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Kanye West concert, Blendi Gonxhja: Tirana can earn millions and enter the world events map

2026-07-10 11:42:35Aktualitet SHKRUAR NGA REDAKSIA VOX

Kanye West concert, Blendi Gonxhja: Tirana can earn millions and enter the world

The Minister of Tourism, Culture and Sports, Blendi Gonxhja, has reacted amid the debate over the Kanye West (Ye) concert, arguing that organizing events of this magnitude should not be seen as an expense, but as an investment with a direct impact on the economy, tourism and the international image of the country.

Bringing to mind examples from Los Angeles, Istanbul and Madrid, Gonxha emphasizes that the economic benefits of a concert go far beyond ticket sales, while adding that the success of the July 11 concert in Tirana could turn the capital into an important destination for international events.

He has also rejected claims about the cost of the temporary stadium and warned that canceling the event would bring economic losses and long-term consequences for Albania's image.

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In the modern event economy, the success of a concert is not measured solely by ticket revenue, but by the impact it creates on the entire economy of the host city/country.

Recent examples clearly demonstrate this transformative impact and trend:

Los Angeles – Ye’s two concerts at SoFi Stadium generated about $33 million in direct ticket revenue, ranking among the highest-grossing events ever held. The benefits to the city went far beyond the stadium, to about $90 million by activating the hotel, transportation, restaurants and local economy.
Istanbul – Ye’s concert at Atatürk Olympic Stadium gathered 118,000 spectators, a record attendance that generated about 24 million euros in event revenue, with an economic impact estimated at up to 100 million euros, thanks to the influx of tourists, overnight stays, consumption in local businesses and services related to the event. (The case of Turkey is worth noting that although the event resulted in a profit, it was financed with public funds of 4.5 million euros, as a support policy)

Madrid – For Ye's only concert in Spain, an economic impact of up to 49 million euros, over 3,000 temporary jobs, around 68,000 spectators is expected, with more than 60% expected to be international visitors. Here too, the main weight of the economic impact comes not only from tickets, but from tourism, hospitality, rentals, gastronomy, transport and trade.

Tirana is entering this map of capitals hosting events of this level for the first time. Ye's (Kanye West) concert on July 11, at Eagle Stadium, is not just a show or a musical activity. It represents an important and strategic test for Albania's organizational capacity and a real opportunity to consolidate Tirana as a venue and destination for international events of this magnitude.
International experience shows that the economics of a concert do not end with the tickets. Every visitor who travels for an event consumes accommodation, food, transportation, entertainment services and visits tourist attractions.

Every euro spent circulates in the economy through dozens of businesses and creates added value for the local community. At Eagle Stadium, Kashar, about 3,500 employees, with professionals and technical teams, have been engaged in a 2-month period, while 24 hours before the event, Tirana is completely booked in terms of hotels and apartments reflected on various online platforms! Millions of euros are returned to the central and local budgets from direct taxes, making any public funding in this industry a profitable investment but also increasing turnover and income for all local entities, beyond other long-term benefits.

If Tirana manages to successfully organize this event, the greatest benefit will not only be the social, entertainment or economic one-night stand. It will be the international credibility that the capital and Albania gain. The creative industry, events, experiential tourism, are side by side a generating dynamo for well-being, sustainable economic growth and the reason why today cities like Madrid, Istanbul, London, Los Angeles, and many metropolises are permanent stops on world tours.
A concert may last a few hours, but its impact on the economy, tourism and the image of a country can last for many years, especially in the case of Albania, which is just entering the global stock market of such extraordinary and unique enterprises.

For this reason, it is important that such events are not viewed through the prism of political debate. Around the world, international events are evaluated on the basis of the impact they bring to the city and the economy: how many tourists they attract, how many businesses benefit, how many jobs are created, and what international reputation they build for the city, country, talent, and destination.

Artists, concerts and cultural activities come and go, while the benefits for the economy, tourism and the country's brand remain. Therefore, the success of such an event is not the success of an individual or a political force, but an opportunity for Albania to prove that it is capable of hosting events of global proportions with international standards and to consolidate its place on the European events map.

ADDITIONAL FACTS:
The construction of the provisional structure (Eagle Stadium) costs around 2.2 million euros and not 50 or 60 million euros as the public has been misinformed!

The fund provided by the Albanian government has been allocated through the Tourism budget program and is not related to funds for art, culture, sports, and has come from the Reserve Fund and not from emergency funds or funds planned for other sectors!
The expected damage from the cancellation of the event at the current stage would be estimated at around 11 million euros in non-refundable expenses and failure with serious long-term consequences on the national image and trust, regional disappointment for tens of thousands of locals and foreigners who would lose this experience, but also considerable direct damage for canceled reservations, non-refundable payments and lost profit.

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