2 International Tourism in Albania

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2 International Tourism in Albania A Map of Tourism Attractions in SEE Jordan 1999; Jordan & Schappelwein 1999; https://www.ifl‐leipzig.de/de/publikationen/zeitschriften‐und‐ Tourism and Transition in the Western Balkans. reihen/europa‐regional/publications/2.html Albania as a Laboratory for Tourism Development International Conference on Tourism and Transition (Annual Conference of the German Tourism Research Group Munich, 17-18 May 2018) Prof. Dr. Daniel Göler Geographical Research on Migration and Transition, University of Bamberg Prof. Dr. Dhimitër Doka Department of Geography, University of Tirana International Tourism Attractions in SEE Agenda: 1 Introduction – Albania as Laboratory? 2 Albania and the international tourism market 3 Do offer and demand fit together? 4 Organization 5 AMSWOT-Analysis Discussion 1 Introduction – Albania as Laboratory? Arrivals of foreigners 1956-1999 International isolation until 1991 (Lichtenberger 1976: „Der isolierte Staat …“) In the late socialist period 12,000 international visits per year Highly selective and low standard internal tourism 1990s: High potentials, no experiences i.e. marginal tourism destination, but an emerging market [Pjero 2008, 234] Albanian tourism at a glance 2 International tourism in Albania: foreign visitors 2011-2016 > 5 mn international visits per year, 300 hotels with 3 up to 5 stars (1990: 30), 5.000.000 1.5 bln € turnover, 4.500.000 4.000.000 more than 6% of national GDP, 3.500.000 100,000 are direct employed in tourism, 3.000.000 2.500.000 Albania as a latecomer of transition and tourism. 2.000.000 1.500.000 1.000.000 500.000 0 2011 2012 2013 2014 2015 2016 Data: Instat 2017, UNWTO 2017 Regions of origin (2016) European countries of origin (2017) rank country visitors in % 103.839; 2% 1 Kosovo 1.745.973 33.6 103.273; 2% 35.894; 1% 2 Macedonia 671.570 12.9 „diasporic“ and business 3 Greece 489.172 9.4 (‚albatross tourism‘; 4 Montenegro 380.988 7.3 Hall 2017, 324) America 5 Italy 363.344 7.0 6 UK 127.333 2.45 East Asia and Pacific 7 Germany 121.604 2.3 8 Poland 114.582 2.2 Europe 9 BiH 97.786 1.9 10 Turkey 79.639 1.5 International tourism Europe: Other countries not 11 Serbia 63.785 1.2 (in a narrow sense) 4.485.405; specified 12 Switzerland 54.051 1.0 95% 13 France 52.428 1.0 14 Bulgaria 40.488 0.78 15 Croatia 24.443 0.47 Data: Instat 2017 Data: Albanian State Police, dept. for border control and migration Spending and receipts Employment current US$ International Tourism Receipts 1995‐2016 2.500.000.000 2.000.000.000 1.500.000.000 1.000.000.000 (direct) 500.000.000 Data: 0 Worldbank 2017 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 US$ in bn (nominal) 2,5 2 1,5 (direct, Leisure Tourism indirect, 1 Spending induced) 0,5 Business Tourism Spending 0 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 Data: WTTC 2017 [WTTC 2017, 4] Local currency in bn (nominal prices) Local currency in bn (nominal prices) 10 15 20 25 0,1 0,2 0,3 0,4 0,5 0,6 0,7 0,8 0,9 Direct 0 5 0 1995 1995 1996 1996 1997 1997 1998 1998 1999 1999 2000 2000 Contribution to GDP 2001 2001 Investment 2002 2002 2003 2003 2004 2004 2005 2005 2006 2006 2007 2007 2008 2008 2009 2009 2010 2010 2011 2011 2012 2012 2013 2013 2014 2014 2015 2015 2016 2016 [data: WTTC 2017] private governmental [WTTC 2017, 3] Total A Regional Comparison Regional A Contribution to GDP [WTTC 2017, 3] [WTTC 2017, 7] Characteristics and effects of international 3 Touristic offer and demand tourism in AL: Increasing number of visitors, revenues, returns Cultural tourism, round trips (April-June); international “diasporic” visitors demand Two periods: dynamic 2000-decade vs. recent stagnation Sun-and-beach tourism (July, August); regional demand Travel and tourism as a relevant factor for future economic development Niche tourism: Hiking, trekking, rafting (Balkans Peace Park; Forecast 2027 of approx. plus 