Felicity Long
The transformation of the Balkan Peninsula's importance on the international tourism stage has been among the most noteworthy travel trends in the past decade or so. It's been fascinating to watch country after country -- Croatia, of course, followed by Slovenia, Estonia and Montenegro -- morph from relative obscurity on the radar of most Americans, to, with astonishing speed, booming popularity and, in some cases, overtourism.
(A side note for geography purists: Exactly which countries comprise "the Balkans" is loosely defined and often disputed, whereas "the Baltics" is generally considered to refer only to Estonia, Latvia and Lithuania. For the purposes of simplicity, I'm referencing the entire Balkan region.)
The natural question, then, is where is the next hot spot? According to the recent ITB Berlin 2025, the answer might just be Albania.
The official host country of the trade show, the emerging destination debuted its slogan, "Albania All Senses," while showcasing its many attractions.
Key among them is its nearly 300 miles of coastline on the Adriatic and Ionian seas, and according to Mirela Kumbaro Furxhi, Albania's Minister of Tourism and Environment, there are plans for the development of those coastal regions but with an emphasis on sustainability.
The country also has a Mediterranean climate; is extremely mountainous, complete with networks of hiking trails; has its fair share of castles, Ottoman architecture and ancient ruins; and enjoys a rich and complex culture that includes spending the last 20 years or so shaking off the remnants of its communist past.
The destination is looking to showcase its cuisine, with a proactive push to offer farm-to-table culinary experiences and digital platforms to make those experiences accessible.
Nature lovers can enjoy kayaking and whitewater rafting on the River Vjosa, which flows to the Adriatic and is one of Albania's 12 national parks.
In fact, more than 20% of Albania's land is a nature reserve, and Lake Ohrid, one of the oldest and deepest lakes in the world, is a designated Unesco World Heritage Site.
Would-be visitors looking for a so-called undiscovered gem shouldn't dawdle, though.
According to the ITB Berlin host country report, Albania is already experiencing a spike in tourism, with visitor numbers up 36% from January to August 2024 compared to the same period in 2023.
Albania is a member of NATO, and although it does not use the euro, the currency is widely accepted, especially in the tourism sector.