Albania is emerging as the top holiday destination for British travellers, offering sun, sea and sand at a fraction of the cost of traditional European resorts.
Albania is becoming the go-to destination for cost-conscious British holidaymakers
Rising costs are driving UK holidaymakers to seek cheaper destinations, according to the WTM Global Travel Report 2025. Despite the cost-of-living crisis, 75 per cent of Brits still prioritise taking a holiday. Forty per cent said expenses were “the biggest barrier” to travel, prompting many to hunt for discounts and all-inclusive packages.
Speaking at the World Travel Market in London, Tourism Economics managing director Dave Goodger said: “European travellers are looking to save money whether they go long-haul or short-haul. From all surveys, we see that cost comes out on top. We see that expense is the largest deterrent and overcrowding is also a concern. Travellers are prioritising value for money and looking beyond the usual hotspots. Albania, Serbia and Romania are newer, more affordable destinations that are seeing strong growth.”
The report highlighted that Albania has seen “exceptionally strong growth,” with beaches and resorts providing affordable options compared with Spain and other southern European countries.
Serbia and Romania have also attracted more visitors seeking cost-conscious holidays, while Turkey continues to appeal to those looking to save on luxury trips.
Beyond Europe, the report identifies Central America and Southeast Asia as emerging favourites. El Salvador is drawing tourists with its lower travel costs, while Vietnam, Thailand and the Philippines are expected to see continued growth. In the Middle East, Oman and Qatar are among the fastest-growing destinations in the world.
The report also notes that travellers are increasingly prioritising less crowded destinations to avoid overtourism and are seeking authentic experiences such as culinary tours, historical sites and outdoor adventures.
Many are shifting travel dates to avoid the peak summer heat in southern Europe. Spain, meanwhile, is adjusting to overcrowding and high prices by extending resort seasons and encouraging visitors to travel outside the hottest months.
Live events are another factor influencing travel choices, with countries actively attracting major music tours.
Goodger added: “Travellers are also motivated by sporting events and live music experiences, following the success of shows from Coldplay, Oasis and Taylor Swift.”
While UK holidaymakers face financial pressures, Tourism Economics says the global travel industry is on track to grow faster than the wider economy over the next decade.