ARTIFICIAL INTELLIGENCE AND TOURISM-DRIVEN ECONOMIC DEVELOPMENT IN ALBANIA

Abstract

Albania recorded approximately 11.7 million foreign arrivals in 2024, a figure that places growing strain on infrastructure, management systems, and the natural environment. This paper examines how that tourism expansion is shaping the adoption of artificial intelligence across the sector, and what the resulting economic, environmental, and ethical consequences look like in practice. Drawing on a systematic review of academic literature published between 2019 and 2025, supplemented by secondary statistical data from INSTAT, Eurostat, and UN Tourism, we find that AI adoption is uneven: larger, urban-based businesses are realising tangible gains in efficiency and revenue, while rural SMEs continue to face significant barriers related to cost, connectivity, and skills. We argue that the question is no longer whether Albania should integrate AI into tourism, but how to do so in a way that preserves the human character of the sector.