Tourism in Albania during 2025 once again confirmed a powerful and emotionally driven reality: Albanians from Kosovo remained the largest and most important group of visitors. According to official data published by INSTAT (Institute of Statistics of Albania), Kosovo Albanians recorded 4.66 million entries, making up 37.4% of the total 12.46 million border entries during the year.
This strong presence highlights the continued importance of patriotic tourism, a phenomenon deeply rooted in shared language, culture, family ties, and emotional connection to Albania. Despite price increases, infrastructure challenges, and growing competition from other destinations, Kosovo visitors remained loyal to Albania as their primary holiday choice.
From coastal tourism in Durrës, Velipojë, and the Albanian Riviera to city breaks in Tirana and cultural trips inland, Kosovo Albanians played a decisive role in sustaining Albania’s tourism economy throughout 2025.
Italians Remain Second, but Growth Slows Sharply
Italians continued to hold their position as the second most important group of foreign tourists, with 1.29 million entries in 2025. This represents a 3.17% increase compared to 2024, according to INSTAT data.
However, this growth marks a significant slowdown when compared to the 31.5% surge recorded in 2024 versus 2023. Tour operators throughout Albania noted a visible decline in Italian arrivals during the peak summer season of 2025.
The main reason behind this trend was perception. Many Italian tourists no longer consider Albania a “cheap destination”, especially in the southern regions of the country. Rising prices in popular areas along the Albanian Riviera led to canceled reservations and destination changes, pushing some Italian travelers toward alternative Mediterranean options.
Despite this slowdown, Italians remain a key pillar of year-round tourism. Weekend trips to Tirana and Durrës, as well as growing interest in culinary tourism, rural experiences, and local gastronomy, continue to attract Italian visitors. Albania still stands out as one of the most affordable countries in Europe when it comes to restaurant prices and food quality.
Decline in Polish, Turkish, and Spanish Visitors
During 2025, Poland recorded a decline in tourist numbers, with 288,000 Polish visitors, representing 2.8% of total entries. According to tourism operators, this decrease did not affect organized tourism, which continues to grow through structured tour contracts.
Instead, the decline came mainly from individual travelers, who had previously visited Albania independently following the intense international promotion of the country over the past three years.
Similarly, Turkey and Spain also experienced a reduction in visitor numbers during 2025, reflecting shifting travel patterns and growing competition in the regional tourism market.
Growing Markets: Germany, France, and the United States
While some traditional markets slowed, Germany and France emerged as strong growth drivers for Albanian tourism.
German visitors increased by 17.27%, reaching 452,000 entries in 2025. Germans tend to visit Albania both individually and through organized cultural tours, with strong interest in heritage sites, nature tourism, and summer holidays.
France recorded an even stronger performance, with a 25.39% increase, totaling 293,000 visitors. For the first time, French tourists were brought in through guaranteed contracts with accommodation structures, signaling a new level of confidence in Albania as an organized tourism destination.
The United States also showed positive momentum. In 2025, 241,000 American tourists entered Albania, marking an 8% year-on-year increase. American visitors continue to explore Albania as an emerging European destination, particularly attracted by culture, history, and adventure tourism.
Promotion vs. Reality: Challenges Facing Albanian Tourism
Although Albania continues to promote itself through international media and social networks, the scale of promotion is no longer as intense as in previous years. At the same time, social media has become a double-edged sword.
Visitors increasingly share not only Albania’s beauty but also its problems, including waste management, infrastructure gaps, stray animals, and price increases that do not always match expectations of affordability.
These issues have begun to shape international perceptions, creating hesitation among potential visitors who compare Albania with more established destinations offering similar prices.
Looking Ahead to 2026: Growth with Sustainability
Tourism operators expect continued growth during 2026, but there is a growing consensus that urgent measures are needed. The gradual slowdown in annual growth rates is a clear signal that Albania must shift its focus from rapid expansion to long-term sustainability.
Improving infrastructure, managing prices, protecting the environment, and enhancing service quality will be essential to maintaining Albania’s competitive position in the regional and European tourism market.
Kosovo Albanians will undoubtedly remain the heart of Albania’s tourism sector, but attracting and retaining international visitors will require strategic planning, responsible development, and consistent quality standards.