Skift Take
The U.S. market might be seeing a pullback, but Europe continues to lure budget-conscious travelers to under-explored destinations with a booming hospitality sector.
Nestled between the Adriatic and Ionian Sea inside the Mediterranean is a country smaller than the state of Maryland but rich with wetlands, national parks, mountains and home to 30% of Europe’s flora.
Albania isn’t what comes to mind when one imagines a European vacation — even so, tourism officials in the country are expecting up to 10 million tourists this year as travelers prioritize budget-friendly destinations. With a long coastal riviera, mountain ranges, lakes and protected natural areas, in January of this year alone, Albania welcomed over 300,000 off-season visitors. That number stood at 194,000 in 2022.
“We knew that Albania was one of those hidden gems or a secret spot five years ago,” said Niels Mueller-Wickop, CEO of travel company JoinMyTrip, which