This market research is conducted by:
Sustainable Urban Planning Organization on behalf of COSPE Albania in the framework of the project: “Alliance for Development and Evaluation of Family Agriculture in North Albania”, funded by:
Design by: GO2 2019
and implemented by:
TOGETHER FOR CHANGE.
1. Introduction, 11
1.1 Zadrima, 12
2. Why do we need this analytical study? Methodology, 15 2.1 Methodology, 15 3. National tourism demand in Albania, 19 4. National policies on tourism and legal framework, 23 5. Tourism demand in Zadrima Area (visitors and tour operators), 27 5.1 Visitors, 27 5.2 Tour operators, 42 6. Tourism supply in Zadrima Area (private stakeholders), 45 6.1 SWOT, 51 7. Conclusions, 53 8. Recommendations, 57 9. References, 67
Table of graphics Graphic 1: Location of the survey Graphic 2: Country of origin Graphic 3. Entry points Graphic 4: Modes of transport Graphic 5: Number of visitors visiting Zadrima Graphic 6: Time spent in Zadrima Graphic 7: Hours spent in Zadrima Graphic 8: Overnights spent in Zadrima Graphic 9: Daily expenditures in EUR Graphic 10: Type of accommodation Graphic 11: Purpose of the visit Graphic 12: Hearing about Zadrima Graphic 13: Trip organized by a travel agency or not Graphic 14: Rate of services in Zadrima area Graphic 15: Products bought in the area Graphic 16: Overall satisfaction of service quality and service price Graphic 17: Visiting again Zadrima or not Graphic 18: Most successful products of tour operators Graphic 19: Region working most Graphic 20: Transboundary product Graphic 21: Tourist products in Zadrima Graphic 22: Kinds of products Graphic 23: Activities proposed to make Zadrima reach its potential Graphic 24: Main activities of the local business interviewed Graphic 25: Awareness of the private stakeholders (ps) Graphic 26: Clientâ&#x20AC;&#x2122;s profile (By Nationality) Graphic 27: Clientâ&#x20AC;&#x2122;s profile by type of tourism Graphic 28: Priority actions to improve Zadrima as a touristic destination
With about 6 million foreign visitors arriving during 2018, or 20% more than a year ago, and aiming to host 10 million foreign visitors within 2020, tourism in Albania is experiencing an extraordinary growth. 15 thousand employees and about 2 billion euros in revenue from this sector show Albania’s ambition to become a competitive destination in the region. As part of this growth, the country’s northern region occupies an important place in Albania’s tourist map, especially with the Alps, Wetlands Protected Areas and Lakes, and also with cultural heritage. Two important centers of this region, Shkodra and Lezha are the transit routes for these attractive destinations, but also to genuine tourist destinations. But paradoxically, with location and fame that has in Albania, Zadrima –a large rural area between Shkodra and Lezha- has remained outside the country’s tourist map.
Map 1. Zadrima in the map of Albania
1.1 Zadrima Zadrima is a rural area between Shkodra and Lezha. The area included in the study does not cover the entire area of Zadrima, but it is extended in the entire Municipality of Vau Dejës (Vau Deja, Bushat, Hajmel, Vig Mnelë, Temal,and Shllak) and partly in the Municipality of Lezha (Balldren, Kallmet, Dajç and Blinisht), Municipality of Shkoder is not included. Eventually, this study covers 73 villages, 3 of which (Mjeda, Fishte, and Kukël) are part of the ‘100 Villages’ Government Program. The population that covers this study, referring the territorial map as above is 30,438 inhabitants (Municipality of Vau Dejës) and 17,455 inhabitants (Municipality of Lezha), in total of 47,893 inhabitants (according to census 2011). While according to Civil Register there are 48,966 inhabitants (Municipality of Vau Dejës ) and 29,604 inhabitants (Municipailty of Lezha), in total 78 570 inhabitants ( referred to the Report of Functional Areas, Annex 1/1 – STAR 2013 project. The financial data used in the report refer to 2012 as the last year for which there were data available at the time of this report; unless it is otherwise specified).
1.1.1 Geography As part of the Western Lowlands, Zadima is characterized by a plain terrain with slight rise of the relief in the shape of low mountains and hills. The area has a Mediterranean climate with mild winters and dry summers, temperatures ranging from 7° C in January and 40° C in July, as well as annual rainfall from 1300-1800mm. Zadrima has a dense water network dominated by the Drin and Gjadër rivers, several streams and springs, and a large reservoir and drainage system.
1.1.2 Agriculture Zadrima area, in Northern Albania, has always had a strong tradition of agriculture. After the difficulties of the transition, the area is now trying to recover itself through tourism and bio production – on 11,000 hectares of farmlands, are cultivated mainly cereals
and plants. In addition, Vau DejĂŤs has 250 hectares of vineyards, 150 hectares of olive trees and 250 hectares of chestnuts. In the mountainous s, also healing plants grow. However, the infrastructure has many shortages: a problem that forces many to transfer to more urbanized areas. The Agricultural Professional High School in Bushat is one of the five agricultural vocational schools currently in Albania. Even though young people in this field know very little about agriculture and agronomists, it is important to pass on knowledge among generations and to exchange experiences with international schools. The Municipality of Lezha has 17,767 ha of agricultural land, while Municipality of Vau Dejes has 11,107 ha, representing 25% of the total area of the territory of municipality. According to the General Local Plan of the Municipality of Vau DejĂŤs (2018) the agricultural sector, together with livestock, are the sectors where the population is mostly employed (or self-employed). Some collected data show that about 65-85% of the municipality's population is engaged in agriculture and livestock sector.
