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From hotels to apartments, why tourists are changing the way they vacation in Albania!

2026-09-20 09:33:47Kosova&Bota SHKRUAR NGA REDAKSIA VOX

From hotels to apartments, why tourists are changing the way they vacation in

Summer 2026 is bringing more tourists to Albania, but the increase in visitor numbers is not necessarily translating into more revenue for the sector. Tourists are booking later, staying less and being more careful with their spending.

Meanwhile, service, lack of qualified staff, traffic, and infrastructure problems remain among the main concerns of the season.

After a weaker June, the months of July and August brought an increase in the number of foreign tourists.

Operators expect the flows to continue throughout September and into the first days of October, indicating that the tourist season is extending.

Even contracts for organized tourism for 2027 have been closed with an increase, both in number and in prices.

However, tour operators emphasize that behind the positive figures lie several problems that have become more apparent this year.

One of the main changes is the way tourists are planning their trips. Last-minute bookings have increased, especially from Western markets.

Tourists are also being more careful with money and spending less during their vacations.

A large portion of visitors to Albania are low- or medium-budget tourists. For many of them, the country remains attractive because it offers the opportunity to explore a new destination at a more affordable cost.

This trend is also affecting the way accommodation is provided. The use of private apartments and houses through online platforms is increasing, while more tourists are choosing to buy food at the supermarket and prepare it themselves, instead of consuming it in restaurants.

One of the reasons is related to prices. In some cases, tourists are seeing the price as high in relation to the quality they receive.

Service remains one of the main problems

In addition to costs, another notable problem this season is the quality of service. The lack of qualified staff is creating difficulties for hotels, restaurants and other tourist structures.

Operators say staff shortages and rising costs have affected service quality. Businesses often face the choice between cutting staff costs and lowering product quality.

The problem is not only related to the number of employees, but also to their experience and qualifications. The increase in wages due to the shortage of labor has increased costs for businesses, while in some cases employees do not have the necessary level of preparation.

For this reason, some tourist structures are increasingly oriented towards employing foreign nationals.

Agreements to bring in workers from Asian countries are seen as a way to alleviate labor shortages.

Another challenge is the use of technology. Operators estimate that the sector needs more digitalization, as technology can help businesses reduce costs and increase productivity.

Finally, service problems are also being reflected in the reviews that tourists leave on online platforms. In coastal areas, where the influx of visitors is greater, these problems become even more apparent.

Thus, the 2026 tourist season is closing with more tourists and a longer season, but also with strong challenges for the industry.

The increase in the number of visitors remains positive, but the main challenge is that this growth is accompanied by more revenue, better service and a more qualitative experience for tourists.


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