Based on Safety and Security pillar, Albania is positioned 70th among 141 countries after Macedonia in 45th place, Montenegro 47th place and Serbia 59th place. With current global political and economic situation, developed countries encounter high level of risk thus being positioned UK 62nd, France 63rd and US 73rd among the range of stated countries.
National Security is directly related to law enforced and economic stakeholder’s response. Respectively to tourism, government response in such case is to reduce prices of products and services to increase incentives for tourism demand. Most common tool is devaluating domestic currency, making it cheaper for tourists to visit certain destinations. Unless subsidized by the government, currency devaluation implies devaluation of one’s place reputation and causes decreasing incentives of employment rate.
According to World Economic Forum, in a range from 1-7 (1 = to a great extent, 7 = not at all) Albania holds an average mean 4.3 for the extent that crime and violence imply cost for local business. Based on the “Reliability of Police Service” sub index, Albania is positioned 96th compared with Macedonia 53rd, Croatia 55th and leaving behind countries such as Turkey and Bulgaria. According to “Business Cost of Terrorism” sub index, situation lies much better, positioning Albania below majority of most touristic Balkan Countries. This presents a great potential to capitalize on National Safety and Security rate of Albania, to attract more tourists compared to other touristic destinations currently in threat in terms of safety and security.