By Ola Xama
Albania has had the weakest tourist season recorded since the pandemic, according to figures for the January-July period.
In 2022, for the period January-July, 1.1 million more foreign visitors entered Albania with a growth rate of 40%, in 2023 1.2 million more (30% annual growth) and in 2024 1.19 million more visitors were registered from January to July with a growth of 23%.
For the period January - July 2025, the increase in the number of foreign visitors was 225 thousand, with a growth rate of 3.5%. There is no decrease in the number of foreign visitors, but a decrease in the pace of their increase, and not a little, but by almost 7 times compared to the previous year.
So instead of conferences where we talk about how successful a season we had, it is better to identify the reasons why Albania is not a sustainable destination where tourists want to return and what is being offered to visitors.
Before we find the reasons in high prices and private operators, public agencies would do well to analyze the minimal community services available in these areas.
Along Dhërmi beach, for example, which is considered one of the most elite areas, I counted a total of 4 garbage bins, overflowing and no one from the municipality going to collect the waste. Electricity was cut off whenever there was wind to protect the lines from defects, while water was mainly provided by private entities that had installed wells.
When I asked some local businesses in this area, they told me that they paid 35 thousand euros in fees for using the coastline and about 25 thousand euros in local taxes to the municipality, to receive no services. No water, no cleaning, no greenery (the trees and asphalt along the beach were made with private contributions). If you calculate the bills that businesses pay twice, both to the municipality and privately to receive services, the price per night will turn out to be high.
So before the government points the finger and blames business for why tourists are not returning, it is good to ask itself and the municipalities of these areas: is it worth it for a tourist who pays up to 700 euros a night to return when there is no water, sometimes no electricity, and the smell of garbage stinks?
(For illustration, a photo taken from Drymades beach in August 2025)
