Albania’s tourism industry, once celebrated as one of Europe’s fastest-growing destinations, is now showing signs of instability in key markets. While the country continues to attract travelers from around the world, recent data from the Institute of Statistics (INSTAT) reveals notable shifts in the origins and behavior of foreign visitors.
Over the past few years, Poland and Italy emerged as Albania’s strongest tourism partners, with Polish and Italian visitors playing a crucial role in promoting the country abroad. However, the latest figures suggest that both markets are now weakening, raising concerns about Albania’s ability to maintain sustainable tourism growth.
Sharp Decline in Polish Visitors
Polish tourists, who were among the earliest to discover Albania’s Adriatic charm, are visiting in smaller numbers this year. According to official data, arrivals from Poland dropped by 9.2% in the first nine months of 2025 compared to the same period in 2024.
This decline translates to around 27,000 fewer Polish visitors — a significant decrease for a market that had been steadily growing for nearly a decade. Experts attribute the drop primarily to individual travelers who, in past years, organized their own trips rather than joining tour groups. The main factor behind this decline appears to be rising travel and accommodation costs, which have made Albania less competitive compared to nearby destinations such as Greece, Montenegro, or Croatia.
Italy’s Growth Stagnates
Italy, which had seen one of the most impressive increases in visitor numbers over the last few years, is also showing signs of fatigue. For the January–September 2025 period, Italian arrivals grew by less than 1%, a figure far below expectations.
During the summer months, the number of Italian tourists actually declined, with a further 2.7% decrease in September compared to the same month in 2024. Analysts suggest that the novelty factor of Albania as a “new Riviera” for Italians may be fading, while rising local prices and limited infrastructure improvements have reduced its appeal.
The trend is concerning, as Italians represent not only a major tourism source but also one of the most accessible markets geographically and culturally.
Neighboring Kosovo Still Growing
While some European markets cool off, Kosovo continues to provide a steady flow of visitors to Albania. Kosovar arrivals increased by 2.3% during the same nine-month period, confirming that the close cultural and linguistic ties between the two nations remain a key pillar of Albania’s tourism base.
Spain’s Momentum Slows Down
Spain, another promising market in recent years, has also experienced a reversal. After consistent growth since 2020, the number of Spanish visitors fell by 4.77% in January–September 2025 compared to the same timeframe last year.
Most Spanish visitors tend to arrive in organized groups, often through tour operators exploring the Albanian Riviera and UNESCO heritage cities like Berat and Gjirokastër. The decrease might be related to shifting package deals, higher regional competition, and economic factors affecting outbound travel from Spain.
Strong Growth from Germany and France
Not all trends are negative. Two Western European markets — Germany and France — are showing remarkable growth, suggesting new opportunities for diversification.
German visitors have increased by 22.1% in the first nine months of 2025, totaling approximately 372,000 arrivals. German tourists are known for longer stays, higher spending, and a preference for nature-based and cultural tourism — areas where Albania still has significant untapped potential.
Meanwhile, French tourism is booming. INSTAT reports a 39% year-over-year increase, with about 259,000 French arrivals through September 2025. Notably, France will, for the first time, introduce guaranteed hotel contracts in Golem starting next season — a strong indicator of long-term market confidence. In September alone, there were more than 32,000 French entries, marking one of the highest growth rates among all European countries.
Challenges and Opportunities Ahead
The mixed performance across these markets highlights the need for Albania to strengthen its tourism strategy. Rising prices, limited air connectivity, and infrastructure challenges could undermine recent achievements unless addressed promptly.
However, the strong growth from Germany and France proves that Albania still holds great appeal as an authentic, affordable Mediterranean destination — especially for travelers seeking cultural depth and natural beauty beyond mass tourism.
To ensure sustainability, experts suggest that Albania should focus on:
► Diversifying its tourism markets to reduce dependency on a few countries.
► Encouraging off-season travel through cultural and eco-tourism initiatives.
► Enhancing infrastructure and service quality to justify rising prices.
► Collaborating with international tour operators for consistent promotion abroad.
Albania’s tourism in 2025 paints a picture of contrasts — with some key markets shrinking while others expand rapidly. The decline in Polish and Italian visitors serves as a warning sign, but the rise of German and French tourism offers new hope for a more stable and diversified future.
If managed strategically, these changes could mark not a setback, but a transition toward a more resilient and sustainable tourism model for Albania.