Puke area tourism action plan 2008
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Transcript of Puke area tourism action plan 2008
1
PUKE AREA
TOURISM ACTION PLAN
APRIL 2008
Municipality of Puke
Communes of
Rrape, Gjegjan and Luf-Qerret
Municipality of Puke
Commune
Rrape
Commune
Gjegjan
Commune
Luf-Qerret
2
May , 2008
TO: TOURISM STAKEHOLDERS AND AREA RESIDENTS
RE: REQUEST FOR INPUT ON DRAFT PUKE TOURISM ACTION PLAN
As the Coordinator of the Puke Area Tourism Action Committee, it gives me great pleasure to
present the Draft Puke Area Tourism Action Plan (TAP) for your review, evaluation and
comments. If you wish to view a summary of the Goals and Objectives contained within the
Draft TAP, please turn to the ‘Tourism Goals and Objectives’ section on page 28.
The Puke Area Tourism Action Committee strongly encourages you to take the time to review
this document and assist in the development of the Puke Area’s Tourism Industry.
Over the next few weeks, numerous opportunities will be provided for you and your colleagues
to have input into the development of the Final Plan. The Committee encourages you to take
advantage of these opportunities and review the contents of this draft document to ensure that it
meets your expectations toward developing a vibrant area tourism industry.
The Puke Area Tourism Action Committee also welcomes any assistance toward achieving the
Objectives contained within this Plan once it is formally approved. Therefore, we strongly
encourage you to contact us to help implement any of the Objectives that particularly interest
you.
Please deliver your comments to [email protected] by MAY 2008. Or you may call
at 0684099830. Thank you for your cooperation in the developing Puke Area’s tourism industry.
Sincerely,
Hazbi Terbuni, Coordinator - Puke Area Tourism Action Committee
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TABLE OF CONTENTS
Page
PUKE AREA TOURISM ACTION COMMITTEE MEMBERS ................................3
SCHEDULE OF ACTIVITIES ........................................................................................4
INTRODUCTION..............................................................................................................5
RELATIONSHIP TO NATIONAL TOURISM STRATEGY ......................................6
THE TOURISM ACTION PLAN PROCESS: ...............................................................7
Pre–Workshop Tourism Market Research .........................................................9
Step 1; Developing Tourism Market Profiles ....................................................10
Step 2; List Tourism Assets.................................................................................11
Step 3; List Tourism Concerns ...........................................................................11
Step 4; Developing Tourism Goals and Objectives...........................................12
Step 5; Developing Tourism Objective Action Plans Implementation
Schedule; Year One ...............................................................................13
Step 6; Monitoring, Analyzing, Evaluating and Revising the Puke
Area Tourism Action Plan .....................................................................14
SUMMARY OF STAKEHOLDER AND PUBLIC INPUT: (still to come)................15
TOURISM MARKET PROFILES ................................................................................16
TOURISM ASSETS.........................................................................................................20
TOURISM CONCERNS .................................................................................................24
TOURISM GOALS AND OBJECTIVES (TAP Summary) ........................................28
TOURISM OBJECTIVE ACTION PLANS .................................................................34
MAP - PUKE AREA, TOURISM ATTRACTIONS ....................................................62
ANNEXES:
Annex A: Summary of Tourism Marketing/Promotion Information
on the Puke Area ................................................................................... A-1
Annex B: Summary of Stakeholder/Public Input Received (still to come) .............B-1
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PUKE AREA TOURISM ACTION COMMITTEE MEMBERS
NAME TITLE AGENCY/BUSINESS
Rustem Strugaj Mayor Puke Municipality
Xhavit Selimi Vice-Mayor Puke Municipality
Rrok Doda Mayor Luf-Qerret Commune
Zef Lasku Vice-Mayor Gjegjan Commune
Ndue Gjoni Mayor Rrape Commune
Angjelin Marku Manager Hotel Tourism Puke
Xhim Begeja Owner Hotel Tourism Puke
Perparim Laçi Alpinist Puke
Ferit Ringaj Director Albtelecom Puke
Nazmie Tafilaku Director Puke High School
Hamidije Pemaj Teacher Puke High School
Xhemal Meçi Specialist Puke Museum
Ramazan Ringaj Director Television Puke
Beqir Arifaj Secretary Puke City Council
Afrim Laçi Officer Puke State Civil Affairs Offc.
