Albania, for every taste and budget - From the hidden "pearl", to the destination for everyone
Tourism has become one of the most important sectors for the economy and development of the country, becoming one of the main engines of economic growth. Since the pandemic period, this sector has marked significant development, attracting investments and increasing the flow of tourists from within and outside the country.
It should be noted that the years 2023 and 2024 marked a significant increase in tourism, while this year continues to maintain the same positive trend, confirming a stable and progressive development.
This growth and improvement is the result of a number of factors that have contributed significantly. Low-cost airlines, which have connected Albania to many major European markets, have made it easier for tourists to visit, while the promotion of natural and historical beauties through articles and media has increased awareness and interest in the destination. The continuous improvement of the tourist offer, including resorts, hotels and various activities, has also played a key role in attracting visitors.
Albania's presence on social networks has also had a significant impact, where tourists have shared their experiences highlighting the country's affordable prices, hospitality, and beauty.
On the other hand, local businesses and actors have made continuous efforts to increase the quality of services, hospitality standards, and the overall visitor experience, making the country a more attractive and competitive destination in the region.
In this way, tourism continues to remain one of the most dynamic and important sectors for Albania, contributing to economic growth, job creation and promoting the country's positive image in the international arena.
If we talk about the summer season, it turns out that Albania has experienced a significant influx of arrivals to its territory, confirming once again its increasingly strong position as a tourist destination. However, these arrivals do not necessarily all translate into tourists as some of them may also be transit passengers, visitors with personal purposes or Albanian citizens returning for holidays or family reasons. Despite this, the high volume of traffic demonstrates a strong and continuous interest in Albania as a destination for movement and residence.
In total, during the analyzed period, both by Albanian citizens and foreigners, around 18.2 million entries were registered at the country's border points. This number includes all forms of movement, but the predominant ones are trips for personal reasons, which in approximately 98% of cases also include a tourist or visitor component. So, although not every entry can be formally classified as pure tourism, in essence it is closely related to the desire to stay, explore and consume services on Albanian territory.
During the first 10 months of the year alone, around 11.1 million foreign nationals have entered Albania. This figure shows a high intensity of movements and a continuous demand for the destination Albania, with an increase of 6.7% compared to the same period in 2024. This increase, although moderate in percentage terms, is very significant in absolute values and shows a sustainability of the upward trend of tourism in the country.
These developments position Albania as one of the most dynamic destinations in the Western Balkans region, increasingly competing with traditional tourist destinations such as Montenegro, Croatia or Greece. The main difference that Albania offers remains the combination of natural beauty, affordable prices, traditional hospitality and an authenticity that has not yet been massively consumed by oversaturated tourism.
The geographical structure of foreign visitors remains significantly dominated by Europe, which accounts for around 95% of foreign arrivals during the month of October alone. Within the European continent, Southern Europe holds the largest share with 73%, which is easily explained by geographical proximity, historical connections and land and air transport opportunities. It is followed by Western Europe with 12% and Central/Eastern Europe with 6%. This geographical distribution profile shows that Albania has built a strong market base in Europe, but also still has great potential for expansion into other more distant markets.
The situation in the summer season has been even more intense. During this period alone, around 7.8 million arrivals have been recorded in Albania, making summer the main economic period for the tourism sector. The peak of the flow was recorded in August, which is considered the busiest month of the year, where domestic vacationers, emigrants returning for vacations and foreign tourists come together. This period is characterized by full capacity of accommodation structures in coastal areas and a significant increase in consumption in restaurants, bars, transport services and recreational activities.
A key role in this influx has also been played by the countries of the region. According to official INSTAT data, during the summer months of 2025, around 2.95 million arrivals from neighboring countries were recorded. Compared to the summer of 2024, when this number was 2.8 million, we have an increase of 5.34%, which shows that Albania continues to remain a favorite vacation destination for the populations of the region.
Kosovo continues to hold the first place in terms of the number of citizens who visited Albania during the summer, with around 2.2 million entries. Family ties, common language, proximity and the wide offer of the Albanian coast are some of the main factors that explain this dominance. Kosovo is followed by North Macedonia, Montenegro and Serbia, while Bosnia & Herzegovina results in the lowest number of entries for this period.
August was the peak month for the flow for almost all countries in the region, with the exception of Montenegro, which recorded the highest flow in July. This is also related to the organization of annual holidays, the period of collective leave and the preference to travel in the second half of the summer.
