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A "dive" into the swimming pool business

2025-07-26 09:39:00, Ekonomi CNA

The swimming pool market in Albania is showing signs of expansion, driven by the growth of tourism and interest in wellness. From a luxury for a few, swimming pools are becoming a sought-after feature in guesthouses, resorts and villas. However, the lack of specialization and high costs remain key challenges. The potential for development is great, especially in a climate of increasing tourist arrivals and infrastructure investments…

A few decades ago, swimming pools were a privilege of a few. Today, they are becoming a sought-after component not only for luxury homes, but also for guesthouses, tourist resorts, and businesses that invest in well-being and experience.

The swimming pool market is still small in Albania, but signals of growing demand and technological innovation are making this sector increasingly interesting for entrepreneurship.

According to international data, the swimming pool market is expected to grow from $3.54 billion in 2025 to $3.9 billion in 2029, with an average annual growth rate of 2.5%.

The development of the tourism sector, the increase in interest in outdoor living spaces, and wellness trends have been the main drivers of this development.

In Albania, in addition to the traditional tourist areas along the coast, a gradual increase in interest in swimming pools is also being observed in the suburban areas of large cities such as Tirana and Durrës.

The trend is being influenced by the construction of individual villas, residential complexes, and the increasing demand for recreational and wellness experiences from the middle classes of the population.

The swimming pool sector, however, remains underdeveloped and faces a number of structural obstacles.

According to data obtained in the market, there is currently no clear institutional structure that certifies professionals in the construction, maintenance or design of swimming pools.

Most services are often provided by construction companies that are not specialized in this field, affecting the quality and safety of the works. Training is sporadic and usually carried out abroad, making it difficult for new actors to enter the market.

One of the current problems is related to the high cost of construction and maintenance. Creating a “swimming academy” or a specialized environment for public use requires significant investments.

This includes protective pavements, changing rooms, filtration equipment, heating systems and licensed personnel. For technical staff training alone, the cost goes up to 500 euros per person for a five-year certification.

Meanwhile, building a swimming pool to European standards can range from 20,000 to 50,000 euros, depending on the material and design.

The increase in construction costs in Albania, influenced by rising material prices and a lack of qualified labor, has meant that investing in a swimming pool is no longer a "cheap luxury" in the Balkans.

Often, prices for building a swimming pool are the same or higher than those in Greece or Italy for the same area.

The market potential is unquestionable. Albania registered 11.7 million tourists in 2024, a historic record, and this number is expected to continue to grow.

Over 360 km of coastline, along with a significant increase in investments in mountain and rural tourism, make the place suitable for expanding relaxation services and improving the visitor experience, where swimming pools are a key element.

Meanwhile, public investments in infrastructure, such as road expansion, regional airports, and improved access to tourist areas, have increased the demand for accommodation structures with new standards.

This makes the integration of swimming pools in resorts, guesthouses or villas for shared use an added value not only for tourists, but also for the market developers themselves.

Increasing activity

Based on data from the activities of the companies "Solaris" and "Hidrosolar", the swimming pool construction market in Albania has been experiencing steady growth in recent years, influenced by the increase in villa construction in the suburbs, the development of tourism and the improvement of living standards.

According to "Solaris", which operates in collaboration with "Powatec" (one of the most specialized German brands for swimming pools), there has been a significant increase in projects for the construction of swimming pools for both the private sector and tourist entities.

"The demand comes mainly from individuals building villas in the areas of Tirana, Durrës and the southern coast, as well as from hotels, resorts and guesthouses that want to add value to their accommodation," the company claims.

According to them, the most sought-after swimming pools for private homes are those with a "skimmer" system, which are more economical and easier to maintain.

While for commercial entities, such as resorts or SPA centers, the "overflow" system is increasingly required, which offers a higher aesthetic and functional experience, as well as compliance with EU standards for public use.

The costs of building a swimming pool vary significantly depending on the technology, materials, and filtration system selected.

