Albania named a 2025 tourism success story as global travel hits records
Global tourism is having a record year—and Albania is among the ten standout destinations of 2025. UNWTO data show international visitors to Albania up 80% this year, cementing the country’s rise from hidden gem to an established tourist destination.
Why is this important: Tourism is a key pillar of Albania’s economy, and the latest figures suggest that years of public and private investment—in airports, roads, heritage sites, and service standards—are bearing fruit.
Context: The Albanian Riviera—long a “hidden pearl”—is drawing growing crowds with untouched beaches, clear water and a relaxed Mediterranean vibe. Travel media and agencies continue to spotlight the country; most recently, Travel Binger ranked Berat and Shkodër among top Balkan picks for their nature, history, food and budget-friendly prices. Beyond the coast, Albania’s historic monuments, wild landscapes and picturesque villages offer a fresher alternative to over-touristed Mediterranean staples, with affordability and warm hospitality encouraging repeat visits.
Next steps: With demand rising, authorities and the private sector face a balancing act: improve access and services while preserving cultural sites and natural assets. Expanding shoulder-season offerings and dispersing visitors beyond the busiest hotspots will be key to sustaining growth.
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