BERAT TOURISM STRATEGY AND ACTION PLAN 2011 - 2021

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BERATTOURISM STRATEGY AND ACTION PLAN2011 - 2021

Mayor’s Message

Berat is an important and attractive tourist destination due to its unique values, marvelous temples, distinctive architecture, rare documents of old Christianity, coexistence of religions and harmony of cultures. Berat is the perfect example of a 2400 year old town. It emerges from antiquity with a diversity of values represented in the extraordinary work of masters over the centuries, and in its rich cultural, material and spiritual heritage – all now a dignified part of UNESCO World Heritage.

Tourism is considered one of the main pillars in the development of Berat. In our Strategic Plan for Social and Economic Development 2010 – 2020, tourism is defined as a priority objective for development of the local economy. Considering the significance of tourism to the economic development in general and the possibility it offers for creation of new jobs and support to small business, the Municipality of Berat initiated the preparation of this Tourism Strategy and Action Plan. In April 2010 a common agreement was signed with SNV Netherlands Development Organisation, where SNV committed to provide technical assistance to the Municipality of Berat for the preparation of the TSAP. To support this process a Tourism Action Committee (TAC) was established in May 2010 with representatives from public institutions, business and civil society.

As the Mayor of Berat Municipality and Head of the Tourism Action Committee I am very satisfied that, following a period of hard work, we managed to successfully realize this project. I would like to use this occasion to express my gratitude to SNV for the very fruitful cooperation in preparation of the TSAP. I also want to express my gratitude to other partners and committed citizens for their contribution and expressed will to engage directly in the preparation and implementation of this strategic document. The TSAP will be the operational framework for our institution, leading tourism development in the region and aiming to maximize the sustainable use of our resources. This document defines the projects and future actions we will undertake together to develop Berat into a high quality, well known, international tourist destination.

Fadil NasufiMayor

Berat Municipality

1 Maj 2011

CONTENTS

1. INTRODUCTION..................................................... 9

2. TOWARD A TOURISM STRATEGY FOR BERAT.......... 11Tourism definition and components........................................ 11Global and national tourism trends......................................... 12Relevant strategies.............................................................. 13Institutional structures for tourism........................................ 14

3. TOURISM IN BERAT................................................ 19Tourism development in Berat............................................... 19UNESCO World Heritage....................................................... 19The ‘Historic Centre’ of Berat................................................ 20Tourism Supply................................................................... 22Our current markets............................................................ 25Our competition.................................................................. 29Our strengths and weaknesses.............................................. 30

4. BERAT TOURISM STRATEGY................................... 35Vision................................................................................. 35Based on the principles sustainable tourism............................. 35Way forward........................................................................ 36Our target markets.............................................................. 37A framework for action......................................................... 40Implementing the plan......................................................... 42Monitoring, evaluating and revising the plan............................ 43

5. TOURISM ACTION PLAN......................................... 47Product development and quality improvement........................ 47Access and Infrastructure...................................................... 54Targeted marketing and promotion........................................ 57Developing human resources and coordinating tourism development... 60

APPENDICES.................................................................... 65

1. Tourism Action Committee members................................... 652. Acronyms........................................................................ 663. Proposed monitoring and evaluation schedule...................... 674. Market research.............................................................. 68

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1 INTRODUCTION

Berat is located in central Albania, 120km south of the capital, Tirana. It is the administrative centre of Berat Region and one of two designated ancient museum cities in Albania. Lying on the bank of the Osum River, Berat has been permanently inhabited for close to 2,500 years by Illyrian, Roman, Byzantine, Bulgarian, European medieval, Ottoman and Albanian civilizations. During the 17th century Berat was the largest city in Albania and the country’s main economic centre, with noteworthy development of handicrafts and trade. The town bears witness to the peaceful cultura l and religious coexistence between Christians and Muslims during the Ottoman period. It is a unique town with a wealth of buildings of the highest architectural and historical interest. Recognizing these values, in July 2008, the town was inscribed on the UNESCO World Heritage List.

The rich historical, cultural, ethnographic, architectural and natural heritage values of the town constitute a firm base for tourism development. In turn, sustainable development of tourism has the potential to contribute to the economic, social and environmental development of the region. Berat is already attracting an increasing number of visitors from Albania and abroad, particularly since its World Heritage listing. The sensitive development of tourism is identified as a priority objective in Berat’s Strategic Plan For The Social And Economic Development, while the need to develop in accordance with the outstanding universal value, integrity and authenticity of the town is recognised in the ICOMOS evaluation of the town for World Heritage inscription.

Still Berat is in its early stages of establishing its national and international profile as a quality, high class cultural and historical destination. Coordinated efforts are required in the preservation and presentation of its historical and cultural attractions, reducing threats including illegal construction in the historical zone, improvement in visitor services, product diverisfication

Figure 1: Map of Albania highlighting Berat Region

“The urban fabric of the town of Berat is authentic as it has not undergone any major alterations down the centuries.”

(ICOMOS, 2008, Evaluations of Cultural Properties)

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and planned interventions in order to assure sustainable tourism development and growth that will benifit the local community.

The Berat Tourism Strategy and Action Plan (TSAP) is a detailed outline of the Berat Municipality’s committment to tourism development over the next ten years. The plan is a formally endorsed document produced by a Tourism Action Committee (TAC) comprising local government, private sector and civil society representatives. The plan articulates the vision of Berat to become a quality destination developed on the principles of sustainability. It identifies actions in four key strategic areas: product development and quality improvement, access and infrastrucutre, marketing and promotion, and human resources and destination management. The plan is based on a participative process involving analyses of the area’s existing and potential tourism markets, assets and needs, the agreement of startegic goals and objectives and identification of a programme of activities to achieve them. The involvement of the Berat community in the development of the plan has led to local ownership.The output is a working document which is used to stimulate and guide action. The TAC has the responsibility of overseeing the plan implementation, rather then relying on external experts.

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The Berat Tourism Strategy and Action Plan (TSAP) has been developed from a participative process involving analyses of the Berat’s existing and potential tourism markets, assets and needs, the agreement of startegic goals and objectives and identification of a programme of activities to achieve them. The following sequential process was followed:

Agree with Berat Municipality on the process and outcomes, sign the contract

Gather support and information about Berat region Conduct an introductory meeting with regional stakeholders Establish a representative Tourism Action Committee (TAC) Assign staff to support the planning process Undertake market research for Berat Develop a draft TSAP (two workshops, two days each) Obtain public/ stakeholder input on the draft TSAP Incorporate public input and develop final TSAP Obtain approval of the TSAP from the Berat Municipality

The Berat TSAP provides a framework for businesses, governments and relevant organizations to analyze tourism markets, tourism assets and tourism concerns in order to develop objectives that enhance assets and overcome concerns. The plan will be monitored and evaluated on a regular basis to allow for necessary revisions.

The Berat TSAP is intended to be a flexible, evolving, ‘working’ plan. The TSAP is in a binder-type format that encourages the addition/deletion of materials, the insertion of recorded, objective implementation results and the incorporation of any necessary revisions that result from implementation work.

2 TOWARD A TOURISM STRATEGY FOR BERAT

Plans are nothing; planning is everything.

Dwight D Eisenhower (1890-1969)34th US President

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Tourism definition and components

Definitions of tourists and tourism are provided as a foundation from which a realistic strategy and action plan can be developed.

TOURISTS: are people who travel to and stay in places outside their usual environment for less than twelve consecutive months for leisure, business and other purposes not related to the exercise of an activity remunerated from within the place visited.

TOURISM SUPPLY: the supply of all assets, services and goods to be enjoyed or bought by visitors and occasioned by the journey of visitors. Tourism supply includes, for exmple, natural and man-made assets/resources, accommodation, tourism characteristic restaurants, travel and tour operator services and transport.

TOURISM DEMAND: the quantity of tourism products and services bought over a period of time at a given price. Demand for tourism products can be influenced by price, income, changing taste, competition and climate amongst others.

TOURISM: is defined as the practice of people traveling outside their usual environment for leisure business and other purposes. The tourism sector involves a complex inter-relationship among numerous businesses, organisations and activities.

Global and national tourism trends

Tourism is a major industry in the world’s economy. After the shock of the financial crises, data confirms a global recovery in travel during 2010. The UNWTO shows visitor growth of 2% across Europe with every region exhibiting accelarating growth through to June 2010. Lodging performance has also strengthened. Occupancy rates in Europe were up 5.4% in 2010 and hoteliers have been able to raise rates in response to increased demand. In the longer term UNWTO forecasts international arrivals to reach 1.6 billion by 2020, the largest share of which (717 million) will visit Europe.

Tourism has been recognized as a force for sustainable development with the potential to bring prosperity to rural and urban areas, often reaching places which have limited alternative opportunities. The tourism sector is well placed to improve community well-being by providing accessible employment with opportunities for women, youth and minority groups. Sustainable development through tourism, however, requires careful and equitable use of natural and human resources - reasons why sound planning is important.

In Albania, 2010 confirmed that tourism is one of the most promising industries in the country, receiving increasing attention from the Albanian government, the private sector and international organizations.

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According to government statistics the number of tourists visiting Albania during 2010 was more then 3 million, making tourism one of the three major pillars of the country’s economy. Albania is selected as the number one destination to visit in 2011 by Lonely Planet and ranked sixth in the list of destinations recommended by CNN. Given its proximity to the largest inbound and outbound markets of Europe, Albania is in a favorable position to benefit from the trends toward more regular, short and medium haul travel.

Relevant strategies

Official documents emphasize the importance of the tourism sector at local and regional levels towards the development and decentralization of the Albania’s economic and social structure.

NATIONAL STRATEGY FOR DEVELOPMENT AND INTEGRATION (NSDI) 2007 – 2013: focuses on Albania’s progress toward European Union integration, incorporating the Millennium Development Goals (MDGs). The importance of tourism in the development of the country’s economic and social structure is well defined in the NSDI. In particular the strategy establishes a vision for the sector.

Vision for Albanian tourism

Albania to be recognised as a safe tourism destination of high value, which is characterized by a unique variety of world class natural and cultural attractions found within a relatively small geographical space, managed in a responsible environmental and social way, easily accessed from European tourism markets.

(NsDI 2007-2013, p85)

The NSDI identifies the development of specialized tourism products as follows: Sun and beach tourism, in the long run Special interest tourism (e.g. rural tourism, cultural and

historical tourism, adventure tourism) in the short to medium run

Business and conference tourism, in the short to medium run - is specified as strategic priority in the document.

NATIONAL TOURISM STRATEGY (MAY 2007): reflects and addresses the direction contained within the NSDI. The tourism strategy establishes the overall framework for tourism centreed on the discovery of Albania through its nature and culture. The following relevant actions are presented toward achieving local and regional tourism sector involvement and development: Establish mechanisms to support local efforts to

bring culture and nature products to market. The first step in this process is to identify the needs of the sector. The second step will be to design a support plan to assist the local actors in whatever way resources permit.

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Develop small businesses; the mechanism through which visitor spending contributes to local and national economy. PICTURE FROM PAGE 6 OF MANUAL

BERAT STRATEGIC PLAN FOR THE SOCIAL AND ECONOMIC DEVELOPMENT 2010-2020: identifies the sustainable development of tourism as a priority objective for growth of the local economy. The plan envisions Berat as a World Culture Heritage ancient city, with a community that enjoys harmonious development and equal opportunities, a centre of international tourism with a dynamic economy based on consolidated agribusinesses and handicrafts.

The importance of tourism developing in harmony with the city’s unique qualities is recognised in the first strategic goal of the plan.

