Albania tourism shifts toward mountains and history amid coastal challenges

Albania's tourism sector is experiencing a shift in traveler preferences and structural challenges. While coastal areas like Ksamil and Sarandë continue to attract visitors with crystal-clear waters, travelers have increasingly reported issues regarding overcrowding, excessive construction, loud music, and high prices. This has led many tourists to seek alternatives in the country's mountainous and historical regions, such as Berat, Gjirokastër, and Theth, where they value authenticity and hospitality.

To address economic stability, Zak Topuzi, chairman of the ATA-Horeca association, has proposed subsidizing seasonal workers to encourage year-round tourism. This initiative is being discussed with the government and is expected to be included in the 2026-2030 tourism strategy. Additionally, there is a growing trend of “quick getaways,” with travelers opting for shorter, more frequent trips focused on specific experiences like gastronomy and culture rather than long stays.

Cultural sites also remain significant draws. Krujë Castle and its associated museums continue to attract both domestic and international visitors interested in Albanian history and heritage.