Albania sets its sights on high-end eco tourism

Albania is recasting itself as a destination for alternative travel, with its spectacular landscapes away from the coast, and friendly farm stays

Albania, one of Europe’s fastest-growing travel destinations, will focus on alternative rather than mass tourism in a move that government officials hope will help set it apart from competitors. The tiny Balkan state, once hermetically sealed from the outside world, has soared in popularity on the back of a reputation increasingly seen as both trendy and exotic. Last year it attracted 7.5 million visitors, more than twice its population and up from a record 6.4 million in 2019.

“It’s another country compared with 10 years ago,” says the Albanian minister of tourism and environment, Mirela Kumbaro, noting that the nation has more than made up for losses incurred since the outbreak of Covid-19. “Things are changing so quickly … the Albania of 2023 is full of positive energy.”