Sustainable tourism development in Albania in times of liquid modernity

This paper explores the concept of liquid modernity in relation to current global trends in tourism and to sustainable tourism development in Albania. The link between liquid modernity, sustainability and tourism development is far from obvious in Albania as a case in the South Western Balkan context: the concepts of liquid tourism is novel, ideas about and practices of sustainable (responsible) tourism are still undeveloped in the region. And sustainable development itself is a debated concept. We first review current trends in tourism through the concept of liquid modernity and its application to tourism. Then attention turns to sustainable tourism; the concept is briefly discussed and it is argued that in the current stage of tourism development, a detailed discourse of sustainable tourism could better evolve in practice rather than theory. In the third section, the case of Albania is discussed in more detail. It will be concluded that despite still unfavourable conditions, there are arguments in favour and opportunities for sustainable tourism in current liquid times – also in Albania. More awareness of current tourism development and a ‘small, specialised and sustainable’ approach should be a more prominent guideline for tourism development in Albania.