Albania: A rising star in European tourism
- Paul Aage Hegvik
- Jan 25
- 7 min read
Updated: Feb 26
Albania has seen a remarkable surge in tourism, with the country reporting a 25% increase in international visitors in 2023.
As travelers flock to its pristine beaches, rich cultural sites, and affordable offerings, Albania is quickly establishing itself as one of Europe’s most exciting and up-and-coming destinations. With more tourists discovering its unspoiled beauty and unique charm, the Albanian Riviera is fast becoming a must-visit for those seeking an authentic Mediterranean escape.
Recent statistics from Albania’s National Institute of Statistics reveal a notable surge in international tourism. In 2023, Albania welcomed a 25% increase in foreign visitors, marking one of the most significant growth periods in the country’s tourism history.
Investing in infrastructure
The country is becoming a more prominent fixture on the European tourism map, attracting travelers from across the globe, including neighboring countries, the United States, and even as far as Australia.
Prime Minister Edi Rama have stated that Albania is poised to become one of Europe’s top tourism destinations.
–With investments in infrastructure and sustainable tourism initiatives, we aim to ensure that our natural beauty and cultural heritage are preserved while providing exceptional experiences for tourists.
«We have emerged from a period of history in which we were completely separated and cut off from the rest of the world... Today, we have a completely different reality, with more than 10 million tourists who visited Albania last year.» Prime Minister Edi Rama
Minister of Tourism Mirela Kumbaro said that the government are focused on sustainable growth in tourism, with an emphasis on eco-tourism and responsible development.
–Albania’s future in tourism looks promising, and we are committed to improving infrastructure and services to meet international standards.
An unspoiled coastline
Stretching across nearly 450 kilometers of Adriatic and Ionian Sea coastline, Albania is home to some of the most breathtaking and least-developed beaches in Europe. From the popular Albanian Riviera to the serene shores of Ksamil, the country’s beaches are being discovered by travelers worldwide who are looking for a more secluded and uncommercialized alternative to traditional Mediterranean destinations.
The allure of Albania’s beaches lies in their untouched, pristine nature. Many of these coastal gems are surrounded by dramatic cliffs, lush greenery, and crystal-clear waters, making them perfect for both relaxation and adventure. Beaches such as Dhermi, Jale, and Llamani are becoming increasingly popular for their picturesque landscapes and quieter atmosphere compared to the crowded beaches of Greece or Croatia.
The global appeal of Albanian tourism
Albania's appeal isn't limited to just one demographic. Travelers from across the globe are discovering the beauty and affordability of this small Balkan country. While visitors from neighboring countries like Greece, Italy, and Montenegro have long enjoyed Albania’s shores, there has been a significant increase in international tourists from the United States, Germany, the Netherlands, and even as far away as Australia.
One of the driving factors behind this surge in tourism is Albania's affordability. Compared to its Western European counterparts, Albania offers budget-friendly accommodations, dining, and activities. This makes it an attractive destination for young travelers, backpackers, and families alike. For example, a typical meal in Albania can cost a fraction of what it would in neighboring Italy or Greece, yet the quality of local food, especially seafood, is exceptional.
More than just beaches
Beyond its stunning beaches, Albania offers an array of cultural and historical experiences that attract visitors interested in exploring the country’s rich past.
UNESCO World Heritage sites like the ancient city of Butrint and the Ottoman-era town of Gjirokastër are drawing tourists fascinated by history, architecture, and archaeology.
Albania’s capital, Tirana, is also emerging as a vibrant cultural hub, with a growing arts scene, trendy cafes, and a youthful energy. Visitors can explore colorful streets, discover contemporary art galleries, or enjoy performances in the city’s lively public spaces. The mix of old-world charm and modernity gives Albania a unique and dynamic appeal.
Sustainable tourism
As Albania becomes a more popular destination, the government is focused on developing its tourism sector sustainably. Efforts to improve infrastructure, such as better roads and transportation links, are helping visitors navigate the country more easily. The Albanian government is also emphasizing the importance of eco-tourism, which aligns with the country’s natural beauty and unspoiled landscapes. The goal is to maintain Albania’s authenticity while ensuring it remains an attractive destination for future generations.
The Albanian Riviera, in particular, has seen the rise of eco-friendly hotels, boutique guesthouses, and low-impact tourism initiatives that seek to preserve the region’s delicate ecosystems. Sustainable travel is becoming a key pillar of Albania’s tourism industry, appealing to conscientious travelers who want to explore new destinations without compromising the environment.