Strategic Goal 1

An international cultural centre supported by Bed and Breakfast tourism, which preserves and develops the city’s unique culture, history and architectural heritage

Strategic Goal 2

Harmonized development of the city’s economy, which competes in the regional market through expanding its agribusinesses and handicraft businesses, and where diversity and quality are encouraged

Strategic Goal 3

Zhvillimi i ekuilibruar i territorit urban që krijon një mjedis bashkëkohor dhe në harmoni me tiparet dhe trashëgiminë specifike të qytetit

Strategic Goal 4

A high quality, dynamic and all-inclusive social life where equal opportunities for progress and well-being are supported and expanded for all

The strategy further details 19 projects directly related to tourism development and 20 projects related to Strategic Goal 2 which are indirectly related to tourism development.

Institutional structures for tourism

The Ministry of Tourism, Culture, Youth and Sports developed a National Tourism Law which was formally approved by the Albanian Parliament May 14, 20071. The scope of the law is to determine the principles and rules governing the tourism sector and to develop standards of tourism services and products and those related to tourism. The law regulates the relationship between public institutions and private companies and individuals, local or foreign entities engaged in tourism. It determines the rights and obligations of participants in tourism activities in compliance with standards and principles of sustainable tourism development. Responsibility for tourism, as set out in the law, rests with the following institutions.

1 The National Tourism Law, 2007 is currently under review.

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Ministry of Tourism, Culture, Youth and Sports (MTCYS)The key role of MTCYS is to support, protect, develop and promote the tourism resources, culture, material and spiritual heritage of Albanian people in line with the action plan and in cooperation with other central governmental institutions, with local governments, with tourism private sector and civil society.

National Tourism Agency (NTA) The National Agency of Tourism is a public entity under the jurisdiction of the Minister responsible for Tourism. The main roles of NTA are: to carry on the functions related with the promotion and marketing

in tourism, as well as other functions provided in the Law; to stimulate, support and facilitate the access to funds for individuals

and companies engaging or that intend to engage in tourism activities.

Tourism Assistance Office (TAO) Regional Tourism Assistance Offices have recently (2010) been established in each of the 12 regions in Albania, including Berat. The Regional TAOs fall under the jurisdiction of the Minister responsible for tourism, and has the duty to grant information for tourists concerning entry, available services and facilities and information on sites and attractions interesting to tourists, as well as treating the claims made by Albanian or foreign citizens against hoteliers, tourist restaurants owners, tourist guides, travel agents, tour operators and other tourist enterprises in relation to the products and services offered by them.

Local governments and their tourism responsibilitiesLocal government units, in compliance with the provisions of this law, are responsible for:a. making an inventory of the main tourism resources in the territory

of the local government unit and the inventory of local tourism businesses;

b. sending, in periodical way, twice per year the above mentioned inventories to the Minister responsible for tourism, in order to create a data base at national level;

c. providing technical assistance to the generation and development of tourism businesses in compliance with the provisions of this law;

d. monitoring the respect of this law dispositions and other laws and bylaws from private entities operating in tourism and suggest the necessary steps to be taken from responsible state institutions in tourism.

Support for the development of tourismThe state institutions outlined above, in cooperation with, and under auspices of the Ministry responsible for tourism, are responsible to support tourism development by:a. compiling tourism development plans for each municipality and

commune;b. providing tourism information, education, and promotion activities;c. taking measures to develop the infrastructure and facilities in

tourism development areas, tourism villages, tourism sites and at tourism attractions;

d. assisting tourism investment in remote, mountainous and sparsely populated areas;

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Planning for tourismTourism development planning shall: a. be based upon the national registry of tourism resources;b. be in accordance with national, municipal, and commune tourism

development plans;c. focus on areas with tourism development and where tourism

development therein is capable for promoting socio-economic restructuring.

d. Tourism development plans shall be periodically reviewed and revised to ensure compatibility with the national, municipal, and commune socio-economic development situation.

As highlighted in the law, the direct involvement of the private, public and relevant NGO sectors in all local and regional areas in developing Albania’s tourism potential is key to the success of the country’s tourism industry.

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Tourism development in Berat

Recognising the uniqueness of Berat, as early as 1961 the town was declared a Museum City by the Government of Albania. During the communist period when travel to Albania was generally limited, Berat was visited by foreigners especially those groups who were visiting Albania from allied countries. Also groups of visitors coming from Kosovo and the region came to Berat in tours organized by the State.

Following the regime collapse and the disruptive events of 1997 across Albania, Berat has restored its reputation and good image. Visitor numbers have grown with visitors coming from abroad, from other parts of Albania. For Berat citizens this growth capitalizes on the best use of the city’s assets and reflects the city’s traditions in hosting visitors. Traditionally the visitor has found welcoming hospitality in Berat, as well as the experience of a nice and relaxing environment and the occasion to taste a combination of traditional and contemporary cuisine characteristic of the region including renowned olives, locally produced lamb and turkey and wine from vineyards around the city.

Following the inscription of Berat in UNESCO World Heritage in 2008, the number of the visitors has continued to increase. According to ticket sales in the Berat Castle, in 2009 there were 18.190 visitors. By 2010, this had grown by more than 10% to 20.823 visitors2.

UNESCO World Heritage

On July 8, 2008 Berat was registered on the UNESCO World Heritage List by the Committee of World Heritage during the consecutive Conference held in Canada. Berat was valued as a rare example of typical Ottoman architecture. According to the evaluations, Berat is considered as an example of coexistence of various religious and cultural communities for many centuries.

2 These figures demonstrate the growth in visitors being experienced in Berat. They are limited however by the time in which tickets can be purchased. The true number of visitors to Berat therefore is considered to be much higher.

3 TOURISM IN BERAT

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Criterion (iii) of the justification for inscription says that Gjirokastra and Berat (registered together as two cities in series) bear outstanding testimony to the diversity of urban societies in the Balkans, and to longstanding ways of life which have today almost vanished. Criterion (iv) considers that the two towns of Gjirokastra and Berat bear outstanding testimony to various types of monuments and vernacular urban housing during the Classical Ottoman period, in continuity with the various Medieval cultures which preceded it.

This is a very important evaluation for the city of Berat which is listed now as one of the 704 cities in UNESCO as cultural heritage sites.

The Codices of Berat

The ‘Purple Codex of Berat’ (called Beratinus) contains extracts from the Gospels and is one of the oldest variants used for the text of the New Testament. At the time it was written, in the 6th century, it was one of the five existing codices throughout the world.

The Codex Aureus, a manuscript of the 9th century, represents the second most important codex of Berat.

UNESCO has paid particular attention to the protection of this unique heritage of the old liturgical literature. The Codices of Berat are inscribed in the Register of the World Heritage List.

The ‘Historic Centre’ of BeratBerat’s Historic Centre is comprised of three areas – the Castle, Mangalem and Gorica quarters.

The Castle, located on the peak of the hill backing Mangalem quarter, is one the most significant sites of the city. The castle dates back to the 4th century BC. While it has generally remained faithful to its original plans it has undergone some changes during the 6th, 8th, 15th and 19th centuries.

Berat Castle is not only one of the largest inhabited Castles, but also a stone archive, that offers a variety of styles and contributes of different époques: Roman-Byzantine, Albanian and Ottoman. The buildings inside the Castle were built during the 13th century and because of their characteristic architecture are preserved as cultural monuments. The Castle has many Byzantine churches, as well as some mosques built under the Ottoman era which began in 1417.

Historic Centres of Gjirokastra and Berat N40 4 10 E20 7 60Date of Inscription: 2005Extension: 2008Criteria: (iii)(iv)Property: 59 ha Buffer zone: 136 haRef: 569bis

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The old quarters of Mangalem and Gorica are well preserved areas containing buildings with characteristic architecture with a great number of windows, narrow charming paths and religious objects. The two quarters are connected with each other by Gorica bridge. Ruins of Gorica castle, another castle in the city that belongs to the same period (IV BC), are positioned on the hill behind Gorica quarter.

Figure 2: Borders of the Historic Centre

Several cultural activities are organized in the Historic Centre, mainly in the open areas in the upper part of the Castle known as the ‘Acropolis’. Activities are often organized in spring, coinciding with the opening of the tourist season. There are two Museums in the Historic Centre; the National Museum of Icons called ‘Onufri’ and the Ethnographic Museum which together with the other monuments and old churches in the Historic Zones offer a special tour for the visitors. The Cultural Centre of the City and the ‘Edward Lear’ Art Gallery are adjacent to the Historic Quarter of Mangalem.

The growth in tourism is resulting in an increasing number of family houses in the Historical Centre being converted into guest houses, offering visitors an opportunity to stay in the historic buildings. There are some private art shops and art galleries located in traditional houses in the historic centre. There is a nursery in the Historic Centre, two elementary schools, an Administrative Unit of the Municipality of Berat which takes care for the administration of the services for the citizens. There is public transport from the city centre to the Castle every day, thus serving to the citizens who live there.

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Tourism Supply

To assist in planning for the sustainable development of tourism in Berat and in the identification of target markets, a review of the existing supply of tourism products and services was conducted. The supply analysis focused on accommodation, food and beverage services, attractions and festivals and events. It should be noted that some tourist activities, such as rafting, already exist in the region surrounding Berat.

ACCOMMODATION: In 2010 Berat had 13 hotels and guest houses with 154 rooms and 318 beds. Hotels and guest houses experience more than 60% occupancy rates based on estimates of more than 50,000 international guests on tours each year. A number of small guest houses have recently opened in the traditional Ottoman houses in the Mangalem and Gorica quarters.

FOOD AND BEVERAGE There are around 25 restaurants in Berat that are oriented towards serving tourists. They offer both traditional cuisine and international cuisine, mainly Italian. In these restaurants, characteristic dishes from Berat area are cooked and served with hospitality. The most well known and popular dish from Berat is ‘Kaposh Deti me Pershesh’ a traditional way of cooking turkey. Products used are often local and organic, adding to the taste and experience. Local wine and raki (a traditional Albanian alcoholic drink) are also available.

FESTIVALS AND EVENTS: Berat hosts a number of festivals and events throughout the year. Many are based on tradition and religion and represent the region’s cultural heritage. To date, most events target the local population. There is an opportunity to promote existing activities to potential visitors and to develop new events to attract visitors throughout the year.

Calendar of festivals and events

January February March April May June

Blessed Water

ceremony

Summer day

Cobo wine festival

International Day of

Monuments and Archaeological

Sites

Orthodox Easter

Berat Festival

Agribusiness regional fair

July August September October November December

Saint Ilias pilgrimage

Bektashi pilgrimage

Independence Day

Cobo wine festival

‘Poetka’ – International

Poetry Competition

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TOURISM SERVICES: Berat has four travel agencies primarily operating as ticketing offices for outbound travel by Berati people. No agencies currently sell organised tours in the region though this can be organised on an ad hoc basis. Guide services are available through hotels and on an informal basis in the castle.

ATTRACTIONS: Berat is known for its historical and cultural attractions that form the basis of its World Heritage listing. Key attractions are listed in the table below.

Berat city attractions

Museums‘’Onufri‘’ - National Museum of Icons - located within the old Cathedral of Dormition of St. Mary (18th century), a Byzantine style Church characterized by a marvelous golden wooden iconostasis. The collection of icons dating back to the 14th – 19th centuries includes important works by the great artist Onufri and his school of painters.

Ethnographic Museum – Placed in one of the best preserved traditional houses of Berat which dates back to the 18th century. The museum contains an archaeological pavilion, an imitation of a medieval bazaar, and the environments of a typical house of the 18th century.

GalleriesArt Gallery ‘’Edward Lear’’ – Opened in 1994 is one of the most important and best Art Galleries in the country. The collection highlights many contemporary and past art works of artists from Albania and abroad.

Historic sites CASTLE Cathedral of Dormition of Saint Mary (‘Onufri’ National Museum of the Icons). see the descprition above.

Church of Saint Mary Vlaherna - the oldest church in existence in Berat city (13th century). This church was restored in the 16th century and its frescos are painted by artist Nicola, son of Onufri.

Church of Saint Nicola (16th century) – Archaeological excavations have found that the walls of this church were built in the 16th century. Inside the church a capitol used for rituals and an element of the Paleo-Christian architecture has been identified.

