Once a well-kept Balkan secret, Albania is now racing towards becoming Europe’s next tourism heavyweight.
With just over 3 million visitors in 2015, the country is now setting its sights on an astonishing 30 million tourists annually by 2030, outpacing even established destinations like Croatia and Portugal.
Post-pandemic momentum has fuelled this surge — in 2023 alone, 10 million travellers arrived, marking a 56% increase compared to pre-COVID figures.
Only Qatar and Puerto Rico have seen faster growth globally.
Attractions like the ethereal Blue Eye spring, the ancient ruins of Butrint, and the stunning beaches along the Ionian coast are drawing a new wave of curious adventurers — and big investors.
Jared Kushner and Ivanka Trump are backing a $1.4 billion luxury hotel project on Sazan Island. Yet, rapid growth raises concerns.
Environmental damage in coastal towns like Sarandë and unaffordable housing echo the challenges seen in hotspots like Mallorca.
