Albania’s tourism sector has observed a modest uptick in foreign visitors during the first half of 2025, yet this increase is not reflected in coastal destinations.

Tourism in Albania is evolving as visitor preferences change. While foreign arrivals rise, hotel prices are adjusting to attract more budget-conscious travelers seeking experiences beyond beach vacations.

Albania’s tourism sector has observed a modest uptick in foreign visitors during the first half of 2025, yet this increase is not reflected in coastal destinations. Local hotel operators and tour providers have noted that the type of tourist visiting Albania has shifted significantly. Today’s visitors are less interested in spending extended days on the beach, instead preferring to explore more diverse aspects of the country at affordable prices.

Evolving Tourist Preferences

By July, a clearer picture of the summer season emerged. Despite being peak holiday time, the number of visitors during weekdays was low, with only weekends seeing an influx of tourists. This trend forced hotels to adjust their pricing strategies, with many cutting rates by as much as 10-25% to remain competitive.

Regions like Saranda, Ksamil, and Himara, which traditionally see high demand during the summer, have responded to this shift by reducing their prices. The main driver behind these changes is the shift in the tourist profile: travelers are increasingly seeking experiences beyond the traditional beach vacation. These visitors are focused on exploring Albania’s natural beauty, history, and culture, often with an eye on keeping costs low.

Ksamil: A Family Destination with Increased Affordability

Ksamil, a favorite for families, has seen a notable change in affordability this year. Previously, high prices had limited the duration of many families’ stays. However, the recent drop in hotel rates has made it easier for families to enjoy longer vacations. Travelers are finding that apartment rentals and hotels, once expensive, are now offering much better value.

As a result, many tourists are now opting for a longer stay at lower prices, even in high-demand months like August. For instance, a three-star hotel room in Ksamil can be found for as little as 550 euros for a week in early August—an attractive offer for budget-conscious travelers.

The Surge of New Accommodation and Rentals

Another major influence on Albania’s tourism pricing is the influx of new hotels and short-term rental properties. The growing competition from these new accommodations has forced established properties to reconsider their pricing strategies to remain competitive. Additionally, the availability of budget-friendly options has made Albania a more appealing destination for travelers looking for affordability.

Moreover, the shift in visitor demographics, especially from Kosovo, has contributed to this change. Many Kosovo tourists, traditionally loyal to Albania’s southern beaches, have been exploring other destinations due to factors such as the depreciation of the Euro and visa liberalization.

Durrës and Golemi: Value for Money Continues

While the prices in many coastal regions have fluctuated, Durrës and Golemi have maintained their reputation for offering great value. Durrës continues to attract both local and international tourists, thanks to its blend of affordable pricing and diverse accommodation options. The region also benefits from organized tourism, which provides a steady flow of visitors.

Golemi has similarly remained a top choice for budget travelers seeking a more economical beach vacation, continuing to offer beautiful landscapes and a lower price point than the more expensive southern regions.

Northern Albania: Shëngjin and Velipoja’s Transformation

In northern Albania, areas like Shëngjin and Velipoja are evolving as well. Once considered affordable, these areas have begun to attract more upscale tourists. Investments in new and improved accommodation facilities have led to an increase in prices for higher-end properties. However, budget-friendly options remain, particularly for those from Albania and Kosovo looking for more economical choices.

Despite the rise in premium offerings, these northern coastal regions remain popular for tourists seeking both scenic beauty and value for money. For example, Velipoja still offers standard double rooms at prices starting from 40 euros per night, although higher-end rooms have seen a slight price increase of around 5%.

Borsh and Qeparo: Price Increases Due to Demand

Southern Albanian destinations such as Borsh and Qeparo have experienced a surge in demand, resulting in rising prices. Once known for their affordability, these areas have gained popularity, especially among families looking for a quieter and less crowded vacation experience. As a result, prices in Borsh have risen by 8% compared to last year, reflecting this increased interest.

Qeparo has seen a more significant rise in prices, with rates increasing by up to 25% due to high demand and the limited availability of accommodation. While these areas remain relatively inexpensive compared to more well-known destinations like Saranda, the demand has naturally driven up prices.

The Road Ahead for Albanian Tourism

As Albania’s tourism industry adapts to changing visitor preferences, the focus has shifted from traditional beach vacations to more varied and immersive travel experiences. The influx of new accommodation options, combined with the evolving tourist profile, has reshaped the market, leading to significant price adjustments along the coast.

For travelers seeking a rich cultural experience at an affordable price, Albania remains an attractive destination. The country’s natural beauty, historic sites, and lower accommodation costs present an opportunity for visitors to explore a variety of landscapes and activities while maintaining a budget-friendly itinerary. As these trends continue to unfold, Albania’s tourism sector is poised to thrive by catering to the evolving needs of modern travelers.