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FONDI SHQIPTAR I ZHVILLIMITALBANIAN DEVELOPMENT FUNDK
PLANI I ZHVILLIMIT PLANI I ZHVILLIMIT TE TURIZMITTE TURIZMIT
PLANI I ZHVILLIMIT TE TURIZMIT
FONDI SHQIPTAR I ZHVILLIMITALBANIAN DEVELOPMENT FUNDwww.albaniandf.org
Ky publikim është realizuar në kuadër të projektit “Punët në komunitet III”, fi nancuar nga Banka e Këshillit të Evropës (CEB)
Ky“““PuBBBa
Grant nga Norway Trust Fund
EUROPARTNERS DEVELOPMENT
KRYEVIDHKOMUNA
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Ky plan zhvillimi i turizmit per komunen Kryevidh u hartua ne kuader te projektit“Punet me Komunitetin III”, financuar nga Banka per Zhvillim e Keshillit te Europes(CEB) dhe zbatuar nga Fondi Shqiptar i Zhvillimit. Strategjia eshte pergatitur ngaEuropartner Development, agjensia e kontraktuar per pergatitjen e ketij Plani Zhvillimite Turizmit nga Fondi Shqiptar i Zhvillimit.
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TTTTTabela e Përmbajtjesabela e Përmbajtjesabela e Përmbajtjesabela e Përmbajtjesabela e Përmbajtjes
1. HYRJA ..................................................................................................... 5Hyrje mbi Projektin ............................................................................. 5Qellimi dhe Objektivat e Projektit ........................................................ 6Zona e Studiuar ................................................................................. 7
2. PROÇESI I PLANIFIKIMIT, METODOLOGJIA DHE MJETET ..................... 9Permbajtja e raportit ......................................................................... 10
3. STRATEGJITE E ZHVILLIMIT TE TURIZMIT ................................................ 11Vleresimi i raporteve mbi zhvillimin turistik ne Bregdetin Adriatik ......... 11 Profili i Komunes .............................................................................. 13
4. TURIZMI NE KOMUNEN KRYEVIDH ....................................................... 20Zhvillimi aktual i turizmit ..................................................................... 20
5. PRODUKTI TURISTIK NE KOMUNEN KRYEVIDH ..................................... 25Joshjet dhe Atraksionet ...................................................................... 25Vezhgim mbi turizmin nderkombetar .................................................. 26Perspektiva turistike per Komunen Kryevidh ........................................ 30Çeshtje Strategjike ............................................................................. 31
6. QELLIMET, VIZIONI DHE STRATEGJIA .................................................... 34Qellimet e Zhvillimit te turizmit ............................................................ 34Vizioni mbi Turizmin ............................................................................ 34 Principet Udheheqese ........................................................................ 35 Implikimet Strategjike te Qellimeve dhe Vizionit .................................. 36
7. STRATEGJIA E TREGUT “NJE FOKUS ME I MIRE” ................................... 39Objektivat e Tregut .............................................................................. 39 Pozicionimi i Tregut ............................................................................ 40 Segmentimi i Tregut ........................................................................... 40
8. STRATEGJIA E ZHVILLIMIT TE PRODUKTIT ............................................... 43 Atraksionet ........................................................................................ 43 “Atraksionet e forta” .......................................................................... 45 “Atraksionet e buta” .......................................................................... 48
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9. SIGURIMI I CILESISE .............................................................................. 54Mjedisi Fizik – Kujdesi dhe Ruajtja ...................................................... 54Perdorimi i Tokes dhe Planifikimi ......................................................... 54Vleresimi mbi Kapacitetet Mbajtese. .................................................... 55Projektet Pilot dhe Eksperiencat .......................................................... 56Zhvillimi i Burimeve Njerezore. ............................................................ 60
10. MENAXHIMI DHE ORGANIZIMI .......................................................... 61Menaxhimi ......................................................................................... 61Menaxhimi i Tranzicionit ..................................................................... 62Struktura Organizative. ...................................................................... 63Mbi Zhvillimin e Bregdetit ne zonen e Komunes Kryevidh .................... 65
11. PERMBLEDHJE E PLANIT TE VEPRIMIT ................................................. 67
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1. HYRJE1. HYRJE1. HYRJE1. HYRJE1. HYRJE
1.1. Hyrje mbi projektin.
Fondi Shqiptar i Zhvillimit (FSHZH) ka mandatuar kompanine EuroPartners Development tepergatise Planin e Zhvillimit te Turizmit per Komunen Kryevidh. Pergatitja e studimit umundesua nga Projekti “Pune me Komunitetin III”, me financim nga Banka e Zhvillimit teKeshillit te Europes. Qellimi i studimit eshte te asistoje drejtuesit e komunes ne projektimin enje plani zhvillues i cili do te udheheqe zhvillimin e turizmit per vitet 2009-2014. Strategjiado te ndertohet per te asistuar ne sensibilizimin e potencialeve te konsiderueshme perzhvillimin e turizmit duke ofruar nje baze per inkurajimin e investimeve te sektorit publik dheprivat permes promovimit te qendrueshem te zhvillimit bregdetar ne partneritet mepopullsine lokale, autoritetet dhe biznesin.
Siperfaqja bregdetare e Komunes se Kryevidhit (e njohur gjithashtu si ekosistemi i Spilles)eshte akoma nje nga asetet me te çmueshme te Detit Adriatik, si nga pikpamja e zhvillimitashtu edhe nga ajo e mjedisit. Duke qene se mbipopullimi dhe ndotja jane te perqendruarane zonat e aferta te Golemit dhe Durresit, ka pak siperfaqe bregdetare te virgjera pergjategjithe Detit Adriatik ne kete zone. Per rrjedhoje, planifikimi i zhvillimit integrues perben çelesine zhvillimit te qendrueshem ne sektoret e turizmit dhe agrikultures, dy shtyllat kryesore nezhvillimin e Komunes se Kryevidhit.
Konteksti i brishte social dhe ekonomik ne ekosistemin bregdetar te Spilles si dhe zhvillimikaotik ne zonat fqinje tregojne domosdoshmerine qe situata prezente te vleresohet mekujdes dhe te angazhohen autoritetet e administrates publike dhe komunitetet lokale ne njeperpjekje te ndergjegjshme per nje planifikim strategjik te turizmit i cili merr parasysh efektete meposhtme:
· Impaktet socio-ekonomike dhe mjedisore te zhvillimeve aktuale;· Balancimin e kerkesave te zhvillimit per te parandaluar shkaterrimin e resurseve turistike dhe potencialeve per zhvillim ne te ardhmen;· Zbatimi efektiv ligjor per perdorimin e tokes dhe rregullave te ndertimit; dhe· Nevoja per mbrojtjen e resurseve bregdetare te komunes, kritike kjo ne mbeshtetjen e zhvillimit te qendrueshem turistik.
Komuna e Kryevidhit e gjen veten ne nje situate te privilegjuar mbasi ka nje nga bregdetetme te bukura dhe me te pazhvilluara te Detit Adriatik. Kombinuar me zhvillimin e turizmit,kjo zone duhet te perfitoje nga eksperiencat e keqija ne rajon dhe nga principet e shendoshate zhvillimit. Se bashku me mjetet metodologjike qe pershkruhen me poshte, materializimi i
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principeve te forta strategjike ne masa praktike dhe te pranueshme nga komuniteti,perfaqeson nje vlere shtese per planin e zhvillimit qe i propozohet komunes.
Pergatitja e studimit do aftesoje perfaqesuesit e Komunes se Kryevidhit te reagojne mbipotencialin turistik dhe te jene aktiv ne drejtimin e zhvillimeve, ne partneritet me investitore tesektorit privat. Ky studim duhet gjithashtu te ndihmoje agjencite e fondeve shqiptare dheinternacionale t’i japin prioritet investimeve te tyre ne drejtim te zhvillimit te infrastruktures perrajonin ne fjale. Plani strategjik i prodhuar nuk duhet te kufizoj asesi autoritetet e komunes,por te krijoje nje fleksibilitet veprimi ne varesi te ndryshimit te rrethanave.
1.2. Qellimi dhe objektivat e projektit
Objektivi i pergjithshem i projektit eshte te pergatise nje plan strategjik per zhvillimin eturizmit ne Komunen e Kryevidhit. Produkti i projektit do te jete pregatitja e nje plani tezhvillimit turistik i cili do te fokusohet ne:Profilin socio-ekonomik te komunes (pershkrimi i tipareve te pergjithshme te zonen nenstudim, si per shembull te dhenat demografike te popullates, te dhenat e ekonomise lokale,gjendjen e mjedisit dhe e aktiviteteve te biznesit si dhe te dhena te tjera).
Potencialet turistike, duke i vene theksin veçantive qe ofron mjedisi dhe cilesive te tij neresurset natyrale dhe trashgimise kulturore.
Pershkrimin e tipit te turizmit ekzistues duke shpjeguar se cili tip turizmi aplikohet ne zonedhe te tjera te dhena ekzistuese relevante.
Analizen e situates: Bazuar mbi te dhenat e mbledhura, nje Analize SEOT lidhur mezhvillimin e turizmit do te drejtohet ne bashkepunim te ngushte me autoritetet lokale,perfaqesues te komunitetit dhe te biznesit.
Planin strategjik te zhvillimit turistik i cili do te adresoje zhvillimin e metejshem te turizmit nezonen bregdetare te Kryevidhit duke perfshire ketu mundesite turistike qe do te zhvillohen,perfshirjen e grupeve lokale, perfitimet ekonomike, produktet e reja turistike te cilat duhet/dhe mund te zhvillohen, etj.
Planet e veprimit dhe aktoret kryesore qe do perfshihen, kohezgjatja dhe kostoja per secilinprej tyre.
Te gjitha planet e mesiperme do te detajohen ne bashkepunim te ngushte me grupet lokaledhe me perfaqesuesit e komunes.
Kohezgjatja per Planin e Zhvillimit Turistik te Komunes Kryevidh eshte 5 vjet dhe do startojene kohen e miratimit nga autoritetet e komunes.
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1.3. Zona e studimit
Pregatitja e planit do te mbuloje ekosistemin bregdetar te Spilles, te shtrire midis formacionitshkembor te Bardhorit dhe gruke derdhjes se lumit Shkumbin. Kjo zone eshte e gjate 8 kmdhe shoqerohet nga nje rrip shume i dendur pishash dhe formacionesh dunash prej rere.
Percaktimi i objektit te studimit eshte nje detyre e rendesishme e cila perfshin zgjedhjen e njezone te mjaftueshme per te perballur te gjitha çeshtjet dhe aktivitetet qe kane nje impakt terendesishem ne zhvillimin e turizmit, por qe jane edhe te nje madhesie te pranueshme pert’u analizuar me detaje te mjaftueshme.
Harta Nr. 1 Zona Studimore
Legjenda: Plazhi Zone per zhvillim turistik Pyll natyral X Monument kulture
Fshati Spille Dunat Bunkere Laguna Zone agrikulture
Plazh rere dhe guricash Keneta Pyll pishash Zbavitje dhe Ekoturizem
X
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Ne fillim te detyres, u be nje vezhgim i shpejte i zones me qellim analizimin e:
· Tipareve fiziografike te fshatrave bregdetare qe do te perfshihen ne planinzhvillues;
· Bashkeveprimeve ekonomike/mjedisore, te rendesishme per jetesen epopullates bregdetare;
Duke marre parasysh vendet me potencialet me te konsiderueshme turistike dhekohezgjatjen pese vjeçare te planit, konsulentet sugjerojne qe zona e studimit te perfshije:
· Vijen bregdetare te Spillese me fokusim te veçante mbi plazhin e Spillese, icili eshte 8 km i gjate dhe perafersisht 30-40 m i gjere siç tregohet edhe neHarten N. 1.
· Rripin shoqerues te pishave, i cili eshte pjesa me e rendesishme eekosistemit.
· Keshjellen e Bashtoves, e cila perfaqeson nje vend magnetik te trashegimisekulturore qe mund te perdoret me sukses per qellime turistike.
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2. PROÇESI I PLANIFIKIMIT2. PROÇESI I PLANIFIKIMIT2. PROÇESI I PLANIFIKIMIT2. PROÇESI I PLANIFIKIMIT2. PROÇESI I PLANIFIKIMIT DHE MET DHE MET DHE MET DHE MET DHE METODOLODOLODOLODOLODOLOGJIAOGJIAOGJIAOGJIAOGJIA
EuroPartners Development mori persiper pergatitjen e planit te zhvillimit turistik per komunenduke bere:
· Nje njohje te detajuar fillestare te detyres se studimit nga perfaqesuesit eFSHZH-se;
· Kerkim te detajuar nga keshilluesit me qellim rishikimin e dokumentaverelevant, te dhenave dhe materialeve te publikuara;
· Nje kqyrje fillestare ne terren dhe nje survejim i detajuar te terrenit ne menyreqe te evidentohen potencialet e zhvillimit turistik;
· Takime me autoritete lokale si Kryetari i Komunes, Zv. kryetari, pergjegjesi iZyres se Urbanistikes, kryetari i Keshillit te Komunes, dhe gjithashtuperfaqesues nga Ministria e Turizmit, Kultures dhe Sporteve, Ministria ePuneve Publike dhe Planifikimit Territorial, etj;
· Konsultime u mbajten gjithashtu me nje perfaqesi te gjere aktoresh, perfshireperfaqesues te komunitetit, te OJF-ve dhe operatoret e biznesit turistik.
Qellimi i ketyre takimeve dhe konsultimeve kishte per baze mbledhjen e informacionit sa mete detajuar rreth profilit socio-ekonomik te komunes, sektoreve me potencial ekonomik,zhvillimeve aktuale turistike, planit urban, kerkesave te infrastruktures, etj.Plus ketij informacioni, nje vleresim i ambientit te brendshem dhe te jashtem qe ndikon nezhvillimin e turizmit permes mbledhjes se mendimeve nga faktoret e brendshem dhe tejashtem te Komunes Kryevidh qe kane te bejne me te ardhmen e zhvillimit. Konturiorganizues per udheheqjen e nje vleresimi te tille ishte Analiza SEOT.
Konsulenti, i mbeshtetur nga perfaqesuesit e FSHZH-se, kreu nje vleresim te shpejte te zonennen studim me qellim qe te:
· hetoje, identifikoje dhe vleresoj aktivitetet turistike ne zone;· rekomandoje motodologjine dhe mjetet per pergatitjen e studimit.
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Nga vleresimi, u vune re keto probleme:
· Mungese infrastrukture dhe standarte te varfera sanitare. Rruget kryesoreqe lidhin komunen me rrugen nacionale jane ne kushte shume te keqija dhejo te pershtatshme per qellime turistike.
· Mungese planifikimi urban dhe zona funksionale.· Toke e ruajtur relativisht mire, resurse natyrore dhe pamje te çmuara
pergjate zones bregdetare te Spillese dhe fshatit Greth.
2.1 Permbajtja e Raportit
Raporti fillon me nje vleresim te strategjive te zhvillimit turistik te pergatitur gjate dhjete vitevete fundit per zhvillimin e turizmit ne Shqiperi brenda konteksit nacional.
Kapitulli 4 prezanton nje shqyrtim te performances se turizmit ne Komunen e Kryevidhit nevitet e fundit.
Kapitulli 5 vlereson produktin aktual turistik- atraktivitetin e tij, konkurencen, pikat e fortadhe te dobeta.
Kapitulli 6 parashtron nje vision per turizmin ne zonen e Kryevidhit pergjate kater viteve teardhshme. Rekomandon strategjite thelbesore per t’u ndjekut ne menyre qe te arrihenpotencialet e sektorit.
Kapitulli 7 deri ne 10 parashtrojne rekomandimet per implementimin e strategjive temarketingut, zhvullimit te produktit, mjedisit, resurseve humane dhe organizimit per teaftesuar industrine ne arritjen e potencialit.
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3. STRA3. STRA3. STRA3. STRA3. STRATEGJITE E ZHVILLIMITTEGJITE E ZHVILLIMITTEGJITE E ZHVILLIMITTEGJITE E ZHVILLIMITTEGJITE E ZHVILLIMIT TE TURIZMIT TE TURIZMIT TE TURIZMIT TE TURIZMIT TE TURIZMIT
3.1 Vleresimi i Raporteve mbi zhvillimin e turizmit ne bregdetin Adriatik
Si pjese e analizes te pergjithshme te ketij kapitulli, kater raporte zhvillimi turistik u analizuan.Nje permbledhje e shkurter e tyre paraqitet me poshte:
3.1.1. Strategjia e Zhvillimit te Turizmit ne Shqiperi per vitet 2002-2012
Ky studim i pergatitur nga Ministria e Rregullimit te Territorit dhe Turizmit me mbeshtetjenteknike dhe financiare te GTZ, perfaqeson nje master plan te pergjithshem per zhvillimin eturizmit ne Shqiperi. Strategjia kishte per qellim:
· Te ndertonte 50 hotele dhe te krijonte 10000 shtreter te rinj turistik mbibregdetin Adriatik deri ne fund te 2012-tes.
· Te rriste “dhomat private” me 34%, hotelet me 1 dhe 2 yje me 15%, ato me3 yje 25%, 4 yje 20 % dhe hotelet me 5 yje me 6 %.
· Te rriste prurjen e turizmit te huaj ne kohe afatgjate me 50 % per shfrytezimine diellit dhe te reres, 25% per biznes dhe 25% per turizem konvencional.
· 40 % e te huajve do te jene nga vendet e Evropes Perendimore, kryesisht ngaGjermania, Britania, dhe Skandinavia, 30 % nga vendet e Evropes Jugore(Greqia, Maqedonia, Kosova) dhe 20 % nga Polonia dhe Rusia.Orientimet kryesore strategjike lidhen me:
· Konkurentet, Kroacia, Mali i Zi, Bullgaria, Greqia, Qipro dhe Turqia.· Fokusi nderkombetar eshte te kapitalizoje mbi “niche market” me fokus tek
turizmi i plazhit me diell dhe rere ne kohe afatgjate.· Familjet e orientuar drejt çmimit nga 28 deri ne 45 vjeç me femije dhe çifte te
reja.· Pozicionimi: “Shqiperia njihet si nje destinacion i ri interesant turistik ne Detin
Mesdhe me vlere persa i perket çmimeve qe ofron”
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Me specifikisht, ne lidhje me zhvillimin e turizmit rajonal dhe akomodimit per turizmin eplazhit dhe te diellit, per zonen e Spillese eshte planifikuar ndertimi i hoteleve te plazhit, nekategorine me tre dhe kater yje me nje hapesire te gjere midis tyre.
3.1.2. Strategjia Sektoriale e Turizmit per vitet 2007-2013
Ky dokument u pergatit ne perputhje me objektivat e Qeverise Shqiptare per koordinimin estrategjive te sektoreve te ndryshme te ekonomise. Ka gjithashtu per qellim te permirsojerezultatin e strategjise se siperpermendur dhe koordinimin e saj me Strategjine dhe Planin eVeprimit per zhvillimin e Turizmit Natyror dhe Mjedisor, te pergatitur nga UNDP.
Nje nga objektivat kryesore te kesaj strategjie eshte te arrije nje ekuiliber gjeografik neshperndarjen e aktiviteteve turistike ne te gjithe Shqiperine. Ne lidhje me zhvillimin e turizmitpergjate Detit Adriatik, strategjia tregon qe zhvillimi duhet te kontrollohet rreptesisht, neperputhje me platformen legale ekzistuese. Meqenese terreni eshte i sheshte rekomandohetndertimi i risorteve te vogla hotelesh dhe fshatrat turistik do te nderthuren me mjedisinrrethues. Tipe te tjera zhvillimi mund te jene ndertimet e vendeve te kampimit dhe karavanetse bashku me aktivitetet ujore. Strategjia thekson nevojen e balancimit te turizmit lokal meate nderkombetar dhe kerkon ruajtjen e stilit arkitektonik lokal duke perdorur materiale tevendit. Kapacitetet mbajtese te sugjestionuara per zonen e Bregdetit Adriatik jane 100turiste/ha.
3.1.3 Plani Menaxhues i Zones Bregdetare – Rajoni Durres – Vlore
Ky raport mbulon pjesen qendrore te bregdetit Shqiptar i cili shtrihet midis lumit Ishem dheLagunes se Orikumit. Te gjitha propozimet e planit u vleresuan permes kritereve temeposhtme:
· Mbrojtja e Mjedisit dhe e Biodiversitetit· Turizmi, Konservimi dhe Trashegimia Kulturore· Ndertimi i Kapaciteteve Institucionale
Raporti e klasifikon Plazhin e Spillese si nje nga me atraktivet e bregdetit Shqiptar perzhvillimin e kapaciteteve te akomodimit turistik te tipit te perqendruar (Tipi A). Perfshinstabilizimet turistike, hotelet dhe paisjet e sherbimeve dhe te sporteve. Kjo zone pritet tezhvillohet nga investitore te medhenj te huaj, te cilet do te financojne establishmentetturistike te paijsura keto me infrastrukturen e nevojshme.
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3.1.4. Zhvillimi Potencial i Turizmit ne Shqiperi: Aspekte Mjedisore dhe Institucionale
Ky studim analizon tipet e mundshme te zhvillimit turistik dhe masat specifike te mbrojtjes pervendet pergjate Detit Adriatik dhe atij te Jonit. Persa i perket zones se Spillese, studiminenvizon asetet natyrore dhe kulturore dhe keshillon mos lejimin e asnje infrastruktureturistike ne kete zone.
3.2. Profili i Komunes
3.2.1. Klima
Ne pergjithesi, klima e Shqiperise eshte mesdhetare me disa nentipe rajonale (ultesira, kodrate vogla dhe male te larta). Nga ana klimaterike, rajoni i Kryevidhit i perket ultesirave teShqiperise Perendimore, apo Ultesires Bregdetare. Shirat vjetore mesatare ne rajon arrinnivelet nga 950 deri ne 1,200 mm. Numri i diteve me shira me shume se 1 mm varion nga85 deri ne 100 dite. Muaji me i lagesht eshte Nentori (160 mm), ndersa muajt me te thatejane Korriku dhe Gushti (40-42 mm). Bora eshte nje fenomen i rralle. Perrenjte jane teshkurter dhe shpesh te perkoshem. Derdhja e tyre eshte 15-20 l/sek.Nje pjese e tyre thahenpergjate veres. Banoret e zones i perdorin ato, megjithese nuk i plotesojne ne menyre tekenaqshme nevojat e tyre. Shume nga banoret per kete arsye kane hapur puse aferrezidencave te tyre, thellesia e te cileve eshte 6-10m. Te dhenat mujore dhe vjetore flasin pernje numer te konsiderueshem oresh te diteve me diell te panderprere ne kete zone, qefurnizon gjithe vitin me 2,092 keh per nje meter katror.
Temperatura mesatare vjetore varion midis 15.5 dhe 16ÚC, minimumi i temperaturesabsolute varion midis -2 dhe -5ÚC vetem per 15-30 dite ne vit. Temperatura mesatare edimrit eshte 9.1ÚC, kurse ajo e veres eshte 23ÚC. Ne saje te influences se detit, dimrat janete lagesht dhe te ngrohte. Veç kesaj, konformiteti i regjimit termal eshte rezultati ivariacioneve te vogla. Ato krijojne kushte te mira per vegjetacionin higrofil dhe larjes neplazhe ne periudhen Maj-Tetor. Periudha vegjetative fillon ditet e para te Marsit dhe zgjat derine ditet e para te Dhjetorit. Kjo gje lehteson rritjen e nje numri te madh te prodhimevebujqesore te ndryshme.
Nuk ekziston ndonje ere e veçante qe rreh fshatrat bregdetare te komunes. Ne dimer, erame frekuente fryn nga juglindja, kurse ne sezonin veror, era me e shpeshte fryn nga drejtimiveri-perendimor. Shpejtesia e eres ne dimer varion midis 1.6 dhe 5.7 m/s, muaji me meshume ere eshte Shkurti.
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3.2.2. Gjeomorfologjia bregdetare
Segmenti nga Kepi i Lagjit deri ne Divjake, brenda te cilit eshte shtrire zona e projektit,perfaqeson pjesen me dinamike te Bregdetit Adriatik. Kjo pjese eshte rezultat i transportitsedimentues ne te shkuaren dhe ne te tashmen nga lumi Shkumbin, ekspansionit te ultesiresbregdetare drejt detit dhe krijimit te plazheve lymore. Pjeset me dinamike jane sektoret eshtrire ne gojen e lumit ku zonat e erozionit dhe depozitimit jane rrjedhoja e ndryshimit tegojes se lumit. Ne disa zona po formohen laguna te reja, p.sh. Laguna e Kularit ne jug tederdhjes se Shkumbinit, ndersa disa sektore preken nga proçesi i forte i erozionit
Nje pjese e Lagji Peninsules eshte nder te vetmit vend me formacion shkembor ne vijenbregdetare Durres-Vlore ku nje recension i lehte eshte ne proçes.
3.2.3. Tokat dhe Bimesia
Faktoret gjeologjik, klimaterik dhe bimesia kane percaktuar tipin e tokes ne ekosistemin eSpillese. Impakti human permes bonifikimit ka influencuar gjithashtu ne kete drejtim. Tokat ekafta te hirta lokalizohen ne zonen kodrinore. Kane profil te plote dhe jane te pershtatshmeper kultivimin e frutave, perimeve, ullirit dhe vreshtave. Tokat e kafta te hirta te kullotavelokalizohen ne fushat e Spillese dhe Rreth Grethit. Kane profil te plote dhe trashesi te tokesse zeze. Ujerat nentokesore jane te ceketa, keshtu qe kerkojne sistem kanalesh kullues.
Tokat lumore lokalizohen pergjate derdhjes se lumit Shkumbin. Ato kane profil te vogel, janete varfera ne token e zeze dhe kane nevoje per sistemim dhe fertilizues per t’u perdorur perzhvillim agrikulture. Moçalet lokalizohen afer plazhit te Spillese. Nje pjese e tyre janebonifikuar. Ato kane bimesi te dendur higrofile. Ne afersi te bregdetit te ulet ekzistojne tokat ekripes, te cilat kane 0.2-1 % kripe.
Ekosistemi bregdetar i zones ka nje shumellojshmeri te pasur te boteve te egra (flora dhefauna). Ekzistojne shume biotipe si: shkurre mesdhetare, bimesi higrofile, bimesi bari mbirere, etj. Me te perhapurat jane keto lloje shkurresh: arbutus unedo, erica aborea, pistacialentiscus, myrtus communis, spantious janceum. Ekzistojne gjithashtu peme te larta si:fraxinus, quercul ilex, quercus laguinosa, etj. Pyjet e dikurshem jane shkaterruar plotesisht.Ka disa peme pergjate anes se majte te lumit ku me e perhapura eshte marina maritime.
Fauna eshte gjithashtu e pasur ne kete zone, megjithese e keqtrajtuar gjate 20 viteve tefundit. Specia me e rendesishme eshte Pelicanus cryptious, i cili gjate dites vjen ne kerkim teushqimit nga Laguna e Karavastase deri ne derdhje te Shkumbinit. Specie te tjera perfshijnetipe te ndryshem reptilesh, breshkash, zvarranikesh, etj. Shume e pasur eshte gjithashtu botae shpendeve, per t’u permendur jane: thellezat, laraskat , kukuvajkat e pyllit, qokthat, etj.
Megjithate, si rrjedhoje e rritjes se popullates, ndertimit te bunkereve ushtarak dhe rritja etokes se punuar, biodiversiteti i zones ka pesuar humbje. Disa tipe bimesh rrezikojnezhdukjen. Fauna ne zone eshte gjithashtu nen trysnin e demtimeve te renda. Ka pesuarhumbje si pasoje e demtimit te tokave, rritjes se tokes qe punohet, duke perdorur ketu
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pesticide dhe duke kryer gjueti te jashte ligjshme. Nga speciet me te rrezikuara jane: Melesmeles, Lutra lutra, Mustela Nivalis, Lepus europaeous, Sciurus vulgaris, erinaceus europeus,etc.
3.2.4. Struktura dhe dinamika e shtimit te popullsise
Territori administrativ i Komunes Kryevidh shtrihet ne pjesen e siperme te derdhjes seShkumbinit dhe ze nje siperfaqe te pergjithshme rreth 60 km2. Brenda ketij territori,ushtrojne aktivitetin e tyre 10 fshatra, me nje distance mesatare 2.4 km nga njeri-tjetri.Lartesia mesatare nga niveli i detit varion nga 5 m per fshatrat e Spillese dhe Rreth-Grethit,deri ne 10-40 m per Ballaj dhe deri ne 100 m per fshatrat e Kryevidhit, Stebegut, Spaneshitdhe Domenit. Largesia e ketyre fshatrave nga vija detare varion nga 800 m (Spilleja) deri ne1300 m (Spaneshi) dhe deri ne 6500 m (Kryevidhi).
Ne nentor 2008, popullata qe jetonte ne kete zone numeronte 8702 banues, prej te cileve4463 ishin meshkuj dhe 4239 femra. Dendesia mesatare e banoreve numeron 144persona/ha. Kjo popullate kryesisht perbehet nga autokton, me shume pak njerez qe vijnenga zonat kodrinore dhe malore. Ritmi i rritjes mesatare te popullates ne komune ne vitet1989-2008 ka qene rreth 1.003 duke demostruar keshtu influksin mekanik te banuesve nezona te tjera dhe jashte vendit.
Kjo popullate eshte e shperndare ne 2233 familje, duke pasur nje mesatare 3.89 banuesper familje. Mbas vitit 1990, ritmi i rritjes natyrore mesatare ka qene rreth 91 persona nevit. Persa i perket prurjes se migracionit, mesatarja e personave qe vijne llogaritet te jete rreth396 ne vit, kurse ajo e atyre qe largohen ehste 340.
Karakteristika kryesore aktuale e demografise se komunes eshte popullata ne moshe te re sirezultat i fertilitetit dhe ritmeve natyrore te rritjes. Rritja natyrore e kufizuar dhe ne reniekompensohet nga prurjet e imigracionit qe leviz drejt zonave bregdetare nga pjese te tjera tevendit.Ne total, dinamikat e popullates se komunes per 30 vitet e fundit paraqiten ne tabelen emeposhtme:
Vitet 1960 1969 1979 1989 2008 Fshatrat M F M F M F M F M F Kryevidh 715 357 956 475 1315 642 1576 747 780 723 Ballaj 367 179 482 232 617 299 2518 1169 455 441 Rreth Greth 588 284 648 295 1216 582 1011 490 481 481 Patk-Milot 374 176 503 314 - - - - 218 202 Zhabjak 589 277 774 358 992 462 - - 718 689 Spanesh 181 93 244 123 281 144 833 392 330 288 Spille 449 226 589 295 393 187 878 427 413 397 Domen 332 149 404 200 889 429 619 303 262 243 Sterberg 516 237 680 317 1349 682 1167 591 516 497 Shardushk 234 121 316 160 - - - - 290 278 Komuna 4345 2099 5596 2669 7052 3427 8602 4119 4463 4239
Burimi: Arkivi Qendror Shqiptar: No. 495. Vitet 1945-1989
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Projeksionet e Shtimit te Popullates
Ndryshimet ne sistemin politik, perfundimi i privatizimit te tokes dhe ekonomise dhe zhvillimi ipritshem i aktivitetit te turizmit te lene pas dore, priten levizje me dinamike te popullsise ne teardhmen. Faktoret dhe proçeset e meposhtme kane te ngjare te prekin balancen epopullates se rajonit ne dhjete vitet e ardhshme:
a. Resurset natyrore te rralla dhe baza e dobet ekonomike te pjeseve kodrinore te rajonitmund te shkaktojne migracione te metejshme drejt zones bregdetare te rajonit;
b. Zhvillimi i turizmit, agrikultures dhe furnizimi me sherbime me te mira do te ofrojnemundesi me te mira per hapjen e vendeve te reja te punes duke terhequr keshtu popullatatnga zonat dhe rajonet perreth si dhe me tutje;
c. Integrimi potencial i Shqiperise ne familjen Europiane mund te ndikojne qe nje pjese eemigranteve ekonomik te kthehen me qellim hapjen e bizneseve ne vendin e tyre.
d. Ndersa popullata urbane do te vazhdoje te rritet, ritmi i rritjes natyrore do te pesoje njerenie te lehte.
Keto faktore “shtytes” dhe “terheqes” qe ndikojne ne levizjet e popullsise dhe ekuilibri i tyrene rajon priten te kene rrjedhojat e meposhtme:
• Marre ne teresi, popullsia e rajonit do rritet me nje ritem me te larte se ajo e rritjes natyrore si pasoje kjo e migracioneve nga zonat e brendshme te Shqiperise.
• Ne nje faze me te vonshme, vendbanime me te vogla pergjate zones bregdetare, dhe veçanerisht afer fshatrave te Spillese dhe Grethit, gjithashtu do te rriten.
Fuqia terheqese e Komunes Kryevidh eshte paksa e dobet ne kete moment, por pritet territet me zhvillimin e turizmit ne zonen e saj bregdetare. Pritet gjithashtu qe nje pjese epopullsise e cila migron nga pjesa spacioze e brendshme kodrinore e komunes dhe ngarajonet rurale te Lushnjes dhe te Fierit do te levizin ne qendra me atraktive kryesisht neDurres dhe ne Tirane.
3.2.5. Problemet Ekonomike
Agrikultura eshte aktiviteti ekonomik kryesor i komunes. Toka e punuar perben rreth 30% tesiperfaqes se zones ne total. Duhet pasur parasysh qe infrastruktura vaditese eshtepothuajse e tera e dale jashte funksionit. Aktualisht, megjithese rreth 90% e tokes peragrikulture eshte privatizuar, prodhimi eshte shume i ulet si pasoje e infrastruktures serrenuar dhe tendences se fermereve per te prodhuar per nevojat e tyre te mbijeteses. Gjateviteve 1990, rajoni kishte baza te forta ne pothuajse te gjitha nensektoret agrikulturor, si neproduktet bujqesore ashtu edhe ne gjene e gjalle.
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Peshkimi nuk ka qene nje faktor i rendesishem per Komunen Kryevidh, megjithese uji i kripuri lagunave ne rajonin e Durresit – Vlores eshte i favorshem per peshkimin cilesor te specieveqe jetojne ne to. Çmimi i peshkut te kapur eshte disi i larte ne tregun italian ku edhe shitetme se tepermi. Kjo tregon qe nese nuk vihet kontroll eficient te menyres dhe sasise sepeshkimit, sasia e peshkut ne teresi dhe riprodhimi i specieve te rralla ne veçanti do terrezikohet. Ekziston gjithashtu nje vend akuakulture per karkaleca (Peneus Japonica) brendaterritorit te komunes, pergjate rruges afer Spillese.
Aktivitetet e sherbimit perfaqesojne nje sektor te ri te aktiviteteve ekonomike dhe megjithesenje shenje e re rritje eshte tashme konstatuar, eksperienca akoma mungon. Dyqanet e vogla,baret e vogla dhe aktivitetet tregtare perthithin nje porcion te vogel te te papuneve.Permiresimi i rrjetit rrugor primar dhe sekondar, si dhe nje perdorim me intensiv i kapitalit teinfrastruktures do mundesoje zhvillimin e shume sherbimeve te lidhura me agrikulturen,turizmin dhe aktivitetet e transportit.Turizmi do te jete menyra me e lehte dhe me e shpejte e furnizimit me monedhe te huaj perplanet investuese te komunes. Megjithe resurset natyrore dhe kulturore te medha, ne teresi,te ruajtura dhe potencialisht beneficiale, ardhja e turisteve eshte e kufizuar nga mungesa eakomodimit te pershtatshem, mangesite ne infrastrukture si rrjedhoje dhe e mangesive nekapital. Ne kohet e fundit, plazhi i Spillese eshte shnderruar ne nje vend popullor per plazhdhe ekskursion, qe vizitohet me shume gjate fundjavave verore nga mijera njerez, kryesishtbanues te Kavajes, Elbasanit, Beratit dhe Durresit, qytete te cilat nuk jane me shume se 20-40 km nga kjo zone. Gjate dhjete viteve te fundit, disa establishmente turistike, si hotele tevogla, sherbime baresh dhe restorantesh jane ndertuar. Per shkak te vleres se veçantenatyrore dhe potencialeve mjedisore te kesaj zone, sherbime te tjera akomoduese turistikebrenda brezit te pishave nuk duhen lejuar te ndertohen.
3.2.6. Rritja ekonomike ne te ardhmen
Hapja e vendit me boten e jashtme ka krijuar avantazhe, si pozicioni gjeografik i favorshemne kontekstin europian dhe mesdhetar. Me resurset e saj natyrore te çmuara dhe resurset ekrijuara nga njeriu (bregdet i bukur, toke e pasur, rrjete transporti, trashegimi kulturore) kjozone eshte nga te parat per te perfituar nga levizja e lire e kapitalit, mallrave dhe vizitoreve.
Rajoni ne teresi posedon nje numer atributesh te cilat mund te stimulojne oportunitetezhvillimi bazuar ne avantazhet e zones krahasuar me pjesen tjeter te vendit. Ka disaavantazhe te dukshme te cilat duhet te luajne nje rol pozitiv ne te ardhmen:
1. Vendndodhja e rajonit midis korridorit kryesor te komunikimit i jep atij nje rol potencialekonomik ne stimulimin e zhvillimit te turizmit dhe agrikultures.2. Me rritjen e kerkeses, toka bujqesore e komunes mund te behet nje zone e rendesishme eprodukteve te cilesise se larte (perime dhe fruta) per proçesin ushqimor si dhe perkonsumimin e tyre nga nje numer ne rritje vizitoresh.3. Rajoni ka nje cilesi unike biodiversiteti e forcuar nga derdhja e afert e Shkumbinit,Lagunes se Karavastase, e cila eshte pjese e Konventes Ramsar, si dhe pylli bregdetar dhenje plazh i gjate, i pandotur, qe ofrojne kushte te shkelqyera per zbavitje, çlodhje, turizemfamiljar.
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Te gjitha keto avantazhe e dallojne Komunen e Kryevidhit si te afte per te mbeshtetur rritjenaktive te dy sektoreve me te rendesishem: turizmit dhe agrikultures. Zona megjithate kaprobleme mjedisore te rendesishme sikurse edhe shume implikime infrastrukturore,institucionale dhe socio-ekonomike te cilat duhen shqyrtuar perpara se mundesite te behenrealitet.
3.2.7. Sistemet e infrastruktures
Pajisja me sherbime te pershtatshme, te mjaftueshme, dhe te qendrueshme infrastruktureeshte nje nga komponentet themelor per çdo zhvillim socio-ekonomik. Kjo nevojshmeriparaprake duhet te shihet ne kontekstin e veçante te zones se Kryevidhit, e ardhmja e seciles eshte kryesisht e lidhur me zhvillimin e turizmit. Analiza e infrastruktures konsiderohet sikerkese e domosdoshme per kete zhvillim. Ka per qellim te jape pergjigje pyetjes se cilainfrastrukture nevojitet (ne afate te shkurtra, mesatare dhe te gjata) siç parashikohet ngaprespektiva e zhvillimit te turizmit. Komponenti infrastrukturor perfshin 5 sektoret kryesor temeposhtem:
1. Sektori i transportit,2. Sektori i ujit,3. Sektori i pastrimit,4. Elektriciteti dhe5. Telekomunikacionet
Kompomentet e siperpermendur prezantohen shkurtimisht ne Tabelen 1 te meposhtme:
TTTTTabela 1: abela 1: abela 1: abela 1: abela 1: Te dhenat kryesore lidhur me komponentet e infrastruktures
Sektori Nensektori Vleresimi Vleresimi i potencialeve
Perspektiva
Rruga Aksesi ne zone
Ne kushte te veshtira, por ne proçes rindertimi.
