Tourism represented approximately four percent of the global economy before the outbreak of the COVID-19 pandemic. During 2020-2021, the sector experienced significant losses, including a marked decline in capital investment, which included foreign direct investment. Since then, global tourism has been recovering slowly but steadily, returning to pre-pandemic levels. According to the World Tourism Organization (UNWTO), investments are crucial for the recovery and future growth of tourism, aligned with Agenda 2030 and the Sustainable Development Goals. Through its recent 2022 Tourism Investment Report, it sheds light on an uneven recovery landscape and the urgent need to redesign our investment strategies focusing on education, sustainable infrastructure, innovation, and entrepreneurship. The report highlights that while tourism has shown signs of recovery, with a 5.3% increase in tourist arrivals in 2021, foreign direct investment (FDI) has remained low. In this regard, FDI in tourism decreased in 2021 and continued its decline in the first half of this year, despite the significant increase in air traffic in Europe. This disparity indicates that, although the demand for travel has improved, investments in the sector have not followed the same pace, posing a critical challenge that demands our attention. Despite this scenario, the report points out that investment is