Market Research and Value Chain Assessment Final Report Albanian Development Fund Rruga Sami Frasheri, nr.10, Tirana Albania Market Research and Development of a Tourism Product and Market Strategy for the South of Albania and 4 Selected Municipalities DISCLAIMER We have no obligation to update our findings and conclusions for changes in market conditions, which may occur subsequent to our fieldwork. Any such changes in market conditions will affect the validity of our estimates. Since changes in market conditions are likely to occur, it is expressly understood that we have no obligation to revise the report or the analysis of prospective conditions subsequent to the submission of our findings. Our study and report are based on assumptions and estimates that are subject to uncertainty and variation. All information provided by others has been accepted without audit or verification and is assumed to be correct. In addition, we have made assumptions as to the future behaviour of consumers and the general economy, which are uncertain. STATEMENT OF LIMITING CONDITIONS This report is confidential to the party to whom it is addressed for the specific purpose to which it refers. No responsibility is accepted to any third party and neither the whole of the report nor any part or reference thereto may be published in any document, statement or circular or in any communication with third parties without our prior written approval of the form and context in which it will appear. The information contained in the report has been prepared in good faith and with due care by Horwath HTL. We have been provided with information by various third parties whom we have relied upon. Whilst due care has been undertaken in the application of the information, its accuracy cannot be verified by Horwath HTL. 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Market Research and Development of a Tourism Product and Market Strategy for the South of Albania and 4 Selected Municipalities LIST OF ABBREVIATIONS °C Degree Celsius AADF Albanian American Development Foundation ADF Albanian Development Fund ADR Average daily rate ADRION The Interreg V-B Adriatic-Ionian programme ALS Average length of stay Apr April ATM Automated teller machine ATP Association of Tennis Professionals Aug August B&B Bed and breakfast CHERPLAN Environmental Planning Model for Cultural Heritage Sites in South-Eastern Europe Dec December DMC Destination Management Company DMO Destination Management Organization e.g. Example given EBRD European Bank for Reconstruction and Development etc. Et cetera EU European Union EUR European Union monetary unit F&B Food and beverage FAM trips Free (low cost) trip for travel agents or consultants Feb February GDP Gross domestic product GDP per Gross domestic product per person capita GiZ German Society for International Cooperation i.e. Id est INSTAT Institute of Statistics – statistical agency of Albania IMF International Monetary Fund Jan January Jun June Jul July Km Kilometre Km2 Square kilometre m2 Square metre m Metre MICE Meetings, Incentives, Conferences and Exhibitions mm Millimetre MTB Mountain bike Mar March NGO Non-governmental organization Nov November NP National Park Oct October PIUTD Project for Integrated Urban and Tourism Development QR code Quick response code SEM Search engine marketing Market Research and Development of a Tourism Product and Market Strategy for the South of Albania and 4 Selected Municipalities SEO Search engine optimization Sep September St. Saint SWOT Strengths, Weaknesses, Opportunities and Threats UK United Kingdom UNDP United Nations Development Programme UNESCO United Nations Educational, Scientific and Cultural Organization UNWTO United Nations World Tourism Organization USA United States of America USP Unique selling proposition WB World Bank WTTC World Travel & Tourism Council Market Research and Development of a Tourism Product and Market Strategy for the South of Albania and 4 Selected Municipalities CONTENT 1. TASKS AND PROCEDURES ................................................................................................................. 16 1.1. Tasks .............................................................................................................................................. 16 1.2. Procedures .................................................................................................................................... 16 2. INTERNAL AND TOURISM MARKET ANALYSIS ............................................................................... 19 2.1. Berat .............................................................................................................................................. 19 General overview of the destination ..................................................................................................... 19 Tourism supply ...................................................................................................................................... 20 Tourism demand ................................................................................................................................... 22 2.2. Permet ........................................................................................................................................... 25 General overview of the destination ..................................................................................................... 25 Tourism supply ...................................................................................................................................... 27 Tourism demand ................................................................................................................................... 28 2.3. Gjirokastra ..................................................................................................................................... 29 General overview of the destination ..................................................................................................... 29 Tourism supply ...................................................................................................................................... 31 Tourism demand ................................................................................................................................... 32 2.4. Saranda .......................................................................................................................................... 34 General overview of the destination ..................................................................................................... 34 Tourism supply ...................................................................................................................................... 36 Tourism demand ................................................................................................................................... 37 2.5. Analysis of primary research among foreign outbound tour operators ........................................ 40 2.6. Strategic takeaways for South Albania ........................................................................................... 41 3. VALUE CHAIN ANALYSIS .................................................................................................................... 45 3.1. Berat .............................................................................................................................................. 46 Value chain overview ............................................................................................................................. 46 3.2. Permet ........................................................................................................................................... 50 Value chain overview ............................................................................................................................. 50 3.3. Gjirokastra ..................................................................................................................................... 54 Value chain overview ............................................................................................................................. 54 3.4. Saranda .......................................................................................................................................... 58 Value chain overview ............................................................................................................................. 58 3.5. Conclusion with reference to South Albania ................................................................................. 61 4. STAKEHOLDERS’ MAPPING ............................................................................................................... 64 Market Research and Development of a Tourism Product