CULTURAL HERITAGE AND EXPERIENTIAL TOURISM: OPPORTUNITIES AND CHALLENGES IN GREECE-ALBANIA CROSS-BORDER AREA (BERAT, GJIROKASTRA AND IOANNINA)

The study aims to analyze the cross-border tourism potential, identify the challenges and opportunities for its development and the impact it has on the social and economic development of the local community. Based on the current situation, the study also proposes concrete strategic measures that need to be undertaken to position it in the competitive regional market. A mixed methods approach was used to conduct the study, including: a review of the literature and similar cases of crossborder experiential tourism development at the international level, qualitative and quantitative interviews with the local community, actors operating in the tourism sector, and institutional stakeholders. The use of analytical tools, such as GIS analysis, helped in interpreting the data, in function of the development of experiential tourism. The Albania-Greece cross-border region presents a high potential for the development of experiential tourism. The results of the surveys and study analyses show a high interest of local communities and a positive impact on the local economy, the preservation of cultural heritage and the development of ecotourism as a form of sustainable tourism. The main challenges are related to the lack of institutional support between the two countries, the road infrastructure and the fragmented marketing strategies for promoting the region. The region is promising for the development of experiential tourism as a long-term sustainable tourism activity that generates employment, protects heritage and improves the life of the local community. Community involvement, infrastructure investments and the integration of technological innovation in the service of tourists are important factors for the transformation into a competitive destination. However, there are limitations to the long-term sustainable development of the sector and methodological limitations that should be addressed by research for future studies in this field. The findings emphasize the need for cross-border cooperation frameworks that ensure continuity and coordination in tourism planning. Capacity-building programs for local tourism actors are essential to enhance service quality and innovation. Additionally, environmental protection must be prioritized to maintain the ecological balance of the region. Finally, the study highlights the importance of joint branding initiatives to position the region as a unified tourism destination.