With its magnificent landscapes, rich history, and affordability, Albania is making its way to center stage as one of Europe’s most desired destinations. 

Albania lies tucked in on the Southeastern side of Europe, bordering Greece and Montenegro. Whether it’s taking a scenic hike through one of the many national parks, exploring crumbled ruins, or spending a day relaxing on white sand beaches, Albania has something to offer everyone. Its classic European charm is similar to that of Spain or Italy, but without such high prices or crowds. Full-course Mediterranean meals cooked with local, fresh food can often be enjoyed for just about 30 euros. This country just about has it all, but why hasn’t it been so popular in the past? 

Previously grasped by a harsh dictatorship, Albania was significantly closed off from the rest of the world until the early 1990s. With economic crisis and political disruption following the end of the dictatorship, the country didn’t start seeing significant tourism rates until the mid-1990s, really picking up around 2019. Now, according to the New York Times, in recent years (2020-2025), Albania has been picking up traction through social media, being known primarily for its turquoise coastline and mountainous landscapes. 

It’s not only the natural beauty that is drawing people in. Given Albania’s past, it offers not only a rich history but also a deep sense of untouched community and cultural authenticity. According to an article from The Travel comparing Italy and Albania, Albanian people are said to be incredibly hospitable and welcoming, despite being so cut off for so long. They are welcoming and curious, excited to be able to share their beautiful country.