Projekti i lidhur direkt me zonen turistike
Portet Jo aksese ne zone
Ne portin egzistius te Durresit
Transporti
Airoporti Asnje aeroport civil dhe jo e nevojshme per zhvillimin turistik
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Uji Furnizimi me Uje
Nuk ka probleme me burimet, por me menaxhimet
I kenaqshem dhe mund te adoptohet per zhvillimin turistik dhe ate te pergjithshem socio-ekonomik
Prespektive per te adresuar çeshtje menaxhimi dhe organizime.
Uji i Ndotur Ndotja e gjere dhe e pergjithshme qe shkakton probleme mjedisore
Situata mund te keqesohet nga nje implementim i fshehte i njesive te trajtimit kolektiv
Sherbime te kontrolluara mire
Plehrat e vendit
Hedhje kryesisht e pakontrolluar
Edukimi dhe kontrolli
Plehrat e Ngurta
Vendi i hedhjes se plehrave
Pak kosha plehrash pergjate rruges pa degradim te madh te pamjes mjedisore
Ndertimi i tyre duhet te kryhet sebashku me vendet e tjera rajonale per shkarkim
Parandalim dhe nevoje per qasje te rregullt dhe te kontrolluar.
Elektriciteti
I mjaftueshem ne sasine dhe cilesine e shperndarjes i marre nga hidro-centrali i Fierit.
Mund te kete projektime afatgjate per implementim
Disa rreziqe per ndertimin dhe arritjen e projekteve.
Tokesore
Nuk ka akses ne zone.
Mundesi teknike per te rritur kapacitetet telekomunikuese ekzistojne nese kerkesa paraqitet.
Njehere qe te nise, proçesi i zhvillimit te infrastruktures telekomunikative do te shtrihet.
Telekomunikacionet
Celulare
Ka akses te te tre operatoret mobilar
Burimi: Vleresimi i Konsulenteve
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4. TURIZMI NE K4. TURIZMI NE K4. TURIZMI NE K4. TURIZMI NE K4. TURIZMI NE KOMUNEN KROMUNEN KROMUNEN KROMUNEN KROMUNEN KRYEVIDHYEVIDHYEVIDHYEVIDHYEVIDH
4.1 Zhvillimi aktual i turizmit
Turizmi ne Komunen e Kryevidhit eshte ne nje faze embrionike, por ka potencialet teplanifikohet dhe te formohet per te dhene nje produkt te forte per nevojat turistike ne teardhmen. Ekzistojne mundesi sinjifikative per zhvillimin e turizmit ne Kryevidh per shkak teresurseve te shkelqyera natyrore dhe kulturore. Ne veçanti zona mund te ndertohet mbibazen e panoramas bregdetare te pandotur, trashegimise kulturore dhe e banorevemikprites per te projektuar ne te ardhmen nje imazh kujdesi mjedisor, kulture, eksplorimidhe aventure si dhe nje imazh mikpritje te ngrohte.
4.1.1. Vizitoret me nete qendrimi dhe nje ditore
Fshati i Spillese eshte vendi me i rendesishem turistik i komunes. Pret rreth 95% te te gjithevizitoreve te komunes. Pergjate vitit 2008, sipas autoriteteve te komunes, Spilleja terhoqipothuajse 2,200-2,400 vizotor pushues, dhe mbi 50,000 vizitor ditor nga zonat e Kavajes,Elbasanit dhe Durresit.
Shifra absolute e llogaritur e vizitoreve qe kalojne naten ne kete zone eshte rritur ne menyrekonstante pergjate 4 viteve te fundit, dhe keshtu jane edhe fitimet nga turizmi pushues nevitet e fundit.
Perveç vizitoreve qe kalojne naten, gjate viteve te fundit, fshati i Spillese ka terhequr njenumer te konsiderueshem te vizitoreve ditor – si nga Shqiperia ashtu edhe nga Kosova dheMaqedonia. Gjiri i Spillese, se bashku me zona te tjera bregdetare kane pasur nje traditerelativisht te gjate si destinacione pushimi per qytetaret e Kavajes, Elbasanit dhe Beratit.Perveç kesaj, vendi i afert i trashegimise boterore, keshtjella e Bashtoves, dhe ajo e Turresmund te kontribojne ne atraksionin e vizitoreve vendas dhe te huaj ne kete zone per njevizite te shkurter.
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Numri i vizitoreve Kategoria e turisteve
Vendas Te huaj Totali
Perqindja
Ditor
40,000 10,000 50,000
95.4 %
Pushues
2,250 150 2,400
5.6 %
Totali
42,250 10,150 52,400
100.0 %
Burimi: Te dhenat e mbledhura nga Zyra e Taksave te Komunes Kryevidh
Numri me i madh i turisteve qe pushojne per nje kohe te caktuar perbehet nga grupefamiljare, nje pjese e madhe e te cilave vijne nga Elbasani, Kavaja dhe Berati.
Numri mesatar i diteve qe nje vizitor qendron ne Spille eshte 14 dite. Tabela e meposhtmetregon ne detaje kohezgjatjen e qendrimit ne dite te turisteve ne hotele apo establishmenteqe ofrojne fjetje dhe mengjesin (B&Bs).
TTTTTabela 3abela 3abela 3abela 3abela 3 – Kohezgjatja mesatare (ne dite)
TTTTTabela 2abela 2abela 2abela 2abela 2 – Numri i vizitoreve i grupuar sipas kategorive se turisteve.
Format e akomodimit Kategoria e turisteve
Hotele B&Bs Totali
Ditor
0 0 0
Pushues
14 14 28
Totali
14 14 28
Burimi: Te dhenat e mbledhura nga Zyra e Taksave te Komunes Kryevidh
Rendesia relative e turizmit ne kete zone, mund te shihet nga fakti se nga 61 biznese qejane funksionale ne zonen turistike te komunes, 51 varen nga turizmi. Keto biznese janete lidhura drejtperdrejt me turizmin - akomodimin, restorantet, dhe baret me 10 biznesete tjera ne sektorin ushqimor te cilat jane gjithashtu shume te varura nga kerkesatturistike.
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4.1.2. Profili dhe motivimi i vizitoreve
Karakteristikat kryesore te vizitoreve ne Komune
· Shumica e vizitoreve jane turiste vendas qe vijne nga qytetet e Kavajes,Elbasanit, Durresit dhe Tiranes;
· Nje frekuence e larte e vizitoreve te rregullt;· Pothuajse 95% e tyre udhetojne me makina, pjesa tjeter me mikrobuze te
sektorit publik ose privat;· Kohezgjatja mesatare e ndenjes ne Spille varion nga 10-14 nete;· Vizitore te huaj kryesisht vijne nga Kosova dhe Maqedonia ne formen e
turisteve ditor.
4.1.3. Profili i vizitoreve nje-ditore
Zona ka nje grup besnik vizitoresh frekuent dhe te vazhdueshem kryesisht nga Elbasani,Berati, Kavaja dhe Durresi. Perveç kasaj kategorie, zona terheq banore te Shqiperise etnikenga Kosova dhe Maqedonia dhe vetem pak te huaj perendimor, te cilet duke mos qendruarne kete zone, kalojne kohen e tyre ditore ne plazhe.
Karakteristikat e spikatura te ketij tregu ne Komunen Kryevidh perfshijne:
· Kryesisht aktivitetin e banjove te diellit dhe plazhit ne teresi. Frekuenca evizitave per interesa specifike si p.sh eksplorimi, peshkimi, lundrimi etj, eshtee ulet, perveç “notimit” i cili ndikon ne rreth 95% te tregut;
· Shumica vijne me makinat e tyre (95%) me autobuz / mikrobuz 5%respektivisht;
· Gati te gjithe vizitoret ditore kalojne 6 deri ne 12 ore ne zone.
4.1.4. Qellimi i vizites
Shumica e vizitoreve te zones jane me pushime. Megjithate, bie ne sy qe edhe vizitat tekfamiljaret apo te afermit luan nje rol domethenes ne percaktimin e tregut. Takimi me shokedhe te aferm ka nje influence themelore tek njerezit qe vijne ne Kryevidh, shume prej te cilevekombinojne pushimin me vizitat tek familjaret apo shoket e tyre.
Ne pergjithesi, dielli dhe deti eshte arsyeja kryesore per te vizituar Spillene, veçanerisht pervizitore vendas dhe te huaj. Trashegimia kulturore dhe natyrore, megjithese mjaft e forte,nuk perben ende nje ndikim relativisht te forte per vizitoret e huaj. Keto tipe atraksioneshperfaqesojne nje faktor te rendesishem ndikimi per segmente te vogla te tregut.
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4.1.5. Lloji i formes se akomodimit te perdorur
Te gjithe vizitoret qe kalojne naten ne Kryevidh perdorin hotele, shpi bujtese dhe B&Bs. Ketotipe sherbimesh turistike jane te perqendruara ne fshatin Spille dhe ne mjedisin rrethues.Sipas Zyres se Taksave te komunes, ne Spille operojne 26 hotele dhe 12 shpi bujtese dheB&Bs.
TTTTTable 4:able 4:able 4:able 4:able 4: Strukturat akomoduese ne komunen Kryevidh
Hotele
Shpi bujtese dhe B&Bs
Totali
Artikulli Nr. Nr. i
ShtreteveNr. Nr. i
Shtreteve Nr. i Shtreteve
Numri i shtreteve per turiste
26
1,500
12
700
2,200
Kapaciteti mesatar i akomodimit eshte 30 dhoma per hotel. Te gjitha hotelet jane te vogladhe i perkasin investitoreve shqiptar. Ato nuk kalojne nivelin cilesor te hotelit me 2 yje. Ketofakte nuk japin dot potencialin promovues ne tregun nderkombetar. Siç shihet nga tabela emesiperme, ne Spille ka 12 shpi bujtese qe numerojne 700 shtreter. Keto bujtina nuk janete liçensuara dhe ndertohen zakonisht si prona private duke ofruar praktika turistike tepranueshme. Por kerkesa eshte duke u rritur dukshem per keto tipe akomodimi. Pergjatesezonit veror keto hotele punesojne rreth 114 punetore kryesisht si kamariere, guzhinieredhe bariste.
Sektori i akomodimit ne Komunen Kryevidh karakterizohet si me poshte:
· Nje numer i vogel dhomash per njesi prone, hotelet kane ne pergjithesi mepak se 20-25 dhoma;
· Nje apo dy hotele jane cilesuar si 3* me te tjera te cilesuara me nga 2*ose 1*;
· Ka pasur pak zhvillime ne sektorin e hoteleve dhe bujtinave, shume pakprej te cilave ofrojne sherbime çlodhese brenda tyre;
· Nje perqendrim kapaciteti ne bregdet, sidomos pergjate plazhit te Spillese;· Keto establishmente jane te varura shume nga vizitoret ditor apo me pak
kohe qendrimi dhe keshtu qe modeli i kerkeses eshte shume sezonal.
Ndermjet periudhes 2000 dhe 2006 establishmentet akomoduese dhe kapacitetetturistike jane rritur ne menyre konstante. Por niveli i mbushjes se tyre eshte pothuajse100% vetem per periudhen 15 Korrik-15 Gusht. Per dy javet e para te korrikut dhe dyjavet e fundit te Gushtit bie ne 60 perqind.
Burimi: Te dhenat e mbledhura nga Zyra e Taksave te Komunes Kryevidh
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Çmimet mesatare per dhome variojne nga 2,200 deri ne 2,500 per person duke perfshireketu sistemimin dhe ushqimin.
4.1.6. Kenaqesia e vizitoreve
Sipas autoriteteve te komunes, niveli i pergjithshem i kenaqshmerise midis vizitoreve ne ketezone eshte pozitiv. Vizitoret çmojne mjedisin e paster dhe plazhin e kristalte, mungesen embipopullimit nga vizitore ne plazhe dhe ne zonen rurale. Megjithate, nje numer aspekteshka sjelle komente negative, sidomos kushtet e keqija te rrugeve, higjena publike, menaxhimi indotjeve, mungesa e banjove publike, ndotja e mjedisit, mungesa e aktiviteteve tebrendshme, etj.
gura 1: Tipe te nd
Figura 1: Tipe te ndryshme akomodimi ne Spille
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5. PRODUK5. PRODUK5. PRODUK5. PRODUK5. PRODUKTI I TURIZMIT NE KTI I TURIZMIT NE KTI I TURIZMIT NE KTI I TURIZMIT NE KTI I TURIZMIT NE KOMUNEN KROMUNEN KROMUNEN KROMUNEN KROMUNEN KRYEVIDHYEVIDHYEVIDHYEVIDHYEVIDH
Nje destinacion turistik perbehet nga pese komponent kryesor:
1. Atraksionet – ato aspekte te destinacionit qe ofrojne terheqje dhe motivim per vizitoret;2. Sherbimet – akomodimi dhe furnizimi me ushqime;3. Transporti – si aksesi i zones (arritje ne destinacion) ashtu dhe ai interior (levizja brendadestinacionit);4. Sherbimet - shopingu, mjekimi, informacioni; dhe5. Infrastruktura publike – sistemi mbeshtetes, duke perfshire rruget, parkimin dhe nevojat.
Te pese komponentet jane esencial ne operimin e turizmit dhe referohen ne kete raport siprodukte turizmi. Nje deshtim ne secilin prej tyre do rrezikoje cilesine e produktit turistik tepergjithshem dhe do ndikoje ne nje eksperience te pakenaqshme per turistin. Kombinimi idisave ose i te pese komponenteve perdoret per te mbeshtetur aktivitetet turistike.
5.1. Joshjet dhe Atraksionet
Forca e joshjes se nje destinacionit per turistet eshte, me shume se çdo faktor tjeter, e lidhurme cilesine e atraksioneve te tij. Atraksionet jane ato tipare te nje destinacioni, te cilatstimulojne interesin per te vizituar nje zone dhe ofrojne elementet qe i japin nje imazh tecaktuar destinacionit. Atraksionet perbejne shtysen esenciale te vizitorit ne zgjedhjen e njedestinacioni dhe jane gjithashtu njesia matese ne vleresimin e sodisfaksionit qe te jep vizita enje destinacioni. Ne pergjithesi, kerkesat per komponentet e tjere te udhetimit (transporti,akomodimi, ushqimi, sherbimet, dhe infrastruktura) rrjedh nga stimuli origjinal qe vjen ngainteresi per te vizituar atraksionet.
Ne kete pjese rendesi te veçante i jepet atraksioneve te destinacionit se komunes Kryevidhnen tre kategori te gjera:
· Atraksionet natyrore· Atraksionet kulturore· Atraksionet e krijuara nga dora e njeriut
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TTTTTabela 5abela 5abela 5abela 5abela 5: Atraksionet kryesore turistike ne zonen e Kryevidhit
Vleresimi : 5 = I shkelqyeshem.... 1 = Shume i varfer Vleresimi Komentet_______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________Atraksionet NatyrorePanorama/Bukuria Natyrore 4 Atraksion primar, joshje e larte,Vija bregdetare dhe Plazhet & unikeDeti 4 Kenaqesi e madhe vizuale,
komoditet i kufizuarFauna dhe Flora 4 Potencial i mire ne praktikimin e
interesit te veçante______________________________________________________________________________Atraksionet kulturoreArkeologjia 4 Avantazh konkurues potencial Historia 3 Potencial i pashfrytezuarMuzika/Punimet me dore 1 Momentalisht shume te kufizuaraInterpretimi dhe Prezantimi 1 I varfer per konkurence_____________________________________________________________________________Atraksionet e krijuara nga njeriuZonat urbane 2 Ne nevoje te modernizimit
te metejshemZbavitja/Çlodhja 1 Furnizim i mire per tregun vendasAgroturizem 3 Ne shkalle te vogel & ne zhvillim
e siper___________________________________________________________________________
Perveç atraksioneve te mesiperme, ka pasur nje zhvillim mikprites te nje sere iniciativashturistike rurale dhe bregdetare per te kapitalizuar interesin ne rritje te aktiviteteve ne natyredhe te gjurmimeve kulturore. Me mbeshtetjen e remitancave nga emigrantet shqiptar, meshume se 2,000,000 Euro eshte investuar ne 122 biznese gjate dhjete viteve te fundit.
5.2. KONCEPTIMI I TURIZMIT NDERKOMBETAR
5.2.1. Kerkesa e udhetimeve globale
Turizmi, me gjithe telekomunikacionet dhe teknologjine e informacionit, eshte nje nga tre“super sherbimet” qe do te nxise rritjen ekonomike ne shekullin 21. Udhetimet dhe turizmillogariten te kene zene 11.5% te GDP-se globale dhe 11.1% te punesimit global ne vitin.Industria globale e udhetimit dhe e turizmit pritet te vazhdoje rritjen edhe me tej ne shekullin21, sipas kerkimeve shkencore ne Turizem: 2020 Vision, (Eorld Tourism Organisation,1997). Megjithese ka perceptime rreziqesh dhe kufizimesh, ekspansioni i perjetuar ne vitet e
Burimi: Vleresimi i Konsulentit
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fundit pritet te vazhdoje, megjithese me nje ritem me te vogel. Parashikohet qe 1.6 miliardturiste do te vizitojne vende te huaj pergjate nje viti ne 2020, duke shpenzuar nje total prej$2trilion US ne vit ose $5 miliard US ne dite. Ne llogaritjet e turizmit internacional, kjoperfaqeson me shume se tre here te 595m te llogaritura per vitin 1996 and ne shpenzimeafersisht pese fishin e $425 miliardeve shpenzuar ate vit.
Globalisht pritet qe:
· Tendenca per udhetime te gjata do vazhdoje te rritet shume me shpejte seudhetimet ne distanca te vogla/mesatare
· Kjo pritet te jete me e dukshme ne tregjet qe origjinojne nga Evropa; dhe,· Nje renie ne ritmin e rritjes me e ulet se +5% p.v. ne udhetimet intra-
Europiane te distancave te vogla dhe mesatare eshte parashikuar.
5.2.2. Tendencat ne kerkesat per turizmin
5.2.2.1. Tendencat e konsumatoreve
Turizmi nderkombetar dhe tregjet e tij po perballen me ndryshime te paprecedent teshkaktuara nga levizjet demografike, ndryshimet ne stilin e jetes dhe zhvillimet e shpejta neteknologji. Sjelljet e klienteve jane duke u formuar nga edukimi dhe eksperienca, meimplikime te medha strategjike per destinacionet turistike.
Disa karakteristika te klientit te neserm theksojne pritshmerite e tij ne lidhje me turizmin:
· Njerezit jane duke bere udhetime me te shpeshta per nje kohe me teshkurter. Pushimet kryesore jane duke u kthyer ne nje koncept te merzitshemper shume kliente, me shtimin e e pushimeve te shkurtra dhe udhetimeveme interes te veçante.;
· Klientet jane duke u bere me te sofistikuar, me te ditur dhe me meeksperience udhetimi, dhe ata kerkojne standarte te larta gjithnje e ne rritje;
· Ata jane me te pjekur dhe me elokuent, me aktiv fizikisht dhe psikologjikisht,dhe kerkojne nje game me te gjere te eksperiencave te orientuara drejtaktiviteteve te ndryshme. Aktivitetet dhe interesat percaktojne gjithnje e meshume zgjedhjen e tyre te destinacioneve, dhe kultivojne nje klientelizembesnik kundrejt atyre qe ofrojne aktivitetet e tyre te preferuara ne nje menyrekonstante, krijuese dhe te nje cilesie te larte;
· Ata jane me te vetedijshem ne nje bote gjithnje e me shume stresuese,preferojne mjedise te qeta dhe kerkojne perdorim sa me eficient te kohes setyre te argetimit.
· Ata vleresojne mesimin dhe permiresimin e vlerave individuale. Ata jane teshkolluar me mire, me vezhgues, dhe kerkojne eksperienca plotesuese pertejrelaksimit te thjeshte.
· Ata duan te marrin pjese ne mjedisin e tyre te pushimeve, te mesojne aftesite reja dhe te bashkveprojne me komunitetet dhe kulturat e destinacionevete tyre;
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· Ata kerkojne pushime qe kane nje impakt te ulet si ne mjedisin fizik ashtuedhe ne ate kulturor.
Sistemet eko-perfaqsuese, si p.sh. Eorld Travel and Tourism Council’s (ETTC) “Green Globe”,jane duke ndikuar ne zgjedhjen e destinacioneve, dhe programet “eko-te sjellshme” janejoshes per nje segment ne rritje te tregut; dhe
· Ato kerkojne gjithnje e me shume per nje perdorim me te mire te monedhes,krijimin e strukturave transparente te kostos dhe bejne ne kete menyrevleresime krahasuese mbi nje baze me globale. Ato kerkojne menu te qartate opsioneve te pushimeve dhe te çmimeve te tyre, por edhe me sherbimetshoqeruese qe bejne te mundur kete gje. Ato jane perdorues shume te mirete teknologjise se informacionit dhe kerkojne informacion te menjehershemdhe sherbime rezervimi interaktive. Ne shume raste, turistet jane dukekerkuar me shume “permbajtje” tek pushimet e tyre dhe kjo reflektohet menje numer tendencash.
· Aktivitetet kulturore jane duke u shnderruar gjithmone e me shume ne njeatraksion te rendesishem pushimesh, shpesh si nje faktor “shtese”. “Kulturadhe Trashegimia”, te dyja si pjese e nje imazhi te pergjithshem dhe permesprodukteve/eventeve specifike, jane duke u promovuar gjithnje e me shumenga te gjitha destinacionet (p.sh., Spanja eshte nje rast i mire studimi). Kjoreflekton theksin ne rritje qe i vihet atraksionit te turisteve te nje klasi te larte.“Kultura dhe Trashegimia” mbulon nje shumellojshmeri produktesh me nivelte konsiderueshem specializimi dhe zhvillimi inovativ. Nje zhvillim i tilleperfshin “ngjarje tematike”, veçanerisht ne kohen jo-sezonale, dhe“dinamizem” atraksionesh te cilat evidentojne produktin per te inkurajuarvizita te njepasnjeshme.
· Vazhdimi i rritjes ne tregun e aktiviteteve sportive konkuruese. Ndersa tregu ispecializuar ne teresi eshte i vogel, kombinimet e aktiviteteve te ndryshme siperzierja e sporteve me evente speciale, gjurmime kulturore dhe ushqime tepasura, jane duke u bere gjithnje e me popullore.
5.2.2.2 Tendencat e produktit turistik
Tendencat kryesore te produkteve evidentojne keto modele:
· “turizmi i gjelber”: frekuenca ne rritje e atraksioneve natyrore dheaktiviteteve;
· produkte “aventurash te buta” ku sfida dhe aktiviteti kombinohen mekomoditetin;
· fokusimi ne menaxhimin mjedisor;· interpretimi dhe prezantimi i historise dhe kultures;· zhvillime autentike ne shkalle te ulet qe lejojne bashkeveprimin me popullaten
vendase;
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· rezorte multi-sherbimi qe perballojne nevojat e ndryshme te segmenteve tetregut dhe ofrojne komoditet dhe eficience per segmentet me “kohe-tepaket”;
· evente speciale qe perfshine festivale perdoren si motivues udhetimesh;· theksin ne shperndarjen e sherbimit cilesor te vazhdueshem, dhe nje lulezim
te produkteve me emer;· rendesia ne rritje e “atraksioneve” apo “motivuesve” ne zgjedhjen e
destinacionit nenkupton qe nese nje zone te qendroje konkuruese, duhet teparaqese “arsyet per t’a vizituar” te cilat i pershtaten interesave dheaktiviteteve te vizitorit potencial;
· tregu i pushimeve, si ai i jashtem apo vendas, nuk mund te trajtohet me sinje treg homogjen, por ka nevoje te adresohet ne nje menyre segmentuese;
· cilesia dhe vlera per lekun ka nevoje per riforcim te vazhdueshem ngastandarte te mira fizike, operacionale dhe sherbimi qe arrihen permesinvestimit te vazhdueshem ne industri, sherbime dhe personel;
Segmentet e lindura me domethenese jane te percaktuara si:
· “tregu i çrregullt”, qe reflekton plakjen e popullates ne boten e zhvilluar dheqe prodhon nje numer dhe porcion ne rritje te popullates qe ka kohe me temadhe dhe resurset e duhura per te udhetuar;
· “segmente te tregut me nje interes te veçante” per te cilet zgjedhja edestinacionit eshte e percaktuar gjithnje e me shume nga interesi dhe/ oseaktiviteti qe turistet duan te ndjekin. “arsyeja per te vizituar” eshte duke ubere akoma me e rendesishme si nje faktor motivues per udhetim. Ketuperfshihet pjesmarrja ne aktivitete sportive sebashku me aktivitetet kulturoredhe zbavitese si dhe eventet e veçanta;
· “segment udhetimi per plotesim individual” i cili perfaqeson nje numer nerritje te njerezve te cilet udhetojne per te pasuruar jetet e tyre permesplotesimit intelektual dhe fizik. Udhetimet per arsye edukimi, si permesprogrameve te edukimit formal ashtu edhe atyre informuese informale sebashku me shendetin fizik evidentohen si motivues te forte per udhetime.
· “udhetim aventure”, si te aventurave te buta ashtu edhe ekspeditave mesfiduese, jan duke u kerkuar me shume duke reflektuar ne kete menyredeshiren e njerezve per te perjetuar arritje.
Nje aspekt themelor i çdo segmentimi te tregut eshte ndergjegja mjedisore ne rritje tekudhetuesit. Ndersa ka nje segment te tregut qe mund te identifikohet si “i gjelber”, ato janerelativisht te vogla ne numer dhe kane kerkesa specifike destinacioni dhe udhetimi.Sidoqofte, ne nje shkalle me te gjere shumica e segmenteve, sido te percaktuara, jane dukeshfaqur nje interes ne rritje per mjedisin. Kjo duket ne pozicionimin e tregut, atraksionevedhe mesazheve qe destinacionet, furnizuesit e produkteve, dhe distributoret jane dukeadoptuar ne nje treg te forte konkurues. Ky profil i ndryshem klientelist perfaqeson tre sfidate nje rendesie kritike per industrine e udhetimeve dhe pushimeve:
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· Si te komunikohet efektivisht gama e produkteve, atraksioneve dheeksperiencave te destinacionit;
· Si te zhvillohet nje produkt inovativ, fleksibel i pershtatshem per nevojat eklientit; dhe,
· Si te arrihet shperndarja efektive e nje produkti qe duhet te plotesoje njegame te gjere kerkesash individuale.
Keto tendenca dhe sfida kerkojne nje pergjigje strategjike qe e kenaq kete model ndryshueskerkesash nga ana e konsumatoreve. Turizmi po ofron gjithnje e me shume akomodimefleksible qe lejojne klientet te organizojne pushimet e tyre. Tipikisht po segmentohet produktituristik dhe çmimi ne menyre qe te permbushen sa me mire nevojat e nje game te gjereklientesh. Per shembull, hotelet jane duke krijuar evente “tematike”, ku motivimi primar eshtendjekja e aktivitetit apo interesit.
5.2.3. E ardhmja e turizmit ne komunen Kryevidh
Turizmi ne Spille ka perjetuar nje periudhe rritje te konsiderueshme gjate gjashte viteve tefundit. Kjo ka rezultuar ne nje popullarizim ne rritje te destinacionit si shkak i njohjes ne rritjete zones dhe permiresimit te dukshem ne çmimet e aksesit dhe shtrirjes se hoteleve dhesherbimeve ushqimore. Me tej aksesi ne zone i cili eshte bere me konkurues pritet tevazhdoje shtrirjen ne kontekstin e rrugeve dhe kapaciteteve. Strategjia e tregut eperqendruar drejt nje game te gjere segmentesh te interesave speciale parashikon motivimine nje numri me te madh vizitoresh ne zone. Llogaritjet me optimiste do tregonin qe trafiku ivizitoreve te huaj do vazhdoje te rritet me nje ritem jo me pak se +5% ne vit pergjate peseviteve te ardhshme. Brenda totalit disa tregje burimesh dhe segmentesh priten teperformojne me mire dhe te rriten me shpejtesi me te madhe se ritmi ne total.
Ne afate te shkurtra dhe te mesme prespektivat me te mira te tregut priten te vine nga:
· Britania e Madhe: kryesisht per pushime te shkurtra dhe udhetime te interesitte veçante;
· Evropa Qendrore: pritet rikthimi i rritjes se turisteve nga Gjermania dheFranca ndersa vendet Nordike perfaqesojne oportunitete te mira ne teardhmen.
Niveli i vizitoreve ne te ardhmen do te varet nga respekti dhe mbrojtja e mjedisit si dhe nganumri i pergjithshem i vizitoreve ne tere zonen e Durresit ashtu edhe ne te gjithe Shqiperine.Problemi i vetem mbetet aksesibiliteti i mjaftueshem dhe i pershtatshem i akomodimit tevizitoreve dhe sherbimeve te tjera turistike.
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5.3. Faktoret qe ndikojne ne te ardhmen e turizmit ne komune
Performanca e turizmit brenda komunes do te percaktohet gjeresisht nga nje numerfaktoresh te jashtem dhe te brendshem. Faktoret e jashtem do te kene impakt neperformance, dhe jane pothuajse jashte kontrollit te Keshillit te Komunes dhe industria nezone perfshin:
· Nje nivel te rritur popullariteti dhe kerkese jashte zones se Kryevidhit;· Kerkesen per pushime apo vizita ditore brenda gjirit te Durresit qe reflektojne
kushtet ekonomike te lidhura ngushte me modelet socio-demografike dhestilin e jeteses.
Faktoret e brendshem, sidoqofte, jane ato mbi te cilat autoritetet lokale kane kontroll.Faktoret me te mundshem per te pasur nje impakt ne zhvillimin e turizmit do te jene:
· Aftesia e zones te joshe segmente te ndryshme tregu duke ofruar atraksionete pershtatshme, akomodime dhe sherbime ne menyre qe te konkurojeefektivisht me destinacione te tjera;
· Aftesia konkuruese e zones ne term te cilesise dhe te çmimit te produkteve qei ofrohet vizitorit;
· Efektiviteti i marketingut ne terheqjen e vizitoreve ne zone; dhe· Konceptimi i drejte i nevojave te veçanta ne gjetjen e prespektivave me te
mira per rritjen ne teresi.
5.4. Çeshtjet strategjike
5.4.1 Pikat e forta, Pikat e dobeta, Rreziqet dhe Mundesite e Spillese si nje destinacion turistik.
Te mbeshtetur nga perfaqsues te FSHZH-se dhe te kryetarit te Komunes Kryevidh konsulentetkryen nje analize te fuqive, dobesive, mundesive, dhe rreziqeve (Analize SEOT) te turizmitekzistues dhe potencial te zones. Nje analize e tille ka krijuar nje kornize per produktin qeduhet te zhvillohet dhe veprimet qe do te ndermerren. Kjo analize tregohet ne Shtojcen 1.
Ne permbledhje analiza SEOT demostron qe:
· Komuna Kryevidh, veçanerisht zona e Spillese ka nje liste domethenesepikash te forta ne vijen bregdetare te saj, panoramen, trashegiminekulturore, njerez mikprites dhe karakter relativisht te paster;
· Ekzistojne, sidoqofte, shume pika te dobeta si gjendja e mjere einfrastruktures, mungesa e standarteve sanitare, mungesa e trajnimit tefuqise punetore dhe sherbime te varfra turistike qe mund te frenojnezhvillimin e nje industrie te sofistikuar turizmi per shume vite me rradhe.
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· Megjithate, mundesite per zhvillimin e tipeve te caktuara te produkteveturistike ne kete zone, pa anashkaluar rreziqet me te cilat perballet zhvillimi iturizmit ne Spille, jane te konsiderueshme. Duke u nisur nga niveli i ulet ibazes turistike ne kete moment, ritmi fillestar i rritjes mund te mos jetesubstancial por fitimet potenciale mund te jene te medha ne kohe afatgjate.
5.5. Oportunitetet e tregut dhe sfidat
Forca e tanishme pozicionale ne treg e kesaj zone eshte kryesisht brenda tregut vendas, kutradicionalisht ka terhequr kryesisht pushues dhe vizitore ditor. Megjithate, mbipopullimi iestablishmenteve turistike ne zonen e afert te Golemit nenkupton qe ka nje nevoje te madheper resorte dhe resurse plazhi te pandotura, ndersa konkurenca per atraktimin e vizitoreveeshte duke u rritur me perhapjen e mundesive te opsioneve pushuese pertej vizitave ditore.Zona tashme terheq, por ne numer te kufizuar, pushues dhjete deri ne dy javor, ose pushimete shkurtra çlodhese ne formen e vizitoreve ditor. Ka gjithashtu dhe nje numer shume tevogel te vizitoreve me interesa te veçanta, si p.sh. adhurimi i natyres, aktivitetet e ecjes dhe tegjuetise. Keto segmente te tregut jane secili ne rritje dhe ofrojne nje mundesi perdestinacionet, te cilat mund te sherbejne si atraksione me nje cilesi dhe çmim qe i pershtatetpritshmerise se tregut.
TTTTTabela 6: abela 6: abela 6: abela 6: abela 6: Segmentet kryesore te tregut ne Komunen Kryevidh
Ndryshimi i rrethanave, per shembull, prosperitet i rritur ekonomik, stili i jeteses dhepotenciali ne rritje per te terhequr vizitore te huaj ofron nje oportunitet te rendesishem perkete destinacion.
Mundesite e tregut per turizem ne Spille permblidhen ne tabelen 7, duke reflektuar njemodel segmentimi per terheqjen e vizitoreve bazuar ne motivimin per eksperiencen qe ofronudhetimi.
Segmentimi i Tregut Situata aktuale Potenciali Pushime tradicionale Te rendesishme Ne ulje Pushime te shkurtra Te kufizuara Ne rritje Eskursione Te kufizuara Ne rritje Interesa speciale Te kufizuara Ne rritje Udhetime ditore Te rendesishme Statik
Burimi: Vleresimi i konsulenteve bazuar ne kerkimet, konsultimet dhe observimet e tyre
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TTTTTabela 7:abela 7:abela 7:abela 7:abela 7: Kerkesa e Projektuar per Komunen Kryevidh
Pas pushimeve turistike tradicionale, prospektet me te mira per turizmin ne zone bazohen neturizmin rural, dhe te pushimeve me interesa te veçanta, qe perfshijne eksplorimetindividuale dhe aktivitetet e trashegimise kulturore.
Aktoret e zones jane me konfident ne parashikimin e rritjes nga jashte komunes sesa nebrendesi te saj. Shumica e atyre me biznese parashikojne qe ritmi i rritjes ne kerkesen ejashtme do te tejkaloje dukshem rritjen e kerkeses nga tregu i brendshem. Prospektet me temira per rritje ka shume te ngjare te jene tregjet e Kosoves dhe Maqedonise, dhe me voneato te Gjermanise, Austrise dhe vendeve Skandinave.
Segmenti i tregut Pushime te gjata Pushime te shkurtra Rekreacion Deti dhe Vendi Eskursione - Interesa speciale Shendeti/Fitnesi/Pjesmarrja Udhetime ditore
Burimi: Vleresimi i konsulenteve bazuar ne kerkimet dhe konsultimet e tyreÇelesi i tabeles: •= mbi rritjen mesatare; “= rritje mesatare; - = pak ndryshim apo rritje
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6. QELLIMET6. QELLIMET6. QELLIMET6. QELLIMET6. QELLIMET, VIZIONI & STRA, VIZIONI & STRA, VIZIONI & STRA, VIZIONI & STRA, VIZIONI & STRATEGJIATEGJIATEGJIATEGJIATEGJIA
6.1 Qellimet e zhvillimit te turizmit
Turizmi ne komunen Kryevidh eshte duke kaluar nje periudhe rritje te qendrueshme memundesi me te larta ne te ardhmen e afert. Rritje domethenese eshte parashikuar evizitoreve te huaj kryesisht nga Kosova and Maqedonia, ndersa stilet e reja te jeteses dondryshojne kerkesen turistike vendase.
Objektivat kyçe per turizmin jane qe:
· Te rrise rendesine e tij brenda ekonomise locale permes fitimeve te rrituradhe krijimit te vendeve te punes;
· Te siguroje qendrueshmerine e sektorit turistik;· Te optimizoje kushtet socio-kulturore dhe cilesine e jetes per rezidentet.
6.2 Vizioni mbi zhvillimin e turizmit
Turizmi me shume gjasa do te jete nje sektor kryesor biznesi ne zonen e Kryevidhit gjatedekades se ardhshme, duke kontribuar keshtu ne rritjen ekonomike dhe ne prosperitetinshoqeror. Ndersa atraksioni kryesor do vazhdoje te jete pamja bregdetare dhe burimetnatyrore, profili i tregut te turizmit per Kryevidhin do zhvendoset nga nje predominim itregut masiv te vizitoreve veror ne nje larmi te me madhe te turisteve te ngritur, aktiv dhe mevigjilent si brenda ashtu edhe jashte Shqiperise. Eksperienca te reja turistike do te ofrohente cilat do pasurojne atraktivitetin e zones dhe do jene nje arsye me shume per vizite.Cilesia e experiences se vizitoreve do rritet nga investimet ne sherbime ne nje mjedis tembajtur mire dhe do te pasurohet nga standartet e permiresuara te sherbimit dhe te vleresse duhur te lekut te harxhuar.
Ky vizion per te ardhmen parashikohet mbi bazen e nje grupi zgjedhjesh strategjikethmelore, te cila kane lidhje me:
· Tipin dhe shkallen e turizmit te deshiruar per zonen;· Segmentet e tregut te cilat perputhen me mire me destinacionet;
aspiratat; dhe· Menyrat me efektive per te komunikuar me objektivat e tregut.
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Vizioni i mesiperm eshte optimal nga nje numer prespektivash te cilat perfshijne:
· Interesat me te mira te operatoreve egzistuese;· Benefitet me te mire per qendrueshmerine afatgjate ekonomike, mjedisore
dhe shoqerore; dhe· Kujdesjet ndaj tendencave ne ndryshim e siper te klienteve.
6.3 Parimet drejtuese
Principet themelore udhezuese te cilat duhet te formojne strategjine dhe te asistojne nemenaxhimin e zhvillimit turistik ne te ardhmen jane:
Turizem i Qendrueshem: Turizmi eshte nje sektor investimi afatgjate e ardhmja e te cilit varetshume ne menyren se si asetet natyrore dhe njerezore menaxhohen. Mbishfrytezimi i asetevedhe potencialeve te tyre ka pasur efekte negative ne destinacione te tjera persa i perket teardhmes se rritjes turistike. Zhvillimet qe kane nje impakt negativ tek mjedisi, te cilat janeafatshkurter, voluminoze dhe oportuniste ne natyre duhen te ndalohen. Tipi i turizmit idealeshte nje i cili do ofroje zbavitje/çlodhje te permiresuar, pasurim jetese, mjedise pune dhemesimi dhe mundesi te gjera karriere. Aspekte kryesore te cilat kerkojne vemendje nemenyre qe te sigurohet nje sektor i qendrueshem turizmi, jane politikat e perdorimit te tokes;menaxhimi i mjedisit fizik; konservimi i vendeve me trashegimi natyrore dhe kulturore;zhvillimi i produkteve te diktuara nga tregu; dhe investimi ne burimet njerezore.
