Albania’s tourism surge is transforming once-remote beaches into crowded and expensive destinations, sparking environmental concerns and pushing out locals, Politico reported on Monday.
On the country’s southern Ionian coast, Jalë beach – once a quiet camping spot – has become a hub of construction, with developers promising luxury resorts for international visitors, Politico said. A sunbed now costs €10, compared with €3 five years ago, while hotel rooms that were €30 a night in 2020 now fetch far higher prices.
Tourism in Albania grew rapidly after the country opened to visitors in July 2020 while much of Europe remained under COVID-19 restrictions. More than 11.7 million tourists visited in 2024, a 15% rise from the year before, according to government figures cited by Politico. Authorities expect more than 15 million this year — in a country of just 2.7 million people.
The boom has boosted jobs and now contributes around 8% of Albania’s GDP. Visitors are mostly European, with Germans, Italians, Poles and French leading the numbers. Social media has played a key role, with more than 3.8 million Instagram posts about Albania drawing global attention, Politico reported.
To attract investors, Albania extended a tax exemption until 2027 for foreign companies building four- and five-star hotels. International brands such as Marriott, Meliá and Radisson have entered the market, while Jared Kushner, son-in-law of former U.S. President Donald Trump, plans to develop a luxury retreat on an Albanian island.
But critics warn the country’s coastline lacks the infrastructure to support the influx. The new Vlora airport, near a protected area, has already sparked protests, while activists complain that water is being diverted to coastal resorts at the expense of inland communities.
“Greed has replaced sensible planning — and, for that matter, love of the land, nature and the homeland,” Alfred Lela, a spokesperson for the opposition Democratic Party, told Politico.
Trash and overbuilding are also testing Albania’s reputation as a “wild and free” destination. “It’s like Monaco now. There’s no space for locals,” Albanian journalist Denada Jushi said.