Regarding the situation of exits, the dynamics have been equally high. In October alone, 659 thousand Albanian citizens have left the country, an increase of 5.6% compared to the same period last year. Meanwhile, the exits of foreign citizens have reached 886 thousand, marking an even stronger increase of 24.4%. In total, during the 10 months of 2025, about 18.2 million exits from the Albanian territory have been registered, with an annual increase of 8.7%. Of these, 7.1 million belong to Albanian citizens and about 11 million to foreign tourists.
The origin data for tourist outbound tourism also show that Southern Europe remains the dominant territory, but what stands out is the strong growth of non-traditional markets. During the months of January-February 2025, the number of tourists from Africa increased by 119%, while from South Asia by 194% and from East Asia by 42.6%. These figures indicate new market openings and a growing interest in Albania as an exotic and alternative destination.
In the first 10 months of the year, the countries that have brought the most visitors to Albania are Kosovo and Italy, followed by Germany, France and the United Kingdom. Poland, although it has recorded a decrease in total arrivals compared to 2024, continues to remain a very important market in terms of overnight stays. This shows that Polish tourists coming to Albania tend to stay longer and spend more, directly impacting the local economy.
According to accommodation data, in April 2025, Polish tourists ranked in the "Top 5" of countries of origin with 7% of total overnight stays, while in the summer months this figure goes to 11% in July, 12% in August and 11% in September. This fact shows the strategic importance of the Polish market for Albanian tourism, even in a period when arrivals from this country have shown fluctuations.
Another interesting trend is the increase in visitors from less traditional countries for Albanian tourism, such as Israel, which has marked an increase of 598.1%, going from 9,741 visitors to 68,002. Egypt, India and Denmark have also marked significant growth. Alongside them, countries such as Germany, Estonia, France and the Netherlands have significantly increased the presence of their citizens in Albania.
On the other hand, some countries have seen a decline in the number of visitors, such as Belarus, Spain, Latvia, Poland and Malaysia, which indicates a change in tourist preferences, but also a possible impact of political, economic or social factors in the countries of origin.
Regarding overnight stays, during the first 10 months of the year, around 7.39 million overnight stays were recorded, both by Albanian citizens and foreigners. The trend of overnight stays has been continuously increasing from month to month, peaking in August, which resulted in the month with the largest influx of stays in accommodation structures.
During the second quarter, around 2.3 million overnight stays were recorded in the country, an increase of 32.5% compared to the same period a year ago. Of this figure, around 1.7 million overnight stays were realized by foreign tourists and 569 thousand by domestic tourists. Albania turns out to be the country with the highest growth in Europe and the region for this quarter, compared to last year.
In the region, Kosovo and North Macedonia recorded increases of 7.2% and 20%, respectively, while Montenegro and Serbia recorded decreases of 0.4% and 6.1%.
Regarding preferred accommodations in the second quarter, hotels remain the main choice of tourists. However, short-term accommodations (+43.3%) and campsites (+47.6%) have also recorded significant growth. In addition to Albania, countries such as Malta, Poland and Slovakia have also recorded growth.
In the last decade, Albania has undergone a significant transformation in international perception. From an unknown destination, it has become one of the most interesting places to discover. This transformation has not only come from natural resources or infrastructure development, but also from the great influence of social networks.
Instagram, Facebook, TikTok and YouTube have become powerful promotional tools, where views of the southern coast, the Albanian Alps, museum towns, forts, traditional cuisine and nightlife have gone viral. Travelers, influencers and content creators have helped build a modern and attractive image of the country, turning Albania into a “trending destination”.
According to social media hashtag data, Albania has around 10.5 million posts on Instagram, while on Facebook the hashtag #AlbaniaTourism has around 189 thousand posts. Meanwhile, #AlbaniaTrip and #AlbaniaTravel have 63 thousand and 102 thousand posts respectively, reflecting a strong and growing presence on digital platforms.
Essentially, social media has transformed Albania from a geographical destination into a visual story that circulates around the world. It has created a direct connection between the country and potential tourists, influencing their decision-making to include Albania on their travel map.
But it is not only social networks that have given Albania a voice for its tourism, but also various media and magazines that have given it a voice.
