Albania, a country long overlooked by the mainstream tourism industry, is finally enjoying its moment in the sun. On August 25, 2025, The New York Times published a detailed and evocative article describing Albania as a burgeoning tourist destination, drawing attention to its unique blend of ancient history, stunning natural beauty, and vibrant local culture. The article, widely shared by Albania’s Prime Minister Edi Rama on social media, has sparked renewed interest in the Balkan nation and its many attractions.
Butrint National Park, nestled in southern Albania and practically within swimming distance of the Greek island of Corfu, stands out as a centerpiece of this newfound allure. According to The New York Times, the park’s 36 square miles are a history lover’s dream, with remnants from Greek, Byzantine, and Roman civilizations. Visitors can wander through an open-air theater dating to the city’s time as a Greek colony, marvel at a Byzantine baptistery, and trace the path of a Roman aqueduct. The park is also home to wildlife such as foxes, peregrine falcons, and golden eagles, creating a rare blend of archaeology and biodiversity.
Just a short 10-minute bus ride from Butrint lies Ksamil, a modern beach resort that’s become a favorite among tourists and social media influencers. Its picturesque bay, dotted with tree-covered islets, has drawn comparisons to the Maldives—a comparison not lost on the influencers who have helped put Ksamil on the map. The resort is alive with energy: sunbathers lounge on crowded beaches, techno music pulses from beach bars, and jet skis zip across the turquoise water. For those seeking tranquility, moments of quiet can still be found, such as a peaceful lunch of octopus at a beach bar overlooking the crystal-clear water, as described by The New York Times.
Albania’s appeal, however, extends far beyond its southern beaches. The country’s coastline stretches along both the Adriatic and Ionian seas, offering a range of seaside destinations. Towns like Dhërmi, Borsh, and Jala, located an hour or two north of Ksamil, provide a more laid-back beach experience. Saranda, just 20 minutes from Ksamil or a 30-minute ferry ride from Corfu (with tickets costing between $14 and $33 one way), boasts a lively boardwalk and a vibrant nightlife scene. Here, visitors can enjoy excellent seafood at restaurants such as Haxhi and Marini, or simply watch the world go by from the city center’s chic hotels.
Tourism in Albania has surged in recent years, fueled in part by its affordability and the sense of discovery that comes with visiting a place still considered exotic by many. In 2024, a record 11.7 million people visited Albania—up from 10 million the previous year. These travelers not only flocked to the beaches and historic sites but also explored the country’s mountains, lakes, and the unspoiled Vjosa Wild River National Park, which was featured in The New York Times list of 52 Places to Go in 2023.
“Albania is still an exotic place for a lot of people,” said Frenkli Prengaj, who operates tours for Discover Albania. “When a tourist comes to Albania, they don’t have a lot of expectations. They discover the history and realize we have a lot in common with Europe, a lot of history with the Ottomans. We’re somehow stuck between East and West.”
This sense of being a bridge between cultures is evident in Albania’s historic cities. Berat, a UNESCO World Heritage site about two hours south of Tirana, is renowned for its thousand-year-old heritage. Its red-tiled roofs climb the banks of the Osum River, with hundreds of windows gazing out over the valley. Berat Castle, perched above the city, houses a Byzantine church, the ruins of one of Albania’s first mosques, and a neighborhood of still-inhabited 18th- and 19th-century homes, some now operating as guesthouses. The Onufri Iconographic Museum, located within the castle, displays religious artifacts dating back to the 1300s, including a striking carved-wood iconostasis that blends Baroque and Byzantine styles. Entry to the museum with an audio guide costs 500 lek.
Life in Berat moves at its own pace. As recounted in the Times article, the city is quiet until sunset, when children take to the streets on bicycles, men gather for games of dominoes, and vendors sell fresh grapes and cherries for about 100 lek. Dining in Berat is a delight, with meals featuring fresh, local ingredients. At Amalia Homemade Food, a set menu for two—including 11 courses—costs around 28 euros ($32). Dishes include juicy tomato salads, baked cheese and vegetables, stuffed peppers, eggplant with garlic and tomatoes, and Vienna steak stuffed with cheese. Meals often end with a glass of raki, a strong fruit liqueur beloved across the Balkans. “Those who are 40 and above drink it basically every day,” explained Andi Kallanxhi of Pupa Winery, describing a daily ritual of raki and Turkish coffee.
Gjirokastra, another UNESCO-listed city about two and a half hours south of Berat, is known as the “stone city” and is protected by UNESCO. Its stone houses, adorned with intricate wood carvings, cluster around winding cobblestone streets. Gjirokastra’s history is both picturesque and poignant. The city is home to the Cold War Tunnel, one of thousands of bunkers built during dictator Enver Hoxha’s regime out of fear of foreign attack. Tours of the tunnel cost 200 lek, while entry to the city’s centuries-old castle, which once served as a prison, is 400 lek. The castle also houses the Arms Museum and the Museum of Gjirokastra, which presents a concise history of the region.
Among Gjirokastra’s unexpected highlights are its Ottoman-era mansions, such as the Skenduli House. Guided tours, led by descendants of the original owners, cost 300 lek and reveal fascinating details—like a safe room that sheltered 70 people during the world wars, a “natural refrigerator” cooled by a cistern, and a balcony reserved for single women to observe wedding ceremonies.
Albania’s complex past is never far from view. After centuries under Ottoman rule and decades of isolation during a Stalinist dictatorship, the country emerged in the 1990s from economic crisis and near civil war. Today, the political situation has stabilized, and tourism is booming. The country’s rich tapestry of cultures, religions, and traditions is on display everywhere—from the melodic call to prayer echoing through valleys to the lively beach resorts on the other side of the mountains.
As The New York Times concludes, Albania is a place where a visitor can start the day walking through antiquity and end it dancing on the sand. With its affordable prices, welcoming locals, and wealth of experiences, Albania seems poised to shed its reputation as Europe’s best-kept secret—and step confidently into the global spotlight.