Ksamil has one of the most popular beaches in Albania (Image: Getty Images)
A country that’s roughly three hours from the UK has been tipped to be ‘Europe’s answer to the Maldives’ thanks to its unspoiled white sand beaches, lush green backdrops and over 300 days of sunshine.
In recent years, Albania has become an emerging holiday hotspot, with tourists sharing plenty of enviable images of sun-soaked beaches and sunset cocktails on social media, causing an increase of interest.
One particular highlight is the coastal village of Ksamil which is famed for its crystalline waters and sandy coves, as well as a handful of islands. Unsurprisingly, more Brits are considering Albania for their summer breaks, and heading to travel agents for top tips – but the experts are cautioning that Albania is just at the start of its journey as a tourism destination, so manage your expectations if you are planning a trip.
“Albania was supposed to be the 2026 or 2027 destination of the year, but I think it’s going to take another couple of years for it to really take off,” travel agent Amanda Mollentze, from Triangle Travel, told us exclusively. “It is beautiful. One of our staff members went there on a family trip and absolutely loved it. I think it’s an up-and-coming destination”.
The Albanian Riviera has been tipped to be Europe’s ‘answer to the Maldives’ (Image: Getty Images)
She believes that Albania is still “the unknown” when it comes to what package holidays could look like, and that “it is going to take a little bit of time for people to be confident about going there”, as “it’s never really opened its doors to tourists until now”.
Still, she thinks Albania is tipped to follow in the footsteps of the likes of Malta, Montenegro, Kazakhstan and Uzbekistan, all of which have enjoyed an influx of tourism in recent years, and put in stronger infrastructure to cope with the demand.
It’s worth noting agents aren’t saying to avoid Albania; there is so much to see and do, and it has got some infrastructure in place for tourists. However, it’s more about being realistic about the kind of holiday you could expect.
If you like going off the beaten track, then there’s heaps to explore, whether that’s a hike through the breathtaking Albanian alps, or discovering the UNESCO-listed Gjirokastër, dubbed the ‘Stone City’. Then of course there’s capital Tirana where you’ll find plenty of museums, shops, cafes and restaurants for a city break that isn’t packed with crowds. (You can find out more about the highlights on akt.gov.al).
However, if you’re picturing the types of all-inclusive package holidays you can find in the likes of Portugal, Spain and Greece, then Albania may not fit the bill just quite yet.
Richard Slater from Henbury Travel shared a similar sentiment. He explained: We get lots of enquiries about Albania, but I think it’s a touch too early to get excited about it. People want to be guided; we’ve seen strong interest in Montenegro, Malta and Madeira. These places weren’t necessarily mainstream a few years ago.”
Experts think it will take a few years for Albania to become a firm hotspot (Image: Getty Images)
Getting to Albania isn’t particularly difficult; Wizz Air, Ryanair and British Airways all offer direct flights from the UK, with deals from £28 on Skyscanner, and fares from £104 during peak summer months including August. However, Tirana is currently the main serving airport, which means you’ll need to get organised if you want to go venturing further afield around the country.
Ashley Quint from TravelTime World said that Albania is a destination “where everybody talks about it” but “it’s just not practical” for those who want a traditional ‘fly and flop’ holiday. However, he caveated that plans to open Vlorë airport could “make it a whole lot more of a viable destination” for those who want to be able to enjoy the all-inclusive style resorts found in Greece, the Canary Islands and Portugal.
That’s not to say it shouldn’t be on your bucket list; the beautiful landscapes are still beautiful, and the locals are welcoming to tourists. Travel time is a big factor; if like a holiday with a short transfer from the airport, it may not be the right destination for you yet.
Ashley added: “As it is at the moment, when you can only fly into Tirana and all of the places you want to visit – most people want to stay in the South – is a long transfer, it’s just not practical at the moment.
“Once we’ve got [Vlorë airport] up and running, once they have done a little bit more development on the towns and resorts there, it will be there. I’m going to guess it’s going to be on the same sort of level as somewhere like Bulgaria.”
