Vienna, the European capital of classical music, is one of the most important cultural centres in the world. Each year, approximately one million visitors attend its concerts, making the city a major destination for music lovers.

One of the contributors to the success of these concerts is Lami Çunaku, an Albanian from Kosovo.

In the photo: Wiener Hofburg Orchester

Early Beginnings

From a young age, during the 1980s, Çunaku dreamed of becoming a singer. At a time when political circumstances in Kosovo did not favour artistic development, he expressed his talent through the “Barilët” ensemble from the village of Barileva near Pristina.

The difficult situation of the 1990s forced him, like many other young people, to leave the country. After completing basic studies in economics and trying to survive through trade, in 1997, he moved to Vienna to continue his studies and work.

The Path to Success

At first, Lami Çunaku faced financial difficulties. His first step was attending German language courses. Later, he began selling tickets for classical music concerts together with his brother.

“This job helped me not only financially, but also in communicating with people,” he says.

Thanks to his dedication and skills, in 2004, he was offered the position of Sales and Marketing Manager at Wiener Residenz Orchester.

“When I took over the management of the company, it had about 83,000 visitors per year. Within one year, we managed to increase the number to 116,000, and today we have over 350,000 visitors,” says Çunaku.

In 2012, he became a shareholder in the Wiener Hofburg Orchester and the Wiener Residenz Orchester, two of Austria's most important orchestras. 

In the photo: Wiener Rezidenz Orchester

Promotion of Albanian Artists

In the orchestras he manages and co-owns, Albanian artists have also performed, such as mezzo-sopranos Flaka Goranci and Lorika Ismaili, tenors Faik Hondozi and Berat Tafallari, and violinists Valmir Ziu and Margareta Çeku.

According to Çunaku, concert halls are almost always full, and the number of Albanian visitors, particularly from Kosovo, has increased following visa liberalisation.

He emphasises that today, most ticket sellers in Vienna’s main squares are Albanians from Kosovo.

“When I started in 1998, there were few Albanians in this job. After the war, many of them became involved in this sector and later opened their own companies,” he says proudly.

Expansion in the Tourism Sector

Çunaku also extended his success to the Balkans through tourism. In 2011, motivated by a desire to reconnect with his homeland, he founded the international tourism company VAS Group in collaboration with Alb-Tours-D in Durrës.

After starting operations in Pristina and Tirana, VAS Group later expanded to Skopje, Sarajevo, and Vienna. In 2020, at a time of the global lockdown, the company also opened in Dubai.

During the pandemic, tourism faced major challenges.

“The pandemic was the hardest blow to tourism. We also had difficulties, but we did not stop,” he says.

Today, VAS Group operates on four main pillars: tour operator, destination management company (DMC), online platform, and hospitality, with around 400 employees and up to 1,000 during the season.

The Balkans and International Tourism

According to Çunaku, their company has long been a major promoter of tourism in Albania.

“Albania has made progress in recent years, but it still has shortcomings in service,” he says.

As for Kosovo, he emphasises that there is great potential, but institutional support is lacking.

International interest in the Balkans is growing, including from companies in Latin America that are seeking to enter this market.

In the photo: Lami Çunaku

Message to Young People

After three decades in Vienna, starting from zero, Lami Çunaku is today a very successful entrepreneur. He has a clear message for young people:

“I encourage everyone to first invest in education. Without good education, it is difficult to build a sustainable business. Opportunities are everywhere, in Vienna and in our countries. Work with integrity and do not be afraid of failure. Only by entering the market can you prove your value.”

“The potential is great, and education is the key to success,” he concludes.