Uke Pemaj Officer Puke Municipality
Skender Furriku Director Puke Cultural Center
Nikoll Uka Owner Dardhe Hotel
Viktor Malutaj President Agro-Puka Association
*Hazbi Terbuni Officer Vice-Prefeckt – Puke Office
Volunteer Support Staff
Dan Wassink Volunteer U.S. Peace Corps
* Committee Coordinator
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PUKE AREA TOURISM ACTION PLAN SCHEDULE OF ACTIVITIES
August 2007 Informational meeting in Puke regarding planning process
October 2007 Puke Area Tourism Action Committee established
October 2007 First meeting of Committee (two-day workshop)
November 2007 - First draft of Tourism Action Plan
February 2008
February 2008 Committee reviews and modifies Action Plan
April 2008 Committee approves and adopts Action Plan
May 2008 Presentation of Action Plan to Puke City Council and Area
Communes
June 2008 Presentation of Action Plan to Regional Council
June - July 2008 Presentation of Action Plan to the public and request for
public comments
July 2008 Committee reviews public comments and modifies Action
Plan
August – September Committee forms work groups of local citizens to
2008 implement 2008 Tourism Objective Action Plans
Ongoing Implementation continues; Committee meets regularly to
review progress, form new implementation work teams and
modify Action Plan as needed
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INTRODUCTION:
This Draft Tourism Action Plan is the result of a collaboration between the Puke Area
Tourism Action Committee (TAC) and the SNV organization; with the support of the
EDEM and RASP organizations. SNV is a Netherlands International Development
Organization that focuses on improving people’s capacities by providing them with the
necessary capabilities and tools to take control of their own destinies. Project EDEM is
financed by the United States’ national development agency USAID in an attempt to
support and increase competitive abilities in the marketplace within and outside private
companies that operate in the tourism industry and agriculture. This is done by means of
a plan of broad assistance in marketing, promotion, and increasing management
capacities in the development of production standards. RASP (Rural Association Support
Program) is a Tirana-based organization that has been involved in tourism development
efforts in the Puke region for several years. The organization provided generous financial
support that was critical to the development of this Draft Tourism Action Plan.
In May 2007, two people from Puke (local resident Hazbi Terbuni and U.S. Peace Corps
volunteer Dan Wassink) attended an SNV training seminar in Tirana. They brought their
new knowledge back to Puke in hopes of capitalizing on tourism opportunities in the
region. In August 2007, Mr. Terbuni and Mr. Wassink organized a meeting in Puke to
present the SNV methodology to local tourism industry leaders and other interested
parties. They found there was sufficient interest and desire within the community to
continue with the process.
SNV advisors suggested that the area utilize the organization’s Community Tourism
Action Plan (TAP) process in order to develop the detailed actions required to achieve
tourism goals and objectives. The TAP process is action-oriented. Utilizing available
area expertise, it allowed our area to quickly focus on objectives that, when achieved,
will immediately result in a marked improvement in our tourism industry.
The TAC also quickly determined that it had to partner with surrounding Communes.
Such regional cooperation and “pooling” of resources is necessary to bring visitors into
the area and maximize the tourism potential of the region. There are many important
tourism sites outside the boundaries of the Puke Municipality. Therefore, the Mayors of
four Communes were invited to participate in the tourism development process, and three
accepted (Communes of Rrape, Gjegjan, and Luf-Qerret).
This Draft Puke Area Tourism Action Plan has been produced by the Puke Area Tourism
Action Committee (see list of members on page 3). The Committee was established in
October 2007. This Committee represents all facets that are required to develop a strong
tourism industry: 1) private sector businesses directly involved in serving tourists, 2)
NGOs that are involved in developing or organizing tourist attractions, events or
activities that cater to tourists and, 3) local government officials responsible for ensuring
that the proper infrastructure is in place to accommodate the tourist’s needs while visiting
the area. It should be noted that the TAC will stay intact once the Plan is formally
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endorsed by the Municipality and Communes involved, and will take direct responsibility
toward ensuring that the Tourism Objectives contained within the Plan are achieved.
The TAC met several times in developing this Draft Plan, including an intensive two-day
workshop where the majority of the work was conducted in the development of this
document.
The area encompassed by this Draft Tourism Action Plan is located in the north-central
part of Albania, within the Shkoder Qark, and includes the Communes of Rrape, Gjegjan,
and Luf-Qerret (see Map page 62). However, its effects will also inevitably extend to
other communities within the region.
RELATIONSHIP TO NATIONAL TOURISM STRATEGY:
In reviewing relevant national tourism documentation, it can be seen that the National
Government realizes that for Albania’s tourism sector to succeed, tourism at the local and
area levels must be developed and promoted. Specific sections relating to tourism
development at the local/area level are stated below.
National Tourism Strategy, Ministry of Tourism, Culture, Youth and Sports (May
2007): Guiding Principles:
• Local community benefits: Tourism should bring benefits to the community or people
living in the vicinity of the cultural and natural areas of interest, increasing their
standard of living. It should use financial mechanisms and incentives to support the
efforts for the preservation and improvement of revenue sources in rural areas.
• Specific Challenges for Nature and Culture Tourism: ‘Local National Issues’ – Nature
and culture tourism require actual involvement of local governments in tourism
planning, urban planning, infrastructure development, cultural preservation and
environmental protection among others. While there is considerable local capacity in
the larger cities and identified cultural centers, many cities and towns will require
substantial amounts of additional support from the central government, Tirana-based
institutions and international experts.
• Product Development: ‘Action 2.1’ – Establish mechanisms to support local efforts to
bring culture and nature products to market. The first step of this process is to identify
the needs of the tourism sector, the local government and civil society in each region.
The second step will be to design a support plan to assist the local actors in whatever
way resources permit.
• Action Plan and Resources - Institutional Issues: ‘Local Government’ – The local
governments will require varying degrees of assistance and support in procedural issues
and subject matter expertise. The highest priority for the Ministry of Tourism, Culture,
Youth and Sports and other ministries is to become allies, supporters and facilitators of
local government processes (efforts) to develop tourism. Most of the cities and regions
of tourism interest have substantial human resources with local knowledge on culture
and nature issues and a very clear understanding of the tourism destinations and
products in their areas. They tend to be very unclear on how to proceed administratively
8
and institutionally to obtain appropriate authorizations and approvals and have access to
complementary human and financial resources. The main priorities for the national
government are to:
1. Establish a clear “road map” for local governments on how to develop tourism in
their towns describing steps, information requirements, procedures, assistance
available and seek to assist them through this process.