Perfitim::::: Bizneset brenda sektorit duhet te nxjerrin nje fitim te mjaftueshem per te siguruarzgjerim te metejshem permes investimit. Tradicionalisht shumica e bizneseve ne kete sektorkane nxjerre perfitime relativisht te uleta. Perfitimi i sektorit ka nevoje per permiresim me anete perdorimit te rritur te aseteve, veçanerisht i atyre me kapital te larte siç jane akomodimet;introduktimi i eficiencave me te medhaja, sidomos per numrin e madh te ndermarrjeve tevogla apo mesatare; dhe sigurimi i te ardhurave nga shitjet voluminoze te arrihen mbibazen e strategjive me “vlere te shtuar” sesa nga uljet e vazhdueshme te çmimeve.
Investim Selektiv::::: Eksperienca ne vende te tjera ka treguar qe rritja e tregut vjen si rezultat iinvestimit te madh ne zhvillim produkti dhe reklamim. Eshte e qarte qe investimet ne produktper te ardhmen duhet te fokusohen me shume tek mangesite dhe te jene te afta tezbatohen. Strategjite per investimin ne te ardhmen duhet te jene teper selektive dhe tefokusuara ne objektivat e tyre. Me rrethanat e veçanta dhe sfidat qe po perballen resortettradicionale si Gjiri i Durresit dhe Golemit, sidomos ne pjesen e akomodimit te vizitoreve, njeshembull shtytes mund te realizohet per investime specifike per te riadresuar keto çeshtjenepermjet ndihmave te medha dhe/ose ulje ne taksa.
Tregjet e shenjestruara::::: Ne nje treg ne zgjerim dhe gjithnje e me shume konkurues suksesimjedisor do jete i varur ne identifikimin e prospektivave me te mira dhe zgjedhjen emenyrave me efikase per te komunikuar me keto objektiva tregu. Teknologjia e Informacionit
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eshte duke ndryshuar menyren me te cilen destinacionet dhe produktet turistikekonkurojne. Zgjedhjet strategjike per zhvillimet ne te ardhmen turistike per KomunenKryevidh duhet te fokusohen ne aspektet unike te zones dhe duhet te ofrojne nje experiencete larmishme qe do te joshte tregjet potenciale te identifikuara. Zgjedhja e tregjeve duhet tepercaktohet nga potenciali i vleres respektive te tyre ne aspektin e pershtatshmerise meproduktet e zones dhe tipit te turizmit qe kerkohet; dhe impakteve mjedisore dheekonomike, sidomos ne lidhje me zgjerimin e sezonit dhe qendrueshmerise se biznesit.
Partneriteti Publik dhe Privat: Destinacionet e suksesshme jane ato te cilat jane perfshire nenje partneritet midis sektorit publik dhe privat. Bashkepunimi me i madh dhe integrimi iperpjekjeve duhet te jene nje prioritet i larte per zhvillimin e turizmit ne Komunen Kryevidh.Nje bashkepunim i dhe mirekuptim reciprok do jene te nevojshme per te planifikuar dheimplementuar ne menyre efektive zhvillimin e produktit, marketingun dhe strategjite esherbimit te vizitoreve Partneriteti efektiv duhet te perfshije komunikimin e shtrire dhemekanizmat efikas konsultiv dhe zbatues per te siguruar nje koherence dhe qendrueshmerine zbatimin e strategjise turistike. Ndryshimi i roleve dhe rrethanave ofrojne gjithashtumundesi me te madhe sesa ne te kaluaren per sipermarrje te perbashketa dhe forma tetjera bashepunimi.
6.4 Implikimet strategjike te qellimeve dhe vizionit
Implikimet strategjike te vizionit te percaktuar kerkojne pergjigje te forta nga ana e aktorevete turizmit qofshin ato private, publike apo vullnetare. Ne kohe afatshkurter dhe mesatareindustria e turizmit ne zone ka nevoje te levize nga nje situate ku reagon ndaj kushteve tetregut dhe konkurenteve ne nje pozicion ku prodhon kerkese. Perndryshe autoritetet ekomunes do deshtojne ne perballimin e konkurences ne nje treg pune gjithnje e mekompleks dhe konkurues.
Qellimi qendror ekonomik – rritja e te ardhurave nga turizmi – duhet te kete pese objektivakryesore:
· Shpenzim i rritur nga çdo vizitor: duke ofruar aktivitete te cilat inkurajojnevizitorin per te shpenzuar me shume para dhe/ose te zgjase qendrimin;
· Me shume vizitore te huaj: nje rritje e pergjithshme ne numrin e vizitoreves,brenda kapaciteteve mbajtese, duke terhequr nje pjese me te madhe tevizitoreve te huaj do te rrise te ardhurat e turizmit;
· Mbajtja e pjeses se tregut vendas: ne nje treg qe ndryshon, sfida perKryevidhin do te jete te mbaje pjesen e vet te tregut per turistet pushuesapo ditor;
· Sezon me i gjate: nevoja per te futur mekanizma me inovativ per te zgjeruarsezonin turistik, siç jane evente inskenimi, udhetime kreative, etj. te cilatgjenerojne me shume te ardhura dhe perfitime ne sektorin turistik; dhe
· Kujdesja per tregjet e veçanta: rritja e segmentimit te tregut dhe e burimevete kufizuara te tij dikton qe Kryevidhi duhet te fokusohet me shume neinteresat specifike te veçanta qe perfshijne turizmin me baze rurale.
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FFFFFigura 8: Arritja e Vizionitigura 8: Arritja e Vizionitigura 8: Arritja e Vizionitigura 8: Arritja e Vizionitigura 8: Arritja e Vizionit
Rritja e te ardhurave nga turizmi Qellimi
Shpenzimet e
rritura per vizite
Zgjatja sezonit turistik
Kujdesja per tregjet e
interesit te veçante
Objektiavt
Terheqja e vizitoreve te
huaj
Fokusimi ne prospektet e zgjedhura
te tregut “Fokusim Tregu”
Zgjerimi dhe permiresimi i
produktit turistik
Permiresimi i vleres se lekut te shpenzuar
mire “Sigurimi i Cilesise”
Strategjite
6.5 Strategjite Themelore
Bazuar ne keto keshilla dhe qellime, tre strategji “themelore” te propozuara jane temeposhtmet:
Fokusim me i mire tek tregu:Kerkon vendosmeri ne resurset e nevojshme te tregut kundrejt atyre te zgjedhura qe ofrojnepotencialin me te mire me kalimin e kohes. Kjo vendosmeri duhet te bazohet ne kerkimetdhe partneritetet efektive. Kjo e fundit do te kerkoje ekspertize te mjaftueshme per temaksimizuar impaktin e kombinuar te aktiviteteve publike dhe private ne treg.
Zhvillim i Produktit TuristikZhvillimi i nje sere akomodimesh per vizitore, “atraksionesh” dhe sherbimesh per te terhequrturiste te rinj. Zhvillimi duhet te jete ne sinkroni me mjedisin, shkallen, dhe aspiratat edestinacionit megjithe kujdesin per nje treg qe sofistikohet gjithnje e me shume.
Ofrimi i “Sigurise se Cilesise”:Çeshtje kyçe si shperndarja cilesore e sherbimeve, dhe organizimi midis entiteteve tendryshme te perfshira ne turizem ne te dy sektoret privat dhe publik, duhet te adresohet perte siguruar nje kenaqsi me te madhe te vizitoreve dhe çmime te pelqyeshme.
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Strategjite themelore jane te nderthurura dhe te ndervarura dhe si te tilla, arritja e qellimeveeshte e paparashikuar mbas adoptimit dhe implementimit te tyre.Elementet rekomanduese ne keto strategji te gjera themelore jane te detajuara ne Kapitujt7, 8 dhe 9.
TTTTTabela 9: abela 9: abela 9: abela 9: abela 9: Strategjite themelore per elementet baze
1. Fokusim tregu • Fokus ne sektoret e tregut me “prospektet me te mira”; • Investim me i madh ne reklamimin e destinacionit; • Caktimi i objektivave agresive dhe motivacioneve te sektorit; • Zhvillimi I tregjeve te fshehta fokusuar ne aktivitete dhe interesa; • Publikimi dhe Analiza e ”Planit te Veprimit Turistik” vjetor; • Eksplorimi i kanaleve te reja te shperndarjes 2. Zhvillim i “Motorreve Rritese” • Fokus ne burimet e avantazhit siç jane mjedisi natyral bregdetar dhe
rural, dhe i atraksioneve te krijuara nga njeriu duke perfshire ketu htjellat e Bashtoves dhe Turres;
• Projektimi, konservimi dhe menaxhimi i mjedisit; • Krijimi i atraksioneve te reja per segmente te ndryshme te tregut siç jane turizmi i integruar rural me karavane dhe ngjarje kulturore;
• Investimi ne infrastrukturen esenciale; • Krijimi i nje ambienti miqesor fiskal dhe ekonomik kundrejt biznesit; 3. Sigurimi i Cilesise • Promovimi i nje kulture turistike miqesore ndaj mjedisit ne te gjitha fshatrat e komunes permes sensibilizimit efektiv publik dhe programeve edukative; • Cilesia dhe Vlera per leket e shpenzuara for money experience; • Menaxhimi dhe shperndarja e sherbimeve tek klientet; • Sigurimi i trainimeve te mjaftueshme ne aftesite konkuruese;
• Krijimi i nje sektori te ri partneriteti publik-privat midis autoriteteve lokale dhe biznesit.
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7. STRA7. STRA7. STRA7. STRA7. STRATEGJIA E TREGUT “FOKTEGJIA E TREGUT “FOKTEGJIA E TREGUT “FOKTEGJIA E TREGUT “FOKTEGJIA E TREGUT “FOKUSIM ME I MIRE”.USIM ME I MIRE”.USIM ME I MIRE”.USIM ME I MIRE”.USIM ME I MIRE”.
7.1. Objektivat e tregut
Strategjia e tregut duhet te adresoje objektivat e meposhtme:
· Te kompensoje per uljen e pritur ne disa nga tregjet tradicionale te zonesduke penetruar ne burimet e reja te tregut;
· Te rrise te ardhurat e turizmit permes shpenzimeve mesatere me te larta pervizite nga nje numer me i madh vizitoresh;
· Te arrije nje balance me te mire midis kerkeses dhe ofertes permes perdorimitme te mire te kapaciteteve, veçanerisht jashte kulmit te muajve veror;
· Te terheqe nje varietet optimal te vizitoreve nga burimet e tregut per temaksimizuar te ardhurat ne te njejten kohe te siguroje nje kompatibilitet tesegmenteve turistike ne zone;
· Te largohet nga masa e ulet e vizitoreve te detit drejt nje tregu me tesegmentuar percaktuar nga tipi i pushimeve dhe motivimit; dhe
· Te siguroje shperndarjen e duhur dhe efektive te produktit turistik brendaobjektivave te percaktuara te tregut.
Me tutje, strategjia e tregut duhet te adresoje nje numer variantesh, si:
· Mundesine qe paraqet tregu ne zgjerim e siper jashte Shqiperise;· Kompleksitetin ne rritje te tregjeve – ndryshimi i tendencave te klienteve,
konkurenca ne rritje, dhe nje spekter i gjere motivesh qe percaktojnezgjedhjen e destinacionit;
· Konkurencen ne rritje nga zona te tjera te Bregdetit Adriatik.
Tregu i zones duhet ne kete menyre te mbuloje nje numer strategjish te cilat mund teanalizojne shume mire objektivat e sektorit sikurse te adresojne efektivisht çeshtjet dhetendencat te cilat do te percaktojne performance ne nje treg pune sfidues.
Strategjia e rekomanduar eshte ajo e kerkeses se arritur permes:
· Nje fokusimi te mprehte ne permiresimin e aftesise konkuruese qe arrihetpermes nje pozicionimi te destinacionit sebashku me nje segmentim me temadh te produkteve kundrejt tregjeve te pazbuluara;
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· Nje rifokusimi ne tregun me prospektiv me te mire permes priorizimit dheselektivitetit me te theksuar; dhe
· Nje ridizenjim i komunikacioneve dhe distribucioneve brenda tregjeve.
7.2. Pozicionimi i tregut
Kerkimet e fundit, konsultimet dhe analiza e tregut konfirmojne qe pozicionimi i zones eshtenje nga nga me te mirat e bregdetit Adriatik, nje vend plazhsi tradicionalisht i pelqyeshem singa pushuesit e rregullt ashtu edhe nga vizitoret ditor. Zona aktualisht eshte pozicionuarfuqishem ne kontekstin e imazhit ne tregun vendas dhe do konkuroje rezorte te tjerabregdetare si Durresin, Golemin, Semanin dhe Vloren.
Pozicionimi i zones do kerkoje projektimin e nje numri atraksionesh te cilat do sherbejne simotivime per segmente te caktuara te objektivave te tregut. Sfida do konsistoje neprojektimin e ketyre atraksioneve te cilat do t’i japin veçanti destinacionit, duke marreparasysh tendencat e tregut dhe objektivin e terheqjes se turistave qe shpenzojne me shumepergjate gjithe vitit.
Nga kerkimet, duket qarte qe vlerat themelore duhet te jene:
· Mjedisi natyror: deti, bregdeti dhe panorama;· Nje sere atraksionesh per vizitorin ditor;· Sportet e ujit dhe aktivitetet ne natyre;· Derdhja e lumit Shkumbin dhe Laguna e Karavastase;
Idealisht permiresimet e imazhit duhet te perfshijne:
· Nje varg atraksionesh interesante te trasheguara;· Nje game te gjere te “gjerave per te pare dhe per te bere”;· Nje mjedis i pasur rural; dhe· Opsione akomodimi per vizitore te rangut te larte.
7.3. Segmentimi i tregut
Segmentet kryesore ne te cilat zona realisht mund te konkuroje bazuar ne nje potencial nerritje e siper si rrjedhoje e paqes dhe permiresimit te produkteve jane si me poshte:
Tregu i BrendshemPushime tradicionale;
· Udhetime ditore;· Pushime te shkurtra dhe mesatare;· “ Zbavitje;· “ Aktivitete;· Evente dhe takime
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Tregu i Jashtem· Shetitje;· Pushime te shkurtra zbavitese;· Aktivitete te interesit kulturor;· Aktivitete ne rritje te interesit special, siç eshte ecja, ciklizmi, lundrimi, vrojtimi
i shpendeve, etj. luajne nje rol percaktues gjithnje e ne rritje per zgjedhjen edestinacionit
Meqenese konkurenca per kete segment ne zgjerim po rritet, eshte e rendesishme qe Spillejate konkuroje ne keto segmente ku mund te ofroje nje avantazh krahasues si p.sh. natyrordhe kulturor. Ndersa tregje te vogla ekzistojne per keto tipe aktivitetesh, autoritetet ekomunes duhet t’i japin prioritet ketyre segmenteve sipas aftesise se tyre per te arriturobjektivat e zgjerimit sezonal, utilizimit te produktit dhe rendimentit, duke pasur parasysh qene çdo rast volumi i vizitoreve do te jete i vogel. Megjithate, potenciali per te paraqitur njeimazh te shumellojshem dhe vendosja e nje reputacioni per ekselence eshte me sinjifikativ.Nje karakteristike e rendesishme e segmenteve te rritjes eshte perputhshmeria midis interesitapo aktivitetit dhe mjedisit rural. Ndersa shkalla e atraksioneve te turizmit rural brendaKomunes Kryevidh eshte e pakufizuar, ekziston padyshim mundesia e reklamimit tepushimeve dhe atraksioneve te cilat do te ofrojne nje kunderbalance te çmueshme te imazhittradicional plazhist te zones.
7.4 Rekomandime
Fushatat e ndergjegjesimit te pergjithshem te destinacionit ne tregun vendas dhe neRepubliken e Kosoves dhe te Maqedonise duhet te zgjerohen gradualisht ne perfshirjen e njegame te gjere motivacionesh dhe produktesh zbavitese. Edhe pse TV eshte mjeti me ifuqishem per te krijuar nje reklamim imazhi, ai eshte i kushtueshem dhe shfrytezimi me imadh i publicitetit permes publikimit te stileve te jeteses, radiove dhe programeve televizivedo te jete e nevojshme per te komunikuar nje sensibilitet te ri te diversitetit ne opsionet epushimit drejt tregut potencial.
Keto komunikime mund te prezantohet me efektivisht dhe te cilesojne eksperiencen eproduktit perveç asaj te destinacionit.
· Ne shenjestrimin e tregjeve pertej detit, promovimi duhet te perqendrohet nete ardhurat e tregtise se udhetimit dhe agjencive turistike te huaja. Ne fillimnje numer i kufizuar produktesh per akomodim duhen promovuar perpajisjen me to gjate udhetimit, eskursioneve, apo pushimeve te golfit;
· Publiciteti ne mediat e pershtatshme do te perfaqsoje nje aspek terendesishem per krijimin e sensibilitetit dhe kredibilitetit brenda segmenteve;
· Kooperativat e tregut, duke inkorporuar furnizuesit e produktit dheakomodimit ne zone, duhet te inkurajohen. Gjithashtu operatoret duhet teinkurajohen per te marre pjese ne konsortet nacionale te marketimit, si
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forumet turistike nacionale dhe internacionale. Formimi i Shoqates Hotelorete Spillese paraqet nje shembull te mire te marketingut destinacional ko-operativ i cili duhet te pasurohet duke bere pjese ne organizata te shkalleveme te medhaja dhe konsorte marketing te mirnjohura per hotelet neShqiperi. Marketingu i zonave rurale duhet te kerkoje projektimin e joshjevetek ata te cilet do terhiqen per nje vizite ne ndjekje te nje aktiviteti te caktuarsebashku me ata pushues te rregullt te cilet mund te nxiten te eksplorojnebrendesine rurale me nje udhetim ditor;
· Fushata direkte te bazuara ne shifra drejtuar individeve apo grupimeve tendryshme ne agjencite shqiptare dhe te huaja duhen te ndermerren;
· Zhvillimi i nje eebsite turistik interaktiv, me lidhje te mira me site te tjeraduhet te jete nje prioritet.
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8. STRA8. STRA8. STRA8. STRA8. STRATEGJIA E ZHVILLIMIT TE PRODUKTEGJIA E ZHVILLIMIT TE PRODUKTEGJIA E ZHVILLIMIT TE PRODUKTEGJIA E ZHVILLIMIT TE PRODUKTEGJIA E ZHVILLIMIT TE PRODUKTITTITTITTITTIT
Strategjia e produktit merret me ndryshimin e produktit ne nje menyre te tille per ta bere ateme joshes per objektivat e tregut. Strategjia ka per qellim te arrije pese objektivat turistike,specifikisht:
· Te terheqe vizitore nga tregje te reja;· Te nxise pushime me te gjata;· Te rrise shpenzimet e çdo vizitori;· Te zgjase sezonin turistik; dhe· Te terheqe turiste te interesave te veçanta.
Meqenese kerkesa turistike eshte e drejtuar nga produkti, tipi dhe cilesia e produktit turistikne oferte do percaktoje suksesin apo deshtimin e tregut te punes. Per shkak se produkti me imire fiton, strategjia e produktit duhet te jete e afte te gjeneroje nje produkt te klasit te larte.Kerkime dhe analizat kane identifikuar nje numer mangesish te produktit ne zone qe kanenevoje per rishikim.
Themelore per suksesin e strategjise se produktit do te jete implementimi i nje numrikonceptesh specifike:
· Nje varg eksperiencash turistike “gjera per te pare dhe bere”;· Krijimi i arsyeve te reja per te vizituar zonen te cilat do jene terheqes per
tregjet jashte Kryevidhit;· Interpretimi dhe prezantimi i trashegimise natyrore dhe shoqerore
te zones; dhe· Ofrimi i nje sere akomodimesh te pranueshme nga tregu.
8.1 Atraksionet
Aspekti me i rendesishem terheqes i nje destinacioni apo zone per vizitoret mund tepercaktohet gjeresisht si grumbulli i atraksioneve qe i japin njerezve shkak per te vizituar. Ketoarsye per te vizituar nje vend zakonisht referohen si “atraktore”. Ndersa komuniteti i biznesitne Kryevidh ka nje grumbull tashme te vendosura atraksionesh te cilat deri diku perputhenme nevojat e tregut vendas, sfida me te cilen perballet zona qendron ne menyren se si tesiguroje nje varg atraksionesh te pershtatshme qe do joshe turistat e se nesermes ngaShqiperia dhe me pertej detit.
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Nese partneriteti publik-privat ne Komunen Kryevidh do te jete konkurues ne tregjet e rejapotenciale dhe te plotesoje nevojat e klienteve te se ardhmes, zona ka nevoje te krijoje arsyete forta per ta vizituar. Keto arsye duhet te joshin si turistet e huaj ashtu edhe pushuesit erregullt vendas, dhe ne te njejten kohe te pasuroje atraksionet turistike te zones. Vetem nekete menyre mundet qe autoritetet e komunes dhe bizneset lokale te permiresojne pozicioninkonkurues ne nje potencial tregu gjithnje e ne rritje por me seleksionues.
Nje dobesi strategjike tashme e identifikuar eshte mungesa aktuale e arsyeve te dallueshmeper te vizituar zonen te cilat do te terhiqnin segmente te ndryshme te tregut dhe bazaproduktive relativisht e varfer, e cila do lejoje zonen te konkuroje ne segmentet turistike teinteresit te veçante.
Mangesite e identifikuara ne vargun e atraksioneveMangesite e identifikuara ne vargun e atraksioneveMangesite e identifikuara ne vargun e atraksioneveMangesite e identifikuara ne vargun e atraksioneveMangesite e identifikuara ne vargun e atraksioneve: Kerkimet dhe analizat tregojneqe aktualisht zona ka nje numer problemesh ne vargun e atraksioneve ne oferte. Mangesitekryesore e nje tregu burimor me te gjere dhe qe perputhet me nevojat e tregjeve burimorenderkombetare dhe vendase jane:
· Trashegimia: zona prezanton ne menyre te varfer trashegimine e sajnatyrore dhe kulturore drejt nje tregu i cili e vlereson shume trashegimine sinje motivim per te vizituar zonen;
· Aktivitetet: si nje destinacion pushimi per aktivitete zona njihet ekskluzivisht sinje destinacion plazhi. Potenciali atraktiv per tregjet me interesa te veçantaeshte aktualisht i pa eksploruar.
· Zbavitja: kujdesi zbavites per vizitoret pushues gjate darkave eshte njekerkese esenciale per nje zone turistike.
Perveç gjerave te mesiperme, do te jete e rendesishme per autoritetet e Komunes Kryevidh tesigurojne qe ka nje numer te mjaftueshem atraksionesh pamore te cilat mund te kapinvemendjen vizitoreve turistik dhe t’i shtyjne ata te ndalen ne zone gjate rruges drejt ose ngarajoni i Vlores. Keto “shtysa ndaluese” mund te variojne nga nje mjedis i kendshem mikpritesderi ne atraksionet specifike lehtesisht te dukshme te cilat mund te nxisin nje visitor tendaloje.
Strategjia atraktive e rekomanduar
Ne zhvillimin e atraksioneve te reja eshte ajo e cila do:
· maksimizoje efektin “gjenerues” permes numrit optimal te segmenteve;· zhvilloje nje dallueshmeri, idealish nje unicitet, brenda Kryevidhit; dhe· siguroje fonde per sektorin privat dhe menaxhim per te pasur fizibilitet.
Ndersa shumica e atraksioneve kane te ngjare te lokalizohen brenda “trekendeshit tesherbimit” (Spilleja-Keshtjella e Bashtoves-Derdhja e Shkumbinit), zhvillimi i turizmit tebrendshem rural ne te ardhmen rekomandohet i cili do te plotesoje atraksionet bregdetare.
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Ne adresimin e kesaj çeshtje, atraksionet jane kategorizuar si me poshte:
· “atraksione te forta” i referohet atyre qe jane investime kapitale dhe qetipikisht jane ndertimet e reja apo konvertimi ose perdorimi i ndertesaveekzistuese; dhe,
· “atraksione te buta” te cilat tipikisht perdorin burimet ekzistuese permesorganizimit dhe resurseve njerezore sesa investimit ne kapital.
8.1.1. “Atraksionet e Forta”
Ne zhvillimin e opsioneve te atraksioneve qe kerkojne investim kapitali nje varg produktesh uidentifikuan. Ne secilin rast mundesia e tregut u vleresua e ndjekur nga nje vezhgimparaprak i pershtatshmerise, veçantise dhe shendetit te pergjithshem te tregut. Brendakontekstit te nje strategjie zhvillimi turistik nje vleresim i pergjithshem, bazuar kryesisht neeksperiencat e meparshme, u perdor per te vleresuar shkallen dhe mundesine e atraktivitetitte investimit dhe fizibilitetit te veprimit.
Lista treguese e meposhtme e prospekteve prezantohet mbi bazen qe secila:
· ka aftesine te terheqe vizitore te rinj ne zone dhe / ose te rrise shpenzimete vizitoreve;
· eshte e nje shkalle dhe risku jo ne disporcion me mundesinefitimprurese; dhe
· ploteson nje mangesi produkti te identifikuar dhe nevoje te projekuarnga vizitoret.
Nje vleresim paraprak tregon qe secila nga te meposhtmet eshte e mundshme, dhe e njerendesie te madhe per diversifikimin e produktit turistik.
Kampingu me rulota. Kampingu me rulota. Kampingu me rulota. Kampingu me rulota. Kampingu me rulota. Nje program zhvillimi i pasur mjedisor te nje grupimi plotesuesatraksionesh propozohet, duke zgjedhur nje vend te pershtatshem per aktivitete mekaravana pergjate bregut te Spillese. Autoritetet e komunes se bashku me perfaqesuesit ebiznesit jane entuziast rreth suksesit te kesaj sipermarrje. Ky projekt do perfshij pastrimin edisa shkurreve dhe barishteve, ndertimin e nje ure prej druri qe te çon ne zonen e plazhit,rregullimin e pershtatshem te nje rruge 240 m te gjate, qe lidh vendin per karavane merrugen e fshatit, dhe mirembajtjes te hapesires se gjelber. Nje perzierje mallrash te cilesise seveçante do jete e nevojshme si dyqane me punime dore, produkte ferme, etj. Parkimi permakina duhet gjithashtu te merret parasysh ne pjeset anesore te vendit te kampingut.
Ndertimi i bareve te hapura dhe i banjove publike pergjate plazhitNdertimi i bareve te hapura dhe i banjove publike pergjate plazhitNdertimi i bareve te hapura dhe i banjove publike pergjate plazhitNdertimi i bareve te hapura dhe i banjove publike pergjate plazhitNdertimi i bareve te hapura dhe i banjove publike pergjate plazhitPlotesimi me keto kerkesa infrastrukture eshte nje domosdoshmeri, sepse per momentinpothuajse te gjithe vizitoret I kryejne nevojat e tyre ne det. Ndertimi i dusheve publike do tembuloje nevojat e plazhisteve. Ne kete moment ekzistojne dy apo tre ndertesa betoni qe i
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ofrojne turisteve pije freskuese dhe sherbime ushqimore. Per shkak te vleres se shkelqyernatyrore te zones se plazhit, ndertime te tjera te ketij lloji duhen te ndalohen. Ne vend tetyre, autoritetet e komunes duhet t’i japin liçenca aktiviteti operatoreve te cilet marrinpersiper ndertimin e sherbimeve te levizshme ne perputhje me zhvillimin e rregullt dheprincipeve estetike.
Arena e jashtme (ne natyre). Arena e jashtme (ne natyre). Arena e jashtme (ne natyre). Arena e jashtme (ne natyre). Arena e jashtme (ne natyre). Nje pike-takim i dedikuar me sherbime te ndertuaraposaçerisht per motorrat e ujit, eventet e garave me makina dhe biçikleta, sebashku meperdorimin zbavites. Vendi gjithashtu mund te perdoret per aktivitete apo evente te tjerazbavitese. Nje piketakim i ri jashte rruges do te konsolidonte pozicionin e zones si njelokalitet per sportet motorrike dhe te parandalonte presionin e mundshem te sigurise dheate mjedisor mbi vazhdimsine e sporteve motorrike ne rruget publike.
Keshtjella e Bashtoves. Keshtjella e Bashtoves. Keshtjella e Bashtoves. Keshtjella e Bashtoves. Keshtjella e Bashtoves. Si vendi me i madh historik ne rrugen kryesore turistike drejtzones, nje permiresim sinjifikativ ne interpretimin e kesaj pike dhe aksesit te saj nga vizitoretpropozohet ne kete strategji. Ky vend mund t’i hapet vizitoreve lokal dhe te huaj dukeorganizuar aktivitete te ndryshme zbavitese, siç jane eventet gastronomike ku recetatradicionale gatimi i paraqiten/demostrohen vizitoreve. Ne bashkepunim me autoritetetrajonale qe kujdesen per monumentet e kultures, keshtjella mund te kthehet me sukses nenje teater apo kinema te hapur, ku turistet mund te kene mundesine te shikojne filma tepakten dy here ne jave. Ne realizimin e implementimit te ketyre aktiviteteve, propozohetndriçimi i vendit se bashku me rregullimin e rruges qe te çon drejt keshtjelles.
Evenimente tematike zbavitese Evenimente tematike zbavitese Evenimente tematike zbavitese Evenimente tematike zbavitese Evenimente tematike zbavitese Nje event i caktur mbremjeje qe organizon darken dhezbavitjen per turistat me pushime te gjata sugjerohet. Temat per t’u konsideruar mund teperfshijne menu autentike, kamarier te veshur me rroba tradicionale dhe muzike. Vendetpotenciale mund te jene hotelet ekzistuese, restorantet, ose nje vend i veçante siç eshteKeshtjella e Bashtoves.
Nje pike per SerfNje pike per SerfNje pike per SerfNje pike per SerfNje pike per Serf. . . . . Propozohet nje qender qe ofron dhoma zhveshje me çeles, ruajtje,magazinim te paisjeve dhe mirembajtje. Megjithese shpenzimet ditore te ketij sporti mund temos jene te larta, qendra e re do ndihmoje ne konsolidimin e zones si sport terheqese, dorrise sensibilizimin dhe do ofroje sherbime integruese te pershtatshme per vizita ne grupeedhe jashte muajve kulmor.
Muzeu Rajonal i Kryevidhit. Muzeu Rajonal i Kryevidhit. Muzeu Rajonal i Kryevidhit. Muzeu Rajonal i Kryevidhit. Muzeu Rajonal i Kryevidhit. Megjithese nuk eshte nje atraksion kryesor turistik,ndertimi I nje muzeumi rajonal te ri ne fshatin Spille paraqet nje mundesi per t’i prezantuarturisteve aspekte te trashegimise se zones nepermjet ekzibicioneve speciale dhe/oseinterpretimit te vendeve te aferta si Rreth Grethi.
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Gryke derdhja e lumit Shkumbin. Gryke derdhja e lumit Shkumbin. Gryke derdhja e lumit Shkumbin. Gryke derdhja e lumit Shkumbin. Gryke derdhja e lumit Shkumbin. Bukuria potenciale e Gojes se Lumit Shkumbin perturizem akoma nuk eshte kuptuar. Zhvillimet e tipit me impakt te ulet duhet te perfshijneakses nga anet dhe vende qendrimi dhe perdorim i kontrolluar i mjeteve motorike perzbavitje. Bukuria e shtratit te lumit dhe ecjet aty jane gjithashtu shume te pelqyeshme.Iniciativat e zhvillimit ne rruge e siper duke perfshire qendrimet anesore, permiresimet evendit ku ecet jane te mirepritura te cilat duhen te inkurajohen me qellim eksplorimin emetejshem te bukurise dhe potencialit rekreacional te Lumit Shkumbin.
Laguna e afert e Karavastase.Laguna e afert e Karavastase.Laguna e afert e Karavastase.Laguna e afert e Karavastase.Laguna e afert e Karavastase. Kjo lagune e cila lokalizohet ne jug te derdhjes seShkumbinit eshte vendi kenetor me i madh i Shqiperise. Brenda zones se Karavastaseekzistojne tre kategori te Zonave te Ruajtura: (i) Laguna e Karavastase, e cila eshte Rezervati Ruajtur Natyror, (II) Parku Nacional i Divjakes, dje (III) Rezervati Natyror i Kularit. Kenetastrehon nje numer te madh shpendesh uji dimeror dhe eshte gjithashtu nje vend i madhbanimi per specie te rrezikuara. Te pakten gjashte specie shpendesh ne Karavastaperfaqesojne gjallesa te rendesise nderkombetare, mes te cilave ja vlen te permendetprezenca e Specieve Globalisht ne Rrezik siç jane Pelikani i Dalmacise, Shqiponja me njolla,etj. Si rrjedhoje, potencialet per rekreacion permes turizmit natyror (duke perfshireeskursionet natyraliste, vrojtimi i shpendeve, ngarja e kuajve dhe gjuetia me kritete kujdesi)jane reale dhe mund te sherbejne si magnet per terheqjen e turisteve.
TTTTTurizmi rural. urizmi rural. urizmi rural. urizmi rural. urizmi rural. Vazhdimi i projekteve turistike ne shkalle te ulet ne zonat rurale eshte shumei deshirueshem nese akomodimi eshte i lidhur me aktivitete te veçanta, si ecja, peshkimi,ngarja e kuajve, çiklizmi, etj. Megjithese turizmi rural nuk ka te ngjare te jete i forte ne treg,
Figura 2: Disa pamje nga Keshtjella e Bashtoves
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nje potencial i fshehte ekziston per te terhequr vizitore per nje experience rurale te veçante.Eshte e mundur te terheqe gjithashtu vizitore te tjere ditor. Produktet reçente te zhvilluara sidyqane ferme, studio vazosh prej dheu, shtigje fermash, dhe “vendos dhe merr” liqenepeshkimi duhen akoma te realizojne potencialin e tyre. Megjithese marketingu i pushimeverurale eshte ndoshta me i arrire duke bashkuar operatoret e tureve te veçanta dhe duke ko-operuar me zonat fqinje, vemendja duhet t’i jepet promovimit me te madh te zonave ruralendaj vizitoreve qe pushojne ne rezortat bregdetare.
8.1.2. “Atraksionet e Buta”
Nje game me e gjere atraksionesh jane identifikuar te cilat jane te afta ose te terheqinvizitore te rinj dhe / ose te pasurojne kategorite e vizitoreve te terhequr nga faktore te tjere.Ne secilin rast keto atraksione perdorin burimet ekzistuese – sherbimet dhe njerezit – dheedhe pse kane nevoje per pak investim, nuk kerkojne shume kapital.
PPPPPasurimi i joshjes se vizitoreve dhe eksperiences se tyre: Rasurimi i joshjes se vizitoreve dhe eksperiences se tyre: Rasurimi i joshjes se vizitoreve dhe eksperiences se tyre: Rasurimi i joshjes se vizitoreve dhe eksperiences se tyre: Rasurimi i joshjes se vizitoreve dhe eksperiences se tyre: Rekomandimeekomandimeekomandimeekomandimeekomandime
Ne adresimin e mangesive te nje numri iniciativash propozohen per t’u marre nekonsiderate disa aktivitete te cilat do pasuronin eksperiencen e vizitoreve dhe do rrisninshpenzimet e tyre duke i zgjatur pushimet ne zone:
Shetitjet pergjate fshatit. Shetitjet pergjate fshatit. Shetitjet pergjate fshatit. Shetitjet pergjate fshatit. Shetitjet pergjate fshatit. Zhvillimi i nje ose i dy rrugeve te pajisura me tabela per shetitjeapo çiklizem nga 2 deri ne 10 km, per shetitesit e rastit apo ata praktikues, do t’i jepninaspekteve rurale te zones aksesibilit ndaj vizitoreve, duke ofruar nje eksperience ndryshedhe plotesuese ndaj aspekteve te bregdetit ne zone.
Skema e çiklizmit falas dhe ngarjes se kuajve. Skema e çiklizmit falas dhe ngarjes se kuajve. Skema e çiklizmit falas dhe ngarjes se kuajve. Skema e çiklizmit falas dhe ngarjes se kuajve. Skema e çiklizmit falas dhe ngarjes se kuajve. Per inkurajimin e qendrimeve me tegjata dhe lehtesimin e levizjes me ndikim te ulet mjedisor brenda zones propozohet njeskeme e çiklizmit falas dhe e kalerimit me nje çmim te ulet. Autoritetet e Komunes te lidhurme nje sponsor mund ta marrin parasysh kete lloj iniciative e cila eshte shume e shpeshtene qytetet europiane. Ky sherbim do te ndihmonte ne reduktimin e trafikut te makinave nenje sere zonash apo atraksionesh te brishta. Sherbimi mund te ofrohet nga nje guidelokale, ose nga nje operator i specializuar turistik.
Shetitje “Shetitje “Shetitje “Shetitje “Shetitje “TTTTTematike”. ematike”. ematike”. ematike”. ematike”. Sugjerohen nje seri shetitjesh tematike nga pikat me densitet te lartevizitoresh si p.sh. fshati Spille. Tematikat mund te perfshijne vende historike; kisha;keshtjellen e Bashtoves, keshtjellen Turra, Lagunen e Karavastase, etj. Keto eskursioneduhet te udhehiqen nga guida te specialiuara.
Zbavitja ne hotele dhe pub-e. Zbavitja ne hotele dhe pub-e. Zbavitja ne hotele dhe pub-e. Zbavitja ne hotele dhe pub-e. Zbavitja ne hotele dhe pub-e. Nje kalendar zbavitjesh ne hotele dhe ne pabe, qeofrojne muzik, grupe, kengetare etj, - duhet te shfrytezohet per ta gjalleruar eksperiencen e
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vizitorit ne Spilleja dhe/ose ne Komunen Kryevidh. Nje program zbavitjesh ne zone mund teperfshije gjithashtu DJs, trupa teatror, etj.
TTTTTerheqja e tregjeve me interesa te veçanta: Rerheqja e tregjeve me interesa te veçanta: Rerheqja e tregjeve me interesa te veçanta: Rerheqja e tregjeve me interesa te veçanta: Rerheqja e tregjeve me interesa te veçanta: Rekomandime. ekomandime. ekomandime. ekomandime. ekomandime. Tregu potencial perzonen mund te zgjerohet ne menyre te konsiderueshme duke ofruar tregje te fshehta teidentifikuara me motivacione te veçanta per t’i vizituar. Nje numer iniciativash janepropozuar te cilat do te krijonin nje arsye per vizite per segmente te veçante te tregut qe ne tekundert nuk do te ishin te interesuar te vizitonin zonen. Propozimet ne vazhdim nisen ngaburimet ekzistuese dhe perfshijne organizimin dhe marketingun kreativ te pushimeve “vet-plotesuese” sesa nga shpenzimet ne kapitale.
TTTTTregjet Organike dhe Artizanale. regjet Organike dhe Artizanale. regjet Organike dhe Artizanale. regjet Organike dhe Artizanale. regjet Organike dhe Artizanale. Me rritjen e interesit ne ushqimet organike dhemjeshterite tradicionale, çelet nje mundesi per te ushtruar dhe organizuar nje tregagrikulturor dhe artizanal me nje baze te rregullt. Kjo perveç atraktimit te rezidenteve lokal,do te pasuronte ne menyre te konsiderueshme eksperiencen e vizitoreve te huaj dhe dogjeneronte nje reklamim te favorshem per zonen.
8.1.3. Evenimentet
Zona eshte tashme e suksesshme ne gjenerimin e nje trafiku te konsiderueshem vizitoreshdhe te shpenzimeve sinjifikative si rezultat i ofrimit te nje numri ngjarjesh vjetore. Proçesikerkimor ne stilin e jeteses tregon nje interes ne rritje ne evente dhe festivale sebashku meshndrrimin e ketyre eventeve ne nje faktor motivues, shum shpesh, kryesor per udhetim. Kjokategori e aktivitetit turistik ka nje numer aspektesh pozitive pertej prurjes imediate dheperfitimit ekonomik duke qene se keto evente luajne nje rol ne ndriçimin e profilit dhe teimazhit te destinacionit.
