Albania hasn’t yet made its way onto every luxury travel itinerary. And that’s a shame. The country has undergone a profound transformation. Its Ionian Riviera now boasts a rare combination of attractions: pristine waters, five-star hotels, and a sense of exclusivity that remains intact. Savvy travelers have already caught on to this. For everyone else, it’s not too late to discover the wonders of Albania.
Albania, a country plagued by stereotypes
For decades, Albania has suffered from a negative image inherited from its communist past and the instability of the 1990s. These preconceived notions have persisted far beyond reality. Many European travelers have simply never reconsidered their perception of the country. Yet today, traveling to Albania poses no particular difficulties for French nationals. Moreover, the numbers speak for themselves.
In 2024, the country welcomed 11.7 million international visitors, according to Albanian authorities. Marriott, Hyatt, MGallery, and Aman have opened or announced properties there. Over three billion euros have been invested in strategic tourism projects since 2016. In five years, the hotel inventory has grown from zero toseventeen five-star properties.
For the discerning traveler, these are significant indicators. Albania now attracts high-end tourism with the infrastructure to match.
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