Oltjan Hamza, PhD Candidate at the Faculty of Business and Economics at South East European University, and Vice General Administrator at Western Balkans University, delivered a guest lecture at Public International Business College Mitrovica on the topic:

“Digital Transformation as a Catalyst for Sustainable Tourism: The Case of Albania”

The lecture provided students and academic staff with valuable insights into the rapid transformation of Albania’s tourism sector through digital innovation, sustainability-oriented policies, and smart tourism initiatives.

Throughout the presentation, Mr. Hamza highlighted Albania’s growing role as a regional tourism destination and discussed how digitalization is supporting sustainable economic growth, environmental protection, and tourism competitiveness.

The lecture explored several key topics, including:

• Albania’s strategic tourism clusters and regional tourism development;
• The role of digital platforms, online booking systems, and social media in tourism growth;
• Ecotourism and community impact as drivers of inclusive economic development;
• Environmental sustainability initiatives and protected areas in Albania;
• The digital readiness of Albania’s accommodation sector;
• The roadmap toward a cashless tourism economy and digital payments infrastructure;
• Cooperation with international institutions and partners supporting tourism and innovation.

Students had the opportunity to engage in discussions on how technology, digital transformation, and sustainability can work together to create more resilient tourism ecosystems in the Western Balkans.

During the same period, Mr. Hamza also completed his academic mobility activities at IBCM, contributing to the strengthening of international cooperation and academic exchange between institutions.

IBCM continues to promote international academic collaboration and knowledge-sharing opportunities that connect students with contemporary regional and global developments.