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Zona duhet te vazhdoje zhvillimin e metejshem te nje sere eventesh artistike dhe kulturore tecilat jane ne perputhje me tregun e deshiruar dhe kane impakte negative minimale mjedisoreapo sociale. Pozicionimi futurist i eventeve tashme te mbajtura duhet te sigurohet permesinvestimeve te nevojshme ne infrastructure dhe menaxhim. Perveç ketyre, inskenimi i eventevene fshatrat rural duhet te inkurajohet sepse ato ofrojne nje fokusim te shkelqyeshem nekulturen dhe traditat e zones, te cilat jane me interes te madh per vizitorin dhe pasurojneimazhin e destinacionit.
Nje kalendar i eventeve te reja duhet:
· te ofroje tema kulturore, sportive dhe sociale qe pasurojne imazhin epelqyeshem te destinacionit;
· te zhvillohet deri ne ate pike ku eventi te jete unik ne zonen e Durresit dheKavajes dhe idealisht i nje domethenie nacionale dhe internacionale, eventi
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kulturor “Sofra Ilire”, I organizuar nga Rajoni i Fierit eshte nje shembullperfekt ne kete kontekst;
· te jete atraktiv per sponsoret potencial;· te gjeneroje qendrime gjate nates ne sherbimet e akomodimit.
8.2. Akomodimet e Vizitoreve
Ne kontekstin e qellimit te pergjithshem dhe te kerkeses ne ndryshim te tregut, zona perballetme sfida te veçanta ne lidhje me mundesite e akomodimit te turistave. Sfida kryesore eshtenje “mos-perputhje” midis kategorive te akomodimit ekzistues dhe nevojave te neserme tetregut, veçanerisht kerkesave te vizitoreve te huaj. Problemet e ndeshura nga kategorite esherbimeve formale te akomodimit – hoteleve dhe bujtinave – keqesohen akoma me shumenga kerkesat per te ndejtur hapur per nje periudhe me te gjate, pavarsisht nga nje sezon ishkurter, dhe efiçiencave te varfra te cilat ne situaten me te mire, japin fitime te uleta. Edheme tutje, kerkesat per modernizim kerkojne kapital ne nje kohe kur perdorimi alternativ i tyrene vende te ndryshme, mund te japin nje fitim me te larte. Nese qellimi i atraksionit dherritjes se numrit te turisteve do mund te arrihet, nje numer ndryshimesh strategjike duhet teimplementohet ne sektorin e akomodimit, ne kontekstin e kompozimit te kapaciteteve sipaskategorise dhe cilesise. Qasja e pergjithshme e rekomanduar duhet te jete nje nepermjet seciles:
· arrihet nje rritje dhe rimodelim i hoteleve;· adresohen problemet unike te bujtinave tradicionale; dhe· nuk lejohet shnderrimi i zones ne nje shtepi te dyte per pushuesit qe marrin
me qira akomodime vet-kujdesese.
Faktori kryesor ne arritjen e ketyre qellimeve te pergjithshme per sektorin do te jete aftesiaper te terhequr investime e nderthurur me prospekte me te mira per tregtine. Eshte e qarteqe shtysat siç jane grantet e asistences, kredite e buta, dhe / ose lehtesimi fiscal, do te jenete nevojshme per realizimin e ketyre objektivave.
8.2.1. Hotelet
Tendencat e tregut dhe trafiku i projektuar turistik nga jashte Shqiperise tregojne njepotencial ne rritje te hotelerise per zonen. Prospektet primare te tregut perfshijne:
Segmentimin e Tregut Burimin e Tregut· Vizitore qe udhetojne me automjete Kosova, Maqedonia CE
Europe· Vizitore me pushime te shkurtra dhe mesatare Kosova, Maqedonia,
GB, Gjermania· Vizitore te interesave te veçanta GB, C. Europe
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Momentalisht zona ka veshtiresi per te plotesuar kerkesat e tregut ne kapacitet dhe/ose necilese. Me tej, ekonomia e bizneseve te hoteleve dhe bujtinave eshte teper sezonale.
Ndryshimet ne oferte duhet te perfshijne nje marketing me agresiv nga hotelet, me çmimeterheqese dhe komoditete inovative; dhe nje zhvillim te prones se perbashket dhe identitetevete bashkuara. Perveç ketyre, sektori eshte duke pare nje diferencim ne rritje te hoteleve neato me sherbime te plota dhe ato me sherbime te kufizuara.
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Nese zona do zhvillohet si nje qender turistike per vizitore vendas dhe te huaj, rritja ekapaciteteve te hoteleve do jete e domosdoshme ne kategorite me meposhtme:
· Hotelet Egzistuese: : : : : Operatoret e pranishem duhet te inkurajohen dhe tendihmohen ne menyre aktive ne premisat rimodeluese te cilat janeekonomikisht te mundshme per te perballuar kerkesat ne ndryshim te tregutsiç jane arritja e kapaciteteve optimale, dhe ofrimi i nje varieteti te larmishemsherbimesh dhe komoditetesh. Bashkepunimi dhe marketingu I perbashketdo t’i shtyje hotelet egzistuese ne arritjen e nje tregu me te gjere ne njemenyre me kosto-efektive.
· Hotelet Turistike: Te projektuara kryesisht per kujdesjen e turisteve qeudhetojne me automjete, te lokalizuara ne Plazhin e Spillese, qe ofrojne njeprodukt cilesor sherbimi 3* yjesh. Kapaciteti ideal do te ishte afersisht 30 -40 dhoma. Rekomandohet qe nje prone e tille te jete e nje firme te njohurMjedisore Nacionale si pjese e nje rrjeti te gjere qe shtrihet edhe ne Vende tetjera Europiane per te maksimizuar ne kete menyre sinergjite e tregut.
8.2.2. Bujtinat
Bujtinat tradicionale te zones prane detit jane duke vuajtur nga nje numer faktoresh qendikojne negativisht ne aspektin terheqes dhe ekonomik te ketij tregu. Keto faktore jane:
· Problemet fizike te ndertesave dhe mungesa e madhe e dhomave tepershtatshme; dhe
· Mungesa e dallueshmerise pozitive dhe atraktivitetit.
Keto faktore se bashku jane duke detyruar shume nga operatoret egzistues te falimentojnenga biznesi ose te ripozicionohen ne akomodimet me fjetje dhe mengjes (B&B).
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· Rimodelimi i premisave egzistuese: si nje çeshtje urgjente duhet t’iprezantohet Komunes, per te kerkuar asistence speciale ne grante dhe/osene lehtesim kapitali per investime ne bujtinat tradicionale;
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· Rekomandohet qe autoritetet e komunes sebashku me sponsoret potencialte projektojne nje program pilot per ringjalljen e kesaj kategorie akomodimi.Brenda ketij konteksti nje analize e kerkesave çertifikuese dhe klasifikuesepropozohet per te perballuar me mire sfidat e veçanta;
Kjo do perfshije nje program marketingu bashkepunues dhe sherbim rezervimesh teorganizuara nga sektori privat per te lehtesuar hyrjen ne tregjet e huaja.
8.2.3. Fjetje & Mengjes (B&B)
Atraktiviteti i B&B-ve, sidomos mes vizitoreve te huaj eshte shume i forte, duke kombinuarnje mikepritje tradicionale Shqiptare ne nje mjedis shtepiak me vlera te mira. Eksperiencane disa vende te tjera te Shqiperise tregon qe B&B-te kane qene kategoria me e suksesshmee akomodimit te vizitoreve gjate periudhes se rritjes turistike. Kapaciteti i rritur ka tendencete ofrohet nga pronaret e shtepive me nje çmim relativisht te vogel ne pergjigje te kerkesesse tregut. Sidoqofte, ne linje me tendencat e tregut, zona ka nevoje te rrise sasine esherbimeve te kategorise B&B. Potenciali per kete lloj akomodimi eshte veçanerisht ifuqishem mes turisteve qe udhetojne me automjete nga Evropa Qendrore dhe BallkaniPerendimor, si edhe mes turisteve me interesa te veçanta nga te gjitha tregjet.
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· Te mbeshtetet forcimi i marketingut bashkepunues brenda sektorit, ne lidhjete ngushte me organizatat reprezentative;
· Te pergatitet nje seri informacionesh per operatoret ekzistues mbi kerkesate tregut turistik; dhe
· Sebashku me agjensine GTZ dhe organizata te tjera te turizmit te perfshirane projektet e zhvillimit B&B, te mbahen nje seri seminaresh informative perfutjen e risive prospektive.
8.2.5. Karavanet dhe Kampimi
Zona ka potenciale te mira per parkime karavanesh, qe i ofrohen ekskluzivisht tregut tehuaj. Ka te ngjare qe kerkesa per shtepi te levizshme do te ulet gjate 10 viteve te fundit,ndersa nje rritje ne vizitoret e huaj do rezultoje ne kerkese te rritur nga njerezit qe udhetojneme karavane dhe kampexhojne. Udhetuesit me karavane ka shume te ngjare te jene ngaEvropa qendrore (shumica nga Gjermania dhe Hollanda) dhe do perfshijne mikrobuzakampimi ku mund te flihet. Profili i kampisteve do te jete ai i vizitoreve te rinj nga Evropaqendrore.
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· Furnizimi i vendeve te sherbimit per kamionat, furgonat udhetuese dhetendave brenda parkimeve ekzistuese
· Diskurajimi i parkingeve te reja dhe adoptimi i qasjeve konservative perzgjerimin e parkimit ekzistues;
· Inkurajimi i nje mbikqyrjeje me te madhe te mjediseve te parkimit perminimizimin e metejshem te impaktit pamor dhe eksplorimi
· I mundesise se zhvillimit te akomodimeve, te ndara nga shtepite e levizshme,por qe kane akses kundrejt sherbimeve rekreative dhe ushqimore tezakonshme.
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9. GARANTIMI I CILESISE9. GARANTIMI I CILESISE9. GARANTIMI I CILESISE9. GARANTIMI I CILESISE9. GARANTIMI I CILESISE
Duke pasur te garantuar nje mori burimesh natyrore si dhe nje numer njesish akomoduesedhe produktesh te tjera, cilesia e sherbimeve ne turizem kondicionohet nga:
· Niveli dhe mirembajtja e mjedisit; dhe· Menyra me te cilen ofrohen ato.
9.1 Mjedisi Fizik – Ruajtja dhe Kujdesi
Nga pikepamja e turizmit, mjedisi fizik perben nje burim me rendesi te veçante, pasi eshtepikerisht ky mjedis qe mund te shihet dhe te perjetohet nga vizitori. Aspektet fizike temjedisit qe mund te observohen nga turisti perfshijne:
· pejsazhin natyror dhe detar, hapesiren urbane;· plazhet, hapesirat publike, pyjet dhe pronat e tjera te komunes;· Rruget, sheshet e parkimit dhe trotuaret;· Vendet dhe ndertesat historike;· Rrjeti i shitjeve me pakice;· Akomodimet e vizitoreve;· Hapesirat publike (shetitoret, molet detare, etj).
Rendesia e nje mjedisi te permiresuar nuk mund te nenvleftsohet. Prandaj eshte edomosdoshme nevoja e vazhdueshme per gjetjen e mekanizmave te pershtatshem teplanifikimit me te cilat duhet nderhyre per ndryshimin dhe berjen e rregullimeve tenevojshme.
9.1.1 Planifikimi dhe perdorimi i tokes
Zhvillimi dhe mbrojtja e mjedisit ne menyren e deshiruar nga turisti eshe me rendesi kritikeper komunen. Turizmi luan nje ndikim shume te madh mbi perdorimin dhe zhvillimin etokes, ndikim i cili mund te jete edhe i demshem.Turizmi mund te sjelle gjithashtu problemeper ruajtjen e cilesise se mjedisit, si psh erozionin e tokes, shfrytezim tej mase te tokes dhe
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ndotjen e ujrave te bregdetit. Keto probleme duhen patur ne qender te vemendjes nesedeshirohet te zhvillohet nje model i qendrueshem turistik per te ardhmen.
9.1.2. Perllogaritja e kapaciteteve mbajtese
Perllogaritja e kapaciteteve mbajtese behet duke mbajtur parasysh parametrat emeposhtem:
· Burimet natyrore. Keto kane lidhje me teper me mbrojtjen e burimevenatyrore dhe ne veçanti cilesine e ujit te detit;
· Aksesin e zones, d.m.th afersine me aeroportin, portin si dhe numrin enjerezve qe udhetojne me autobuse, makina pivate, etj.
· Dimensioni i zones dhe morfologjia e mjedisit, e cila percakton densitetin,lartesine maksimale te ndertimeve,si dhe komponentet estetike.
Llojet e formave te mundshme te turizmit, bashke me kapacitetet e tyre mbajtese dhe ato teSpillese jepen ne tabelen 10 si me poshte:
TTTTTabela 10:abela 10:abela 10:abela 10:abela 10: Vleresimi i kapaciteteve mbajtese per zonen
Pershkrimi
Zona e Spillese shtrihet ne nje plazh me shtrirje relativisht te gjate. Pjesa e pasme e plazhit eshte e mbuluar me nje pyll te dendur me pisha.
Llojet e mundshme te turizmit
Turizem i nevilit te mesem Vend i pershtatshem per ndertimin e rezorteve turistike ne formen e ndertimeve te uleta deri ne tre kate ne pjesen e pasme te pyllit dhe pjesen e kodrave. Rruget kryesore dhe ato dytesore duhet te permiresohen ndjeshem.
Masa specifike per mbrojtjen e mjedisit
Mungese e sistemit te kanalizimit te ujrave te zeza dhe trajtimit te mbeturinave, qe perben nje nga problemet me shqetesuese per infrastrukturen e zones e qe duhet zgjidhur sa me pare. Rregulla strikte per urbanizimin dhe arkitekturen e ndertimeve ne zona te reja qe do te zhvillohen ne te ardhmen.
Vleresime te kapaciteteve mbajtese te zones
Jo me shume se 100 shtreter/ha, ose 100m2 territor plazhi per turiste.
Burimi: Vleresimi i konsulentit, Udhezues per zhvillimin e turizmit ne Shqiperi
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9.1.3. Nevoja per nje qasje te integruar
Nga analiza e mesiperme del qarte nevoja e zhvillimit te modeleve per planifikiminhapesinor te turizmit dhe qe jane te afta ne kapercimin e problemeve si p.sh. sezonaliteti,ose mbishfrytezimi i burimeve. Ne kontekstin e planifikimit te mjedisit dhe turizmit eshte erendesishme te merren ne konsiderate elementet e meposhtem:
· Turizmi eshte nje fenomen i gjalle dhe ndodhet vazhdimisht netrasnsformim. Kontrolli mbi planifikimin e territorit do te jete efektiv vetemnese orientohet nga ruajtja e mjedisit duke krijuar forma te pershtatshmemenaxhuese te mjedisit dhe te zhvillimit te produktit turistik;
· Projektet e menaxhimit, planet dhe metodologjite duhet te jene tepershtashme per realitetin ne menyre qe kontribojne ne permiresimin eproduktit te vjeteruar dhe identifikimin e zonave optimale per zhvillim. Njeplan i integruar per kete qellim eshte shume i rendesishem per te garantuarcilesine e mjedisit rrethues.
· Analiza e proçesit te zhvillimit te zonave turistike, duhet te marre nekonsiderate edhe parametra te tjere, si elementin kohor, sinergjine dhe vlerate tjera lokale.
9.2. Pervojat dhe projektet pilote
Eshte e keshillueshme eksperiementimi i projekteve pilote me theks ne:
· Pergatijen e modeleve hapesinore per zhvillimin e turizmit;· Promovimin e partneritetit dhe pjesemarrja ne aktivitete te perbashketa
ndermjet sektorit publik dhe atij privat, per te garantuar qe te gjithe aktorette angazhohen ne projekte te perbashketa, duke permiresuar keshtuzbatimin me sukses te tyre.
Rehabilitimi i rruges ne hyrje te fshatit nga fondet e FSHZH-se mund te konsiderohet njeshembull i mire i projekteve te tilla qe i sherbejne permiresimit te pamjes dhe te mjedisiturban te fshatit. Sidoqofte ka shume nevoja dhe ide te cilat mund te behen realitet me anete mundesive te tjera financuese. Permes mundesive te tilla mund te realiziohen projekte neshkalle te vogel te cilat mund te diversifikojne ekonomine e zones rurale te Kryevidhidhitduke u fokusuar ne turizem.
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Per planifikimin dhe perdorimin e tokes jane te rendesishme per tu marre ne konsiderateaspektetet e meposhtme
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· Ka nevoje te ngutshme per nje plan te detajuar dhe mbeshtetje insitucionaleper te siguruar kontekstin relevant dhe zhvillimin e instrumenteve pergjenerimin e punesimit, zhvillimit te infrastruktures, dhe sigurimin esherbimeve per zhvillimin e turizmit.;
· Modeli i zhvillimit per projektete turistike do te lejonte optimizimin e mjedisitrrethues. Nje gje e tille do te mund te behej duke marre ne konsiderate kartakteristikat dhe cilesine mjedisit nga njera ane dhe volumit e shperndarjesse zhvillimeve te propozuara nga ana tjeter. Rendesia e shkalles, profilit, dhemases se ndertimeve duhet marre gjithashtu ne konsiderate pa shkaktuardeme ne mjedis;
· Persa i perket identitetit, ka nevoje qe te ruhet autenciteti i shtepive ruraleme fokus ne:
- Perdorimin e materialeve autentike, si tulla, avlli, arkitekture lokale, etj.- Promovimin e restoracionit dhe demonstrimit te projekteve, me fokus ne
rigjenerimin e mjedisit urban- Nevojen per nje trajtim multi-disiplinar te problemeve qe lidhen me turizmin.
· Planifikimi i turizmit duhet bere duke u bazuar tek kritere te cilesise dheintegrimit te harmonizuar mes turizmit dhe mjedisit, nje mase qe duhet tekete rendesi te madhe ekonomike, strategjike dhe politike.
9.3. Infrastruktura
Infrastruktura konsiderohet gjithmone si diçka e realizuar dhe ndikon ne produktin turistikpersa kohe qe mungesat e saj behen te dukshme dhe evidente. Persa i perket kerkesave perzhvillimin e infrastruktures, realizimi i nje programi te menaxhimit te mbeturinave eshte tejet irendesishem. Per zhvillimin e infrastruktures nevojitet angazhimi i sektorit privat dhe publikper zhvillimin e metejshem te Spillese si destinacion turistik. Per me teper, me rritjen endergjegjesimit te vizitoreve mbi vlerat e larta mjedisore te zones, Spilleja fiton edhe meshume avantazhe konkuruese. Rikonstruksioni i plote i rruges qe lidh korridorin kombetar tejugut te Shqiperise me fshatrat e komunes ne fillim te sezonit turistik, do te sjelle avantazhete medh per aktivitet turistike ne rajon. Sidoqofte rikonstruksioni i disa rrugeve lokale qelidhin produktin kryesore turistik perfaqeson nje tjeter sfide per autoritetet e komunes. Nderrruget me te rendesishme per t’u rikonstuktuar jane:
· ajo qe lidh fshatin e Spillese me Keshtjellen e Bashtoves; dhe· rruga qe lidh vendin e propozuar per kamping me rulot.
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Strategjia qe inkurajon levizje me te madhe te vizitoreve, dhe qe parashikon zhvillimin eturizmit bregdetar dhe rural, karavanet dhe pushimet me interes te veçante kerkon investimene sinjalistiken turistike dhe menaxhimin e trafikut.
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· Sinjalistika – duhet zhvilluar ne menyre te gjithanshme dhe te integruar,duke iu pergjigjur normave turistike nderkombetare.
· Rruget per kembesoret - shtigjet, sheshet, parqet, siperfaqet e gjelbra,aksesi drejt detit dhe vendeve te rendesishme duhen integruar dherregulluar per t’i krijuar pervoja me te mira dhe mbreselenese per vizitoret.
· Manaxhimi trafikut, veçanerisht ne zonen e fshatit dhe ne mjediset medendesi me te madhe vizitoresh kerkon vemendje ne te ardhmen. Masat qemund te merren ne kete drejtim si p.sh. aplikimi i pagesave per hyrjen emakinave ne zonen e plazhit, parkimi i autobusave, caktimi i zonave strikteku nuk lejohet parkimi jane te nevojshme per çlirimin e ngjeshjeve dhepermiresimin e mjedisit per vizitoret, banoret rezidente dhe bizneset lokale.
9.3.1. Plazhet
Zona e Spillese eshte e shquar per cilesine e plazheve te saj. Me rritjen gjithnje e me temadhe te kerkesave te vizitoreve per plazhe te pastra aplikimi dhe zbatimi i EtiketesKombetare Mjedisore. (EKM) duhet te jete nje objektiv prioritar.
FFFFFigura 3igura 3igura 3igura 3igura 3: Pamje nga plazhi i Spillese
9.3.2. Permiresimi urban
Krijimi dhe zbatimi i programeve te permiresimit ambiental per territorin e komunes duhet tejete nje prioritet per artikitekturen dhe vlerat estetike te zones. Sa me mire te mund tepermiresohen mjediset para dyqaneve egzistuese te zones duke i zbukuruar me lule dheelemete te tjere dekorative, aq me atraktive do te behen ato per vizitoret.
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9.4. Shperndarja hapesinore e turizmit
Karakteristikat e zones ofrojne kapacitete te mjaftueshme per shperndarjen e turizmit ne tegjithe territorin e komunes. Fshati i Spillese do te vazhdoje te jete “thithesi” kryesor ivizitoreve per shkak te fasiliteteve, atraksioneve dhe sherbimeve qe ofron. Elementet emeposhtem pershkruajne atraksionet kryesore te zones ne kontekstin e strategjise sepropozuar per zhvillimin e turizmit.
Fshati i Spillese:Fshati i Spillese:Fshati i Spillese:Fshati i Spillese:Fshati i Spillese: Fshati do te vazhdoje te terheqe turiste te cilet deshirojne te perjetojneB&Bs, shtepite e mikut dhe llojet e tjera te hoteleve familjare. Me nje rritje te numrit teturisteve ne zone, sfide kryesore per te ardhmen mbetet permiresimi i pamjes dhe iatraktivitetit te qendres se fshatit duke ruajtur pamjen dhe karakterin lokal. Per kete arsyeduhen pergatitur plane fizibiliteti per restaurimin e jashtem dhe meremetimin e shtepive tecilat kane pamje me te dukshme. Inkurajimi i zhvillimit te rrjetit tregetar me ate te kateringutne zonen e plazhit, duhet konsideruar prioritet per komunen ne te ardhmen.
Plazhi i Spillese:Plazhi i Spillese:Plazhi i Spillese:Plazhi i Spillese:Plazhi i Spillese: Plazhi do te vazhdoje te sherbeje si atraksioni kryesor i turisteve ne zone.Permiresimi i zones qe lidh territorin e komunes me korridorin kombetar te jugut do tepermiresoje aksesin e turisteve qe duan te vijne ne plazh, bashke me rritjen e numrit temakinave dhe te nevojes per parkim. Prandaj, ne dallim nga zonat e aferta te Gjirit teDurresit dhe te Golemit, plazhi i Spillese duhet te ruhet nga zhvillimi i pakontrolluar dukeofruar hotele dhe motele te vegjel, kampingje dhe karavane dhe pergjithesisht zhvillime neshkalle te vogel. Fasilitetet e nevojshme turistike qe lidhen me plazhin si p.sh. sportet ujore,ecjet neper zonen e bregut, duhen stimuluar per t’u zhvilluar ne te ardhmen, bashke memundesite e psonisjes dhe te kateringut.
Fshatrat e komunes:Fshatrat e komunes:Fshatrat e komunes:Fshatrat e komunes:Fshatrat e komunes: Restoracioni i mjedisit rrethues ne fshatrat e komunes, permesrivitalizimit te dyqaneve dhe objekteve te tjera tregtare duhet te jete prioritet i komunes ne teardhmen. Fshatrat kane nevoje te krijojne nje qender me stil dhe arkitekture vendase, dhemundesi te zhvillimit te objekteve publike.
KKKKKalate e Bashtoves dhe te Talate e Bashtoves dhe te Talate e Bashtoves dhe te Talate e Bashtoves dhe te Talate e Bashtoves dhe te Turres:urres:urres:urres:urres: Keto monumente kulturore te cilat mund tekombinohen me aktivitetetin e ecjes dhe shetijeve ne natyre, jane shume potenciale per teterhequr me shume vizitore ne te ardhmen. Rivitalizimi i tyre, i mbeshtetur nga guidat lokale,se bashku me prezencen e projekteve te ndryshme artizanale dhe te suvenireve, si dheorganizimi i evenimenteve te ndryshme kulturore do te perbenin apele te fuqishme perturistet ne te ardhmen.
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9.5. Zhvillimi i burimeve njerezore
Si industri e sherbimeve, cilesia e pervojes turistike varet ne menyre te konsiderueshme ngasjellja e punonjesve qe nderveprojne me vizitorin. Sfida me te cilen ballafaqohen te gjithadestinacionet turistike eshte garancia qe te gjitha procedurat dhe mekanizmat e percjelljesjane funksionale per te siguruar konsistence ne standartet dhe sherbimet qe I ofrohenvizitorit. Suksesi varet si nga personeli menaxhues, ashtu edhe nga personeli qe eshte nekontakt te drejperdrejte me vizitorin. Prania e personelit te trajnuar mire perben nje burim teçmuar per zhvillimin e turizmit. Industria e turizmit ne komunen Kryevidh ballafaqohet menje numer sfidash, si p.sh. permiresimi i nivelit te sherbimit, rritja e numrit te personave tetrajnuar, migracionin e te rinjve ne qytetet e medha, etj.
Arsimi profesional dhe trainimi ne te gjitha nivelet jane faktore shume te rendesishem nezbatimin e programit te sigurimit te cilesise. Zhvillimi i vazhdueshem i burimeve njerezoreperben nje aspect, i cili kerkon kryerjen e investimeve nga sektori privat.
RekomandimeRekomandimeRekomandimeRekomandimeRekomandime
· Nevoja e organizimit te nje serie seminaresh per pronaret e hoteleve tezones, menaxheret e hoteleve dhe te restoranteve perben nje nevojeurgjente. Keto seminare do te duhet te fokusohen ne sfiden se si mund teplotesohen me mire nevojat e tregjeve te reja duke iu referuar “praktikaveme te mira” ne destinacionet konkuruese;
· Tok me Shoqaten Shqiptare te Turizmit dhe Universitetin Evropian perTurizmin pergatitja e moduleve te trajnimit per stafin qe punon ne hoteleridhe restoranteri duhet te filloje sa me shpejt te jete e mundur;
· Gjithashtu duhen marre ne konsiderate programet e trajnimit per guidaturistike per individe te veçante me njohuri mbi zonen.
9.5.1. Sherbimet e Informacionit Turistik
Ne çdo destinacion turistik ofrimi i nje sherbimi cilesor informues mund te rrise ndjeshemperjetimin e vizitorit. Kerkimet ne kete fushe kane treguar qe informacioni i ofruar ne menyreprofesionale dhe ne vend, influencon pozitivisht ne sjelljen e turistit persa I perketkoheqendrimit te tij dhe nivelit te parave te shpenzuara.
RekomandimeRekomandimeRekomandimeRekomandimeRekomandime
· Do te ishte pozitive krijimi i vendeve ku mund te afishohet vete - informimnga vizitoret ne pika te caktuara ne zones;
· Duhet marre ne konsiderate krijimi i zyres se informacionit turistik ne hyrje tefshatit te Spillese, ku ka dhe densitet me te madh te vizitoreve;
· Duhet paraqitur sistemi i sinjalistikes turistike; dhe· Duhet rekrutuar nje rrjet vullnetaresh qe mund te sherbejne si guida turistike.
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10. MENAXHIMI DHE ORGANIZIMI10. MENAXHIMI DHE ORGANIZIMI10. MENAXHIMI DHE ORGANIZIMI10. MENAXHIMI DHE ORGANIZIMI10. MENAXHIMI DHE ORGANIZIMI
10.1. Menaxhimi
Kuadri rregulluesKuadri rregulluesKuadri rregulluesKuadri rregulluesKuadri rregullues
Fushat kryesore te zbatimit te ligjit qe percaktojne cilesine dhe qendrueshmerine e produktitturistik jane planifikimi dhe kontrolli mbi mjedisin, te shoqeruara me marken e cilesise dhekriteret e klasifikimit.
RekomandimeRekomandimeRekomandimeRekomandimeRekomandime
Zbatimi rigoroz i kontrollit mjedisor, mbi ndertimet publike dhe private eshte shume inevojshem per te siguruar qendrueshemerine e zones si destionacion turistik.
StimujtStimujtStimujtStimujtStimujt
Zbatimi i strategjise se propozuar nuk mund te realizohet pa investime qofte ne sektorinpublik, ashtu edhe ne ate privat. Pervojat e vendeve te tjera ne kete drejtim kanedemostruar perfitimet nga lehtesirat ne ivestime si instrumente te rendesishme per:
· Stimulimin e investimeve ne sektorin privat;· Terheqjen e kapitaleve ne sektorin turizmit;· Inkurajimin e rifutjes ne qarkullim dhe zgjerimit te investimeve;· Garantimin e nje fleksibiliteti me te madh per t’iu pergjigjur situatave
problematike, ose tendencave ne rritje.
Zakonisht, stimujt ne investime perfshihen ne kategori te tilla si - grante; kredi “te buta”,ose te subvencionueshme; si dhe stimuj te tatim-taksave. Stimujt qe u referohen tatim-taksave jane pergjithesisht me efektive ne stimulimin e investimeve, dhe pergjithesisht meatraktive per qeverite.
RekomandimeRekomandimeRekomandimeRekomandimeRekomandime
Komuna mund t’i propozioje per miratim nje skeme insentivash qeverise e cila mund teperfshije:
· Kreditimin e kapitalit financiar per bizneset;· Lehtesira tatimore, ose subvencionime per shpenzimet e marketingut dhe te
trainimit te fuqise punetore;
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Eshte e rekomandueshme gjithashtu paraqitja e mekanizmave financiare stimulues perarritjen e objektivave strategjike si p.sh:
· Rikonstruksioni dhe rregullimi i akomodimeve private per vizitoret;· Zhvillimi i produkteve te reja specifike;· Permiresimi i mjedisit;· Investimet ne “atraksionmet”, te cilat gjykohen shume te deshirueshme nga
vizitoret dhe te mundshme per tu realizuar dhe· Investiment ne marketing dhe zhvillimin e burimeve njerezore.
Perzgjedhja e masave specifike duhet te jete ne funksion te pershtatshmerise, efektivitetit,dhe eficences administrative te komunes.
10.2. Menaxhimi i Tranzicionit
Konsiderata me e rendesishme ne realizimin e tranzicionit eshte perputhja e kerkeses meoferten. Eshte shume e rendesishme qe oferta (lloji, cilesia dhe sasia) te te gjithe elementeveqe formojne produktin turistik te Spillese te zhvillohen ne menyre te qendrueshme. Eshtegjithashtu shume e rendesishme qe kerkesa per zona turistike te perputhet me zhvillimin eproduktit qe kerkohet nga strategjia.
Per te bere te mundur realizimin e simetrise se siperpermendur eshte i nevojshemmenaxhimii elementeve te shumefishte qe balancojne kerkesen dhe oferten ne turizem.
RekomandimeRekomandimeRekomandimeRekomandimeRekomandime
FFFFFazat e zbatimitazat e zbatimitazat e zbatimitazat e zbatimitazat e zbatimit
Zbatimi i suksesshem strategjik kerkon qe ndryshimi I propozuar te jete gradual, ose i ndarene faza. Keto faza mund te konsiderohen si tre periudha te veçanta kohore:
- Faza I - viti 2009 shenon adoptimin e strategjise;- Faza II - vitet 2010-2012;- Faza III – periudha nga viti 2012 deri ne vitin 2014.
· PPPPProçesi i zbatimitroçesi i zbatimitroçesi i zbatimitroçesi i zbatimitroçesi i zbatimit
Ne proçesin e menaxhimit te implementimit nevojitet te merren parasysh tre faktore integralqe jane:
- Komunikimi i strategjise tek te gjithe aktoret ne menyre qe te kete nje kuptim dhepranim te gjere te asaj qe synohet te arrihet;
- Identifikimi i aktoreve kryesore dhe i roleve perkates per zbatimin e strategjise;- Krijimi i struktures se pershtatshme per mbeshtetjen dhe zbatimin te strategjise.
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Per zbatimin e strategjise eshte e nevojsshme nje planifikim i detajuar i saj.
10.3. Strukturat Organizative
Menaxhimi dhe zbatimi i strategjise mund te lehtesohet ndjeshem nese do te kete njestrukture te pershatshme organizative funksionale. Kompleksiteti i industrise se turizmit dherrethi i gjere i interesave te aktoreve te perfshire ne kete sektor, diktojne nevojen e krijimit tepartneritetit publik-privat me qellim lehtesimin e proçesit te planikimit, koordinimin dhezbatimin e strategjise se turizmit. Shembujt e praktikave pozitive ne vende te tjera,evidentojne nevojen e perfshirjes se te gjithe aktoreve ne nje partnerit efektiv sektor publik –sektor privat.
Per kriijimin e nje partneriteti te tilla rekomandohen strukturat e meposhtme:
KKKKKeshilli i Keshilli i Keshilli i Keshilli i Keshilli i Komunes Kryevidh. omunes Kryevidh. omunes Kryevidh. omunes Kryevidh. omunes Kryevidh. Ky organ do te luaje rolin drejtues permes hartimit tepolitikave qe do te informojne te gjithe aktoret rreth vendimeve qe do te merren ne lidhje meturizmin. Keto politika duhet te krijojne gjithashtu shtysa per krijimin e strukturave te reja tenevojshme per zbatimin e strategjise. Per te qene ne gjendje per te permbushur rolin e tijmund te jete e nevojshme riorganizimi i struktures organizative te komunes per te garantuarrritjen e kapaciteteve ne perputhje me kerkesat qe shtron mjedisi i jashtem komercial.Zbatimi i strategjise lidhet me realizimin e shume detyrave komplekse dhe te veshtira. Per tegarantuar implementimin e tyre, eshte e nevojshme krijimi i lidershipit novator dhekompetent ne vendimarrje nga perfaqesuesit e autoriteteve lokale ne bashkepunim tengushte me sektorin privat.
Shoqata e Hoteliereve te Spillese. Shoqata e Hoteliereve te Spillese. Shoqata e Hoteliereve te Spillese. Shoqata e Hoteliereve te Spillese. Shoqata e Hoteliereve te Spillese. Si organizate qe bazohet ne komunitet, kjo shoqatemund te inkurajoje dhe te mbeshtese iniciativat e zhvillimit te turizmit per te nxitur zhvillimin eturizmit ne zone. Roli dhe aktivitetet e saj duhet te perfshijne aktoret publike dhe private sidhe vullnetaret dhe perfaqesuesit e komunitetit. Nese kjo shoqate do te jete funksionle, ajomund te konsiderohet si partnere e shoqatave me te medha te ngjashme me te si p.sh.Shoqata Shqiptare e Turizmit (ATA), e cila perfshin mbi 120 anetare ne sektoret eakomodimit, restoranterise dhe agjencite e udhetimeve.
Njesia per Zhvillimin e TNjesia per Zhvillimin e TNjesia per Zhvillimin e TNjesia per Zhvillimin e TNjesia per Zhvillimin e Turizmit. urizmit. urizmit. urizmit. urizmit. Kjo njesi duhet te funksionoje brenda organogramesse komunes dhe duhet te perfshije perfaqesues nga stafi i komunes dhe sektori privat. Disanga detyrat e kesaj njesie mund te jene:
- Krijimi i prioriteteve dhe identifikimi i tregjeve turistike te territorit;- Lobimi tek qeveria qendrore mbi çeshtjet qe lidhen me turizmitn si p.sh kuadri
rregullues, investimet, çeshtjet e planifikimit dhe ato mjedisore, etj;- Monitorimi i zbatimit te Planit te zhvillimit te Turizmit per Komunen Kryevidh;- Marketingu dhe monitorimi i iniciativave specifike te lidhura me zhvillimin e
produktit, menaxhimin mjedisor, marketing promocionin, ofrimin e sherbimevecilesore, dhe
- Vleresimi i arritjeve dhe i synimeve te caktuara.
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Sektori privat. Sektori privat. Sektori privat. Sektori privat. Sektori privat. Asnje lloj planifikimi mbi pjesen e investimeve publike nuk mund te çojedrejt krijimit te avantazheve konkuruese ne turizem pa patur koordinim te ngushte mesektorin privat ne kete proçes. Fushat kryesore te zhvillimit perfshijne:
· Zhvillimin dhe novacionin e produktit: Barra kryesore per zhvillimin eproduktit dhe te sherbimeve turistike per tregjet e synuara dhe segmente tevecanta te tyre, i bie sektorit privat. Prandaj ky proçes duhet te mbeshtetetnga standarte te pershtatshme per zhvillimin e lehtesirave te turizmit dhe dote kerkoje edhe inpute nga konsulentet e perfshire ne zhvillimin e produktitdhe te sherbimeve me nje identitet specifik te veçante.
· Marketingu dhe Shitjet: Ka nje nevoje urgjente per industrine qe te rishikojeaftesine e saj ne fushen e marketingut dhe te shitjeve. Kalimi nga varesianga tregjet masive drejt atyre te segmentuara, kerkon posedimin e teknikavete nevojshme te marketingut. Nje gje e tille kerkon perdorimin eteknologjive bashkekohore ne zhvillimin e programeve te permbushjes sekerkeses se konsumatorit permes formave direkte dhe indirekte temarketingut.
· Cilesia e sherbimeve te ofruara: Per industrine e turizmit ne rajon eshte enevojshme rritja e nivelit te kompetences ne fushen e menaxhimit teburimeve njerezore per te transmetuar permes saj nje kulture cilesore neofrimin e sherbimeve. Turizmi ne rajon duhet te coje drejt programeve tecertifikimit te cilesise, qe synojne identifikimin dhe certifikimin e praktikavebashkekohore te perparuara si kusht per arritjen e avantazheve te turizmitte qendrueshem.
· PPPPPerfshirja e Kerfshirja e Kerfshirja e Kerfshirja e Kerfshirja e Komunitetit Lomunitetit Lomunitetit Lomunitetit Lomunitetit Lokalokalokalokalokal
Rolet dhe prioritetet e autoriteteve lokale dhe te grupeve te komunitetit perfshijne:
- Edukimin e popullsise lokale dhe realizimin e programeve te ndergjjegjesimit;- Mbrojtjen e mjedisit lokal, promovimin e iniciativave mbrojtese te tij;- Promovimin e identitetit lokal / rajonal;- Stimulimin e iniciativave te zhvillimit te produktit lokal ne partneritet me sektorin
privat;- Ofrimin e sherbimeve per vizitoret; dhe- Promovimin e traditave mikpritese te zones.
