A new wave of British tourists is turning away from traditional Mediterranean destinations like Malaga and Benidorm, in search of more affordable and less crowded alternatives—putting Albania at the top of the list.

According to a recent article published by The Guardian, Albania—dubbed by the media as “the new Croatia”—has seen a remarkable 61% increase in visits from the UK in 2024 alone.

The travel blogger Tara Tadlock, who has nearly 15,000 followers on Instagram, said the trend was inspired by a post-Covid burst of adventure as well as the cost of living crisis, as holidaymakers hunt for bargains.

Tadlock said she expected Albania to become “the new Croatia” as it has the stunning scenery without Croatia’s over tourism problem. “The experience I think is a little dampened when you have to wait in line for two hours,” she said. “I do also think that consumers are thinking more about sustainability and the effects of tourism or like just the impact of travel in general.”

This shift is largely driven by a booming trend on TikTok, where influencers are promoting so-called “destination dupes”—places that offer natural beauty and similar experiences to well-known destinations, but at a much lower cost. “Holidays have become expensive, beaches overcrowded. Albania offers it all—without the queues or the stress,” said one travel blogger with thousands of followers on the platform.

Data from the UK Civil Aviation Authority show that, in addition to Albania, travel to Montenegro and Bosnia has also increased significantly. However, what sets Albania apart is its unique combination of pristine beaches, affordable food, and hospitality that visitors describe as “exceptional.”

The estimated number of arrivals from England, Wales, Scotland, and Northern Ireland this year is around 150,000.