According to "Hidrosolar", the construction of a typical, medium-sized swimming pool (about 8×4 meters) can start at 10,000–15,000 euros, while more sophisticated projects that include LED lighting systems, automatic covers, and intelligent dosing systems can reach 25,000–30,000 euros.

cost

The costs of building a swimming pool vary significantly depending on the technology, materials and filtration system selected. According to “Hidrosolar”, the construction of a typical medium-sized swimming pool (about 8×4 meters) can start from 10,000–15,000 euros, while more sophisticated projects that include LED lighting systems, automatic covers and intelligent dosing systems can reach 25,000–30,000 euros.

Both companies emphasize that building a swimming pool is not just a luxury, but an investment that increases the value of the property, especially in tourist areas. Swimming pools have become an increasingly common request from buyers of new homes.

Still not "swimming deep"

In Albania, swimming pools continue to be mainly associated with coastal tourist areas, especially in the South, where hotels and resorts along the riviera have included them in their service packages to attract foreign clients with higher accommodation standards.

However, the panorama is changing. Recently, demand has also increased significantly in the suburban areas of large cities such as Tirana, Durrës, Vlora and Shkodra, where the construction of individual villas or residential complexes with private swimming pools is becoming a growing trend.

This is due to urban displacement, increasing incomes for a portion of the population, and the influence of international trends for "outdoor living".

There are currently several local companies operating in the market that offer swimming pool construction and maintenance. Most of them offer standard, imported products, including concrete or fiberglass pools, with prices starting from 15,000 to 50,000 euros, depending on the size and technology used (such as automatic filtration systems, water heating or LED lighting).

Despite this fragmented development, the segment still remains underdeveloped in relation to the country's real potential, especially in relation to tourism and the construction of new housing.

The latest data from INSTAT shows that in 2023, over 1,500 building permits were granted for individual dwellings in the Tirana Region alone – a large portion of which are in suburban areas, such as Farka, Lundra, Petrela or Mulleti, where swimming pools are often included as part of the construction project.

In tourist areas, from the South to the northern coast of Lezha, some of the new hotels and guesthouses being built after the pandemic are including swimming pools as a "crucial element" to be competitive in the international market of platforms such as Booking or Airbnb.

Resorts under construction or development, such as those in the Palasa, Dhërmi, Lalëzit Bay or Theth areas, are often promoted with panoramic, heated or naturally designed pools (eco-pools), to attract tourists interested in wellness and unique experiences.

In the absence of a system focused on data on swimming pools, there are no official statistics from INSTAT or ALUIZNI on the exact number of swimming pools built in Albania, but the trend can be observed through municipal building permit projects, where many individual villas and tourist structures apply for swimming pools as part of the project.

In the Municipality of Tirana, for example, some of the permits granted in 2023-2024 for villa complexes also include the construction of shared or individual swimming pools.

However, the lack of a clear strategy for this sector, the lack of specific facilities and the high costs of construction and maintenance are causing the swimming pool market in Albania to move at a slow pace, without yet exploiting the potential offered by the combination of year-round tourism, climate change and the demand for relaxation and well-being alternatives in private or semi-private spaces.

A seasonal business, but with a comeback

Although closely linked to the summer months, the construction and management of swimming pools is proving to be an increasingly sustainable business in Albania. After the pandemic and movement restrictions, the demand for swimming pools, both for private and commercial use, has returned at a high rate.

This is reflected not only in the increase in new construction, but also in the increase in investments from tourist complexes and large resorts that operate during the summer season.

On the map of businesses that have invested significantly in swimming pools and infrastructure, names such as "Equos Resort" in Baldushk stand out, which has combined swimming pools with agrotourism and natural activities, or "Palma Nova Resort", which offers the experience of a family pool with relaxation and gastronomy facilities.

Even complexes like "Flumen Park" in Iba and "Delta Pool Complex" in Sauk have become popular weekend spots for families and young people.

Meanwhile, "Aquapark Tirana", one of the largest investments of this type near Tirana, has brought a concept closer to the modern European "water park", with large slides and entertainment areas for all ages.

Along the same lines, "Select Hill Resort", on the outskirts of Tirana, has added swimming pools to its service package, making it popular with foreigners and locals.

These businesses operate on a seasonal cycle, but their economic impact is significant, generating temporary employment, increasing footfall in surrounding areas, and providing entertainment alternatives for a city that increasingly seeks "coolness" and nearby recreation in the summer.

