Albania, once known as Europe’s most closed-off country, is fast becoming one of the continent’s rising travel destinations, according to a recent New York Times feature that praised its beaches, historic cities and affordability.
Images of swimmers plunging into the Ionian Sea, with yachts anchored offshore and islands dotted with whitewashed houses in the background, now dominate social media feeds promoting the country. Tourism has surged accordingly: 11.7 million visitors entered Albania in 2024, up from 10 million in 2023, official figures show.
The country’s southern Riviera has become its best-known calling card. Across the channel from Greece’s Corfu, the UNESCO World Heritage site of Butrint showcases ruins spanning Greek, Roman and Byzantine eras, surrounded by a national park where eagles and foxes roam. A short ride away, Ksamil has grown into a beach resort with clubs, jet skis and tightly packed umbrellas, marketed by influencers who liken its turquoise waters to the Maldives.
“Albania is still an exotic place for many people,” said Frenkli Prengaj, a tour operator. “They come without many expectations but leave surprised by the history, culture and how much we share with Europe.”
The nearby city of Saranda, a 30-minute ferry ride from Corfu, offers a more relaxed pace. Its public beaches and seafood restaurants, such as Haxhi and Marini, cater to both locals and visitors, while an evening promenade along the waterfront draws crowds until late at night. Further north, beaches in Jala, Borsh and Dhermi attract those seeking quieter escapes, with summer music festivals in Dhermi adding to the area’s profile.
Albania’s appeal extends beyond the coast. The central city of Berat, also on UNESCO’s list, is known for its Ottoman-era houses with red-tiled roofs and hundreds of windows overlooking the Osum River. Its hilltop castle contains Byzantine churches, the remains of early mosques and the Onufri Iconographic Museum. In the evenings, the city fills with families, hawkers and children riding bicycles, while restaurants serve tomatoes, stuffed peppers and burek pastries, usually accompanied by a glass of raki, the potent fruit brandy popular across the Balkans.
In Gjirokastra, another UNESCO city, visitors explore Ottoman mansions, a centuries-old castle and a Cold War tunnel built during the dictatorship of Enver Hoxha. The former leader, who ruled from 1944 to 1985, ordered thousands of bunkers built against a feared foreign invasion. Many remain scattered across the landscape, some converted into museums.
The country’s recent popularity contrasts with its troubled past. After declaring independence from the Ottoman Empire in 1912, Albania spent decades under Hoxha’s Stalinist regime, isolated from the outside world. An economic collapse in the 1990s sparked unrest that nearly spiraled into civil war. In the past two decades, however, relative stability, improved infrastructure and the lure of lower costs compared with nearby Greece, Italy and Croatia have helped fuel a tourism boom.
Analysts say Albania’s challenge will be to manage growth without losing the authenticity that makes it stand out. “It is still less developed than its neighbors, and that’s part of the attraction,” said Dorina Dhima, a freelance guide in Ksamil. “But as more people arrive, there is pressure to build quickly.”
For now, the balance remains. Along Saranda’s boardwalk at sunset, families and tourists mingle, while swimmers linger in the Ionian waters. In the mountains above, the call to prayer echoes across valleys dotted with stone houses. Albania, long overlooked, appears ready to hold onto its moment in the spotlight.