Set to open in 2026, TROJENA is expected to house 15 hotels and more than 3,600 keys, according to the official website. Looking to welcome 700,000 annual visitors by 2030, price accessibility is important, but TROJENA is also looking to be the global leader in luxurious mountainous retreats.

To do this, it may require “brands that we develop ourselves,” says the site’s executive director.

“For the high-net-worth crowd, we know that they love going to exclusive places,” “But also they want to go somewhere active and busy. A fully-activated place with a proper culture and community.” - TROJENA executive director Philip Gullett

Read the full story at Hotelier Middle East