Zana Cela
General Director
Albanian National Tourism Agency
Ms. Zana Çela leads the National Tourism Agency (NTA) of Albania since March 2023. Under her leadership, the Agency has embraced a new promotional approach, placing digital technology at the core of Albania’s global tourism marketing strategy.
One of her key contributions is the development and launch of TEA, a pioneering digital application created by the NTA. TEA serves as a real-time personal assistant for visitors, offering updated information on cultural, artistic, and sports events, as well as practical services. Through TEA, digital promotion and traditional marketing now operate hand-in-hand, reflecting a modern, integrated communication model for Albania’s tourism identity.
Ms. Çela brings over 30 years of experience in the management of arts, media, and cultural tourism, gained through leading major public institutions in these sectors.
Her main achievements include:
• Transforming cultural and media institutions through structural reforms;
• Building strategic partnerships with public and private entities;
• Establishing long-term international collaborations;
• Representing Albania in high-level international events, evaluation panels, and global tourism platforms.
Leadership Roles: Throughout her career, she has held senior management positions, including:
• Director of the Theatre of Opera and Ballet of Albania;
• Vice Director of National Television (RTSH);
• Team Leader for EU IPA projects focused on cultural heritage;
• Civil society activist and promoter of cultural development.
Ms. Çela is the author and producer of dozens of national and international artistic productions of the highest standards. Her work has elevated the visibility of Albanian culture .
Current Role and Vision: With her extensive managerial experience and long-standing engagement in culture and the arts, Ms. Çela has rapidly become a key figure in cultural and tourism development in Albania. As General Director of the National Tourism Agency, she continues to champion innovation, digital transformation, and global partnerships to strengthen Albania’s position as one of Europe’s most dynamic and fast-growing tourism destinations.
