Albania, among the main tourist destinations/ Oxford Economics forecast: Our country, among the "greatest" on the continent
Oxford Economics predicts a significant increase in global tourism for 2026, with the US, Spain, Italy, Turkey, Greece, France, China, Albania and Germany expected to top the list of most visited destinations. This strong growth is driven by a combination of factors, including the post-pandemic recovery, rising disposable incomes and growing demand for diverse travel experiences. The year 2026 is expected to see a record number of international visitors, becoming a crucial year for the global travel industry.
In this growth, Albania, Malta and Montenegro are among the countries making significant strides forward. Albania has marked a significant improvement, moving up from 67th place in 2010 to 36th place in 2026. Affordable prices, improving air connections and favorable entry policies have contributed significantly to this positive trajectory.
During the first 11 months of the year alone, around 11.7 million foreign nationals entered Albania. This figure shows a high intensity of movements and a stable demand for the destination Albania, with an increase of 6.6% compared to the same period in 2024. Also, overnight stays in the country, especially during the second quarter of the year, have marked a high increase compared to many other countries.
According to the latest Oxford Economics and Global Key Themes 2026 report, international arrivals globally are expected to grow by 8% in 2026, compared to 5% in 2025. Europe is expected to register a growth rate of 6%, up from 5% a year earlier, even as global GDP growth is forecast to slow to 2.7%, down from 2.9%. Despite these economic challenges, travel demand is expected to remain strong. Key factors include improving traveler confidence, a revival in outbound travel from China and the continued recovery of the Middle East. Southern Europe, particularly the Mediterranean region, is consolidating its position as one of the dominant global tourism hubs.
The role of artificial intelligence (AI) in shaping the future of tourism is also becoming increasingly important. AI is now a key tool for searching for deals and personalizing travel experiences, especially for younger generations. Generation Z and Millennials are using AI tools for travel planning at a rate over three times higher than older generations.
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