• In partnership with the German Development Agency (GIZ), project supports 90 agricultural households and introduces sustainable farming practices on agricultural land across Albania, North Macedonia and Montenegro

• Over twenty new tourism experiences and as many cross-sector partnerships will engage at least 1,000 visitors and create new income opportunities for rural communities

To address these challenges, the TUI Care Foundation, in collaboration with the German Development Agency (GIZ), is launching TUI Field to Fork Western Balkans, to strengthen rural livelihoods, promote regenerative farming practices and create more attractive tourism offers for visitors across the three countries. By connecting agriculture with experiential tourism, the project will support communities to build more resilient and diversified local economies.

Over the 27-month project period, 120 participants from 90 agricultural households will receive training in sustainable and regenerative farming, including soil health management, crop diversity and water conservation. Farmers will take part in practical demonstrations, field visits and knowledge-sharing activities designed to improve productivity whilst increasing resilience to climate-related challenges. The project supports the adoption of sustainable agricultural practices, with a special focus on regenerative agriculture.

Alongside agricultural capacity building, the project will support rural households and tourism stakeholders in developing new visitor experiences based on local food traditions, farming activities and cultural heritage. Through specialised training and coaching, participants will create over 20 new rural tourism products and services, including farm visits, culinary experiences and other authentic tourism offers. These experiences will be promoted through targeted marketing activities and digital channels, with the goal of attracting at least 1,000 domestic and international visitors during the project period.

Through workshops, networking events and collaboration activities, farmers, food producers, tourism businesses and local stakeholders will identify new business opportunities and develop at least 20 partnerships linking agriculture and tourism. These partnerships will support the integration of local products and experiences into tourism offers, creating stronger local value chains and encouraging more visitors to engage with rural communities. The project will work with national and regional organisations across the three countries to support implementation and maximise long-term impact.

By supporting rural communities to develop new sources of income, adopt more sustainable practices and benefit from growing tourism demand, the initiative demonstrates how tourism can contribute to long-term environmental, social and economic sustainability.

The project is co-financed by the TUI Care Foundation and the Federal Ministry for Economic Cooperation and Development (BMZ) and implemented by the German Development Agency (GIZ). The initiative is a part of the global TUI Field to Fork programme, which enables sustainable food production by establishing links with the tourism sector to create better income opportunities in rural communities in destinations like Portugal, Cape Verde, Colombia, Italy and Tanzania.