1.1.3 Flora and Fauna Flora mainly belongs to the plain terrain with the wide spread of poplar, willow, manna ash, and dozens of leguminous and composite plants. Depending on the relief, flora of the mountainous area grows with oaks, hornbeam, heather, etc. Equally diverse is fauna of Zadrima, varying from some species
Map 2. The Zadrima area covered by the study
of fishes, amphibians, reptiles and insect, mammals such as wolves, foxes, beetles, wild rabbits, etc as well migratory and breeding birds, such as swallows, wild goose, falcon, black-billed magpie, sparrow, common cuckoo etc.
Important to note is the fact that Zadrima has brought to light many important figures of Albania’s culture and history such as: Father Gjergj Fishat, Father Danjel Dajani, Pjetër Zarishti etc.
Its history dates back to 395 and it is an area of rite, ancient culture, numerous agricultural products and also with a developed geographic network. Zadrima consists of several villages such as Blinishti, Troshani, Fishat, Krajni, Kodheli, Piraj, Baqel etc. A series of antiquity monuments such as forts, royal towers, churches and cathedrals are spread throughout the region. In this area, there is located also the Diocese of Sapë, which shows the importance of this territory in earlier times. Tradition in the field of legal culture is ancient and unique in our history. The Kanun of Lek Dukagjini and that of Skenderbeg are the constitution of the self-governance ethno-cultural state. These pearls of our tradition are gathered and codified by two clerics erudite, Father Shtjefën Gjeçovi and Munsinjor Frano Ilia, who served in the areas of Kurbin, Mirdita and Lezha. seen in the diachronic (historical) plain, Lezha Country is the site of the first Albanian schools. Our lexicography with LatinAlbanian dictionary started in Zadrimë and Kallmet. Clerics were also the first teachers in these areas, who kept alive the desire for education over the centuries.
2. Why do we need this analytical study? Methodology
2.1 Methodology The tourism market research is based on the methodology of tourist demand and supply analysis, through the collection of primary data by questionnaires compiled by the working group (experts in the area of territory planning, economics, statistic expects, experts in tourism/agriculture and journalism).
This market research on tourism in Zadrima aims to understand what kind of tourism model should be developed. It is focused on evaluating the tourist demand in Zadrima in order to develop the tourism performance, via the collaboration between marketing management and supply chain management.
Picture 3. Questionnaire Model for Visitors on Qualtrics
Picture 4. Data Collection on Qualtrics
- Analysis of tourist demand This analysis is based on: 1. Primary data is provided by visitors (local & foreign) and tour operators (local and national guides from questionnaires conducted on the field, 2. Secondary data is obtained by literature review from sources such as INSTAT, World Travel Organizations and Tourism, Ministry of Tourism and Environment Agency, National Agency of Protection Areas, Regional Directorate of National Culture, Municipality of Vau Dejes, Municipality of Lezha etc. Information sources also are Plans and various studies conducted local, national or international level. A- Questionnaire Model for Visitors B- Questionnaire Model for Tour Operators and Guide (semi-structured model)
-Analysis of tourist supply This analysis is based on: 1. Primary data taken from private stakeholders (accommodation units, gastronomic units, tourist attractions, information points if available, agricultural and livestock farms etc.) 2. Secondary data is obtained by literature review from sources such as INSTAT, the World Tourism Organization, the Ministry of Tourism and Environment Agency, National Agency of Protection Areas, Regional Directorate of National Culture, Municipality of Vau Dejës, Municipality of Lezha. Information sources also are Plans and various studies conducted local, national or international level. C- Model Questionnaire for Private Stakeholders The data collection was carried out at the end of August – November 2018. Due to the favorable weather conditions this year, Albania has had a much extended tourist season, so September has been ‘the peak’ of the entire Shkoder region and not only. This has favored data collection on the field, as it is the period not dominated by coastal tourism, but also rural tourism. Timeline of Demand from Visitors: 28th August – 11th September, 415 questionnaires in total Timeline of Supply from Private Stakeholders: 5th September – 28th September, 33 businesses Timeline of Demand from Tour Operators: 7th September – 15th November, 11 tour operators
Expert Working Group: Rozeta Mihali, Gradeci - territory development expert (chemist), COSPE Eltjana Shkreli – regional planner, GO2 Sonila Hasaj – economist, GO2 Elvisa Drishti - statistics expert, University of Shkodra Irhan Jubica - journalist, GO2 Arjon Prenga - Vau Dejes Municipality Donika Suli - tourism consultant COSPE, joined the expert working group for two weeks, September15-30, 2018, on behalf of the network of institutions and associations of Bolzano’s Province. Sabah Seferaj- COSPE Leonida Ndreca-COSPE Frederik Pjetraj - COSPE The field working group consists of 8 young people, trained how to fulfill the questionnaire, how to communicate with the interviewers in order to obtain the right information, how long should they stay in the destinations, in order to have more flow of visitors.
