While the video is playful and well-produced—complete with the de rigueur drone footage—the reality is that organized crime and human trafficking remain serious problems in Albania. A 2018 report from the US State Department found that Albania continues to be “a source, transit, and destination country for men, women, and children subjected to sex trafficking and forced labor.” Though it noted the government had made some strides in addressing the situation, it says Albania still “does not fully meet the minimum standards for the elimination of trafficking.”

Albania’s tourism campaign makes a fair point: Countries that are off the beaten tourism path are often unfairly stereotyped by their depictions in films and popular culture. And there is little doubt that Albania’s gastronomy, culture, and landscape make it a nice place to visit. But directly drawing attention to (and vaguely poking fun at) the country’s human trafficking problem is perhaps taking the point a little too far.

One can only assume that Albania’s tourism board was hoping to replicate the viral infamy that Vilnius enjoyed with its bizarre “G Spot of Europe” campaign, which was a huge success in that it prompted a slew of articles and drew international attention to the capital of Lithuania. Whether or not either campaign or slogan will bring more tourists, however, is entirely up for debate.

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