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Traditionally, tourism in the country has been identified mainly with the coast, but the attention it has received in recent years in international media promotion and social networks has changed this approach and other destinations are gaining popularity.
The latest data shows that some of the growth is shifting to other cities and Shkodra is one of them. Known for its historical heritage, cultural wealth and proximity to the Albanian Alps, the sea and the lake, this city is emerging as one of the most dynamic short-term accommodation markets in the country.
According to data from AirDNA (a data analysis company for short-term rentals, such as those on the Airbnb and Vrbo platforms) for the 12-month period ended March 2026, Shkodra recorded the highest increase in daily rental occupancy (bookings) through the AirBnb platform among major markets.
This comes at a time when tourism continues to expand rapidly and destinations are competing increasingly fiercely for visitors' attention, helped by increased exposure on social media.
The growth is not limited to demand alone. Shkodra is now ranked among the markets with the largest accommodation supply in the country, an indication that investments in new capacities have been considerable. So far, the market seems to be welcoming these capacities, as the expansion of supply has been accompanied by a continuous increase in demand.
In a sector usually dominated by Vlora, Durres and, for understandable reasons as the capital, Tirana, Shkodra's performance does not go unnoticed. According to data from AirDNA, listed units in Shkodra reached 1309 in March 2026 from 1032 in March 2025. In Tirana there are 5,291 units listed for rent, in Durres almost 4 thousand and in Vlora around 10 thousand.
Shkodra results in the strongest improvement in short-term accommodation bookings, surpassing more consolidated markets and gradually gaining the profile of a destination that attracts visitors throughout the year, not just in the summer season.
This does not mean that traditional tourism centers have lost weight. Tirana continues to register the highest occupancy rate in the country, while Vlora remains the market with the largest inventory of accommodations. Meanwhile, the pace of growth puts Shkodra in a category of its own.
The city also remains competitive in terms of prices. The average daily accommodation price, at 47 euros per night, is lower than in Golem (67 euros), Vlorë (67 euros) and Durrës (63 euros), giving Shkodra a potential advantage for visitors looking for alternatives beyond traditional coastal destinations.
Shkodra is showing that it is no longer simply a stop on the country's tourist itinerary but is gradually turning into a destination in its own right./ Monitor
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