British holidaymakers are increasingly swapping the crowded coasts of Spain and Greece for a breathtaking and budget-friendly alternative: the Albanian Riviera. A stunning stretch of coastline now dubbed 'Europe's Maldives' is capturing the imagination of travellers seeking sun, sea, and serious value.
A Budget Paradise on the Ionian Sea
At the heart of this trend is Ksamil, a picturesque seaside village in southern Albania. Known for its turquoise waters, white sand beaches, and summer temperatures reaching 30°C, it offers a tropical aesthetic at a fraction of the cost. The allure is clear: visitors can enjoy pints of beer for as little as 77p and find three-course dinners for around £17. Accommodation is equally affordable, with apartments available from £20 per night.
The destination's beauty has drawn comparisons to the Caribbean, with The Telegraph praising its palm trees, dazzling beach, azure sea, and thatched parasols. Situated within the Butrint National Park, Ksamil's charm is undeniable. It's little wonder that approximately 120,000 Britons now travel to Albania each year, with some flight times from the UK as short as three hours.
Tourism Boom and Cultural Shifts
Ksamil and Albania's Ionian Coast have been on the radar of savvy travellers for some time, featured in The Guardian's best bargain beach holidays list back in 2013. Since then, tourism has exploded. Official figures reported by DW.com show that over 11.7 million foreign tourists visited Albania in 2024, with estimates suggesting this could rise to 15 million by the end of 2025—a number nearly four times the country's population.
This surge has led to significant development, including the construction of new hotels. To compete with established Mediterranean rivals, Albanian hoteliers are now focusing on providing deeper cultural experiences for visitors, such as local food tasting sessions and traditional folk dances.
Practical Tips for Visiting Ksamil
For those planning a trip, seasoned visitors share useful advice. Many of Ksamil's beautiful beaches are privately managed by seafront restaurants and cafes. These venues typically hire out sun loungers and umbrellas for a few euros per day, with prices often dropping after 3pm. During the busy summer months, arriving early is essential to secure the best spots.
The travel guide 48 Hours in Europe notes that the calm, azure waters are perfect for swimming, while the beach atmosphere is enlivened by locals selling fresh doughnuts, fruit, and other sweet treats. Beyond the beach, the region is rich in history. Culture enthusiasts can explore nearby UNESCO World Heritage sites like Gjirokastër, a former Ottoman fortress town, and the Apollonia Archaeological Park, filled with ancient Greek and Roman ruins.
With its combination of natural beauty, historical depth, and remarkable affordability, Ksamil represents a compelling new chapter for British holidaymakers looking for an unforgettable yet economical summer escape.
