Since China and Albania signed a visa-free travel agreement in January 2023, Albania's tourism industry has experienced remarkable growth, transforming from a seasonal getaway to a year-round destination.
Once a hidden gem on the European map, Albania is now stepping into the global tourism spotlight, drawing visitors with its rugged mountains, pristine coastlines, and UNESCO-listed heritage sites. A new chapter began on Jan 16, 2023, when China and Albania signed a bilateral visa-free travel agreement, leading to a sharp increase in international interest, particularly from Chinese travelers.
"In the past, we focused on peak periods. But now, we're seeing success year-round, drawing in business from both new and traditional markets. That's a huge milestone," said Herida Duro, general director of tourism development at Albania's Ministry of Tourism and Environment.
Thanks to the visa-free policy now in effect, Albania stands ready to host between 300,000 and 400,000 Chinese tourists annually. Officials are eager to encourage travel not just during the crowded summer months, but also in the quieter off-season, when destinations are calmer, more affordable, and easier to enjoy.
"We want Chinese tourists to stay longer, especially in the quieter months. The interest is real and Albania is ready to welcome them with personalized, professional services," said Duro.
To meet the surge in demand, Albania is undergoing a tourism infrastructure transformation. From five-star resorts along the Riviera to upgraded roads and airports, the country is investing heavily in enhancing visitor experience without losing its authentic charm.
But officials emphasize tourism growth is about more than numbers.
"Albania stimulates all the senses from the weather to the joy of our people. That authenticity is what keeps visitors coming back, wanting to discover our country. And it's what makes us one of the most visited destinations," said Arben Ipa, president of the Association of Tour Operators in Saranda.
Protecting Albania's natural and cultural heritage remains a top priority. With over 22 percent of the country's land designated as protected areas, new tourism investments are carefully balanced with sustainability goals. New developments are designed to highlight, not erase, Albania's breathtaking landscapes and biodiversity.
As tourism continues to thrive, industry leaders believe Albania is no longer a fringe destination on Europe's map, but a central stop for global travelers, especially those from China.
"Tourism is a borderless industry. We don't want to be just the vase for someone else's bouquet. We want to be in the bouquet," said Ipa.
With strong diplomatic ties, rising international visibility, and year-round tourism strategies in place, Albania is fast redefining itself, not just as a destination to visit, but as an experience to remember.
Visa-free pact with China fuels tourism boom in Albania
Visiting Chinese Foreign Minister Wang Yi said Saturday China is willing to work with Lesotho to strengthen exchanges on governance experience, enhance coordination in multilateral affairs, and advance the China-Lesotho strategic partnership.
Wang, also a member of the Political Bureau of the Communist Party of China Central Committee, made the remarks when meeting with Lesotho Prime Minister Sam Matekane in the capital of Lesotho.
During the meeting, Wang congratulated Lesotho on the 60th anniversary of its independence this year, and spoke highly of Lesotho government's efforts to prioritize economic development and steer the African country onto a path of sustainable growth. Since the Beijing Summit of the Forum on China-Africa Cooperation (FOCAC) in 2024, the two sides have advanced cooperation under the 10 partnership action plans unveiled at the summit, successfully implementing a number of key projects to effectively promote Lesotho's development and revitalization, Wang said.
China stands ready to work with Lesotho to strengthen exchanges on governance experience, enhance coordination in multilateral affairs, and push for greater development of the China-Lesotho strategic partnership, he added.
Calling on the two sides to firmly support each other, Wang said that China will accelerate the implementation of its zero-tariff policy for African countries, including Lesotho, expand bilateral trade, investment and industrial cooperation, facilitate broader access of Lesotho's specialty products to the Chinese market, and continue to support Lesotho's national development.
China will continue to stand firmly with African countries, uphold justice for the Global South, including Lesotho, oppose unilateralism and acts of bullying, and work together to build a community with a shared future for humanity, Wang said.
On his part, Matekane said during the meeting that Lesotho cherishes its friendship with China and the strategic partnership between the two countries, and expressed gratitude for China's valuable support for the development of African countries, including Lesotho.
Lesotho firmly adheres to the one-China principle and resolutely supports China in safeguarding its core interests, he said, noting that his country stands ready to strengthen strategic mutual trust with China, expand people-to-people exchanges, jointly implement the outcomes of the FOCAC Beijing Summit, and deepen cooperation in areas such as infrastructure, manufacturing and energy.
Matekane stressed that China's zero-tariff policy for African products will inject new impetus into Lesotho's development. He also expressed Lesotho's willingness to strengthen solidarity and cooperation with China on multilateral platforms such as BRICS to jointly address global challenges.
On the same day, Wang also held talks with Lejone Mpotjoana, minister of foreign affairs and international relations of Lesotho.
China, Lesotho to strengthen exchanges, advance cooperation
China, Lesotho to strengthen exchanges, advance cooperation
