TIRANA, July 27 – British media outlet Business Insider reported that Albania is attracting growing interest from British tourists, as searches for holiday packages in the country increased by 92% compared with the previous year.

According to Business Insider, travel company Baltic Travel has observed a shift among families and couples planning summer trips. Many travellers are choosing shorter flights within Europe and seeking more authentic experiences.

The media outlet reported that European destinations dominate the latest travel searches by British visitors. Tourists are increasingly looking for shorter journeys, cultural experiences and less traditional destinations.

Meanwhile, Business Insider highlighted rising demand for emerging holiday locations. Searches for holiday packages in Croatia increased by 273%, while Albania recorded a 92% rise.

The British media outlet noted that both countries attract visitors with natural landscapes, coastal areas and outdoor activities, including hiking and water sports. Shorter flight times have also made these destinations more suitable for weekend breaks and one-week holidays.

According to Business Insider, the Albanian Riviera has built a stronger reputation in recent years through its beaches, mountain landscapes and value-for-money offers. The report added that Albania and Croatia provide alternatives to some of the more crowded Mediterranean resorts.

The outlet quoted Baltic Travel Executive Director Birthe Nielsen as saying that tourists increasingly seek experiences beyond traditional beach holidays, including nature, local culture and historic towns.

/a.p./