Corriere Della Sera has dedicated an article to tourism in Albania, where according to the Italian daily, the increase in prices seems to have negatively affected this sector.
Albania's weight in terms of beach tourism seems to be fading. Or rather, it no longer attracts the segment of Italian tourists who, over the last three years, have found it convenient to spend their holidays beyond the Adriatic. "In fact," explains Michele Viola, owner of the tour operator Goodays, "we have already noticed an initial decline at the end of last summer's season. This trend has been significantly repeated in 2025: few people are calling to book the Albanian coast; groups prefer to choose other options."
The figures, at least those from the Bari-based agency, show a decline compared to three years ago, when "the number of Italians travelling to the Albanian coast increased by 30 percent, thanks to a significant influx driven by the affordability and beauty of the region". "We must be clear", continues Viola, "and explain that Italian family incomes are constantly falling and holidays are a problem. So, while Albania used to offer a suitable cost-benefit ratio, this combination no longer works. Bookings are well below half of what they were three years ago. Our agency is doing well with organised tours, from Egypt to Dubai to Spain. Overall turnover has increased thanks to this specialisation. The tendency among those who do not travel abroad is to stay in Puglia, perhaps taking advantage of weekends in seaside resorts and staying in bed and breakfast hotels".
"Albania", says Massimo Salomone, coordinator of the tourism section of Confindustria Puglia and president of the Tourism Section of Confindustria Bari and BAT, "has certainly grown as a destination, supported by rapid investments in infrastructure and improved bureaucracy, but the equation with low-cost tourism is often misleading. There are aspects of the Albanian destination, such as services, price transparency and the quality of tourist offers, that deserve great attention, as highlighted by several traveler testimonies. Our aim is not to increase competition, but rather to build a positive synergy. Puglia and Albania share the Adriatic Sea and a historical cultural heritage that could become a driving force for integrated projects, both in terms of tourism and infrastructure. However, it is important to clarify that Italy (and Puglia in particular) remains a very popular destination for Italian tourists."
Ultimately, there is a problem of rising costs that is affecting the middle class. "The segment of customers who are willing to tolerate less efficient service for a lower overall price," concludes Piero Innocenti, vice president of Fiavet Puglia, "apparently no longer finds the right incentives because they expect more significant savings. Apparently, tariffs in Albania have increased and this is discouraging. This also applies to other destinations such as Croatia and Montenegro, while Greece is doing well. The cruise segment is also performing well in September and October. What about Puglia? The sector is continuing its trend as last year and the presence of air connections with abroad is allowing for continued growth." (A2 Televizion)
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