Sustainable Tourism Management in Albania Integrating ESG practices in hotels and travel agencies through artificial intelligence

Abstract

This study analyzes the transformation of the tourism sector in Albania through the integration of Environmental, Social, and Governance (ESG) practices, emphasizing the catalytic role of Artificial Intelligence (AI). As a rapidly growing tourist destination, Albania faces the imperative of balancing economic development with long-term sustainability. The findings of this study indicate that AI offers innovative solutions for energy optimization, food waste reduction, water resource management, personalization of the guest experience, enhanced communication, and overcoming language barriers, thereby fundamentally strengthening ESG pillars.

However, the adoption of these technologies in Albanian hotels and travel agencies remains uneven, influenced by barriers such as high initial costs, integration complexity, lack of technical expertise, and resistance to change in the workplace. This study provides a technological blueprint and strategic recommendations for implementing AI policies that promote more responsible, innovative, and competitive tourism in Albania, contributing to the literature on sustainable tourism in developing economies.

Keywords: Management, Sustainable Tourism, ESG, Artificial Intelligence, Hospitality, Technology Adoption.

DOI: 10.7176/EJBM/18-6-06

Publication date: June 30^th 2026