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The debate over whether the beaches in Albania are crowded or empty has shifted to concerns over inflated prices and the damage they can cause to tourism.
This price increase was accepted by both the Government and the local government, while the tourist operators have their arguments as to why it happened.
Prime Minister Edi Rama asked the mayors of Vlora and Saranda - cities in the south of Albania, where it was said that there are the most abusive price increases - to hold meetings with tourist operators, to tell them that such a thing "is unfairly and strategically suicide for them".
And, it seems that this message was reflected in a price cut. That's what local authorities and tour operators say, at least.
The mayor of Vlora, Ermal Dredha, was the first local official to denounce the abusive increase in prices in the south of Albania.
After the concern was raised at the central level as well, he says he took steps to curb it.
"We have held meetings [with tourist operators] and we have discussed an agreement regarding the prices, so that they do not turn into a boomerang and the tourists who come do not leave," Dredha told Radio Free Europe.
According to him, the prices have already started to decrease, but there are still "some business structures that abuse".
"I don't say that the prices are exaggerated, at least in Lungomare, [the central part]. The increase in the price of umbrellas is two euros compared to a year ago. The price was 800 Lek [8 Euro] and it went to 1000 Lek [10 Euro]. But, there are other structures that claim to have a better offer or higher service. There is abuse there. The price of the tent can reach 2500 lek [25 euro]. This must change", says Dredha.
Another problem that he says he encountered during field inspections is the high price for cars in private parking lots.
"You can't pay for a parking space half of what you pay for a hotel room. For this concern, a task force has been set up that will record all the cases and measures will be taken", says the mayor of Vlora.
The quality of service and the lack of workers are also concerns that require solutions.
Vasil Bedini, leader of the tourist operators in Vlorë, confirms that in the consultative meetings with the representatives of the local government, after the criticism of Prime Minister Rama, it has been agreed that there will be a review of the prices.
According to him, there was an increase in prices in the southern areas, Dhërmi-Palas, and not in the city of Vlora.
"A clear strategy is needed for the coming years and meetings should be more frequent. Many beaches that were occupied have been freed. They are back in public. The package of local taxes for public spaces will be reviewed again at the end of the year, so that we have real prices and lower tourist offers", says Bedini for Radio Evropa e Lire.
Why did the prices rise and who abused?
Bedini enumerates several reasons why, according to him, some businesses abused the prices and some others made an increase that he describes as modest.
"Some tourist operators who are not continuously connected with the season, have thought of getting rich in one year. But the hotel sector, in general, has had an increase of no more than 10% and this is related to the fall of the euro. Last year, the euro was 120 ALL, this year it is 92 ALL. We have 90% of our income in Euros and 100% of our expenses in Lek", says Bedini.
He adds that Vlora and the rest of the south have been chosen mainly by Kosovars of the diaspora and he does not expect their number to change this year.
Expert: Not just numbers, but analysis
The tourism expert in Albania, Altin Sholla, appreciates the marketing done to Albanian tourism, but says that analysis is lacking.
"The government and local institutions must follow advisory policies with experts and measures must be taken so that problems such as this year's with the increase in prices do not repeat themselves. The marketing that is done is at the right time, but we need an analysis of what tourists come to us, how to get the best from them and, then, how to eliminate the abusive trends", says Sholla for Radio Free Europe.
"This means that we bring the tourist to the door, but we also have to think about how to keep him," he adds.
According to him, the offer should be well-defined, because "if there are abusive tendencies with the prices and there are no additional services", then "the tourist comes, sees and leaves".
The financial impact in that case "is not great, it is not what is expected", says Sholla, head of the educational institution "Tirana Business University".
According to him, the statistics show that in March and April there was an increase in the number of tourists - which shows that "they do not come only for the coastline, but also to visit cities such as: Berati, Gjirokastra, Tirana, Shkodra". which have a rich cultural heritage.
"We must know the category of tourists who come to Albania, so that demand and supply are balanced. Knowing well the coming tourist, we also harmonize the packages. The statistics of how many came are no longer enough, but the duration, how long they stay or how much they spend", says Sholla.
The Government of Albania expects about 14 million tourists to visit the country this year.
According to the latest data published by it, which include the period from January of this year to June, Albania was visited by 4.5 million tourists, or 34 percent more than in the same period of the previous year.
Last year, international media, such as CNN, reported on Albania, ranking it as one of the most interesting destinations of that summer season, be it for beaches, mountain areas, food or even affordable prices.
This year, the publication of several photos and videos on social networks attracted attention, which, according to those who shared them, were of Albanian beaches with very few people or empty./ REL
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