For decades, the Mediterranean travel circuit has recycled the same glittering destinations — Capri, Saint-Tropez, Mykonos, and Ibiza — where mega-yachts dominate the harbors and a simple seaside lunch can cost as much as a modest vineyard in the Balkans. But seasoned travelers, those who whisper names at dinner parties and treasure the thrill of discovery, have quietly circled a new name on their maps: Albania.
Yes, Albania, the forgotten cousin of the Adriatic Club.
Tucked between Greece and Montenegro, Albania boasts a rugged yet mesmerizing Ionian coastline, rich in authenticity and untouched beauty. Long overshadowed by Croatia and misunderstood by much of Western Europe, Albania was sealed off for decades under a repressive communist regime — rendering it a blank spot on the Mediterranean map. But that’s exactly what makes it so enticing right now.
The Rise of the Albanian Riviera
Head to southern Albania and you'll find the Albanian Riviera — a stretch of coast rivaling the Greek islands or the Amalfi coast in natural beauty, but with none of the pretentious gloss or steep price tags. Picture crystal-clear waters, dramatic cliffs, and pebble beaches, framed by olive groves and unspoiled hills.
In Palasa, the newly opened Green Coast Hotel, part of Accor’s MGallery collection, offers a taste of understated luxury. Earthy tones, stone floors, seafront yoga sessions, and even paragliding give you a glimpse into a destination transitioning from backpacker secret to boutique hotspot. One day you're sipping homemade iced coffee at a plastic table on the beach; the next, you’re having cocktails as the sun sets behind jagged cliffs.
Where Time Slows Down
Just a few kilometers south lies Dhërmi, one of Albania’s most beloved seaside villages. With its vibrant summer nightlife, beach bars, and family-run guesthouses, Dhërmi blends local charm with growing global appeal. Hotels here might not have spas or infinity pools, but you’re always a few barefoot steps away from the sea — and a grilled fish platter with cold local beer won’t break the bank.
Further along the coast, Jala buzzes with young travelers, especially during summer music festivals. But for serenity, make your way to Gjipe Beach. Hidden between cliffs and reachable only by foot or boat, Gjipe is a secluded paradise — no hotels, no roads, just hammocks between trees and a tiny beach bar running on a generator.
Why Albania Feels Different (For Now)
What makes traveling to Albania in 2025 so special isn’t just what it has — it’s what it doesn’t have. No mega-resorts. No €80 sunbeds. No tour groups crowding ancient ruins. Albania is still raw in places: roads can be rough, public transport unpredictable, and plans may shift unexpectedly. But it rewards you with generosity — heaping plates of grilled meat or fish, homemade wine, and warm-hearted locals insisting you try their homemade rakia.
A Country on the Brink of Change
Yet, change is on the horizon. The new Vlora International Airport is expected to open soon, making the southern coast more accessible than ever. Luxury beach clubs are beginning to appear, and international hotel brands are eyeing the coastline. So, if you want to experience a slice of the Mediterranean that still feels like a discovery — complete with Ottoman towns, wild mountains, and an unspoiled coast — Albania is the place to go, and the time to go is now.