Postcards and Profits: How Social Media Tourism Is Increasing Albania’s Property Prices

I sometimes joke that Saranda doesn’t need billboards anymore—Instagram does the job for us. One short TikTok of the crystal-clear water near Ksamil, a drone shot flying over Borsh beach, or even just a quick reel from someone sipping coffee on the promenade… and suddenly you see the crowds arriving the very next season.

It’s fascinating how fast things move now. Ten years ago, you could walk along Mango Beach in July and still find plenty of space. Today? One influencer posts a sunrise clip and by August the whole stretch is full of tourists who saw it online and said: why not?

And this wave of “postcard tourism” has a direct effect on real estate.

From Reels to Reservations

What begins as a travel trend often turns into long-term demand for rentals. Tourists see a place online, they come for a week, they fall in love. Many decide to return every summer. A few start asking about buying. And the cycle continues.

The result? Higher rental yields for property owners and rising prices for seaview apartments. I’ve seen it happen with my own eyes.

Just last month, I walked a client through a modern one-bedroom in Ksamil. They had first discovered the area on TikTok—“some girl on a boat showing the islands,” they told me. Now they were standing inside an actual apartment, calculating how many weeks of summer rentals it would take to cover the mortgage. Their excitement reminded me why I love this work.

For them, the numbers made sense. With Ksamil attracting record visitors each summer, it wasn’t just a holiday home. It was a business.

Saranda: Still the Best Value on the Riviera

I truly believe Saranda offers the best value on the entire Mediterranean coast. And I say that as someone who grew up here, who remembers when half of the promenade was just small kiosks selling sunflower seeds.

Now, seaview apartments for sale in Saranda are still affordable properties compared to anywhere else in the region. But prices are moving. Fast. Why? Because every Instagram reel that goes viral brings more eyes, more tourists, more rentals—and investors know it.

Walk through the old part of town in the evening, and you’ll hear a dozen languages. German families eating gelato, Polish couples walking down to the port, Italian retirees checking out the ferry schedules. All of this diversity is fueled by exposure on social media. And when demand rises, so do property prices.

Ksamil: The Instagram Darling

Ksamil is the star of every reel. Four islands, turquoise water, golden sand. It looks unreal on camera, which is exactly why so many people book a ticket.

That’s why developments here are thriving. Take the White Residence in Ksamil for example. These are brand-new apartments, just completed in 2025, located in a quiet neighborhood only seven minutes walking from the beach. The entire residence even has its own private swimming pool—a detail that feels “quiet luxury” without needing to shout about it.

When I showed one of these units to a young couple from the Netherlands, they didn’t ask first about the finishes or even the square meters. Their first question was: “How much could we make per week if we rent it in July?” That’s how much the market has shifted. Rental yield is now the driver, and Ksamil provides some of the strongest numbers in Albania.

Borsh: Quiet Luxury, Away from the Noise

Not every tourist wants crowds. Some look for space, privacy, and silence—just the sound of waves and olive trees swaying in the breeze. That’s where Borsh comes in.

Borsh is huge. The beach stretches for nearly 7 kilometers, making it the longest in the Ionian. Yet it still feels untouched compared to Ksamil or Saranda. There’s a small taverna near the southern end that makes the best grilled sardines I’ve had all summer—but most tourists never even find it.

And this is exactly the charm that’s attracting investors. On the main road of Borsh, our construction company recently completed the White Residence Villas. Four villas, each one a residential paradise: three floors, private pool, large veranda, parking space, surrounded by nature with sea views.

They’re built on 300 m² plots, with a total area that gives families room to breathe. Seven minutes’ drive from the beach, close enough but never noisy. For me, they represent the definition of quiet luxury—an investment you can rent out to high-end guests or keep for generations. And yes, all with 0% commission.

How Social Media Creates Real Estate Waves

Here’s the simple chain reaction I’ve noticed:

• A drone video of Ksamil or Saranda goes viral.

• Tourist bookings for the next season spike.

• Rental prices rise because demand outpaces supply.

• Investors see those returns and start buying.

• Property appreciation follows.

And then, the cycle repeats.

I remember when hardly anyone outside Albania knew the name “Borsh.” Now, it’s popping up on TikTok travel lists. Imagine what happens the moment a big influencer stays there for a week—it will be the next Ksamil. That’s why getting in early matters.

A Tangent (Because Life in the South Isn’t All Numbers)

Sometimes I think about how fast everything is moving. Tourists walking around Butrint with phones in the air, filming ancient ruins for Instagram stories. Or the little chaos at the Saranda ferry terminal in August when everyone seems to arrive at once. It makes me smile, but also reminds me: for locals, this is home.

And as much as we welcome growth, the secret to good investments here is balance. You want a property that fits the lifestyle too, not just the spreadsheets. Somewhere you’d actually want to spend your own summers.

The Bigger Picture

Albania has become the postcard of the Mediterranean. And every postcard shared online is fueling not only tourism but also real estate growth.

For investors, this means opportunity. Saranda apartments for sale, beachfront property in Ksamil, seaview villas in Borsh—they’re no longer hidden secrets. They’re on the screens of millions worldwide.

The difference is, some people just double tap the photo. Others decide to own a piece of it.

And that, more than anything, is why property prices keep climbing.

👉 If you’re curious to explore further, I’d suggest starting with Ksamil for high-yield rentals (White Residence), and Borsh for long-term appreciation and quiet luxury (White Residence Villas). Saranda, of course, sits at the center—still the best value on the Albanian Riviera, still affordable properties, but rising fast.

I’ve lived here long enough to know one thing: the Mediterranean doesn’t often give second chances. Albania is giving one right now.