Soft Skills as a Strategic Asset in Modern Tourism Development (Case of Albania)

Irina Canco (), Forcim Kola () and Drita Kruja ()
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Irina Canco: European University of Tirana (UET)
Forcim Kola: European University of Tirana (UET)
Drita Kruja: European University of Tirana (UET)

A chapter in Synergizing Management, Culture, and Arts for Tourism Development - Vol. 2, 2026, pp 757-768 from Springer

Abstract: Abstract Tourism, as a cultural, economic, and social activity, thrives on the movement of people to diverse destinations, making the human dimension central to its development. In Albania, where both mountain and seaside tourism potentials are abundant, the sector’s growth underscores the critical role of workforce competencies, particularly soft skills, in enhancing service quality and competitiveness. This study explores the most demanded soft skills within Albania’s tourism. It investigates the current diffusion of these skills among employees in tourism enterprises such as hotels, guesthouses, restaurants, and travel agencies. Drawing on mixed-method research, including surveys and interviews with industry professionals, the findings reveal significant gaps between current workforce capabilities and future skill demands. The results emphasize the increasing importance of communication, teamwork, problem-solving, emotional intelligence, cultural sensitivity, and adaptability in fostering customer satisfaction and organizational resilience. The study highlights the strategic value of soft skills as a driver of sustainable tourism development in Albania and calls for targeted training programs to equip the workforce for future industry challenges.

Keywords: Soft skills; Tourism businesses; Workforce development; Albania (search for similar items in EconPapers)
JEL-codes: Z32 (search for similar items in EconPapers)
Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-032-17534-2_45

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DOI: 10.1007/978-3-032-17534-2_45

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