The British Broadcasting Corporation (BBC) has included Albania and especially Vlora in its list of the top nine European destinations to visit in 2025. In an article featuring countries such as Italy, France, Portugal, and Greece, Albania is described as a long-underappreciated destination whose reputation is changing, thanks to its rapid transformation, improved travel options, and more frequent flights.In 2024, Albania welcomed a record 11.7 million visitors, driven by the growing interest in escaping to lesser-known Mediterranean locations. Travel blogger Kimberly Denison points out that Albania’s rising global popularity can be attributed to its unique blend of history, nearly untouched coastline, and traditional cuisine. The article also mentions improvements in infrastructure and the development of new projects as key factors contributing to the increasing interest in Albania as a travel destination.

In addition to well-known attractions like Gjirokastër, Berat, Butrint National Park, and the majestic mountains in the north, the BBC highlights significant developments such as the arrival of Vlora Marriott Hotel on the Albanian Riviera through the Vlora Marina project, which is currently underway in the city of Vlorë and is expected to bring modern development to this city. This ambitious project brings to Albania, for the first time, a world-class marina integrated with luxury residences and elite services, establishing Vlora as one of the most promising points for tourism and investment in the region.

Another example of the rising standards of luxury accommodation is Green Coast, located near the UNESCO-protected area of Butrint. This is cited as a clear illustration of investments aimed at bringing a new level of exclusivity and comfort to the Albanian coastline.

Albania is celebrated as a destination that offers a wealth of experiences, and its mild Mediterranean climate makes it attractive year-round. However, the article notes that the summer season is the most popular time to visit, especially for tourists looking to avoid crowds and to explore both beaches and mountainous areas for hiking.