Tirana is home to a range of architecturally different buildings, from the modern convention center to Soviet-era apartment buildings.

Often overlooked as a tourist destination, Albania is beginning to emerge as a choice European market

Care to sunbathe on a secluded beach or take a long hike through the mountains? Whatever tickles your fancy, it’s waiting to be discovered in an unlikely destination, but if you’re up for adventure and excitement, pack your bags: we’re going to Albania.

In Albania the sun shines on 450 km of pristine coastline along the Adriatic and Ionian Seas, home to dramatic backdrops and unspoiled beaches like Golem and Vlora Bay. The pearl of the Albanian Riviera is Saranda, where you can visit the ancient Illyrian city of Onchesmos, a port dating back to the first century B.C. Palasa, Dhermiu and Borshi are other spots along the coast where you can enjoy fishing, diving, canoeing and kayaking.

Albania also has deep roots in Hellenic, Roman, Byzantine and Ottoman cultures, resulting in a strong historical heritage and a unique cultural identity. One of its many archaeological sites, Amantia, is a hilltop settlement from 350 B.C., and Shkodra, one of Europe’s oldest cities, was once the capital of the Illyrian kingdom and later the economic nucleus of northern Albania. Today it is a cultural center with countless museums.

‘We are working to diversify our offer to include not just sun and sand, but rural and eco-tourism as Albania has virgin nature and coastline’

The country is also home to multiple UNESCO World Heritage Sites, including Gjirokastra, or “The City of Two Thousand Steps”, a well-preserved Ottoman town influenced by Islamic traditions and with outstanding 17th century architecture. Another is Berat, “The City of a Thousand Windows”, home to an impressive 5th century fortress and the magnificent buildings inside, which date back to the 13th century. Butrint, one of the Ancient World’s key maritime and commercial centers, is also on the World Heritage List. Home at various times to Greeks, Romans, Byzantines and Venetians, Butrint is an archaeological spot containing remnants of each period of the city’s development.

Tirana offers a mix of modern urban lifestyle and vestiges of the communist era.

These wonderful sights are turning a country virtually unknown on the vacation circuit into an up-and-coming hotspot, prompting observers to predict that Tirana, the capital, will soon become South East Europe’s answer to Prague. This transformation, however, will not be possible without extensive efforts, and the government has already set a target of 500,000 tourists per year, 100,000 new jobs and an estimated revenue of $800 million. Mr. Bujar Leskaj, Minister of Tourism, says, “We are working to diversify our offer to include not just sun and sand, but rural and eco-tourism, as Albania has virgin coastline, untouched nature, rich flora and fauna and is close to many important European countries. We are ready to tap into the market.”

To cope with the growing numbers of visitors, the ministry is working with the World Bank to produce a master plan for the urban development of the southern coast. Furthermore, a new program is providing loans to entrepreneurs interested in developing services like lodging, and potential foreign investors have been quick to snap up development opportunities in the hotel industry. Mr. Leskaj says, “Albania has the necessary resources to accommodate these tourists and manage the flux of visitors we have projected.” Furthermore, the ministry is committed to developing tourism in a way that is environmentally friendly, avoiding the overdevelopment and congestion that plagues other destinations, setting Albania apart from its Mediterranean competitors.