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In Kosovo, a once-overlooked tourism sector is now gaining momentum as a driver of economic opportunity, thanks to over a decade of sustained collaboration. The “Promoting Private Sector Employment” (PPSE) project, implemented by Swisscontact in partnership with the Riinvest Institute and supported by the Swiss Agency for Development and Cooperation, has demonstrated what long-term partnerships can achieve in building inclusive, sustainable, and market-oriented tourism systems.
Held on June 19 in Pristina, the Conference for Tourism Development gathered local businesses, public institutions, and development experts to reflect on the role and results of PPSE. The central focus: how sustainable tourism can become a transformative force for Kosovo’s local communities and economy.
PPSE’s impact is deeply rooted in its ability to convene diverse actors - from municipal tourism offices and ministries, to local guides and rural entrepreneurs - and align them toward shared goals. This co-creation approach ensured ownership, adaptability, and long-term change.
The project helped spark the emergence of new tourism products, especially in underserved mountain regions. It supported standards, certifications, and services that raised Kosovo’s profile as a credible destination.
As presented by Teuta Hoxha Jahaj from PPSE, Kosovo has seen a significant jump in both tourists and tourism income. Between 2017 and 2023, revenues in the hospitality and gastronomy sector rose by 300%, a milestone reflecting not only visitor interest but also the growing capacity of local actors to meet demand.
The tourism sector’s value chain also expanded, with more operators, guides, and service providers entering the field. Lulzim Krasniqi of PPSE highlighted another key enabler: improved air access. In 2024 alone, Pristina Airport recorded over 4 million travelers, offering more chances for Kosovo to welcome visitors from across Europe and beyond.
The project’s most profound impact lies in how it integrated tourism with community development. By supporting women, youth, and rural entrepreneurs, PPSE helped shift tourism from an elite service to a livelihood source for those often excluded.
What started as a fragmented sector is now a more coordinated ecosystem, increasingly driven by local institutions and businesses.
As Kosovo moves forward with a national tourism strategy, the legacy of PPSE sets a compelling foundation. It shows how long-term, system-oriented collaboration can turn tourism into a force for equity, sustainability, and shared prosperity.