3. National tourism demand in Albania Page 2
Movements of Albanian and foreign citizens
Albanian and foreign citizenâ&#x20AC;&#x2122;s departures the country during November 2018 is janĂŤ 660.514 marking a Albanian tourism is currently experiencing an important moment of decreased of me 6.4 % compared to the same period of the previous year. The number of Albanian development and growth: Albania, as a tourist destination, is facing citizens leaving the territory of Albania during November 2018 is 431,279 compared to November 2017; new challenges in terms of image, quality of services and experiencthis number has increased by 3.0 %. The number of foreign citizens leaving the territory of Albania during es offered to domestic as well as to international tourists. Albania is a relatively new country in November 2018 is 229,235 compared to November2017, number by 20.1 %. of the Balkan region From an overall perspective, it is important to stress that,this despite thedecreased the tourism market
historical legacy from the past, the position of Albania in the interna- and South-Eastern Europe, but it is The number of Albanian citizens leaving the territory of our country in elevenmonths 2018 is 4,969,039 tional tourism market has dramatically grown in the last years: dur- experiencing a constant growth and an increasing by2015, rritur 3.8 compared to the samevisitors period of theincreased previous year. ing the year the%, number of non-resident has increasing positive performance in terms by 13.8% compared with 2014. The first nine months of 2016 have of international tourism arrivals. Tab. 1 Movements of Albanian and foreign citizens November-17
Annual change (%)
Progressive annual change (%)
Movements of Albanian and foreign citizens January-November 2018. Source: INSTAT
Tab. 2 Arrivals of foreign citizens Countries Kosovo
Annual change (%)
Progressive annual change (%) 19.0
also witnessed a growth of 15.3%, compared with the same period of 2015 (MEDTTE, 2017). INSTAT (2018) states that Albania is more favored by tourist from Kosovo, and almost half (48%) of the foreign citizens come in the third quarter. The purpose of the visit of 4 out of 10 foreigners who have arrived in our country during the period 2013-2017 is for vacations. According to the latest INSTAT report for 2018, in total, for the 11-month period, Albania is visited by 5.6 million tourists, with an annual growth of 16.2%. During this period, citizens from Kosovo occupied the main weight, with 36%, or about 2 million people, mainly choosing DurrĂŤs area as their main destination. On the second place are the Macedonians, with 640,000 entries, or 11.3% of the total. On the third rank are Greeks, with 498,000 entries, or 8.8% of the total. Italians tourists are ranked in the fourth place with 408,000 entries or 7.2% of the total. After them, are ranked Montenegrins, with 330 thousand entries, or nearly 6% of the total. In the 11-month period of 2018, among the countries with the highest incomes of citizens in Albania, Poland had the highest growth, 34.5%. INSTAT adds that 2.7 million foreigners have come for tourism in the 11-month period of 2018, or about 48% of the total, with a growth of 17% on the same period a year earlier. Many experts are considering 2018 as the best historical year for Albanian tourism, and they are very skeptic if this success will continue, due to some indicators. Firstly, first Polish tourists have reduced their bookings, the Nordics have set their specific conditions by 2020, and citizens from Kosovo have signaled that the Tax of
Tab. 2 Arrivals of foreign citizens November-18
Annual change (%)
United Kingdom Montenegro Poland USA Germany Spain Switzerland
Progressive annual change (%)
Arrivals of foreign citizens in Albania, January-November 2018. Source: INSTAT
â&#x20AC;&#x2DC;Rruga e Kombitâ&#x20AC;&#x2122; will curb their entry. For 2019, Albanian tourism should count on English, Czech, Swiss, Hungarian, Ukrainians, and For more information, please visit the website: http://www.instat.gov.al/en/home.aspx German tourists. Positive figures gives even World Tourism Organization by stating that by 2030 the number of tourists in the Mediterranean area will double, which is thought to also affect our tourism. Regarding prices in 2019, they say that during the past season increased by 5-10% from Croatia to Montenegro. Consequently, we also have to expect increased prices in Albania in 2019.
Experts state that the profile of the tourists visiting Albanian is mainly backpackers that mostly prefer hostels and camping. Albania is facing a growth of the number of tourists, but they are not elite tourist, they do not bring a lot of money in the country, but anyhow tourism supply should be focused and adapted to that demand.
4. National policies on tourism and legal framework
As the tourism industry has increased its contribution to the economy of Albania both in monetary and employment terms, thus becoming a strategic sector for Albania, since 2015 there is an increase of engagement for the preparation of the necessary legal and regulatory framework which is a prerequisite for any sustainable investment and development. Responsible institutions for tourism development at national and local level are: Ministry of Tourism and Environment, Territorial tourism units (are created as an administrative structure of the ministry responsible for tourism), Private Sector Advisory Committee on Tourism, National Tourism Agency, National Coastal Agency, National Tourism Inspectorate, Committee on Standardization of Tourism Activities and Municipalities.
We are briefing some of the main political instruments of the area: - General Local Plan – Municipality of Lezha, 2017 - General Local Plan – Municipality of Vau Dejës, 2018 - Sectorial National Tourism Plan for Albanian Alps 2017 - 2030 - National Strategy for Sustainable Tourism Development 2018 2020 Concerning specific laws, there are two relevant instruments approved recently, really important about rural tourism: Law 39/2018 Tax on revenue (changed) Article 4 Article 28 makes the following changes: Point 1 is amended as follows: ‘1. The profit tax rate is: - 5% for taxpayers with income up to 14 000 000 ALL per year. - 15% for taxpayers with income over 14 000 000 ALL per year.’ 2. After point 2, items 3 and 4 are added with the following content: ‘3. For legal persons who carry out economic activities according to law no. 38/2012, "On agricultural cooperative societies", the profit tax rate is 5%. 4. For entities that conduct certification activities as ‘agotourism’, according to the legislation in force in the field of tourism, the profit tax rate is 5%. This rate applies to a 10-year period for legal entities
benefiting from the status of "certified agri-tourism subject" until December 31, 2021. The reduced rate application begins in the next tax year after obtaining the status of "certified Agri-tourism subject’. According to Decision no. 652, dated 10.11.2017 on some amendments and additions to Decision no. 953, dated 29.12.2014, of the Council of Ministers, ‘For implementing provisions of law no. 92/2014, ‘On value added tax in the republic of Albania, amended : ‘Pursuant to point 3 of Article 49 of the Law, the reduced rate of value added tax, which is applied for the provision of accommodation services in accommodation structures, according to the categories set out in the tourism legislation, is 6% .’ On his analysis Zerva E. (2018), gives a detailed panorama of all recent incentives in tourism: 1. Administrative incentives: • Simplification and velocity for licenses / authorizations / procedures / land consolidations • Investment => 5 mln euro + 80 countries = assisted procedures • Investment => 50 mln euro = special procedure (expropriation + approved agreement in parliament) 2. Fiscal incentives: • 6% vat for accommodation structures (overnight + breakfast) • 6% vat for any supply within structures ‘hotel / resort 5 *, special status’ (brand name)
Tourism is promoted as a strategic sector also in the following strategies: National Strategy for Development and Integration 2015-2020, National General Plan 2015-2030, Integrated Coastal Zone Inter-Sectoral Plan, Crosscutting Strategy ‘Albania's Digital Agenda 20152020’, Crosscutting Strategy for Rural and Agricultural Development 20142020, Transport Strategy, Business and Investment Development Strategy 20142020, and Strategy for Integrated Border Management.
