In several villages across Albania, old family homes have been transformed into guesthouses. Courtyards that once stood empty now welcome visitors. Young people who until recently were thinking only about leaving are choosing instead to invest in their hometowns.
Some have restored their grandparents’ homes. Others have opened wineries, farms, or small hotels, serving fresh organic products directly from their gardens. In just a few years, agritourism has become an important driver of local economic development, creating jobs, preserving traditions, and giving people one more reason to stay, work, and build their future in the places where their roots are.
Today, a journey often begins long before we get into the car. It starts on our phone screens. That is where we search for destinations, read reviews, look at photos, and decide where to go.
This is the idea behind “Destinations Worth Discovering,” an initiative by One Albania and Business Magazine Albania aimed at supporting and promoting agritourism businesses that are creating value for Albania.
Many Albanian agritourism businesses have inspiring stories, high-quality products, and authentic hospitality, yet they often lack the tools and resources needed to promote their businesses effectively. Launched this Monday, the initiative aims to help these destinations connect with visitors, new opportunities, and a much broader market.
“With the abundance of recommendations and alternatives available online, visibility is often what makes the difference between one destination and another. This is why we created the ‘Destinations Worth Discovering’ platform. At One Albania, we believe that with the right technological tools and quality promotion, we can support agritourism businesses that are creating value for their communities while also contributing to a new model of tourism in Albania,” said Jonilda Filipi, Director of Corporate Affairs at One Albania.
One Albania is supporting the initiative through its nationwide communications infrastructure, which includes fiber-optic connectivity, 4G and 5G mobile networks, as well as dedicated solutions tailored to the specific needs of agritourism businesses.
“Promoting entrepreneurship has always been part of our mission. We believe that successful business models do not benefit businesses alone; they also create value for the economy and society as a whole. That is why we are pleased to support ‘Destinations Worth Discovering’ together with One Albania and highlight the businesses that are making a positive impact in their communities,” said Gert Boshnjaku, Founder and CEO of New Media Digital.
“Destinations Worth Discovering” will run from July through December 2026. During this period, anyone can nominate an agritourism business they believe deserves to be part of the initiative by completing a simple online form.
An independent jury will evaluate the nominations, taking into consideration not only the quality of the services offered, but also the impact these businesses have on their local communities, their contribution to preserving traditions, their respect for the environment, and their potential for further development.
The selected businesses will receive practical support to strengthen their digital presence, including technological solutions from One Albania such as dedicated internet connectivity, Wi-Fi, website hosting, and smart solutions.
They will also benefit from promotional support, increased visibility at a national level, as well as editorial and social media promotion in collaboration with Business Magazine Albania.
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