2. Find ways to streamline the process to ensure that all rules are followed and
requirements fulfilled, but in the smoothest most expedient way without unnecessary
steps or hurdles.
3. Channel available assistance funds to local government directly (project-based) and
through NPO programs that assist these governments.
On May 14, 2007, the Parliament of the Republic of Albania also adopted a law (No.
9734) entitled, “On Tourism.” This law codifies many of the provisions listed above and
lists several sustainable tourism principles. Among these principles is one which
recognizes the “involvement of the local population in the formation of joint programs
designed to optimize tourism development.”
It is clear, therefore, that the national government places a strong emphasis on working
with local governments to achieve tourism development objectives. Also, in comparing
the draft Puke area tourism objectives with the key national strategy elements and
linkages, it is obvious that the local objectives reflect and directly support the national
strategy. For example, the potential of ecotourism development in Puke area fits in
perfectly with the national strategy. It is therefore hoped that the Ministry will provide
direct support to the implementation of the objectives contained within the final draft of
the Puke Area TAP, as such support will also help the Ministry realize its strategic goals.
THE TOURISM ACTION PLAN PROCESS:
The SNV process defines TOURISM as: “the practice of people traveling outside their
home communities for rest, recreation, sightseeing or business.” TOURISTS therefore
include all kinds of travelers in addition to the typical vacationer: friends and relatives
visiting from outside the area, business travelers visiting the area to conduct business,
people visiting the area to personally use its services (e.g. medical, legal, social, shops,
services, etc.), people attending conferences or meetings in the area, and travelers passing
through the area to other destinations.
TOURISM is a multi-faceted industry that involves a complex inter-relationship among
numerous businesses, organizations and activities. To ensure that all aspects of the
industry were considered in the development of our Draft TAP, the Puke area’s tourism
industry was analyzed in terms of five key components:
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TOURISM ATTRACTIONS, EVENTS AND ACTIVITIES includes the area’s natural
and man-made features that are of interest to tourists and constitute the reasons why they
come. Unique shops, historic sites, museums, unique aesthetically-pleasing natural
features, festivals, sporting/cultural events, conventions/conferences and participation in
outdoor activities are examples.
TOURISM MARKETING AND PROMOTION involves how individuals and groups
organize to plan and sell our area to potential tourists. It includes the tools and methods
used to attract tourists: advertising, travel shows, magazine articles, brochures, maps,
videos, commercial/promotional signs, vehicle tour guides and tourist information
centers.
TOURISM INFRASTRUCTURE includes basic utilities and facilities required and
available to tourists on their trip to, and while in our area, such as roads, parking areas,
signage, water, power and facilities used to host events or activities. Although tourists do
not directly pay for these facilities, lack thereof or poor quality infrastructure can
determine whether or not tourists will spend time in our area or consider a return visit.
TOURISM HOSPITALITY (AWARENESS AND INDUSTRY TRAINING) refers to
how tourists are served, greeted and treated by frontline staff, managers/operators and
citizens while they are visiting our area. It determines whether visitors have a pleasant
and enjoyable experience and if they will consider making a return trip or encourage
others to visit.
TOURISM RETAIL SERVICES include all the services that cater to tourist needs while
in our area: hotel/motels/resorts, campgrounds, restaurants, shops, tour operators/guiding
services, etc. Since tourism is an economic activity, the success of our tourism industry
can be directly determined by measuring the revenue generated and the jobs created by
these retail services as a result of tourist activity.
This Draft TAP can be defined as “a written document produced on behalf of our area to
help guide and direct tourism development and marketing both in the short and long-
term. It is developed and formally supported by groups of individuals and agencies
representing a broad cross-section of our area’s tourism industry. The plan provides a
framework for businesses, governments and relevant organizations to analyze tourism
markets, tourism assets and tourism concerns in order to develop objectives that enhance
assets and overcome concerns. The plan will be monitored and evaluated on a regular
basis to allow for necessary revisions.”
The Final Puke Area TAP will be a flexible, evolving, “working” Plan. Therefore, it will
be contained in a format that encourages the addition/deletion of materials, the insertion
of recorded Objective implementation results, and the incorporation of any necessary
revisions that result due to implementation work. Therefore, the Final Plan will be
contained in a binder-type format that allows pages to be readily inserted or deleted as
required.
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Based on the Tourism Key Components and the Plan Definition listed above, the Draft
Puke Area TAP was developed using the following steps:
PRE-WORKSHOP TOURISM MARKET RESEARCH: Before developing the Draft
Plan, market research pertaining to present tourism demand trends in Europe, the tourism
industry situation in southeastern Europe, and current Puke area marketing/promotion
efforts were reviewed to assist in directing the development of the Draft Plan.
Tourism Marketing and Development Trends in Europe, the Mediterranean Area and
southeastern/eastern Europe area were reviewed using the 2003 United Nations World
Tourism Organization Marketing Trends Europe Report and the 2007 World Travel
Market Global Trends Report.
