Albania experienced a record number of tourists in 2025, but despite the high visitor numbers, spending remained modest. By October, the country had welcomed 11.1 million foreign tourists, reflecting moderate growth compared to previous years. Cultural tours in autumn helped offset a slower summer tourism season, keeping Albania at the top for visitor numbers in the region.
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| An Italian tourist eating a "Byrek" that costs 30 cents on the outskirts of Tirana, in the well-known "Astir" area. |
Tour operators do not anticipate surprises in 2026. The upcoming year is expected to follow similar patterns, though the sustainability of growth remains uncertain. Ensuring long-term success will require concrete measures such as improving infrastructure in tourist areas, guaranteeing water and electricity supply, and enhancing service quality.
As the year nears its end, businesses remain uncertain whether 2025 should be considered a success or a slowdown. In terms of visitor numbers, the year remains positive, with moderate growth attributed to spring and autumn cultural tours. Yet, revenue remains a concern, largely due to the profile of tourists, mostly young visitors seeking experiences without spending much.
The influence of social media has played a significant role in shaping tourist behavior. Viral videos and posts have convinced many travelers that Albania offers a unique and affordable experience. This trend has attracted a segment of budget-conscious tourists looking for the lowest possible costs.
Accommodation choices have shifted toward apartments and hostels, while consumption has favored supermarkets and fast-food outlets. While this does not apply to every visitor, it represents the predominant trend.
Cultural tours and older European visitors provide balance. These tourists seek a more immersive experience rather than quick social media check-ins. They are willing to spend more and explore diverse tourist offerings, including historic towns and scenic destinations.
By the end of October 2025, the Ministry of Tourism, Culture, and Sports reported a 7% increase in foreign visitors compared to the same period in 2024. Despite slightly lower growth than the previous year, total numbers are expected to surpass the 11.7 million visitors recorded by the end of 2024.
Even with higher visitor numbers, overall spending remains weaker, leaving less money in the economy. According to Rrahman Kasa, President of the Albanian Tourism Union, the summer season saw fewer high-spending tourists compared to 2024. Many visitors opted for low-cost options in Tirana, rural areas, and agro-tourism destinations.
The shift in tourist profiles is linked directly to social media influence. The initial viral attraction of Albania’s natural beauty, cuisine, and affordability has evolved into a magnet for budget travelers, seeking cost-efficient ways to experience the country.
Arben Çipa from Sipa Tours explains that young tourists dominate this new profile. They aim to spend minimally while creating experiences, favoring cheaper alternatives. This behavior mirrors global trends among younger travelers.
Autumn cultural tours have improved the tourism balance, compensating for a weaker summer season. Tour operators report steady interest, particularly in organized one-week tours of major cultural sites. Autumn remains a period of stable growth, with independent travelers also contributing to tourism activity.
Service quality, infrastructure, and basic amenities remain areas for improvement. Shortages of qualified staff and issues such as water scarcity in Golem, energy outages, and open construction sites have affected tourist satisfaction. Tourists have expressed concerns over these issues, emphasizing the need for better management to enhance Albania’s tourism image.
Looking ahead, 2026 is expected to continue similar trends. Tourist numbers are likely to grow modestly, while the type of visitor—mainly young, social-media-influenced travelers—will remain consistent. Organized tourism will continue to attract groups from Poland, while individual tourism will see fluctuations from Kosovo and Italy.
France and Israel are emerging markets, with Israel contributing around 100,000 tourists from April to October 2025. While Albania continues to attract interest, reflection and improvements are essential to maintain competitiveness.
In summary, Albania welcomed record tourist numbers in 2025, but spending remained low due to changing visitor profiles. Cultural tours and older European visitors provided balance, and challenges in service and infrastructure highlight areas for improvement. The outlook for 2026 suggests steady growth, with social media continuing to shape travel patterns.