COUNTRY: Albania

Deutsche Gesellschaft für Internationale Zusammenarbeit (GIZ) GmbH

„Integrated Sustainable Development of the Southern Coastal Region” – Concept for Sustainable Tourism Promotion and Visitor Information Services



Albania’s southern coast stands for extraordinary nature combined with cultural heritage and overwhelming landscapes of the Ionian Sea. The 150-kilometer southern coast comprises two national parks Llogara and Butrint, and the peninsula of Karaburun and Narta lagoon. The wonderful landscapes also due to differences in altitudes of over 1,500 meters, combined with the rich variety of habitats and the archaeological heritage from Illyrian, Greek, Roman and Ottoman rules make the southern coastan important region for the national economy. Agricultural activities mainly entail olive oil production, citrus fruits, vegetables and stock breeding. Meanwhile, tourism services and accommodation offers are situated along the beaches. Fragmented investments and illegal constructions have started to endanger future potentials for development and the rest of the predominantly rural region remains underdeveloped and poor. The lack of a clear development perspective has driven rural people to abandon the countryside and move towards closer to the coastal areas, or outside the region. Germany is supporting the Albanian government in its objective of sustainable economic development of the region, which will benefit not only the rural population but entire national economy. The project “Integrated sustainable development of the southern coastal region” is supporting rural development in the area, covered by the municipalities of Vlora, Himara and Saranda and is focussed on rural tourism. Furthermore, the project supports the development of business models of rural tourism in three pilot areas with one specifically focusing on increasing income for women.

Project Aim

To promote the development of viable sustainable tourism models and to encounter uncontrolled mass tourism development AGEG Tourism for Sustainability was assigned to develop a concept for sustainable product development and marketing of the Southern Coastal Region.

Services Provided

AGEG Tourism for Sustainability Consulting AGEG Tourism for Sustainability Consulting provided the following services:

  • Fact finding mission to Albania´s South
  • Development of an illustrated, implementation-oriented marketing concept
  • Suggestions for the development of the Albanian South Coastal Region as a sustainable destination
  • Development of a professional structure for the regional tourism marketing and guest information of the Albania´s South Coast Region
  • Thematic workshop to present the marketing concept and destination development suggestions