Political leaders, policymakers, and industry experts gathered in Brussels on 29 September for the Euronews Travel & Tourism Summit 2026. The one-day event covered topics including overtourism, undertourism, and climate change.
In a conversation with Euronews' Maria Tadeo, Albania's Prime Minister Edi Rama discussed his country's tourism transformation. He described Albania as a 'shining little jewel of Europe' and noted that neighbouring countries like Croatia have had more time to develop their tourism sectors, but now it is Albania's turn.
Rama said the focus is now on attracting a 'higher quality' of tourists, with hotel brands such as Waldorf Astoria and Aman planning to open properties in Albania. Atlantis, a hotel brand from Dubai, is also set to open its first European property in the country.
The Prime Minister also addressed ongoing protests over the Sazan Island and Zvërnec resort project, which is backed by Jared Kushner, saying that Albania would be releasing documents related to the project.
