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The potential analyses showed that Albania could use its own resources to the interest of tourism much more than it has actually done.Albanian Outsourcing
The sector strategy describes the strategic concept of tourism development by giving the strategic directions and the development of tourist products in order that Albania be a future tourist destination in the international tourist market for attracting the foreign tourists. The attraction of foreign tourists in Albania will influence for functioning of tourism sector in Albania based on the same principles that the world tourism industry operates, too.Albanian Outsourcing
Referring to the current situation, the existing structure of the hotels in Albania (mainly those of the coastline area) corresponds to that of a capacity with up to 20 rooms. Hotels of this size are not able to work with bigger tourist groups organised in package tours by the western operators. Such hotels capacities match only the demand of individual clients or small-organised groups of tourists.Albanian Outsourcing
The new accommodation capacities recommended to be developed have been calculated to meet the demand of foreign markets (not including the demand of the ethnic Albanians) according to the forecast of the projected overnights as on the desired number of beds per accommodation structure, as well as on the international standards required by these markets. Also, the areas suggested for the development of such capacities fulfil the requirements of tourist segments of international market. Albanian Outsourcing
The demand coming from the domestic and ethnic Albanian tourists (those living outside Albania), will be fulfilled through the existing capacities and other new capacities to be defined further on and develop for affording such a demand.
For this purpose, the directions put forward in this Strategy aim at assuring that Albania highly maximises the sectors potential and grows tourism in a way that is sustainable: culturally, socially, environmentally and economically. Albanian Outsourcing
The tourism strategy will therefore:
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- assist the sector to manage growth in a way that ensures long-term sustainability
- provide ways manage conflicts between increasing tourism growth and environmental, social and cultural values that are important to Albania and its visitors
- provide the appropriate structure within which industry investment and profitability can be facilitated and maximised (clear responsibilities and cooperation)
- reduce overlaps and gaps within the sector
- secure commitment and funding to tourism from central and local government
- make it easier for operators and investors to do business in the sector
- provide cohesion to strategic directions and strategies
For this purpose, this strategic concept needs further ongoing and profound discussion amongst tourism officials and programming of the Action Plan by them.
F The Action plan will be completed with the terms of responsibilities, time frames and cost estimates as well as the financing sources.
· F Several topics will develop further, such as detailed description of strategies for tourism target groups like business tourism or national tourism or for selected tourism regions.
· F It is recognised that many of the necessary measures and actions are required to be worked on continuously over several years in order to yield the desired results. It is crucial that the different stakeholders within the tourism sector start working together to generate an implementation process. Changes and development are needed to ensure that quality services and products demanded by the guests are delivered to the benefits of all.
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- Pre-Conditions for Albanian Tourism Development
The following pre-conditions are necessary to achieve the objectives and realize the application of the necessary strategies in order to achieve these:
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- Principals of Sustainable Albania Tourism Development be accepted on all levels of planning
· Sustainability is a key factor for the tourism development in Albania Tourism. Only an environment-friendly development process shall be the basis for an economically successful tourism development.
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- Albanian Basic infrastructure
· The limited infrastructure is a major problem for a quick tourism development in most regions in Albania. The main international Airport in Rinas near Tirana and Durres has to comply with international standards. An additional airport in the South has to be set up for civil use (charter flights) in the future.
· For the international tourism market charter flights will be of utmost importance in the future. An efficient garbage and sewerage system is indispensable to keep the areas clean and attractive and thus ensuring a sustainable development. The handling of construction waste must also be improved. Connecting streets, water and electricity supply are also essential issues.
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- Clarification of ownership of land and buildings
· The clarification of ownership of land and buildings must be completed as soon as possible.
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- Albanian National and regional tourism law and regulations
· The responsible governmental bodies have to work out a modern tourism law and additional regulations for tourism development.
· The enforcement of the existing law, especially in the field of construction such as regulations, building permissions, pollution is essential for a sustainable tourism development.
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- Clear responsibilities for Albanian tourism development on all levels
· Responsibilities for the department of tourism within the ministry and all other Ministries and Institutions touching the field of tourism must be clearly defined.
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- Albanian Regional and national stability
- Improved statistical information system
· Effective tourism development needs profound information of the development of supply and demand. Therefore an efficient collection and analysis of the necessary data according to international standards must be organised on national, regional and local level.