Church of Saints Constantine and Helen – The church is a chapel which was completed in the year 1644. It has a ceiling with decorative elements and its frescos present scenes from the crucifixion of the Jesus.

Church of the Holy Trinity (13th- 14th century) - The church was built close to the second perimiter walls in the Castle. It has beautiful Byzantine murals and its walls were built using the cloisonné technique.

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Acropolis – Placed in the higher part of the Castle, it is surrounded by the second perimeter of the walls in the Castle. Inside the acropolis are the ruins of the houses of the Turkish military garrisons, the ruins of the White Mosque built in the Ottoman period, and the remains of the Feudal Chamber.

Water cistern (13th - 14th century) - was used for the conservation of water during the late Middle ages. A stone tunnel was built in the southern side to bring water from the river directly to the tower.

Red Mosque (15th century) – The mosque is one of the oldest in Albania. Initially it served caravans coming from East to West. It later served Turkish garrisons.

Church of Saint Demetrius – The church has been rebuilt over the ruins of an older chapel built in the 16th - 17th century. According to an epigraphy the church was painted in the year 1607.

Church of Saint Theodore (16th century) – The church was built in the middle of the 16th century and was painted by Onufri. A copy of the Epitaph of Gllavenica, an outstanding art work of the year 1373 was found iside the church of St. Theodore.

Church of Saint Elijah - This church is located outside the walls surrounding the Castle. The biblical scenes in this church are written in Albanian language, a rare sample in religious objects in Berat. During the communist regime this object was destroyed and was rebuilt after the 1990’s.

GORICA:Monastery of St. Spiridon (18th century) – located in the centre of the Gorica quarter. The epigraphy in its entrance dates the object back to 1864. The monastery’s building represents a typical scheme of the basilicas of the 18th century.

St. Thomas’s Church (18th century) –located in the Gorica quarter. The object was destroyed during the communist regime and was rebuilt after the 1990’s with donations given by the Christian community of the city of Berat.

Ruins of Gorica Castle – Gorica castle belongs to the same period as the Castle positioned in the opposite hill (in Mangalem). Today only the ruins of Gorica castle can be seen.

Gorica Bridge - The wooden bridge of Gorica was built in 1780 by Ahmet Kurt Pasha. It was rebuilt two times; in the 18th century it was recovered in stones and during the years 1920- 1930.

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MANGALEM: Bachelor’s Mosque – Built in 1827 with the aim to serve the bachelor craftsmen in the city. Characteristic of this mosque is the application in its facades of paintings representing scenes from the city.

St. Michael’s Church (13th century) - Built on the pointed rock in Mangalem quarter demonstrates a mastery of the cloisonné technique. When compared to other churches of Berat, this church is known for its higher architectonic level and a tendency for perfection of forms.

MEDIEVAL CENTRE: King’s Mosque (15th century) - is one of the most important Mosques in the city. It is part of the Islamic Centre and was built at the end of the 15th century by Sultan Bajaziti II.

Teke of Helveti- (15th century) - was built in the 15th century and rebuilt by Ahmet Kurt Pasha in 1782. Characteristic for this Teke (Bektashi mosque) is the wooden ceiling decorated according to baroque style adapted to the Islamic art with the paintings described as the most beautiful of that time.

Other points: New Orthodox Church - The church of Saint Demetrius – built in 2006 in the existing place of the Old Cathedral of the town.

Leaden Mosque - (16th cent.) The most beautiful mosque built during the domination of the Sultan Suljeman Konunor (1520-1566), a period in which the city was becoming an important centre under the Ottoman Empire. This is the biggest mosque of this type in Albania.

Current markets

As is generally the case in Albania there is limited data on tourism in Berat. As a result detailed research was carried out to identify market segments visiting Berat. The range and size of the tourism markets visiting Berat were estimated by interviewing tour operators (10), hoteliers (13) and visitors (214). Surveys were conducted in April – May 2010. In this way there is a clear view of the existing and potential tourism markets for Berat: where visitors are coming from, their profile and behavior, as well as the contribution of the tourism sector to the economy.

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Based on the visitor surveys

- 55 % of tourists are from Europe - 29 % of tourists are Albanians that live in other countries - 8% of tourists are from non European countries (including Asia,

America) - 8% of tourists are Albanians (domestic market)

Where tourists are coming from% of visitors

ItaliAngliFranceGjermaniAmerikaAziaGreqiAlbanians fromother countriesAlbanian

IT

ANG

FR

GERUSAAZGR

AL

AL

Age Profile

0

5

10

15

20

25

30

35

40

14-24 25-44 45-64 65 +

Age

Age

Figure 3: Country of origin Figure 4: Age profile

In 2010 the largest number of tourists visiting Berat came from Western Europe, in particular France, UK, Italy, and Germany. Key informants also noted an increase in the number of tourists visiting the region from Asia. A vast majority of tourists are over the age of 45, although there is interest also from the younger market (<24 years of age). These findings likely reflect the tourism offer of Berat namely history and culture and adventure based activities.

Length of Stay

0

2

4

6

8

10

12

Hotel Shtepi Pushimi Kamping

Avarage nights

mesatarja e neteve

Spent in the area

0500

10001500200025003000350040004500

Lekë

Lek

Figure 5: Average length of stay Figure 6: Average expenditure in accommodation (1 Albanian Leke = 39€3/day)

Based on the visitor surveys the average length of stay in Berat is 4.7 days. Visitors stay longest in guest houses with an average of 10 nights4. In contrast visitors in hotels stay for slightly below four nights and those camping stay for an average of two nights. Accommodation is the major item of expenditure on a visit to Berat, closely followed by food and beverages and souvenir purchases. More than 4000 ALL is spent on other items.

3 Exchange rate as of Feb 20104 NB: The survey was conducted over 2 months from April to May. These figures are

likely to be considerably lower when averaged over the full year.

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Accomodation

0

10

20

30

40

50

60

70

80

Hotel Guest House Kamping

AvarageHolidays

Figure 7: Share (%) of tourists staying in accommodation – all visitors compared to visitors on holiday

International Tour Group Market Berat is currently included in a range of tours organized by tour-operators. Tours include the Grand Tour of Albania which is a comprehensive itinerary visiting the main cities and sites in Albania (see Figure xx below). Grand tour visitors stay up to one night in Berat.

Grand tourof Albania

Figure 8: Albanian grand tour destinations

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International tour groups are currently the largest market for Berat. According to the key informants approximately 50,000 international tourists visit Albania per year on organised tours. Of these around 20% visit Berat during their trip. It is estimated that the number of international tourists on organized tours that visit Berat is around 10,000 to 13,000.

Organized tours should remain an important market as tourism develops further in Berat. Organized tours can be easily reached through tour operators. It is important therefore to understand the needs of tour operators and to concentrate marketing efforts on encouraging an expanding number of tour operators to include Berat in their itineraries. Organization of FAM (familiarization) trips will be an important activity for promotion and to receive demand driven input for the preparation of packages of activities to offer tourists.

Independent Traveller Market The independent travel market to Berat mainly comprises international tourists travelling for leisure purposes. It is difficult to quantify the number of independent travelers to Berat without a more comprehensive survey over time. A smaller number of independent tourists are Albanians who travel to Berat to visit friends and relatives, for business or work or for leisure. As independent tourists are difficult to classify they are also difficult to market to.

Albanian from other countriesAlbanians from other countries comprise 29% of the current market to Berat.

Domestic The domestic market is currently not a large market for Berat. While it is difficult to quantify this market interviewees noted that there has been a considerable growth in arrivals from the domestic market (see below). There are a number of sub-segments within the domestic market:- families choosing to spend time in the area- young people and school groups- middle aged and elderly visitors which are independent tourists- people visiting friends and relatives- business tourists- local tourists from the area surrounding Berat, visiting for different

reasons

29

Domestic Market

0

10

20

30

40

50

60

70

Tirana Shkoder Korce Berat

Albanians

Figure 9: Origin of domestic market to Berat (%)

CompetitionIn developing Berat as a tourism destination development it is important to have a thorough understanding of competitors in the market. A competitor analysis enables Berat to understand its standing as a destination in the global marketplace, to capture new opportunities that align with Berat destination’s strengths and unique selling point (USP), to differentiate itself from its competitors and to position Berat successfully.

Based on comprehensive research and baseline studies the Tourism Action Committee identified seven competitors according to the geographical position (how accessible they are), their tourism offer, their comparative strengths and weaknesses and their current markets. The seven competitor destinations were: Gjirokaster, Sarande, Durres, Kruje, Korce, Ohrid (Macedonia) and Greece (no specific destination identified). A summary of the analysis is provided in Table 1 below.

The analysis identified the current competitors for Berat. Such analysis needs to be repeated, at least on an annual basis, to ensure that we have the necessary information about what our competitors will do in the future; where we have a competitive advantage and how will this change our relationship with our competition.

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Table 1: Competitor analysis

Competitors by order of rank Comment

1 Korca RegionAlbania

Key competitor Coordinated and focussed tourism development over

the last few years Culture-based tourism product Access through Greece and Macedonia (Ohrid) Increasing tourist interest in this destination European market (the main market for Berat) interest

in Korce Region is increasing

2Gjirokastra City Albania

A UNESCO site based on Ottoman architecture Similar level of tourism development and promotion Similar standard of tourism product International project activities to improve

infrastructure and tourism products and services Unplanned and uncoordinated tourism development Access to markets from Greece

3 KrujaAlbania

Ottoman bazaar Closer proximity to Tirane (Capital) and to international

airport International standard museum Incorporated in existing tours Well developed souvenir products Limited accommodation offerings Unplanned and uncoordinated tourism development

4Durres and SarandaAlbania

Beach destinations with access to main markets (proximity to air and sea ports, well developed road infrastructure)

Well development accommodation offer Strong tour group markets Combination of beach and cultural assets (Roman,

Illyrian) Currently attracting regional market (Durres) UNESCO site (Saranda) possible to visit in day trip

from major markets Unplanned and uncoordinated tourism development

5

Greece and OhridGreece and Macedonia

Culture based tourism products including UNESCO sites

Well developed tourism (particularly Greece) including well developed products and services and promotion

Accessible Ottoman architecture (Ohrid) Targeting different markets to Berat

Our strengths and weaknesses

An analysis of Berat’s strengths and weaknesses was conducted during the first two-day Tourism Action Committee Workshop. This was further delineated in the second two-day workshop with the final analyses based on identification of the key assets and issues related to tourism

31

development in Berat. These were placed under the most appropriate key tourism component area and then individually ranked in order of importance.

The top three strengths and weaknesses for each component are presented in Table 2 below.

Table 2: Analysis of tourism assets and issues

Strengths Weaknesses

Attractions

rich cultural heritage characteristic,

unique Ottoman buildings

existence of two national museums (Onufri and ethnographic)

lack of maintenance or damage to cultural/historical assets

museums and churches generally closed

lack of tourist designated villages

Infrastructure

regional Tourism Service Office established

standardized tourist signage

reliable, 24 hour electricity

lack of proper infrastructure in the historical centre (water, electricity, fire systems)

lack of public parking places and places for caravans

lack of a ring road to reduce large vehicle movements in the town

Human Capacities

religious and cultural coexistence

hospitable residents existence of

professional schools (e.g. art school)

lack of trained hospitality staff lack of management skills in

local tourism businesses lack of public – private

cooperation

Commercial Service

existence of a Tourist Information Centre (TIC)

good value restaurants

municipality website

lack of night life tourism employment not seen

as a career options, (e.g. low salaries)

low service standards

Image and Promotion

Berat, inscribed in UNESCO World Heritage list

included in itineraries of national and international tour operators

positive exposure through conduct of festivals and events

lack quality tourist packages limited organisation of quality

events low awareness of Berat in

media

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This strategy sets out our Vision and goals for the development of tourism in Berat over the next 10 years to 2021. The vision is founded on the principles of QUALITY and SUSTAINABILITY – quality and value based experiences for visitors; quality products and services representing the uniqueness of Berat; in harmony with the environment; and improving the quality of life for Berat citizens - these things, together, will ensure the sustainability of tourism in Berat.

