It was turning into tourist trap 20 years ago, the last time I visited. I think places like Italy or Greece offer more for same money (or even less). For balkan experience, Montenegro is a fine less spoiled option (depends on location obviously).
Greece is unique in it's own way - but it's the OG tourist trap in the area.
Coast of Italy isn't really comparable on the Adriatc side (haven't been to Sicily so can't really compare)
Communicating with locals over 30 is a bit challenging unless you know Albanian or Italian (I know, I was surprised too), but it's worth it for the pretty, not overcrowded beaches.
And Montenegro is 100x more overdeveloped and touristy. I’m not sure where exactly you are referring to.