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REKREKREKREKREKOMANDIME PER ZHVILLIMIN E BREGDETIT NEOMANDIME PER ZHVILLIMIN E BREGDETIT NEOMANDIME PER ZHVILLIMIN E BREGDETIT NEOMANDIME PER ZHVILLIMIN E BREGDETIT NEOMANDIME PER ZHVILLIMIN E BREGDETIT NETERRITTERRITTERRITTERRITTERRITORIN E KORIN E KORIN E KORIN E KORIN E KOMUNES KROMUNES KROMUNES KROMUNES KROMUNES KRYEVIDHYEVIDHYEVIDHYEVIDHYEVIDH
Rekomandime dhe nevoje per masa urgjente
Analiza e kontekstit te zhvillimit fizik, mjedisor, institucional dhe human qe eshte paraqiturne kete studim, synojne ne indentifikimin e pengesave kryesore dhe te mundesive perarritjen e objektivave per zhvillimim turizmit ne Komunen Kryevidh. Bazuar ne kete analize,me poshte jepen disa rekomandime per t’u marre ne konsiderate nga autoritetet ekomunes dhe aktoret e tjere.
Persa i perket urgjences, masat mund te rekomandohen si: urgjente, afat-shkurtra, afat-mesme dhe afat-gjata.
Duke iu referuar shkalles se zhvillimit potencial te turizmit ne bregdetin Spillese, masat emeposhtme jane te rekomandueshme per t’u marre ne konsiderate:
1. Rripi bregdetar prej 200 m nga deti duhet shpallur si zone bregdetareveçanerisht e mbrojtur dhe me nje rendesi te veçante per komunen.
2. Çdo ndertim turistik brenda zones se mbrojtur mund te kryhet, vetem pasmiratimit te planit rruegullues per zonen. Perjashtim nga ky rregull mund tebehet vetem brenda zones urbane te fshatrave te komunes. Qellimi ipergatijes se planit te detajuar eshte percatimi i sistemit te hapesirave teperbashketa, duke perfshire sistemin e rrugeve dhe sherbimet mbeshtetesete infrastruktures.
3. Ndertimi i objekteve turistike brenda zones se mbrojtur mund te kryhetvetem pasi hapesirat publike, te nenkategorizohen ne sistem rrugore,siperfaqe te gjelbra, ne varesi te kerkesave te planit urbanistik.
4. Te gjitha ndertimet turistike dhe rezidenciale nuk duhen lejuar te ndertohenne largesi me te vogel se 100 m nga vija e ujit. Brenda kesaj hapesire, intervenimet e mundshme mund te perfshijne: hapesirat publike, zonatrekreative, sherbimet ambulatore dhe ato zbavitese turistike, si dheinfrastrukturen e nevojshme bregdetare, (rruget dytesore, sheshet eparkimit, etj.)
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5. Ndertimet rezidenciale brenda zones se zhvillimit te turizmit nuk duhenlejuar. Nuk duhen dhene leje per ndertimin e ndertesave dheapartamenteve, te cilat ne shumicen e rasteve perfundojne si objekte pertregun e pasurive te paluajtshme.
6. Duhen marre masa per te mos lejuar perhapjen e ndertimeve pergjateplazhit te Sipllese, siç ka ndodhur vitet e fundit ne Plazhin e Durresit dhe teGolemit. Plani urbanistik ne nivel komune duhet te ofroje kritere te qarta,mundesisht te matshme, duke iu referuar madhesise se ndertimeveegzistuese, siperfaqes se tokes ne administrim te komunes, si dheparashikimeve mbi zhvillimet turistike ne te ardhmen. Masa te tilla duhetta mbrojne zonen bregdetare te Spillese nga ndertimet e pakontrolluara,duke garantuar nje balance te kerkeses dhe ofertes per troje ndertimi
7. Brenda proçesit te planifikimit urban duhen zhvilluar metodika pervleresimin e gjendjes se objekteve te trashegimise kulturore dhe natyrore, tecilat mund te vihen ne rrezik nga zhvillimet e mundshme turistike. Ketovlera, veçanerisht ato te ekosistemit te Spillese perfaqesojne nje atraksion terendesishem per industrine turistike, ndaj dhe duhen ruajtur dheadministruar me kujdes.
8. Turizmi ne Spille nuk duhet lejuar qe te shnderrohet ne nje sektor superdominant ne zhvillimin ekonomik te zones. Bujqesia dhe peshkimi, teshoqeruara me industrite perkatese perpunuese, nje sektor i fortesherbimesh, veçanerisht ai tregtar i kombinuar ne bizneset e turizmit,ofrojne balance me te mire per diversitetin ekonomik.
9. Zhvillimi masiv i turizmit qe shpesh mundesohet nga investitoret e huaj kaprovuar te shoqerohet me demtime serioze mjedisore, ekonomike dhesociale. Nga ana tjeter zhvillimi dominant i turizmit nga investitoret e huajsjell nje transferim te konsiderueshem te fitimeve jashte vendit. Ne tekundert, nje rritje e ngadalshme me zhvillime ne shkalle te vogel dhe me njeperfshirje te konsiderueshme te investimeve lokale ofron nje mundesi shumeme te mire ne pershtatjen me kushtete egzistuese. Kjo forme sjell gjithashtunje perfshirje me te madhe te aktoreve vendas, çka shoqerohet me njeintegrim dhe kthim me te shpejte te perfitimeve per komunitetin lokal.
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HJA
TEG
JIK
– PE
RMBL
EDH
JATE
GJI
K –
PERM
BLED
HJA
E PL
AN
IT T
E VE
PRIM
ITE
PLA
NIT
TE
VEPR
IMIT
E PL
AN
IT T
E VE
PRIM
ITE
PLA
NIT
TE
VEPR
IMIT
E PL
AN
IT T
E VE
PRIM
IT
Ref
. A
ktiv
itet
et
Ko
ha
Rez
ult
ati
Per
gje
gje
si
Kry
eso
r
Par
tner
et
Ko
sto
ja e
p
aras
hik
uar
1
1.
1.1
Men
axh
imi i
pro
çesi
t
“Pas
qyrim
i i v
izio
nit”
tek
te g
jjith
e ak
tore
t (lo
kal /
raj
onal
e /k
ombe
tare
) -
Info
rmim
e / t
akim
e -
Pub
licite
t ne
med
ia
2009
G
jetja
e
mire
kupt
imit
dhe
e m
besh
tetje
s ng
a se
ktor
et
- P
rivat
e -
Pub
like
- V
ulln
etar
et
P
rogr
ame
prio
ritar
e
Kom
una
K
ryev
idh
Te
gjitj
he
1.2
Kri
jimi I
zyr
es p
er z
hvi
limin
e t
uri
zmit
G
rup
i vo
gel
kesh
illim
or a
ktor
esh
(nga
sek
tori
publ
ik d
he p
rivat
) te
cile
t mun
d te
kon
trib
ojne
ne
zhvi
llim
in e
str
ateg
jise
se tu
rizm
it)
Tak
ime
te g
rupi
t ne
periu
dha
3 dh
e 6
muj
ore
2009
P
lani
vje
tor
I pun
es
Id
entif
ikim
I pr
ojek
teve
prio
ritar
e
Iden
tifik
imi m
unde
sive
te fi
naci
mit
F
acili
tim n
e pe
rgat
itjen
e p
roje
ktev
e
Kom
una
K
ryev
idh
Zyr
a pe
r Z
hvill
imin
e
Tur
izm
it
1.3
Mo
nit
ori
mi i
pla
nit
te
pu
nes
3-
muj
or
R
ishi
kim
i pr
ogre
sit
R
ifres
kim
I de
tyra
ve p
er te
ard
hmen
. K
omun
a
Kry
evid
h Z
yra
per
Zhv
illim
in
e T
uriz
mit
1 Kjo
kol
one
perm
ban
para
shik
ime
te p
eraf
erta
vet
em p
er p
ropo
zim
et p
er n
derh
yrje
ne in
frast
rukt
ure,
akt
ivite
tet p
rom
ocio
nale
dhe
te m
arke
ting-
prom
ocio
nit.
68Pl
ani i
Zhv
illim
it L
okal
- K
omun
a K
ryev
idh
Ref
. A
ktiv
itet
et
Ko
ha
Rez
ult
ati
Per
gje
gje
si
Kry
eso
r
Par
tner
et
Ko
sto
ja e
p
aras
hik
uar
2
2.
2.1
2.1.
1
Pro
gra
mi S
trat
egjik
per
Zh
villi
min
e P
rod
ukt
it
“Atr
aksi
on
et e
fo
rta”
Z
hvill
imi
i sp
ecifi
kim
eve
te p
rodu
ktit,
per
mbl
edhj
a e
prop
ozim
eve
per
inve
stim
e dh
e I
mod
elev
e te
op
erim
it.
2009
-201
4
Rrit
ja e
inte
resi
mit
per
atra
ksio
ne te
rej
a ne
tras
hegi
min
kul
turo
re, z
bavi
tje,
sher
bim
e, e
tj.
P
riorit
izim
i ka
mpi
ngut
te k
arav
anev
e dh
e I
zhvi
llim
eve
ne b
regd
et.
P
riorit
izim
I in
vest
imev
e pe
r pj
esen
e
bren
dshm
e te
Kes
htje
lles
se B
asht
oves
.
Ofr
imi I
pro
dukt
it pe
r zv
bavi
tje d
he
arge
time
per
vere
n e
vitit
n 20
10.
Kom
una
K
ryev
idh
Agj
enci
te P
ublik
e K
omun
a
Kry
evid
h B
izne
set L
okal
e te
T
uriz
mit
2.1.
2 2.
1.3
Prio
ritiz
imi
dhe
kate
goriz
imi
sipa
s bu
rimev
e te
fin
anci
mit
p.sh
. fin
acim
Sek
tor
Pub
lik-S
ekto
r P
rivat
Dor
ezim
i i
prog
ram
tit
te
zhvi
llim
it te
se
ktor
it te
k ag
jenc
ite d
onat
or
2009
+
2009
+
“Lis
ta
Prio
ritar
e”
e pr
ojek
teve
te
m
unds
hme
per
periu
dhen
200
9-20
14.
Sig
urim
i i
finac
imev
e pe
r pr
ojek
tet
publ
ike
dhe
priv
ate.
Kom
una
K
ryev
idh
Tas
k fo
rce
Agj
enci
te q
ever
itare
S
ekto
ri P
ublik
/ pr
ivat
S
ekto
ri P
ublik
/ pr
ivat
2.2
2.2.
1 2.
2.2
2.2.
3
“Atr
aksi
on
et e
bu
ta”
Sem
inar
e pe
r o
pera
tore
t / p
artn
eret
per
spek
tive.
P
riorit
izim
i dh
e ka
tego
rizim
i si
pas
burim
eve
te
finan
cim
it p.
sh. f
inac
im S
ekto
r P
ublik
-Sek
tor
Priv
at
S
herb
ime
kesh
illim
ore
te
spec
ializ
uara
dh
e m
besh
tetje
nga
sek
tori
I biz
nesi
t
2009
+
2009
+
2010
+
Nxi
tje
e in
tere
sim
it pe
r pj
esem
arrje
ng
a op
erat
oret
e b
izne
sit
List
a P
riorit
are”
e p
roje
ktev
e te
mun
dshm
e pe
r pe
riudh
en 2
009-
2014
“
Pro
pozi
me
nga
kom
unite
ti i b
izne
sit
Kom
una
K
ryev
idh
Te
gjith
el
Sek
tori
publ
ik/ p
rivat
F
SH
ZH
/ B
anka
t
2 Kjo
kolo
ne p
erm
ban
para
shik
ime
te p
eraf
erta
vete
m p
er p
ropo
zim
et p
er n
derh
yrje
ne
infra
stru
ktur
e, a
ktiv
itete
t pro
moc
iona
le d
he te
mar
ketin
g-pr
omoc
ioni
t.
Fond
i Shq
ipta
r i Z
hvill
imit
69R
ef.
A
ktiv
itet
et
Ko
ha
R
ezu
ltat
i
Per
gje
gje
si
Kry
eso
r P
artn
eret
Ko
sto
ja e
p
aras
hku
ar
2.3
2.3.
1 2.
3.2
2.3.
3
Eve
nim
ente
R
ivle
resi
mi I
mun
desi
ve p
er o
rgan
zim
in e
fest
ival
eve
dhe
shfa
qeve
te n
drys
hme
arge
tues
e du
ke p
erdo
rur
edhe
kon
kure
ncen
mes
tyre
. S
uppo
rt c
ulin
ary
and
cultu
ral f
estiv
als
and
even
ts to
be
com
e ev
ents
of r
egio
nal a
nd n
atio
nal s
igni
fican
ce.
Tar
get n
ee e
vent
and
eve
nts
fund
ing.
2009
+
2009
+
2009
+
Mbe
shte
tje n
e va
zhdi
m p
er e
veni
men
tet
e nd
rysh
me
egzi
stue
se
Krij
imi e
veni
men
teve
atr
aktiv
e
Z
gjer
im
I ka
lend
arit
te
shfa
qjev
e eg
zist
uese
dh
e kr
ijim
I
even
imen
teve
te
reja
per
viti
n 20
10-2
012
B
izne
set l
okal
e B
izne
set
loka
le
Org
aniz
ator
et e
sh
faqj
eve
Sek
tori
publ
ik-
Sek
tori
priv
at
2.4
2.4.
1
Ho
tele
t
Hot
elet
egz
istu
ese:
ink
uraj
im I
zhv
illim
ti te
biz
nesi
t pe
rmes
-
Exp
ozim
it nd
aj p
rakt
ikav
e m
e te
mira
-
Org
aniz
imit
te s
emna
rieve
mbi
ten
denc
at
e re
ja
dhe
sher
erbi
met
per
t’iu
per
gjig
jur
nevo
jave
te
kons
umat
orit
- S
igur
imit
te k
eshi
llim
it pr
ofes
sion
al,
men
tors
hipi
t, et
j.
2009
-201
4
Per
mire
sim
I st
okut
te n
jesi
ve a
kom
odue
s
Pro
dukt
e dh
e sh
erbi
me
me
te m
ira d
he
me
te fo
kusu
ara
R
ritje
e k
enaq
esis
e se
kon
sum
ator
it
Kom
una
Kry
evid
h
Sho
qata
e
Hot
elie
reve
te
Spi
llese
/
Inov
ersi
tetit
E
vrop
ian
per
Tur
izm
in, e
tj.
2.5
2.5.
1 2.
5.2
Sh
tep
ite
e m
iku
t d
he
B&
B-t
e Z
hvill
imi I
mte
jshe
m I
sht
epiv
e te
mik
ut d
he i
B&
B-v
e ne
fsha
tin e
Spi
llese
dhe
fsha
trat
e tj
ere
te k
omun
es.
Per
mire
sim
i I
mje
dise
ve
te
perb
ashk
eta,
si
p.
sh
rece
psio
n am
bent
et e
ngr
enie
s, e
tj.
Pro
gram
e pe
r pe
rmire
sim
in
e sh
erbi
mev
e dh
e te
2009
+
2010
+
Krij
imi I
sis
item
it te
reg
jistr
imit
dhe
I kl
asifi
kikm
it te
nje
sive
ako
mod
uese
Rip
ozic
ioni
I pr
oduk
tit m
e ne
imaz
h te
pe
rmire
suar
dhe
vle
re te
sht
uar
M
arke
ting
me
efek
tiv d
he s
iste
me
me
efek
tive
sher
bim
esh
Per
mire
sim
I m
ikpr
itjes
dhe
i sh
erbi
mev
e
Kom
una
Kry
evid
h
Agj
enci
te d
onat
or
70Pl
ani i
Zhv
illim
it L
okal
- K
omun
a K
ryev
idh
2.5.
3 R
ef.
mar
tket
ingu
t A
ktiv
iitet
et
2010
+
Ko
ha
ndaj
viz
itorit
R
ezu
ltat
i
Per
gje
gje
si
Kry
eso
r
Par
tner
et
K
oso
toja
e
pla
nif
iku
ar
3.
3.1
Pro
gra
mi m
arke
tin
gu
t K
erki
mi,
zhvi
llim
i dh
e te
stim
i I
nje
imaz
hi
te
ri pr
omov
ues
- P
erca
timi i
imaz
hit
ne k
onte
ksti
n e
prod
uktit
dhe
te
str
ateg
jise
se r
e.
- In
tegi
rmi
per
mak
sim
izom
in e
si
nerig
jise
dhe
efic
ence
sper
poz
icio
nim
in p
ergj
ate
Adr
iatik
ut.
2009
-201
2
Poz
icio
nim
i i d
estin
acio
nit
ne t
regj
e te
rej
a br
enda
dhe
jash
te v
endi
t
Kom
una
Kry
evid
h
Biz
nese
t e T
uriz
mit
/ A
gjen
cia
kom
beta
re
e T
uriz
mit
/ Zyr
a e
Tur
zim
it ne
bas
hki
3.2
3.4
3.5
3.5
Per
gat
itja
dh
e m
irem
nb
ajtj
a e
faq
es s
e in
tern
etit
-
Zhv
illim
i I
nje
faqe
je i
nten
erti
ne b
ashk
epun
im
me
bizn
eset
e tu
rizm
it qe
do
te
of
roje
in
form
acio
n dh
e re
zerv
ime
O
rgan
izim
I fu
shat
ave
pro
mo
cio
nal
e
- P
ublic
itete
/ M
arre
dhen
ie P
ublik
e -
Mat
eria
le p
rom
ocio
nale
-
Fus
hate
mar
ketin
gu
- P
jese
mar
rjen
ne p
anai
re
- U
dhet
ime
fam
iljar
izim
i per
gaz
etar
et
- M
onito
rim d
he v
lere
sim
vje
tor
Mar
keti
ng
u I
inte
rsav
e te
veç
ante
-
Eks
polir
m I
naty
res
- T
rash
egim
i kul
turo
re
- T
uriz
em r
ural
-
Pes
hkim
-
Akt
ivite
te n
e na
tyre
Kry
erja
e v
rojt
imev
e n
e m
arke
tin
g m
bi:
-
Pro
filin
viz
itore
ve.
- T
regj
et p
oten
cial
e / s
egm
ente
te n
drys
hme
2009
+
2009
+
2009
+
2009
+
Aks
es o
n-lin
e pe
r ko
nsum
ator
et
Per
mire
sim
I ef
ektiv
itetit
dhe
i ef
icen
ces
Pen
etrim
ne
segm
entin
e m
arke
tingu
t dhe
pe
rfsh
irje
e tu
r-op
erat
orev
e ne
pro
gram
.
In
form
acio
n dh
e sh
erbi
me
te p
erm
iresu
ara
Kom
una
Kry
evid
h
Kom
una
Kry
evid
h
Kom
una
Kry
evid
h
Kom
una
Kry
evid
h
Biz
nese
t e T
uriz
mit
dhe
te IT
se
B
izne
set e
turiz
mit
dhe
te m
arke
tingu
t A
KT
/ A
TA
Z
yrat
e k
onsu
lenc
es
se tu
rizm
it
1,8
00 E
uro
20,0
00 E
uro
_
_
Fond
i Shq
ipta
r i Z
hvill
imit
71 R
ef.
Akt
ivit
etet
K
oh
a
Rez
ult
ati
Per
gje
gje
si
Kry
eso
r
Par
tner
et
Ko
sto
ja e
p
lan
ifiik
uar
4.
4.1
4.1.
1
Pro
gra
mi I
sig
uri
mit
te
cile
sise
\ P
erm
ires
imi i
Mje
dis
it
Pro
gram
e pe
r pe
rmire
sim
in
e m
jedi
sit
urba
n te
ko
mun
es.
2009
-201
2
Per
mire
sim
mje
diso
r I z
ones
Kry
evid
h
Com
mun
e-S
ekto
ri P
rivat
Agj
enci
a R
ajon
ale
e M
jedi
sit
4.1.
2 S
emin
are
kesh
illue
se d
he s
herb
ime
prof
esio
nale
per
te
ink
uraj
uar
dhe
ndih
mua
r pr
onar
et d
he n
dert
uesi
t e
obje
ktev
e.
2010
-201
2
Res
taur
im i
arki
tekt
ures
ven
dase
K
ryev
idh
C
omm
une
Uni
vers
iteti
Evr
iopi
an
per
Tur
izm
in
4.2
4.2.
1 4.
2.2
4.2.
3 4.
2.4
4.2.
5 4.
2.6
Infr
astr
ukt
ura
N
dert
imi I
rru
ges
prej
240
m q
e lid
h hy
rjen
e S
pille
se
me
vend
in e
pro
pozu
ar p
er k
ampi
ng m
e ru
lota
. N
dert
imi
i T
uale
teve
dhe
Bar
eve
te h
apur
a pe
rgja
te
plaz
hit
R
ehab
ilitim
i I
rrug
es q
e lid
h fs
hatin
e S
pille
se m
e K
esht
jelle
n e
Bas
htio
ves
Inst
alim
i I k
olek
torit
per
uje
rat e
zez
a N
dert
imi i
sht
igje
ve p
er e
cje
dhe
biçi
kliz
em
Pro
gram
et e
Men
axhi
mit
te T
rafik
ut
2009
-201
0 20
09-2
010
2010
-201
3 20
10+
20
10+
20
09+
Aks
es d
irekt
ne
plaz
h
Per
mire
sim
I sh
erbi
mev
e
Aks
es
drej
t zo
nave
te
tr
ashe
gim
ise
kultu
rore
K
olek
tor
i per
mire
suar
I uj
erav
e te
zez
a
C
ikle
ture
sh
Red
uktim
I bl
loki
mev
e e
traf
ik
P
arki
ng I
perm
iresu
ar
Kom
una
Kry
evid
h
FS
HZ
H
FS
HZ
H
FS
HZ
H
Pro
fess
iona
l S
ervi
ces
Tou
rism
Bus
ines
ses
Dre
jtoria
e
Peg
jiths
hme
e R
ruge
ve
35,
000
Eur
o3
10,
000
Eur
o 5
5,00
0 E
uro
100,
000
Eur
o
3 Kj
o es
hte
nje
shife
r e p
eraf
ert e
dhe
ne n
ga n
je e
kspe
rt rr
uges
h.
72Pl
ani i
Zhv
illim
it L
okal
- K
omun
a K
ryev
idh
Ref
.
Akt
ivit
etet
Ko
ha
Rez
ult
ati
Per
gje
gje
si
Kry
eso
r
Par
tner
et
Ko
sto
ja e
p
lan
ifik
uar
4.3
4.3.
1 4.
3.2
Pro
gra
m I
men
axh
imit
te
Pla
zhit
A
plik
imi i
etik
etes
kom
beta
re m
jedi
sore
(E
KM
) A
dmin
istr
im I
plaz
hit d
he p
rogr
am p
er p
astr
imin
e ti
j
Çdo
vit
Çdo
vit
Sta
tus
I EK
M
Per
mire
sim
I p
aste
rtis
e dh
e I
adm
inis
trim
it te
pla
zhit
Kom
una
Kry
evid
h
Dho
ma
Shq
ipat
ere
e T
regt
ise
Sho
qata
Shq
ipta
re
e T
uriz
mit
4.4
4.4.
1 4.
4.2
4.4.
3 4.
4.4
Zh
villi
mi I
bu
rim
eve
nje
rezo
re
Fus
hate
per
nde
rgje
gjes
imin
e p
ublik
ut
Rrit
ja e
afte
sive
pro
fesi
onal
e
Org
aniz
imn
I kur
seve
te tr
ajni
mit
T
ure
te “
prak
tikav
e m
e te
mira
”
2010
+
2010
+
Çdo
vit
Çdo
vit
Mbe
shte
teje
me
e m
adhe
per
turiz
min
Id
entif
ikim
I ne
voja
ve p
er tr
ajni
m
Per
mire
sim
i she
rbim
it tu
ristik
P
erm
iresi
m
I ci
lesi
se
dhe
I pr
aktik
ave
men
axhu
ese
Kom
una
Kry
evid
h
Tas
k fo
rce
/ bi
snes
et e
turiz
mit
/ U
nive
rsite
ti E
vrop
ian
per
turiz
min
15,0
00 E
uro
4.5
4.5.
1 4.
5.2
4.5.
3
Sh
erb
imet
e in
form
acio
nit
tu
rist
ik
Ngr
itja
e nj
e ki
oske
per
info
rmac
ion
turis
tik n
e fs
hatin
S
pille
Z
hvill
imi
I m
etod
ave
te
reja
te
tr
ansm
etim
it te
in
fiorm
acio
nit
Per
gatij
a e
vulln
etar
eve
dhe
e gu
idav
e tu
ristik
e
2010
+
2010
+
2011
+
Info
rmac
ioin
I
perm
iresu
ar
dhe
cile
sor
tuiri
stik
R
ritje
e
prof
esio
naliz
mit
ne
ofrim
in
e sh
erbi
mev
e te
turiz
mit
Kom
una
Kry
evid
h
Bas
hlki
a e
Kav
ajes
/ A
gjen
cia
Kom
beta
re
e T
uriz
mit
3, 0
00 E
uro
4
4 Duk
e pe
rfshi
re e
dhe
mat
eria
let
prom
ocio
nale
Fond
i Shq
ipta
r i Z
hvill
imit
73 R
ef.
Akt
ivit
etet
K
oh
a
R
ezu
ltat
i
Per
gje
gje
si
Kry
eso
r
Par
tner
et
Ko
sto
ja e
p
aras
hik
uar
5
2.
2.1
2.1.
1
Pro
gra
mi S
trat
egjik
k p
er Z
hvi
llim
in e
Pro
du
ktit
“A
trak
sio
net
e fo
rta”
Z
hvill
imi
i sp
ecifi
kim
eve
te p
rodu
ktit,
per
mbl
edhj
a e
pr
opoz
imev
e pe
r in
vest
ime
dhe
I m
odel
eve
te
oper
imit.
2009
-201
4
Rrit
ja e
inte
resi
mit
per
atra
ksio
ne te
rej
a ne
trsh
egim
ine
kultu
rore
, zba
vitje
, sh
erbi
me,
etj.
Prio
ritiz
im iI
kam
ping
ut t
kara
vane
ve d
he I
zhvi
llim
eve
ne b
regd
et.
P
riorit
izim
I in
vest
imev
e pe
r pj
esen
e
bren
dshm
e te
Kes
htje
lles
se B
asht
oves
.
Ofr
imi I
pro
dukt
it pe
r zv
bavi
tje d
he
arge
time
per
vere
n e
vitit
n 20
10.
Kom
una
K
ryev
idh
Agj
enci
te P
ublik
e K
omun
a
Kry
evid
h B
izne
set L
okal
e te
T
uriz
mit
2.1.
2 2.
1.3
Prio
ritiz
imi
dhe
kate
goriz
imi
sipa
s bu
rimev
e te
fin
anci
mite
p.s
h. fi
naci
m S
ekto
r P
ublik
-Sek
tor
Priv
at
D
orez
imi
i pr
ogra
mtit
te
zh
villi
mit
te
sekt
orit
tek
agje
ncite
don
ator
e
2009
+
2009
+
“Lis
ta
Prio
ritar
e”
e pr
ojek
teve
te
m
unds
hme
per
periu
dhen
200
9-20
14.
Sig
urim
i i
finac
imev
e pe
r pr
ojek
tet
publ
ike
dhe
priv
ate.
Kom
una
K
ryev
idh
Tas
k fo
rce
Agj
enci
te q
ever
itare
S
ekto
ri P
ublik
/ pr
ivat
S
ekto
ri P
ublik
/ pr
ivat
2.2
2.2.
1 2.
2.2
2.2.
3
“Atr
aksi
on
et e
bu
ta”
Sem
inar
e pe
r o
pera
tore
t / p
artn
eret
per
spek
tive.
P
riorit
izim
i dh
e ka
tego
rizim
i si
pas
burim
eve
te
finan
cim
ite p
.sh.
fina
cim
Sek
tor
Pub
lik-S
ekto
r P
rivat
She
rbim
e ke
shill
imor
e te
sp
ecia
lizua
ra
dhe
2009
+
2009
+
2010
+
Nxi
tje
e in
tere
sim
it pe
r pj
esem
arrje
ng
a op
erat
oret
e b
izne
sit
List
a P
riorit
are”
e p
roje
ktev
e te
mun
dshm
e pe
r pe
riudh
en 2
009-
2014
“
Kom
una
K
ryev
idh
Te
gjith
el
Sek
tori
publ
ik/ p
rivat
5 Kjo
kol
one
perm
ban
para
shik
ime
te p
eraf
erta
vet
em p
er p
ropo
zim
et p
er n
derh
yrje
ne
infra
stru
ktur
e dh
e ak
tivite
tet
prom
ocio
nale
dhe
te m
arke
ting-
prom
ocin
it.
74Pl
ani i
Zhv
illim
it L
okal
- K
omun
a K
ryev
idh
mbe
shte
teje
ngf
a se
ktor
i I b
izne
sit
P
ropo
zim
e ng
a ko
mun
iteti
i biz
nesi
t
FS
HZ
H /
Ban
kat
2.3
2.3.
1 2.
3.2
2.3.
3
Eve
nim
ente
R
ivle
resi
mi I
mun
desi
ve p
er o
rgan
zim
in e
fest
ival
eve
dhe
shfa
qhec
ve te
bdr
yshg
ne a
rget
uese
duk
e pe
rdor
u ed
he k
onku
renc
en m
es ty
re.
Sup
port
cul
inar
y an
d cu
ltura
l fes
tival
s an
d ev
ents
to
beco
me
even
ts o
f reg
iona
l and
nat
iona
l sig
nific
ance
. S
hinj
estr
imi i
eve
ntev
e te
rej
a
2009
+
2009
+
2009
+
Mbe
shte
tje n
e va
zhdi
m p
er e
veni
men
tete
e
ndry
shm
e ag
zist
uese
K
rijim
i eve
nim
ente
ve a
trak
tive
Zgj
erim
I
kale
ndar
it te
sh
faqj
eve
egzi
stue
se
dhe
kriji
m I
ev
enim
ente
ve t
e re
ja p
er v
itin
2010
-201
2
B
izne
set l
okal
e B
izne
ste
loka
le
Org
aniz
ator
et e
sh
faqj
eve
Sek
tori
publ
ik-
Sek
tori
priv
at
2.4
2.4.
1
Ho
tele
t
Hot
elet
egz
istu
ese:
ink
uraj
im I
zhv
illim
ti te
biz
nesi
t pe
rmes
-
Exp
ozim
it nd
aj p
rakt
ikav
e m
e te
mira
-
Org
aniz
imit
te s
emna
rieve
mbi
ten
denc
at
e re
ja
dhe
sher
erbi
met
pe
r t’I
pe
rgjig
jur
nevo
jave
te
ko
nsum
ator
it -
Sig
urim
it te
kes
hilim
it pr
ofes
sion
al,
men
tors
hipi
t, et
j.
2009
-201
4
Per
mire
sim
I st
okut
te n
jesi
ve a
kom
odue
s
Pro
dukt
e dh
e sh
erbi
me
me
te m
ira d
he m
e te
foku
suar
a
Rrit
je e
ken
aqei
se s
e ko
nsum
ator
it
Kom
una
Kry
evid
h
Sho
qata
e
Hot
elie
reve
te
Spi
llese
/
Inov
ersi
tetit
E
vrop
ian
per
Tur
izm
in, e
tj.
2.5
2.5.
1 2.
5.2
Sh
tep
ite
e m
iku
t d
he
B&
B-t
e Z
hvill
imi
I m
tejs
hem
I s
htep
ive
te m
ikut
dhe
i B
&B
-ne
ne
fsha
tion
eSpi
llese
dh
e fs
hatr
at
e tje
re
te
kom
unes
. P
erm
iresi
mi
I m
jedi
seve
te
pe
rbas
hket
a,
si
p.sh
2009
+
2010
+
Krij
i I is
item
it te
reg
jistr
imit
dhe
I kl
asifi
kikm
it te
nej
sive
ako
mod
uese
Rip
ozic
icio
nii I
pro
dikt
it m
e ne
imaz
h te
pe
rmire
suar
dhe
vke
re te
sht
uar
M
arke
ting
me
efek
tiv d
he s
iste
me
me
efek
tive
sher
bim
esh
Kom
una
Kry
evid
h
Agj
enci
te d
onat
ore
Fond
i Shq
ipta
r i Z
hvill
imit
75 2.
5.3
rece
psio
n am
bent
et e
ngr
enie
s, e
tj.
Pro
gram
e pe
r pe
rmire
sim
in
e sh
erbi
mev
e dh
e te
m
artk
etin
gut
2010
+
P
erm
iresi
m I
mik
pritj
es d
he i
shee
rbim
eve
ndda
sj v
izio
rit
3.
3.1
Pro
gra
mi m
arke
tin
gu
t K
erki
mi,
zhvi
llim
i dh
e te
stim
i I
nje
imaz
hi
te
ri pr
omov
ues
- P
erca
timi i
imaz
hit n
e ko
ntek
sti n
e p
rodu
ktit
dhe
te s
rtat
egjis
e se
re.
-
Inte
girm
i pe
r m
aksi
mim
izom
in e
si
nerig
jise
dhe
efic
ence
sper
poz
icio
nim
in p
ergj
ate
Adr
iatik
ut.
2009
-201
2
Poz
icio
nim
i i
dest
inac
ioni
t ne
tre
gje
te r
ej
brdn
a dh
e ja
shte
ven
dit
Kom
uina
K
ryev
idh
Biz
nese
t e T
uriz
mit
/ A
gjen
cia
kom
beta
re
e T
uriz
mit
/ Zyr
a e
Tur
zim
it ne
bas
hki
3.2
3.4
3.5
Per
gat
itja
dh
e m
irem
nb
ajtj
a e
faq
es s
e in
tern
etit
-
Zhv
illim
i I
nje
faqe
je i
nten
ertit
ne
bash
kepu
nim
m
e bi
znes
et
e
turiz
mit
qe
do
te
ofro
je
info
rmac
ion
dhe
rexz
ervi
me
O
rgan
izim
I fu
shat
ave
pro
mo
cio
nal
e
- P
ublic
itete
/ M
arre
dhen
ie P
ublik
e -
Mat
eria
le p
rom
ocio
nale
-
Fis
hate
mar
ketin
gu
- P
jese
mar
rjen
ne p
anai
re
- U
dhet
ime
fam
iljar
izim
i per
gaz
etar
et
- M
onito
rim d
he v
lere
sim
vje
tor
Mar
keti
ng
u I
inte
rsav
e te
veç
ante
-
Eks
polir
m I
naty
res
- T
rash
egim
i kul
turo
re
- T
uriz
em r
ural
-
Pes
hkim
-
Akt
ivite
te n
e na
tyre
2009
+
2009
+
2009
+
Aks
es o
n-lin
e pe
r ko
nsum
ator
et
Per
mire
sim
I ef
ektiv
itetit
dhe
i ef
icen
ces
Pen
etrim
ne
segm
entm
in e
mar
ketio
ngut
dh
e pe
rfsh
irje
e tu
r-op
erat
orev
e ne
pr
ogra
m.
Kom
una
Kry
evid
h
Kom
una
Kry
evid
h
Kom
una
Kry
evid
h
Biz
nese
t e T
uriz
mit
dhe
te IT
se
B
izne
set e
turiz
mit
dhe
te m
arke
tingu
t A
KT
/ A
TA
1,8
00 E
uro
20,0
00 E
uro
_
76Pl
ani i
Zhv
illim
it L
okal
- K
omun
a K
ryev
idh
3.5
Kry
erja
e v
rojt
imev
e n
e m
arke
tin
g m
bi:
-
Pro
filin
viz
itore
ve.
- T
regj
et p
oteb
ncia
le /
segm
ente
te n
drys
hme
2009
+
In
form
acio
n dh
e sh
erbi
me
te p
erm
iresu
ara
Kom
una
Kry
evid
h
Zyr
at e
kon
sule
nces
se
turiz
mit
_
4.
4.1
4.1.
1
Pro
gra
mi I
sig
uri
mti
te
cile
sise
\ P
erm
ires
imi i
Mje
dis
it
Pro
gram
e pe
r pe
rmire
sim
in
e m
jedi
sit
urba
n te
ko
mun
es.
2009
-201
2
Per
mire
sim
mje
diso
r I z
onbe
s
Kry
evid
h
Com
mun
e-S
ekto
ri P
rivat
Agj
enci
a R
ajon
ale
e M
jedi
sit
4.1.
2 S
emin
are
kesh
illue
se d
he s
herb
ime
prof
esio
nale
per
te
inku
raju
ar d
he n
dihm
uar
pron
aret
dhe
nde
rtue
sit
e ob
jekt
eve.
2010
-201
2
Res
torim
m i
arki
tekt
ures
ven
dase
K
ryev
idh
C
omm
une
Uni
vers
iteti
Evr
iopi
an
per
Tur
izm
in
4.2
4.2.
1 4.
2.2
4.2.
3 4.
2.4
4.2.
5
Infr
astr
ust
ruku
ra
Nde
rtim
i I r
ruge
s pr
ej 2
40 m
qe
lidh
hyrje
n e
Spi
llese
m
e ve
ndin
e p
ropo
zuar
per
kam
ping
me
rulo
ta.
Nde
rtim
i i
Tua
lete
ve d
he B
arev
te
hapu
ra p
ergj
ate
plaz
hit
R
ehab
ilitim
i I
rrug
es q
e lid
h fs
hatin
e S
pille
se m
e K
esht
jelle
n e
Bas
htio
ves
Inst
alim
i I k
olek
torit
per
ujra
t e z
eza
Nde
rimi i
m h
stig
jeve
per
ecj
e dh
e bi
çikl
izem
2009
-201
0 20
09-2
010
2010
-201
3 20
10+
20
10+
Aks
es d
irect
ne
plaz
h
Per
mire
sim
I sh
erbi
mev
e
Aks
es
drej
t zo
nave
te
tr
ashe
gim
ise
kultu
rore
K
olet
uar
i per
mire
suar
I uj
rave
te z
eza
Cik
le tu
resh
Kom
una
Kry
evid
h
FS
HZ
H
FS
HZ
H
FS
HZ
H
Pro
fess
iona
l S
ervi
ces
Tou
rism
Bus
ines
ses
Dre
jtoria
e
Peg
jiths
hme
e
35,
000
Eur
o6
10,
000
Eur
o 5
5,00
0 E
uro
100,
000
Eur
o
6 Thi
s fig
ure
is a
roug
h es
timat
ion
prov
ided
by
a ro
ads c
onst
ruct
ion
expe
rt.
Fond
i Shq
ipta
r i Z
hvill
imit
77 4.
2.6
Tra
ffic
Man
agem
ent p
rogr
ams
20
09+
R
eduk
tim I
bllo
kim
eve
e tr
afik
Par
king
I pe
rmire
suar
Rru
geve
4.3
4.3.
1 4.
3.2
Pro
gra
m I
men
axh
imit
te
Pla
zhit
A
plik
imi i
etik
etes
kom
beta
re m
jedi
sore
(E
KM
) A
dmin
isut
rim I
plaz
hti d
he p
rogr
am p
er p
astr
imin
e ti
j
Çdo
vit
Çdo
vit
Sta
tus
I EK
M
Per
mire
sim
I p
aste
rtis
e dh
e I
adm
inis
trim
it te
pla
zhit
Kom
una
Kry
evid
h
Dho
ma
Shq
ipat
ere
e T
regt
ise
Sho
qata
Shq
ipat
er
e T
uriz
mit
4.4
4.4.
1 4.
4.2
4.4.
3 4.