• exclusion from the building tax and infrastructure impact tax ‘hotel / resort 5 *, special status’ (brand name) • exclusion from profit tax, for a 10-year period for structure, ‘hotel / resort 4 * and 5 *, special status’ which provide special status until December 2024. 3. Agro tourism incentives: • 6% VAT for certified subjects in agro-tourism [lunch + restaurant (without drinks)] • tax-profit decreases from 15% to 5% for legal entities- agricultural cooperation companies • tax exemption from infrastructure impact for agro-tourism operators that will make investments in this area. • from January 1 for certified agri-business entities profit tax decreases from 15% to 5% 4. Other tourism incentives: • rental contract of 1 euro = 99 years • the proclamation of permanent tourist ports that serve as a support • infrastructure for tourism structures • project ‘100 Fshatrat/ 100 Villages’.
5. Tourism demand in Zadrima Area (visitors and tour operators)
5.1 Visitors Visitor is a person who comes to spend time with or stay with others, or in a place. A visitor often stays some time, for social pleasure, for business, sightseeing, etc. The samples are chosen in 6 local destinations (see, Graphic 1. Location of the survey): 1. Muriqan custom â&#x20AC;&#x201C; border area between AL and MN, as the most accessible point in Albania from the neighbor country of Montenegro and the nearest with Zadrima. 2. Two urban centers of Shkodra and Lezha - due to the high number of visitors they have, are selected to be observed. They are neighbor territories with Zadrima. 3. Velipoja and Shengjin - the two largest coastal destinations of north of Albania, Velipoja and Shengjin. As shown in Graphic 1,
Location of the survey 30 24.8
Bashkia Bashkia Vau Dejës Lezhë
Graphic 1. Location of the survey
By analyzing the education of respondents, we notice that over 55% are high education, which means that we have a visitor profile well educated. Meanwhile, 1/3 of the respondents are with secondary education. About 2/3 of the respondents are married, the rest are unmarried. This implies that expenditures are higher than in case of unmarried guests. In addition, 70% are employed, while 30% are unemployed.
Velipoja and Lezha occupy about ½ of the respondents from where the Diaspora tourism prevails. This potential should serve as an orientation towards product development and marketing. Shkodra has only 16% which means that the timing of questionnaires was limited or there were not many visitors in the city at the time the information was collected. Actually, the higher percentage of visitors decide 3S tourism (sea, sun and soul), therefore we aim to attract them in hinterland and to like rural and ecotourism as well… 4. The lowest focus is concentrated on Zadrima region itself, as part of the territory, targeting more visitors, such as: Fishte village from "Mrizi i Zanave" restaurant or Koman area, which is an entry point in the Albanian Alps and location along to Drin Valley. Gender is evenly balanced because we have 44.2% women and 55.8% males, which means that the flow of visitors is in equilibrium.
5.1.1 Origin If we notice the origins of the arrival of visitors dominated by 40% domestic visitors and 25% of them are Albanians from Kosovo it means diaspora tourism, this indicates that we may have a longer season in the area. As they are native Albanian speakers, it is significant to have alternated rural tourism and ethno tourism as well because Zadrima is rich in historical, ethno cultural traditions. Referring the number of visitors coming from European countries, it reaches 1/3 of them (see, graphic 2: Country of nationality) and almost all like nature tourism.
Country of origin Shqiperi
Mal i zi
Graphic 2: Country of origin
Zadrima is easily accessible area because it is only 2 hours away from Durres harbor (the main waterway entry point in the country) and approximately 1 hour away from Shengjin harbour, 3 hours away from Tivat harbor with Montenegro. While from the nearest airport (Rinas, the main airway entry point in the country) it takes1.3 hours and 1.5 hours from Podgorica airport.
As we notice, 30.7% of the visitors arrive from Tirana as the hub of the country and the short distance (see, Graphic 3: Entry points). Due to good infrastructure almost 4/5 of the visitors use motorized vehicles and ¼ of them enter from two customs points of Muriqan and Han i Hotit with Montenegro (see, Graphic 4: Modes of transport).
Entry Points (%) Tjetër/ Other
Hani i Hotit
Graphic 3. Entry points
Other: Rinas, Diber (Bllatë), Fier, Igumenica, Lezha, Maqedoni, Morina, Podgorica, Qafë Thanë, Vërmicë.
