Azeta Tartaraj – Faculty of Business, University Aleksander Moisiu, Durres, Albania

Brunela Trebicka – Faculty of Business, University Aleksander Moisiu, Durres, Albania

Keywords:                     Marketing;
Tirana City;
Economic development;
Tourism promotion


Abstract: This study examines the role of territorial marketing in enhanc­ing economic growth and tourism in Tirana City, Albania. Employing a mixed-methods approach, including stakeholder interviews and tourism data analysis, the research highlights the significant impact of effective marketing strategies tailored to Tirana’s unique attractions. These strategies not only at­tract tourists but also stimulate local economic activities. The study under­scores the importance of public-private partnerships and digital marketing in boosting territorial marketing efforts. However, its focus on Tirana limits the findings’ applicability to other areas, and the reliance on existing tourism sta­tistics may not fully reflect all marketing activities. Future research could delve into the long-term impacts of marketing initiatives and tourist preferences. Ultimately, strategic marketing of Tirana’s territory could make it a more ap­pealing destination, offering valuable insights for policymakers and tourism professionals aiming for sustainable development and tourism growth.

9th International Scientific ERAZ Conference – ERAZ 2023 – Conference Proceedings: KNOWLEDGE BASED SUSTAINABLE DEVELOPMENT, hybrid – online, virtually and in person, Prague, Czech Republic, June 1, 2023

ERAZ Conference Proceedings published by: Association of Economists and Managers of the Balkans – Belgrade, Serbia

ERAZ conference partners: Faculty of Logistics, University of Maribor, Maribor (Slovenia); University of National and World Economy – UNWE, Sofia (Bulgaria); Center for Political Research and Documentation (KEPET), Research Laboratory of the Department of Political Science of University of Crete (Greece); Institute of Public Finance – Zagreb (Croatia); Faculty of Tourism and Hospitality Ohrid, University of St. Kliment Ohridski from Bitola (North Macedonia)

ERAZ Conference 2023 Conference Proceedings: ISBN 978-86-80194-72-1, ISSN 2683-5568, DOI:

Creative Commons Non Commercial CC BY-NC: This article is distributed under the terms of the Creative Commons Attribution-Non-Commercial 4.0 License ( which permits non-commercial use, reproduction and distribution of the work without further permission. 

Suggested citation

Tartaraj, A. & Trebicka, B. (2023). Marketing of the Territory of Tirana City, Albania: Strategies for Economic Development and Tourism Promotion. In V. Bevanda (Ed.), ERAZ Conference – Knowlegde Based Sustainable Development: Vol 9. Conference Proceedings (pp. 583-588). Association of Economists and Managers of the Balkans.


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