Albania has long been one of Europe’s most underrated destinations, but that’s changing fast. Thanks to relaxed visa requirements and expanded international flight routes, the country is quickly rising on the travel radar. In 2024, Albania welcomed a record 11.7 million international visitors, a surge driven in part by the global rise in interest in lesser-known Mediterranean escapes – which means that now is prime time to see this beautiful country before it books up.
“Albania is quickly gaining recognition for its mix of history, unspoiled coastline and emerging food and wine scene,” says Denison. “The Unesco-listed town of Gjirokastër, the pristine beaches of the Albanian Riviera and the vineyards of Berat create a Mediterranean escape that is still under the radar but rapidly gaining momentum.”
New infrastructure projects are smoothing the journey (fewer potholes are always a plus). Albania is also investing in luxury accommodations, including the Green Coast Hotel near the Unesco World Heritage site of Butrint, which is set to provide unparalleled luxury nestled among the sea caves. “Albania is poised to become a major player in luxury travel,” Denison adds.
While hotpots like Ksamil are growing in popularity, travellers who venture just a little beyond the crowds are rewarded with clear turquoise waters that rival the Greek Islands. Inland, the Accursed Mountains‘ dramatic landscapes draw hikers and adventure seekers to the country’s rugged north. Stylish coastal stays like La Brisa Boutique Hotel in Dhermi place you just steps from the sand; while major developments like the new Marriott in the Vlora Marina (expected to open in 2028) signal that this Mediterranean up-and-comer won’t stay quiet for long.
Best time to visit: The summer months are prime time in Albania – and not yet experiencing the crowds of neighbours like Greece. The warm weather makes for ideal beach, hiking and exploring conditions.
Want to explore even further? Check out the BBC’s 25 Best Places to Travel in 2025.
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