Once a quiet whisper on the European travel circuit, Albania is now roaring into the spotlight. In 2024, the country welcomed a record-breaking 11.7 million international visitors, cementing its status as one of Europe’s fastest-growing travel hotspots. With relaxed visa policies, expanded international flight routes, and a wave of luxury investments, Albania is quickly shaking off its "underrated" label—and savvy travelers are taking notice.

Unspoiled Beaches and a Growing Riviera

Albania’s crown jewel is its coastline. Stretching along the Ionian Sea, the Albanian Riviera rivals the likes of Greece and Italy—without the crowds or price tag. The once-sleepy town of Ksamil is now one of the hottest beach destinations, but for those willing to explore further, secluded coves, turquoise waters, and sun-bleached cliffs await.

Stylish coastal stays like La Brisa Boutique Hotel in Dhermi offer a blend of comfort and authenticity just steps from the sand. Meanwhile, developments like the Marriott in Vlora Marina (opening in 2028) suggest the luxury travel world has officially taken notice.

Historic Cities and UNESCO Gems

Culture vultures are spoiled for choice. The UNESCO-listed towns of Gjirokastër and Berat are a deep dive into Albania’s layered history—think Ottoman architecture, cobblestone streets, and centuries-old fortresses. In the south, the ancient ruins of Butrint rival the grandeur of Pompeii, and a new luxury hotel—the Green Coast Hotel—is rising nearby to elevate the experience even further.

Inland Adventures: Mountains, Hikes & Hidden Villages

Beyond the beaches, Albania’s rugged interior offers breathtaking natural beauty. The Accursed Mountains in the north call to hikers, photographers, and adventurers alike, with dramatic landscapes and alpine villages that feel untouched by time. It’s the perfect contrast to the sunny, laid-back vibe of the coast.

Emerging Wine and Food Scene

Albania is also making waves with its emerging food and wine culture. Vineyards around Berat are producing quality wines, while restaurants across the country are championing farm-to-table dining that fuses Mediterranean flavors with Balkan heartiness.

“Albania is quickly gaining recognition for its mix of history, unspoiled coastline, and emerging food and wine scene,” says travel expert Denison.

Getting There & Getting Around

Infrastructure is improving quickly, with new roads and reduced travel times making the country more accessible than ever. International flight routes are expanding, and for now, Albania still enjoys fewer tourists than its neighbors, making it a sweet spot for those looking to discover Europe’s next great escape.

Best Time to Visit

Summer (June to September) is peak season—with warm beach weather, long days, and buzzing energy, especially in coastal areas. But even then, Albania isn’t as packed as Greece or Italy. Spring and early fall offer ideal conditions for inland exploration and fewer crowds.

Conclusion: The Secret’s Out

Whether you’re drawn to secluded beaches, ancient ruins, or boutique coastal stays, Albania offers authentic, high-value travel in one of Europe’s last truly untapped destinations. The time to go? Right now—before the world catches on.