Vision

Goal 1 Goal 2 Goal 3

A well known desti-nation, based on its cultural, natural and spiritual heritage, offering unique

services and experi-ences in accordance with international

standards

Harmonized and lasting tourism

development, based on the principles of

sustainability

A better economic and social life for the

citizens of Berat, creating employment

opportunities and increasing income through tourism

development

Berat is a quality destination, well known internationally,with sustainable development of tourism, which preserves and revitalizesits cultural and natural resources, offers unique values and experiences,

and contributes to improvement of the quality of life of citizens

Based on the principles sustainable tourism

Tourism development in Berat will be based on the principles of sustainability. Sustainable tourism can be expressed as: Tourism that takes full account of its current and future economic, social and environmental impacts, addressing the needs of visitors, the industry, the environment and host communities. The UN World Tourism Organization’s (UNWTO) definition of sustainable tourism is outlined below.

4 BERAT TOURISM STRATEGY

36

The UNWTO’s definition of sustainable tourismSustainability principles refer to the environmental, economic and socio-cultural aspects of tourism development, and a suitable balance must be established between these three dimensions to guarantee its long-term sustainability.

Thus, sustainable tourism should:

1. Make optimal use of environmental resources that constitute a key element in tourism development, maintaining essential ecological processes and helping to conserve natural resources and biodiversity.

2. Respect the socio-cultural authenticity of host communities, conserve their built and living cultural heritage and traditional values, and contribute to inter-cultural understanding and tolerance.

3. Ensure viable, long-term economic operations, providing socio-economic benefits to all stakeholders that are fairly distributed, including stable employment and income-earning opportunities and social services to host communities, and contributing to poverty alleviation.

Sustainable tourism development requires the informed participation of all relevant stakeholders, as well as strong political leadership to ensure wide participation and consensus building. Achieving sustainable tourism is a continuous process and it requires constant monitoring of impacts, introducing the necessary preventive and/or corrective measures whenever necessary. Sustainable tourism should also maintain a high level of tourist satisfaction and ensure a meaningful experience to the tourists, raising their awareness about sustainability issues and promoting sustainable tourism practices amongst them.

The way forward

The vision of the Berat Tourism Strategy and the Action Plan that supports it set out the role that the tourism sector will play in the sustainable development of Berat. The aim is to develop Berat as a quality destination, attracting high yield tourists with an interest in culture and nature.

In the short to medium term we will capitalise on our existing tangible and intangible cultural and heritage assets. Our focus will be on renovating or upgrading existing infrastructure; strengthening the capacity of our human resources; improving the quality of our accommodation, attractions, restaurants and souvenirs; better understanding our current and potential markets; and raising awareness of tourists and the tourism industry of Berat as a quality destination.

37

In the medium to long term we will focus on expanding the range of products and services available to tourists. We will pay attention to attracting new investment in tourism products and services that offer unique experiences while enabling development that is in harmony with the natural and social environments of Berat and contribute to improving the quality of life of our citizens. Our aim will be to combine our culture, heritage and nature in the tourist experiences. At all times our focus will remain on quality over quantity. We will continue to develop our human resource capacities and market effectively to our target markets. We will also periodically review and revise this strategy and plan for sustained development of tourism beyond 2021.

Target markets

In developing tourism in Berat the focus will be on developing products and services that meet the needs of the target markets. As part of this planning process the TAC identified five target markets for the short to medium term future. The target markets reflect the short to medium term focus on culture and heritage, the longer term combination of culture and heritage with nature and adventure products and the ongoing need to attract and serve the ‘bread and butter’ segments of international tour groups and domestic tourists. The target markets are as follows:

CULTURE ENTHUSIASTS: travelers that are interested in new destinations with experiencing culture as the highlight of their travel. Culture enthusiasts will be highly predisposed to Berat’s offer and are more likely to stay longer and explore the region. Cultural enthusiasts want a particular, authentic experience. They are interested in local culture, arts, artists, entertainers, architecture and traditions – all assets that Berat has.

CULTURE MODERATES: travelers that are interested in including cultural activities as part of a broader travel experience. Cultural moderates will visit Berat as part of a Balkan or Albania wide itinerary. They will be more likely to travel in groups and can be accessed through tour operators.

SOFT ADVENTURE SEEKERS: independent travelers who want to explore ‘out of the ordinary’ destinations. Soft adventure is a travel experience that goes beyond the typical tourist itinerary, and generally combines physical activity with cultural experiences. Travelers seeking soft adventure prefer daily physical activity with the comfort of returning to a bed at night. Soft adventure is one of the fastest growing segments of the travel industry and is enjoyed by anyone who is looking for more than just your typical holiday. Baby boomers are a key target market for soft adventure.

38

INTERNATIONAL TOUR GROUPS/GRAND TOURISTS: Berat is included in the itinerary of some existing tours. There is an opportunity to expand this market with a particular focus on developing products and services in shoulder seasons. Attracting international tour groups can ensure some business stability while enabling engagement with new markets.

RETURNING TO MY ROOTS: ‘Returning to my roots’ market refers to those tourists who travel to discover their ethnic and geographic heritage. Already Albanians living in the broader Balkan region and Berat Diaspora together make up the largest market to Berat. As it is expected that this market will continue to be an important source of future visitors it will be important to understand their needs and expectations and develop relevant products and services. There is also potential to encourage investment in Berat from this market, particularly emigrants from the Berat region.

DOMESTIC MARKET: While growing the domestic market is not identified as a priority of the Berat community at this stage, this market could be considered in the longer term for a range of reasons. First, a rising Albanian rising middle class originating from the main cities of Tirana, Shkoder and Korce is interested in discovering the history, local cuisine and participating in nature and adventures activities. Second, festivals organised in Berat City are gaining a reputation throughout the country and are beginning to attract domestic tourists. Finally, the domestic market is likely to be more stable than the international market over time, based on experience elsewhere. That said, it will be important in considering the domestic market that market segments and product development are aligned with the needs and wants of targeted international tourists. Any potential conflict should be avoided.

39

Table 3: Characteristics of key market segments

COUNTRIES MARKET CHARACTERISTICS OBJECTIVE

Culture enthusiasts

- Italy- France - Japan - UK- Israel

- Middle class, - well educated, - middle aged, - in a group

without children,- on holiday away

from home, - with a prior

interest in history/culture

Increase expenditure of existing markets through improved product quality

Attract new markets with high level interest in history/culture

Protect and preserve cultural attractions - Quality over quantity

Culture moderates

- International tour groups

- UK- Germany- Japan- Israel- Albanian

diaspora

- 25 – 40 years of age

- Interested in traditional beach or sightseeing tours

- Culture seen as enhancement to traditional tours

Increase visitor numbers across the year (particularly in shoulder seasons (Mar – May and Sept – Nov))

Raise the profile of Berat as a quality destination

Soft adventure seekers

- Germany- Netherlands- Japan- Israel

- Affluent- Well educated- 40 – 60 years of

age- Interested in

‘out of the way’ destinations

- Interested in combining physical activity with culture

Increase visitor numbers across the year (particularly in shoulder and low seasons)

Develop nature based tourism products and services

International tour groups

- UK- USA- Japan- Australia

- All ages- Targeted

marketing through tour operators

Increase visitors numbers across the year

Returning to my roots

- FYROM- Kosovo- Greece

- Middle class- Travel with family

or friends- Interested in

combining social activities with history and culture

Increase visitor numbers across the year

Attract foreign investment

40

A framework for action

To deliver the vision and goals outlined previously the Tourism Action Committee identified four key areas of action containing 21 objectives. The areas are interdependent and equally important.- Product development and quality improvement- Infrastructure and access- Marketing and promotion- Human resources and management of the destination

A summary of the objectives, key markets implicated and estimated budgets5 are shown in the table below. More detail on actions relating to each objective is contained in the Action Plan.

Table 4: Summary and rank of key objectives

5 Budgets are estimates. Detailed budgets will be developed with project proposals

RANK OBJECTIVES KEY MARKETS IMPLICATED

Product development and quality improvement

1Protect and improve cultural attractions in the Historic Centre

- All markets 10,000,000

5Protect and improve the natural attractions

- Soft adventure seekers- Culture moderates

5,000,000

8Develop local tours - Culture enthusiasts

- Culture moderates- Soft adventure seekers

5000

10Revitalise the traditional artisan skills of Berat

- All markets 15,000

11Facilitate investment form the Berat Diaspora

- Return to roots 5000

12

Improve restaurant capacity to cater for international tourists

- Culture enthusiasts- Culture moderates- Soft adventure seekers- International group

tourists

1000

16

Revitalise Berat traditions and customs and incorporate into tourism offer

- Culture enthusiasts- Culture moderates- Soft adventure seekers- International group

tourists

10,000

17Identify and develop demand driven souvenirs

- All markets 3000

19Promote Berat traditional cuisine


21 Develop new tourism products

- All markets 8000

41

RANK OBJECTIVES KEY MARKETS IMPLICATED

Access and infrastructure

2Upgrade and maintain tourism infrastructure in a sensitive manner

- All markets 15,000,000

13Create or improve access to key tourist attractions

- All markets 6000

14

Identify tourism infrastructure elements according to the Urban Master Plan

- All markets 0

20Improve tourism signage

- Culture enthusiasts- Culture moderates- Soft adventure seekers

25,000

Marketing and promotion

4

Increase the visibility of Berat as a tourist destination through participation in and promotion of relevant events


9Develop a ‘brand’ for Berat and develop tours packages

- All markets 5000

15Showcase Berat through its stories and legends

- Culture enthusiasts- Culture moderates- Return to roots

6000

18

Promote Berat to key markets using targeted promotional materials and conduct ongoing market analysis


Human resources and management of the destination

3

Strengthen cooperation and coordination between tourism stakeholders and build capacity to develop and manage Berat as a tourism destination and ensure the safety and security of tourists to Berat

- All markets 2000

6Training to meet the needs of the tourism private sector


7Train guides with specific knowledge of the Berat region

- Culture enthusiasts- Culture moderates- Soft adventure seekers

15,000

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Implementing the plan

Overall responsibility for implementing this Tourism Strategy and Action Plan rests with the Berat Municipality. Achieving the goals and objectives set out in this TSAP will require the support of many government agencies, international and national organisations, the tourism private sector, and most importantly, the citizens of Berat.

The Tourism Action Committee will facilitate coordination and implementation of the TSAP on behalf of the Berat Municipality. The TAC will establish a number of working groups incorporating relevant experts, agencies and individuals to ensure the highest levels of achievement. The proposed TAC Working Group structure is as follows6:

BeratMunicipality

WORKINGGROUPS

Artisan &souvenir Investment Accommodation

& restaurantProduct

developmentMarketing

& promotionHuman

ResourceDevelopment

BeratTourism

Action Committee

Figure 10: Proposed Tourism Action Committee Working Group structure

Monitoring, evaluating and revising the plan

Monitoring and evaluating the results of this plan will be necessary to determine if the impact envisioned is achieved based on a review of indicators.

BASELINE STUDIES: In the development of this strategy baseline data was collected on:• visitors (visitor demographics, behaviour and expenditure) • accommodation (number of rooms, occupancy rates etc.)

Additional data is required at the household level to enable a better understanding of the impact of tourism development on the citizens of Berat over time. Further baseline studies for this purpose are included in the action plan.

PROJECT MONITORING: All project proposals developed and implemented in accordance with this plan will have separate and specific monitoring and evaluation plans.