Throughout the year 2025 there were also many articles about Albania, but among them we can mention the article by:
The Times — "Albania as Europe's best-value luxury destination"
According to this article, Albania has been put in the international spotlight as a destination that offers a luxury experience at a much more affordable cost than other Mediterranean countries.
The article highlights the transformation from a low-cost getaway to a "hotspot" for quality tourism: with high-standard hotels and resorts, improved hospitality, and a unique combination of nature, history, and tourist offerings.
Included are destinations such as the Ionian coast, historic cities such as Gjirokaster, and areas such as Ksamil beach, which has recently attracted attention as a tourist "fad".
New York Times – Albania as an “amazing” destination for 2025
In an article that was republished in Albanian media in early 2025, the New York Times recommends Albania to readers as one of the "amazing" European destinations to visit during 2025, along with several other countries that, according to travel experts, offer different experiences for tourists.
The article describes Albania as a country of natural beauty, beaches with crystal clear water, mountains, untouched nature, and a historical and cultural mix that is still undiscovered by many tourists.
Special points of interest are the ancient ruins in the Butrint area, an archaeological city near the south, the combination of pristine nature, history, and affordable prices that attract tourists seeking an authentic yet economical experience.
As international articles see Albania as a growing destination for 2025 and beyond, this encourages investment, sustainable tourism development, and a more serious outlook for tourism development not only during the summer season, but also throughout the year.
Commercial flights as a good development point for Albanian tourism
Commercial flights are an important indicator of tourism performance and population movement, both domestic and foreign. Albania has seen a significant increase in them, especially in recent years, as the country has become increasingly popular with foreign visitors.
According to data from the European Statistical Agency, in October 2025 Albania recorded a 173% increase in commercial flights compared to October of the pre-pandemic period, thus ranking with the highest growth in the region and throughout Europe.
Looking back over the 10-month period, Albania continues to lead the way in terms of the increase in the number of commercial flights compared to the pre-pandemic period. A continuous increase was recorded for each month of 2025, even compared to the previous year. On average, during the first ten months of the year, the number of commercial flights increased by 155.7%, peaking in October.
On a European scale, Albania is followed by Iceland, while Bosnia and Herzegovina takes third place. Increases in the number of flights have also been recorded in Slovenia and Poland. However, not all countries have recorded an increase, in some countries the percentages are negative. Sweden and Latvia have suffered the largest decline, with -27%, while Finland has recorded a decrease of -22.5%. The situation remains not positive for Norway and Germany, where commercial flights have decreased compared to previous periods.
The year 2025 doubled camping tourism
Summer remains the most touristic season in the country and the most favorable period for the development of camping, tent or caravan tourism. Especially in certain areas of Albania, this type of tourism is very suitable, as there are no hotels and at the same time the natural environment is better preserved.
If we refer to INSTAT data regarding the number of nights spent by foreign citizens in this form of tourism, it can be seen that the number has increased by about 41.8% compared to last summer, recording nearly 10 thousand nights spent more than during the summer of 2024. For both years, the month of August was the one that recorded the highest number of stays.
Meanwhile, according to statistics on overnight stays of resident visitors, a decrease of about 3,200 fewer overnight stays is observed. It seems that Albanian tourists this year have preferred other accommodation structures, unlike last summer.
One of the reasons why foreigners are increasingly choosing this form of tourism is related to the desire for adventure and more authentic experiences, but also to the low costs that Albania offers. According to data published by the international magazine Camping.Info, the country ranks as the destination with the most affordable price for camping in the region. On average, a night's stay in an Albanian campsite costs around 14.18 euros, much less than in neighboring countries. For example, in Serbia the price reaches 20.69 euros per night, while in Bosnia and Herzegovina and North Macedonia it varies respectively at 18.60 and 17.90 euros.
These figures clearly show that Albania offers not only a pleasant natural and hospitable experience, but also an economical alternative for travelers looking for nature holidays on a reasonable budget.
But how much did the tours cost and what is the real cost of the trips according to Tirp Avdisor?
Even the well-known site has brought some of the tours that tourists choose throughout the country to try new experiences and not be limited to just one type of tourism. Also, TripAdvisor has an offer for all tourists who want to stay longer in our country, offering a special tour to all the most prominent attractions of Albania, which lasts a full 10 days and costs $ 2,222. Thus, a tourist who wants to explore the entire country in detail can choose any of these offers.
