultural experiences, and build walking and cycling paths, electric buses, boats and soon zip-lines.

These businesses also expand adventure tourism and outdoor activities. They more than double tourism-related enterprises in the project area since 2019.

As a result, the rising private sector ecosystem extends the tourist season, diversifies residents’ income, and turns restored heritage sites into lively economic hubs.

Furthermore, new economic activity transforms the local job market. More than half of new jobs go to women, youth, and people with disabilities.

The World Bank highlights that cultural tourism and private investment reverse population decline. Former residents return to invest and bring new ideas.

Kristi Magllara returned to Saranda after 15 years abroad. She now runs her family tourism business and says development convinced her to come back, invest, and innovate.

This return revitalizes communities and sustains a cycle of investment and growth.

In addition, the World Bank calls it a model for sustainable development. It preserves natural and cultural assets while generating economic growth.

From restoring Gjirokastër Castle to public infrastructure, ecotourism, and visitor services, sustainability is integral to the project.

Businesses gain new skills and create tourism units to ensure long-term sector growth.

Overall, Southern Albania shows how heritage preservation and cultural tourism, supported by empowered communities and international partners, create jobs, stimulate investment, and drive economic transformation.

Finally, the World Bank concludes: by investing in the past, Albania is building a more prosperous future.

/a.p./