Albania has shattered expectations in 2024, setting a historic milestone with 11 million tourists visiting between January and November—a remarkable 16% increase compared to the same period in 2023. Originally projected to reach this figure by 2030, the nation achieved this target six years ahead of schedule. This success is attributed to government efforts to improve infrastructure, promote the country as a top travel destination, and collaborate with private operators to enhance visitor experiences​.

The surge in tourism highlights Albania’s growing appeal, from its stunning beaches along the Adriatic and Ionian Seas to its rich historical and cultural offerings. Visitors from across Europe, particularly Spain, Italy, and the UK, contributed significantly to this growth, while Albanian diaspora, especially from Kosovo, played a vital role. The tourism boom has brought substantial economic benefits, with revenue from foreign visitors surpassing expectation.