By: Mikela Gjapi, Lutjona Lula, Mirtjon Mita

The tourism sector is a dynamic industry that excels in employability and job expectations but faces challenges in equality of opportunity and outcomes. Employers and workers alike value the sociable and human interactions inherent in tourism jobs. This paper explores how the tourism sector can ensure decent employment opportunities, promote social equity, and enhance job quality to improve worker satisfaction and retention.

Attracting Youth to Tourism

Youth play a crucial role in the tourism sector, but many young workers view it as a temporary job before emigrating. Motivations and expectations among workers are mixed; some see tourism as a viable career path, while others are deterred by systemic issues such as the lack of licensing for guides, which limits career pathways and prospects. Despite these challenges, workers unanimously recognize the higher social utility and purpose of the tourism sector, believing that tourism can play a positive role in promoting Albania’s image abroad.

Enhancing Job Quality Through Training

Tourism scores highly on employability due to the routine provision of on-the-job training, especially in client-facing roles. Workers gain valuable skills such as cultural awareness and IT knowledge. However, much of this learning occurs on the job or through NGOs and business associations, with some workers needing to upskill independently. Despite employing well-qualified young people, businesses often find these individuals lack practical and theoretical knowledge.

The working environment in tourism can be demanding, particularly during peak seasons when hours are long, and workers often feel overworked. While most workers report feeling safe and adequately protected at work, a small number of guides face safety issues due to inadequate infrastructure and training. Many guides work as freelancers without social or health security benefits. Client interactions, though rewarding, can also present challenges.

Supporting Women in Tourism

Equality of opportunity remains a significant issue in tourism. There is limited data on the employment of persons with disabilities or individuals from vulnerable groups. Both workers and businesses report low barriers to entry for these groups, yet gender stratification persists, with men predominantly occupying guide roles and women more commonly found in tour agencies. Barriers preventing more women from becoming tour guides are often linked to broader support services such as transport and childcare availability, rather than employer-controlled factors.

A compelling example of supporting women in tourism is Dhurata Daupaj, who manages the guesthouse Sofra e Vjeter in the mountains of Tragjas near the ruins of the ancient village. Dhurata runs the business along with her husbandy, including her three daughters, and strives to create opportunities to convince her son and his family to return from Germany to Albania. Her efforts have gained recognition in prestigious publications such as the Financial Times, Arte TV, Wanderlust Magazine, and Discovery Channel.

Dhurata believes that women are essential to her business because they bring dedication, attention to detail, and a nurturing approach that enhances the guest experience. She has implemented ancient methods of livestock management and product processing, creating a unique and authentic experience for visitors. Dhurata has built several extraordinary huts using stone, wood, and straw, creating a beautiful glamping site that is highly appreciated by foreign visitors. Her commitment to supporting women in her business has resulted in a loyal and motivated workforce, contributing to the success and reputation of Sofra e Vjeter. Dhurata aims to grow her business and increase employment for other women. Through her devotion she inspired her daughters to not leave the country, but instead invest in their local community.

The tourism sector offers high employability and positive job expectations but struggles with equality of opportunity and outcomes. Addressing issues such as wage satisfaction, gender stratification, and the need for broader support services can help improve the working environment. By focusing on these areas, the tourism sector can continue to grow and positively impact both workers and the broader economy. The inspiring story of Dhurata Daupaj demonstrates that with dedication and innovative practices, significant progress can be made in enhancing job quality and opportunities within the sector.

If you are interested to learn more on decent work aspects in Albania’s tourism, agribusiness and ICT sectors, please check our publication: TOWARDS MORE AND BETTER JOBS IN ALBANIA