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- Albanian Public / Private Commitment
· The development of the tourism sector must be promoted through the government, particularly in the beginning. Most important is the concentration of the limited resources to few selected areas with the highest tourism potential and the best cost / benefit ratio. Also the private sector will need to commit funding if the potential benefits of tourism are to be achieved. This funding will need more than one year funding cycles and stronger public/private partnerships will be required if government funding is to be leveraged effectively.
- Albanian Long-term tourism strategy
The strategy will cover a long-term period till 2012, in order to achieve some concrete results. This is considered a long-term period in regard to undertaking the measures and achieving the results.
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- Albanian Policy Statement and Vision 2012
The main macro-economic objectives of the tourism sector development are to:
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- generate jobs and income
- accelerate the economic and social development throughout the country
- improve the living conditions in Albania
- initiate economic activities
- create a positive image of the country internationally as tourism destination
- increase the revenue of foreign currency and the tax income for the government
- develop sustainable and environmentally friendly tourism
Tourism holds excellent potential as a catalyst for economic growth and is therefore a key sector at macro-economic level. The industry is labour intensive and a major source of government revenue. There are substantial linkage effects to other sectors like construction, transport, furniture, agriculture, food and souvenir industry.
The vision formulates the desired future of tourism in Albania:
The following vision shows the expected outcome from the tourism in Albania. It has been oriented towards the end of 2012, in order to bring to the present time the expected results, thus expressing the achievement of the objectives outlined in the strategy.
Vision 2012
Albania is recognized as a tourism destination at the Mediterranean coast and has a competitive position in the international tourism market.
The contribution of the tourism sector to the GDP is significant.
Sustainability and awareness for environmental issues are major part of the
tourism development strategy.
In order to fulfil the mission for achieving the above-mentioned vision, the success of this strategy lies on the partnership of the main actors of tourism sector.
The mission of the tourism partners is described as follows:
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- Welcome the guests and therefore understand hospitality and high quality of service as the most important elements within the tourism product
- Protect and even develop actively the environment
- Support the culture
This mission statement should serve as a guideline and inspiration for measures in this sector. Partners should be assured, that through co-ordination of their individual business strategies towards the mission, the vision would be realized.
Based on the survey and analysing of the country’s tourist potential as well as other factors that influence tourism in Albania, the following types of tourism can be considered the main tourism products of Albania:
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- Sun and Beach Tourism
- Special Interest Tourism
- Urban Tourism / Business and Conference Tourism
There are three guiding principles for the realisation of the strategy:
Albanian Partnerships
· In quickly changing market conditions, partnerships on national and international levels are necessary to be successful in order to be competitive (“cooperate to compete”). These partnerships are beneficial to all stakeholders included.
Quality
· Only by consistently offering the right products of the required value and quality to match the expectations of the target groups, Albania can compete successfully on international markets.
Albanian Human Resources
· The people (employees and entrepreneurs) are making the difference. They are the most precious resource in order to satisfy the demands of the guests. Only well- trained entrepreneurs who are setting up attractive facilities and personnel, that is service-oriented and willing to be held responsible for their actions, will be able to satisfy the growing demands of the national and international guests.
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- Albania Market-related Objectives
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- Qualitative Objectives
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- Securing and conserving a long-term development
- Marketing and managing a competitive visitor experience
- Improvement of the quality of the products and the services
- Creating a marketable value for money product
- Creating a positive image
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- Albanian Economic Objectives
In the year 2012 tourism activities by national and international visitors have substantially increased. The targets are
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- 1,25 million arrivals with overnights
- 6,4 million overnights
- US$ 464 million in tourism revenue
- 100.000 new working places
- 15% share of international tourism revenue to GDP
The numbers include national and international tourism with overnights. Tourism revenues include direct expenses like accommodation, food and beverages, souvenirs.
The increase of the overnights is not equally spread over the years. The increase will be slow short- and mid-term and higher long-term. Most of the increase of overnights will come long-term from international tourists from western and southern Europe and overseas.
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- Albanian Strategic Directions
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- Structuring, organisation and development of the domestic tourism and its products are short- and medium-term priorities. Recent uncontrolled hotel and restaurant buildings will be checked with their compliance with existing laws and regulations. Potential construction sites for larger accommodation facilities are assigned for large investments.
Development
· Short-term important partners for the tourism product improvements are small and medium-sized enterprises (SME).
· Concentration of immediate efforts is on improvement of the tourism product, located in regions with the highest potential for development.
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