Modes of transport (%)
Means with motor, by Land
0.3 Means without motor, by Land By Sea
Graphic 4: Modes of transport
One of the main key questions included in the survey was ‘how many times have you visited Zadrima?’. Almost half of them have never visited it, 1/3 has been there once and ¼ have visited often (see, Graphic 5. Number of visitors visiting Zadrima). Some of the main reasons why they have not visited Zadrima are: 1. the worst cases is when they don’t have information about Zadrima, 2. they have never heart about Zadrima, 3. there are some cases they have heard about it, but they haven’t visited yet, 4. some of them have heard about Zadrima, because Mrizi i Zanave is located there, but there is no more information about the services and products of this area, 5. there are visitors which have heart about Zadrima and they know its culture well, especially Albanian writers like Gjergj Fishta and Ndre Mjeda, but since it’s their first time in Albania they just haven’t visited yet, and they wish to do it as soon as possible.
Have many times have you visited Zadrima? (%) 50 45
25 20 15 10 5 0 I have never visited it
I have visited it once
I visit it often
Graphic 5. Number of visitors visiting Zadrima
Have you stayed more than 24 hours in Zadrima? (%)
Graphic 6. Time spent in Zadrima
Hours spent in Zadrima (%) 45.00 38.22
30.00 25.00 20.00
Graphic 7: Hours spent in Zadrima
Overnights in Zadrima (%) 45.00 38.46
30.00 25.00 20.00 15.00 10.00
5.00 0.00 1
Graphic 8: Overnights spent in Zadrima
Visitor staying is a useful indicator for the measurement of the intensity of tourism and according the length of stay it is categorized: A- less than 24 hours. 92.4 % of the visitors that have visited Zadrima staying less than 24 hours, more specifically the average lasts 3.5 hours. (see, Graphic 7: Hours spent in Zadrima) B- more than 24 hours or overnights. 7.6% of the visitors have overnighted and the average of staying is 1.5 days (see, Graphic 8: Overnights spent in Zadrima).
Daily expenditures in EUR 201 - 320
101 - 200
51 - 100
1 deri 50 €
Graphic 9: Daily expenditures in EUR
5.1.3 Expenditures The average daily expenditure made by a visitor for goods and services during his/her trip and stay in Zadrima is estimated 1-50€ for half of them, and 50-100€ for the rest (see, Graphic 9: Daily expenditures in EUR).
5.1.4 Accommodation As mentioned above, 92% of the tourists which visit Zadrima stay only 3.5 hours, it means that they don’t accommodate. According
Type of Accommodation (%) 80.0
70.0 60.0 50.0 40.0 30.0 15.1
Owned private house
Graphic 10: Type of accommodation other: restaurants
to the data, only 15% of visitors accommodate in guesthouses and 7.2% in hotels, 3.6% in private houses and 0.7% in camping (see, Graphic 10: Type of accommodation other: restaurants). It means the accommodations units are not well developed as service, and this is one strong reason why majority of people stay less than 24 hours because the area doesnâ&#x20AC;&#x2122;t offer basic service of accommodation.
5.1.5 Purpose of the visit It is very relevant to know the purposes of visiting Zadrima, and it is noted than 62% of visitors come for holidays, 25% are frequenting
Purpose of the visit (%) Other
Visiting friends (relatives)
Agrotourism Ecotourism Holidays
24.81 5.34 61.83 0.00 10.00 20.00 30.00 40.00 50.00 60.00 70.00
Graphic 11: Purpose of the visit
agritourism and only 5% ecotourism. Among them they state visit purpose - they have been in Zadrima for a lunch with the family and friends, lunch with colleagues, birthday party or may have passed by in transit. Tourists who visited Zadrima were also asked where they heard about it?! 30.42% responded that they already knew it, 31.47% of them have heard about Zadrima from their friends or relatives, 8.39% of them from travel agencies, and the rest from websites and promotion materials (see, Graphic 12: Hearing about Zadrima). Only 14.8% of the visitors who visited Zadrima came as a result of an organized tour by a travel agency, the rest visited Zadrima by themselves (see, Graphic 13: Trip organized by a travel agency or random visit).
Where did you hear about this tourist destination? (%) 1.05
Part of the travel package
Travel agency 0.35
Books and guides
Friends and relatives 24.83
I already knew of it
0.00 5.00 10.00 15.00 20.00 25.00 30.00 35.00 Graphic 12: Hearing about Zadrima
Was your trip to this tourist destination organized by a travel agency? (%) 14.8 Yes No
Graphic 13: Trip organized by a travel agency or random visit
According the services in Zadrima, which are ranked â&#x20AC;&#x2DC;excellentâ&#x20AC;&#x2122; are the restaurants, the cultural and natural parks, the attractions like museums and traditional production activities like ceramics, olive groves, wineries, handlooms. On the other hand, road signs-direction systems and road marked itineraries are rated mostly as poor and fair. It means, there is a few numbers of services in the area, but they are very qualitative, except infrastructures and signalization (see, Graphic 15: Rate of services in Zadrima area).
Products bought in the area (%) 8.52 22.59 14.44
Handloom products Wine Ceramics products Dairy products
Graphic 14: Products bought in the area
Many small familiar economies initiated by women aim to preserve this intangible cultural heritage of handlooming. Actually, they work on cotton and once the products were loomed by silk. Another tradition followed by ceramic objects is so precious and there about three entrepreneurships which works since years.
Most of the visitors in Zadrima buy wine products (almost 1/3). The history of wine-making stretches over centuries, therefore viticulture is developed here and there are many varieties of grapes and local wines, like ‘Kallmet’. Winemaking is divided into two general categories: still wine production (without carbonation) and sparkling wine production (with carbonation — natural or injected). It is aimed to be produced the first category. It is produced not only red wine, white wine but even grape juice and raki. In general, raki is made from grapes, it may also be made from other plants, like prunes, apple etc. Meanwhile ¼ of the visitors buy handloom products, still a long tradition which is serving like self-employment for the local women. As Zadrima is an agricultural zone the diary product are very tasty and consumable in the local market – mostly organic (see, Graphic 14: Products bought in the area).
