In 2022, approximately 12,300 Albanian nationals arrived in the UK by small boats, accounting for about 27% of all such arrivals that year[1]. The majority were young people who undertook the perilous journey from Albania to Western Europe in search of a better life. Many, however, failed to achieve this goal, instead finding themselves in migrant camps, exploited by traffickers, or trapped in conditions akin to forced labour.
By 2024, the number of Albanians arriving by small boats had dropped to 559. This significant decline suggests that the measures implemented by the UK Government and its partners are having the intended impact.
New Perspectives is one such initiative. It is designed to complement UK border enforcement with upstream work designed to cut migration off at the point of origin. By supporting local economic opportunity in Northern Albania’s Kukës region – the start-point of many Albanian attempts at illegal migration to the UK – and providing reliable fact-based information to counter people smugglers’ narratives of a life of glamour and comfort in destination countries, New Perspectives aims to reduce the appeal of irregular migration and provide young people with attractive, viable futures without the need to leave their homes, families, and friends.
New Perspectives has three closely interconnected vectors of engagement. Firstly, economic growth, which includes the provision of spaces for innovation and skill-building. In total, four Youth Entrepreneurship Spaces have been established by the project, hosting over 11,000 participants across 840 activities. These spaces serve as dynamic hubs for young people looking to develop their entrepreneurial ventures. A recent highlight was the Global Entrepreneurship Week event in Kukës—the first of its kind in the region. The event gathered 400 attendees who heard inspiring success stories of entrepreneurs who have thrived in northern Albania despite challenges. Furthermore, the project’s advocacy efforts contributed to the Albanian government’s EUR 500,000 investment in the region’s first Vocational Education Training (VET) school in Kukës. To further stimulate economic growth, 45 business grants have been co-invested, encouraging commercial banks to support local entrepreneurs.
Secondly, strategic communication of honest, real-world, and fact-based information to young people to help them critically appraise the ‘migration offer’ and counter the perception that a glamorous life of easy money and creature comforts awaits them. Through targeted media campaigns and engagement efforts, New Perspectives has successfully shifted narratives around migration, providing young people with accurate insights into the risks and realities of irregular migration while highlighting viable opportunities at home.
Thirdly, community engagement, which has seen more than 13,000 individuals participating in initiatives that promote regional development. Among them, youth and caregivers took part in EURO 2024 Fan Zones, and six regional festivals drew more than 10,000 attendees, boosting local tourism and strengthening community ties. Additionally, young people engaged in development and awareness initiatives, including sports, environmental awareness, capacity building, and open discussions on migration. These efforts have helped shift perceptions about opportunities in northern Albania and reinforce a positive outlook for the region’s future.
By strengthening local institutions and facilitating dialogue among young people, women, community leaders, local businesses, and public offices the project has lead to more community-oriented decision-making. This approach enhances trust and fosters greater cooperation among local stakeholders. The project also shares lessons learned with central government bodies to encourage more community-focused policymaking and ensure the sustainability of initiatives.
The New Perspectives initiative has directly benefited over 8,000 people across Kukës, Dibër, Tropojë, and Has. Thousands of young people have undertaken training in key employment skills, received coaching and mentoring for employment and entrepreneurship, and been awarded scholarships in fields such as IT and digital marketing. Equipping young people with the tools to enter the labour market and start businesses has helped over 3,500 young people embark on a sustainable future in northern Albania.
Alongside the thousands of people New Perspectives has helped on the ground, millions have engaged with its strategic communication channels, leading to a measurable shift in public perceptions. Surveys and social media analytics indicate that attitudes towards irregular migration have significantly changed, with many young people now considering alternative career paths and economic opportunities in Albania rather than seeking to migrate irregularly.
Alongside other initiatives, New Perspectives has contributed to a significant decline in irregular migration. This has been achieved at a fraction of the cost of hard security measures at European and UK borders.
New Perspectives is one of several projects that TAG is delivering globally to actively reduce irregular migration by reinforcing positive alternatives and telling vulnerable young people the truth about the risks and potential rewards. We have met hundreds of vulnerable individuals who have endured immense suffering at the hands of organised criminal gangs and human traffickers, and we are proud to play our part in ending this suffering while also helping to keep the UK’s borders safe.
[1] https://www.gov.uk/government/statistics/irregular-migration-to-the-uk-year-ending-june-2024/irregular-migration-to-the-uk-year-ending-june-2024