Albania's rich biodiversity and diverse climatic conditions make it an ideal country for the collection and cultivation of medicinal and aromatic plants (MAPs). With over 400 indigenous MAP species, this sector plays a significant role in the country's economy, generating more than 50 million Euros annually and accounting for about 25 % of total agricultural exports. Moreover, the sector provides employment and income for thousands of rural households. This study examines the MAPs sector trends and patterns in Albania, highlighting strengths, weaknesses, threats and opportunities. Despite the global rise in demand for MAP products, driven by technological advancements and changing consumer attitudes, the Albanian MAPs sector faces challenges related to standards, processing capabilities and market access. Through a combination of qualitative interviews with key stakeholders and analysis, this study offers a comprehensive overview of the sector's current development, identifies critical issues, and provides recommendations for economic and political actors aimed at strengthening the value chain and market competitiveness of Albanian MAPs.