Current Trends Portrayed by European Tourists: European tourists are taking shorter
holidays, confirming travel plans and booking holidays closer to the date of departure,
visiting destinations closer and more familiar to their homes and, developing their own
packages using the internet to combine budget transport venues with
accommodation/tours at their chosen destination. Cultural and ‘active’ tourism (i.e. spas,
sports, nature, rural visits) are growing in importance playing an important role in
complimenting established tourism activities such as the ‘sun & sea’ product. Cultural
tourism is considered an integral part of the European Tourist Product as virtually all
visitors include some cultural activities in their visits especially when food, wine and
‘experiencing the way of life of a destination’ are included.
Performance of Mediterranean Destinations: The Mediterranean Area was the leading
world tourism destination in 2002 attracting 34% of world-wide tourist arrivals. Sun &
Sea holidays continue to be the largest draw with visitation to cultural/historic sites also
being very important. The Area is adapting to attract the ‘Meetings, Incentives,
Conferences & Exhibitions’ market which includes culture and nature-based short-trip
add-on trips as part of the total package.
Performance of Southeastern and Eastern Europe Destinations: Southeastern Europe is
considered a ‘newly emerging’ destination area. In 2003, Albania realized an increase in
international tourists of over 6%. However, this paled when compared with Macedonia
(>19% increase) and Serbia-Montenegro (>20%). Macedonia focused on increasing the
number of cultural and sporting events, attractions and small hotels especially in the
Ohrid Lake area. It also improved its internal/external communication networks to
accommodate business and recreation travelers. Albania only realized 0.03% of the total
international over-night tourist visitation to southern Europe in 2002 representing only
9.6% of the country’s total international market visitation; the other 90.4% representing
international tourists that visit Albania for part of a day from neighboring countries.
This data reflects the amount of work that is required for Albania to develop its
international tourism-oriented product and marketing efforts. Major tourism industry
development concerns in southeastern Europe are; the poor quality of the tourism supply
and the need to develop small and medium tourism enterprises.
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In addition, in regard to Eastern Europe, the latest edition of the World Travel Market
Global Trends Report (November 2007) states that “as people increasingly leave their
homelands for Western Europe, the potential for Diaspora tourism rises. Many
immigrants wish to return to their families and home countries and the number of niche
travel agencies is set to rise to cater to this demand.” The report adds that more Eastern
Europeans are taking advantage of new and cheaper flight options to return to their roots,
at least for periodic visits. As a result, inbound leisure arrivals in Eastern Europe
increased 10% between 2001 and 2006. However, the report makes no specific mention
of Albania.
Summary of Tourism Promotion Information on the Puke Area: Several international
publications, National Ministry of Tourism brochures/maps/guides, Albanian private
sector tourism guides/brochures/magazines, and local/area brochures/pamphlets were
reviewed to determine how the Puke area was portrayed and promoted to potential
tourists (see Annex A for a complete list of the documents reviewed and a summary of
findings). Unfortunately, the Puke area received very little attention in all but the
local/area brochures and guides. When it was mentioned, the area was generally noted on
a map or as a “pass-through” point for tours. A few publications did offer a brief history
of the region and city. Some tour companies have buses that regularly pass through Puke
going to or from Kosovo, and they do sometimes stop for a break or refreshments. It
should also be noted that Puke has a newly-refurbished tourism hotel that is modern and
can host small-to-medium sized conferences. The hotel will soon have an operating
website, and a tourism webpage for the entire region is also nearly complete.
STEP 1 - DEVELOPING TOURISM MARKET PROFILES: Our area first must
determine its present and potential priority tourism market segments (based on ‘primary
trip purpose’) before it develops and promotes the necessary attractions, services and
infrastructure required to cultivate a successful tourism industry. Thus, the initial step in
the TAP development process is to discover as much about these market segments as
possible. This is done by answering a series of pertinent questions on all market
segments that presently visit, or possibly could be enticed to visit, our area and then
ranking each segment’s importance based on both present and potential significance.
Results: The TAC determined that there are fourteen different market segments (see
‘Tourism Market Profiles” page 16) presently visiting our area or possessing the potential
to be enticed to visit. Based on its analysis of the questions answered pertaining to each
segment, the Committee ranked the following Top Five Market Segments as the most
important to the Puke area’s tourism industry presented in order of importance:
1. Mountain tourists
2. Relaxation (family tourists)
3. Sports enthusiasts
4. Nature lovers
5. Visiting friends and relatives
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The Committee felt that based on what our area has to offer and the fact that Albania has
much work to do before attracting significant international markets, these regional market
segments were considered the most realistic and the easiest to influence in the short to
medium term. An exception is the number five market “Visiting Friends and Relatives,”
where many live outside the country in Greece, Italy and the USA bringing significant
funds into the area that are important to the development of the economy, including the
tourism industry.
STEP 2 - LIST TOURISM ASSETS: Using the five key component areas, lists were
completed which note everything that is, or potentially could be, an asset to our area’s
tourism industry. Each of the five lists are individually ranked in order of importance.
Those assets with the highest rank relate directly to accommodating the priority market
segments.
Results: Only the top three assets for each key component are presented below (see
pages 20 to 23 for the complete lists and more detail).
