Enver Mehmeti, CEO and Founder of VAS GROUP, is a leading light of Albania’s tourism sector. His efforts have significantly contributed to making the country an attractive destination for foreigners, and his influence on the development of modern Albanian tourism is unmistakable. Under his leadership, VAS Group has grown into a multi-brand enterprise that includes tour operations and hospitality services.
“My goal is to leave behind more than a company,” Enver says. “I want to leave behind a vision that continues to grow, a culture that inspires, on the world tourism map.”
Founding of VAS GROUP
In the early 1990s, Albania was emerging from decades of isolation. Private businesses were almost nonexistent, and until 1992, starting a private service company was nearly impossible in the country. “In this new reality, the mission to create a company that would bring a new spirit to the market was born,” Enver recalls.
He founded VAS Group in 1994. At the time, there were no advisors, no tourism specialists, and no specialized educational programs. Enver remembers that Albanians traveled with great difficulty due to visa restrictions, and foreign visitors were not aware of Albania.
“Still, our mission was clear: to build a modern service company that offered citizens a completely new way to travel,” he says.
VAS Group’s initial years were shaped by pragmatism, hard work, and continuous investment in quality. Enver says that they opened a modest office, but it was built with new standards for the time. They also hired a team of well-educated, ambitious young people who were ready to learn and grow. “From day one, cooperation, professionalism, and customer service became the foundation of the company,” Enver says. “Self-evaluation and self-correction became part of our work culture.”
They first improved services for sea and air travel and then began developing the country’s first outbound travel packages. Step by step, they formed partnerships in Turkey, Hungary, France, Italy, and other countries.
Enver considers 1996 a milestone year for their group. That year, they received their first request to host a foreign group. These 14 visitors from Bolzano, Italy, wanted to visit the country after hearing stories from Albanian emigrants.
“We traveled seven days across Albania, followed by seven peaceful days on the pristine beaches of that era,” Enver says. “That experience left a lasting mark and signaled the beginning of a new chapter.”
After the success with the first group of foreign visitors, the company created dedicated departments for ticketing and outbound travel and soon launched its first inbound tourism programs to welcome foreign visitors to Albania. According to Enver, in just three years, they succeeded in opening six operational offices in different cities across the country. “Everything built during this period became the cornerstone of the success we continue to develop today, in 2025,” he says.
Enver also points out that his partner, Lami Cunaku, has been an integral part of their visionary journey He has been aligned with the values and vision of VAS Group for over 15 years.Vienna-based Lami represents a key contributor to the Group’s success and sustainable growth. “His calm demeanor, professional maturity, and sound judgment make him a highly valuable and respected asset to VAS Group,” Enver says.
VAS GROUP continues to honor the deep Albanian roots of hospitality, while operating like a modern European company that seeks excellence, innovation, and long-term impact.
Growth and Expansion Over the Years
Enver and his team have shaped VAS Group’s journey with vision, courage, and a belief that Albania and the Balkans can become a leading tourism destination.
Several key milestones have fueled the group’s growth and expansion, including the establishment of Albania’s first true tour operator in 2000. Enver says that this marked the beginning of a new era for organized tourism in his country.
“With a clear vision for regional expansion,” he adds, “we quickly established branch offices in Kosovo, North Macedonia, and Bosnia, laying the foundations for what would become VAS GROUP Balkan.” Today, it is recognized for its integrated tourism products and multi-destination programs that connect Albania with the entire region.
In 2002, VAS GROUP founded its own travel media brand, PREMIUM TRAVEL. Its mission was to distribute travel services worldwide through digital broadcasting and modern communication platforms. PREMIUM TRAVEL became one of the first Albanian efforts to promote tourism digitally on an international scale.
Then, 12 years later, in 2014, VAS GROUP opened its Destination Management Company (DMC) office in Vienna, Austria. Enver explains that this strategic move allowed them to serve the Central European market, in alignment with their long-term vision of positioning VAS GROUP as a regional leader. “The Vienna office became a crucial link between Albania and major European markets,” he adds.
In 2016, VAS GROUP opened PREMIUM BEACH HOTEL, a landmark property with 200 rooms, located on the coastline of Durrës, Albania. “This investment marked a significant turning point in our company’s growth, establishing VAS GROUP among the key players in Albania’s hotel and resort sector,” says Enver.
The other much talked about milestone is VAS DMC opening its office in Dubai, UAE, in 2019. With this expansion, the group aimed to offer partners a one-stop-shop solution, enabling transoceanic companies to connect with all of Europe and the Middle East through a single trusted partner, which is VAS DMC. Enver says that the Dubai office strengthened its global network and connected VAS GROUP with strategic markets in Asia and the Gulf region.
And in 2021, VAS GROUP opened its second major hospitality project: SUNRISE BEACH HOTEL, also located in Durrës. This addition further solidified the group’s position in the national tourism infrastructure, offering premium seaside experiences for international and domestic visitors.
From scratch, Enver has built VAS Group into an organization that now employs more than 500 dedicated people who share the same values of excellence, hospitality, and innovation. “Our group continues to expand, driven by the mission to elevate Albania and the Balkans as trusted, high-quality, and sustainable tourism destinations,” he says.
Dealing With Challenges
After the 2000s, Albanians started to travel more and plan their vacations in new ways. At the same time, Albania began to emerge as a major tourist destination in Europe.
“The country began to attract growing international interest from companies willing to explore a new destination,” Enver says. “Football matches, cultural events, and the gradual opening of the country’s economy created new opportunities and expectations.”
