Tourism in Albania Keeps Growing: Longer Seasons, New Visitors, and More Revenue

Tourism in Albania has experienced significant growth in recent years, with new records being set for both arrivals and revenues. Once overlooked, the country is now catching the attention of travellers from all over the world, and the trend doesn’t seem to be slowing down.

Here’s what we know so far:

A Season That Lasts Longer

Traditionally, Albania’s coastal hotspots were busy only in the peak summer months. This year, however, places like Durrës have extended their tourism calendar into October. Hotels and service providers stayed open longer to welcome visitors, especially from Nordic countries, who prefer to travel in autumn.

As a result, according to Euronews, revenues in Durrës alone are expected to be 10–20% higher than last year.

This shift tells us that Albania is no longer seen just as a short-season destination but one that can offer experiences well beyond the summer.

Rising Number of Visitors

The overall growth is clear in the statistics. In 2024, Albania welcomed 11.7 million foreign visitors, a 15% increase compared to the previous year. In the first half of 2025, arrivals went up by another 5%, reaching 4.76 million.

June 2025 stood out in particular: foreign visits increased by 37% compared to the same month in 2024, with the coastal areas recording an impressive 42% growth.

Who’s Visiting Albania

While there has been a drop in visits from the diaspora and neighbouring Kosovo, Western and Northern Europe are filling that gap. Albania is now seeing more travellers from England, France, Austria, and the Nordic countries, in addition to traditional markets like Italy, Poland, and the Czech Republic.

This diversification shows that Albania’s appeal is widening and that the country is becoming a serious player in the European tourism market.

Infrastructure That Supports Tourism

Tourism in Albania is also benefiting from improved infrastructure. Tirana’s airport surpassed 10 million passengers in 2024, almost double pre-pandemic levels. A brand-new international airport in Vlora completed its first certification flight in May 2025, opening direct access to the southern Riviera.

Meanwhile, the Llogara Tunnel, inaugurated in 2024, has cut travel times along the Ionian coast, making road trips easier and more attractive.

These investments mean visitors can now reach Albania’s beaches, mountains, and historic towns more comfortably than ever.

Beyond the Beaches

Beaches remain Albania’s biggest draw, but other attractions are gaining ground. The UNESCO-listed cities of Berat and Gjirokastër are seeing a steady rise in visitors, while the Vjosa River was declared Europe’s first wild river national park, an important step for eco-tourism and conservation.

Travellers are beginning to see Albania not only as a place for summer holidays but also as a destination rich in culture, history, and nature year-round.

Tourism’s Impact on the Economy

The growth in visitor numbers is directly linked to economic benefits. In 2024 alone, tourism helped drive record levels of tax revenue, with businesses in coastal areas, hotels, and local services reporting strong demand.

More tourists mean more jobs, from restaurants and hotels to transport and local guides, making tourism one of Albania’s most important economic drivers.

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Sustainability and Future Challenge

As visitor numbers continue to rise, the conversation around sustainability is becoming more urgent. Protecting Albania’s coastlines, heritage towns, and natural parks will be essential if the country wants to maintain its appeal long-term. Initiatives such as the creation of the Vjosa Wild River National Park show that steps are being taken, but balancing growth with preservation will remain a challenge.

Looking Ahead

With more visitors, longer seasons, and expanding markets, Albania is quickly transforming from an underrated gem into a recognised travel destination. The challenge now will be to balance this growth with sustainability, protecting the natural and cultural treasures that make Albania unique while continuing to welcome the world.