Tourism in Albania is a relatively new phenomenon. Until 1990 when the Communist regime collapsed, Western tourists were only allowed to visit the country in highly controlled groups. However, after the formation of the Republic of Albania in 1991, tourists were able to visit the country as independent travellers, and inerest in the country has grown ever since.

According to the United Nations World Tourism Organization (UNWTO), the Mediterranean region is the number one international tourism destination, presently attracting approximately one third of all tourists. Although this percentage is forecast to drop to under a quarter by 2020, 346 million international tourists are still projected to visit this region annually by that time. The Balkan countries attracted around 54 million visitors in 2010 and are forecast to attract 79 million by 2020.

Although Albania is well situated to take advantage of the millions of international tourists that are presently coming to the Mediterranean and, more specifically, the Balkans, it presently attracts a very small percentage of this existing market. In part this is due to a relatively undeveloped infrastructure, as well as the somewhat negative image of the country, which dates back to its repressive Communist era.

However, tourism is currently growing at rates that are well above those being experienced in most other countries in Europe, and indeed the world. Much of this is due to pent-up demand for visiting a previously isolated country, as well as the improved road infrastructure that is providing better links with neighbouring countries. In order to maintain the strong growth of tourist arrivals, continued investment in infrastructure will be essential.