With its ancient ruins, affordable wine and growing hipster appeal, Albania is no longer just a destination for backpackers. Travel Tomorrow explores why this Balkan underdog is attracting digital nomads, creatives, and sun-seekers.
You know that feeling when you discover something amazing and want to keep it to yourself just a little longer? That’s how I feel about Albania.
The first time I heard about the country was a decade ago, through the tales of a family living in Brussels. Every summer, they would return from Albania with exciting stories and wonderful photos of hidden coves with turquoise waters, ancient ruins and endless treks across untouched mountains. I remember wondering why no one else was heading that way.
Fast forward ten years and Albania is finally having its moment. With strategic visibility at major travel fairs, infrastructure upgrades, and even celebrity investment, the country is no longer hidden or unreachable. It’s sparkling in full daylight.
From isolation to invitation
For decades, Albania remained largely unknown to mainstream European tourism. Under Enver Hoxha’s rule, it was one of the most closed countries on the continent. Since 2009 – and especially after being granted EU candidate status in 2014 – the country has undergone a steady transformation, driven by infrastructure development, cultural initiatives, and sustained tourism growth. This progress has attracted high-profile investors, including Ivanka Trump and her husband Jared Kushner, who purchased Sazan Island in June 2025 after receiving strategic-investor status in January, committing over €1 billion to develop a luxury resort. Today, Albania stands out as one of Europe’s most surprising tourism success stories.
From barriers to booming
The shift didn’t happen overnight. Its breakthrough, arguably, came during the COVID-19 pandemic, when the country adopted a liberal travel policy that opened its doors to new possibilities. At a time when many countries imposed strict entry restrictions, Albania stood out by lifting all such measures in July 2020.
‘While everything else was shut down, Albania stayed open. You could drive there with just a certificate,’ recalls Leutrim Blaka, who runs the family café Chez Léo near Flagey with his sisters. It was opened by their parents, who are Albanian and originally from Kosovo, and arrived in Belgium in the 1980s.
‘Many of us who were born abroad played our part. We brought friends, shared photos and spread the word. That curiosity grew quickly.’
The return of the diaspora also brought energy, ideas and capital.
With increased visibility came growing interest from investors, leading to stronger infrastructure, such as safer roads, a new international airport under construction in Vlorë and major hotel chains establishing themselves in key coastal areas. Tourism offerings have expanded beyond the summer, with off-season cultural routes connecting castles, ruins, and historic towns. Albania was in the spotlight at this year’s ITB Berlin.
Why now? Why Albania?
In 2024, the country welcomed over 11.5 million visitors, up from around 3 million before the pandemic – an impressive figure for a nation of just under 3 million people.
With 478 km of coastline – seven times more than Belgium – Albania offers incredible diversity. The Adriatic coast is peaceful and family-friendly, while the Ionian coast is dramatic and picturesque, boasting turquoise waters, secluded coves and rugged cliffs. Inland, 70% of the country is covered by mountains, offering breathtaking views and outdoor adventures.
Whether you enjoy jet skiing, hiking, sunbathing or slow travel, Albania has something for you.
‘What I love about it? The mountains, the sea, the people,’ says Blaka. ‘You can go from the beach to a mountain trail in a single day.’
Travellers will find warmth and authenticity in both vibrant coastal towns such as Vlorë and Sarandë and historic inland cities such as Gjirokastër and Berat, as well as an increasingly refined tourism experience.
Tirana, the capital, has undergone a remarkable transformation. Its colourful façades, buzzing cafés, rooftop terraces and art spaces give the city a youthful, creative spirit.
History lovers will also find plenty to explore, from Ottoman-era villages and Roman ruins to hilltop castles and vibrant traditions. UNESCO-listed sites such as Butrint and the historic centres of Gjirokastër and Berat enrich the experience further.
As a late bloomer in European tourism, Albania has demonstrated a growing awareness of environmental impact. There is an increasing focus on initiatives promoting ecotourism, rural stays and national park preservation.
And if you needed any more convincing, consider the climate. Summers are long and sunny, with sea temperatures ranging from 23 °C to 27 °C and air temperatures often reaching 35 °C. Spring and autumn are warm and mild, and even coastal winters are relatively mild, making it a year-round destination.
Social media and language
Social media has played its part in Albania’s revival. Images of white sands and crystal-clear waters from the Albanian Riviera, especially Ksamil, Himarë and Dhërmi, have taken over TikTok and Instagram feeds.
Long before Kushner decided to invest, singer Dua Lipa, whose family is of Albanian origin, had already put the country in the spotlight.
Albanian is the official language, but you’ll also hear Italian, French, German as well as English, which is becoming increasingly common, especially among younger people and those working in tourism.
Affordability and generosity
Albania is also known for its warm hospitality and excellent value. A seaside dinner for two, including wine and fresh local produce, can cost under €40 – even in popular summer spots.
‘Even without asking, they brought us a plate of fruit after the meal,’ says Blaka. ‘The food, the service, the welcome – it was truly generous.’
Cuisine varies by region: seafood in the south, hearty stews and grilled meat in the north, and the much-loved byrek – a savoury pastry often filled with spinach or cheese – served everywhere.
What has changed? What’s next?
‘Five years ago, people didn’t even know where it was,’ says Blaka. ‘Now it’s the place everyone’s talking about.’
Global hotel groups such as InterContinental are now setting their sights on the coast. But with growing popularity come inevitable questions: Will prices rise? Will Albania’s raw beauty remain unspoilt?
Our final thought is this: go now, while it’s still wild
Albania is no longer the forgotten corner of Europe, but it’s still possible to find your own secluded cove, mountain trail or quiet taverna.
‘My parents waited their whole lives to enjoy what they had left behind. Now they finally can,’ says Blaka. ‘And it means everything.’
Go now – before everyone else does.