He encountered challenges as well. Enver says that when they first started VAS GROUP, they faced many difficulties, including the lack of proper infrastructure, limited professional standards, and outdated perceptions of what Albania could offer. And “building trust” turned out to be their first major challenge. As they were not an established or well-known entity, it was a challenge to convince international and local partners to trust them.
“We also had to prove that Albania could provide experiences equal in quality to any Mediterranean destination,” Enver says. “That required determination, patience, and continuous investment.”
The other challenge he faced was finding the right people. He explains that hospitality is part of Albania’s culture, but modern tourism requires structure, discipline, and service excellence. That is why they invested heavily in developing a professional workforce. VAS GROUP built a strong training culture and capacity-building programs to create teams that combine Albanian warmth with international professionalism.
Enver says that they could tackle every challenge effectively because of their long-term vision and an unwavering belief in their mission. “We have never viewed obstacles as setbacks but as opportunities to learn, adapt, and improve,” he adds. So, for example, when the market wasn’t ready, they prepared; when standards were missing, they built them; and when trust had to be earned, they nurtured genuine relationships with clients and partners, many of whom remain part of their story even today.
“Throughout our journey, one thing has remained constant: our authenticity,” Enver says. “We never tried to copy foreign models; instead, we adapted global best practices to reflect the Albanian spirit, which is proud, welcoming, and forward-looking.”
The Leadership Style
Enver is a leader par excellence. He leads with transparency, integrity, trust, and respect. His leadership style has been shaped by experience and time. He says that it was built on the ground, side by side with his team.
“From the very beginning, I have believed that a company is not built by one person, but by a team united around a shared vision,” he points out. That is why as a leader, he has always followed a collaborative and human-centered approach.
Enver prefers to stay close to the operations, as it allows him to understand every detail, listen to people, and support and motivate them. “In tourism, where every detail matters and every guest’s experience reflects our collective effort, it is essential that every team member feels valued, empowered, and responsible,” he says.
Initially, his leadership was very hands-on and operational. He was directly involved in every decision and detail because they were building the foundation: the team, the structure, the identity. As VAS GROUP grew, Enver assumed greater responsibilities and oversaw larger projects and new divisions. His leadership also naturally evolved into one based on delegation. “I learned that leadership is not about controlling everything,” he says. “It’s about creating an environment where others can lead, grow, and succeed.”
Today, Enver’s focus is more on strategic vision, company culture, and inspiration. He dedicates his energy to helping people see the bigger picture, believe in their mission, and take ownership of their role in achieving it.
“Leadership, for me, is the art of helping people believe in something bigger than themselves,” Enver says
What Is Next?
Enver notes that the future of VAS Group is “strongly connected” to the belief that Albania and the Balkans are among the most promising destinations in the Mediterranean.
After building a solid foundation, their focus for 2025 and beyond has shifted to sustainable growth, innovation, and international expansion. Enver says that their priorities are clear and strategic. First, they intend to expand their hospitality portfolio with new high-standard resorts. They aim to open new hotels and resorts in key destinations across Albania and the region. Enver says that their goal is to introduce modern, high-quality accommodation that reflects their values.
They also plan to strengthen their presence in international markets. According to Enver, the plan is to deepen their activities in major global travel markets by expanding their partnerships with international tour operators, participating in leading tourism fairs, strengthening their DMC offices in the Balkans, Europe, and the Middle East, and enhancing their multi-destination Balkan product.
“Our ambition is for VAS Group to become one of the main gateways to Albania and the Balkans / Europe / Middle East for travelers worldwide,” he says.
Additionally, Enver wants to accelerate digital transformation across all business units. He says that technology will play a central role in their future. They aim to improve automation, deepen API connectivity beyond the 50+ global partners they already work with, implement AI-driven tools for personalized guest experiences, and integrate advanced systems across hotels, DMC operations, and tour packages.
“Our vision is to become the most digitally connected tourism company in the region,” Enver says.
The other two future plans he talks about are investing in green construction standards and investing in people and leadership development, which they intend to do through strengthening training programs, developing future leaders within the organization, and fostering a culture of excellence, innovation, and accountability. Enver underscores that a strong team means a strong future.
“Our overarching goal for 2025 and the years ahead is to position VAS Group as a leading regional tourism brand, serving as a bridge between Albania, the Balkans, and the world,” he informs.
Greatest Influence: Family
For Enver, his family is his greatest influence in both business and life. They are his strongest supporters and the foundation behind every step he has taken.
“I am blessed with a beautiful family. My caring wife, Ela, stands beside me in every success and every vision I pursue,” he says. “She supports me not only in our daily operations, but also in the infrastructure and development of our projects.” Enver’s two children, Ergys and Ana, have also become an integral part of their activity. He says that his children have naturally embraced the spirit of their company and contribute meaningfully to its development.
And, according to him, because VAS GROUP was founded on the principles of a family-driven enterprise, it has always been stable, clear in its mission, and dynamic in its growth.
“My family taught me that success is not just what you build, but who you build it with,” Enver says.
The Legacy!
Enver hopes to leave a legacy of values, opportunities, and lasting impact that VAS Group creates for people, the tourism industry, and Albania and Europe. “More than anything, I want to be remembered as someone who believed in Albania at a time when few saw its potential,” he says.
He wants people to remember him as someone who worked with passion and integrity to show the world that his country can offer quality, beauty, and genuine hospitality at the highest international standards.
“I also hope VAS Group stands as a symbol of professionalism, vision, innovation, and respect for culture and the environment,” Enver says. Additionally, he wants it to continue creating employment, training, growth, and leadership opportunities for hundreds of young people who wish to build their careers in tourism.
“If VAS Group can continue to be a place where talent grows, and dreams become reality, then our mission will live on,” Enver says.
