Albania rebrands as upcoming tourist destination

Lalzit Bay resort, one of many Albanian destinations hoping to ride a new wave of visitors

For many decades, Albania was not considered a tourist destination. Although situated just 45 miles from the eternally-popular coast of Italy, this South-Eastern European country was considered a world away. With a recent history peppered with the restrictions that come from living under communist rule, travel to Albania has been limited in recent years and its shores have remained largely undiscovered by the wider world.

General opinion of the country wasn’t high: it was a world of unknown, looked upon somewhat negatively and not considered a to-visit destination. Yet it is clear that this tide is now turning.

In April this year, the Albanian government launched ‘Branding Albania’, a national competition that would see organisations competing to come up with a winning logo, slogan and, importantly, a strategy for the future, to promote the country to a wider audience and place it firmly and confidently on a worldwide stage,

“This is a project that will change the image of our country in a radical way, in a way that will reflect the energy and vitality of our people, the great potential our country has to develop, Albanians’ hospitality, our rich culture and extraordinary historical heritage, our amazing places and landscapes… Our intent is to launch a new image of Albania and its touristic potential: Albania as a gateway for foreign investments in the Balkans, Albania as a factor of stability, security and peace in the region, Albania as a European country.”

This positive move by the country’s leadership for “Next Generation Albania” showed recognition of the untapped potential and the importance of tourism to Albania’s future, a bold move that received a great response. Eventual winners of the competition were StrawberryFrog, becoming Albania’s newly appointed global creative agency, tasked with the job of building the brand.

Scott Goodson, Founder of StrawberryFrog, expresses their delight at being chosen,

“We are excited to be working with the government and people of Albania to help build its brand and in the process propel it to the forefront destination among the world’s travellers and those seeking the world’s most extraordinary, most pristine, most authentic European destinations. There is nothing else like Albania. As one of the world’s most respected agencies, we are in the process of finalizing a disruptive strategy and brilliant creative work that will help Albania be recognized for all the wonderful and inspiring experiences.”

As StrawberryFrog have expressed, there is a large amount of untapped potential within Albania’s previously-veiled treasures, and from a rich history to unspoilt beaches to expansive mountains, Albania’s untamed beauty is beginning to turn heads.

Peter Walshe, Marketing Director for Albania’s first high-end resort Lalzit Bay Resort & Spa, agrees,

“Albania truly deserves the title of ‘the hidden gem of the Adriatic’, with so much to offer visitors and investors alike. However the rebranding of the country by StrawberryFrog marks an exciting time in developing the country’s currently greatly untapped potential and the agency’s winning slogan of ‘Go Your Own Way’ encapsulates the concept of the many and varied reasons people will fall in love with Albania if they visit.