Green Coast, as one of the most prestigious projects on the Albanian Riviera, is increasingly attracting the attention of international media. BBC Travel has listed Albania among the world’s most renowned destinations such as Puglia in Italy, the Alentejo Coast in Portugal, Andermatt-Sedrun-Disentis in Switzerland, the French Riviera, Slovenia, the Peloponnese in Greece, Paris, and the western coast of Sweden—highlighting Green Coast as one of the must-visit destinations for this summer.
From romantic Mediterranean getaways to alpine hikes filled with fresh air, there are plenty of exciting places to explore in Europe this year, writes Stacey Leasca for the BBC.
While much of Europe is rich in history, culture, cuisine, and breathtaking landscapes, certain spots are particularly well-prepared to welcome travelers.
This is not your typical holiday list filled with famous cities like Rome or London. Instead, it’s a carefully curated selection of specific picks for 2025 that promise to make this year’s holidays especially unforgettable—placing Albania among them, a country rich in culture and history, with fairytale-like beaches.
BBC continues by emphasizing that Albania has long been one of Europe’s most underrated destinations, but that is quickly changing. With eased visa policies and more accessible air travel, the country is rapidly rising on the international travel map.
In 2024 alone, Albania welcomed a record 11.7 million international visitors—a tourism boom that, according to the BBC, is closely tied to the global demand for unspoiled Mediterranean destinations. Therefore, the outlet suggests, now is the perfect time to discover this coastal gem before it becomes overcrowded.
“Albania is quickly gaining recognition for its unique blend of history, pristine coastline, and emerging culinary and wine scene,” says Kimberly Denison, an independent travel advisor.
She highlights key attractions like the UNESCO-protected town of Gjirokastër, the untouched beaches of the Albanian Riviera, and the vineyards of Berat, which together offer a Mediterranean experience still far from mass tourism but increasingly in the spotlight.
Part of this transformation includes the rise in luxury accommodation standards. Green Coast, located near the UNESCO-protected area of Butrint, is cited as a clear example of investments aiming to deliver a new level of exclusivity and comfort on Albania’s shores.
“Albania is on the verge of becoming one of the top destinations for luxury vacations in the Mediterranean,” Denison adds.
Meanwhile, places like Ksamil are growing in popularity, but those who venture beyond the well-known spots are rewarded with crystal-clear waters that rival even Greece’s most famous islands.
BBC also mentions the city of Vlora, where major developments like the Marriott at Vlora Marina—expected to open in 2028—confirm that Albania won’t remain a well-kept secret in the Mediterranean for much longer.
