Millions of visitors and billions of euros — tourism has dominated much of the conversation around Albania in recent years. The country’s growing reputation as a Mediterranean destination has brought economic gains, but also sparked debate over its sustainability and seasonal dynamics.
.png "Albania’s Tourism Boom Faces Mixed Summer Expectations")
Like last year, this summer has seen concerns that Albania’s beaches may be less crowded than anticipated. In 2023, Prime Minister Edi Rama dismissed images and videos of empty beaches circulating online as part of an “organized attack” to harm Albania’s tourism industry. Later, he emphasized that the country should aim to attract higher-spending visitors rather than focusing solely on increasing tourist numbers.
According to data from the Albanian Institute of Statistics, the number of tourists has continued to grow — though at a slower pace than in previous years. The figures used for this analysis cover only the first half of each year, as data for July 2025 has yet to be released.
Visitors from Asia, Africa, and the Americas have increased compared to the same periods in earlier years. Still, around 95% of all foreign visitors come from Europe, with Kosovo consistently ranking as the largest source of inbound tourists.
Economic data from the Bank of Albania shows that foreign tourists spent about €5 billion in the country last year, averaging €427 per visitor. This amount remains lower than the per-capita spending seen in regional competitors such as Greece and Turkey. However, the World Travel and Tourism Council (WTTC) forecasts that tourist spending will rise in 2025 to €7.3 billion — equivalent to 26.4% of Albania’s GDP.
WTTC also projects that by 2034, the tourism sector will employ around 314,000 people, up from its current share of roughly 20% of the national workforce.
Where Tourists Go in Albania
In the south, pebble beaches and crystal-clear waters continue to attract the majority of summer travelers, while in the north, destinations such as Theth and Valbonë remain popular for their mountain landscapes. The Institute of Statistics also reports that several museums and national parks welcomed hundreds of thousands of visitors throughout 2024, underscoring the growing appeal of cultural and nature-based tourism alongside the coastal draw.