Over the decades, the Mediterranean has repeated the same ideal vacation destinations: Capri, Saint-Tropez, Mykonos, Ibiza, places where yachts are larger than the local fishing fleet and the value of a seaside lunch bill can be equal to the initial financing for building a vineyard somewhere in the Balkans.

But it's been some time since the name of a new destination has been whispered at dinner parties among those who know the world of travel well.

Although they secretly wish you wouldn't follow their advice by visiting this destination, the name they curse is the same: Albania.

Yes, Albania.

Located between Greece and Montenegro, with a coastline stretching along the Ionian Sea, Albania has for years been the neglected member of the Mediterranean.

Overshadowed by Croatia, misunderstood by Western Europe and long closed off by a grim communist regime, it remained a dot on the Mediterranean map.

Here lies the uniqueness of Albania, this part of the Mediterranean that almost no one has noticed until now, and which is now resonating precisely for this reason.

On the southern coast lies the Albanian Riviera. It stretches along the Ionian Sea, with cliffs and pebble beaches that make it hard to tell whether you're in Greece or Italy. Only the atmosphere makes the difference.

There are no massive resorts or luxury beach clubs yet (not enough yet), while prices are much lower.

On Palasa Beach, for example, there is now the Green Coast Hotel, a new five-star hotel that is part of the MGallery Collection.

The look is simple and elegant, soft tones, stone floors, a small spa, yoga sessions by the sea.

No one is stopping you from admiring the view of the cliffs from a parachute, because this coast best narrates its transition from a secret place for backpackers to a refined destination.

Imagine, one day you're drinking an iced coffee on the beach at a plastic table, the next day you're enjoying a cocktail in a refined hotel bar, as the sun disappears behind the rocks.

What makes Albania feel different, at least for now, is what's missing. There are no mega-hotels. There are no crowds pushing you around, it still remains authentic. The roads aren't very good, the buses are late, and sometimes you have to take it in stride when plans don't work out.

But it's also generous, with large plates of grilled meat or fish, local wine, and people who insist you try their homemade raki, even if you think you can't afford it. You can walk to a beach that looks like it came out of a travel magazine and at the end of the day find yourself almost alone or with a few locals swimming.

However, changes are coming quickly. Vlora International Airport is expected to open soon, which will bring in more international travelers. Beach clubs are already popping up on the Riviera and major hotel brands are starting to take an interest in this coastline.

So, if you're curious about a part of the Mediterranean that still feels like a discovery, with the influence of Ottoman cities, wild mountains, and a coastline that hasn't been swallowed up by development, Albania is worth visiting now.
Because how long will it stay like this?

This remains to be seen. / Source: Forbes