While its big sister Greece has nothing left to prove in terms of tourism, Albania is increasingly winning over the hearts of travellers. And rightly so. With its archaeological sites, heavenly beaches and wild mountain ranges, the Balkan country should continue to attract lovers of picturesque scenery.

Recently, videos and photos have been posted on social networks depicting Albania as an idyllic country for holidays in the sun. It’s a great PR coup for the region, located just above Greece, which is receiving more and more tourists. In 2022, Albania recorded 7.5 million international arrivals, according to the World Tourism Organisation. The following year, no fewer than 10 million people set foot on Albanian soil. And the rise is set to continue this year. From January to September, 9.7 million foreign visitors have already been recorded, almost the annual level for 2023.

4.2 billion euros in revenue by 2023

The country thus ranks fourth in the world for the highest rate of increase (over 53%) in international tourist arrivals in 2023 compared with 2019. Revenue from tourism is expected to reach €4.2 billion in 2023, compared with €2.8 billion in 2022. The aim is to multiply this revenue by a factor of 4 by 2030, according to the country’s plan orchestrated by the Mayor of Tirana, Erion Veliaj, and the Minister for Tourism and the Environment, Mirela Kumbaro.

She does, however, qualify Albania’s prospects for tourism. ‘The aim is not mass tourism. We have 10 million foreign visitors for a population of 2.5 million. We’re not looking for 20 or 30 million visitors. What we want for 2030 is to offer a top-of-the-range product that will enable us to increase our income from tourism, while developing a model that respects the environment, with particular attention paid to protecting the country’s natural resources.

This move upmarket has resulted in 17 5-star hotels. Five years earlier, Albania had none. Melia Durres Albania, Villa Pascucci, Inn Hotel, Xheko Imperial Luxury Hotel & SPA and Priam Hotel Luxury Resort are among the country’s most renowned establishments.

Gastronomy is also king. Try Fërgesë Elbasan, Tavë Kosi, Speca të ferguara, kukurrec, pita or Mish Jahni.

Tourism boosts Albania’s GDP

This dynamic has made a major contribution to the country’s economic growth. Almost 5% by 2022 to be precise. GDP has risen from 12.3 billion dollars in 2012 to 23 billion dollars in 2023. Albania has invested massively in tourism to offer modern and attractive settings. Between 2018 and 2023, four greenfield projects have been announced in the tourism cluster, totalling $135 million. Thanks to the Strategic Investment Law, 21 strategic tourism-related projects were started or completed between 2016 and 2023, with more than €3 billion put on the table.

‘Albania offers many investment opportunities in the tourism sector. Thanks to its strategic geographical position, a developing infrastructure and the government’s desire to encourage foreign direct investment, Albania is an attractive destination for investors. These factors have played a decisive role in Albania’s current growth and development,’ said Zurab Pololikashvili, Secretary General of the World Tourism Organisation.

Beaches, mountains and unusual villages

It’s hard to get bored in Albania. The country, 70% of which is mountainous, is a paradise for hikers. The Llogara National Park is a must, with its lush greenery and traditional chalets. There’s also the Osum Canyon, with its vertical cliffs and emerald green river below. And if you want to feel truly disconnected, head for Valbonë National Park. There are few tourist facilities here, but there are kulla, traditional houses made of wood and stone.

Among the most beautiful villages in Albania are Vermosh, in the north, Valbonë, in the county of Kukës, Kruja, a must-see medieval site, and Girokastër, a municipality whose historic centre is a UNESCO World Heritage site with a fortress. Lin, Berat, Dhërmi, Borsh, Shkodra, Libohova and Theth are also worth a visit. Not to mention Tirana, the capital, with its Skanderbeg square, its National History Museum, Bunk’Art 1 and the House of Leaves, its central market, its Dajti Express cable car that takes you up to an altitude of 1,600 metres to discover Mount Dajti, and last but not least, the colourful facades and street art of its buildings.

To cool off when the mercury rises, the beaches are highly recommended. The advantage of Albania is that these white sandbanks and turquoise waters are scattered all along the coast. The seaside resorts of Saranda and Dhermi boast magnificent little coves. A true Albanian Riviera! The lakes are also well worth a visit, notably Lake Ohrid, Lake Komani and Lake Shkodra.

All that’s left to do is book your holiday in Albania. And to make the most of the sunshine, we recommend that you travel between May and September.

(Source: Luxus Magazine)