The aim of the thesis is to critically interrogate whether green regulations and
incentives in French hospitality are going to advance or hinder investment in the
industry, to unveil new investment opportunities and design an international
investment project in French hospitality business. The research was conducted
through statistical and SWOT analysis, case studies, literature review and project
calculations. It revealed that currently there is an opportunity to enter a safe-haven
market for investors with competitive advantage in eco-friendliness and digital
marketing. An investment project of an eco-friendly hotel was substantiated, and
calculations proved its attractiveness: Net Present Value > 0, Profitability Index > 1,
Payback Period < 3 years. Practical recommendations were proposed.