Crystal clear waters, Unesco world heritage sites and only the very occasional British voice in earshot.

Albania is shaking off its reputation for organised crime and taking on Greece and Croatia as tourism bounces back from the pandemic.

Such is the demand, airlines are increasing flight frequencies, holiday companies are introducing new tours and major hotel groups are announcing new properties in the country.

Travel experts say social media is a strong driving force behind the surge in interest.

“They’re big social media users over there and they have capitalised on that,” Ellie Marr, an Albania specialist at Regent Holidays, said.

The seafront at Ksamil, one of the most popular destinations thanks to TikTok videos. A glass of wine can still be bought for £1.70 or a pint of beer for £1.10.