Growing popularity in the post-pandemic world
In the aftermath of the COVID-19 pandemic, many travelers are looking for less crowded and more remote destinations, and Albania fits the bill perfectly. Its beautiful beaches, combined with low tourist density compared to other Mediterranean hotspots, make it an ideal escape for those seeking safety and tranquility in the post-pandemic travel landscape.
Direct flights to Albania from major cities in Europe, such as London, Milan, and Berlin, have made the country more accessible than ever. This, combined with Albania’s rich culture and natural beauty, makes it an increasingly viable option for travelers of all kinds.
Attractions close to the Adriatic sea
These spots are close to the Adriatic Sea and showcase Albania’s rich blend of natural beauty, historical significance, and tranquil coastal experiences. Here are 10 must-visit attractions near the Adriatic Sea in Albania.
Durrës - Albania’s second-largest city, Durrës, is known for its long sandy beaches and historical sites like the Durrës Amphitheater and the Roman Baths. It's a popular destination for those looking to enjoy both cultural heritage and beach relaxation.
Kavajë - Located south of Durrës, Kavajë is known for its quiet beaches and nearby attractions like the Cave of Saint Marina. It’s a less crowded spot for beachgoers who want a more tranquil experience.
Rrëza Beach - A stunning hidden beach near the village of Rrëza, this location offers clear waters and scenic views, perfect for those looking for an off-the-beaten-path spot.
Shëngjin - Famous for its long sandy beaches and clear waters, Shëngjin is one of the most popular coastal towns in northern Albania, also offering a range of restaurants and accommodations for tourists.
Lalzi Bay - Lalzi Bay, just a short drive from Durrës, is known for its beautiful coastline and calm waters. It’s perfect for swimming, relaxation, and water sports, making it a popular weekend getaway.
Golem Beach - Located near Durrës, Golem Beach is one of the busiest beaches in the area. It’s known for its clear waters, long coastline, and a range of tourist amenities.
Plazhi i Velca - A less touristy spot compared to other beaches along the Adriatic coast, Plazhi i Velca is ideal for those seeking a quiet place to relax by the sea.
Divjakë-Karavasta Lagoon
A protected nature reserve near the Adriatic, Divjakë-Karavasta is home to various bird species, including the endangered Dalmatian pelican. It’s a great destination for nature lovers and bird watchers.
Bay of Vlorë - Situated at the meeting point of the Adriatic and Ionian seas, the Bay of Vlorë offers beautiful beaches like Plazhi i Vlorës and Radhimë Beach, along with historical landmarks like Zvernec Monastery on the nearby island.
Affordable: Travel without breaking the bank
Albania offers a variety of affordable options for travelers, with costs significantly lower than in many Western European countries. Here's a breakdown of average prices for accommodations, dining, groceries, beverages, and transportation.
Accommodation
Budget: Private rooms in guesthouses or hostels range from $20 to $40 per night.
Mid-Range: 3-star hotels typically cost between $50 and $100 per night.
Luxury: High-end hotels and resorts can range from $150 to $300 per night.
Dining
Inexpensive Restaurant: A meal at a budget-friendly restaurant costs around $10 to $20.
Mid-Range Restaurant: A three-course meal for one person averages $30 to $50.
Groceries
Milk (1 liter): Approximately $1.10.
Bread (500g): Around $0.80.
Rice (1kg): About $1.50.
Eggs (12): Approximately $2.50.
Local Cheese (1kg): Around $8.00.
Beverages
Domestic Beer (0.5 liter): Costs about $1.50.
Imported Beer (0.33 liter): Approximately $2.50.
Bottle of Wine (mid-range): Around $10.00.
Cocktail in a Bar: Typically priced between $5 and $10.
Transportation
Public Transport (one-way ticket): Costs about $0.50.
Taxi Start (normal tariff): Approximately $2.00.
Gasoline (per liter): Around $1.30.
Additional costs
Fitness Club Monthly Fee: Approximately $30.00.
Cinema ticket: Around $7.00.
These figures are approximate and can vary based on location and specific circumstances. For instance, coastal areas and major cities like Tirana may have higher prices compared to rural regions. Overall, Albania remains an affordable destination for travelers seeking quality experiences without high costs.