6 Committees should be established and operational on a needs basis. This structure will therefore change over time.

43

ANNUAL REVIEW: The Tourism Action Committee (TAC) will conduct an annual review of the plan and annual follow up of surveys (see proposed Schedule in Appendix XXX). The review and repeat surveys will both highlight what has been achieved and add new, relevant objectives that will further enhance the development of sustainable tourism in Berat. As a result of the review the TAC will develop a summary of achievements and promote successes to stakeholders. It will be important to promote successes so that the ongoing and necessary support of residents and outside expertise and resources can be obtained.

REVISING THE PLAN: The Committee will revise the Plan based on the annual review and if other circumstance require it. Particular circumstances for review include, but are not limited to:

• If the resources/funds cannot be found for a particular objective, it may be decided to ‘shelve’ this action until resources become available

• If after exhaustive efforts an action is not delivering envisioned results or no longer seems relevant, it will be deleted

• If a new initiative arises that has the potential to contribute to the achievement of goals, the new initiative will be included in the revised plan.

The revised plan will be reviewed by tourism stakeholders and citizens once again through a process of public input to ensure ownership and garner implementation assistance. It will then be taken back to the Berat Municipality to report progress to date and receive formal approval to move forward.

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Product development and quality improvement

There is a need to improve the quality of existing tourism products and services7 and to diversify, over the medium to longer term, the product offer, In accordance with the aim to develop Berat as a high quality tourism destination that contributes to the well being of citizens. Improving existing products and services focuses on upgrades in the Historic Centre and its surrounds (buffer zone) and building on and improving products based on the culture and traditions of Berat. The development of new products and services aims to increase the variety of products available to tourists thereby attracting a broader market and encouraging visitors to stay longer in the region. The development of products and services is based on an understanding of the demands of tourists from target markets and the need to create conditions for a thriving and sustainable destination

Stakeholders: Ministry of Tourism, Culture, Youth and Sports, Berat Municipality, DRKK, World Bank, EU, UNESCO, Bilateral Donors, Directorate of Museums, Directorate of National Culture, Directorate of Education, Non-Government Organisations, Regional Tourism Office, Private Sector Businesses, Art Gallery, School of Arts, Artisans, Emigrants, Citizens

7 Tourism products and services include accommodation, food and beverage, attractions, tours and transport, shopping and souvenirs.

5 TOURISM ACTION PLAN

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Alb

ania

(FI

AA)

Ber

at R

egio

nal C

ounc

il;

TAC

Bia

nnua

l 20

13 +

Dev

elop

and

pro

mot

e SM

Es in

agr

ibus

ines

s an

d ag

rito

uris

m

Ber

at M

unic

ipal

ity

2011

-201

3

8

Qua

lity

prod

ucts

an

d se

rvic

es

offe

red

year

ro

und

Dev

elop

loca

l to

urs

Enco

urag

e th

e es

tabl

ishm

ent

of lo

cal t

our

oper

ator

s an

d th

e de

velo

pmen

t of

loca

l tou

rsTA

C20

11

Ong

oing

Faci

litat

e ex

chan

ge e

xper

ienc

es o

f lo

cal t

our

oper

ator

s w

ith

natio

nal a

nd for

eign

tou

r op

erat

ors

TAC

Ong

oing

Con

duct

FAM

trips

with

tou

r op

erat

ors

and

jour

nalis

ts fro

m

targ

et m

arke

ts

TAC

Min

imum

1

per

year

Sup

port

the

dev

elop

men

t of

qua

lity,

dem

and

driv

en t

our

pack

ages

and

pro

mot

e to

•

tour

ope

rato

rs w

ith p

oten

tial t

o op

erat

e to

Ber

at•

dire

ct t

o to

uris

ts in

Ber

at

TAC

Ong

oing

Prom

ote

loca

l tou

r op

erat

ors

in B

erat

pro

mot

iona

l mat

eria

lsTA

CO

ngoi

ngPr

epar

e m

aps

and

faci

litat

e lo

gist

ics

for

visi

ting

tour

ope

rato

rs

TAC

Ong

oing

10

Qua

lity

prod

ucts

an

d se

rvic

es

offe

red

year

ro

und

Revi

taliz

e th

e tr

aditi

onal

ar

tisan

ski

lls

of B

erat

Esta

blis

h an

Art

isan

and

Sou

veni

r W

orki

ng G

roup

to

revi

taliz

e ar

tisan

al s

kills

and

fac

ilita

te t

he d

evel

opm

ent

of

souv

enirs

TAC

Iden

tify

trad

ition

al a

rtis

anal

ski

lls w

hich

can

be

revi

talis

ed

and

iden

tify

arits

ans

TAC A

rtis

an a

nd S

ouve

nir

Wor

king

Gro

up20

11

Esta

blis

h an

Art

isan

s Ass

ocia

tion

for

the

join

t pr

omot

ion

of

prod

ucts

to

targ

et m

arke

tsTA

C A

rtis

an a

nd S

ouve

nir

Wor

king

Gro

up20

12

Prov

ide

tech

nica

l sup

port

to

the

Art

isan

s Ass

ocia

tion

on,

for

exam

ple

- Fu

nctio

ning

of th

e as

soci

atio

n-

Prod

uct

deve

lopm

ent

- Jo

int

mar

ketin

g -

Bus

ines

s pr

actic

es

TAC A

rtis

an a

nd S

ouve

nir

Wor

king

Gro

up20

12

50

RA

NK

AIM

OB

JEC

TIV

EA

CTI

ON

SLE

AD

OR

GA

NIZ

ATI

ON

/S

WH

EN

10

Qua

lity

prod

ucts

an

d se

rvic

es

offe

red

year

ro

und

Revi

taliz

e th

e tr

aditi

onal

ar

tisan

ski

lls

of B

erat

Esta

blis

h yo

uth

grou

p/s

of a

rtis

ans

to r

evita

lize

trad

ition

al s

kills

Ass

ocia

tion

of A

rtis

ans

2012

-201

3

Faci

litat

e ar

tisan

par

ticip

atio

n in

loca

l and

reg

iona

l fai

rs t

o sh

owca

se a

nd s

ell B

erat

art

isan

al p

rodu

cts

- Ber

ati f

estiv

al (

annu

al),

-

Shk

odra

-

Gjir

okas

tra

hand

icra

ft fes

tival

(on

ce e

very

4 y

ears

),

- Ti

rana

Chr

istm

as fai

r (a

nnua

l)

Ass

ocia

tion

of A

rtis

ans

Ann

ual

Sho

wca

se t

he a

rtis

ans

of B

erat

in s

peci

aliz

ed T

V p

rogr

ams

Ass

ocia

tion

of A

rtis

ans

Min

imum

1

per

year

Prom

ote

fisca

l inc

entiv

es t

o bu

sine

sses

whi

ch p

rodu

ce

artis

anal

pro

duct

s th

at a

re t

radi

tiona

l to

Ber

atBer

at M

unic

ipal

ityO

ngoi

ng

11

Qua

lity

prod

ucts

an

d se

rvic

es

offe

red

year

ro

und

Faci

litat

e in

vest

men

t fr

om t

he

Ber

at

Dia

spor

a

Esta

blis

h an

Inv

estm

ent

Wor

king

Gro

up t

o ra

ise

loca

l go

vern

men

t aw

aren

ess

of t

he n

eed

for

ince

ntiv

es t

o at

trac

t in

vest

men

t fr

om B

erat

Dia

spor

a

TAC;

2011

Dev

elop

and

app

rove

fisc

al in

cent

ives

for

sen

sitiv

e to

uris

m

inve

stm

ent

by B

erat

Dia

spor

a in

the

His

toric

Cen

tre

Ber

at M

unic

ipal

ity

2012

Prep

are

proj

ect

prop

osal

s fo

r id

entifi

ed in

vest

men

t op

port

uniti

esBer

at M

unic

ipal

ity

2012

Prom

ote

iden

tified

inve

stm

ent

oppo

rtun

ities

and

fisc

al

ince

ntiv

es u

sing

tar

gete

d ca

mpa

igns

to

reac

h Ber

at D

iasp

ora

Ber

at M

unic

ipal

ity

2012

-201

3

12

Qua

lity

prod

ucts

an

d se

rvic

es

offe

red

year

ro

und

Impr

ove

rest

aura

nt

capa

city

to

cate

r fo

r in

tern

atio

nal

tour

ists

Esta

blis

h an

Acc

omm

odat

ion

and

Rest

aura

nt W

orki

ng G

roup

to

enc

oura

ge h

otel

s an

d to

uris

t re

stau

rant

s to

bet

ter

cate

r to

nat

iona

l and

inte

rnat

iona

l tou

rist

sTA

C20

11

Faci

litat

e th

e tr

ansl

atio

n of

tou

rist

res

taur

ant

men

us in

to

targ

et m

arke

t la

ngua

ges

(Ita

lian,

Eng

lish)

TAC a

ccom

mod

atio

n an

d re

stau

rant

wor

king

gro

up20

11

17

Prot

ect

and

impr

ove

tour

ist

attr

actio

ns

Revi

talis

e Ber

at

trad

ition

s an

d cu

stom

s an

d in

corp

orat

e in

to t

ourism

of

fer

Con

duct

a s

erie

s of

rou

nd t

able

s w

ith s

enio

r ci

tizen

s w

ho a

re

expe

rien

ced

in v

ario

us fi

elds

(ar

ts,

gast

rono

my,

fol

k st

orie

s,

hand

icra

fts,

mus

ic,

arch

itect

ure,

etc

) to

doc

umen

t Ber

at

trad

ition

s

TAC

2011

-201

2

Faci

litat

e di

scus

sion

s on

Ber

at t

radi

tions

in t

he m

edia

(p

rint

ed a

nd t

elev

ised

) w

ith m

ixed

gen

erat

ions

TA

C20

11-2

012

51

RA

NK

AIM

OB

JEC

TIV

EA

CTI

ON

SLE

AD

OR

GA

NIZ

ATI

ON

/S

WH

EN

17

Prot

ect

and

impr

ove

tour

ist

attr

actio

ns

Revi

talis

e Ber

at

trad

ition

s an

d cu

stom

s an

d in

corp

orat

e in

to t

ourism

of

fer

Revi

taliz

e tr

aditi

onal

fol

k ga

mes

thr

ough

the

con

duct

of

activ

ities

dur

ing

key

even

ts in

clud

ing:

- Ber

at fes

tival

- Car

niva

ls-

Sum

mer

day

- M

ount

ain

day

Ber

at M

unic

ipal

ityO

ngoi

ng

18

Qua

lity

prod

ucts

an

d se

rvic

es

offe

red

year

ro

und

Iden

tify

and

deve

lop

dem

and

driv

en

souv

enirs

Iden

tify

prod

ucer

s of

con

tem

pora

ry a

nd t

radi

tiona

l sou

veni

rs

(or

pote

ntia

l pro

duce

rs)

