The Most Undervalued Asset in Europe Isn’t a Startup
For the last decade, Europe has been obsessed with startups. Every week there is another funding round, another AI company, another founder claiming to be building the future. Investors search for unicorns. Entrepreneurs chase scale. Governments compete to become the next innovation hub. I understand the appeal. Startups create jobs, attract capital, and occasionally change the world. But I believe one of Europe’s most undervalued assets isn’t a startup at all. It’s nature. Not as a resource to extract. Not as a backdrop for Instagram photos. Not as a line item in a tourism report. Nature as an experience. The Hidden Value Problem Europe is home to some of the most extraordinary wilderness experiences on the planet. Watching wolves move through the forests of Finland. Tracking brown bears in the forests of Romania. Observing whales in Norway. Following golden eagles across the mountains of Spain. Experiencing the silence of the Arctic under the northern lights. Yet m...