Assets-Tourism Attractions, Events and Activities: 1) Good water and clean air 2)
Nature (forest) 3) Healthy, invigorating mountain climate
Assets-Tourism Marketing and Promotion: 1) Private leaflets/brochures 2) Website 3)
Maps
Assets-Tourism Infrastructure: 1) Main local road is in good condition 2) Consistent
water supply from mountains 3) Efficient telephone and mobile telephone service
Assets-Tourism Hospitality (Awareness and Industry Training: 1) Tradition of
hospitality among local people and business owners (only asset listed)
Assets-Tourism Retail Services: 1) Quality tourism hotel 2) Restaurants 3) Places of
production
STEP 3 - LIST TOURISM CONCERNS: Once the positive aspects of our area’s
tourism industry are listed, it is important to list ‘concerns’ that are hindering the
development of tourism. Tourism concerns can include:
Negative Assets: Assets or market segments that have negative features or elements that
could be improved upon (e.g. an existing festival that is not properly promoted to
tourists).
Outright Liabilities: Negative aspects such as being located in a remote, unappealing
natural setting.
Undeveloped Ideas: Ideas or potential tourism assets that have not been acted upon (e.g.
promotion of our area’s colorful history as a tourist attraction).
13
Tourism Concerns are also listed and ranked under the five individual key component
areas, with the greatest concerns relating to issues that specifically impact the
accommodation of the most important target market segments.
Results: Only the top three concerns for each component list are presented (see pages
24 to 27 for the complete lists and details).
Concerns-Tourism Attractions, Events and Activities: 1) Loss of natural beauty
through cutting and burning of the original forest 2) Lack of suitable garbage depository
3) Lack of funding for the development of additional cultural and sporting attractions,
activities, festivals and events
Concerns-Tourism Marketing and Promotion: 1) Insufficient leaflets/brochures
2) Lack of advertising - no marketing efforts 3) Lack of tourism information signs
Concerns-Tourism Infrastructure: 1) Ownership problems of private and state land
2) Lack of urban infrastructure 3) Lack of constant electric energy supply
Concerns-Tourism Hospitality (Awareness and Industry Training): 1) Lack of
professional, vocational tourism schools and courses 2) People at alpinist tourism
lodge/business are untrained 3) Lack of knowledge about foreigners’ lifestyles and
expectations
Concerns-Tourism Retail Services: 1) Lack of small entertainment, amusement and
sporting activities/centers for tourists 2) Lack of tourism operators 3) Lack of good ski
area and ski lift
STEP 4 - DEVELOPING TOURISM GOALS AND OBJECTIVES: Goals and
Objectives are developed in order to overcome concerns and enhance assets. Goal
statements are developed by simply placing the words “To Improve…” in front of each of
the five Key Component Areas. Thus our five TOURISM GOALS are:
• TO IMPROVE TOURISM ATTRACTIONS, EVENTS AND ACTIVITIES
• TO IMPROVE TOURISM MARKETING AND PROMOTION
• TO IMPROVE TOURISM INFRASTRUCTURE
• TO IMPROVE TOURISM HOSPITALITY (AWARNESS AND INDUSTRY
TRAINING)
• TO IMPROVE TOURISM RETAIL SERVICES
Tourism Goals are not ranked for the reason that the Tourism Objectives are ranked
irrespective of which Goal they fall under. Tourism Objectives are developed by taking
one or more of the concerns and developing a specific, measurable statement that
highlights what has to be achieved in order to ensure that the concern(s) are overcome.
Once all of the concerns are addressed, the resulting Tourism Objectives are ranked based
on a number of criteria: how much they specifically cater to the needs/wants of one or
more target market segments, how difficult it will be to achieve (funds, resources
14
required), how quickly it can be achieved (timeframe), and whether or not its
achievement will produce a high profile, visible, positive result in very short order. To
assist in this exercise, Committee members considered three factors for each Tourism
Objective: Markets Implicated, Timeframe and Expense.
It is important to have two or three Objectives ranked in the top five that can be quickly
achieved and produce highly visible results in order to provide the TAC with the
confidence and energy to tackle the achievement of other, more difficult Objectives.
Further, tourism stakeholders, located both within and outside the area, and area residents
will take note that the Committee is actually achieving results and provide the ongoing
support required to achieve greater and better things in developing the Puke area’s
tourism industry.
Results: Of the twenty-three Tourism Objectives developed, three of the top five
(Objectives 1, 2 & 4) fell under the “To Improve Tourism Infrastructure” Goal. This
signifies that while the Puke area may have much to offer its target market segments,
presently there is not the necessary infrastructure in place to serve these markets
adequately. One top five Objective (Objective 3) falls under the “To Improve Tourism
Marketing and Promotion” Goal and the other (Objective 5) under the Goal ‘To Improve
Tourism Hospitality.” The Five Most Important TOURISM OBJECTIVES are:
1. Encourage the development of infrastructure that will attract and satisfy
tourist markets.
2. Encourage local, regional (Bashkia & Qarku) and national governments to more
quickly implement the transfer of ownership of government lands to
municipalities and the private sector.
3. Develop a tourist information center in Puke that caters to all target market
tourist marketing, promotion and information needs.
4. Develop projects for black water canals so sewage is diverted from local
lakes and waterways.
5. Develop a ‘Citizen Awareness Campaign’ emphasizing the importance of
tourism to the Puke Area.
More details about these Top Five Tourism Objectives, and the remaining eighteen
Objectives, are contained on pages 28 to 33.
