A European country may soon be “flooded” by tourists, writes Joe Rossiter for the British newspaper Express.

Albania has seen rapid growth in its tourism industry in recent years. New hotels have opened, and its sandy beaches have become favorites among social media influencers.

In 2015, over 3 million tourists visited Albania. The number rose to 4 million in 2017 and 6 million in 2019. Since the pandemic, the numbers have increased sharply. In 2023, about 10 million people visited—a 56% rise compared to pre-pandemic figures.

This makes Albania the fastest-growing holiday destination in Europe. The government expects up to 30 million foreign visitors by 2030.

To put it in perspective, that would exceed current tourism numbers in Portugal and Croatia.

Globally, Albania ranks third in tourism growth, just behind Qatar and Puerto Rico. Qatar saw an 89% rise in visitors between 2019 and 2023. Puerto Rico’s numbers rose by 58%, slightly ahead of Albania.

Investors are also taking notice. Jared Kushner and Ivanka Trump recently received approval for a $1.4 billion luxury hotel on Sazan Island.

Albania has long been a hidden gem for European tourists. It offers attractions like the Blue Eye, a natural spring in the mountains; the Dajti Express cable car, which takes visitors to a mountaintop; and the Butrint National Park, a major archaeological site with layers of history from Hellenistic to Byzantine times.

Alongside these, Albania’s sandy beaches, coastal resorts, and hot summer weather make it a highly attractive destination for travelers.

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