Albania’s tourism sector continues to break records, positioning the country as one of the fastest-growing destinations in Europe. According to official data from the Bank of Albania, foreign tourists spent more than €4.4 billion in Albania from January to September. Compared to the same period in 2024, spending increased by €562 million, marking a strong 14.6% growth year over year.
At first glance, these figures paint a highly optimistic picture. Albania is clearly attracting massive international attention, with millions of visitors choosing its coastline, mountains, cities, and cultural heritage. However, behind the impressive statistics lies a critical debate: is Albania benefiting enough from this tourism boom, or is it becoming a destination mainly for low-spending travelers?
10.2 Million Foreign Tourists in Just Nine Months
By September alone, Albania welcomed approximately 10.2 million foreign tourists, a staggering figure for a country of under 3 million residents. Streets in Tirana, beaches along the Ionian and Adriatic coasts, and historic towns such as Berat, Gjirokastër, and Shkodër have all experienced unprecedented visitor flows.
Tourism expert Blerina Ago, speaking to A2CNN, confirmed what many Albanians witness daily:
“We are all witnesses to the massive inflow of foreign tourists entering Albania.”
Yet while arrivals are soaring, average spending per tourist remains relatively low. On average, each foreign visitor spent about €427, including both travel and accommodation costs. This reinforces what analysts now call the paradox of Albania’s tourism growth: the boom of low-cost tourism.
The “Cheap Holidays in Albania” Narrative
The image of Albania as an affordable destination has undoubtedly helped attract millions of visitors, especially from Central and Eastern Europe. Budget airlines, low accommodation prices, and inexpensive food have made the country extremely competitive.
This perception is openly embraced by many tourists. A Polish visitor, Janika, who traveled to Tirana, explained:
“Coming to Albania is mostly about curiosity. We found cheap flights and decided to come. Rental homes are affordable, around €40 per day is enough. Food is also not very expensive. We don’t go to restaurants because those can be costly.”
While this affordability fuels volume, it also limits economic impact per tourist. Many visitors avoid restaurants, organized tours, and premium services, choosing instead to minimize spending.
Why Spending Matters More Than Headcounts
Tourism expert Blerina Ago stresses that Albania should shift its focus:
“Albania should not be oriented toward numbers. The report we need is about spending. We need tourists who spend. There are many studies showing categories of tourists who spend up to 58% of their income on vacations. Those are the tourists we need.”
This perspective highlights a strategic challenge. Mass tourism without high spending can strain infrastructure, increase environmental pressure, and deliver limited long-term benefits to local communities.
Countries that succeed in tourism sustainability focus on value, not just volume—targeting tourists interested in culture, gastronomy, nature experiences, wellness, and longer stays.
Albanians Abroad: A Different Spending Pattern
Interestingly, while foreign tourists spend modestly in Albania, Albanians traveling abroad show a different behavior. According to the Bank of Albania, from January to September, Albanians spent €2.2 billion on vacations outside the country.
Compared to 2024, this figure increased by €213 million, reflecting rising outbound tourism. Many Albanians prefer destinations such as Greece, Italy, Turkey, and other European countries for their holidays.
Rrahman Kasa, head of the Albanian Tourism Union, emphasized:
“Albanians are desirable tourists because they spend. They don’t save money like some tourists who come to Albania.”
However, data reveals an interesting contradiction. On average, an Albanian traveling abroad spends €342 per trip, which is actually €85 less than what a foreign tourist spends when visiting Albania.
What These Numbers Really Tell Us
The data suggests several important realities:
- Albania attracts many tourists, but mostly budget-oriented ones.
- Foreign tourists spend slightly more than Albanians abroad, but not enough to maximize economic value.
- Outbound tourism continues to grow, sending billions of euros outside the Albanian economy.
This imbalance raises concerns about long-term sustainability. While tourism boosts GDP, employment, and international visibility, low-spending tourism limits reinvestment potential in infrastructure, service quality, and environmental protection.
The Way Forward: From Cheap Destination to Quality Experience
For Albania, the next phase of tourism development must focus on quality over quantity. This includes:
- Promoting cultural, eco, and experiential tourism
- Supporting higher-end accommodation and services
- Encouraging gastronomy, wine tourism, and local products
- Improving infrastructure and service standards
- Attracting tourists with higher purchasing power and longer stays
Albania has the natural beauty, history, and authenticity required to move beyond the “cheap holidays” label. The challenge now is strategic positioning.
Albania’s tourism boom is real and impressive. With €4.4 billion spent by foreign visitors and 10.2 million arrivals in just nine months, the sector is a key economic pillar. However, the data clearly shows that the future of Albanian tourism depends not on how many tourists arrive, but on how much value they create.
The numbers are strong—but the strategy must become smarter.