From Migration to Cultural Diplomacy: Italian–Albanian Partnerships and the Making of Albania’s Post-Communist Tourism Economy

Abstract

This paper analyzes the role of Italian–Albanian cultural partnerships in shaping Albania’s post-communist tourism economy. Moving beyond migration-based explanations, it examines how cultural diplomacy, heritage preservation, and creative industries have repositioned Albania as a sustainable tourism destination. Using qualitative methods—including document analysis, stakeholder interviews, and field observations in Berat, Gjirokastër, and Shkodër—the study identifies five key areas: heritage restoration, festival collaboration, hospitality education, creative industries, and cultural narrative building. The findings show that Italian involvement functions at structural, symbolic, and interpersonal levels, supporting economic development and identity reconstruction. Italian initiatives have strengthened tourism branding, improved professional standards, and encouraged hybrid cultural expressions. The study highlights cultural co-creation as an effective tool for sustainable tourism development and post-socialist transformation.

Keywords

• Albania
• Cultural Diplomacy
• Sustainable Tourism
• Italian-Albanian Partnerships
• Post-Communist Transformation

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