This study investigates the influence of digital marketing on travel decision-making among
Albanian youth, focusing on individuals aged 18–24—a demographic characterized by high
levels of digital engagement. In the context of Albania’s growing tourism sector, the
research aims to understand how platforms such as Instagram, TikTok, and Google shape
destination perception and choice. Primary data were collected through a structured online
survey, yielding 77 valid responses. The findings reveal that visual and interactive digital
content significantly impacts travel behavior, with 62.4% of participants reporting they
have considered a destination after encountering digital advertisements. Influencers,
user-generated content, and consistent exposure to online promotions emerged as key
drivers of engagement and decision-making. Trust in digital marketing was found to be
moderate to high, particularly when content was perceived as authentic and transparent.
Notably, domestic tourism promotion proved especially effective, with 76.6% of
respondents influenced to travel within Albania. Preferences leaned heavily toward beach
and relaxation trips, followed by nature-based and budget-friendly options. These insights
underscore the strategic importance of tailoring digital tourism campaigns to the
expectations and behaviors of digitally native youth. The study contributes to the broader
discourse on youth travel in the digital age and offers practical implications for tourism
marketers and policymakers aiming to position Albania as a competitive and youth-friendly
destination.
Keywords: Digital marketing, tourism, Albania, youth, social media, travel behavior