STEP 5 - DEVELOPING TOURISM OBJECTIVE ACTION PLANS: All plans
usually contain goals and objectives that everyone agrees will change things for the better
if realized. Unfortunately, many plans do not include detailed actions that will lead to the
achievement of these goals and objectives. To overcome this barrier, the SNV
Community TAP process includes its most important component: the development of a
15
specific Objective Action Plan for each Tourism Objective that ensures implementation
can take place. A series of “Tourism Action Steps” are formulated for each Objective.
These steps are concise, directional statements that outline in a detailed, step-by-step
fashion the various actions required to achieve each Objective. The steps are very
specific statements that should dispel any confusion as to what has to be done to achieve
the Objective in question. Each Tourism Objective Action Plan also summarizes all
preceding information that specifically relates to the Objective in question (i.e. the
Tourism Goal addressed, the Tourism Objective, the focus of the Action Plan, the Rank
of Importance of the Objective, the Tourism Concerns addressed, the Target Market(s)
Implicated, the Timeframe required to achieve the Action Plan and the projected Expense
required to achieve the Objective). A “Justification” statement is also added to provide
the reason why the achievement of the Objective in question is important to the
development of the Puke area’s tourism industry. The resultant one-page summaries also
allow parties interested in only one or two specific Tourism Objectives to quickly
understand the rationale that was used to create these particular Objectives.
Ultimately, individuals/agencies will be assigned to each Tourism Action Step to ensure
that implementation is carried out within a realistic period of time. These
individuals/agencies are expected to record their activities (results) and report regularly
on progress made throughout the implementation process. One or two members from the
TAC will also be assigned to each Tourism Objective Action Plan to ensure continuity
and ongoing direct reporting back to the whole Committee pertaining to implementation
progress.
Results: Sixteen Tourism Objective Action Plans are contained on pages 34 to 61. They
will serve as the initial focus of implementation efforts. Plans for the remaining seven
Objectives can be developed by the Committee at a later date. At this point it should be
noted that the “By Whom” and “When” columns of each Objective Tourism Action Plan
are blank because the Plan is presently a Draft. It is therefore premature to assign names
and timelines to these Action Plans until the TAC receives and reviews stakeholder input
that could potentially lead to revisions. The Committee is also hopeful that Tourism
Stakeholders will volunteer their time and services in implementing those Tourism
Objectives that personally interest them, or for which they possess the necessary
experience and expertise required to help achieve. Once the Stakeholder input is
incorporated into the Plan, the “By Whom” and “When” columns will be filled in at least
for the top five Tourism Objectives. The “Results” column will be used to record and
summarize the outcome of the actions taken. If need be, further pages and collected
materials can be inserted behind the first Objective Action Plan page; thus the reason for
using the binder-type format to contain the Final Plan.
STEP 6 - MONITORING, ANALYZING, EVALUATING AND REVISING THE
PUKE AREA TOURISM ACTION PLAN: Once the Final Puke Area TAP is
formally endorsed by the municipality and communes involved, the TAC will meet on a
regular basis to ensure that Tourism Objectives are being implemented. Once certain
Objectives are achieved, monitoring and evaluating the results will be necessary to assess
the impact (e.g. if an Objective states “Encourage the development of infrastructure that
16
will attract and satisfy tourist markets,” then monitoring and evaluating those
infrastructure projects to assess their impact on tourism development is an important part
of the Action Plan). The Committee will not hesitate to revise the Plan if, 1) the
resources/funds cannot be found for a particular Objective and it needs to be delayed until
the resources become available; or 2) after a great deal of work, an Objective is not
coming to fruition and no longer seems relevant, then it will be deleted.
The Committee will also conduct an intensive annual review of the Plan to both highlight
what has been achieved, and add new, relevant Objectives that will further enhance the
Puke area’s tourism industry. The revised, updated Plan will be reviewed by Tourism
Stakeholders once again to garner input and implementation assistance. It will then be
taken back to the appropriate government councils supporting this Plan to report progress
and receive formal approval to move forward once again.
SUMMARY OF STAKEHOLDER AND PUBLIC INPUT:
(TO BE INSERTED AFTER THE STAKEHOLDER & CITIZEN INPUT PROCESS IS
COMPLETED AND SUMMARIZED)
(To be summarized in an Annex (B) after public input is gathered)
17
PUKE AREA
TOURISM MARKET
PROFILES
TOURISM MARKET PROFILES
18
TOURIST TYPES
BASED ON “PRIMARY
TRIP PURPOSE” (After each tourist type
“(e)”depicts ‘existing’
“(p)”depicts ‘potential’)
RANK
WHAT
DO
THEY
DO
HERE?
WHY
DO
THEY
DO IT
HERE?
a) WHAT
SERVICES DO
THEY LOOK
FOR?
b) ARE THEY
AVAILABLE
(y=yes n=no)?
WHAT
TIME OF
THE YEAR
DO THEY
COME
HERE?
HOW
DO
THEY
COME
HERE?
HOW
LONG
DO
THEY
STAY?
HOW
MUCH
MONEY DO
THEY
SPEND? a) per person/day
b) # people/year
c) total revenue/year
WHERE
ARE
THEY
FROM?
WHO ARE
THEY? a) Age,
b) Gender,
c) Education,
d) Income Bracket
WHAT IS
BEING
DONE TO
ATTRACT
THEM
HERE?
