Vilma Meta and Silvana Malluta, the founders of Balkan Pearls Tour Operator, discuss their experiences, the challenges they faced and what they have learned during their entrepreneurial process and how they managed to believe in their country, establish long-term relations and stay true to their values and beliefs and thus became successful in establishing a reputable tour operator company.
People often ask us why we started Balkan Pearls Tour Operator. Many expect us to say we recognised a business opportunity or predicted that Albania would become a sought-after travel destination. The truth is much simpler. Before launching the company in 2017, we had already spent years working in Albania’s tourism industry. Every week, we welcomed visitors from around the world and listened to their experiences. Time after time, we heard the same reaction: “We had no idea Albania was this beautiful.”
Those conversations changed our perspective. We realised Albania didn’t need to reinvent itself; it simply needed more people to experience the country beyond the headlines and stereotypes. Its landscapes, culture, history and hospitality were already remarkable. What was missing was stronger representation and trusted local partners who could introduce the destination with confidence and professionalism. That belief inspired us to create Balkan Pearls Tour Operator.
Building Trust Before Chasing Growth
From the moment we started our company, we asked ourselves an important question, which faces every entrepreneur – how do we differentiate? We considered competing by reducing the price, but soon found that there will always be someone ready to offer a cheaper package deal. Thus, we decided to compete with one much more valuable asset: trust.
Each of our itineraries, each of our partner hotels, each of our travelers were not only a reflection of us but also a reflection of our partners who trusted us with their customers. We firmly believed that the combination of quality and fulfilling our obligations will help us grow organically. Today, we understand that this choice affected our company in ways that no marketing campaigns have done. Many of our partners from those early years still work with us.
The Challenge That Changed Our Leadership
As many other companies operating in the tourism sector, our most severe trial occurred in 2020 due to the worldwide pandemic that stopped all international travels immediately. Our bookings dried up overnight, but this period gave us something more important to remember as far as business goes.
We chose to concentrate not on our losses but on the customers who had believed in us for a long time. We maintained constant communication with our partners and helped each other make hard decisions. As co-founders, we realized how leadership does not lie in knowing everything.It’s about staying calm, being honest and continuing to show up, even when the future is uncertain.
When travel gradually returned, many of our long-standing partners returned with it. They didn’t choose us because we were the biggest company or the cheapest option. They returned to us because they understood how we operate and they believed we would deliver. This has only served to reinforce one of the many lessons that we carry with us till date: that while businesses may be created through good ideas, they thrive because of good relationships. As we look back at our past experiences, we no longer view the pandemic as the period that held us back. It has only served to strengthen us.
Looking Ahead: Building a Business That Lasts
When it comes to the future, our mission is no different. It is important to us to promote Albania and the Western Balkans in an honest, responsible and rewarding way for everyone involved. The tourism sector is ever-changing, and the demands of travelers today are much greater. They want meaningful experiences, local connections and journeys that leave a positive impact on the communities they visit.
Today, Balkan Pearls Tour Operator works with trusted travel partners across Europe, Asia, North America and around the world. At the same time, we continue investing in stronger local partnerships because exceptional travel experiences are only possible when hotels, guides, transport providers and destination experts work together with the same commitment to quality.
Sustainability has also become an important part of our journey. Achieving Travelife Partner status and becoming a member of the Adventure Travel Trade Association (ATTA) were significant milestones, but we see them as responsibilities rather than achievements. They push us to do better, help us to contribute to the communities that we work in, and encourage sustainable tourism at the destination of the tourists.
What Entrepreneurship Has Taught Us
If there is one piece of advice we would share with anyone starting a business, it is this: don’t focus only on growing quickly. Focus on earning trust.
Markets change. Technology changes. Competition grows. The companies that succeed are typically those who establish real relationships, are constantly learning and staying true to themselves, even if the process goes slower than expected.
We have realized that being an entrepreneur always includes a number of challenges – there will be times when plans fail, something happens, or a decision needs to be taken. You can either get discouraged by this, or become a better leader. Thinking about the past, I understand that some of the best lessons that we have learned came from situations that we would never have chosen to experience.
And lastly, don’t undervalue the importance of listening. Our best suggestions have come from discussions with travelers, partners, and colleagues who have given us constructive feedback.
Our Journey Continues
Our vision when starting Balkan Pearls Tour Operator was not only in organizing holiday trips but also in showing people the Albania we love in a way that will help us run a business on the foundations of trust, professionalism and lasting relations.
Years later, that purpose continues to guide every decision we make. Seeing travellers return, partners recommend us and visitors leave with a new appreciation for Albania reminds us why we started this journey in the first place.
Success, in our experience, isn’t measured by how many tours you sell. These things are measured by the amount of trust you have earned, the relations you have built and the good memories people will keep in their minds even after returning home.
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