4.4
Zh
villi
mi I
bu
rim
eve
nje
rezo
re
Fus
hate
per
nde
rgje
gjes
imin
e p
ublik
ut
Rrit
ja e
afte
sive
pro
fesi
onal
e
Org
aniz
imn
I kur
seve
te tr
ajni
mit
T
ure
te “
prak
tikav
e m
e te
mira
”
2010
+
2010
+
Çdo
vit
Çdo
vit
Mbe
shte
teje
me
e m
adhe
per
turiz
min
Id
entif
ikim
I ne
voja
ve p
er tr
ajni
m
Per
mire
sim
mi s
herb
imit
turis
tik
Per
mire
sim
m
I ci
lesi
se
dhe
I pr
aktik
ave
men
axhu
eses
Kom
una
Kry
evid
h
Tas
k fo
rce
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TourismDevelopment Plan
Commune of Kryevidh
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This tourism development plan for the Commune of Kryevidh was designed in theframework of “Community Works III” Project, financed by CEB (Council of EuropeDevelopment Bank) and implemented by ADF (Albanian Development Fund). The strategy isprepared by Europartner Development, the agency commissioned by Albanian DevelopmentPlan for preparation of this Tourism Development Plan.
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1. INTRODUCTION1. INTRODUCTION1. INTRODUCTION1. INTRODUCTION1. INTRODUCTION
1.1. Project Background.
The Albanian Development Fund (ADF) has commissioned the EuroPartners Development toproduce the Tourism Development Plan for the Commune of Kryevidh. The preparation ofthe study will be enabled by Community Work Project III and funded by the Council ofEurope Development Bank. Its purpose is to assist the commune leaders in drafting adevelopment plan that will guide tourism development for the years 2009-2014. Thestrategy will be designed to assist in the realization of the considerable potentials for tourismdevelopment by providing a framework for the encouragement of public and private sectorinvestments through promoting sustainable coastal development in partnership with thelocal people, authorities and business.
The coastal area of the Commune of Kryevidh (also known as Spilleja ecosystem) remainsone of the most valuable assets of the Adriatic Sea from both the development andenvironment point of view. With the population and pollution pressures concentrated largelyin the adjacent area of Golem and Durres, there are few coastal areas left underdevelopedof pristine along the whole Adriatic Sea. Therefore, integrated development planning is keyto the sustainable development of tourism and agriculture sectors, the two most promisingpillars for sustainable development of Kryevidh Commune.
The fragile social and economic context in the coastal ecosystem of Spilleja and also thechaotic development in neighboring areas suggest that the current situation should beevaluated carefully and engage the public administration authorities and local communitiesin a conscientious effort for a strategic tourism planning which considers the effects of thefollowing:
· Socio-economic and environmental impacts of current developments;· Balancing development demands on the territory to prevent the deterioration
of tourist resources services and opportunities for development in the future;· Effective enforcement of the land use and building regulations; and· Need for protection of coastal resources of the commune critical to support
the development of sustainable tourism.
The Commune of Kryevidh finds itself in a privileged situation as it is endowed with one ofthe finest and least developed coast of the Adriatic Sea. Combined with emerging tourismdevelopment, this area has to benefit from bad experiences in the region and from
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sustainable development principles. In addition to the methodological tools described in thesection that follows, the translation of sound strategic principles into practical andcommunity-acceptable measures, represents an added value for the proposed developmentplan of the commune.
The preparation of the study will enable the representatives of Kryevidh Commune to reactto identified tourism potential and be proactive in leading developments, in partnership withprivate sectors investors. It should also help Albanian and international funding agenciesprioritize their investment in developing infrastructure for the region. The strategic planproduced should not totally constrain the commune authorities but will enable a flexibility ofapproach as circumstances change.
1.2. Project Purpose and Objectives
The overall objective of the project is to prepare a strategic plan for tourism development forthe Commune of Kryevidh. Output of the project will be the preparation of a tourismdevelopment plan which will be focused on:
Socio-economic profile of the commune (describing the overall features of the area beingstudied, such as demographic data of the population, local economy, state of theenvironment and the presence of business activities in the studied area, etc.)
Tourism Potentials, highlighting the distinctions of the setting, and its qualities regarding thenatural and cultural heritage resources.
Description of existing applied tourism type explaining what type of tourism is applied in thearea and other relevant existing data.
Situational Analysis: Based on gathered data, a SWOT Analysis related to tourismdevelopment will be conducted in close collaboration with local authorities, community andbusiness representatives.
Tourism Development Strategic plan which will address the further development of tourismin coastal area of Kryevidh including tourism possibilities that will be developed, local groupinvolved, economic benefits new tourism products that need/can be developed, etc.
Action Plans and the key actors that will be involve, timing and cost for each of them.
All the above mentioned will be drawn in close collaboration with local groups and thecommune representatives.
The time horizon for Tourism Development Plan of Kryevidhi Commune is 5 years and willstart at the time of its adoption by the commune authorities.
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1.3. Study Area
The plan preparation will cover the coastal ecosystem of Spilleja, laid down between therock formation of Bardhori area and river mouth of Shkumbin. It is 8 km long and isassociated with a very dense belt of pine trees and a formation of sandy dunes.
Map No. 1 Study Area
Legend: Beach Zone for Tourism Development Natural Forest X Culture Monument
Spilleja village Dunes Bunkers Lagoon Agriculture Area
Sand and Pebble Beach Wetlands Pine Forest Recreation and Ecotourism
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Determining the areas of the study is an important task. It involves choosing a sufficientlyzone to deal with all issues and activities that have an important impact on tourismdevelopment, but are of a reasonable size so that they can be analyzed in adequate detail.
At the start of the assignment, a rapid review of the boundary area was made with the aimto analyze:
· Physiographic features on the coastal villages that will be included in thedevelopment plan;
· Economic/environmental interactions, important for the subsistence ofcoastal population;
Taking into account the places with most considerable tourism potentials and the five yeartime span, the consultant suggest that the study area include:
· The coastal plain of Spilleja with particular focus on Spilleja beach, which is8 km long and averagely 30-40 m wide as showed by the Map No.1.
· The associated belt of pine trees, which is the most important part of theecosystem.
· The Bashtova Castle, which represent a magnetic culture heritage site thatcan successfully be used for tourist purposes.
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2. PLANNING PROCESS2. PLANNING PROCESS2. PLANNING PROCESS2. PLANNING PROCESS2. PLANNING PROCESS, METHODOL, METHODOL, METHODOL, METHODOL, METHODOLOGIESOGIESOGIESOGIESOGIES AND T AND T AND T AND T AND TOOSOOSOOSOOSOOS
The EuroPartners Development undertook the preparation of tourism development plan forthe commune by conducting:
· An initial detailed briefing by representatives of ADF;· Detailed desk research by the consultants aimed at reviewing relevant
documents, data and published materials;· An initial field trip and a detailed survey of this tourist site in order to assess
the potentials for tourism development;· Meetings with local authorities such as the Mayer, deputy Mayer , head of
Urban Office, chairman of the Commune Council, and also representativesfrom the Ministry of Tourism, Culture and Sports, Ministry of Public Worksand Territorial Planning, etc;
· In-depth consultations were held with a wide representatives of the keystakeholders within the are, including community representatives, NGOsand local tourism business operators.
The purpose of these meetings and consultations was to collect more detailed informationabout the socio-economic profile of the commune, its potential economic sectors, currenttourism developments, urban plan, infrastructure requirements, etc.
In addition, an assessment of internal and external environment affecting the tourismdevelopment through collecting input from internal and external stakeholders of KryevidhCommune regarding the future development. The organizing framework for conductingsuch assessment was the instrument of SWOT Analysis.
Upon the signature of the contract the consultant, supported by ADF representatives,undertook a rapid assessment in the study area with the purpose of:
· investigating, identifying and evaluating the tourism activitiesin the tourist area;
· recommending the most appropriate methodology and tools for preparationof the study.
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From the assessment it was clear that there is a:
· Lack of infrastructure and poor sanitation standards. The main roadslinking the commune with the national road corridor are in a very badconditions and not suitable for tourism purposes.
· Lack of urban planning and functional zoning.· Relatively well preserved land, nature resources and valuable landscapes
along the coastal area of Spilleja and Greth villages.
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3. T3. T3. T3. T3. TOURISM DEVELOURISM DEVELOURISM DEVELOURISM DEVELOURISM DEVELOPMENT STRAOPMENT STRAOPMENT STRAOPMENT STRAOPMENT STRATEGIESTEGIESTEGIESTEGIESTEGIES
3.1 Assessment of Tourism Development Reports for AlbanianAdriatic Coast
As part of background analysis made in this chapter, four tourism development reports wereanalyzed. A brief summary of them is presented below:
3.1.1. Tourism Development Strategy in Albania, 2002-2012
This study prepared by the Ministry of Territory Adjustment and Tourism with technical andfinancial support of GTZ, represents a general master plan for tourism development inAlbania. The strategy aimed to:
· Construct 50 hotels and create 10000 new tourist beds on Adriatic Coasttill the end of 2012.
· Increase “private rooms” by 34%, 1 and 2 stars hotels by 15%, 3 stars by25%, 4 stars by 20 % and 5 stars by 6 %.
· Increase the overnights of international tourist in the long term by 50 % forsun and sand stays, 25% for business and 25 percent for conventiontourism.
· 40 % of overnights will originate from Western European counties, mainlyfrom Germany, UK, and Scandinavia, 30 % from Southern Europeanmarkets (Greece, Macedonia, Kosovo) and 20 % from Poland and Russia.The main strategic orientations are related with:
· Competitors, Croatia, Montenegro, Bulgaria, Greece, Cyprus and Turkey.· The international focus is to capitalize on “niche market|” with focus on sun
and sand beach tourism on the long term.· Price oriented families between 28 to 45 years with children and young
couples.· Positioning: “Albania known as an interesting new tourism destination at the
Mediterranean Sea with value for money packages”
More specifically, in regard to regional tourism development and accommodation for sunand beach tourism, for the Spilleja area it is planned the construction of beach hotels, threeand four star category in a large scale setting.
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3.1.2. Tourism Sector Strategy 2007-2013
This document was prepared in line with the objectives of the Albanian Government forcoordinating the strategies of different sectors of the economy. It also aims to upgrade theoutput of the above mentioned strategy and its coordination with the Strategy and ActionPlan for the Development of Natural and Environmental Tourism, prepared by UNDP.
One of the main objectives of this strategy is achieving a geographical balance indistributing the tourist activities all over Albania. Regarding the tourism developmentalong the Adriatic Sea, the strategy points out that the development should be rigorouslycontrolled, in accordance with existing legal framework. Due to the plain terrain it isrecommended the construction of low-rise hotel resorts and tourist villages will blended into the surrounding environment. Other types of development could be the constructions ofcamping sites and caravans together with water activities. The strategy emphasizes theneed to balance the local with international tourism and requires the preservation of localarchitectonic style by using indigenous materials. The suggested carrying capacities for theAdriatic Coastal area are 100 tourists/ha.
3.1.3. The Coastal Zone Management Plan – The Region ofDurresi Vlora
This report covers the central part of Albania’s coast which stretches between Ishmi Riverand Orikumi Logoon. All proposals in the plan were evaluated through the followingcriteria:
· Biodiversity and Environmental protection· Tourism, Conservation and Cultural Heritage· Institutional Capacity Building
The report classifies Spilleja Beach as one of most attractive of the Albanian Coast for thedevelopment of a concentrated type of tourist accommodation capacities (Type A). Itincludes tourist settlement, hotels and accompanying sports and services facilities. This zoneis expected to be developed by prevailingly “large” foreign investors, who will put money intourism establishments adequately equipped with infrastructure.
3.1.4. Potential Development of Tourism in Albania:Environmental and Institutional Aspects
This study analyses types of possible tourism development and specific measures ofprotection for the sites along Adriatic and Ionia Sea. Regarding Spilleja area, the studyunderlines the natural and cultural assets of the area and suggests that no tourisminfrastructure have to be permitted in this area.
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3.2. THE COMMUNE’S PROFILE
3.2.1. Climate
Generally Albania’s climate is Mediterranean with several sub-regional types (plains, hillslow and high mountain).Climatically, the region of Kryevidh belongs to the Albanian westernlowlands, or the coastal plain. The average annual rainfalls in the region amounts to 950-1,200 mm. The number of days with precipitation of more than 1 mm varies from 85-100days. The wettest month is November (160 mm), the driest ones are July and August (40-42 mm). Snow is a rare phenomenon. The springs are small and often temporary. Theirdischarge is 15-20 l/sec. A part of them get dry during the summer. The inhabitants of thearea are using them, but they can not supply satisfactory their needs. Many inhabitants forthat reason have opened wells near to their residences, whose depth is 6-10m.The monthly and annual figures speak of a considerable number of hours of uninterruptedsunshine in the area, supplying it throughout the year with up to 2,092 kwh per one metersquare.
The average annual temperature ranges between 15.5 and 16ÚC, the absolutetemperature minimum varies between -2 and -5ÚC for only 15-30 days a year. Theaverage temperature of the winter is 9.1ÚC, while that of summer is 23ÚC. Due to the seainfluence, winters are wet and comparatively warm. In addition to this, the conformity of thethermal regime is the result of the terrain’s small variations in attitude. They create goodconditions for the hygrofile vegetation and the beach bathing in the period May-October.The vegetation period starts in the first days of March and lasts until the first days ofDecember. Such a thing facilitates the growth of a large number of different crops.
There is no particular wind that prevails in the commune’s coastal villages. In winter, themost frequent one blows from southeast, in the summer season, the prevailing wind blowsfrom north-western direction. The wind velocity in winter varies between 1.6 and 5.7 m/s,the windiest month being February.
3.2.2. Coastal Geomorphology
The segment from Cape i Lagjit till Divjaka, within which the project area is located,represent the most dynamic part of the Adriatic Coat. This part is the result of sedimenttransport at the present and past river mouth of Shkumbini, expansion of coastal plaintowards the sea and the creation of alluvial beaches. The most dynamic parts are thebroader sections at the river mouth where areas of erosion and deposition are theconsequence of the altering river mouth. In some areas new lagoons are forming, i.e. KularLogoon south of Shkumbini river mouth, while some sections are affected by strong erosionprocess.
A part of Lagji Peninsula are amongst the only cliffy section of Durrësi-Vlora coastline wheremild recession is in process.
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3.2.3. Soils and vegetation
The geological, climate factors and the vegetation have defined the soil type of Spillejaecosystem. The human impact through bonification works has also influenced in thisdirection. The gray brown soils are situated on the hilly area. They have full profile and aresuitable for the cultivation of fruit, vegetables, olive grows and vineyards. The meadow growgray brown soils are situated in the fields of Spilleja and Rreth Greth. They have full profileand thickness of humus. The underground waters are shallow, so they need drainage.
The alluvial soils are situated along Shkumbin river mouth. They have small profile, are poorin humus and need systemizing and fertilizers to be used for agriculture development. Themarshes are situated close to Spilleja beach. A part of them are bonificated. They havedense hygrofile vegetation. Close to the low coast there exist the salty soils, which have 0.2-1 % salt.
The coastal ecosystem of the area has a rich diversity of the wild worlds (flora and fauna)There are plenty of biotypes like: Mediterranean bushes, hygrophile vegetation, herbagevegetations on the sand, etc. The most worldwide spread are the following bush types:Arbutus unedo, Erica aborea, pistacia lentiscus, myrtus communis, spantious janceum.There exist also high trees such as: fraxinus, quercul ilex, quercus laguinosa, etc. In the rivermouth of Shkumbin there are plenty of hygrophile vegetation. The previous forests aretotally destroyed. There are some trees along the left bank of river. The most widespread ismarina maritime.
Fauna is also rich in the area, although maltreated during the last 20 years. The mostimport species is Pelicanus cryptious, which comes for feeding from the Karavasta Logoonto the river mouth of Shkumbin during the day. Other species include diffrenet types ofreptilias, turtle, viper, Lizard, etc. Too rich is also the world of birds, to be mentioned are:Partridge, Pies, Owl, Barn owl, etc.
Nevertheless, due to increase of population, construction of military bunkers and theincrease of the arable land have the area’s bioderviosty has occurred loses. Somevegetation types are endangered to be disappeared (el tree, laurel, etc.) Fauna in the area isalso subject to heavy damages. It is decreased due to the demage of the land cover,extension of arable land, using pesticides and illegal hunting. Among the most endangeredspecies one my found: Meles meles, Lutra, lutra, Mustela Nivalis, Lepus europaeous,Sciurus vulgaris, erinaceus europeus, etc.
3.2.4. The Population Structure and Dynamics
The administrative territory of Kryevidhi Commune lies in the upper part of Shkumbini rivermouth and occupies e general surface of around 60 km2. Within this territory exert theiractivity 10 villages, with an average distance 2.4 km from each-other. The average latitudeabove the sea level varies form 5 m for the villages of Spilleja and Rreth-Greth, to 10-40 mfor Ballaj and up to 100 m for the villages of Kryevidh, Stëbeg, Spanesh and Domën. The
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distance of these villages from the shore line varies from 800 m (Spilleja) to 1300 m(Spanesh) and up to 6500 m (Kryevidh).In November 2008, the population, living in this area encountered 8702 inhabitants, out ofwhich 4463 were male and 4239 females. The average density of inhabitants accounts for144 dweller/ha. This population mainly consists of autochthons with very few peoplecoming form the hilly and mountainous areas. The average growth rate of the population ofthe commune between the years 1989-2008 has been around 1.003 thus demonstratingthe mechanical influx of habitants to other areas and abroad.
This population is spread to around 2233 families, thus having an average of 3.89habitants per family. After the year 1990, the average natural growth rate has been around91 persons per year. As far as the migration inflow is concerned, the average of incomingpersons is estimated at around 396 per year, whereas the outgoing 340.
The main characteristic of the present commune’s demography is its young population as aresult of the high fertility and natural growth rates. The limited and decreasing naturalgrowth is compensated for by immigration flows moving toward coastal areas from otherparts of the country.
In total, the population dynamics of the commune for the last 30 years is presented in thetable below:
Years 1960 1969 1979 1989 2008 Villages M F M F M F M F M F Kryevidh 715 357 956 475 1315 642 1576 747 780 723 Ballaj 367 179 482 232 617 299 2518 1169 455 441 Rreth Greth 588 284 648 295 1216 582 1011 490 481 481 Patk-Milot 374 176 503 314 - - - - 218 202 Zhabjak 589 277 774 358 992 462 - - 718 689 Spanesh 181 93 244 123 281 144 833 392 330 288 Spille 449 226 589 295 393 187 878 427 413 397 Domën 332 149 404 200 889 429 619 303 262 243 Stërberg 516 237 680 317 1349 682 1167 591 516 497 Shardushk 234 121 316 160 - - - - 290 278 COMMUNE 4345 2099 5596 2669 7052 3427 8602 4119 4463 4239
Source: Central Albanian Archive: Fund No. 495. Years 1945-1989
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PPPPPopulation projectionsopulation projectionsopulation projectionsopulation projectionsopulation projections
The changes of political system, the completion of land and economy privatization and theexpected development of previously neglected economic activity of tourism, more dynamicpopulation movements can be expected in the future. The following factors and processesare likely to affect the region’s population balance in the next ten years:
a. Scarce natural resources and weak economic base of the hilly pars of the region mightcause further population migrations towards the coastal area of the region;
b. The development of tourism, agriculture and provision of better services will offer betteropportunitities for job creation, attracting population from the areas, in the region andbeyond;
c. The Albania’s potential integration into the European family could cause that a portion ofeconomic emigrants will come back with the aim to develop their own business at home.
d. While the urban population will continue to grow, the natural growth rate will show aslight decrease.
These “push” and “pull” factors influencing the population movements and their balance inthe region are expected to have the following consequences:
• Taken as a whole, the region’s population will grow at a rate higher than that of thenatural growth owing to migrations from Albania’s interior areas.
• At a later stage, smaller settlements along the coastal area, and particularly near thevillages of Spilleja and Greth, will also grow.
The attracting power of Kryevidh Commune is somewhat weaker at the moment, but it isexpected to growth with the development of tourism on its coastal area. It is also expectedthat a part of the population migrating from the spacious hilly hinterland of the communeand from the rural areas of Lushnja and Fieri will move to more attractive centres primarilyDurrësi and Tirana.
3.2.5. Economic Issues
Agriculture is the predominant activity of the commune. The arable land accounts fornearly 30 % of the area’s total. It should be noted that that the irrigation infrastructure isalmost completely inoperative. At present, although about 90% of the agriculture land hasbeen privatised, output is very low due to dilapidated infrastructure and the tendency of the
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farmers to produce for their own subsistence needs. During the 1990, the region had astrong base in almost all agricultural subsectors, both in crops and livestock.
Fishing has not been an important activity for the Kryevidh Commune, although the verysaline water of lagoons in Durrësi - Vlora region is favorable for highly, valued fishing livingthere, such as sea-bus, sea-bream and mullet. The price of caught fish is rather high on theItalian market which is mostly where it is sold. This suggests that unless efficient control overthe way and the amount of fish is established shortly, the fish stock in general and thereproduction of demesral species in particular will be endangered. There is also anaquaculture site for crustaceans (Peneus Japonica) within the commune territory, along theroad near Spilleja.
Service activities represent a new sector of economic activities and, although early sign ofgrowth have already developed, experience is still lacking. Small-scale corner shops, smallcoffee bars and retail trade activities absorb a small portion of the under-employedmanpower. The improvement of the primary and secondary road network, as well as a moreintensive use of the capital infrastructure will enable the development of numerous serviceslinked to agriculture, tourism and transport activities.
Tourism will be the easiest and fastest way of providing foreign currency for the communeinvestment plans. In spite of generally preserved, large and potentially profitable natural andcultural resources, incoming tourism is limited by lack of appropriate accommodation stock,infrastructure shortcomings while its development is burdened by scarcity of capitals andinfrastructure. As of lately, Spilleja beach has become a popular bathing and excursion spot,visited mostly during summer weekends by as many as thousands people, predominantlythe inhabitants of Kavaja, Elbasan, Berat, and Durrës, cities which are not more 20-40 kmfrom this area. During the last ten years several tourist establishments, like small hotels,catering facilities (coffee-bars, restaurants) are constructed. Because of the outstandingnatural value and environmental potentials of this site, further construction of touristaccommodation facilities within the pine strip should be not allowed.
3.2.6. Future Economic Growth
Opening the country to the outer world has created conditions for its advantages, such asthe favourable geographic position in the European and Mediterranean context. With itsvaluable and natural and man made resources (beautiful coastline, fertile land,transportation and irrigation networks, cultural heritage) this area is amongst the first tobenefit from the free flows of capital, goods and visitors.
The region as a whole possesses a number of attributes which may stimulate developmentopportunities based on the area’s comparative advantages over the rest of the country.There are several major advantages which should play a positive role in the future:
1. The region location among the main communication corridor gives it a potentialeconomic role in stimulating the development of tourism and agriculture.
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2. With the increasing demand, the commune’s agriculture land may become an importantarea of high value crops (vegetables and fruits) for food processing as well as directconsumption by the growing number of visitors.3. The region has a unique biodiversity quality strengthened by the nearby rivermouth ofShumbin, Karavasta Logoon, which is part of Ramsar Convention, as well as the coastalforest and a long unspoilt sandy beach, offering excellent conditions for recreation,domestic and international tourism.
All these advantages distinguish the Kryevidhi Commune as capable of supporting theincrease in activity of two most important sectors: tourism and agriculture. There areahowever, has important environmental concerns, as well as many infrastructural,institutional, and socio-economic implications that will have to be dealt with before theopportunities are actualised.
3.2.7. Infrastructure systems
The provision of adequate, sufficient and sustainable infrastructure facilities is one of the keycomponents for any socio economic development. This important prerequisite is to be seen,in the particular context of Kryevidh area, whose future development is mainly linked withtourism development. The infrastructure analysis is considered as requirements for suchdevelopment. It aims at answering the question of which infrastructure is needed (in short,mid and long term) as forecasted by tourist development prospective. Infrastructurecomponent includes 5 main sectors as following:
1. Transportation sector,2. Water sector,3. Solid wastes,4. Electricity and5. Telecommunications
The three above mentioned components are briefly presented in the Table 1 below:
TTTTTable 1: able 1: able 1: able 1: able 1: Main Findings regarding infrastructure components
Sector Subsector Assessment Evaluation of potentials
Perspective
Road Access to the area
Bad condition, but in reconstruction process.
Project direct linked to the tourist area
Ports No accedes to the area
On existing port of Durrës
Transportation
Airport No civilian airport and no need for future development
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Source: Consultants’ Assessment
pWater Water Supply No problems
with the resources, problems with their management
Satisfactory and could be adapted to the tourist and overall socio economic development
Perspective to address management and organizational issues.
Waste water Diffuse and overall pollution causing environmental problems
Situation could worsen by rapid implementation of collective treatment units
Site controlled facilities
Domestic waste
Predominantly uncontrolled disposal
Education and control
Solid waste Construction
waste
Few disposal along the road, no particular degradation of environmental landscape
The construction disposal should be envisaged together with the domestic regional land fill site
Prevention and regulatory and control approach are needed.
Electricity
Sufficient in quantity and quality of distribution taken from the hydro-plant of Fieri.
Maybe long term projections under implementation
Some threats for the continuation and achievements of projects.
Terrestrial
No access to the area.
Technical possibilities to increase the telecommunication capacities exist if demand appears.
Once the development process starts telecommunication infrastructure will be extended.
Telecommunications
Mobile
Access to the area of three mobile operators
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4. T4. T4. T4. T4. TOURISM IN KROURISM IN KROURISM IN KROURISM IN KROURISM IN KRYEVIDH COMMUNEYEVIDH COMMUNEYEVIDH COMMUNEYEVIDH COMMUNEYEVIDH COMMUNE
4.1 Tourism Performance
Tourism in Kryevidh Commune is at an embryonic stage, but has the potentials to beplanned and shaped to provide a strong product for the future tourist needs. There aresignificant opportunities for tourism development in Kryevidh because of excellent naturaland cultural resources. In particular the area can build on its unspoilt coastal scenery,cultural heritage and friendly people to project for the future an image of environmentalsympathy, culture, exploration and adventure and of a colourful and hospitable welcome.
4.1.1. Stay Over and Day Trip Visitors
The village of Spilleja is the most important tourism hub of the commune. It caters forapproximately 95 percent of all the commune’s stay-over visitors. During the year 2008,according to the commune authorities, Spilleja attracted almost 2,200-2,400 overnightvisitors, and over 50,000 day trippers from Kavaja. Elbasan and Durrësi areas.
The estimated absolute level of bed nights spent in the area has increased constantly overthe past 4 years, and so are earnings from stay over tourism in more recent years.
In addition to over-night visitors, during the recent years, Spilleja village attracted asignificant number of day trip visitors – both from the Albanian residents and ethnicAlbanians from Kosovo and Macedonia. The bay of Spilleja, together with other coastaland beach areas have had a relatively long tradition as holiday making destination for thecitizens of Kavaja, Elbasan, and Berat. In addition, the nearby world heritage site, thecastle of Bashtova, and those of Turra could contribute to attracting domestic and out-of-state visitors to the area for a short visit.
TTTTTable 2able 2able 2able 2able 2 – The number of visitors grouped by tourists’ category.
Number of visitors Tourist’s category
Domestic Foreigners Total
Percentage
Daily
40,000 10,000 50,000
95.4 %
Overnight stay
2,250 150 2,400
5.6 %
Total
42,250 10,150 52,400
100.0 %
Source: Data collected from the Tax Office of Kryevidh Commune
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The major number of tourists with overnight stays is composed of family groups, aconsiderable part of which are coming from Elbasan, Kavaja and Berat.
The average number of days which a visitor stays in Spilleja is 14 days. The table belowshows in detail the average length of stay in days for tourist staying in hotels and Bed andBreakfast establishments (B&Bs).
TTTTTable 3able 3able 3able 3able 3 – Average length of stay (in days)
Accommodation Establishments Tourist’s category Hotels B&Bs Total Daily
0 0 0
Overnight stay
14 14 28
Total
14 14 28
The relative importance of tourism to the area, can be gauged from the fact that of 61businesses that are operational in the tourist area of the commune, 51 are dependent ontourism. They are directly engaged in tourism - accommodation, restaurants, and cateringservices, with a further 10 businesses in the convenience retail sector which are also heavilydependent on tourism demand.
4.1.2. Profile and Motivation of Stay-Over Visitors
Key Characteristics of Visitors to the Commune
· Majority of visitors are domestic tourist coming from the towns of Kavaja,Elbasan , Durrës and Tiranë;
· A high incidence of repeat visitors.· Almost 95% arrive by car, the others with public sector or private minibuses;· The average length of stay in Spilleja varies from 10-14 nights;· Foreign visitors are mainly coming from Kosovo and Macedonia in the form
of day trippers.
4.1.3. Profile of Day Trip Visitors
The area has a core loyal market of frequent and repeat residents mainly from Elbasan,Berat, Kavaja and Durrës. In addition, the area attracts ethnic Albanians from Kosovo andMacedonia and only few westerners who, while not staying in the area, spend their day-timefor beach recreation.
Source: Data collected from the Tax Office of Kryevidh Commune
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Salient characteristics of this market to Kryevidh Commune include:
· Primarily attracted by and engage in sunbathing and other sea recreationactivities. The incidence of visits determined by a special interest e.g.exploring, fishing, sailing etc. is low other than “swimming.” whichinfluences approximately 95% of the market;
· The majority arrive by their own cars (95%) with bus / coach being used by5% respectively;
· Almost all of day-trippers spend between 6 to 12 hours in the area. .
4.1.4. Purpose of Visit
The majority of visitors to the area are on holiday. However, it would appear that “visitingfamily” friends and relatives” is another significant factor determining the market. Visitingfriends and relatives is a principal influence amongst people coming to Kryevidh, many ofwhom combine a holiday with a visit to family or friends.
Generally, sun and bath is the principal reasons for visiting Spilleja, especially for domesticand foreign visitors and holidaymakers. Natural and cultural heritage, although strongenough, do not act yet as a relatively strong influence for foreign visitors. These type ofattractions represent an important influencing factor for small segments of the market.
4.1.5. Type of Accommodation Used
All visitors who stay overnight in Kryevidh use hotels, guesthouses and B&Bsaccommodation. These types of tourist facilities are clearly concentrated in Spilleja villageand in the immediate surrounding. According to the Tax Office of the commune, in Spillejathere are operational 26 hotels and 12 guest houses and B&Bs. They encounter a certainnumber of tourist beds as is presented in the Table 4 below.
TTTTTable 4:able 4:able 4:able 4:able 4: Types of Accommodation Establishments in Kryevidh Area
Hotels
Guest house and B&Bs
Total
Item No. No of
Beds No. No. of
Beds No. of beds
Number of Tourist beds
26
1,500
12
700
2,200
Source: Data collected from the Tax Office of Kryevidh Commune
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The average capacity of accommodation establishment is 30 rooms per hotel. All the hotelsare small size and belong to individual Albanian investors. They do not exceed the qualitylevel of a 2 star hotel. These facts do not give the promotion potential on internationalmarkets. As seen from the above table, in Spilleja there are 12 guest houses accounting for700 beds. Both the guest houses and B&Bs are not licensed and are usually build as privateproperties maintaining acceptable tourist practices. But the demand is clearly increasing onthese type of accommodation. During the summer season these hotels employ around 114workers mainly as waiters, cookers and barmen.
The accommodation sector in Kryevidh Commune is characterized as follows:
· small number of rooms per property, hotels are typically less than 20-25rooms in size;
· One or two hotels are graded as 3* with the other properties 2* or 1*.· there has been few new developments in the hotel and guesthouse sector,
with only a few providing indoor leisure facilities;· a concentration of capacity on the coast, particularly along Spilleja beach;· properties, are heavily dependent on holiday or short break leisure guests
and hence the demand pattern is very seasonal; and
Between the period 2000 and 2006 the stock of accommodation establishments andtourist capacities has increased substantially. But the occupancy rate is almost 100 percentonly for the period 15 July-15 August. For the first two weeks of July and the last two weeksof August it drops to 60 percent.
gura 1: Tipe te nd
PPPPPicture 1:icture 1:icture 1:icture 1:icture 1: Various type ofaccommodation establishments in Spilleja
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Average prices for room rise from 2,200 to 2,500 per person including lodging and food(half board arrangement).
4.1.6. Satisfaction with Visit
According to the commune authorities, the overall level of satisfaction amongst visitors tothe area is mostly positive. The visitors appreciate the clean environment and the pristinebeach, lack of visitors’ congestions in the beach and rural area. However, a number ofaspects drew negative comments, particularly the very bad road condition, public hygiene,waste management, lack of public toilets, littering, indoor attractions, etc.
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5. THE T5. THE T5. THE T5. THE T5. THE TOURISM PRODUCT IN KROURISM PRODUCT IN KROURISM PRODUCT IN KROURISM PRODUCT IN KROURISM PRODUCT IN KRYEVIDH COMMUNEYEVIDH COMMUNEYEVIDH COMMUNEYEVIDH COMMUNEYEVIDH COMMUNE
A tourism destination may be considered as consisting of five main components:
1. Attractions - those aspects of a destination that provide the appeal and motivation to the visit;2. Facilities - accommodation and catering;3. Transport - both access (getting to the destination) and internal (moving around within the destination);4. Services - shopping, medical, information; and5. Public infrastructure - the support system, including roads, parking and utilities.
All five components are essential to the operation of tourism and are referred to in thisreport as tourism products. A failure in any one will undermine the quality of the totaltourism product and result in a less than satisfactory experience for the tourist. Thecombination of some or all five of these components is used to support tourist activities.They are referred to in this report as tourist products.
5.1. Appeals and Attractions5.1. Appeals and Attractions5.1. Appeals and Attractions5.1. Appeals and Attractions5.1. Appeals and Attractions
The strength of the appeal of a destination to tourists is, more than any other factor, linkedto the quality of its “attractors”. Attractors are those features of a destination, whichstimulate an interest in visiting a destination area and provide the elements that go todevelop an image of the destination. Attractors provide the visitor with the essential incentiveto choose a destination and are also the primary measure in assessing the satisfaction ofhaving visited a destination. In general, the demand for the other components of travel(transport, accommodation, catering, services, and infrastructure) derives from the originalstimulus that comes from the interest in experiencing the attractors.
In this section critical consideration is given to the destination attractors of the commune ofKryevidh under three broad categories:
· Natural attractors· Cultural attractors· Man-made attractors
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TTTTTable 5:able 5:able 5:able 5:able 5: Principal Tourism Attractions of Kryevidh Area
Key: 5 = excellent....1 = Very poor Rating Comments
_______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Natural Attractions Scenery/Natural Beauty 4 Primary attraction, high appeal, Coastline and Beaches & uniqueness Sea 4 High visual appeal, limited amenity use Fauna and Flora 4 Good potential with interpretation
special interest potential______________________________________________________________________________ Cultural Attractions Archaeology 4 Potential competitive advantage History 3 Potential under-exploited Music/Handicrafts 1 Currently very limited Interpretation and Presentation 1 Competitively poor_____________________________________________________________________________ Man-made Attractions Urban Areas 2 In need of further environmental upgrade Amusement/Entertainment 1 Good supply for domestic market Agri-tourism 3 Small scale & developing___________________________________________________________________________
Source: Consultant’s Assessment
In addition to the above day visits attractions, there has been a welcome development of arange of rural and coastal based small scale tourism initiatives to capitalise on the growinginterest in outdoor activities and cultural pursuits. With the support of remittances fromAlbanian emigrants, upwards of 2,000,000 Euro has been invested in 122 businessesover the last ten years.
5.2. INTERNATIONAL TOURISM OUTLOOK
5.2.1. Global Travel Demand
Tourism, along with telecommunications and information technology, is one of three “superservices” that will drive economic growth in the 21st century. Travel and tourism is forecastto account for 11.5% of global GDP and 11.1% of global employment by the year 2006.The global travel and tourism industry is expected to continue to grow well into the 21stcentury, according to research in Tourism: 2020 Vision, (World Tourism Organisation,1997). While there are perceived threats and constraints, the expansion experienced inrecent years is expected to continue, albeit at a slower rate of growth. It is forecast that 1.6
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billion tourists will be visiting foreign countries annually by the year 2020, spending a totalof US$2 trillion per year or US$5 billion a day. In international tourist numbers thisrepresents almost three times more than the 595m recorded in 1996 and in expenditure isnearly five times more than the US$425 billion spent in that year.
Globally it is expected that:· the pattern will be for long-haul travel to continue to grow much faster than
short / medium haul· this is expected to be particularly marked in European origin markets; and,· a drop in the rate of growth to below +5% p.a. in short / medium haul
intra-European travel is predicted.
5.2.2. Trends in Demand
5.2.2.1. Customer Trends
International tourism and its markets are facing unprecedented change caused bydemographic shifts, changing lifestyle values and rapidly evolving technologies. Customers.attitudes are being shaped by education and experience, with major strategic implicationsfor tourism destinations.
Some characteristics of tomorrow’s customer provide pointers to their expectations:
· People are taking more frequent trips of shorter duration. The main holidayis becoming a redundant concept for many customers, with the growth inincidence of short breaks and special interest travel;
· They are becoming more sophisticated, better educated and more travel-experienced, and they demand increasingly higher standards. They requiregreater authenticity and more discoveries, and they seek out the opinions ofother travellers about destinations;
· They are older and more affluent, more physically and mentally active, andrequire a greater range of activity-oriented experiences. Activities andinterests increasingly determine their choice of destinations, and cultivate aclientele loyal to those that provide their favoured activities in a consistent,imaginative and high quality form;
· They are more self-aware in an increasingly stressful world, prefer lesscrowded environments and require time-efficient use of their leisure time.“Pampering” is being increasingly sought after;
· They value learning and self-improvement. They are better educated, morediscerning, and seek fulfilling experiences beyond mere relaxation. Theywant to become involved with their holiday environment, learn new skills andinteract with the communities and cultures of their destinations;
· They look for holidays that have a low impact on both the physical andcultural environments.
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Eco-endorsement systems, such as the World Travel and Tourism Council’s (WTTC) “GreenGlobe”, are influencing destination choices, and “eco-friendly” programmes are appealingto a growing segment of the market; and
· They increasingly look for better value for money and transparent coststructures and they make comparative value judgements on a more globalbasis. They require clear .menus. of holiday options and their cost, but withthe facility to easily customise their holidays. They are high users ofinformation technology and seek immediate information and interactivereservations facilities. In many cases, tourists are looking for more “content”in their holidays and this is reflected in a number of trends.
· Cultural activities are becoming an increasingly important holidayattraction, often as an “add on” factor. “Culture and heritage”, both as partof an overall image and through specific products / events, are increasinglybeing promoted by all destinations (e.g., Spain is a particularly good casestudy). This reflects the increasing emphasis on attracting high-yield tourists.“Culture and heritage” covers a variety of different product types withconsiderable scope of specialisation and innovative development. Suchdevelopment includes “themed events”, particularly in the off-season, andthe “dynamising” of attractions, helping to differentiate the product, toencourage repeat visits.
· Continuing growth in the increasing competitive sports activity market.While the overall specialist market is small, combinations of activities oradd-ons, such as mixing sports activities with each other, with specialevents, cultural pursuits or gourmet foods, are becoming increasinglypopular.