WHAT
TRENDS
ARE THEY
PORTRAYING
A.BUSINESS
A1. Conference
attendees (e)
13
Attend
Seminars/
Meetings;
eat; stay
overnight;
visit
museums
and historic
places
Good
climate;
good food;
safe place,
near Tirane
and Shkoder;
peaceful
Hotel accommodations
(y), meeting &
conference rooms (y),
telephone & cellular
(y), bank (y),
transportation (y),
Internet (y)
All year car, bus,
minivan 2-3 days
a) 3.000 leke
b) 300
c) 1.8 – 2.7 million
leke
Tirane,
Shkoder,
Macedonia,
Kosovo
a) Middle age
b) 70% men
30% women
c) High educ. level
d) Average-high
income
Website;
brochures, tourism
guide; leaflets
Increasing numbers
A2. Medicinal plant
experts/gatherers
(e)
8 Meetings re:
medicinal
plants
Availability
of quality
medicinal
plants;
workforce;
cheap
products
Sleeping
accommodations (y),
restaurants (y),
magazines (y).
transportation (y),
workers (y)
Spring, summer &
fall Personal car
1-2 months
a) 5.000 leke
b) 10
c) 1.5 – 3 million
leke
Italy,
Switzerland,
Austria,
Germany
a) Over 40
b) 100% men
c) Medium to high
d) High income
Traditional word
of mouth;
hospitality
Increasing numbers
B. PERSONAL BUSINESS
B1. Sports enthusiasts
(e) 3
Ski, soccer,
mountain
climbing,
wrestling
Existing
programs
and ski area
Ski area (y), stadium
(y), gymnasium (y)
Year-round
Bus & car 2-3 days
a) 2.500 leke
b) 240
c) 1.2 – 1.8 million
All areas
a) 20-30
b) 90% men
10% women
c) Medium level
d) Middle income
Word of mouth,
programs
Increasing numbers
B2. Medical/Health
Patients and
Visitors (p)
9 Relax & seek
to cure
tuberculosis
Climate, air,
good water,
land
Central hospital (n),
medical specialists (y) Year-round car, bus 1 month
a) 1.000 leke
b) 300
c) 9 million leke
Tirana, Durres
a) Third age of life
b) 50% men
50% women
c) all levels of
education
d) all income levels
Nothing. Slightly increasing
TOURISM MARKET PROFILES
19
C.VACATION
C1. Mountain tourists
(e) 1
“White” and
“green”
tourism
(snow and
spring/sum-
mer), visit
archaeolog-
ical and
historical
attractions,
visit caves,
enjoy
waterways
Attractions,
hospitality,
good food,
safe area,
tranquility
All services mentioned
for other groups (yes
and no)
Year-round
. car, bus 2-3 days
a) 2.500 leke
b) 500
c) 2.5 – 3.75
million leke
Tirana,
Shkoder,
Durres, local
region
a) Middle aged
b) 50% men
50% women
c) All levels
d) middle-high
income
Good hotel,
website, tourist
business/house,
brochures and
leaflets
Increasing numbers
C2. Relaxation (family
tourists) (e) 2
Relax, take
vacation,
enjoy
climate, eat
good food
Fresh
climate,
safety,
hospitality
Cheap hotel
accommodations (y),
good infrastructure,
traditional foods (y)
July – August
Dec. – January
(festival)
Car 10 days – 1
month
a) 1.200 leke
b) 200
c) 2.4 – 7.2 million
leke
Tirana,
Shkoder,
Durres,
Montenegro,
returning
emigrants
a) All ages
b) 50% men
50% women
c) All levels
d) All levels
Good
accommodations,
traditional food,
information
brochures
Increasing numbers
C3. Lovers of culture
(e) 6
Study history
&
archaeology;
attend
concerts,
exhibits,
festivals,
Culture Day,
fairs
Existing,
worthwhile
cultural
attractions
and
programs
Cultural environment
(y),
Cultural guide (n),
Infrastructure (n)
Year-round (but
fewer in Winter)
car, tourist
bus, minivan 1-2 days
a) 3.000 leke
b) 200 - 300
c) 600.000 – 1.5
million leke
Local region,
foreign
countries,
Tirana
(students),
Kosova
a) Young people
and middle age
b) 50% men
50% women
c) Hi level
education
d) Middle income
Historical
materials,
archaeological
map, leaflets, local
media
Increasing numbers
C4. Nature lovers (e) 4
Bicycle,
camp, hike,
seek
entertain-
ment
Beautiful
nature,
passion for
nature
Camping place (y)
Safety & tranquility
(y)
Summer & a few in
winter
Private cars 1-2 days
a) 500 leke
b) 50 - 100
c) 25.000 – 50.000
leke
Czech
Republic,
Germany,
Austria,
England
a) Young people
b) 50% male
50% female
c) Hi education
d) ??
