As global tourism shifts, Albania rises fast. Once Europe’s best-kept secret, it now draws the world’s attention. A new visa-free deal with China has further boosted its visibility and visitor numbers.

Journalist Evangelo Sipsas reports from Saranda for CGTN, highlighting how Albania is reshaping its tourism model. The country is moving beyond seasonal travel. It now offers a year-round experience for global visitors.

Tourism is breaking records. Albania’s beaches, mountains, and heritage sites continue to attract tourists. In addition, the country is becoming a strategic destination for long-distance travelers from Asia and beyond.

Moreover, the tourism strategy has evolved. Previously, Albania focused only on summer peaks. Now, it welcomes steady flows in every season. This shift, according to officials, marks a major transformation.

“We used to focus only on peak season,” said Herida Dura, General Director at the Ministry of Tourism. “Now we see steady growth all year. That’s a big step forward.”

At the same time, a major boost comes from the East. A visa-free agreement with China has opened Albania to one of the world’s largest tourism markets. As a result, officials expect 300,000 to 400,000 Chinese tourists annually. Notably, many will arrive during off-season months.

“We want Chinese tourists to stay longer,” Dura added. “Especially when it’s quieter. The interest is real. We’re ready with professional, tailored services.”

To support this growth, Albania is rapidly upgrading its infrastructure. New luxury hotels are under construction. Modern ports and improved transport links are emerging across the country. Meanwhile, the government remains focused on preserving the country’s unique identity.

“Albania touches all the senses,” said Arben Çipa, head of the Tour Operators Association in Saranda. “Our nature, our culture, and our people—that’s what keeps tourists coming back.”

Furthermore, sustainability is a national priority. Albania has protected nearly a quarter of its land. Thus, tourism is growing alongside environmental protection. In other words, the country is balancing progress with preservation.

“Tourism knows no borders,” Çipa emphasized. “We don’t want to be just a vase for someone else’s bouquet. We want to be in the bouquet.”

Consequently, as Chinese tourists prepare to arrive, Albania stands ready. It’s no longer just on the map. Instead, it is helping to redraw it. From one region to another, from the Adriatic coast to the peaks of the Accursed Mountains, Albania is quickly becoming Europe’s next must-see destination.

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