By: Stuart Kerr, Travel Correspondent
Published: 01/08/2025 · Updated: 01/08/2025
Contact: editorial@holidaymate.com | About the Author
From Shadow to Spotlight
Albania’s rise as a tourist destination has been nothing short of extraordinary. For years, it sat quietly in the shadows of its better-known Adriatic neighbours—Croatia, Greece, Montenegro—rarely making the headlines or topping travel lists. But the latest figures from UNWTO paint a different picture. In 2024, Albania welcomed more than 11.7 million international visitors, a staggering leap for a country with fewer than 3 million residents.
This isn’t just post-pandemic recovery—it’s a full-blown tourism surge. And in 2025, Albania is no longer being whispered about as a “hidden gem.” It has stepped into the spotlight as Europe’s fastest-rising travel star, with its combination of affordability, authenticity, and accessibility rewriting what it means to explore the Balkans.
A Surge Backed by Data
The numbers tell a compelling story. According to the September 2024 UNWTO Barometer, Albania recorded a +93% increase in tourist arrivals compared to pre-pandemic benchmarks. That places it ahead of regional favourites like Croatia and Greece in terms of relative growth.
Cities like Tirana, Saranda, and Vlora are booming, while once-remote mountain villages such as Theth and Valbona are suddenly appearing on international hiking itineraries. The transformation isn’t just anecdotal—it’s visible, measurable, and fast.
This isn’t the first time a nation has exploded onto the tourism scene. But what makes Albania’s story different is how quickly it has moved from underdog to must-see. And more importantly, how it’s managing that growth in real time.
Why Albania, and Why Now?
Three core factors appear to be converging: cost, convenience, and curiosity.
First, there’s the economic appeal. Albania still offers one of the most affordable travel experiences in Europe. A clean guesthouse near the Ionian Sea can be had for €15. A hearty seafood meal might set you back €5. This kind of pricing is rare in Europe, especially in destinations with Mediterranean views and historic towns.
Second, air connectivity has improved dramatically. According to an economic analysis by ScanTV, flight traffic into Albania has increased by 141% since 2019. There are now daily connections from major cities like London, Berlin, and Rome to Tirana International Airport. Even more telling is the expansion underway in Vlora and Kukës, signaling that Albania’s infrastructure is catching up with demand.
And finally, there’s a growing international curiosity. After decades of isolation, Albania’s unique blend of Ottoman architecture, communist history, rugged mountains, and azure coastline feels fresh. For many travellers, it represents a return to something real—unfiltered and unsanitised—before the franchise cafés and tourist buses arrive en masse.
Political Backing, Global Momentum
The government, aware of the golden opportunity, isn’t standing still. The latest UNWTO investment report outlines the strategic steps Albania has taken to attract long-term, sustainable tourism investment.
Key initiatives include the creation of one-stop-shop investment platforms, streamlined eco-tourism regulations, and partnerships with international bodies to train hospitality staff. There’s a clear desire to modernise without losing the essence of what makes Albania special.
Unlike some destinations that stumbled under sudden popularity, Albania seems keenly aware of the balance it must strike—growing fast, but wisely.
Cautionary Notes: Can Charm Survive Growth?
That said, there are warning signs. The same UNWTO guide also flags potential “structural pressure points” in areas like water supply, waste management, heritage conservation, and the rapid spread of informal rentals.
It’s a dilemma familiar to cities like Dubrovnik or Santorini—destinations that became victims of their own success. Over-tourism, if left unchecked, can strain local infrastructure and displace communities. For Albania, the challenge is not just to attract tourists, but to remain true to its identity while doing so.
For now, that identity feels intact. You can still wander through ancient towns like Berat or Gjirokastër without elbowing for space. You can hike alone in the Accursed Mountains, or sip strong rakija in a stone village where time seems to have paused. But the clock is ticking. The window between discovery and overexposure is closing fast.
The Albania You’ll Meet in 2025
Today’s Albania is a mosaic of contrasting scenes: shepherds guiding flocks across mountain roads while luxury yachts appear in Saranda’s harbour. Local fishermen grilling fresh catch beside boutique hotels. Communist-era relics sitting quietly near hipster cafés.
This contrast isn’t jarring—it’s magnetic. It allows visitors to experience a country in the midst of transformation. One where progress hasn’t yet erased personality.
What makes Albania compelling is not just what’s there, but what isn’t. No €9 cappuccinos. No “Skip the Line” tours to overrun landmarks. No sense that you’ve arrived too late. For travellers burned out by overpriced beach towns or sterile resorts, Albania offers a rare thing: authenticity at scale.
A Moment That Won’t Last Forever
In some ways, Albania in 2025 feels like Croatia did 20 years ago—or Portugal before the Instagram boom. It’s still personal. It’s still intimate. But it won’t stay that way.
Local voices are starting to debate what kind of tourism Albania should embrace. Eco-tourism? Luxury retreats? Backpacker haven? The decisions made in the next few years will shape not just who visits Albania, but what they find when they arrive.
For now, the door is open. And stepping through it leads to winding mountain passes, quiet pebbled coves, candlelit dinners under grapevines, and the kind of encounters that don’t fit on a travel brochure.
A Final Word
Albania is no longer Europe’s best-kept secret—but it hasn’t yet become another cliché. The crowds are coming, but they haven’t overwhelmed the country’s soul. In 2025, you can still arrive in Tirana and find yourself in a place where locals greet you with stories, not sales pitches. You can still sit beside a cobbled riverbank, surrounded by Ottoman rooftops and café laughter, and wonder why you didn’t come sooner.
If you’re seeking something fresh, yet deeply rooted—go now. Before the signs change, the prices rise, and the quiet corners fill.
Because right now, Albania is still yours to discover.
About the Author
Stuart Kerr is a travel correspondent for Holidaymate.com, covering trend shifts, emerging markets, and offbeat destinations. You can reach him at editorial@holidaymate.com or view his bio here.