Rate of services in Zadrima area
Road Marked itineraries
Road Signs and Direction Systems
Traditional Poduction Activity 1
Attractions (museums) 2.1
Good Fair Poor
Graphic 15: Rate of services in Zadrima area
Cultural and Natural Parks
Service quality and service price 79.9
10.2 Service Price 3.3
Graphic 16: Overall satisfaction of service quality and service price
5.1.6 Price & Product One of the key factors for success in the tourism industry is how you price your product. To ensure consumers purchase the price must be consistent, accurate and competitive. According the data, 80% of the customers are very satisfied and the consistence between the price and the product quality is very good (see, Graphic 16: Overall satisfaction of service quality and service price). And, about half agree to pay higher prices for better services, and the rest donâ&#x20AC;&#x2122;t agree.
Would you visit Zadrima again? (%)
Yes Maybe 64.3
Graphic 17: Visiting again Zadrima or not
Asked if they had any reason to complain for Zadrima, as tourist destination, a considerable number of people about 41.3% have reasons to complain. Although there are complains, 4/5of the visitors claim they will recommend Zadrima as tourist destination - some of the main reasons they mention are: high quality of the services (restaurants, accommodation) and products (handloom products, wine, olive groves), low prices, the high quality of local gastronomy, the beautiful nature and the cultural heritage, and the generosity of local community.
Some of the main problems they encounter from the tourist supply consist on the lack of tourist information. the road infrastructure and roads signalization due to the impact on the visitorsâ&#x20AC;&#x2122; behavior, safety enhancement and the intensity of traffic flow. The urban waste remains a significant issue that visitors notice in Zadrima.
5.2 Tour operators
The busiest months for tourism in Zadrima remain June, July, August, September and October, while during the other months of the year the tour operators donâ&#x20AC;&#x2122;t work at all. I-day trips, trip tailored by group, guides and specific activities (culture, agritourism, nature) are the main products that touroperators sell in Zadrima (see, Graphic 18. Kinds of products).
It is relevant to emphasize there are no many tour operators which know and sell Zadrima tour packages -there are even only 11 tour operators interviewed. They all operates in Shkodran Region and all over Albania (Berat, Durres, Gjirokaster, Tirana). Concerning the trans boundary products, all of tour operators sell their tourist packages in neighboring countries. All of them sell products in Albania-Kosovo, Albania-Montenegro, Albania-Kosovo-Macedonia, and half of them sell also transboundary products in Albania-Greece, AlbaniaMacedonia and Albania-Montenegro-Macedonia. Only 33.3% of the tour operators offer tourist products in Zadrima. Some of the main reasons they donâ&#x20AC;&#x2122;t, it is lack of information about the area of Zadrima. Asking them if they will offer tourist products in Zadrima in the near future, they all reply positively and furthermore they personally are making expeditions in the area in order to know it better as destination. The most promoted and visited destinations in the Zadrima area they know, are: Fishte and Kallmet village, city of Lezha, Shala River. All tour operators agree that tourism demand in Zadrima has an increasing trend those last 5 years. Tour operators notice as urgent the increase of accomodation units and training of local tour guides in order to help Zadrima be a potential tourist destination in the market (see, Graphic 19. Activities proposed to make Zadrima reach its potential).
What kind of products do you sell more in Zadrima (%) 35
Specific activities (culture, agrotourism, nature)
30 25 20
15 10 5 0 1-day trips
Trips tailored by group
Graphic 18. Kinds of products
What can be done to help Zadrima achieve its potential? (%)
Proclamation of Zadrima Protected Area Training of local tourist guides
Increase the number of accommodation structures More promotion
Graphic 19. Activities proposed to make Zadrima reach its potential
6. Tourism supply in Zadrima Area (private stakeholders) The main activities of the private stakeholders interviewed are: winery, dairy products, handicraft, and ceramic product. 45.5% accommodation structures (hotels and guesthouses) and 42.4% culinary including restaurants, food production and catering, and 12.1% souvenirs like handicraft, ceramics, bottles of wine etc (see, Graphic 20: Main activities of the local business interviewed).
Main activity (%)
Culinary (restaurant, production, catering) 42.4
Acommodation (hotel, guesthouse) Production activity (winery, dairy, handicraft, ceramic)
Graphic 20: Main activities of the local business interviewed
Are you aware about the current efforts to promote Zadrima as an Agrotourism Destinations? (%)
Graphic 21: Awareness of the private stakeholders (ps)
It is relevant the half of the private local businesses state they are fully aware about the current efforts to promote Zadrima as an agritourism destination. They make endevour by themselves to take part in different fairs, promote mouth to mouth to the domestic and foreign visitors etc. They assess a lot the investments in this sector and propose to train local guides as they know better the community and the territory (Graphic 21: Awareness of the private stakeholders).
Clientâ&#x20AC;&#x2122;s profile (By Type of tourism) 25
Foreigners with tourist package
35 40 34.5 37.9
Foreigners without tourist package 27.6
High frequency Medium
Albanians with tourist packag
Low frequency 85.7 61.3
Albanians without tourist package
12.9 25.8 0
Graphic 22: Client's profile (By Nationality)
If we try to make a profile perception for the client/visitors that Zadrima has now attracted seen by the local entrepreneurs, we notice, that about 60-70% are Albanian visitors who visit the area as an independent traveller, it means without tourist package. A different situation varies among foreign visitors, about 30-40% of the foreign tourists visit Zadrima as independent travellers without tourist packages and almost the same percentage is figured out for travellers with tourist packages (see, Graphic 22: Client's profile (By Nationality)
Client’s profile (By Type of tourism) 33.3
50 50 33.3
82.1 14.3 20
Graphic 23. Client’s profile by type of tourism
If we examine the profile of the visitors referring the tourism they prefer, we determine agritourism as the highest frequency compared with the others. Visitors coming in the area to enjoy ecotourism (57.1%), holidays (57.1%) and also cultural tourism (33.3%) are in a considerable percentage (see, Graphic 23. Client’s profile by type of tourism).
