This study investigates the role of tourism as a driver of economic growth and a strategic facilitator of European Union (EU) accession, focusing on the Albanian context. As Albania advances on its path toward EU integration, tourism has become a dynamic sector with the potential to promote sustainable development, support international cooperation, and harmonize national practices with European standards. The research follows a qualitative methodology, drawing exclusively on in-depth, semistructured interviews conducted with ten tourism sector stakeholders. A purposive sampling method was used to capture diverse viewpoints and relevant expertise. Data were examined through thematic analysis, employing Braun and Clarke’s six-phase framework. Key themes include tourism’s impact on economic growth, employment generation, infrastructure expansion, cultural heritage preservation, environmental responsibility, foreign investment attraction, regional development, and modernization of public services. Notably, the results underscore tourism’s role in improving Albania’s international image and supporting its compliance with EU governance, environmental, and socio-economic benchmarks. Stakeholders consistently recognized tourism’s integrative role not only as an economic asset but also as a form of soft power that enhances international relations and institutional legitimacy. The study concludes that tourism should be embedded strategically within Albania’s development and EU accession strategies. Policy suggestions include crafting a national tourism-EU integration plan, investing in sustainable infrastructure, launching capacity-building initiatives, and increasing access to EU financial instruments. These findings offer valuable insights for policymakers, practitioners, and researchers, highlighting tourism’s multifaceted role in advancing national development, economic reform, and alignment with European integration standards through stakeholder perspectives.
RAPO et al. (Sat,) studied this question.