Once overlooked by international travellers, Albania has quietly become one of Europe’s most exciting places to visit. With pristine beaches, dramatic mountains, ancient history and remarkable value, it offers the kind of Mediterranean holiday that many thought had disappeared decades ago.
There was a time when Albania barely featured on European holiday wish lists. Travellers heading south typically chose Greece, Croatia or Italy, while Albania remained something of a mystery, known more for its isolated past than its coastline.
Today, that picture has changed dramatically.
Travel influencers, luxury travel publications and seasoned explorers have all begun praising the country for offering something increasingly difficult to find in Europe: authentic Mediterranean beauty without overwhelming crowds or eye-watering prices.
That doesn’t mean Albania is undiscovered anymore. Visitor numbers have grown rapidly in recent years, particularly along the spectacular Albanian Riviera. Yet compared with many neighbouring destinations, much of the country still feels refreshingly relaxed.
An Albania holiday offers far more than affordable accommodation. It is a chance to experience a coastline of crystal-clear water, welcoming communities, fascinating history and landscapes that shift effortlessly from white-sand beaches to dramatic mountain peaks.
A Riviera That Rivals Europe’s Best
The first thing that surprises most visitors is the colour of the sea.
Along the Albanian Riviera, the Ionian Sea glows in shades of turquoise and sapphire that rival some of the Mediterranean’s most celebrated destinations. Beaches that were once known only to locals now appear regularly on lists of Europe’s most beautiful coastal escapes.
The Riviera is dotted with charming coastal towns, each offering a different type of holiday.
Sarandë is the largest and liveliest base on the southern coast. Its bustling promenade is lined with restaurants, cafés and bars, while dozens of beautiful beaches are just a short drive away. It’s an excellent choice for travellers who want a vibrant atmosphere without sacrificing easy access to quieter coves and crystal-clear water.
For a slower pace, Himarë offers a completely different experience. This small seaside town has become a favourite for families and travellers looking to unwind. Surrounded by picturesque beaches, scenic hiking trails and hidden bays, it’s also one of the best places to join a boat tour and discover stretches of coastline that are only accessible from the sea.
Then there’s Ksamil, famous for its dazzling white-sand beaches and tiny islands just offshore. It’s one of Albania’s most photographed destinations, attracting visitors with its Caribbean-like waters, beach clubs and lively nightlife. However, its popularity also means it can become busy during the height of summer. Travellers seeking a more relaxed atmosphere may prefer to stay in Himarë or Sarandë while visiting Ksamil as a day trip.
One of Albania’s greatest strengths is that these destinations are all within relatively easy reach of one another, allowing visitors to experience lively beach towns, peaceful villages and secluded coves during the same holiday.
Beyond the Coastline
Although the beaches receive most of the attention, Albania’s interior is equally rewarding.
In the north, the city of Shkodër is the ideal gateway to some of the country’s most spectacular natural landscapes. With its lively café culture, historic centre and relaxed atmosphere, it makes an excellent base for exploring the surrounding region. Take the car down to Shala River, a river with crystal blue water and breathtaking views.
From here, travellers can venture into the dramatic Albanian Alps, where breathtaking mountain scenery, rivers, hiking trails and protected national parks showcase a completely different side of the country. It’s the perfect contrast to a week spent along the Riviera and demonstrates just how diverse Albania has become as a holiday destination.
Whether you’re looking for beach days, mountain adventures, historic towns or unforgettable boat trips, Albania offers an impressive variety of experiences within surprisingly short travelling distances.
Exceptional Value Without Compromising Quality
Affordability is undoubtedly one of Albania’s biggest attractions, but it is not the only reason people return.
Hotels overlooking the sea often cost significantly less than comparable accommodation in neighbouring countries. Beachfront restaurants serve generous portions of freshly grilled seafood, homemade pasta and local specialities at prices that would be difficult to find elsewhere along the Mediterranean.
However, value should not be confused with sacrificing quality.
In recent years, boutique hotels, luxury villas and stylish beach resorts have opened across the Riviera, creating an increasingly sophisticated hospitality scene while maintaining a more relaxed atmosphere than many established tourist destinations.
For travellers seeking comfort rather than excess, Albania strikes an appealing balance.
A Country Steeped in History
While the beaches attract much of the attention, Albania’s cultural heritage deserves equal recognition. Centuries of Illyrian, Greek, Roman, Byzantine and Ottoman influence have shaped a country rich in archaeological sites and historic towns.
One of the highlights is Butrint National Park, a UNESCO World Heritage Site where visitors can explore remarkably preserved Greek and Roman ruins surrounded by wetlands and forest. Further inland, the UNESCO-listed towns of Berat and Gjirokastër showcase beautifully preserved Ottoman architecture, cobbled streets and hilltop castles that tell the story of Albania’s remarkable past.
Meanwhile, the capital, Tirana, has transformed into one of the Balkans’ most vibrant cities, blending colourful architecture, lively cafés, creative restaurants and an energetic cultural scene.
The Warmth of Albanian Hospitality
Ask travellers what surprised them most about Albania, and many will give the same answer: the people.
Albanians have a longstanding tradition of hospitality, and visitors frequently comment on the genuine friendliness they encounter throughout the country. Whether receiving restaurant recommendations from locals, being offered homemade raki in a mountain village or chatting with café owners eager to share stories about their town, travellers often leave with memories that extend well beyond the scenery.
That sense of welcome contributes to an experience that feels personal rather than transactional.
Is Albania Still a Hidden Gem?
Calling Albania a hidden gem may no longer be entirely accurate. International arrivals continue to grow each year, and destinations such as Ksamil have become increasingly popular during peak summer months.
However, Albania still offers something that many of Europe’s famous coastal destinations have gradually lost: space. Away from the busiest beaches, travellers can still find peaceful villages, uncrowded viewpoints and family-run restaurants where dinner is more about conversation than queues.
Visiting outside July and August makes this even easier. Late spring and early autumn bring warm weather, pleasant sea temperatures and a more relaxed pace.
Practical Tips for an Albania Holiday
For visitors travelling from Belgium, reaching Albania has become increasingly straightforward thanks to a growing number of direct and connecting flights to Tirana.
Hiring a car is one of the best ways to explore the Riviera, allowing flexibility to discover secluded beaches and coastal villages that public transport may not reach easily.
The best time to visit is between May and October. July and August deliver the hottest weather and liveliest atmosphere, while June and September often provide an ideal balance of sunshine, swimming conditions and fewer crowds.
While Albania uses the Albanian lek rather than the euro, card payments are becoming more common in larger towns. Nevertheless, carrying some cash remains useful, particularly in smaller villages and local restaurants.
Why Now Is the Time to Visit
Every great travel destination experiences a moment when the wider world discovers it. Portugal had its surge. Croatia transformed from an emerging destination into a Mediterranean favourite. Montenegro followed a similar path.
Albania now finds itself at that same crossroads. Infrastructure continues to improve, new hotels are opening and international recognition is growing. Yet much of the country has retained the authenticity that first attracted adventurous travellers.
For those seeking spectacular beaches, excellent food, fascinating history and genuine hospitality without the intensity of Europe’s busiest resorts, an Albania holiday offers one of the continent’s most rewarding experiences.
It may no longer be Europe’s best-kept secret, but it is still one of its most exciting destinations—and one that deserves a place on every traveller’s shortlist.
Further Reading
The Truth About Walking 10,000 Steps
Stay Connected
Subscribe to the Together Magazine newsletter for thoughtful features, personal development insights, cultural recommendations, museum exhibitions, events in Brussels and Belgium, and the latest stories delivered directly to your inbox.
