The role of online platforms in shaping tourism and labour dynamics in northern Albania

The digital transformation of tourism is reshaping labour markets and regional economies. Northern Albania, rich in natural and cultural resources but limited by infrastructure and workforce challenges, has adopted online platforms such as Booking.com, TripAdvisor and Airbnb, opening up new opportunities for employment, entrepreneurship and income diversification while also creating pressures linked to seasonality, informality and unequal digital skills. Based on secondary data, literature and sectoral reports, this article examines the role of digital tourism in driving labour market changes and economic development. Results suggest that digitalisation lowers entry barriers for small businesses, enhances competitiveness and supports micro-entrepreneurship, particularly among young people and women. Yet, persistent skills gaps, weak infrastructure and a reliance on unstable demand risk reinforcing insecurity and exclusion. The study concludes that, while digital tourism offers strong potential for inclusive and sustainable growth, its benefits depend on targeted policies in digital training, the formalisation of work and regional development.