Arriving in Dhërmi, Albania, there is little to suggest Zoe Hora is a hotel at all. Inside Zoe Hora, interiors are Mediterranean minimalist and rooted in Albanian vernacular architecture. Rather than occupying the village, Zoe Hora feels completely woven into its fabric. As development accelerated along the coastline, questions quickly followed about what kind of tourism Albania wanted to build. In response, the government introduced its National Tourism Strategy 2030, an ambitious plan that seeks to balance growth with sustainability and community-led development.