5.2.2.2. Product Trends
The principle product trends evident in demand patterns include:
· “green tourism”: the growing incidence of nature based attractions andactivities;
· “soft-adventure” products where challenge and activity are combined withcomfort;
· focus on environmental management, including eco-branding;· interpretation and presentation of history and culture;· authentic small scale developments allowing for specialisation and / or
interaction with resident population;· multi-facility resorts to cater to varying needs of market segments and
provide convenience and efficiency for the “time-poor” segments;· special events including festivals are increasingly being used as travel
motivators;· emphasis on delivering consistent service quality, and a proliferation of
brand named products. Implications for tourism to and within Ireland thetrend towards shorter stays has implications for product providers andpresents a marketing challenge;
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· the increasing importance of “attractors” or “motivators” in the choice ofdestination means that to remain competitive an area will have to present“reasons to visit” which cater to the interests and activities of the potentialvisitor;
· the holiday market, whether out-of-state or domestic, can no longer betreated as a homogenous market, but needs to be addressed in asegmented approach;
· quality and value for money need to be constantly reinforced by goodphysical, operational and service standards delivered through continualinvestment in plant, facilities and personnel;
The more significant emerging market segments are variously defined as:
· the “grey market”, reflecting the ageing of the population of the developedworld and producing a growing absolute numbers and proportion of thepopulation who have increased time and resources to travel;
· “special interest market segments” for whom the choice of destination isincreasingly being determined by interest and / or activity which tourists wishto pursue. The “reason to visit” is becoming increasingly important as themotivating factor for travel. These include participation in sporting activitiestogether with cultural and entertainment activities or events;
· “self-fulfilment travel segment” which represents a growing number ofpeople who travel to further enhance their lives through intellectual and / orphysical fulfilment. Travel for educational reasons, both formal adulteducation programmes and informal informative travel together with healthand fitness are evident as motivators to travel.
· “adventure travel”, both soft adventure and more challenging expeditions,are growing in demand reflecting people’s desire to experience achievement.
An underlying aspect to any segmentation of the market is the growing environmentalconsciousness amongst travellers. While there is a segment of the market that can beidentified as “green”, they are relatively small in number and have very specific destinationand trip requirements. However on a broader scale most segments, however defined, areexhibiting a growing interest and concern for the environment. This in turn is evident in themarketing positioning, appeals and messages which destinations, product providers, anddistributors are adopting in a highly competitive market. This changing customer profilepresents three critically important challenges for the supplier of travel and holidayexperiences:
· how to effectively communicate the range, appeals and experience value ofthe destination or product;
· how to develop an innovative, flexible product appropriate to the needs ofthe consumer; and,
· how to achieve effective distribution of a product meeting a wide range ofindividual demands.
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These trends and destination challenges require a strategic response that satisfies thischanging pattern of demand on the part of consumers. Tourism providers are increasinglyoffering more flexible arrangements that allow customers to tailor their own holidays.Typically they are segmenting their product and pricing in order to satisfy as wide a range ofcustomer needs as possible. For example, hotels are creating “themed” events, where theprimary motivation is to pursue the activity or interest, with the accommodation locationbeing secondary to the decision.
5.2.3. Outlook for Tourism to Kryevidh Commune
Tourism to Spilleja has enjoyed a period of considerable growth over the past six years. Thishas resulted from increasing popularity and “fashionability” of the destination due toincreased recognition of the area and significant improvement in the cost of access andexpansion of hotels and catering facilities. Furthermore access to the area which hasbecome more competitive is expected to continue to expand in terms of routes andcapacities. The marketing strategy directed towards a range of niche or special interestsegments is forecast to motivate a growing number of visitors. Best estimates would suggestthat total overseas visitor traffic to Spilleja should continue to grow at a rate of not less that+5% per annum over the next five. Within the total some source markets and marketsegments can be expected to perform better than average yielding higher growth rates.
In the short to medium term the better prospects by source market are expected to include:
· Great Britain: mainly short breaks and special interest trips;· Mainland Europe: expected return to growth from Germany and France
while Nordic countries present good growth opportunities.
The level of visitors in the future will depend on the continuation of environmental sympathyand the overall number of visitors to the entire Durrësi area, and Albania in overall. The onlyproblem remains the availability of adequate and suitable visitor accommodations andother tourist facilities.
5.3. Factors Influencing Future Performance in KryevidhCommune
The performance of tourism within the commune will be largely determined by a set ofexternal and internal factors. External factors that will impact performance, and are largelyoutside the control of the Commune Council and the industry in the area, include:
· an increased level of popularity and demand from outside the are ofKryevidh;
· demand for holidays and day trips within Durrësi Bay reflecting economicconditions coupled with socio-demographic and life-style patterns.
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Internal factors, however, are those over which the local stakeholders have control. Thefactors most likely to impact tourism development will include:
· the ability of the area to appeal to the various market segments by providingappropriate
· “attractors”, accommodation and services in order to effectively competewith other destinations;
· the competitiveness of the area in terms of value based quality delivered forprice paid by the visitor;
· marketing effectiveness in attracting visitors to the area; and· understanding the particular needs of the best prospects for growth.
5.4. Strategic Issues
5.4.1 Strengths, Weaknesses, Threats and Opportunities ofSpilleja as a tourism destination.
Supported by ADF representative and the chairman of Kryevidh Commune the consultantscarried out an analysis of the strengths, weaknesses, opportunities, and the threats (SWOTAnalysis) of the area’s existing and potential tourism. Such an analysis has provided aframework for the product to be developed and actions to be taken. This analysis is set outin Appendix 1.
In summary the SWOT analysis demonstrates that:
· The commune of Kryevidh, especially the Spilleja area has a significant list ofstrengths in its coastline, scenery, culture heritage, friendly people andrelatively unspoiled character;
· There are however, many weaknesses, such as the poor state ofinfrastructure, lack of sanitation standards, lack of manpower training andpour tourist facilities that could deter the development of a sophisticatedtourism industry for many years.
· Nevertheless, the opportunities for developing certain type of tourismproducts in the area, notwithstanding the treats facing tourist developmentin Spilleja, are considerable. Given the low base of tourism at present, theinitial growth rate may not be substantial but the potential rewards could belarge in the longer term.
5.5. Market Opportunities and Challenges
The area’s current market positioning strength is primarily within the domestic market,where it has traditionally attracted main holiday visitors and day trippers. However, the
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dramatic congestion of “tourist” establishments in the adjacent area of Golem indicatesthat there is a huge need for resorts and unspoiled seaside resources, while the competitionfor attracting visitors is increasing as the available leisure options extend beyond day trips.The area already attracts, but in limited numbers, ten to two week stay visitors, or shortleisure breaks in the form of day trippers. There is also a very small number of specialinterest visitors, for example, nature lovers, walking and hunting activities. These marketsegments are each growth segments and offer an opportunity for destinations, which canprovide the appropriate “attractors” at a quality and price to meet market expectations.
TTTTTable 6: able 6: able 6: able 6: able 6: Principal Market Segments of Kryevidh Commune
Market Segment Current Situation Segment Potential Main / traditional holidays Important In decline Short breaks Limited Growing Touring Limited Growing Special Interest Limited Growing Day trips Important Static
Changing circumstances, for example, increased economic prosperity, life-style patternsand growing potential to attract foreign visitors offers an important opportunity for thisdestination.
The market opportunities for tourism in Spilleja is summarised in the table 7, reflecting asegmentation approach to attracting visitors based on the motivation for travel experience.
TTTTTable 7:able 7:able 7:able 7:able 7: Projected Demand for Kryevidh Commune
Source: Consultants assessment based on findings from research, consultations and observations
Market Segment Long Holidays Short Holidays Countryside/Sea recreation Touring - Special Interest Health/Fitness/ Day trips
Source: Consultants’ assessment based on findings from research and consultations.Key to the table: •=above average growth; “=average growth; -=little change or growth
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After general seaside tourism holidays, the best prospects for tourism to the area are basedon rural tourism, and special interest holidays, including self exploring and cultural heritageactivities.
The stakeholders within the area are more confident in predicting growth from outside thecommune than from within. The majority of those engaged in the business foresee that therate of increase in external demand will significantly outpace the growth in demand from thedomestic market. The best prospects for growth are most likely to be the markets of Kosovaand Macedonia, and later on from Germany, Austria and Scandinavian countries.
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6. GO6. GO6. GO6. GO6. GOALSALSALSALSALS, VISION & STRA, VISION & STRA, VISION & STRA, VISION & STRA, VISION & STRATEGTEGTEGTEGTEGYYYYY
6.1 Tourism Development Goals
Tourism in Kryevidh Commune is facing a period of steady growth with high opportunities inthe near future. Significant growth is anticipated in foreign visitors coming mainly formKosovo and Macedonia, while new life-style patterns will change domestic tourism demand.
The key objectives for tourism are to:
· Expand tourism’s importance within the local economy through increasedearnings and job creation;
· Ensure the sustainability of the tourism sector;· Optimise socio-cultural and quality of life benefits for the residents.
6.2 Tourism Vision
Tourism is likely to be a key business sector in the area of Kryevidh over the next decade,thus contributing to economic growth and social prosperity. While the primary appeal willcontinue to be its coastal scenery and natural resources the market profile of tourism toKryevidh will shift from a predominance of domestic mass market summer visitors to agreater mix of more upscale, active and discerning tourists from within and outside Albania.New tourism experiences will be offered which will enhance the appeal of the area andprovide more reasons to visit. The visitor’s quality of experience will benefit from investmentin facilities in a well managed environment and will be enhanced by improved standards ofservice and good value for money.
This vision of the future is predicted on a set of core strategic choices, which relate to:
· the type and scale of tourism desirable for the area;· the market segments which best match the destinations; aspirations; and· the most effective means of communicating with the target markets.
The above vision is optimal from a number of perspectives:
· The best interests of existing stakeholders;· Most beneficial for long term economic, environmental and social
sustainability; and· Caters to changing customer trends.
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6.3 Guiding Principles
The key guiding principles that should shape strategy and assist in the management of thetourism’s future development are:
Sustainable Tourism: Tourism is a longer-term investment sector with the future criticallydependent on how the natural, man-made and human assets are managed. Over-exploitation of the assets and their potential has been shown in other destinations to bedetrimental to future growth. Developments which adversely impact the environment, whichare short-term, high volume, and opportunistic in nature should be avoided. The type oftourism envisaged is one which will provide improved recreation / leisure facilities, enhancedliving, working and learning environments and expanded career opportunities for residents.Key aspects which require attention in order to ensure a sustainable tourism sector, includeland use policies; management of the physical environment; conservation of natural andcultural heritage sites;development of market-led products; and investment in human resources.
Profitability::::: Businesses within the sector need to derive an adequate profit to ensurecontinued expansion through investment. Traditionally most businesses within the sectorhave been relatively low profit earners. Profitability of the sector needs to be improved byincreased utilisation of the assets within the sector, particularly high capital assets ofaccommodation; the introduction of greater efficiencies, especially for the large number ofsmall to medium sized enterprises; and ensuring that increases in volume sales are achievedon the basis of “value-added. strategies rather than any further lowering of price.
Selective Investment::::: The experience elsewhere has demonstrated that market share growthcomes as a result of significant investment in product development and marketing. It isapparent that future product investments need to focus more sharply on product “gaps” andbe capable of ensuring viability. Future investment strategies will need to be highly selectiveand targeted in their objectives. Given the unique circumstances and challenges facingtraditional resorts such as Durrësi and Golemi Bay, especially in respect of visitoraccommodation, a compelling case could be made for specific investment incentives toredress these issues by way of great aid and/or tax incentives.
Targeted Marketing::::: In an expanding and increasingly competitive market environmentsuccess will be dependent on identifying the best prospects and choosing the most efficientmeans of communicating with those target markets. Information technology is changing theway in which destinations and tourism products compete. The strategic choices for thefuture developments of tourism in Kryevidh Commune should focus on unique aspects of thearea and by developing a distinctiveness of experience that will appeal to identified targetmarkets. The choice of markets should be determined by their respective value potential interms of appropriateness to the area’s products and type of tourism sought; theirenvironmental and economic impacts, particularly in regard to season extension andbusiness sustainability.
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Public Private Sector Partnership: Successful destinations are those which have beeninvolved in a partnership between the public and the private sectors. Greater co-operationand integration of effort should be a high priority in developing tourism in KryevidhCommune. Such co-operation and mutual understanding will be necessary to effectivelyplan and implement product development, marketing and visitor service strategies. Effectivepartnership should include expanded communication, and effective consultative andimplementation mechanisms to ensure a coherent and constituent implementation oftourism strategy. Changing roles and circumstances also offer greater opportunities than inthe past for joint ventures and other forms of co-operation.
6.4 Strategic Implications of Goals and Vision
The strategic implications of the stated vision require significant responses on the part of alltourism stakeholders, public, private and voluntary sectors. In the short to medium term thetourism industry in the area needs to move from a situation where it is reacting to marketconditions and competitors to a position where it is creating demand. Otherwise thecommune authorities will fail to restore and sustain tourism competitiveness in anincreasingly complex and competitive marketplace.
The key economic goal - the achievement of an increase in tourism revenue - should betargeted in five principal ways:
· Increased expenditure per visitor: providing activities that encourage thevisitor to spend more money and / or prolong their stay can increase theyield from each visitor;
· More foreign visitors: an overall increase in the number of visitors, within thecarrying capacity limits, by attracting an increased share of foreign visitorswill lead to growth in tourism revenue;
· Hold share of domestic market: in a changing home market, the challengefor Kryevidh will be to hold share of stay over and day trip markets;
· Longer season: need to introduce more innovative mechanisms forexpanding the tourist season, such as staging events, creative packaging,etc. which generate more revenue and profitability within the tourism sector;and
· Cater to “niche” markets: increasing market segmentation and limitedmarketing resources dictates that Kryevidh should focus more on specificspecial interest markets, including rural based tourism.
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FFFFFigure 8: Achieving the Visionigure 8: Achieving the Visionigure 8: Achieving the Visionigure 8: Achieving the Visionigure 8: Achieving the Vision
Increased Tourism Revenue Goal
Increase
Expenditure per visit
Extend Tourist Season
Cater to “niche” special
interest Market
Objec-
Attract more Foreign Visitors
tives
Focus on selected market prospects “Market Focus”
Extend and Improve
Tourism Product
Improve value for money satisfaction
“Quality Assurance”
Strategies
6.5 Core Strategies
Based on these guidelines and goals, three “core” strategies proposed are as follows:
A Sharp Market Focus:Requires commitment of necessary resources to more effective target-led marketing in thoseselected source markets offering the best potential over time. This commitment should bebased on research and effective partnerships. The latter will require adequate expertise tomaximise the impact of the combined public and private sector marketing activities.
Develop TDevelop TDevelop TDevelop TDevelop Tourism Pourism Pourism Pourism Pourism ProductroductroductroductroductDevelop an improved range of visitor accommodation, “attractors” and services to attract“new” tourists. Development should match the environment, scale, and aspirations of thedestination while catering to an increasingly sophisticated market.
Provide “Quality Assurance”:Key issues such as service quality delivery, and the arrangements between the disparateentities involved in tourism in both the public and private sectors, should be addressed toensure a higher visitor satisfaction and value for money rating.
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The core strategies are interconnected and interdependent and, as such, the achievement ofthe goals is contingent upon the adoption and implementation of all three strategies.Recommended elements in these three broad “core” strategies are detailed in Chapters 7, 8and 9.
TTTTTable 9: able 9: able 9: able 9: able 9: Core Strategies for Key Elements__________________________________________________________________________________ 1. Market Focus • Focus on “best prospect” market sectors; • Invest more in destination marketing; • Set aggressive targets to provide clear objectives and motivation for the sector; • Develop niche markets focused on activities and interests; • Publish and review ”Tourism Action Plan” annually; • Explore new channels of distribution _________________________________________________________________________________ 2. Develop “Growth Engines” • Continue to play to distinctive sources of
advantage i.e. the natural coastal and rural environment, and manmade attractions including
the castles of Bashtova and Turrës; • Protect, conserve and manage the environment; • Create new destination “attractors” for
various market segments e.g. integrated caravan resort rural tourism and cultural events;
• Investment in essential infrastructure; • Create a business-friendly economic and fiscal environment; ________________________________________________________________________________ 3. Provide Quality Assurance • Promote an environmentally friendly tourism culture across
all the commune villages through effective public awareness and education programmes;
• Quality and value for money experience; • Management and customer service delivery; • Ensure adequate training in skills and competencies;
• Create a new public-private sector partnership between local authority and business.
________________________________________________________________________________
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7. MARKETING STRA7. MARKETING STRA7. MARKETING STRA7. MARKETING STRA7. MARKETING STRATEGTEGTEGTEGTEGY “Y “Y “Y “Y “A SHARPER FOCUS”.A SHARPER FOCUS”.A SHARPER FOCUS”.A SHARPER FOCUS”.A SHARPER FOCUS”.
7.1. Market Objectives
The marketing strategy must address the following objectives:
· Compensate for the anticipated decline in some of the area’s traditionalmarkets by penetrating new source markets;
· Increase tourism revenue through higher average expenditure per visit from alarger number of visitors;
· Achieve a better balance between supply and demand through improvedutilisation of capacity, particularly outside of the peak summer months;
· Develop an optimum mix of visitors by source market to maximise revenuewhile ensuring a compatibility of visitor segments to the area;
· Move away from the lower spending mass sea-side visitors to a moresegmented market defined by holiday type and motivation; and
· Secure appropriate and effective distribution of the holiday product within thedefined target markets.
Furthermore, the marketing strategy must address a number of variables, including:
· The opportunity presented by an expanding market out-of-Albania;· The increasing complexity of the markets - changing customer trends,
increasing competition, and a broadening spectrum of motivationsdetermining choice of destination;
· Increasing competition from other areas within Adriatic Coast.
The marketing of the area therefore needs to encompass a number of strategies which canbest realise the objectives set for the sector while effectively addressing the issues and trendswhich will determine performance in a challenging marketplace.
The recommended strategy is one of demand creation achieved through:
· A sharp focus on improved competitiveness achieved through a positioningof the destination coupled with a greater segmentation of products vs. nichemarkets;
· A refocusing on best prospect market through prioritisation and greaterselectivity; and
· A redesign of communications and distribution within the markets.
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7.2. Market Positioning
Recent research, consultation and market analysis confirm that the positioning of the area isas one of Adriatic’s top coastal resorts, a place for sun and sea traditional fun for bothholidaymakers and day trippers. The area is currently strongly positioned in terms ofawareness and image in the domestic market and will compete with other coastal resortssuch as Durrës, Golem, Seman and Vlora.
Positioning of the area will require the projection of a number of appeals which will act asmotivators for particular target market segments. The challenge will be to project thoseappeals which will distinguish the destination, taking account of market trends and theobjective of attracting, higher spending year-round tourists.
From available research it is apparent that the core values should include:· Natural environment: sea, coast and scenery;· A range of day visitor attractions;· Water sports and outdoor activities;· Shkumbini River Mouth and the adjacent Karavasta Lagoon;
Ideally additions to the image should include:· A range of interesting heritage attractions· A broad range of “things to do and see”;· A rural outdoor environment; and· Quality guest accommodation options.
7.3. Segmentation of the Visitor Market
The principal segments in which the area could realistically compete are as follows:
Domestic MarketTraditional holidays;
· Day-trips;· Short and mid breaks;· “ Leisure;· “ Activities;· Events and meetings
Foreign Markets· Touring (car, coach, other);· Short leisure breaks;· Cultural Interest activities;· Increasingly special interest activities, such as walking, cycling, sailing, bird
watching, etc. are determining choice of destination for a growing segmentof the market.
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As competition for this expanding segment is increasing, it is important that Spilleja competein those segments where it can offer a comparative advantage e.g. nature and culturalheritage. While small niche markets exist for these type of activities, the commune authoritiesshould prioritise these segments according to their ability to meet the objectives of seasonextension, product utilisation and yield, recognising that in each instance the volume ofvisitors will be small. However, the potential for presenting a diversified image andestablishing a reputation for excellence is more significant. An important characteristic of thegrowth segments is the compatibility between the interest or activity and a rural environment.While the area and scale of rural tourism attractions within Kryevidh Commune is unlimitedthere is an undoubted opportunity to market holidays and attractions which will provide avaluable counterbalance to the area’s traditional seaside image.
7.4 Recommendations
Generic destination awareness campaigns in the domestic market and the Republic ofKosovo and Macedonia should gradually shift to featuring a range of motivations andleisure products. While TV is the most powerful medium for creating image awareness, it iscostly and greater use of publicity in life-style publications, radio and TV programmes will benecessary to communicate a new awareness of the diversity of holiday options to thepotential market.
Such communications can be more effectively targeted and can feature the productexperience above that of the destination.
· In targeting the overseas markets, promotion should concentrate on thetravel trade - incoming and overseas tour operators.
· Publicity in appropriate media will represent an important aspect of creatingawareness and establishing credibility within the segments;
· Marketing cooperatives, incorporating product and accommodationsuppliers in the area, should be encouraged. Also the operators should beencouraged to participate in national marketing consortia, such as nationaland international tourist fairs. The establishment of the Hotel Association forSpilleja represents a good example of destination co-operative marketingwhich must be enhanced by participating in other broader scaleorganizations and well-known marketing consortia for hotels in Albania.
· The marketing of the rural areas should seek to project the appeals to thosewho will be attracted to visit for an activity holiday together with thosegeneral holidaymakers who can be enticed to explore the rural hinterland asa day-trip;
· Direct data-based campaigns to individuals and life-style affinity groupings inAlbanian and foreign tour operators should be undertaken;
· The development of an interactive tourism website, with good links to othersites should be a priority.
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8. PRODUCT DEVEL8. PRODUCT DEVEL8. PRODUCT DEVEL8. PRODUCT DEVEL8. PRODUCT DEVELOPMENT STRAOPMENT STRAOPMENT STRAOPMENT STRAOPMENT STRATEGTEGTEGTEGTEGYYYYY
Product strategy is concerned with changing the product in a way that will make it moreappealing to the target market. The strategy is aimed at supporting the attainment of the fivetourism objectives, namely, to:
· Attract visitors from new markets;· Generate longer stays;· Increase the expenditure of each visitor;· Extend the tourism season; and· Attract “niche”/special interest tourists.
As tourism demand is product driven, the type and quality of the tourism product on offerwill determine success or failure in the marketplace. Research and analysis has identified anumber of product “gaps”, or shortcomings that need to be addressed in area.
Central to the success of the product strategy will be the implementation of a number ofspecific concepts:
· A range of tourist experiences “things to do and see”;· Creating new “reasons to visit” which will appeal to markets outside
Kryevidh;· Interpreting and presenting the natural and manmade heritage
of the area; and· Providing a range of market acceptable guest accommodation.
8.1 Visitor”Attractors”
The most important aspect of a destination’s or area’s appeal for visitors can be broadlydefined as the set of attractions which give people cause to visit. These reasons to visit arecommonly referred to as “attractors”. While the business community in Kryevidh has anestablished set of attractors which to a certain extend matches the needs of the domesticmarket, the challenge facing the area is how to ensure an adequate range of attractorswhich will appeal to tomorrow’s tourists from Albania and overseas.
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If public-private partnership in Kryevidh Commune is to compete in the potential newmarkets and cater to the needs of tomorrow’s customers, the area needs to create “reasonsto visit”. These “reasons to visit” should appeal to foreign tourists as well as domesticholidaymakers, while at the same time enhance the visitor appeal and experience of a visit tothe areas. Only in this way can commune authorities and local business improve itscompetitive positioning in an expanding but more discerning potential market.
A strategic weakness already identified is the current lack of distinctive reasons to visit whichwould appeal to differing market segments and the relatively poor product base, whichwould allow the area to compete in the growing special interest visitor segments.
Identified shortcomings in range of “attractors”Identified shortcomings in range of “attractors”Identified shortcomings in range of “attractors”Identified shortcomings in range of “attractors”Identified shortcomings in range of “attractors”: The research and analysis indicatesthat at present the area has a number of “gaps” in the range of attractors on offer. Theprinciple shortcomings in catering to a wider source market and matching the needs of theinternational and domestic source markets are:
· Heritage: the area poorly presents its natural and cultural heritage to amarket which places a high value on heritage as a motivator to visit thearea;
· Activities: as an activity holiday destination the area is almost exclusivelyknown as “sun and beach” destination. The potential to appeal to specialinterest markets is currently under-exploited.
· Entertainment: to cater to stay over visitors in the evening is productrequirement for an area catering to tourists.
In addition to the above, it will be important for authorities of Kryevidh Commune to ensurethat there are an adequate number of high visibility attractors that can capture the attentionof touring visitors and cause them to stop within the area en-route to or from Vlora region.Such “stoppers” can range from an inviting pleasant environment to specific highly visibleattractions which would cause a visitor to stop.
Recommended “Attractor” Strategy
In developing new attractors the strategy recommended is one which will:· maximise “generative” effect across optimum number of segments;· develop a distinctiveness, ideally a uniqueness, within Kryevidh; and· secure private sector funding and management (or PPP) and ensure viability.
While the majority of attractors are likely to be located within the “service triangle” (Spilleja-Bashtova Castle - Shkumbin Rivermouth), the development of inland rural tourism in thefuture is recommended which would complement the coastal attractors.
In addressing this issue, .attractors. have been categorised as follows:
· “hard attractors” refer to those which are capital intensive and wouldtypically be a new build or the conversion or use of an existing building; and,
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· “soft attractors” which typically would utilise existing resources throughorganisation and manpower resources rather than capital investment.
8.1.1. “Hard Attractors”.
In developing options in respect of attractors requiring capital investment a range ofproducts were identified. In each instance the market opportunity was evaluated followed bya preliminary assessment of the appropriateness, distinctiveness and overall “market fit”.Within the context of a tourism development strategy an outline evaluation, based primarilyon experience elsewhere, was used to assess the scale and likely attractiveness of theinvestment and viability of the operation.
The following indicative list of prospects is presented on the basis that each:
· has the ability to attract new visitors to the area and / or increase theexpenditure of visitors;
· is of a scale and risk that is not disproportionate to the opportunity; and· satisfies an identified product “gap” and projected visitor need.
A preliminary assessment suggests that each of the following are feasible, and of greatimportance for the diversification of tourism product.
Caravan Camping. Caravan Camping. Caravan Camping. Caravan Camping. Caravan Camping. A phased environmental enhancement programme and developmentof a cluster of complimentary visitor attractors is proposed, by selecting a suitable area forcaravanning activities along the shore of Spilleja. The commune authorities together withbusiness representatives are enthusiastic about the success of such establishment. Thisproject would involve removal of some herbs and bushes, construction of a wooden bridgeleading to the beach area, the appropriate furnishing of a 240 m street, linking the caravansite with village road, and greenery maintenance. A mix of retail of high appeal to touristwould be necessary such as craft shops, farmhouse goods, etc. Car parking should also beprovided on the outskirts of the camping ground.
The Construction of Open Bars and PThe Construction of Open Bars and PThe Construction of Open Bars and PThe Construction of Open Bars and PThe Construction of Open Bars and Public Tublic Tublic Tublic Tublic Toilets along the Beach. oilets along the Beach. oilets along the Beach. oilets along the Beach. oilets along the Beach. Meeting suchinfrastructure requirement is must, because for the moment almost all visitors pass theirwaters to the sea. The construction of public showers would also cater for the needs of seabathers. At the moment there are two or three concrete constructions providingrefreshments and catering facilities to the visitors. Because of the outstanding natural valueof the beach area, further construction of such establishments should be stopped. Instead,the commune authorities should give activity licences to the operators who committhemselves to construct removable facilities according to orderly development and aestheticprinciples.
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Outdoor Arena. Outdoor Arena. Outdoor Arena. Outdoor Arena. Outdoor Arena. A dedicated venue with purpose built facilities to cater for motor sports,competitive car and cycle events, together with recreational use. The venue could also caterfor other recreational activities and events. A new off-road venue would consolidate thearea’s position as a motor sports location and anticipate likely safety and environmentalpressure on the continuation of motor sports on public roads.
Bashtova Castle. Bashtova Castle. Bashtova Castle. Bashtova Castle. Bashtova Castle. As the major historical site on the prime tourist route in the area, asignificant improvement in interpretation of the site and visitor access is proposed in thisstrategy. This site could cater to local and foreign visitors by organizing variousentertainment activities, such as the gastronomic event where traditional cooking receiptsare presented to visitors. In collaboration with regional authorities in charge of culturemonuments, it could successfully converted into an open area theatre and cinema show,where tourist could have the opportunity to see movies at least twice a week. In setting out toachieve the implementation of these activities, the illumination of the site is proposedtogether with upgrading of the road leading to the castle.
Picture 2: Several Views from Bashtova Castle
Themed Evening Entertainment Themed Evening Entertainment Themed Evening Entertainment Themed Evening Entertainment Themed Evening Entertainment A scheduled evening event featuring dinner andentertainment to cater to long stay visitors is suggested. The themes for consideration mightinclude authentic menus, costumed waiting personnel and music entertainment. Potentialvenues could include the existing hotels, or restaurants, or an independent venue, such asthe Bashtova Castle.
Surfing Spot. Surfing Spot. Surfing Spot. Surfing Spot. Surfing Spot. A centre to provide changing and locker rooms, equipment storage andmaintenance is proposed. While the daily expenditure of surfers may not be high, the newcentre would help to consolidate the venue for the sport, increase awareness, and provideintegrated facilities suitable for group visits outside of the peak months.
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Kryevidh Regional Museum. Kryevidh Regional Museum. Kryevidh Regional Museum. Kryevidh Regional Museum. Kryevidh Regional Museum. While not primarily a tourist attraction, the setting up of anew regional museum at Spilleja village presents an opportunity to present aspects of thearea’s heritage to visitors by means of special exhibitions and / or interpretation of nearbysites, such as Rreth Greth.
Shkumbini River mouth. Shkumbini River mouth. Shkumbini River mouth. Shkumbini River mouth. Shkumbini River mouth. The amenity potential of Shkumbini River Mouth for tourism hasyet to be realised. Low impact type developments are proposed to include angling accessand stands and controlled use of motorised pleasure crafts. River bank amenity and walksare also highly desirable. Development initiatives underway including angling stands,improvement walks are welcome developments which should be encouraged to furtherexploit the amenity and recreational potential of the Shkumbini rivermouth.
The Adjacent Lagoon of Karavasta.The Adjacent Lagoon of Karavasta.The Adjacent Lagoon of Karavasta.The Adjacent Lagoon of Karavasta.The Adjacent Lagoon of Karavasta. This lagoon which is located south to Shkumbiniriver mouth is the largest wetland site in Albania. Inside the Karavasta area there are threecategories of Protected Areas: (i) Karavasta Lagoon, which is Strict Natural Reserve, (II)Divjaka National park, and (III Kulari- Managed Nature Reserve. The wetland shelters largequantities of winter water birds and is also a major nesting site for species of conservationconcerns. At least six species of birds in Karavasta represent figures of internationalimportance. Among them the worth mentioning is the presence of Globally ThreatenedSpecies such as the Dalmatian Pelican, Great Spotted Eagle, etc. Thus, the potentials forrecreation through nature tourism (including naturalist excursions, bird watching, horseriding and carefully regulated angling and hunting) are real and could serve as a magnetfor tourist attraction.
RRRRRural Tural Tural Tural Tural Tourism. ourism. ourism. ourism. ourism. The continuation of low scale tourism projects in rural areas is highlydesirable provided that accommodation is linked to particular activities, such as walking,angling, horse-riding, cycling, etc. While rural tourism is unlikely to feature strongly in themarket positioning, a niche potential exists to attract visitors for a specialist rural experience.It should be possible also to engage other visitors for day visits. Recently developed productssuch as farm shop, pottery studio, farm trail, and “put and take” fishing lake have yet torealize their potential. While the marketing of stay-over rural holidays is probably bestaccomplished through association with specialist tour operators and co-operation withneighboring areas, consideration should be given to greater promotion of activities andattractions in the rural areas to holiday visitors at the coastal resorts.
8.1.2. “Soft Attractors”
A further range of attractors have been identified which are capable of either attracting newvisitors and / or enhancing the experience of visitors attracted by other factors. In eachinstance these attractors utilize existing resources - facilities and people - and whilerequiring some investment are not capital intensive.
Enhancing visitor appeal and experience: Some Recommendations
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In addressing the shortcomings a number of initiatives are proposed for consideration whichwould enhance the visitor experience and increase visitor expenditure by prolonging the stayin the area:
Countryside WCountryside WCountryside WCountryside WCountryside Walks. alks. alks. alks. alks. The development of one or two signposted walking and biking routesfrom 2 to 10 km, to both the casual and the serious walkers, will make the rural aspects ofthe area accessible to visitors, providing a contrasting and complementary experience to thecoastal aspects of the area.
FFFFFree Bike and Horse Riding Scheme. ree Bike and Horse Riding Scheme. ree Bike and Horse Riding Scheme. ree Bike and Horse Riding Scheme. ree Bike and Horse Riding Scheme. To encourage longer stays and to facilitate lowenvironmental impact mobility within the area a free bike and low cost horse riding schemeis proposed in conjunction with designated cycle ways. The Commune authorities inconjunction with a sponsor might consider such an initiative which is quite common inEuropean cities. This service would help to reduce the level of car traffic through the areaand channel visitors to a range of fragile sites and attractions. The service might be providedby a local guide, or a specialist tourist route operator.
“““““Themed” WThemed” WThemed” WThemed” WThemed” Walking Talking Talking Talking Talking Tours. ours. ours. ours. ours. A series of themed walking tours from high-density visitorpoints e.g. Spilleja village is suggested. Themes might include historical sites; churches; thecastle of Bashtova, Turra Castle, Karavasta Lagoon, etc. These tours should be led by trainedguides.
Hotel and PHotel and PHotel and PHotel and PHotel and Pub Entertainment. ub Entertainment. ub Entertainment. ub Entertainment. ub Entertainment. A schedule of in-hotel and pub entertainment, includingmusic, bands, singers etc. - should be used to enliven the visitor experience to Spilleja and/orKryevidh Commune. A program of entertainment for the area might include also DJs, anytheater troupes, etc.
Attracting Special Interest Markets: Some Recommendations. Attracting Special Interest Markets: Some Recommendations. Attracting Special Interest Markets: Some Recommendations. Attracting Special Interest Markets: Some Recommendations. Attracting Special Interest Markets: Some Recommendations. The potential marketfor the area can be expanded considerably by providing identified niche markets withparticular motivations for visiting. A number of initiatives are proposed which would create areason to visit for specialist segments of the market that might not otherwise consider visitingthe area. The following proposals draw on existing resources and involve organization andcreative marketing of “self-fulfillment” type holidays rather than capital expenditure.
Organic and Craft Markets. Organic and Craft Markets. Organic and Craft Markets. Organic and Craft Markets. Organic and Craft Markets. With the increasing interest in organic foods andtraditional crafts, an opportunity arises to stage and organize an agriculture and craftmarket on a regular basis. This would, in addition to attracting local residents, considerablyenhance the experience of foreign visitors and generate favorable publicity for the area.
8.1.3. Events
The area has already been successful in generating considerable visitor traffic and significantexpenditure as a result of staging of a number of annual events. Lifestyle research indicatesa growing interest in events and festivals together with an increasing incidence of events
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becoming a prime motivator for travel. This category of tourism activity has a number ofpositive aspects beyond the immediate traffic and economic benefits, including the rolesuch events can play in heightening the profile and image of the location.
RecommendationsRecommendationsRecommendationsRecommendationsRecommendations
The area should continue to further develop a range of artistic and cultural events whichare consistent with the desired market positioning and which have minimal negativeenvironmental or social impacts. The future position of events currently staged should besecured through necessary infrastructure investment and management. In addition, thestaging of traditional events in rural villages should be encouraged as they provide anexcellent focus on the area’s culture and traditions, which are of great interest to the visitorand enhance the image of the destination.
A calendar of new events should:· feature cultural, sporting and social themes that enhance the desired image
of the destination;· be capable of development to a point where the event is unique in Durrësi
and Kavaja Area and ideally be of national and international significance,the cultural event “Sofra Ilire”, organized by Region of Fier would be an idealexample in this regard;
· be attractive to potential sponsors;· generate overnight stays in serviced accommodation.
8.2. Visitor Accommodations
In the context of the overall goal and the changing market demand, the area facesparticularchallenges with regard to the stock of guest accommodation. The principal challenge is a“miss match” between existing accommodation categories and the needs of tomorrow’smarket, particularly the requirements of foreign visitors. The problems faced by the formalserviced accommodation categories - hotels and guesthouses - are further exacerbated bythe requirements to remain open for a longer period, despite a short season, and poorefficiencies due to scale which lead to, at best, low profitability. Furthermore, demands ofmodernization require capital at a time when alternative use of sites, can yield a higher rateof return. If the goal of increasing and attracting tourists is to be achieved, a number ofstrategic changes will have to be effected within the accommodation sector, in terms of thecomposition of capacity by category and quality. The overall indicative approach needs tobe one whereby:
· An increase and remodeling of hotels is achieved;· The unique problems of the traditional resort guesthouses
are addressed; and· The area is not allowed to become a second home enclave to the exclusion
of rented self-catering accommodations.
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The critical factor in achieving these overall objectives for the sector will be the extent towhichinvestment can be attracted into the sector coupled with improved prospects for trading. It isobvious that incentives, such as grant assistance, soft loans, and / or fiscal relief, will benecessary for the realization of these objectives.
8.2.1. Hotels
Market trends and projected touring traffic from outside Albanian would indicate anexpanding hotel potential for the area. Prime market prospects include:
Market Segment Source Market· Touring visitors by coach and car Kosova, Macedonia CE Europe· Medium and Short-stay holidays Kosovo, Macedonia, GB, Germany· Based / special interest visitors GB, C. Europe
Currently the area has difficulty meeting the market requirements in capacity and / orquality.Furthermore, the business economics for hotels and guesthouses is highly seasonal.
RecommendationsRecommendationsRecommendationsRecommendationsRecommendations
If the area is to develop as a tourism centre for domestic and foreign visitors, expanded hotelcapacity will be required in the following categories:
· Existing Hotels: : : : : Current operators should be actively encouraged andassisted in remodeling premises where it can be shown to be economicallyviable to cater for changing market demands i.e. to reach optimumoperating size, and to provide an appropriate mix of ground floor facilitiesand services. Co-operation and branded marketing would also benefitexisting hotels in reaching a broader market in a more cost-efficient manner.
· Tourist Hotels: Purpose designed to primarily cater for coach and cartourists, located in Spilleja Beach, offering a 3* quality product and service.Ideal size would be approximately 30 - 40 rooms, designed to expand. It isrecommended that such property be branded, as National EnvironmentalLabel as part of a chain of properties within other European Countries, tomaximize marketing synergies.
It is envisaged that the property’s business mix would include touring visitors, short-breaksfrom within the Tirana, Durrës, and Vlora.
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8.2.2. Guesthouses
The traditional seaside resort guesthouses in the area are suffering from a number of factorsthat adversely affect this market’s acceptability and economic viability. These include:
· Physical constraints of buildings and low incidence of en-suite rooms; and· Absence of positive marketing distinctiveness or appeal.
These factors are combining to force many existing operators out of the business or toreposition as B&B accommodation.
RecommendationsRecommendationsRecommendationsRecommendationsRecommendations
· Remodeling of existing premises: as a matter of urgency representationshould be made to the Commune, to seek special grant assistance and / orcapital relief for investment in traditional resort guesthouses;
· It is recommended that Commune authorities together with relevantpotential donors be designated a pilot program for the revitalization of thiscategory of accommodation. Within their context a review of bothcertification and classification requirements is proposed to better assist tomeet itsunique challenges;This would include a co-operative marketing program and reservationsservice organized by the private sector to facilitate entry to foreign markets.
8.2.3. Caravan and Camping
The area has good potentials for caravan parks, catering almost exclusively to the foreignmarket. It is likely that demand for sited mobile homes will contract over the next 10 years,while an increase in foreign visitors will result in increased demand from touring caravanersand campers. Touring caravaners will most likely be from mainland Europe (mostly Germanyand the Netherlands) and will include dormobiles/camper vans. The profile of campers willbe younger visitors especially from mainland Europe.
