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Let’s be real: your feed is probably flooded with friends in Greece and Italy right now. And while their trips look incredible, they come with shockingly high price tags. Finding a spot in Europe that’s genuinely stunning and doesn’t require taking out a second mortgage has felt almost impossible. Until now.
There’s a country quietly hiding in plain sight, sharing the same turquoise Ionian coastline as its mega-famous neighbors. It’s a place where you can get a jaw-dropping beach vacation, a great meal, and a hotel room for a fraction of what you’d pay just a few miles away.
That country is Albania, and it’s officially having its moment.
So, What’s All The Hype About?
For years, Albania was Europe’s best-kept secret. Travel Off Path reported when it first start to gain momentum and now, the secret is out. The main driver of this explosion in popularity is the Albanian Riviera, a stretch of coastline in the south that is—and this is no exaggeration—absurdly beautiful.
Think of the crystal-clear, impossibly blue water you see in the Maldives, but flanked by the dramatic, rugged cliffs of the Mediterranean. Towns like Sarandë and Ksamil are at the heart of it all, offering stunning beaches and vibrant boardwalks dotted with seafood restaurants where the day’s catch is grilled to perfection in front of you. It’s the quintessential European summer fantasy, just without the overwhelming crowds and eye-watering costs.
The Numbers Don’t Lie
This isn’t just a feeling or a few viral TikToks. The data is undeniable. According to a report by the UN’s World Tourism Organization (UNWTO), Albania saw a staggering 53% increase in international tourist arrivals in the summer of 2024 compared to the previous year, making it one of the fastest-growing tourism destinations on the planet. While other European hotspots saw modest single-digit growth, Albania’s tourism scene simply exploded, and that momentum is only accelerating into this summer.
It’s More Than Just A Cheap Beach Destination
While the coast gets most of the attention, Albania’s appeal goes way beyond the shoreline. This is a country with deep, complex layers of history. You can explore ancient castles perched on hilltops, wander through UNESCO World Heritage sites like the Ottoman-era city of Gjirokastër, or see remnants of its isolated communist past right next to trendy, modern cafes.
For nature lovers, there’s the surreal “Blue Eye,” a natural spring of such depth and clarity it feels like looking into another world. The northern part of the country is home to the Accursed Mountains, a dramatic range offering some of the most spectacular and untouched hiking in Europe.
What You Need to Know Before You Go
Worried it might be too “off-the-beaten-path”? Don’t be. Albania is incredibly welcoming to tourists. In the main coastal cities, English is widely spoken in hotels and restaurants. The official currency is the Albanian Lek, but Euros are often accepted, and your U.S. dollars will go an incredibly long way. Most importantly, it’s widely considered a very safe country for travelers. While there are no nonstop flights from the US yet, many travel industry analysts expect a U.S. or European airline to announce a seasonal or year-round non-stop route in the near future.
So, if you’re looking for that perfect European summer trip—the one with the stunning water, the incredible food, and the vibrant atmosphere—but you don’t want to fight for a towel spot or dread looking at your credit card bill, Albania might just be the answer. It’s the “it” destination for a reason this summer. Check the latest entry requirements for Americans with our the new TOP Entry Checker Tool.
Happy travels!
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This article originally appeared on TravelOffPath.com
Opinions expressed here are the author’s alone, not those of any bank, credit card issuer, hotel, airline, or other entity. This content has not been reviewed, approved or otherwise endorsed by any of the entities included within the post.
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