Expert: In tourism, it is not enough to have the sea and nature, you need to create trust for investors

2026-07-05 11:55:00, Aktualitet CNA

Expert: In tourism, it is not enough to have the sea and nature, you need to

Tourism expert Zak Topuzi, in a post on social media, announced that Greece has been confirmed by potential global investors as the most attractive destination in Europe for new investments in 5-star resorts.

Topuzi writes that this assessment comes from the advantages built over the years, which according to him are the unique landscape, cultural authenticity, strong air connections, legal security, and a regulatory framework that is completed within 45 days.

He emphasizes that this clearly sends the message that in tourism, it is not enough to have the sea and nature, but you must also create trust. The expert adds that investment and capital go where there is vision, transparency and security.

Topuzi writes that Albania's challenge is not to convince the world that we have natural beauty, but to create the conditions for serious investors to trust the future of Albanian tourism.

Full reaction:

Greece is confirmed by potential global investors as the most attractive destination in Europe for new investments in 5-star resorts.

According to a survey by Hospitality Investor, 43% of investors list Greece as their first choice for tourism investments, ahead of Italy (29%), Spain and France (14% each). Equally significant is the fact that no investors declare that they are withdrawing from Europe, while 57% are actively redirecting capital to markets like Greece.

These are advantages built over the years: unique landscape, cultural authenticity, strong air connections, legal certainty, and a regulatory framework that is completed within 45 days.

Precisely for this reason, the Resort & Residential Hospitality Forum will take place on November 16–18, 2026 on the Athenian Riviera, bringing together over 500 investors, developers, hotel operators and financial institutions from around the world.

The message is clear: in tourism, it is not enough to have sea, sun and nature. You need to create TRUST.

Modern tourism is a:

"Digital Trust Scholarship".

Capital goes where there is vision, transparency, and security.

Albania has extraordinary potential. Our challenge is not to convince the world that we have natural beauty, but to create the conditions for serious investors to trust the future of Albanian tourism. /CNA