TIRANA-The urban centers of Berat, Permet, Gjirokastra and Saranda are part of the South region. This region is rich in competitive tourism resources for international markets. South Albania has still many bottlenecks to improve in order to professionally develop tourism in international standards. The lack of basic and interpreting elements on tourists sites is the cause why tourism offer is ranked below the international standards.

 


The demand of mass tourism in Albanian South is focused only in one product : “Sun, sea and Sand Tourism”, while the other products such as natural, cultural, culinary tourism etc are being neglected.

These were two important findings from a study carried from one of the world’s leading companies in the field of hotel, tourism, and leisure on behalf of the Albanian Development Fund.The study was in the framework of Integrated Urban and Tourism Development program, financed by Albanian government and World Bank.

In addition to data gathering and field study aming to analyze and create a vision for the destination, were organized consultations with main tourism stakeholders such as: respective municipalities, private and international sector, representatives of the Ministry of Tourism, Ministry of Infrastucture and Energy, National Tourism Agency, Regional authorities, experts of the Albanian Development Fund etc. The goal was the identification of markets, tourist origin country, types of tourism and their potential.

Some of the strongest points highlitened in this study are :UNESCO world heritage sites, cultural and natural resources, authentic heritage such as isophyphony, saze(instrumental folk music), dances, local products, hospitality, existing accommodation buildings and organization of tourist tours, Albanian and foreign management companies, etc.

Which are the weakest points that have hindered the sustainable development of tourism in this part?The main points are the lack of infrastructure, lack of tourism management system at national or regional level, poor quality of services,non professional branding and fragmented marketing , etc.

In addition, the study proposes a tourist vision for each municipality:  Berati a tourist destination to be visited all over the year and visitors may be involved in authentic cultural and natural activities; Përmetia competitive tourist destination where nature is combined in a perfect way with music, food and traditional products. Gjirokastra, the most visited historical town in Albania

And Saranda vizioni është ai i destinacionit premium të bregdetit shqiptar.

 The study recommends the development of the vision of this region as a hidden gem. • A destination which combines perfectly the coast panorama with remote areas; • Offers diversifies experiences in urban and rural areas; • Inspires visitors to explore culture, history and heritage of UNESCO; • Invites visitors to enjoy traditional food; • Invites visitors to enjoy nature and Albanian hospitality.

 The next step after the study is identifying the activities and developing specific skills needed to develop the market and the product in order to enable the growth of potential markets. The final step, the identification of the structures will guide the activities of market and product development during and beyond the duration of the program”Integrated Urban and Tourism Development”.

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