TIKTOK is driving hoards of bargain-hunting holidaymakers to Albania.
The country's pristine beaches and cheap booze are proving a mega hit with social media users after a budget, yet bougie, getaway.
Located between Montenegro and Greece, the destination has seen an influx of visitors since flights reopened post-pandemic.
Experts put it down to videos being shared of Albania's stunning white sands and luxurious looking beach bars online.
Ellie Marr, from Regent Holidays, told The Times: "They're big social media users over there and they have capitalised on that.
"In the past a lot of the interest was from people going to discover Albania as an under-the-radar destination with a communist past.
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"Now it's the case that people have seen it in pictures, they've heard about it and realise it's a stunning country for its coast and its natural beauty."
One of the most popular areas appears to be a small village in the south called Ksamil.
Videos of the coastal resort – which boasts turquoise waters with what one tour guide group describes as a "Bora Bora feel" – have racked up more than 60 million views on TikTok.
Many suggest it is much like visiting a Greek island – but significantly less pricey.
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One clip, shared by a British user who goes by Reena Rai on the platform, said: "It's basically Greece on a budget.
"The beaches are gorgeous, you can always get a lounger.
"It's really quiet and non-touristy. The food is absolutely incredible and the wine is super cheap."
In Ksamil, a glass of wine will set you back £1.70 and pints cost just £1.10.
Eating out can vary, but Marr estimates a three-course meal costs anywhere between £10 and £22.
Other users praised the country's diverse offerings – everything from "stunning mountains, cute villages, turquoise waters".
Eli Solidum said in a video: "I was running out of money after a month in Greece so I hopped on a boat to Albania with no expectations.
"Wow, it had it all. Albania blew me away."
Traveller Celia Silvani scheduled a trip for the end of August after being inspired by what she saw on TikTok.
The 31-year-old, from south London, who is visiting Ksamil and Sarandë with her husband, said: "It looks absolutely stunning and a little bit different to perhaps some of the more popular mass tourism parts of Europe that I don’t tend to like going to.
"I’m very excited and hope that the reality lives up to my very large TikTok-based expectation."
Bookings to Albania are up 96 per cent compared to 2019, according to Skyscanner, and this is expected to continue to rise.
Flights cost as little as £18, with easyJet, WizzAir, British Airways and Albawings all offering direct routes from the UK to the capital Tirana.
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Another option is to fly to Corfu then catch one of five daily ferries across to Sarandë.
Marr said: "It really is one of the last truly budget destinations in Europe."
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