Discover Albania, Europe’s hidden gem, at ITB Berlin 2025
Located in the heart of the Balkans, Albania is a country of stunning nature, rich history, and warm hospitality
From sunny beaches to snowy mountains, this up-and-coming destination is becoming increasingly popular with travellers seeking memorable experiences.
There are many compelling reasons to visiting Albania, one being its location, which gives Albania a unique blend of Mediterranean and Balkan culture. Its pristine coastline along the Ionian and Adriatic seas features quaint villages, turquoise waters, and untouched beaches. Destinations like Ksamil and the Albanian Riviera rival more famous Mediterranean spots yet remain crowd-free. Albania is gaining recognition as a top travel destination for 2025, especially for sun and beach lovers.
But Albania’s coastline is not the only reason travel experts are describing Albania as a stunning and affordable European destination—there’s something for everyone. The country’s rugged landscapes attract nature lovers and adventurers, while history enthusiasts will marvel at ancient Roman ruins, Ottoman towns, and UNESCO World Heritage sites. Meanwhile, Tirana, the capital city, is a lively hub with colourful architecture, vibrant café culture, and a growing art scene, offering travellers a glimpse of modern Albania.
Over the past two decades, Albania has undergone an impressive transformation. It now boasts rapid growth in its economy and infrastructure, making it more accessible and tourist-friendly. In 2024 alone, Albania welcomed a record 11.7 million tourists. The government’s focus on foreign investment, sustainable tourism projects, and promoting tourism has placed Albania on the global map. Modernised roads, expanded services, and sustainable initiatives enhance the travel experience. Tirana International Airport serves as an important gateway, connecting Albania to major European citie
Air Albania, the nation’s flagship carrier, has been instrumental in boosting tourism, converting Tirana International Airport into a regional hub, growing its fleet, and beginning operations at the brand-new Vlora Airport. Air Albania aims to have 30% of Albania’s aviation market share, expanding with routes to the Middle East, North and Central Europe.
One of Albania’s most special assets is its people, known for their warmth, generosity, and hospitality. Whether dining in family-run taverns or exploring historic villages, visitors are met with genuine kindness that leaves a lasting impression
Traditional cuisine is another highlight of the Albanian experience. Dishes like tavë kosi (baked lamb with yogurt) and byrek (savory pastry) are must-tries that can be paired with locally produced wines or raki, a strong grape brandy.
Once visitors arrive in Albania, they have plenty of options for adventure. Starting in Tirana with attractions like Skanderbeg Square and the Bunk’Art museums, which showcase the country’s history, travellers can then head south to the Llogara Pass, a stunning mountain road offering breathtaking coastal views.
The UNESCO-listed town of Berat, known as the “City of a Thousand Windows”, is a must-visit for its historic architecture and serene atmosphere while beach lovers will adore the crystal-clear waters of Dhërmi, Himara, and Saranda. Adventurers can also hike in the Valbona Valley National Park, kayak on the Shkodra Lake, or explore the mesmerising Blue Eye Spring, a stunning natural wonder.
Albania is gaining international attention as a top European travel destination for those looking for adventure, cultural exploration, or relaxation by the sea. Visitors to ITB Berlin can learn more on the stand of this year’s Official Host Country.
Hall 3.1 / Stand 105,
Hall 4.1 / Stand 200
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