To say that Albania is almost unheard of as a package destination is to overlook the many Albanian tourists who are well aware of their home state's suitability for a week on the sand. There are plenty of rooms, and plenty of paying customers, in the hotel zones of Durrës (the second city, in the north of the country) and Saranda (the key tourism hotspot, in the south, close to the Greek border). It is just that, as yet, there are very few Britons among them. The cat remains in the bag.
Why would this be? Well, there are several reasons, but the biggest, perhaps, is one of access. In an era when budget flights zip across Europe with the regularity of London buses, Albania has remained immune to the affections of the major low-cost carriers.
Again, there are reasons for this - the chief one being that, at time of writing,
Albania has only one fully functioning international airport. This is Tirana Nënë Tereza (named, somewhat remarkably, after Mother Teresa, who was born in what is now Macedonia to parents of Albanian and Indian ethnicity in 1910).
It lies 11 miles north-west of the capital (Tirana) - but, until recently, has been as much a hindrance as a help to anyone wishing to visit the country. Heavily modernised between the turn of the millennium and 2005, it was also - from 2001 to 2016 - the beneficiary of a government-sanctioned monopoly which made it the only Albanian airport permitted to receive flights from overseas. This left it at odds with the policy pursued by no-frills airlines like Ryanair and easyJet to touch down at secondary rather than main air hubs (and pay lower landing fees as a result). Indeed, as it stands, there is no secondary international airport in Albania. If you want to travel in from Britain at the moment, your only option is the scheduled British Airways service from Gatwick (to Tirana).
Things, though, are changing. The lifting of the airport monopoly last year has sent a couple of small balls rolling. Kukës Shaikh Zayed Airport (so-called because it has fledgling funding from Abu Dhabi) has been given the nod to begin welcoming international flights - although, while Ryanair and Hungarian budget carrier Wizz Air have expressed an interest in using Kukës, no airlines have yet announced plans to fly there.
Not that the airport will ever be a funnel-point for fly-and-flop tourism. Kukës is located in the north-east of the country, almost 100 miles from Durrës and its beaches - making it an unfeasible component in cheap bucket-and-spade deals. The same, however, cannot be said for Saranda, where talk of a new international airport has been afoot since 2016. This would need to be constructed from scratch (probably - a small airstrip already exists, but it is not fit for international purpose), and would not open until the middle of the next decade at the earliest. But it would be a considerable boost to tourism in the region. At the moment, if you wish to visit Saranda from the UK, the most "direct" way is to fly to Corfu (with, for example, easyJet), and take a short ferry ride east. Unsurprisingly, very few British tourists can be bothered to make the effort.
So will this be a spark for British bargain-seekers making a dash for the Albanian Riviera? Well, maybe. But maybe not yet.
One of the other issues with seaside breaks in Albania is that the standard of accommodation in the tourism heartlands is, while not quite the phalanx of creaking concrete communist boltholes that popular opinion might imagine, barely more than adequate. There are no luxury retreats in Durrës, no boutique spa hideaways - merely mid-range medium- and high-rise blocks that, though perfectly comfortable and clearly of muster for the domestic market, may not quite meet the expectations of British travellers who could just as easily go to Greece.