For decades, the Mediterranean has been serving up the same golden, but now tired, destinations — Capri, Saint-Tropez, Mykonos, and Ibiza — places where the yachts are bigger than the local fishing fleets and a seaside lunch might cost as much as a small vineyard in the Balkans.
But seasoned travelers — the kind who whisper names over dinner and secretly hope you don’t follow their advice — have circled a new name on the map: Albania, writes Jordi Lippe-McGraw for Forbes.
“Yes, Albania” the author states.
Nestled between Greece and Montenegro and lined by the Ionian Sea, Albania has long been the forgotten cousin of the Adriatic Club. Overshadowed by Croatia, misunderstood by Western Europe, and locked away for decades by a grim communist regime, it remained a blank space on the Mediterranean travel map.
But here’s the thing about Albania: It’s the part of the Mediterranean few have paid attention to — and that’s exactly why it’s so interesting right now.
On the southern coast lies the Albanian Riviera. It stretches along the Ionian, with rocky cliffs and pebbled beaches that honestly wouldn’t look out of place in Greece or Italy. But the vibe? Totally different. There are no mega resorts, no glittery beach clubs, and prices are significantly lower.
In Palasa, for instance, you now have the Green Coast Hotel, a new five-star property part of the MGallery collection. The look is minimal — soft tones, stone floors, a small spa, and seaside yoga sessions. You can even go paragliding off the cliffs, a sign of how fast this coast is transforming from a backpackers’ secret to a rising luxury destination. One day you’re sipping homemade iced coffee at a plastic table on the beach; the next, you’re having a cocktail at a chic hotel bar while watching the sun dip behind the rocks.
Just a few kilometers south, things still look much as they’ve been for years.
Dhërmi is a popular stop, known for its pebbled beach and beach bars that come alive in summer with music and cocktails. Here, you’ll find small family-run hotels — maybe no spa or pool, but the beach is steps away, and there’s probably a family tavern downstairs serving grilled fish and cold beer. It’s the kind of place where you’ll see Albanian families, a few European backpackers, and increasingly, the first wave of curious global travelers.
Jala is another beach that draws a young crowd, especially during summer music festivals. But if you’re after peace and quiet, just keep going.
Gjipe is hidden between cliffs — a cove only accessible by foot or boat. No hotels. No roads. No rows of sun loungers. Maybe a hammock strung between trees. Maybe a tiny beach bar running on a generator. Maybe nothing at all.
What makes Albania feel different — at least for now — is what’s missing. No massive resorts. No €80 sunbeds. No hordes pushing through ancient ruins. It’s still a little raw: rough roads, late buses, and the occasional plan that doesn’t quite work out.
But it’s also generous — massive plates of grilled meat or fish, local wine, and people who insist you try their homemade raki whether or not you think you can handle it. You might hike to a beach that looks straight out of a travel magazine — and find yourself nearly alone, aside from a few locals swimming nearby.
Still, change is coming fast.
The Vlora International Airport is set to open soon, bringing in more international travelers. Beach clubs are already popping up along the Riviera, and major hotel brands are eyeing the coastline. So if you’re curious about a corner of the Mediterranean that still feels like a discovery — with its mix of Ottoman towns, wild mountains, and undeveloped coastline — Albania is worth visiting now.
How long it stays this way? That remains to be seen.