3% p.a. in employment Peak of the Balkans); international and regional demand during summer season Cultural Tourism Sun-and-beach tourism [Butrint 2008] [St. Nikolaos, Mesopotam; 2015] [Durres-plazh, Google Earth 2017] Sun-and-beach tourism Hiking, trekking, rafting … [Valbona; dg 2016] [Durres; dg 2017] Do offer and demand fit to each other? Mind the Gaps between … 4 Organization, strategy, management … consumer’s side: . Image of the country . Realistic information of visitors . Level of expenditures of international (Albanian) visitors … destination’s side: . Missing hotel capacities (lack of investments in general), especially outside Tirana-Durres . Lack of cultural activities, amusement Tourism strategy of Albania 2014-2020 Organigram of the Ministry of Tourism Directorate for Marketing and Promotion Strategic Positioning of Albania Tourism Sector: “Albania is a safe, high‐value tourism destination featuring an unparalleled variety of world‐class natural and cultural attractions in a small geographic area, managed in an environmentally and [OECD 2012, 325] socially responsible manner, easily accessible to European tourism markets”(p.41). Albania on the Western European Market Advertisement in a travel agency in Belgrade/Serbia (2016, foto dg) Screenshot from www.lidl-reisen.de (last visit on May 2, 2018) 5 Conclusio: AMSWOT-Analysis AMSWOT Achievements Achievements Mistakes Mistakes ex post Stability in political, economic and Chaotic path of transition Strengths social terms Weaknesses up-to-date Opportunities ex ante Dynamic tourism development Underutilised potentials Threats Lonely Planet top-10-destination 2011 AMSWOT AMSWOT Strength Weaknesses Hospitality Image, branding Opportunities Threats Potentials: nature, cultural heritage, Infrastructure & accomodation New destination („Discover AL“) Dependencies nature culture (capacities & standards) Connectivity to international Position: 300-km-coastline „Gold-rush-mentality“ hinders (western) markets between HRV/MNE and GR sustainability Flexibility, spontaneity, informality, risk-acceptance Reliability (in organisational and administrative terms) Beach-focused seasonality Wage level An Outlook for EE/SEE: Conclusion: Problems of the Laboratory … Potentials for tourism from western countries “Tourism today in Albania is in miserable conditions. There are no resorts which meet the standards of the neighboring countries such as Greece and Turkey. Hotel prices are high and they offer very few services. Many people don’t see why they must pay more to receive less. A young man from Skopje sun-and-beach says something meaningful: “I have spent holidays in Greece and Turkey. To rural spend a week in a luxurious resort, I have spent no more than 350 Euros, and winter this included accommodation, food, beverages, outings and other services. nature This concept doesn’t exist in Albania. If one wants to spend holidays in the health Albanian beautiful coast, one must seriously take into account the fact that a cultural room in the south, in Saranda or Dhermi is no less than 80 Euros a night or study/themes 600 Euros a week, and this only includes a modest breakfast. One must pay up to 50 Euros to stay on the sand and then there’s food, beverages, outings, etc. The way tourism functions in Albania, doesn’t make me want to come potential current situation back again”. /ibna/ Comment by IBNA Independent Balkan News Agency. http://www.balkaneu.com/strategy‐development‐tourism‐2014‐2020‐model‐albania/ [Jordan 1999, 11] Tourism and Transition in the Western Balkans. Albania as a Laboratory for Tourism Development International Conference on Tourism and Transition (Annual Conference of the German Tourism Research Group Munich, 17-18 May 2018) Prof. Dr. Daniel Göler Geographical Research on Migration and Transition, University of Bamberg Prof. Dr. Dhimitër Doka Department of Geography, University of Tirana.
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