When I was a kid, my parents took me on holiday to Kassiopi on the north east coast of Corfu. I remember looking out to sea and seeing across the water the outline of a distant, mysterious land. I recall being captivated by the twinkling lights dotted along its coast and the frequent wisps of smoke that seemed to billow up from further inland.
The distant land I was looking at was Albania.
Up until a year or so back, my knowledge of Albania consisted of its general location (i.e. near Corfu) and the fact it is prone to summer wildfires, hence the random pillars of smoke I used to see. Oh, and it’s also never won Eurovision.
Nowadays, Albania is an altogether more ubiquitous beast. What was once (to the uneducated like myself), a Balkan nation shrouded in mystery, is now emerging as a major gameplayer for tourists seeking sun, sea, adventure…and cheap beer (and boy, is it cheap).
Google is flooded with articles and blogs about Europe’s ‘hidden gem’; from broadsheets such as The Guardian to independent travel bloggers and everything in between, each one gushing about pristine beaches, rich history, vibrant festivals and affordable prices.
Unsurprisingly, this surge in interest is reflected in what we’re searching for online. The keyword ‘holidays in albania’ has seen a dramatic uptick in interest over the last two years, as demonstrated by Google Trends data below:
Data from Semrush tells us that search volume for the same term is up more than 387% in July 2024 compared to the same month in 2022. Further evidence that what we’re seeing and reading about online is piquing our interest considerably.
“It’s 100% one of the most up and coming destinations” says travel expert Eve Moir, part of the Travel Counsellors franchise, “and it appeals to all age ranges and demographics. I’ve booked trips for groups of friends in their 50s as well as romantic getaways for couples in their mid-20s and the feedback about the food and stunning scenery has always been incredible”.
How many people are visiting Albania?
Albanian data statistics agency INSTAT reported that 377,211 international travellers visited Albania in January 2023, almost double that of the same period in 2022. The number of domestic tourists also increased from 259,835 in January 2022 to 456,239 in January 2023, an increase of over 75%.
2024 is already seeing record numbers of visitors, with 4.5 million foreign visitors reportedly visiting Albania in the first six months of the year, marking a 34% increase compared to the same period in 2023.
Financially, this is great news for Europe’s fifth poorest nation, as travel and tourism revenue is projected to reach US$76.79m, with an anticipated annual growth rate of 5.14% from 2024 to 2029.
Why now?
The likes of TikTok and Instagram are all over Albania at the moment. Savvy content creators and influencers are turning away from done-to-death locations such as Dubai and the Maldives, and are seeking out fresh and original backdrops to engage their followers while showcasing the beauty of European travel’s latest poster boy.
The Dua Lipa effect
While Dua Lipa may not have the world eating out of her hand to quite the same extent as a certain Ms Swift, there’s little doubt this global megastar has played a seismic role in putting Albania on the map, particularly among Gen Zedders. Born to Albanian parents, Dua Lipa has frequently used her vast platform to champion the country, even being granted Albanian citizenship for promoting the country through her music and fame. Having such a tour de force singing the praises of your nation must be a PR dream for Albanian travel marketers.
Can Albania support this influx of tourism?
That’s the million-dollar question (and the Albanian government could do with a million dollars to help improve the country’s infrastructure).
To give you the briefest of history lessons, Albania remained isolated from the world for decades, hidden away behind the Iron Curtain. Following the fall of communism, over a million people left the country to seek better wages and new opportunities abroad, leaving a sizeable gap in the workforce. Quite simply, there was not enough people of working age left in the country to build roads, drive trains, work in hotels or serve in restaurants.
But Albania is gradually shaking off its ‘poor relation’ reputation. Employment grew by 1.2% YoY in Q3 2023, and GDP growth is estimated at 3.3%. Wages are slowly rising too, meaning people of working age are less inclined to leave the country (although many still do as wages remain low compared to other European countries). There are also more flights into Albania than ever before, with a 141% increase in daily flight traffic since 2019.
While all this is good news, there is still some way to go before Albania can truly rival its Mediterranean neighbours. Roads are generally in poor condition. Public transportation is scarce and accommodation is still pretty basic, so those seeking genuine 5 star luxury may be disappointed, despite the fact it is precisely this demographic that Albanian Tourism Minister Mirela Kumbaro wants to attract.
“We are aiming for high-end tourism in Albania” explained the Minister, whose brief also includes the environment, adding “you will not have mass-market holidays on the beach at Albanian resorts”.
The challenge here is that Albania's affordability inevitably makes it an attractive destination to a broader demographic, including 20-somethings keen to experience the country’s lively festivals, stunning white sands and cheap alcohol. It also runs the risk of becoming a prime target for British stag and hen do’s and ‘lads holidays’, especially now the likes of Barcelona, Amsterdam and Prague have actively discouraged these types of travellers from visiting. And with budget airlines such as Ryanair and Wizz Air flying direct to the capital city of Tirana, it’s surely only a matter of time before boozed up Brits descend en masse.
Final thoughts
The future’s bright for Albania. When I think back to being a kid on holiday in Corfu, Albania seemed like a complete enigma. Now, I’m sitting here writing about it, exploring its meteoric rise as a tourism destination and how perceptions and realities can shift so dramatically.
Digital Marketing has played a part in amplifying the country’s reach, particularly via platforms such as TikTok, which have enabled content creators and global superstars to give us a tempting glimpse into Albania’s breathtaking scenery and evolving nightlife. This all happens to coincide with a renewed post-pandemic desire for new and bespoke travel experiences – and for many, Albania fits the bill perfectly.
But, as ever, the influx in interest is a double-edged sword. On the one hand, it’s great news for Albania’s economic growth. On the other, a swift and strategic response is needed to ensure sustainable development. There also needs to be careful planning around how to swerve the risk of becoming the next Barcelona or Mallorca in terms of mass tourism.
I’m pretty excited to see what lies in store for Albania. Who knows? Maybe one day I’ll visit and be able to gaze out to sea, like I did as a child, only this time it’ll be the island of Corfu gazing right back at me.