TAC A

rtis

an a

nd

Sou

veni

r W

orki

ng G

roup

; Ass

ocia

tion

of A

rtis

ans

2011

Assi

st s

ouve

nir

prod

ucer

s to

iden

tify

sale

s ou

tlets

for

the

ir

prod

ucts

incl

udin

g cr

eatio

n of

link

s w

ith h

otel

s an

d re

stau

rant

sTA

C A

rtis

an a

nd S

ouve

nir

Wor

king

Gro

up20

11

Ong

oing

Con

duct

an

annu

al ‘b

est

Ber

at s

ouve

nir’

com

petit

ion

as

part

of Ber

at F

estiv

al t

o su

ppor

t th

e de

velo

pmen

t of

qua

lity,

de

man

d dr

iven

sou

veni

rs

Ber

at M

unic

ipal

ityAnn

ual

Sup

port

the

dev

elop

men

t of

app

licat

ions

for

pro

ject

s su

ppor

ting

souv

enir d

evel

opm

ent

TAC A

rtis

an a

nd S

ouve

nir

Wor

king

Gro

up20

11

Ong

oing

Prep

are

a m

arke

ting

stra

tegy

for

sou

veni

rs in

clud

ing

the

iden

tifica

tion

of t

arge

t m

arke

ts a

nd t

heir p

refe

renc

es

TAC A

rtis

an a

nd S

ouve

nir

Wor

king

Gro

up20

12

Mar

ket

souv

enirs

in a

ccor

danc

e w

ith t

he m

arke

ting

stra

tegy

TA

C A

rtis

an a

nd S

ouve

nir

Wor

king

Gro

up20

12

Ong

oing

21

Qua

lity

prod

ucts

an

d se

rvic

es

offe

red

year

ro

und

Prom

ote

Ber

at

trad

ition

al

cuis

ine

Mee

t w

ith a

ccom

mod

atio

n an

d re

stau

rant

rep

rese

ntat

ives

to

rais

e aw

aren

ess

of a

ctiv

ity t

o pr

omot

e tr

aditi

onal

cui

sine

TA

C A

ccom

mod

atio

n an

d Re

stau

rant

Wor

king

Gro

up20

11

Faci

litat

e th

e co

nduc

t of

tra

inin

g co

urse

s on

the

pre

para

tion,

se

rvin

g an

d pr

esen

tatio

n of

tra

ditio

nal c

uisi

ne

TAC A

ccom

mod

atio

n an

d Re

stau

rant

Wor

king

Gro

up20

11-2

012

Con

duct

an

annu

al r

egio

nal ‘

Top

Rest

aura

nt’ c

ompe

titio

n as

pa

rt o

f Ber

at F

estiv

alBer

at M

unic

ipal

ityAnn

ual

Dev

elop

pro

mot

iona

l mat

eria

ls in

coo

pera

tion

with

re

stau

rant

s se

rvin

g Ber

at t

radi

tiona

l cui

sine

TAC A

ccom

mod

atio

n an

d Re

stau

rant

Wor

king

Gro

up20

12

Ong

oing

Publ

ish

and

sell

a co

ok b

ook

in c

oope

ratio

n w

ith p

riva

te

sect

or w

ith t

radi

tiona

l rec

ipes

fro

m t

he B

erat

reg

ion

TAC A

ccom

mod

atio

n an

d Re

stau

rant

Wor

king

Gro

up20

12

24

Qua

lity

prod

ucts

an

d se

rvic

es

offe

red

year

ro

und

Dev

elop

to

uris

m

villa

ges

and

farm

s

Esta

blis

h a

Prod

uct

Dev

elop

men

t W

orki

ng G

roup

TA

C;

Ber

at M

unic

ipal

ity20

11

52

RA

NK

AIM

OB

JEC

TIV

EA

CTI

ON

SLE

AD

OR

GA

NIZ

ATI

ON

/S

WH

EN

24

Qua

lity

prod

ucts

an

d se

rvic

es

offe

red

year

ro

und

Dev

elop

to

uris

m

villa

ges

and

farm

s

Con

duct

a s

erie

s of

mee

ting

with

com

mun

es a

nd c

itize

ns t

o ra

ise

awar

enes

s an

d in

tere

st in

vill

age

tour

ism

dev

elop

men

t

TAC P

rodu

ct D

evel

opm

ent

Wor

king

Gro

up;

Ber

at

Mun

icip

ality

2011

Prep

are

proj

ect

prop

osal

s, in

coo

pera

tion

with

inte

rest

ed

com

mun

es,

for

the

deve

lopm

ent

of v

illag

e an

d fa

rm t

ourism

in

rur

al lo

catio

ns in

Ber

at r

egio

n in

clud

ing:

-

Kapi

novë

- M

al t

ë Bar

dhe

(sin

jë)

- D

ardh

e (T

omor

r)

- D

robo

nik

- Rro

shni

k-

Skr

apar

TAC P

rodu

ct D

evel

opm

ent

Wor

king

Gro

up;

Ber

at

Mun

icip

ality

;Com

mun

es

2012

-201

3

Qua

lity

prod

ucts

an

d se

rvic

es

offe

red

year

ro

und

Dev

elop

vo

lunt

eer

tour

ism

In c

oope

ratio

n w

ith n

atio

nal a

nd in

tern

atio

nal t

our

oper

ator

s fa

cilit

atin

g vo

lunt

eer

oppo

rtun

ities

iden

tify

poss

ible

op

port

uniti

es for

the

dev

elop

men

t of

vol

unte

er t

ourism

TAC P

rodu

ct D

evel

opm

ent

Wor

king

Gro

up20

13-2

014

Faci

litat

e lin

ks b

etw

een

proj

ects

sui

tabl

e fo

r vo

lunt

eer

expe

rien

ces

and

natio

nal a

nd in

tern

atio

nal t

our

oper

ator

sTA

C P

rodu

ct D

evel

opm

ent

Wor

king

Gro

up20

13-2

014

Sup

port

the

pro

mot

ion

of v

olun

teer

opp

ortu

nitie

s to

tar

get

mar

kets

TAC P

rodu

ct D

evel

opm

ent

Wor

king

Gro

up20

14

Ong

oing

Qua

lity

prod

ucts

an

d se

rvic

es

offe

red

year

ro

und

Dev

elop

m

eetin

gs,

ince

ntiv

es,

conf

eren

ce

and

even

t (M

ICE)

to

uris

m

Dev

elop

a s

erie

s of

eve

nts

spre

ad a

cros

s th

e ye

ar o

f in

tere

st

to B

erat

citi

zens

, do

mes

tic a

nd in

tern

atio

nal t

ourist

sBer

at M

unic

ipal

ity20

11

Ong

oing

Dev

elop

and

dis

trib

ute

flyer

s an

d po

ster

s to

pro

mot

e Ber

at

even

ts in

clud

ing

sens

itive

pro

mot

ion

of r

elig

ious

fes

tival

s-

Ber

at fes

tival

- Pr

oces

sion

of Ku

lmak

- Ea

ster

and

bap

tism

day

Etc.

Ber

at M

unic

ipal

ity20

11

Ong

oing

Faci

litat

e th

e co

nduc

t of

‘hom

e st

ays’

to

acco

mm

odat

e vi

sito

rs t

o m

ajor

eve

nts

TAC

2013

O

ngoi

ng

Con

duct

a s

urve

y of

key

nat

iona

l and

inte

rnat

iona

l or

gani

satio

ns t

o id

entif

y fr

eque

ncy

of m

eetin

gs c

ondu

cted

aw

ay fro

m o

wn

prem

ises

and

ser

vice

s re

quired

Regi

onal

Tou

rism

Offi

ce;

TAC

2013

53

RA

NK

AIM

OB

JEC

TIV

EA

CTI

ON

SLE

AD

OR

GA

NIZ

ATI

ON

/S

WH

EN

24

Qua

lity

prod

ucts

an

d se

rvic

es

offe

red

year

ro

und

Dev

elop

m

eetin

gs,

ince

ntiv

es,

conf

eren

ce

and

even

t (M

ICE)

Iden

tify

exis

ting

busi

ness

es w

ith p

oten

tial t

o pr

ovid

e se

rvic

es for

mee

tings

Re

gion

al T

ourism

Offi

ce

TAC

2013

Enco

urag

e up

grad

e or

inve

stm

ent

in q

ualit

y an

d se

nsiti

ve

conf

eren

ce a

nd m

eetin

g fa

cilit

ies

TAC

2013

O

ngoi

ngPr

omot

e m

eetin

g an

d co

nfer

ence

fac

ilitie

s to

key

tar

get

mar

kets

(do

mes

tic)

Ber

at M

unic

ipal

ity20

14O

ngoi

ng

Qua

lity

prod

ucts

an

d se

rvic

es

offe

red

year

ro

und

Dev

elop

ca

rava

n an

d ca

mpi

ng

tour

ism

Des

igna

te a

n ap

prop

riat

e lo

catio

n fo

r th

e es

tabl

ishm

ent

of a

car

avan

and

cam

ping

gro

und

OR p

rom

ote

inve

stm

ent

oppo

rtun

ity for

the

sam

eBer

at M

unic

ipal

ity20

14

Inst

all f

acili

ties

requ

ired

for

car

avan

s an

d ca

mpi

ng

(ele

ctrici

ty,

was

te m

anag

emen

t et

c)Ber

at M

unic

ipal

ity20

14-2

015

Con

duct

fai

r pr

oces

s to

out

sour

ce o

pera

tion

of c

arav

an p

ark

to p

riva

te s

ecto

rBer

at M

unic

ipal

ity20

15

54

Acc

ess

and

In

fras

tru

ctu

re

Whi

le B

erat

’s c

ultu

ral

and

natu

ral

reso

urce

s ar

e th

e ba

sis

upon

whi

ch t

ourist

exp

erie

nces

will

be

built

, go

vern

men

ts a

nd t

he

priv

ate

sect

or p

rovi

de the

nec

essa

ry a

cces

s an

d in

fras

truc

ture

. Inf

rast

ruct

ure

such

as

road

s, w

ater

, was

te m

anag

emen

t, li

ghtin

g,

and

publ

ic t

rans

port

and

fac

ilitie

s in

clud

ing

mus

eum

s, a

rt g

alle

ries

, ga

rden

s, s

port

s ve

nues

, an

d ev

ents

pla

y a

criti

cal r

ole

in t

he

expe

rien

ces

of b

oth

loca

ls a

nd v

isito

rs.

Attr

actin

g in

vest

men

t in

key

infr

astr

uctu

re w

ill b

e ne

cess

ary

to e

nsur

e th

at B

erat

is a

ble

to d

eliv

er o

n its

pro

mis

e of

a q

ualit

y ex

perien

ce.

Sta

keh

old

ers:

Nat

iona

l G

over

nmen

t, M

inis

try

of T

ourism

, Cul

ture

, Yo

uth

and

Spo

rts,

Min

istr

y of

Pub

lic W

orks

and

Tra

nspo

rt,

Ber

at M

unic

ipal

ity,

DRKK,

Wor

ld B

ank,

EU

, U

NES

CO

, Bila

tera

l D

onor

s, P

riva

te B

anks

(e.

g. B

anka

Bot

ëror

e),

Non

-Gov

ernm

ent

Org

anis

atio

ns,

Regi

onal

Tou

rism

Offi

ce,

Priv

ate

Sec

tor

Bus

ines

ses,

Art

Gal

lery

, Sch

ool o

f Art

s, A

rtis

ans,

Ber

at d

iasp

ora,

Citi

zens

, KZhT

, Stu

dio

PLRr

RA

NK

AIM

OB

JEC

TIV

EA

CTI

ON

SLE

AD

OR

GA

NIZ

ATI

ON

/S

WH

EN

2To

uris

t

Upg

rade

in

fras

truc

ture

in

the

His

toric

Cen

tre

in

a se

nsiti

ve

man

ner

Prep

are

deta

iled

proj

ect

prop

osal

/s (

incl

udin

g bu

dget

s) for

th

e up

grad

e of

key

tou

rist

infr

astr

uctu

re in

clud

ing:

1.

un

derg

roun

d in

fras

truc

ture

- w

ater

sup

ply

- se

wag

e-

elec

tric

ity-

tele

com

mun

icat

ions

2.

surf

ace

infr

astr

uctu

re-

fire

prot

ectio

n sy

stem

8

- lig

htin

g sy

stem

(de

cora

tive)

- pu

blic

toi

lets

- pa

rkin

g-

road

s

Ber

at M

unic

ipal

ity20

11-2

013

Prep

are

deta

iled

proj

ect

prop

osal

/s (

incl

udin

g bu

dget

s) for

th

e up

grad

e of

his

toric

infr

astr

uctu

re in

clud

ing:

-

cast

le w

alls

-

wat

ch t

ower

s -

ston

e pa

ths

- hi

stor

ic h

ouse

s

Direc

tora

te o

f N

atio

nal

Cul

ture

, Ber

at (

DRKK)