Ideal type of tourism to be promoted in the Zadrima area (%) 90
80 70 60 50 40 30 20 10
Graphic 24. Ideal type of tourism to be promoted in Zadrima area
According to the private businesses that operate in the area, 81.8% of them claim the agritourism as the ideal type of tourism for Zadrima area. Other business owner in the area suggests ecotourism, adventure tourism (fishing, boating, kayaking, horse riding, etc.), cultural tourism (local culture, traditions, heritage and historical sites) or event tourism, respectively 6.1%, 6.1%. 3% and 3% (see, Graphic 24. Ideal type of tourism to be promoted in Zadrima area). Some rural areas or specific sites/attractions that local businesses consider important to improve in order to increase tourism attractiveness for Zadrima, are: the road of Plezhe, Bushat, Komani
Priority actions to improve Zadrima area as a touristic destination (%) Establishment of the Information Tourist Centre
Increase the number of available activities
Preservation of cultural and natural attractions
Availability of professional guides
Facilities to reach
Graphic 25: Priority actions to improve Zadrima as a touristic destination
Lake, Barbullush, Kukel, Vau Dejes, Fishte, Krajni, Hajmel, Dajc, LacDrin Valley, Shllak, Mjede, Troshan. According the ranking, they propse: facilites to reach, informative visitor center, local guides and add local activities in the area (see, Graphic 25: Priority actions to improve Zadrima as a touristic destination).
Asked if they think that the Zadrima Area could become a leading agrotourism destination in Albania, 100% of them admit it, because it is a rural area with potential, it has a lot of history, culture and tradition, it has a beautiful nature, countless resources.
6.1 SWOT Strengths of Zadrima according to local businesses: nature and its rescources, culinary, history of the area, cultural and historical heritage, Komani Lake, Shala River, Archaeological site, hospitality, the quality of local products. Weaknesses of Zadrima according to local businesses: touristic information, weak road infrastructure and road signs, weak tourist signs, lack of accommodation structures, low purchase power, waste management, public transport, weak promotion, water supply management, human recourses. Opportunities of Zadrima according to local businesses: cooperation with foreign travel agencies to do more promotion, cooperation with international tourism bloggers, foreign professional guides, online guides, the improvement of infrastructure, Threats of Zadrima according to local businesses: high prices of energy, fiscal package, economy of the area, uncontrolled flow of tourists, untrained human recourses about tourism components, urban waste, the lack of organization in the area, investment decline in the area, low security on the road due to the weak road signs.
• 55% of the respondents included in the survey hold a degree on higher education, which means that in Zadrima we have a visitor profile well educated. Meanwhile, 1/3 of the respondents hold a secondary education. • About 2/3 of the respondents are married, the rest are unmarried, expecting higher expenditures than in case of unmarried visitors. In addition, 70% are employed, while 30% are unemployed. • The nationality of visitors is dominated by 40% Albanians (local) tourists and 25% are Albanians from Kosovo. • Almost half of the respondents (45.6%) have never visited Zadrima, 31.5% have visited it once, and 22.9% have visited it often. The main reason given from the visitors for not visiting that area is because they do not have information about the existence of such a touristic destination. • 92.4 % of the visitors that have visited Zadrima have spent less than 24 hours in the area and the average of staying is 3.5 hours. • 7.6% of the visitors have spent more than 24 hours in Zadrima and the average of staying is 1.5 overnights. • Among the visitors that in average they spend 1.5 overnights in
According to the visitors that got a service in Zadrima, mostly they rate as excellent the restaurants (72%), accommodation (51.8%), attractions like museums (62.4%), cultural and natural parks (62.2%) and traditional production activities (ceramics, olive groves, wineries, handlooms) (59.9%).
Zadrima, only 15% of them accommodate in guesthouses and 7.2% in hotels, 3.6% in private houses and 0.7% camping. It means that the accommodations units are not developed, and this is one strong reason why majority of people stay less than 24 hours, the area does offer basic service of accommodation. • The daily expenditure of a visitor for goods and services during his/ her trip and stay in Zadrima is 1-50€ for half of them, and 50-100€ for the next half. • 62% of the visitors go to Zadrima area for holidays, 25% are frequenting agrotourism, and 5% ecotourism. • Road signs and direction systems, and road marked itineraries are rated mostly as poor and fair, respectively 31% and 30.5%, 27.8% and 31.8. • Around 80% of the visitors are very satisfied both with the quality and the price of the services. • 64.3% of the visitors that have visited once, or visitors that visit Zadrima often would visit Zadrima again. That implies that the overall satisfaction is high. • It is very relevant for all the tour operators products on ecotourism (83.3%), sightseeing and adventure tourism (83.3%), culinary, agrotourism and religious tourism (50%). • Only 33.3% of the tour operators offer tourist products in Zadrima, but recently most of them are doing expeditions in the area to know it better and include it in their tourist packages. • Tour operators notice suggest to increase urgently the accomodation units and trainings for local guides in order to improve Zadrima as tourist destination.
â&#x20AC;˘ According to the private local businesses, about 4/5 of them claim that agritourism is the ideal type of tourism developing the Zadrima area.