RecommendationsRecommendationsRecommendationsRecommendationsRecommendations
· Provision of services pitches for touring vans and tents within existing parksas demand
· increases;· Discourage any new parks and adopt conservative approach to the
expansion of existing parks;· Encourage greater screening of park environs to further minimize visual
impact and explore· possibility of cottage developments, segregated from mobile homes, but
having access to common recreational and retail facilities.
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9. QUALITY ASSURANCE9. QUALITY ASSURANCE9. QUALITY ASSURANCE9. QUALITY ASSURANCE9. QUALITY ASSURANCE
Assuming an adequate range of natural resources, and a range of visitor accommodationand other services, the quality of the experienced is underpinned by:
· the maintenance and standard of the environment; and· the way in which service is provided and delivered.
9.1 The Physical Environment - Care and Preservation
From the perspective of tourism the physical environment is a resource of utmostimportance. That which the tourist sees and experiences of the physical environment has aprimary influence on his views of Spilleja. The physical aspects of the environment thattourists can see include:
· landscape, seascape, urban spaces;· beaches, open spaces, forests and other public lands;· public roads and furniture, car parks, pavements;· historic sites and buildings;· buildings of entertainment and recreation;· retail outlets;· visitor accommodations;· places of public resort (piers, promenades, etc.).
The importance of an improved environmental quality cannot be over emphasized; and thecontinued need for appropriate planning mechanisms to effect consistent standards andchange where necessary.
9.1.1 Land use & Planning
The development and conservation of the environment in an orderly way that reflects theneeds of tourists and the people of the commune is critical. Tourism has a great influenceon land use planning and development which is translated into both the exploitation of landas a resource, and into the value which it produces as a tourist product. Tourism cangenerate problems for the maintenance of the environmental qualities as, for example,erosion, excessive exploitation and pollution of water resources, which must be tackled ifsustainable and not degenerative tourism development is desired.
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9.1.2. Carrying Capacity Assessment
The calculation of carrying capacities is done through the integration of severalparameters:
· Natural resources. This concerns mainly preservation of the naturalenvironment and in particular, output of the water supply;
· The accessibility of the area, i.e. the proximity with the nearest airport, portand the portion of travelling by car, b us, etc.
· The dimension of the site and morphology of the landscape, whichdetermine the density, the maximum height of building and the aestheticcomponent.
The types of possible tourism development, together with their carrying capacity guidelinesfor Spilleja beach are given in the table 10 below:
TTTTTable 10:able 10:able 10:able 10:able 10: Assessment of Carrying Capacities for the Area
Description
Spilleja area comprises a beach of an important length. The back size of the beach is associated with a dens belt of pine trees
Type of possible tourism
Middle class tourism possible A site for potential development of holiday resorts build in the form of low rise hotels up to three floors on the back of the beach and in the hilly area. Main and secondary road networks have to be improved or created.
Specific measures of protection/environmental concerns
Lack of sewage treatment and solid waste disposal remains one of the biggest infrastructural problems and must be addressed as urgently as possible. Fair rules of urbanization and architecture for the extend of the zone for possible tourism development.
Projections of carrying capacity for the area
No more than 100 tourist bed/ha, or 100m2 beach territory per visitor.
Source: Consultants’ Assessment, Albanian Tourism Development Guidelines.
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9.1.3. The Need for an Integrated Approach
The requirement, which follows from the analysis, is to develop models which adapt to thedifferent spatial and land use realities of tourism and which are capable of overcomingproblems such as seasonality or the overexploitation of resources. In the context of planningfor tourism and environment, it is important to have regard to the following considerations:
· Tourism is a living phenomenon and is in transformation. Control will only beeffective in territorial planning if it is possible to add conservation to theimprovement of the territory, establishing the most appropriate forms ofmanagement with regard to the natural environment of the various tourismproducts;
· Management projects, plans and methodologies should be appropriate toreality in order to contribute to the improvement of obsolete products andthe identification of those spaces that can be developed or improved. Anintegrated planning approach is vital in order to maintain the quality of thephysical surroundings. Undeveloped territory should be preserved throughboth qualitative and quantitative controls;
· The physical and economic nature of tourism products, including parametriccharacteristics, aspects of spatial, localization and managementdeterminants; and
· The analysis of the development processes of tourism areas, includingstructural and parametric readings, time sequences, induced effects,synergies and national values.
9.2. Pilot Projects and Experiences
The advisability of putting pilot experiences into practice emerged very strongly during theconsultations process, with particular reference to:
· Preparing new spatial reference models for the development of tourismspaces;
· The promotion of partnership and participation between public and privatebodies, so ensuring that all the relevant stakeholders “buy into” particularprojects, thus improving the prospects of their successful implementationand realization.
The refurbishment of the street in Spilleja village by ADF funds is regarded as a goodexample of such a pilot project that is helping to promote visual coherence and order in theareas’ streetscape. However there are many other needs and ideas which might beaddressed through other funding opportunities. Through these funding opportunities smallscale projects have to be instrumental in diversifying the economy of Kryevidh rural areathrough exposure to tourism.
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RecommendationsRecommendationsRecommendationsRecommendationsRecommendations
The following recommendations are made in respect of land use planning and development:
· There is a need for a more detailed area planning framework and supportinginstitutional system to provide a relevant context and instrument for bridgingarea disparities in terms of employment opportunities, infrastructure, and theprovision of services and tourism development;
· The development of model concepts for tourism projects which will provide agroup of references and a method of analysis would allow relationships withthe surroundings to be optimized. This would include consideration of thecharacteristics and qualities of the landscape on the one hand, and thevolume, mass and distribution of proposed developments, on the other. Theimportance of scale, profile and building massing must also be considered inthe context of ensuring assimilation within the lines of established historiclandscapes and without diluting or destroying the horizon;
· In terms of identity, there is a need to promote local architecture, withparticular reference to:
- repairing existing structures- the promotion of more restoration and demonstration type projects should
be encouraged, with particular reference to urban refurbishment- the need for a multi-disciplinary approach to the problems of reconciling
tourism development and organization with sustainable development; and
· Tourism planning should be based on criteria of quality and harmoniousassimilation of tourism and the landscape (physical and human), a measurewhich should have just as much importance as the economic, strategic orpolitical criteria.
9.3. Infrastructure
Infrastructure can all to easily be taken for granted and the extent to which they impact onthe tourist product is only recognized when a deficiency becomes evident. In view of theproposed environmental emphasis, a waste management program will become increasinglyimportant. Best practice within both the public and private sectors is called for, as anythingless will undermine the desired positioning of Spilleja as a tourist destination. Furthermore,with growing customer awareness of the value of good environmental practice in relation towaste management Spilleja has an opportunity to gain a competitive advantage. The fullrefurbishment of the road linking the national corridor with Kryevidh villages at the beginningof new tourist season, bears a great advantage to the development of tourism activities tothe area. Nevertheless the reconstruction of some local streets linking major tourismproducts and attractions represent another challenge for the commune authorities. Themost important among them are the streets linking:
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· Spilleja village with Bashtova Castle; and· the proposed caravanning site with existing road leading to the village
entrance.
RecommendationsRecommendationsRecommendationsRecommendationsRecommendations
The strategy, which encourages greater circulation of visitors, including coastal and ruraltourism, caravans and camping and some special interest holidays will require investment insignposting and traffic management programs.
· Signage - directional and informational requires to be addressed in acomprehensive and integrated manner, corresponding to internationallyaccepted norms to facilitate tourism.
· Pedestrian ways - footpaths, squares / plazas, parks, green areas, access tothe sea and to significant sites and road side furnishings require to beintegrated and upgraded to create a more pleasant and visitor friendlyexperience.
· Traffic management, especially in urban areas and the immediate environsof high-density visitation areas will require attention. Co-ordinatedmanagement measures such as traffic calming, increased fee paying carand coach parking, park and ride facilities, restricted access areas/times willbe required to relieve congestion and improve the environment for visitors,residents and local businesses.
9.3.1. Beaches
The area has an established reputation for the quality of its beaches. With growing customerawareness of water quality and related matters the attainment and maintenance of NationalEnvironmental Labels (NEL) status for the beaches in the area should be a priority objective.
Picture 3: Views from Spilleja Beach
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9.3.2. Urbanscape improvement
Continuation of the urban and village environmental enhancement programs should remaina priority in order to heighten the visual and amenity appeal of streetscapes within the area.The more extensive use of restored shop frontages; flowers; street furnishings would furtherenhance the main thoroughfares.
9.4. Spatial Distribution of Tourism
The varying characteristics of the area offer the potential to achieve spatial distribution oftourism throughout the beach area. Spilleja is the effective tourism “hub” due to its range ofvisitor facilities, attractions and services. The following outlines the location vision and actionswithin the context of the proposed strategy for the future of tourism to the area.
Spilleja Village:Spilleja Village:Spilleja Village:Spilleja Village:Spilleja Village: Will continue to attract tourist who like to experience B&Bs, Guest Houseand other types of family hotels. With a projected increase in tourists to the area, a majorchallenge will be to improve the viability and accessibility of village centre to the passingvisitor The urban renewal envisaged for the village should be strongly fashioned after thecoastal resort-style appearance in order to preserve the town’s distinctive character.Feasibility plans need to be prepared for external restoration and/or refurbishment ofprominent houses with high visual impact. The encouragement of a distinctive mix of moreup-scale retail and catering outlets, should be a priority. In order to maintain the village’sambiance and appeal incentives are urgently required to ensure that residential andguesthouse properties can be maintained in use and are not allowed to deteriorate further.
Spilleja Beach:Spilleja Beach:Spilleja Beach:Spilleja Beach:Spilleja Beach: Will continue to act as the primary tourism hub for the area. Based on acluster concept, those services and facilities exclusively catering to tourism would appear tohave the best prospects for success, based on maximizing catchment potential. Theimprovement of the road linking the area with the national corridor will improve theprospects of capturing visitors, together with increased car and coach parking. Therefore, incontrast to the adjacent Durrësi Bay, the ambiance and pace of Spilleja beach should bemaintained as more reserved with a range of facilities and services consisting of smallerscale hotels, motels camping and caravans. The specific tourist amenities related to thebeach, water sports walking, and en-route touring should be developed along the sea-front,to include day time shopping opportunities and evening dining.
Kryevidh Village:Kryevidh Village:Kryevidh Village:Kryevidh Village:Kryevidh Village: The restoration of a village ambiance, through revitalized retail andcatering, appears to be a priority. The scale of second home development in recent years hasresulted in a major change in character. The village needs to recreate a centre through styleand scale of architecture, and public use opportunities. The redevelopment of a village innstyle hotel or hostelry would help create the desired ambiance.
Bashtova and TBashtova and TBashtova and TBashtova and TBashtova and Turra Castles:urra Castles:urra Castles:urra Castles:urra Castles: These cultural monuments with access to angling andcountryside walks, are potentially well suited to attracting more visitors. The spotsrevitalization, supported by local guides, together with a presence of mix of antique, craftsand local souvenirs, and organization of various cultural events could be of particular appealto tourists.
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9.5. Human Resource Development
As a service industry, the quality of the tourism experience is largely dependent on the inputsof people who interface with the visitor. The challenge facing all tourism destinations is toensure that procedures and delivery mechanisms are in place to ensure a consistency in thestandard of service which the customer receives. The success is dependent on bothmanagement and front-line personnel. The availability of a well-educated workforceconstitutes a valuable resource for tourism development. The tourism industry in the area isfaced with a number of challenges, including how to improve the level of service, how toincrease the number of trained staff, given the seasonal pattern of demand and the large-scale migration of younger people to seek employment in large cities.
Education and training at all levels are critically important in the implementation of a qualityassurance program. Ongoing development of the human resource is an aspect of businesswhich requires investment by the private sector.
RecommendationsRecommendationsRecommendationsRecommendationsRecommendations
· A series of information workshops for business proprietors, hotel andrestaurant managers engaged in tourism is an urgent need. The workshopswould concentrate on how best to meet the needs of the new market byreference to “best practice” in competitor destinations;
· In conjunction with the Albanian Tourism Association and EuropeanUniversity for Tourism, the design of a series of training courses foraccommodation and catering staff, should start as soon as possible;
· A guide training program for individuals with specialist knowledge of thearea should also be considered in the near future.
9.5.1. Tourist Information Services
In any tourism destination the provision of a good quality information service canconsiderably enhance the experience for the visitor. Research has showed that on-locationinformation professionally presented can positively influence a tourist’s behavior in terms oflength of stay and expenditure.
RecommendationsRecommendationsRecommendationsRecommendationsRecommendations
· Provide self-service information points at a number of strategic locationsthroughout the area;
· Consider the provision of an information kiosks at the entrance of Spillejavillage, which is the highest density tourist spot of the area;
· Introduce a system of information tourist signage; and· Recruit a network of volunteer informational guides.
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10. GO10. GO10. GO10. GO10. GOVERNANCE AND ORGANISAVERNANCE AND ORGANISAVERNANCE AND ORGANISAVERNANCE AND ORGANISAVERNANCE AND ORGANISATIONTIONTIONTIONTION
10.1. Governance
Regulatory Environment.
The key areas of regulatory enforcement that will determine the quality and viability of thetourism product will be planning and environmental controls coupled with quality mark andclassification criteria.
RecommendationsRecommendationsRecommendationsRecommendationsRecommendations
A strict enforcement of environmental controls on public and private sector developmentswill be necessary to ensure the sustainability of the area as a tourism destination.
Incentives
The implementation of the proposed strategy calls for investment in the tourism plant byboth the public and private sectors. Experiences in other destinations have amplydemonstrated the benefits of incentives as a policy instrument:
· To stimulate private sector investment;· To attract new sources of capital into the sector;· To encourage renewal and extension investments;· To reduce possibility of displacement effects and allocation inefficiencies;· To provide greater flexibility to respond to emerging opportunities and
trends.
Typically, investment incentives fall into one of the following categories - grant aid; “soft” orsubsidized loan capital; and taxed-based incentives. Tax based incentives tend to be moreeffective in stimulating investment, and as they represent exchequer revenue foregone tendto be more attractive to governments.
RecommendationsRecommendationsRecommendationsRecommendationsRecommendations
A pilot fiscal incentive scheme be prepared and presented to Government for considerationto include:
· accelerated capital allowances;· Tax relief or a tax credit system for marketing and training expenditures; and
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It is recommended that an appropriate set of mechanisms be proposed to achieve specificstrategic objectives, for example:
· Refurbishment of older visitor accommodation;· Development of specific new products;· Environmental improvements;· Investment in “attractors”, which can be shown to be highly desirable and
operationally viable, but provide an unacceptable rate of return oninvestment; and
· Investment in marketing and human resource development.
The choice of specific measures should be dictated by the appropriateness, effectiveness,andadministrative efficiency of any such incentive in helping Kryevidh Commune achieve itsstrategic objectives in the light of its unique circumstances.
10.2. Managing Transition
The fundamental consideration in making the transition is the way in which supply anddemand are managed. Therefore it will be critical that the supply (type, quantity and quality)of all the constituent elements of the tourist product in Spilleja are developed and brought onstream in a cohesive way. Equally important will be that the demand for the areas’ tourism(number and type of visitors) matches in every way the product development required underthe new strategy.
To achieve the necessary level of symmetry between the product and the customer calls forclose and continuous management of the multifaceted elements that constitute supply anddemand in tourism. Exacerbating the situation is the reality that the transition process mustalso take into account the absolute necessity of continuing to accommodate certain types ofbusiness in the short-term until it can be replaced and the fact that out of state demand inthe short term may outstrip supply.
RecommendationsRecommendationsRecommendationsRecommendationsRecommendations
· Phased ImplementationPhased ImplementationPhased ImplementationPhased ImplementationPhased ImplementationSuccessful strategic implementation together with the need to accommodate existingbusiness implies that change must be gradual or phased. Phasing may be considered asfalling into three time periods:
- Phase I - year 2009 the decision to adopt the strategy;- Phase II - the period that includes years 2010-2012;- Phase III - the period from year 2012 onwards to 2014.
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· Managing ImplementationManaging ImplementationManaging ImplementationManaging ImplementationManaging ImplementationThree factors are integral to the process of managing implementation, they are:
- Communicating the strategy so there is a wide understanding and acceptance ofwhat is being undertaken;
- Identifying the key players and the role they will have in implementing the strategy;- Establishing the right structure to support the implementation of the strategy.
Detailed planning will be the key to strategic implementation. With the crucial decision takenas to strategy, consideration must be given as to how it will be implemented. Success inimplementation is closely linked to careful and detailed planning.
10.3. Organizational Structures
Managing the implementation of the strategy can be greatly facilitated by the rightorganizational structure being in place. The complexity of the tourist industry and the widerange of interests involved make it important that clear regional and area partnershipstructures are designed aimed at facilitating the process of planning, co-ordination andimplementation of the strategy for tourism. The evidence of best practice elsewhere points tothe need to engage all stakeholders in an effective public - private sector partnership.
The following key structures for partnership are recommended:
Kryevidh Commune Council’s Leadership Role. Kryevidh Commune Council’s Leadership Role. Kryevidh Commune Council’s Leadership Role. Kryevidh Commune Council’s Leadership Role. Kryevidh Commune Council’s Leadership Role. The Commune Council of Kryevidhshould provide leadership through a clear statement of policy which will inform all futuredecisions taken in relation to the tourism sector. It should also provide a platform for thedevelopment of initiatives that will require the formation of new private / public sectorpartnerships. The policy statement should provide the impetus for the creation of the newstructures that will be required. It will also provide the go ahead for the many public andprivate sector initiatives that will be necessary to effect change. The Commune Council is thelogical leader of the process of implementation of the strategy. In order to be able to fulfill itsrole in this regard however, it may be necessary to re organize the commune’s structure witha view to ensuring that it is capable of acting with the speed and initiative that will berequired in a fast changing commercial environment. There are many complex and difficulttasks implied in the implementation of this strategy. In order to ensure that they arecompleted, there is a requirement for innovative and decisive leadership from the localauthority representatives that is firmly rooted in close contact with the private sector
The HotelierThe HotelierThe HotelierThe HotelierThe Hotelier-----TTTTTourism Association of Spilleja. ourism Association of Spilleja. ourism Association of Spilleja. ourism Association of Spilleja. ourism Association of Spilleja. As a community-based developmentorganization, this association can encourage and support further development initiatives toattract and support tourism to the area. Its role and activities engage the public, private andvoluntary or community stakeholders in new small scale enterprises to further localeconomic development. Should this association be functional, it can be considered thecounterpart of larger tourism non-for profit organizations, like Albanian Tourism Association
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(ATA) which encounters over 120 members from the sectors of accommodation, cateringand travel agents.
TTTTTourism Development Unit. ourism Development Unit. ourism Development Unit. ourism Development Unit. ourism Development Unit. This unit should be constituted at the commune level toinclude relevant representatives of Local Authorities and private/voluntary sectorrepresentatives. The duties this Task Force will be to:
- Establish priorities and set targets for tourism within the area;- Lobby central government on issues pertaining to tourism, e.g. regulatory,
investment,environmental and planning issues;- Oversee the implementation of the Tourism Development Plan for Kryevidh
Commune;- Market and monitor specific initiatives in the areas of Product Development,
Environmental Management, Marketing and Promotion and Quality of ServiceDelivery; and
- Monitor the achievement of the targets
The PThe PThe PThe PThe Private Sectorrivate Sectorrivate Sectorrivate Sectorrivate Sector. . . . . No amount of planning on the part of the public sector will lead to asustainable competitive advantage for tourism in the area without co-ordinated effort of allof the private sector interests in the process. The key areas for development will include:
· Product Development and Innovation: the principal onus for thedevelopment of relevant products and services for the targeted markets andmarket segments will fall on the private sector. This process must beunderpinned by strategic research into appropriate standards in thedevelopment of tourism facilities and will require an input from designconsultants capable of developing products and services with a specific localidentity.
· Marketing and Sales: There is an urgent need for the industry to review itscompetence in the area of marketing and sales. The shift from over-dependence on mass distribution led markets towards more targetedsegments will require professional marketing techniques. This will include theuse of the latest technology in developing customer loyalty programsthrough database marketing and direct marketing.
· Quality of service delivery: the industry will need to enhance its level ofcompetence in the areas of Human Resource Management and OperationsManagement in order to inculcate throughout the industry a culture ofquality in the delivery of services. Industry led quality certification programs,aimed at identifying and certifying leading practice in the areas ofquality customer led service delivery is essential to achieving sustainablecompetitive advantage.
· Involvement of Local CommunityInvolvement of Local CommunityInvolvement of Local CommunityInvolvement of Local CommunityInvolvement of Local Community
The roles and priorities for the local authority and community groups within the area willinclude:
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- Local public education and awareness programs;- Local environmental protection, conservation and enhancement initiatives;- Promotion of local / regional identity;- Stimulating local product development initiatives in partnership with private sector- developers;- Providing customer led services for visitors at local level; and- Promoting a culture of welcome for visitors at local level.
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RECCOMENDRECCOMENDRECCOMENDRECCOMENDRECCOMENDAAAAATIONS FOR COTIONS FOR COTIONS FOR COTIONS FOR COTIONS FOR COASTASTASTASTASTAL DEVELAL DEVELAL DEVELAL DEVELAL DEVELOPMENT INOPMENT INOPMENT INOPMENT INOPMENT INKRYEVIDH COMMUNEKRYEVIDH COMMUNEKRYEVIDH COMMUNEKRYEVIDH COMMUNEKRYEVIDH COMMUNE
General Recommendations and Urgent MeasuresGeneral Recommendations and Urgent MeasuresGeneral Recommendations and Urgent MeasuresGeneral Recommendations and Urgent MeasuresGeneral Recommendations and Urgent Measures
The analysis of physical, environmental, institutional and human development context, whichhave been presented in this report, aim at identifying the key obstacle an opportunities inachieving the objective for tourism development in Kryevidh Commune. Based on thisanalysis, the following recommendations are formulated to be considered by the communeauthorities and other relevant stakeholders.
In terms of urgency, the recommendations and proposed measures belong to three groups:immediate (urgent), short term, and mid-long-term.
Given the scale of potential development along the Spilleja coast, the following measures arerecommended:
1. Coastal belt of 200 m should be proclaimed as a protected coastalarea, of particular significance and interest for the commune.
2. Any construction of tourist buildings within the protected coastalarea can take place only after the adoption of a detailed regulatory plan (urbanplanning study for the zone). The only exemption may be within the urbanized areawithin the villages of the commune. The key aim of a detailed regulatory plan is todefine the system of open public spaces including the road/street network andadequate infrastructure services.
3. Construction of tourist establishments within the protected coastalarea can take place only after the open public spaces including the road/streetcorridors with communal infrastructure and green areas, are subdivided accordingto the approved detailed regulatory plan.
4. Within the residential and tourism development uses no developmentof tourist accommodation facilities should be allowed in a 100 coastal belt. Withinthis belt, the allowed interventions include: open public spaces, such as recreationsareas, tourist catering and entertainment facilities, and coastal infrastructure,(coastal streets, parking lots, etc.)
5. Measures not to allow real estate development within the touristdevelopment zone. It is important not to allow the building of the apartments whichare most often intended to be sold on the real estate market.
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6. Measures should be introduced to control spreading of settlementalong shore (coastal ribbon development) which is being done so often though legalland use plans along the shore of Durrësi and Golemi Bay. Local-level land useplanning documents should provide clear criteria, preferably quantified, based on thesize of the existing building land, share of already developed land within it, andtourism development forecast as well. Such measure should protect the coastal beltfrom sprawl development, balance supply and demand of buildable land, and makeprovisions of urban infrastructure services more cost effective.
7. A new strategic and systematic process for the assessment of theculture heritage condition, pressure on protection priorities – including culturallandscapes- should be developed within the planning process. The cultural and sceniclandscape values of Kryevidh, in particular in Spilleja coast remains a major attractionfor the tourism industry and these values should be managed as a key component oftourism infrastructure.
8. The consultants contacts revealed that most of local developmentactors consider tourism the key economic sector in the future. However, it should benoted that tourism today is highly sensitive to the movement of international capitalmostly driven by large emittive markets. In addition, tourism has become a verycompetitive industry, and particularly sensitive to environmental degradation (The caseof Durrës and Golem). This is why tourism should not be permitted to become theover-dominant regional economic sector. Agriculture and fisheries with relatedindustries, a strong service sector, in particular trade, combined with tourismbusiness, provide the best balance of diversity.
9. Massive, and often externally driven tourism development has provedto produce the greater environmental, economic, and social shock to a destination.In addition, over dominant international tourism development brings a high rate ofprofit leakage. Instead, a slower growth with lower scale development and significantshare of local investment has a much better chance of adapting to the existingconditions. It also has the advantage of a greater public involvement locally, providinga better integration and greater returns to the local community.
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mit
Pub
lic
Sec
tor
Dev
elop
men
t pr
ogra
m
to
Fun
ding
Age
ncie
s
2009
+
2009
+
“Prio
rity
list”
of
achi
evab
le p
roje
cts
and
deliv
ery
sche
dule
for
the
perio
d 20
09-2
014.
O
btai
n fu
ndin
g fo
r pu
blic
and
PP
F p
roje
cts.
Kry
evid
h
Com
mun
e K
ryev
idh
C
omm
une
Tas
k fo
rce
Gov
ernm
ent
Age
ncie
s
P
rivat
e / p
ublic
se
ctor
P
rivat
e / p
ublic
2.2
2.2.
1 2.
2.2
2.2.
3 2.
3 2.
3.1
2.3.
2 2.
3.3
“So
ft A
ttra
cto
rs”
Wor
ksho
p fo
r pr
ospe
ctiv
e op
erat
ors
/ par
tner
s.
Prio
ritiz
e an
d ca
tego
rize
by
fund
ing
sour
ce
i.e.
Pub
lic/P
PF
/Priv
ate
Spe
cial
ist
advi
sory
se
rvic
e an
d bu
sine
ss
deve
lopm
ent s
uppo
rt.
Eve
nts
R
eass
ess
faci
litie
s re
quire
men
ts fo
r ex
istin
g fe
stiv
als/
even
ts, i
n lig
ht o
f com
petit
ion
and
chan
ging
en
viro
nmen
t. S
uppo
rt c
ulin
ary
and
cultu
ral f
estiv
als
and
even
ts to
be
com
e ev
ents
of r
egio
nal a
nd n
atio
nal s
igni
fican
ce.
Tar
get n
ew e
vent
and
eve
nts
fund
ing.
2009
+
2009
+
2010
+
2009
+
2009
+
2009
/ O
ngoi
ng
Sol
icit
oper
ator
inte
rest
/ pa
rtic
ipat
ion
“Prio
rity
list”
of
ac
hiev
able
pr
ojec
ts
and
deliv
ery
sche
dule
for
the
perio
d 20
09 -
‘14.
A
dvan
ce b
usin
ess
prop
osal
to fr
uitio
n
Con
tinue
to s
uppo
rt e
xist
ing
maj
or e
vent
s
E
stab
lish
suita
ble
even
ts
Exp
and
cale
ndar
of
ev
ents
w
ith
new
fe
stiv
als/
even
ts b
y 20
10-2
012
Kry
evid
h
Com
mun
e K
ryev
idh
C
omm
une
Kry
evid
h
Com
mun
e K
ryev
idh
C
omm
une
Kry
evid
h
Com
mun
e K
ryev
idh
C
omm
une
All
Priv
ate
/ pub
lic
AD
F /
Ban
ks
Loca
l bus
ines
s Lo
cal b
usin
ess
Eve
nts
orga
nize
rs
Priv
ate
/ pub
lic
Fond
i Shq
ipta
r i Z
hvill
imit
143 R
ef.
Act
ion
T
imin
g
O
utp
ut
Lea
d
Res
po
nsi
bili
ty
Par
tner
s E
stim
ated
C
ost
2.4
2.4.
1
Ho
tels
E
xist
ing
hote
ls: e
ncou
rage
bus
ines
s de
velo
pmen
t by
-
Exp
osur
e to
bes
t pra
ctic
es
- W
orks
hops
/sem
inar
s on
cu
rren
t tr
ends
an
d bu
sine
ss
oper
atio
ns
to
resp
ond
to
cust
omer
ne
eds
- P
rovi
sion
of
prof
essi
onal
adv
ice
and
men
tors
hip,
et
c.
2009
-201
4
Impr
oved
sto
ck o
f hot
el a
ccom
mod
atio
n
Mor
e m
arke
t ap
prop
riate
/fo
cuse
d pr
oduc
ts a
nd s
ervi
ces
Im
prov
ed
viab
ility
an
d cu
stom
er
satis
fact
ion
Kry
evid
h
Com
mun
e
Spi
lleja
Hot
el
Ass
ocia
tion
/ E
urop
ean
Uni
vers
ity
for
Tou
rism
, etc
.
2.5
2.5.
1 2.
5.2
2.5.
3
Gu
esth
ou
ses
and
B&
Bs
Mak
e ca
se
for
spec
ial
trea
tmen
t of
co
asta
l re
sort
gu
esth
ouse
s an
d B
&B
s M
aint
ain
dist
inct
iven
ess
and
impr
ove
viab
ility
by
sh
ared
fac
ilitie
s, e
.g.
com
mon
foo
d an
d be
vera
ge,
rece
ptio
n, e
tc.
Pro
gram
to
su
ppor
t ho
spita
lity
serv
ices
an
d co
oper
ativ
e m
arke
ting
2009
+
2010
+
2010
+
Est
ablis
h re
gist
ratio
n an
d cl
assi
ficat
ion
crite
ria/S
peci
al a
ccom
mod
atio
n ca
tego
rizat
ion
R
epos
ition
the
prod
uct w
ith im
prov
ed
imag
e an
d va
lue
perc
eptio
n
Mor
e ef
fect
ive
mar
ketin
g an
d se
rvic
es
syst
ems
Im
prov
ed v
isito
r w
elco
me
and
serv
ices
Kry
evid
h
Com
mun
e
Don
or A
genc
ies
3.
3.1
Mar
keti
ng
Pro
gra
m
Res
earc
h, d
evel
op a
nd te
st n
ew p
rom
otio
nal i
mag
e -
Def
ine
the
imag
e an
d ap
peal
pro
posi
tion
in t
he
cont
ext o
f pro
duct
and
new
str
ateg
y -
Inte
grat
e to
max
imiz
e sy
nerg
ies
and
effic
ienc
ies
alon
gsid
e A
dria
tic b
rand
pos
ition
ing.
2009
-201
2
Pos
ition
th
e de
stin
atio
n w
ith
new
ca
mpa
ign
in
dom
estic
an
d ou
tsid
e m
arke
ts
Kry
evid
h C
omm
une
Tou
rism
Bus
ines
s /
Nat
iona
l Tou
rism
A
genc
y / M
unic
ipal
O
ffice
for
Tou
rism
144Pl
ani i
Zhv
illim
it L
okal
- K
omun
a K
ryev
idh
Ref
.
Act
ion
T
imin
g
Ou
tpu
t
Lea
d
Res
po
nsi
bili
ty
Par
tner
s
Est
imat
ed
Co
st
3.2
3.4
3.5
3.5
Dev
elo
p a
nd
mai
nta
in a
to
uri
sm w
eb-s
ite
- D
evel
op a
use
r fr
iend
ly s
ite o
r po
rtal
whi
ch i
n co
njun
ctio
n w
ith
tour
ism
bu
sine
ss
will
pr
ovid
e ac
cess
to in
form
atio
n an
d to
res
erva
tions
R
evam
ped
Pro
mo
tio
nal
Cam
pai
gn
s -
Pub
licity
/ P
R
- P
rom
otio
nal m
ater
ials
-
Mar
ketin
g ca
mpa
igns
-
Tou
rist f
airs
-
Fam
iliar
izat
ion
trip
s of
jo
urna
lists
an
d tr
avel
w
riter
s -
Ann
ual m
onito
ring
asse
ssm
ent
Sp
ecia
l In
tere
st M
arke
tin
g
- N
atur
e ex
plor
atio
n -
Cul
ture
her
itage
-
Rur
al T
ouris
m
- F
ishi
ng
- O
utdo
or a
ctiv
ities
T
he
cam
paig
n w
ill
incl
ude
trad
e an
d co
nsum
er
in
mar
kets
as
appr
opria
te
R
esea
rch
& M
arke
tin
g S
urv
eys
- V
isito
r pr
ofile
s, e
tc.
- P
oten
tial m
arke
ts /
segm
ent s
tudi
es
2009
+
2009
+
2009
+
2009
+
On-
line
acce
ss fo
r co
nsum
ers
to
info
rmat
ion
and
book
ings
Im
prov
e ef
fect
iven
ess
and
grea
ter
effic
ienc
ies
Pen
etra
tion
of m
arke
t seg
men
ts,
conv
ersi
ons/
visi
ts a
nd in
clus
ion
by to
ur
oper
ator
s in
pro
gram
s.
Impr
oved
info
rmat
ion
and
effe
ctiv
enes
s
Kry
evid
h
Com
mun
e K
ryev
idh
C
omm
une
Kry
evid
h
Com
mun
e K
ryev
idh
C
omm
une
Tou
rism
and
IT
Bus
ines
ses
T
ouris
m a
nd
Mar
ketin
g
busi
ness
es
Nat
iona
l Tou
rism
A
genc
y / A
lban
ian
Tou
rism
Ass
ocia
tion
Tou
rism
Con
sulta
nt
Offi
ces
1,8
00 E
uro
20,0
00 E
uro
_
_
4.
4.1
4.1.
1
Qu
alit
y A
ssu
ran
ce P
rog
ram
\ Im
pro
vin
g t
he
En
viro
nm
ent
Urb
an
envi
ronm
enta
l up
grad
ing
prog
ram
s an
d in
cent
ives
2009
-201
2
Pro
pert
y an
d en
viro
nmen
tal e
nhan
cem
ent
Kry
evid
h
Com
mun
e-P
rivat
e S
ecto
r
Reg
iona
l E
nviro
nmen
tal
Age
ncy
Fond
i Shq
ipta
r i Z
hvill
imit
145 R
ef.
Act
ion
T
imin
g
Ou
tpu
t
Lea
d
Res
po
nsi
bili
ty
Par
tner
s S
ou
rce
and
am
ou
nt
of
fun
din
g
4.1.
2 A
dvis
ory
Wor
ksho
ps a
nd p
rofe
ssio
nal s
ervi
ce
to
enco
urag
e an
d as
sist
pr
oper
ly
owne
rs
and
deve
lope
rs
2010
-201
2
Res
tora
tion
and
incr
ease
d us
e of
ar
chite
ctur
e K
ryev
idh
C
omm
une
Eur
opea
n U
nive
rsity
fo
r T
ouris
m
4.2
4.2.
1 4.
2.2
4.2.
3 4.
2.4
4.2.
5 4.
2.6
Infr
astr
uct
ure
C
onst
ruct
ion
of
a 24
0 m
ro
ad
linki
ng
the
Spi
lleja
en
tran
ce w
ith th
e pr
opos
ed c
ampi
ng a
nd c
arav
anni
ng
site
. T
he C
onst
ruct
ion
of O
pen
Bar
s an
d P
ublic
Toi
lets
al
ong
the
beac
h
Ref
urbi
shm
ent
of t
he r
oad
linki
ng S
pille
ja V
illag
e w
ith
Bas
htov
a C
astle
In
stal
ling
a co
llect
or fo
r w
aste
trea
tmen
t P
aths
and
bik
ing
trai
ls
Tra
ffic
Man
agem
ent p
rogr
ams
2009
-201
0 20
09-2
010
2010
-201
3 20
10+
20
10+
20
09+
Dire
ct a
cces
s to
sea
shor
e
Coa
stal
and
cou
ntry
side
wal
ks
Impr
oved
was
te /
cle
ansi
ng a
nd s
ervi
ce
arra
ngem
ent
Acc
ess
to c
ultu
ral h
erita
ge s
ite
Impr
ovem
ent w
aste
col
lect
ion
T
ourin
g ro
ute
Red
uced
con
gest
ion
Im
prov
ed p
arki
ng
Kry
evid
h
Com
mun
e K
ryev
idh
C
omm
une
Kry
evid
h
Com
mun
e K
ryev
idh
C
omm
une
Kry
evid
h
Com
mun
e
Alb
ania
n D
evel
opm
ent F
und
Alb
ania
n D
evel
opm
ent F
und
Alb
ania
n D
evel
opm
ent F
und
Pro
fess
iona
l S
ervi
ces
Tou
rism
Bus
ines
ses
Gen
eral
D
irect
orat
e of
Roa
ds
35,
000
Eur
o2
10,
000
Eur
o 5
5,00
0 E
uro
100,
000
Eur
o
4.3
4.3.
1 4.
3.2
Bea
ch M
anag
emen
t P
rog
ram
A
pplic
atio
n of
nat
iona
l env
ironm
enta
l lab
el (
NE
L)
Bea
ch m
anag
emen
t and
cle
an u
p-pr
ogra
m
Ann
ual
Ann
ual
NE
L st
atus
Im
prov
ed
was
te
/ cl
eans
ing
and
beac
h m
aint
enan
ce
Kry
evid
h
Com
mun
e
Alb
ania
n C
ham
ber
of
Com
mer
ce /
Alb
ania
n T
ouris
m
Ass
ocia
tion
2 Thi
s fig
ure
is a
roug
h es
timat
ion
prov
ided
by
a ro
ads c
onst
ruct
ion
expe
rt.
146Pl
ani i
Zhv
illim
it L
okal
- K
omun
a K
ryev
idh
Ref
.
Act
ion
T
imin
g
Ou
tpu
t
Lea
d
Res
po
nsi
bili
ty
Par
tner
s S
ou
rce
and
am
ou
nt
of
fun
din
g
4.4
4.4.
1 4.
4.2
4.4.
3 4.
4.4
Hu
man
Res
ou
rce
Dev
elo
pm
ent
P
ublic
Aw
aren
ess
Cam
paig
n H
ospi
talit
y sk
ills
enha
ncem
ent
Con
duct
Tra
inin
g C
ours
es
“Bes
t pra
ctic
e” to
urs
2010
+
2010
+
annu
ally
an
nual
ly
Gre
ater
sup
port
for
tour
ism
Id
entif
icat
ion
of tr
aini
ng n
eeds
Im
prov
ed to
uris
t ser
vice
qua
lity
Impr
oved
qu
ality
an
d m
anag
emen
t pr
actic
es
Kry
evid
h
Com
mun
e
Kry
evid
h
Com
mun
e K
ryev
idh
C
omm
une
Tas
k fo
rce
/ tou
rism
bu
sine
sses
/ E
urop
ean
Uni
vers
ity
for
Tou
rism
15,0
00 E
uro
4.5
4.5.
1 4.
5.2
4.5.
3
To
uri
st In
form
atio
n S
ervi
ces
Set
up
a to
uris
t inf
orm
atio
n ki
osk
in S
pille
ja V
illag
e E
volv
e ne
w m
etho
ds o
f del
iver
y
Pre
para
tion
of v
olun
teer
sta
ff / g
uide
s
2010
+
2010
+
2011
+
Impr
oved
an
d m
ore
acce
ssib
le
tour
ist
info
rmat
ion
In
crea
sed
serv
ice
Incr
ease
d pr
ofes
sion
alis
m
in
tour
ist
serv
ices
del
iver
y
Kry
evid
h
Com
mun
e
Mun
icip
ality
of
Kav
aja
/ Nat
iona
l T
ouris
m A
genc
y
3, 0
00 E
uro
3
3 Inc
ludi
ng th
e pro
duct
ion
of si
mpl
e pro
mot
iona
l mat
eria
ls
