Prime Minister Edi Rama said Albania is attracting investors who can expand luxury tourism and generate higher revenues for the country.
He spoke at the Euronews Tourism Summit 2026 in Brussels, where he discussed the future of tourism, investment and Albania’s growing potential.
Rama argued that tourism built mainly on low- and middle-income visitors puts too much pressure on roads, public services and the environment.
He said that model risks reducing the country’s long-term returns. Instead, he called for greater investment in luxury tourism.
“Luxury tourism reduces the pressure on the country while generating greater returns,” Rama said. “That is why we are attracting investors who operate in this segment.”
He added that such a strategy seemed impossible a decade ago. At the time, Albania had virtually no five-star hotels.
Today, the situation has changed. Several major international hotel brands have already signed agreements, Rama said.
He explained that large tourism projects are moving through environmental impact assessments and design stages. As a result, more global brands are preparing to enter the Albanian market.
Rama also highlighted the Atlantis project. He said the resort will become the brand’s first development on the European continent and will launch in Albania.
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