2011

-201

3

Lobb

y fo

r fu

nds

for

infr

astr

uctu

re u

pgra

des

incl

udin

g in

cent

ives

for

upg

rade

s by

priva

te o

wne

rsTA

C20

12-2

013

Lobb

y fo

r th

e es

tabl

ishm

ent

of a

Res

tora

tion

Sch

ool i

n Ber

atTA

C20

12

ongo

ing

Rest

ore

mon

umen

ts o

f th

e fir

st c

ateg

ory

Direc

tora

te o

f N

atio

nal

Cul

ture

, Ber

at (

DRKK)

2012

- 2

014

8-9

UN

ESCO

req

uire

men

t

55

RA

NK

AIM

OB

JEC

TIV

EA

CTI

ON

SLE

AD

OR

GA

NIZ

ATI

ON

/S

WH

EN

2To

uris

t

Upg

rade

in

fras

truc

ture

in

the

His

toric

Cen

tre

in

a se

nsiti

ve

man

ner

Des

igna

te a

n op

en a

rea

for

the

cond

uct

of s

ensi

tive

cultu

ral

even

ts in

the

His

toric

Cen

tre

Direc

tora

te o

f N

atio

nal

Cul

ture

, Ber

at (

DRKK)

2011

Purc

hase

(re

mov

able

) in

fras

truc

ture

and

equ

ipm

ent

for

the

cond

uct

of s

ensi

tive

cultu

ral e

vent

s in

the

His

toric

Cen

tre

Ber

at M

unic

ipal

ity20

12

Upg

rade

pub

lic s

pace

s in

the

His

toric

Cen

tre

with

gar

dens

an

d re

crea

tiona

l fac

ilitie

s D

irec

tora

te o

f N

atio

nal

Cul

ture

, Ber

at (

DRKK)

2011

Faci

litat

e a

fair p

roce

ss t

o re

mov

e in

fras

truc

ture

tha

t is

in

sens

itive

to

the

univ

ersa

l val

ues

of t

he H

isto

ric

Cen

tre

or

illeg

ally

con

stru

cted

9

Direc

tora

te o

f N

atio

nal

Cul

ture

, Ber

at (

DRKK)

2011

Faci

litat

e a

fair p

roce

ss t

o re

strict

the

old

bridg

e of

Gor

ica

to

pede

strian

use

to

ensu

re it

s pr

otec

tion

Direc

tora

te o

f N

atio

nal

Cul

ture

, Ber

at (

DRKK)

2011

Reno

vate

an

artis

ans

mar

ket

for

the

prod

uctio

n an

d sa

le o

f tr

aditi

onal

han

dicr

afts

D

irec

tora

te o

f N

atio

nal

Cul

ture

, Ber

at (

DRKK)

2011

-201

2

Con

duct

a s

tudy

to

deve

lop

an e

ffec

tive

and

sens

itive

tr

ansp

ort

syst

em in

clud

ing

acce

ss for

dis

able

d pe

ople

Ber

at M

unic

ipal

ity20

12

Mai

ntai

n in

fras

truc

ture

in

His

toric

Cen

tre

Impl

emen

t on

goin

g m

aint

enan

ce p

rogr

am for

infr

astr

uctu

re

in t

he H

isto

ric

Cen

tre

Direc

tora

te o

f N

atio

nal

Cul

ture

, Ber

at (

DRKK)

Ong

oing

Mai

ntai

n th

e hi

stor

ic in

fras

truc

ture

in t

he c

astle

(w

alls

, w

atch

tow

ers

and

hist

oric

hou

ses)

Direc

tora

te o

f N

atio

nal

Cul

ture

, Ber

at (

DRKK)

Ong

oing

Upg

rade

to

uris

t-re

late

d in

fras

truc

ture

ou

tsid

e of

th

e H

isto

ric

Cen

tre

Con

stru

ct a

tou

rist

info

rmat

ion

poin

t (b

illbo

ard/

sign

) at

the

m

ain

entr

ance

to

the

city

Ber

at M

unic

ipal

ity20

12

Dev

elop

(3)

pro

ject

pro

posa

ls a

nd lo

bby

for

fund

s fo

r th

e se

nsiti

ve d

evel

opm

ent

of k

ey t

ourist

att

ract

ions

in t

he b

uffe

r zo

ne in

clud

ing:

-

tran

sfor

min

g th

e ex

istin

g ci

ty m

arke

t in

to a

m

ultif

unct

iona

l cen

tre

for

tour

ists

-

cons

truc

ting

or u

pgra

ding

an

exis

ting

build

ing

to o

pera

te

as t

he H

isto

ric

Mus

eum

of Ber

at-

cons

truc

ting

or u

pgra

ding

an

exis

ting

build

ing

to o

pera

te

as a

“H

ouse

of Je

ws”

Ber

at M

unic

ipal

ity;

TAC

2012

-201

5

Esta

blis

h a

sew

erag

e tr

eatm

ent

plan

tBer

at M

unic

ipal

ity20

12 -

201

5

Esta

blis

h w

aste

man

agem

ent

and

recy

clin

g fa

cilit

ies

Ber

at M

unic

ipal

ity20

12-2

015

56

RA

NK

AIM

OB

JEC

TIV

EA

CTI

ON

SLE

AD

OR

GA

NIZ

ATI

ON

/S

WH

EN

13

Tour

ist

Cre

ate

or

impr

ove

acce

ss t

o ke

y to

uris

t at

trac

tions

Iden

tify

key

tour

ist

attr

actio

ns w

hich

req

uire

new

or

upgr

aded

acc

ess

e.g.

- To

mor

ri M

ount

ain

- Can

yons

of Bog

ova

- W

ater

fall

of B

ogov

a

TAC

2011

Prep

are

deta

iled

proj

ect

prop

osal

/s (

incl

udin

g bu

dget

s) for

th

e up

grad

e of

acc

ess

to k

ey t

ourist

att

ract

ions

TAC

2012

Lobb

y fo

r fu

nds

to im

plem

ent

infr

astr

uctu

re im

prov

emen

ts

(acc

ordi

ng t

o EU

sta

ndar

ds)

for

exis

ting

and

new

mou

ntai

n at

trac

tions

TAC

2013

O

ngoi

ng

15

Tour

ist

Iden

tifica

tion

of t

he t

ourism

in

fras

truc

ture

el

emen

ts

acco

rdin

g to

th

e U

rban

M

aste

r Pl

an

Ensu

re in

tegr

atio

n an

d co

hesi

on b

etw

een

Urb

an M

aste

r Pl

an

and

Tour

ism

Str

ateg

yTA

CO

ngoi

ng

23

Tour

ist

Impr

ove

tour

ism

si

gnag

e

Inst

all t

ourism

roa

d si

gns.

Est

ablis

h pr

oces

s w

ith e

xper

ts t

o ag

ree

- Lo

catio

n of

tou

rism

direc

tiona

l sig

ns-

Des

ign

of s

igns

(to

EU

sta

ndar

ds)

- Con

tent

of si

gns

Ber

at M

unic

ipal

ity

2012

-201

3

Impl

emen

t to

uris

m r

oad

sign

mai

nten

ance

pro

gram

Ber

at M

unic

ipal

ity20

12

Ong

oing

Inst

all i

nter

pret

ive

sign

age

for

key

mon

umen

ts in

the

H

isto

ric

Cen

tre.

Est

ablis

h pr

oces

s w

ith e

xper

ts t

o ag

ree

- Lo

catio

n of

inte

rpre

tatio

n si

gns

- D

esig

n of

sig

ns (

To U

NES

CO

sta

ndar

ds)

- Con

tent

of si

gns

Direc

tora

te o

f N

atio

nal

Cul

ture

, Ber

at (

DRKK)

2012

-201

3

Impl

emen

t in

terp

retiv

e si

gn m

aint

enan

ce p

rogr

amD

irec

tora

te o

f N

atio

nal

Cul

ture

, Ber

at (

DRKK)

2012

O

ngoi

ng

57

Targ

eted

mar

keti

ng

an

d p

rom

otio

n

Whi

le t

ourism

in B

erat

is g

row

ing,

the

re is

a n

eed

to d

evel

op a

nd u

niqu

e im

age

that

mee

ts t

he n

eeds

of po

tent

ial t

ourist

s. B

erat

ne

eds

to p

ositi

on it

self

wel

l bas

ed o

n th

e pr

oduc

ts t

hat

it ha

s an

d th

e st

age

of d

evel

opm

ent

that

it is

in.

In t

he s

hort

ter

m B

erat

w

ill fo

cus

on r

aisi

ng it

s pr

ofile

as

a de

stin

atio

n th

roug

h pa

rtic

ipat

ion

in a

nd h

ostin

g of

spe

cial

eve

nts

and

thro

ugh

targ

etin

g pu

blic

re

latio

ns.

As

the

qual

ity o

f pr

oduc

ts a

nd s

ervi

ces

is im

prov

ed,

actio

n w

ill b

e ta

ken

to m

arke

t Ber

at t

o ta

rget

mar

kets

Sta

keh

old

ers:

Min

istr

y of

Tou

rism

, Cul

ture

, Yo

uth

and

Spo

rts,

Nat

iona

l To

uris

m A

genc

y, B

erat

Mun

icip

ality

and

Com

mun

es,

UN

ESCO

, Bila

tera

l don

ors,

Nat

iona

l and

priva

te t

elev

isio

n st

atio

ns,

Priv

ate

sect

or b

usin

esse

s, R

elig

ious

com

mun

ity

RA

NK

AIM

OB

JEC

TIV

EA

CTI

ON

SLE

AD

OR

GA

NIZ

ATI

ON

/S

WH

EN

4

Prof

essi

onal

m

arke

ting

in t

arge

t do

mes

tic a

nd

inte

rnat

iona

l m

arke

ts

Incr

ease

th

e vi

sibi

lity

of B

erat

as

a to

uris

t de

stin

atio

n th

roug

h pa

rtic

ipat

ion

in a

nd

prom

otio

n of

rel

evan

t ev

ents

Esta

blis

h a

Mar

ketin

g an

d Pr

omot

ion

Wor

king

Gro

up w

ith

part

icip

atio

n of

tou

rism

priva

te s

ecto

r TA

C20

11

Part

icip

ate

in t

he a

ctiv

ities

of th

e H

isto

ric

Tow

ns N

etw

ork

Ber

atM

unic

ipal

ity

Ann

ual

Prom

ote

Ber

at in

tar

gete

d to

uris

m fai

rs in

coo

pera

tion

with

th

e N

atio

nal T

ourism

Age

ncy

•TT

G I

ncon

tri (

Ital

y)•

WTM

(U

K)

•IT

B (

Ger

man

y)

Ber

at M

unic

ipal

ityAnn

ual

Part

icip

ate

in p

rior

ity t

elev

isio

n pr

ogra

ms

to p

rom

ote

the

Ber

at r

egio

n as

a t

ourist

des

tinat

ion

TAC M

arke

ting

and

Prom

otio

n W

orki

ng G

roup

2011

O

ngoi

ng

Org

anis

e ‘B

erat

Day

s’ a

ctiv

ity t

o sh

owca

se B

erat

in k

ey

targ

et m

arke

ts (

e.g.

