Albania’s once-booming beach tourism sector is showing signs of fatigue, particularly among Italian travelers who, until recently, had embraced the country as a low-cost, scenic alternative to traditional Mediterranean destinations, according to an article published by Italy’s Corriere della Sera.
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| Coast in southern Albania near the village of Vuno |
Viola’s agency has recorded a significant drop in bookings compared to three years ago, when Albania saw a 30% surge in Italian visitors, largely thanks to its affordability and natural beauty. “Let’s be clear,” Viola adds, “Italian household incomes are in constant decline, and vacations are becoming a financial burden. While Albania once offered a solid cost-benefit ratio, that equation no longer holds. Current bookings are less than half of what they were three years ago. We’re staying afloat thanks to organized tours to Egypt, Dubai, and Spain. Overall business is up due to this diversification.”
Instead of heading abroad, many Italians are now choosing domestic options like Puglia, taking advantage of weekend getaways in coastal resorts and staying in B&B-style hotels. This reflects a broader trend: the middle class is cutting back, choosing destinations closer to home or expecting more value for their money abroad.
Massimo Salomone, coordinator of the tourism section of Confindustria Puglia and president of its Bari and BAT divisions, acknowledges Albania’s rapid rise as a tourist destination, supported by investments in infrastructure and improved bureaucracy. Still, he cautions: “The idea of Albania as a low-cost destination can be misleading. Issues remain—service quality, pricing transparency, and overall tourism standards. These need serious attention, as several travelers have pointed out.”
Salomone emphasizes that competition isn’t the goal. “Rather, we aim to build positive synergy. Albania and Puglia share the Adriatic Sea and a rich cultural history. This can form the basis for integrated tourism and infrastructure projects. Still, Italy—especially Puglia—remains extremely popular among Italian tourists.”
The sentiment is echoed by Piero Innocenti, Vice President of Fiavet Puglia. He highlights a broader issue affecting the middle class: the rising cost of travel is making budget destinations less attractive unless savings are truly significant. “The customer segment willing to accept lower service quality in exchange for low prices no longer sees enough of a benefit. Albania’s prices have gone up, and that’s discouraging. This is also true for Croatia and Montenegro. Greece, by contrast, is managing to maintain its appeal.”
As for the cruise sector, it continues to perform well, with strong bookings expected through September and October. Meanwhile, in Puglia, tourism is following a stable trajectory, buoyed by continued growth in international flight connections.
In conclusion, while Albania remains a destination with potential, its recent price increases are putting off travelers—particularly from Italy—who once saw it as a budget paradise. The tourism industry may need to recalibrate its offerings and focus on quality and value to regain its momentum.