The Mediterranean continues to dominate global tourism, with mature markets like Spain, Italy, Greece and Portugal attracting the bulk of investment, according to Dirk Bakker, head of Hotels, EMEA at Colliers. Bakker said Spain leads in institutionalized resort investment, while Italy’s fragmented, family-owned hotel sector offers consolidation opportunities. Greece is maturing quickly, with branded properties gaining traction. Meanwhile, emerging destinations such as Croatia and Albania are drawing interest, though infrastructure and regulatory hurdles remain. Hotel investment in the region has surged from 19% pre-pandemic to nearly 33% of global volumes in 2025, driven by private equity and the resilience of leisure assets.
Bakker also highlighted shifting travel patterns, with more frequent, shorter breaks and growing demand in shoulder seasons as travelers avoid extreme heat. This trend, coupled with rising capital flows into hospitality, is creating new opportunities for operators and investors. Looking ahead, Bakker sees value-add strategies—such as repositioning family-owned hotels—as the next frontier for growth. For deeper insights, including his take on branded residences and long-term risks, listen to the full interview.