How Social Media Tourism Is Driving Up Property Prices in Albania

I’ve been saying this for years, but now it’s impossible to ignore: social media is changing the way people travel—and it’s changing the way they invest in real estate here in Albania.

You’ve probably seen it yourself. A quick TikTok about Ksamil’s turquoise waters, or an Instagram reel showing a drone shot of Saranda at sunset, and suddenly the world wants to be here. And when tourists arrive in numbers like this, property prices move. Fast.

The Instagram Effect on the Albanian Riviera

Let me start with something that happened recently. I was walking with a couple from Poland along Rruga Butrinti, right where you get that sweeping view of the Ionian. The husband stopped mid-sentence, pulled out his phone, and said, “This is exactly the shot we saw on Instagram!”

That’s when it clicked for me again. Social media isn’t just promoting Albania as a holiday spot. It’s creating new buyers, new investors, and a new kind of urgency in the real estate market.

When Saranda apartments for sale appear in front of millions of eyes on TikTok or YouTube, it shortens the decision cycle. A traveler becomes an investor almost overnight.

Ksamil – From Hidden Gem to Trending Destination

Anyone who lived here even ten years ago remembers Ksamil as quiet, almost too quiet. Now? Try finding beachfront property there under €200,000. Social media has turned Ksamil into a Mediterranean brand of its own.

I had a young couple from France just last month. They had never even visited Albania before—they found a reel about Ksamil on Instagram, booked a flight, and within three days they were touring apartments with me. They ended up falling for a brand-new project, White Residence in Ksamil. Luxurious build, just finished in 2025, private pool for residents, tucked into a new quiet neighborhood only seven minutes from the beach. Quiet luxury at its best.

That’s how powerful social media tourism has become. It transforms likes into long-term investments.

Saranda’s Rise – Stories from the Ground

I’ve always said Saranda offers the best value on the entire Mediterranean coast. And I mean it.

The numbers back it up—compared to Corfu, we’re still miles more affordable. But it’s not just price. It’s lifestyle. It’s that mix of modern apartments with full sea views and the feeling that the town is alive year-round, not just in July and August.

Last week, while showing a one-bedroom seaview apartment on Skënderbeu Street, I watched the client lean on the balcony railing and just stare. No blocked views, only the Ionian stretching endlessly. The place comes fully furnished, with a residence pool and a neighborhood that feels safe, lived-in, and local. You can see the listing here. That moment of silence from the client—when you know they’ve mentally already moved in—that’s what I love about this work.

A Quick Tangent – Coffee and Real Estate

Maybe it’s just me, but I believe real estate in Albania can’t be separated from coffee. Most of my meetings start with a macchiato at a small seaside bar, where locals gather for hours in the morning. It’s part of our culture. And honestly, some of the best negotiations happen after the second espresso, not in the office.

I think that’s why so many foreign clients feel at home here. Investing in the Albanian Riviera doesn’t just mean buying affordable properties. It means stepping into a lifestyle where business is mixed with sea views, strong coffee, and slow conversations.

Borsh – Where Quiet Luxury Still Exists

Of course, social media hasn’t lit up every corner yet. Some places still keep their calm, at least for now.

Take Borsh. Drive seven minutes inland from the main beach road and you’ll find villas that feel completely removed from the tourist rush. These aren’t generic houses either. Our construction company—with over 15 years of experience and more than 150 professionals—built White Villas in Borsh. Each villa is a three-floor residence on 300 m² plots, with private pools, spacious verandas, parking, and sea views framed only by olive groves.

If Ksamil is where social media creates excitement, Borsh is where investors discover peace. I sometimes take clients to a family-run restaurant just off the beach road before we tour the villas. It’s nothing fancy—plastic chairs, handwritten menu—but you get lamb cooked in the traditional “saç,” and suddenly the whole idea of owning a quiet luxury property there makes perfect sense.

Why Social Media Will Keep Driving Demand

Here’s the truth: the Albanian Riviera can no longer be called “undiscovered.” The drone shots have already flown. The reels are already viral.

And that means seaview apartments in Saranda, beachfront property in Ksamil, and villas in Borsh are on a different trajectory than even five years ago. Every new video accelerates demand.

I’ve noticed this in my own work. Properties I used to expect to stay on the market for months now sell in weeks. Investors from Italy, Poland, and Scandinavia come already pre-sold—they’ve seen the neighborhood online, compared ROI, and just need confirmation from a local like me.

A Personal Note

Sometimes I think about how quickly things are changing. Ten years ago, if I wanted to show a property, I’d pick up clients at the port, maybe drive them to a taverna for grilled fish, and we’d tour slowly, with no rush. Now, I get WhatsApp messages with links to TikToks: “Do you have something exactly like this?”

It’s exciting. And it can feel overwhelming. But it also means opportunity. For locals, for investors, for families who want a second home in the sun.

If you’re reading this and considering Albania, my advice is simple: come see it for yourself. Don’t wait until the next viral video drives the prices up again.

Final Thoughts

Social media tourism has changed the game in Albanian real estate. It’s pushing property prices up, yes. But it’s also building long-term value for anyone who owns here.

Whether it’s a quiet seaview apartment in Saranda, a brand-new luxury residence in Ksamil, or a private villa in Borsh surrounded by nature, the Albanian Riviera is no longer a secret. It’s the Mediterranean’s next chapter. And I truly believe those who invest now will be telling the best stories later.