Albania is no longer a hidden gem. In 2024, more than 11.7 million foreign tourists visited the small Balkan country, and officials expect that number to rise to 15 million by the end of 2025 — a figure nearly four times the country's population.

To compete in a region dominated by major, long-established tourism players like Greece and Croatia, Albania needs more than just low prices and scenic beaches. 

This is why some hotels are trying a new approach: offering cultural experiences such as folk dancing and local food tastings to create a deeper connection between guests and the local culture.

But this recent growth comes with major challenges: a lack of qualified staff and the pressure to preserve authenticity. 

Tourism officials say Albania is not a low-cost destination, but a rising competitor. The question now is not how to attract tourists, but how to keep them coming back for all the right reasons.