In recent years, Albania experienced a tourism boom fueled largely by Italian visitors, drawn to its pristine coastline, unspoiled nature, and wallet-friendly prices. Dubbed the “Albania Effect,” this trend brought thousands of Italian tourists to the shores of the Adriatic and Ionian Seas. However, in 2025, the momentum appears to have stalled significantly, according to a report by and Italian newspaper Corriere della Sera.
A Steep Decline in Interest
Michele Viola, director of the Italian travel agency Goodays, confirms that the first signs of decline were evident at the end of last year’s summer season. “Very few people are calling to book holidays in Albania. Organized groups are shifting towards other destinations,” Viola explains. Data from Goodays reveals that demand for trips to Albania has dropped by more than 50% compared to three years ago, when the country was enjoying a 30% annual increase in Italian visitors.
The reasons behind this drop are multifaceted. While Albania had once stood out for its unbeatable combination of affordability and natural beauty, Viola notes that the cost-benefit ratio is no longer as appealing: “Household incomes in Italy are shrinking, and holidays are becoming a luxury. Previously, Albania offered excellent value for money—today, that’s no longer the case.”
Evolving Perceptions and Rising Expectations
Massimo Salomone, tourism coordinator for Confindustria Puglia, acknowledges that Albania has made significant progress as a tourist destination, particularly due to rapid infrastructure investment and improved governance. However, he issues a cautionary note: “The idea that Albania is a ‘low-cost’ destination is often misleading. There are persistent issues related to service quality, price transparency, and tourist offerings, many of which are raised by travelers themselves.”
According to Salomone, the aim should not be to compete but to collaborate, especially since regions like Puglia and Albania share not only the Adriatic coastline but also deep-rooted cultural heritage.
Changing Tourist Behavior
Consumer expectations are also evolving. Piero Innocenti, a representative of the Regional Association of Travel Agencies in Puglia (Fiavet), explains that travelers who once accepted modest services in exchange for lower prices are now more discerning. “Prices in Albania have increased, and this is discouraging tourists. The same is happening in other former ‘budget’ destinations such as Croatia and Montenegro. Greece, on the other hand, is holding its position well in the market.”
Conclusion
The 2025 tourist season marks a turning point for Albania's appeal to Italian vacationers. The combination of rising prices, diminished perceived value, and growing expectations among Italian tourists has chipped away at the once-powerful "Albania Effect." While Albania continues to offer scenic charm and emerging infrastructure, maintaining a competitive edge will require consistent service improvements, transparent pricing, and a refined tourism strategy to meet the demands of today’s more selective travelers.