Rama addressed the Euronews 2026 Summit, where he spoke about the future of tourism, investment and Albania’s significant potential.

The Prime Minister stressed that relying on tourism driven by low- or middle-income visitors risks putting significant strain on the country’s infrastructure, natural environment and services.

“We risk failing to realise our full potential. By investing in tourism driven by higher-income visitors — in other words, luxury tourism — we can ease the strain on the country while generating greater returns. That is why we are also investing in attracting investors who can help develop a more high-end tourism offering,” Rama said.

Rama stressed that this would have been impossible a decade ago, when five-star hotels were nowhere to be seen in the country.

“It is now a completely different story, with the major project that we expect to move forward with the environmental impact assessment and design. A number of major brands are ready to enter the market and have already signed agreements. We have Atlantis, which will be the first of its kind on our continent to come to Albania,” Rama added.

/j.p/sm/