#Albania

In 2024, Albania welcomed 11.7 million foreign visitors, a 15.2% rise from the year before, with travelers from the Americas among the growing segments. Nestled in the Adriatic’s southern front, Tirana—once a quiet capital of a country long isolated from much of the world—is quietly transforming into a launchpad for global explorers, digital nomads, and families seeking a different European experience. A growing spine of expats, drawn not only by sun-soaked beaches and Alpine scenery but by a still-cheap cost of living and a sense of “untouched by mass tourism,” is turning Tirana into a real-world case study in how small nations reinvent themselves in the modern travel era. It’s a story that resonates with readers who want value, safety, and a chance to weave new chapters into their lives without breaking the bank.

Albania’s now-famous “hidden gem” allure is being tested by a wave of visitors that crowds places once praised for their quiet charm. In the village of Jale, once a postcard-image of sunlit beaches and unspoiled shorelines, the sense of discovery is giving way to queues, rising prices, and growing concerns about waste and traffic. A new wave of research and on-the-ground reporting suggests that the very appeal that drew travelers to Albania’s lesser-known corners could be at risk if planning, investment, and local voice are not better aligned with the realities of growing tourism.