According to TripAdvisor, a tour in the city of Berat costs between $30 and $90, while in Gjirokastra the average price is around $69. Korça offers guides starting at 35 euros, while in the south, Saranda and Ksamil offer packages that go up to $191, depending on the luxury and activities included.
In Vlora, a trip to the Haxhi Ali Cave costs around $27, while going to the island of Sazan costs up to $42. Tirana offers urban bus tours for $18, while for those seeking peace and quiet, a tour of Lake Bovilla costs an average of $24. Kruja, very close to the capital, offers historical experiences for around $32.
In the north, Thethi and the Alps are popular destinations for adventurous tourists, with prices ranging from $51 to $145. The Shala River and Lake Koman offer two-day trips for around $65.
For outdoor activities, rafting on the Vjosa River costs $59, while hiking on Mount Dajti costs around $70.
With such a diverse offer and competitive prices, Albania remains an accessible and rich destination for every tourist. Albania is not just a place to visit, but an experience to be lived from south to north, for every taste and budget. With reasonable prices and a wide range of activities, our country is confirming itself as a tourist gem of the Balkans and beyond.
According to the latest tourist arrival statistics for this year, land transport is the main form that has brought the largest number of visitors to the country, leaving behind air and sea transport. Detailed analyses show that around 9 million people have entered Albania via land routes, making this the most used mode of transport by tourists.
Air transport is the second most popular form of transport, with 7.6 million passenger arrivals, the vast majority of which are foreign tourists. This indicator shows that Rinas Airport continues to be a key point for international tourist flows.
On the other hand, maritime transport has the lowest number of arrivals, with around 1.4 million passengers during the first 9 months of the year. The Port of Saranda has recorded the highest influx of maritime passengers, making it one of the most important ports for tourists who choose to enter the country by sea.
When comparing all forms of transport, it turns out that for every 10 people entering the Albanian territory, 5 of them come by land transport, 4 by air and 1 by sea transport. This report clearly shows that land routes remain the main artery for tourists visiting Albania, while air and sea transport meet the needs of visitors coming from further afield or who prefer alternative routes to enter the country.
This statistic also provides important insight for the tourism sector and transport authorities, highlighting the need for the development and maintenance of road, port and airport infrastructure to cope with the large influx of tourists in the future.
Expenditures by foreigners in Albania during the period January-September 2025 have reached around 4.42 billion euros, marking the highest historical level recorded to date. Compared to the same period in 2024, when expenditures were around 3.86 billion euros, the growth is strong, over 560 million euros more in just nine months.
This rapid expansion of income from foreign tourists confirms the continuation of the tourism boom that has characterized the country in the last two years.
According to other INSTAT data, 10.2 million foreign citizens entered the country during the January-September period. The combined data shows that the average expenditure per tourist increased to 431 euros for the 9-month period, from 398 euros in January-September 2024.
The spending of Albanians traveling abroad has also increased during 2025, reaching around 2.30 billion euros, from 2.09 billion euros a year earlier. The increase is notable at around 19.6%
For 2025, the net balance between the spending of foreigners in the country and the spending of Albanians abroad has reached 2.11 billion euros, another historical record.
Compared to 2024, when the balance was 1.77 billion euros, the improvement is significant. This brings Albania to the highest level of net benefits from tourism in the entire series of years reported.
If we look at the data since 2008, the benefits from tourism have increased more than 6-fold. From only 0.86 billion euros in spending by foreign tourists in 2008, Albania has reached over 4.4 billion euros in 2025.
What is expected from tourism for 2026?
In the new budget for 2026, funds for the development of tourism, culture and heritage have been increased, as part of the strategy to make Albania a more attractive, competitive and economically sustainable country. In these sectors, the 2026 budget has increased by 5.9% from last year, reaching 7.39 billion lek from 6.97 billion lek last year.
In the field of tourism, the objective is for Albania to become a year-round and quality tourist destination. For this reason, the draft budget foresees the strengthening of rules for cleaning services throughout the tourist season, so that coastal areas maintain the cleanliness and standards required for modern tourism. Also, another direction is the promotion of local products, to strengthen the identity of Albanian tourism and to boost the local economy. In parallel with this, the number of employees in this sector is expected to increase, as well as that of businesses operating in the field of agrotourism.
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