Prices

Prices for entry or use of swimming pools in these complexes vary, depending on the services and level of quality.

At "Equos Resort", one of the largest in the country, the price for daily entry in the summer season usually ranges from 1,000 to 1,500 lek for adults, while reduced rates or family packages are often offered for children.

In addition to the pool, visitors also have access to other facilities such as artistic programs, play areas, and poolside restaurant and bar services.

Meanwhile, "Flumen Park", with its more peaceful and nature-related concept, maintains similar prices for regular days, but with a slight increase during special events.

Admission includes staying in the park facilities, but additional services such as villa rentals or meals are not included in the standard ticket.

At “Aquapark Tirana”, prices are usually 1,200–1,800 lek per person, depending on age and day of the week, including use of all pools and slides.

Children under a certain age (usually 3 years old) enter for free, while family packages or discounts for large groups are also offered.

"Select Hill Resort", which targets the mid- to high-end market segment, offers paid swimming pools separate from the accommodation and prices for entry to the outdoor pool in the summer season are around 1,500 to 2,000 lek per person, including sun loungers, towels and relaxation areas.

In all cases, weekends and high season (July-August) are associated with higher rates, while on weekdays discounts or offers are often applied to attract visitors.

This pricing structure shows that using swimming pools is no longer a luxury for the few, but an alternative for urban vacationers and families who cannot afford to travel to the coast every weekend or want to avoid highway traffic.

The role of influencers and visual content on networks

The growing popularity of pool resorts in Albania is not only related to the increasing demand for summer relaxation, but also to the growing influence of influencers and visual content on social networks.

Platforms like Instagram and TikTok have served as powerful catalysts for the promotion of these environments, where every carefully designed corner and every moment of fun is transformed into viral content.

Influencers publish videos and photos that not only introduce the location, but also give it a visual and emotional identity, an experience that others want to relive.

As a result, many businesses have begun to invest directly in elements that "photograph well," such as unusually shaped pools, boho-style loungers, floating hammocks, summery floral decor, or details such as "floating breakfasts" and tropical cocktails that look good on camera.

Many of the complexes organize themed shows, pool parties, and concerts, which then become organic promotional materials thanks to visitor posts.

According to communication with businesses, this interaction between visual content and tourist activity has caused the marketing strategy to shift increasingly towards creating an "Instagrammable" experience, where service is important, but image is often decisive for choosing a destination.

They claim that in an increasingly competitive market, social media presence and collaboration with influencers has become one of the most effective means of positioning and differentiation for resorts operating in the swimming pool market in Albania.

Problems of swimming pool businesses

High initial cost

Profit margins (construction, maintenance, equipment sales)

Need for technical staff and training

Seasonality and liquidity preservation

Trends that are transforming the market

Innovations in design, maintenance, and energy efficiency are increasing interest in swimming pools as functional and aesthetic products. Customers are demanding more: automatic water purification systems, ecological designs, and even alternative water sources (rain, recycling).

There is growing demand from private clients for:

Ecological pools (natural pools)

Modular panel pools for small homes

Collaboration with architects and design studios

Swimming pool market in 2025 and growth rate

The swimming pool market has seen modest growth in recent years. It is expected to grow from $3.52 billion in 2024 to $3.54 billion in 2025, at a compound annual growth rate of 0.7%.

This historic growth is linked to developments in the real estate sector, trends in the field of entertainment and relaxation, preferences for luxury and lifestyle, awareness of health and well-being, as well as the expansion of the hospitality industry.

Forecast for the growth of the swimming pool market

The swimming pool market is expected to witness steady growth in the coming years. It will reach $3.9 billion in 2029, with a CAGR of 2.5%.

Growth during this period will be driven by continued demand for real estate, a focus on wellness and physical activity, urbanization and population growth, outdoor living spaces, and the expansion of the tourism and hospitality sector.

Among the main trends expected in this period are: the increased use of natural and organic products for pool maintenance, the design of compact and space-saving pools, the inclusion of health and wellness elements in pool design, collaborations for the sustainable construction of pools, and the increasing use of alternative water sources for them./ Monitor