“Future Hospitality Forum 2026” / Rama to investors: Albania no longer has time for those who hesitate, seize the opportunity

Prime Minister Edi Rama took part in the first edition of the “Future Hospitality Forum 2026”, an event bringing together in Albania investors, international brands and representatives of the hospitality and tourism sector. In his speech, Rama dwelt on the development of tourism, the growth of investment and the change in the international perception of Albania, while calling on investors to seize the opportunities the country offers.

Rama began his speech by stressing that the objective is the development of higher-income tourism and the attraction of well-known international brands.

“Towards the development of a higher-income tourism. That is why it is a pleasure to be here. It is a pleasure to have all these well-known names present, although I am a person who is never satisfied when it comes to results, because they can always be better. We need more, and not simply more, but we need more and we need it now. I know that some of these brands are already active in Albania, some others are perhaps still considering the possibility, but there are also other brands that have not yet arrived here. And that is exactly what we want to achieve. What I have learned along this journey is that, whatever you say, words have their importance, but only up to a certain point. Much more important is what people see and experience themselves,” the prime minister said.

He stressed that the increase in the number of tourists who have visited Albania has helped change the perception of the country and break the stereotypes created over the years.

“In this regard, these millions and millions of tourists have been the greatest force for breaking the chains of stereotypes, for constantly breaching the wall that separated Albania from the rest of Europe. A wall built over the years by prejudices, wrong judgements and hasty judgements.

These tourists have become our best ambassadors and Albania’s best friends. They have helped even more visitors to come, because they returned to their countries and testified that Albania is not a country where you should feel lucky if they rob you but do not rape you.

On the contrary, it is a country where hospitality is natural, where the sun shines much more beautifully than in Brussels, where the food is much better than in many countries of Europe and, above all, where both nature and people are still there to embrace you and to welcome you.”

Rama admitted that Albania continues to have problems and difficulties, but said the country is now facing a different challenge — that of the courage to think bigger and attract larger investments.

“Of course, we know we have problems. We know we still face difficulties. Who doesn’t? But we also know that we are on the right path and that we are now facing a new challenge.

We are facing the challenge of overcoming the fear of thinking grander and dreaming more. We are facing the challenge of standing firm, without doubts and without trembling, when major investments are ready to come and billions and billions of euros are ready to be invested in Albania, to turn this country into something even more different from what it is today.

But these are the challenges of progress. These are the challenges of change, and we are here to face them, because the only thing, and the best thing we know how to do, is to fight.

We will continue to fight, we will continue to stand in defence of the country and its future. We will also try to become better at understanding those who fear the future.

However, by its very definition, whoever is here today does not fear the future, but is here precisely to embrace it, in one way or another.”

Rama then thanked the participants and said that the change in the perception of Albania is one of the most important developments of recent years.

“Thank you very much for participating. I see some faces I have seen before, but I also see others I am meeting for the first time.

However, I know that Albania has overcome its hardest obstacle. Now, it is no longer impossible. Today, the easiest thing is to tell people: ‘Come to Albania’.

Because, when you tell them ‘Come to Albania’, everyone smiles and replies: ‘I have been to Albania’ or ‘I can’t wait to come to Albania’.

Once, the invitation ‘Come to Albania’ resembled an invitation to go to hell. People refused it politely, without telling you no directly, but also without giving you a single smile.

Therefore, I am happy to see you all smiling. But I will be even happier if I smile thanks to you and the deals you will reach here.”

At the end of his speech, the prime minister called on investors to seize the opportunity to invest in Albania, recounting an episode from his communication with a major American investor.

“So, make your deals. Do not miss this opportunity, because, you know, once I met a major investor from the United States and I told him: ‘Come to Albania’.

He answered me quite directly: ‘Albania is not ready for me yet’.

After some time, he called me and told me: ‘I want to come to Albania’.

And I replied: ‘Albania no longer has time for you’.

That is what can happen.

Therefore, use the time you have now and benefit as much as possible from it, because, if you think for too long, you may find yourself in a situation where Albania has already become so busy that it no longer has time for you.

Thank you very much!” the prime minister concluded.