The “Beyond Destinations” panel at the Albite Conference became a discussion platform on the transformation of tourism beyond traditional borders, but the main attention was focused on the strategic approach of Ms. Laura Saro, Executive Director of the Albanian Investment Development Agency (AIDA).
In her speech, Laura Saro emphasized that tourism should not be seen simply as an economic sector, but as a powerful instrument of cultural diplomacy. According to her, Albania has a unique advantage in building sustainable international connections through the authentic experiences it offers, combining culture, traditions and local identity with economic development.
She noted that gastronomy and cultural heritage are among the most important assets that can be used to promote the country and attract quality foreign investments. In this context, Saro underlined the importance of creating an integrated model where tourism, culture and investment cooperate and reinforce each other.
The panel discussions were based on this vision, emphasizing that the future of tourism lies in experience and innovation. However, Laura Saro’s message remained central: sustainable tourism development requires not only promotion, but a genuine strategy that directly links it to the national identity and investment potential of the country.
In conclusion, it was emphasized that Albania has all the capacities to position itself as a competitive and sustainable destination, following precisely this integrated approach articulated by Laura Saro.