 The moon's reflection is dancing off the breathtaking Ionian Sea and the music's so good, the staff are climbing on the bar to join in the party. This is not what I expected from my first trip to Albania. When you tell relatives over the age of say, 45, that you're heading to the former-communist stronghold, they'll ask one question: is it safe? Though its dictatorship fell in 1990, Albania has struggled to rebrand in the eyes of some holidaymakers, not helped by its regular mention in Westminster (in 2022, there were more Albanians applying for asylum in the UK than any other nationality, making it synonymous with the 'small boats' discourse). Yet Albania has become one of the up-and-coming European destinations for those in the know, attracting a record-breaking 5 million tourists last year. How? Enter Kala, a week-long festival held in the coastal town of Dhërmi, promising yoga by day, dancing by night, for a younger generation of visitor seeking paradise on a budget. Kala markets itself as a luxury alternative for festival-goers looking to swap wellie boots for bikinis. Instead of a tent, you can choose from packages offering three-, four-, or five-star hotels. Forget beige burgers, the beachside restaurants serve seafood linguine, fresh Greek salads and quality woodfired pizzas. It's one of several festivals to set up shop on what's been flamboyantly dubbed the 'Albanian Rivera,' with organisers working closely with the Albanian tourist board to overhaul the country's international reputation. So far, so successful. But first, you've got to get there. Splendour stage the morning after the night before (Picture: James Bridle) Win a seven-day cruise around the Mediterranean with Virgin Voyages You could win a glorious trip to the Med for two with Virgin Voyages. Our lucky winner will be sailing around the Mediterranean on a superyacht-inspired ship with five-star food whenever you want it, top-drawer entertainment on tap){kind=link}
NEWS… BUT NOT AS YOU KNOW IT
The moon’s reflection is dancing off the breathtaking Ionian Sea and the music’s so good, the staff are climbing on the bar to join in the party. This is not what I expected from my first trip to Albania.
When you tell relatives over the age of say, 45, that you’re heading to the former-communist stronghold, they’ll ask one question: is it safe?
Though its dictatorship fell in 1990, Albania has struggled to rebrand in the eyes of some holidaymakers, not helped by its regular mention in Westminster (in 2022, there were more Albanians applying for asylum in the UK than any other nationality, making it synonymous with the ‘small boats’ discourse).
Yet Albania has become one of the up-and-coming European destinations for those in the know, attracting a record-breaking 5 million tourists last year. How?