GOAL: To develop the agritourism and ethno-cultural tourism in Zadrima region. WHY – agritourism is one of the trend of development in Zadrima mostly for the foreign visitor because they look forward to vacations as a break from life in the city and suburbs. They are exhausted by the hardwork and they need increasingly to turn to rural settings for nature and relax. WHY – ethno-cultural tourism Objective 1 – to increase the number of visitors and the duration of staying from 3.5 hours to maximum 8-12 hours in 2 years.
Agritourism offers a large variety of agriculturally based experiences, like: local fests in the villages, thematic tours and “pick your own” produce farms to outdoor adventures and on-farm accommodations.
TO IMPROVE ACCOMODATION Supporting accomodations units â&#x20AC;&#x201C; guesthouses, camping, by adding beds and services
Evidencing the families which want to be involved, have space enough for hosting guests, and have agricultural settingsassets to develop agritourism (referring the amandaments of agritourism)
Supporting accomodations units to be registered online and to manage it. Or create a company to do their management online in Booking, Airbnb, Tripadvisor etc
Open account per each farming and guesthouses (agritourism settings) in online portals. As the farmers canâ&#x20AC;&#x2122;t manage their account, one company could make it.
Supporting the accomodations staff to improve the visitor service
Study trip for staff of each agritourism spot (2 persons/each) in Italy to observe the model from nearby and make the training there with practice.
TO IMPROVE ATTRACTIONS
Training the local guides
Courses done by a company and than to be certified by Ministry of Tourism (ecoturism and culture -specifically for Shkodra region)
COSPE + GO2
NATGA + GO2 + Ministry of Tourism
Marking and maintaining the hiking trails
Engage people to clean the trains and to remark them.
Supporting any boating company, biking tours company
To note in open call and to give them priority. To incite by supporting with grants.
Supporting local tour agency which create tour attractions (eg pottery tour, silk tour, Fishta tour, Mjeda tour, Komani tour, winery tours, olive tours, castles tour, churches tour, Sarda tour, local food tour etc).
To incite them by supporting with grants to arrange their settings to host visitors. To map the route and to train the entrepreneurs how to explain to the visitors the hand made work they do.
ACCESSIBILITY APPROACH To improve the accessibility through public transportation (from private companies)
Municipality decide the lines and the willing person who want ot be engaged as private company.
To prepare a transportation schedule, as part of the promotion
Municipality prepares the schedule and lines and deliver to the group of promotion to involve in the tourist package. It would be published online and in the bus station.
COSPE + Municipality + local inhabitants
2019 - 2020
COSPE + GO2 + local guides
2019 - 2020
2019 - 2020
PROMOTION APPROACH To create an action plan for marketing (1-2 years)
To create a calender with local fests
In the framework of â&#x20AC;&#x2DC;Veriu eshte Festeâ&#x20AC;&#x2122; it would be involved even the part of Zadrima region.
To create a package with local products and to promote it
To prepare a promotion package it would be inolved all the materials of Zadrima -maps, products, attractions, agritourism farmings, agriculture farmings, winery, potteries, handloom companies etc. Cultural and natural monuments.
To make a fam tour for the journalists and guides
One of the best way to promote the area is to bring people to see it from nearby in order to know the attractions and the assets.
To create promotion materials and engage young people to do promotion in the entry points (airport, port, beaches, customs etc)
It would be planned a schedule for more than 4 months for a group of young local people which speak very politely and good English as well. They will be trained with guides, and they are payed monthly to do promotion for Zadrima and its products.
GO2 + COSPE
GO2 + COSPE
2019 - 2020
COSPE + GO2
GO2 + COSPE
2019 - 2020
To register all guesthouses, restaurants and attractions in portals online and to manage them
This kind of data base will be very helpfull.
To establish the INFO point for the area
Municipalities can start establishing this info point as soon as possible and to be located in very accessible way.
GO2 + COSPE + COMPANY
TOURIST PROFILE PROJECTED Name
Albanian / Foreign visitor
Number of visitors
Individual or Family
High education due to the sensibility for the environment, tradition and authenticity
Agritourism (foreign visitors) & ethno-cultural tourism (Albanian visitor) (alternated)
Preferred reservation type
By themselves online
Needs and preferences
Accommodation units Attractions (to have attractive hours -to be specified) Authentic souvenirs (handmade)
Public transport between Han i Hotit, Muriqan, Koman (entry points)/cities/beach and Zadrima. Minibus taxi/bikes in and around the region
Duration of visit
Max 8-12 hours
Bashkia Vau-Dejës, (2017): ‘Plani i Përgjithshëm Vendor/ Raport i Përmbledhur’ Chapela R., Ballesteros M. A., Felix J., Dominiguez J. M., Jimenez M., (2012): Marine tourism in the Atlantic Arc: potential demand analysis Christensen, L., & Nielsen, O. A. (2016). ‘What does the Tourism Demand Survey tell about long distance travel’. Paper presented at European Transport Conference 2016, Barcelona, Spain. Dupeyras A., N. MacCallum, (2013): ‘Indicators for Measuring Competitiveness in Tourism: A Guidance Document’, OECD Tourism Papers, 2013/02, OECD Publishing. Gardini A., (2008): ‘Statistical Analysis of Tourism Destination Competitiveness’. STATISTICA, anno LXVIII, n. 2, 2008 Gazeta Tema (2019, January 12) Turizmi në Shqipëri, po ikin nordikët e polakët, vijnë gjermanët. Retrived from: http://www.gazetatema. net/2019/01/12/turizmi-ne-shqiperi-po-ikin-nordiket-e-polaketvijne-gjermanet/
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This market research is conducted by:
Sustainable Urban Planning Organization on behalf of COSPE Albania in the framework of the project: “Alliance for Development and Evaluation of Family Agriculture in North Albania”, funded by:
Design by: GO2 2019
and implemented by:
TOGETHER FOR CHANGE.