Ita

ly,

Gre

ece)

Ber

at M

unic

ipal

ityO

ne p

er

year

201

3 +

9

Prof

essi

onal

m

arke

ting

in t

arge

t do

mes

tic a

nd

inte

rnat

iona

l m

arke

ts

Dev

elop

a

‘bra

nd’ f

or

Ber

at

Faci

litat

e a

part

icip

ator

y br

andi

ng e

xerc

ise

to id

entif

y th

e un

ique

sel

ling

poin

t of

Ber

at a

nd d

evel

op a

reg

iona

l bra

nd

TAC M

arke

ting

and

Prom

otio

n W

orki

ng G

roup

2011

-201

2

Con

duct

a lo

cal a

war

enes

s ca

mpa

ign

prom

otin

g th

e us

e of

th

e Ber

at b

rand

for

tou

rism

and

oth

er p

rodu

cts

and

serv

ices

TAC M

arke

ting

and

Prom

otio

n W

orki

ng G

roup

2012

O

ngoi

ng

Inco

rpor

ate

Ber

at b

rand

into

pro

duct

dev

elop

men

t ac

tiviti

es

and

mar

ketin

g an

d pr

omot

ion

TAC M

arke

ting

and

Prom

otio

n W

orki

ng G

roup

2012

O

ngoi

ng

58

RA

NK

AIM

OB

JEC

TIV

EA

CTI

ON

SLE

AD

OR

GA

NIZ

ATI

ON

/S

WH

EN

9

Prof

essi

onal

m

arke

ting

in t

arge

t do

mes

tic a

nd

inte

rnat

iona

l m

arke

ts

Dev

elop

and

te

st t

our

pack

ages

for

ta

rget

gro

ups

Iden

tify

attr

actio

ns t

o be

par

t of

pilo

t pa

ckag

es t

o be

pr

omot

ed t

o to

ur o

pera

tors

TAC M

arke

ting

and

Prom

otio

n W

orki

ng G

roup

2011

Prep

are

info

rmat

ion

mat

eria

ls for

the

iden

tified

att

ract

ions

TA

C M

arke

ting

and

Prom

otio

n W

orki

ng G

roup

2011

-201

2

Faci

litat

e tr

ansl

atio

n of

mat

eria

ls in

to r

elev

ant

fore

ign

lang

uage

s TA

C M

arke

ting

and

Prom

otio

n W

orki

ng G

roup

2011

-201

2

Iden

tify

tour

ope

rato

rs t

hat

wor

k w

ith t

arge

t m

arke

tsTA

C M

arke

ting

and

Prom

otio

n W

orki

ng G

roup

2011

-201

2

Prep

are

and

prom

ote

pack

ages

to

targ

eted

tou

r op

erat

ors

TAC M

arke

ting

and

Prom

otio

n W

orki

ng G

roup

2012

O

ngoi

ng

16

Prot

ectio

n an

d im

prov

emen

t of

tou

rist

at

trac

tions

Sho

wca

se

Ber

at t

hrou

gh

its s

tories

and

le

gend

s

Col

lect

, co

llate

and

pub

lish

the

lege

nds

of B

erat

e.g

. •

The

tom

b of

Aba

z Aliu

t•

The

Lege

nd o

f M

ount

ain

Tom

orri

•Th

e fo

otst

ep o

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poin

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enci

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to

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atBer

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sa

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pr

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blis

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an R

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Dev

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men

t W

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TA

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2011

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sect

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Res

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Prio

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2012

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Res

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Faci

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Res

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re g

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pro

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pro

posa

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lobb

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nds

to e

stab

lish

a ho

spita

lity

trai

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cen

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in B

erat

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ing

- Lo

catio

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ffing

str

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re-

Mod

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req

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oper

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hosp

italit

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stom

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ce,

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ac

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Eng

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)

TAC H

uman

Res

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Wor

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2013

-201

5

7

Hum

an

reso

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Trai

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know

ledg

e of

the

Ber

at

regi

on

Iden

tify

a lic

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gani

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n w

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will

con

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the

tr

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to E

U s

tand

ards

)

TAC H

uman

Res

ourc

e D

evel

opm

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Wor

king

G

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2011

Dev

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for

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to

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attr

actio

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and

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TAC H

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Res

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G

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2011

App

rove

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uman

Res

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2012

Dev

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sel

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pote

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G

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2012

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t tr

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ric

Cen

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Ann

ual

62

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Ber

at

regi

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litat

e tr

aini

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ours

es in

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tical

exp

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an

d ce

rtify

qua

lified

gui

des

TAC H

uman

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ual

Prom

ote

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use

of q

ualifi

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uide

s to

Tou

r O

pera

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, in

pr

omot

iona

l mat

eria

ls a

nd o

n w

ebsi

tes

etc.

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uman

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e D

evel

opm

ent

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king

G

roup

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on

goin

g

Coo

rdin

ate

with

tou

rist

info

rmat

ion

cent

re t

o de

velo

p ro

ster

of

qua

lified

gui

des

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uman

Res

ourc

e D

evel

opm

ent

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king

G

roup

2012

O

ngoi

ng

65

Appendix 1. Tourism Action Committee

Fadil Nasufi Mayor of Berat Nevila Haznedari Specialist of the Delegated Functions-Prefecture

of Berat Blerina Ago Albanian Rafting Group Etleva Dhima Specialist of Tourism – Municipality of BeratPetrit Revania Specialist of Marketing – Directory of Agriculture

and Food Desdemona Balliu Youth Parliament Bektash Daja Region of Berat Lefteri Kosova Women Centre Almida Bumbli Tourism Business Marius Qytyku Specialist of Programs –Municipality of BeratNevila Hoxha Tourism businessGreta Kajana Regional Office of TourismElton Xheka Directorate of National Culture Adriatik Hoxha Tourism business

APPENDIX

66

Appendix 2. Acronyms

DKKK Directorate of National Culture, BeratEU European UnionMTCYS Ministry of Tourism, Culture, Youth and SportNSDI National Strategy for Development and

IntegrationSNV Netherlands Development OrganisationTAC Tourism Action CommitteeTSAP Tourism Strategy and Action PlanUNDP United Nations Development ProgrammeUNESCO United Nations Education, Scientific and Cultural

OrganisationUNWTO United Nations World Tourism Organisation

67

Appendix 3. Proposed Monitoring and Evaluation Schedule

MONITORING AND EVALUATION OUTLINE

July 2010 Baseline survey – accommodation and visitorApril 2011 Baseline survey – householdApril 2011 Final tourism strategyApril 2011 Final monitoring indicatorsJuly 2011 Bi-annual survey (summer) – accommodation and visitor

January 2012 Bi-annual survey (winter) – accommodation and visitorApril 2012 Annual survey – householdApril 2012 Strategy reviewJuly 2012 Bi-annual survey (summer) – accommodation and visitor








January 2020 Bi-annual survey (winter) – accommodation and visitorMarch 2020 Annual survey – householdMarch 2020 Strategy evaluation

68

Appendix 4. Market research – key markets

The TAC identified five target market segments as outlined in the body of the TSAP – culture enthusiasts; culture moderates; soft adventure seekers; international tour groups/grand tourists; returning to my roots. While these segments exist globally, Berat will target these groups from key markets already travelling to Berat – primarily Italy, UK, France and Germany. In the medium to long term the Japanese, North American and Australian markets offer potential. Understanding the behaviour of outbound tourists from key markets is important.

ITALIAN MARKET The number of Italians traveling abroad has declined during the economic slow down period, although less dramatically than in other countries such as Germany. Even in the face of economic crises, Italians continue to go on vacation and they generally treasure spending at least one or two weeks either at the seaside, in the mountains or visiting foreign countries. Italians have not given up traveling altogether, but many are shortening the length of their trip and /or looking to reduce their expenses. So called “last minute” trips are becoming popular again, despite the efforts of Italian tour operators to encourage advance bookings. Inherently more expensive long haul travel is suffering, including travel to U.S, the main destination for Italians. Activities of most interest to Italians visiting other countries for leisure and business are; dining in restaurants, shopping, sightseeing in cities, visiting historical places, museums, visiting small towns, visiting theme/amusement parks and national parks.

Online travel agents (OLTA) have grown substantially over the last few years. In Italy, e-commerce in tourism counts for around 55% of the total value of bookings. The tourism sector in Italy has already tapped into social networks like Facebook and Twitter.

The Italian market will continue to be a target market for Berat. A considerable number of Berati’s have immigrated to Italy and they play a crucial role in distributing the message of Berat as a destination. The short distance, easy access via air and sea (Alitalia, Belle Air having direct flights from key Italian towns to Tirana), ease of communicating in Italian language, and business relationships, make Italy a lucrative market. Italian independent travelers can be targeted in the future. The Italian market comprises of different type of tourists from those looking for high end accommodation to others preferring guest houses. Independent travelers enjoy many of the region’s products because they usually have time to explore and experience. Thus diversification of the Berat product beyond castle sightseeing is essential. Given the challenges of reaching the independent market, Berat needs to develop very specific marketing channels and well developed and targeted promotional material. Information on attractions and logistical information need to be made available on the internet and social media should be utilized to reach the target market.

69

UK MARKET The number of British holidaymakers planning to spend their holidays abroad in 2011 is expected to increase; in a poll conducted in 2010, 96% of Brits indicated that they planned to travel abroad, up from 78% in 2009. According to the British Lifestyles 2010 report, the overall spend on overseas holidays by British holidaymakers will rise by 17 per cent over the next five years. The survey found that the main reasons Britons will choose to holiday abroad are the unpredictable British weather, high prices of hotels in the country (74%), and the simple preference of visiting other countries (55%).

Overseas holidays and short breaks are predicted to grow at the expense of domestic trips and longer holidays. The demographics of those taking such holidays are also likely to change with consumers spending between £1,000 and £3,000 on their holidays likely to be hit hardest by current economic conditions. Those spending more than £3,000 have been less affected by the recession. “Holidays are now seen as a luxury item of spending by almost half of adults, which compares to just 38 per cent having this view before the recession in 2007,” the report adds. “Less than one in five adults see holidays as a necessary spend or a ‘right’. According to the survey results, Spain will be the most popular destination in 2011 gaining 24% of the vote, with Greece and Turkey close behind with 18% and 11% respectively.

For Berat, in the short to medium term the British market will continue to be a target market given their demonstrated interest in the Balkan region and accessibility (direct flights to Albania five days a week). The key target is young professionals between the ages of 25 and 40, with good incomes but no children and interested in new experiences. A combination of sun and beach holidaymakers with cultural tourism in Berat can lead to more attractions in the region. In the long run when Berat has developed its offer and improve services, the 55-65 year old age group can be targeted - travelers that look for boutique experiences. Package holidays will continue to be popular in Britain. Seen from Berat’s perspective, attention should be paid in packaging the offer.

GERMAN MARKET In spite of the insecure future tourism is recovering after the crises. The German market proved that is a stable and mature one. In 2010 42% of the Germans planned one trip and 11% planned two or more trips. Together with the British they made 55% of all EU-25 outbound tourism holiday trips. However German tourism consumers have become more price sensitive and the importance of good value for money offers is increasing. Seniors are gaining importance in the German market as they are a very demanding target group with diverse interests.

JAPANESE MARKET Looking at the figures for the first half of 2010 with 7.9 million Japanese tourists traveling abroad, it is clear that the Japanese still travel internationally, but certain changes have occurred over the years. The most noticeable change is the increase in the number of Japanese free, independent travelers (FIT), who are able to design their travel routes themselves. However older travelers especially will still be making use

of package tourism or at least gather information from travel agencies (55%) of the total Japanese outbound market. The Japanese ageing demographic is influencing the increased amount of free time for travel. The ratio of population aged 65+ is currently 1:7, but will exceed 1:4 by the year 2020. Heritage, cultural attractions, authenticity, value for money and security are the pulling factors attracting this category of Japanese tourists.

The Japanese market is reaching the Balkans and can be a target for Berat tourism industry in the long run, when products and services are improved. Age 55 – 70 can be the market as they have more time for leisure then younger age that usually restrict their holidays to maximum 8 days. Japanese tourists look for high standard accommodation and are recognized as high spenders. As a unique market targeted efforts need to be made in terms of hospitality service improvement and safety issues especially in the castle and Mangalem area with stone roads and pathways. Some Albanian tour operators have already established business relationships with Japanese counterparts. Involving the last into FAM-trips to Berat can be a good strategy to target the Japanese market.

BERAT TOURISM STRATEGY AND ACTION PLAN 2011 - 2021

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Transcript of BERAT TOURISM STRATEGY AND ACTION PLAN 2011 - 2021