Investor comparing entry price: Albania, by the widest margin of any neighbour comparison. Split sits at 3,861–5,477 euro per square metre against Tirana around 1,900–2,000.
Buyer weighing EU membership: Croatia is already in, and part of what you pay for is that certainty. Albania is a candidate, and the discount partly prices the difference.
Buyer who wants a working season: Croatia has the longer and more established tourism season; Albania is buying into one still being built.
