Why is Albania becoming the main tourist destination in Europe?

Europe brings to mind images of magnificent Parisian boulevards, ancient Roman ruins and sun -filled Spanish beaches, according to Travel off Path.

For decades, these Western European giants have dominated the lists of travel desires, attracting millions of tourists to their iconic monuments and their lives.

Let’s be realistic: these places are amazing, but we are all aware that summer in Western Europe brings massive crowds with very high visitors and prices.

But travel trends are changing. While classic destinations remain popular, smart tourists who require authentic experiences, stunning landscapes are turning their attention to east.

Forget visits to Kolose this year. There is a place that boasts Mediterranean beauty, with no crowds of visitors and high prices compared to its neighbors.

The Travel Off Path team has personally visited this developing country and fully agrees – it is an extraordinary holiday destination and a unique European country!

Prepare to explore Albania this summer!

Albania? The figures do not lie!

You may be surprised. Albania? Although it is probably not the first name to be remembered for vacation in Europe, statistics prove a rapidly growing destination in popularity.

According to the UN tourism agency, Albania experienced an extraordinary increase of 80% of tourist arrivals in 2024-compared to the levels before the Pandemia-placing it among world leaders for tourism growth.

The early figures for 2025 indicate that this trend is not slowing down, with the number of foreign visitors in January that has already increased by 14.5% compared to last year.

The charm of the Albanian Riviera without tightening the budget

One of Albania’s biggest attractions is the Albanian Riviera.

Think of wonderful coasts that remind you of Greece or Croatia, but at much more affordable prices.

As prices are inevitably rising – as it was noted in early 2025 – Albania still offers a relatively affordable Mediterranean experience.

You can reserve quality rooms in guesthouses or even seas hotels at prices that would make tourists in Italy « cry ».

What about the coast? Is spectacular.

The Albanian Riviera, which lies along the Ionian Sea, offers turquoise crystalline waters, dramatic rocks and beautiful beaches ranging from the living shores of Saranda to the increasingly famous and stunning beaches around Ksamil, often called « Maldives of Europe ».

Hidden bays like, the beach of Gjipa or the shores near Dhermi offer perfect relaxation as on postcards.

You can enjoy dinners with fresh seafood near the coast at affordable cost.

In addition to beaches: history, mountains and culture

While the Albanian Riviera can attract attention, Albania’s attractions go much deeper than its coastline.

This is a place with a rich history and stunning diverse landscapes.

History lovers can explore three UNESCO World Heritage Sites.

Walking on the steep roads, paved with stone of Gjirokastra, « Stone City », amazed by its unique architecture of the Ottoman era and the magnificent castle.

Visit Berat, « The City of One Windows », where white houses seem to fall from the slope of the hill to the river.

Explore the ancient ruins of the Butrint National Park, a place inhabited by prehistoric times, where Greek, Roman, Byzantine and Venetian history appears.

Discover the living and colorful capital, Tirana, a city that is giving up its communist past – with numerous cafes, markets like New Bazaar, fascinating museums – including Cold War bunkers – transformed into art spaces like Bunk’art and the magnificent Skanderbeg Square.

For nature lovers, the Nemuna Mountains (Albanian Alps), in the north offer trails for walking and dramatic landscapes, while the Qafa e Llogora offers a stunning coastal journey.

Time to visit Albania is right now

The time to visit Albania is right now. Improved flight links and internationally increasing popularity means that it is easier to visit than ever before.

However, this rapid growth means that the days when it was a completely undiscovered secret are numbered.

While Albania still offers authentic and less crowded experience than many neighbors, the word is spreading rapidly.

If you are looking for a European destination in 2025 that combines the stunning natural beauty, interesting history and hospitable locals – Albania should be at the top of your travel list.

It offers an increasingly rare intersection: a place that gives the feeling of exciting and deeply historical innovation.

Visit Albania before everyone else does – you will not regret after discovering the rising star of Europe!