Word of mouth,
hospitality, safety
of area
Increasing numbers
C5. Hunters (e) 12 Hunt animals
Special
animals
(rabbit, boar,
fox)
Information about
animals (y)
Hunting license
issuance (n)
October 15 –
March 15
Private
cars/trucks 1-2 days
a) 1.000 leke
b) 160
c) 60.000 –
120.000 leke
Kruja, Tirana,
Shkoder
a) All ages
b) 100% men
c) Medium
education
d) Medium income
Various
information Increasing numbers
TOURISM MARKET PROFILES
20
D.VISITING FRIENDS
AND RELATIVES (e) 5
Meet with
friends &
relatives,
property
ownership
(?), attend
family
events
They have
family here,
economic
interests,
goods &
merchandise
Infrastructure (n)
Transportation (y)
Festival periods,
vacations,
weekends
Private cars,
public
transporta-
tion
1 week – 1
month
a) 1.000 leke
b) 5,000
c) 70 – 140 million
leke
Tirana, Durres,
Lezhe,
emigrants to
other countries
a) All ages
b) 50% men
50% women
c) All levels
d) All levels
Cheap
infrastructure,
improvement of
own well-being
Increasing numbers
E.PASSING THROUGH
E1. Buses (e) 7
Stop for
coffee, food,
fuel; use
road
The local,
main road
ties the north
(Kukes,
Kosova) to
the rest of
Albania
Restaurant (y), general
services (y), fuel (y) Year-round Bus 1-2 hours
a) 250 leke
b) 350 days
Kukes,
Kosova,
Durres, Tirana,
Shkoder
a) All ages
b) 50% men
50% women
c) All levels
d) All levels
Have necessary
services,
improving
infrastructure
Increasing numbers
(2 years??)
E2. Private vehicles (e) 10
.Stop for
coffee, food,
fuel; use
road
The local,
main road
ties the north
(Kukes,
Kosova) to
the rest of
Albania
Restaurant (y), general
services (y), fuel (y),
hospital (y)
Year-round
Private
vehicle 1-2 hours
a) 250 leke
b) 350 days
Kukes,
Kosova,
Durres, Tirana,
Shkoder
a) All ages
b) 50% men
50% women
c) All levels
d) All levels
Have necessary
services,
improving
infrastructure
Decreasing numbers
E3. Tour buses (e) 11
Stop for
coffee, food,
fuel; use
road
The local,
main road
ties the north
(Kukes,
Kosova) to
the rest of
Albania
Restaurant (y), general
services (y), fuel (y) Summer
Tour
buses/vehicle 1-2 hours
a) 250 leke
b) 350 days
Kukes,
Kosova,
Durres, Tirana,
Shkoder,
Lezhe,
Montenegro
a) All ages
b) 50% men
50% women
c) All levels
d) All levels
Have necessary
services,
improving
infrastructure
Decreasing numbers
21
PUKE AREA
TOURISM ASSETS
22
ASSETS
TOURISM ATTRACTIONS, EVENTS AND ACTIVITIES
ASSETS RANK
Good water and clean air 1
Nature – forest (“crown of the city”) 2
Healthy, invigorating mountain climate 3
Medicinal plants and rich minerals 4
Religious festivals (e.g. Easter, Christmas, Bajram) 5
National musical festival (Instrumental festival for children) 6
Day of Culture (June) 7
Museums (2) – Ethnographic and Migjeni museums 8
Ecotourism Day 9
International Mountain Day (December 11) 10
Historical & archaeological places (e.g. Koman cemetery, area caves,
castle remnants) 11
Sporting activities – Soccer team 12
Nature-related sporting activities (e.g., alpinism) 13
23
ASSETS
TOURISM MARKETING AND PROMOTION
ASSETS RANK
Private leaflets/brochures (e.g., Hotel Tourism Puke, Alpinist/ski
business) 1
Websites (www.hotelpuka.com.al and area tourism website under
construction) 2
Maps (e.g., tourism attractions map in Puke Ecotourism Assoc.
booklet) 3
Tourist guides (publications for alpinist lodge and regional tourism) 4
Television Puke 5
Publications of different local histories (e.g., Puke Educational
Road, City Profile) 6
ASSETS
TOURISM INFRASTRUCTURE
ASSETS RANK
Main local road is in good condition 1
Consistent water supply from mountains 2
Efficient telephone & mobile telephone service 3
24
ASSETS
TOURISM HOSPITALITY
(AWARENESS AND INDUSTRY TRAINING)
ASSETS RANK
Tradition of hospitality among local people and business owners (only asset listed)
1
ASSETS
TOURISM RETAIL SERVICES
ASSETS RANK
Quality tourism hotel (Hotel Tourism Puke) 1
Restaurants 2
Places of production (e.g., Italian shoe factory, festive mask
production) 3
Traditional foods 4
Traditional tourist house (business for alpinism, skiing, etc.) 5
Artisan products (e.g. woodworking shop, musical instruments,
kitchenware) 6
Sports stadium 7
Community Center 8
Transportation to places of tourism (furgons, private vehicles) 9
Internet cafes available in Puke 10
25
PUKE AREA
TOURISM CONCERNS
26
CONCERNS
TOURISM ATTRACTIONS, EVENTS AND ACTIVITIES
CONCERNS RANK
Loss of natural beauty through cutting and burning of the original
forest 1
Lack of funding for the development of additional cultural and
sporting activities, attractions, festivals and events 2
Lack of abundant, clean water sources for tourists’ recreational
activities 3
Non-restored cultural & religious monuments 4
Hunting without a license 5
CONCERNS
TOURISM MARKETING AND PROMOTION
CONCERNS RANK
Insufficient leaflets/brochures 1
Lack of advertising – no marketing efforts 2
Lack of tourism information signs 3
Lack of information and tourist calendar/schedule 4
No working relationship with national media 5
27
CONCERNS
TOURISM INFRASTRUCTURE
CONCERNS RANK
Ownership problems of private and state land; investors will not
build in the area if they are not sure who owns the land 1
Lack of urban infrastructure (e.g., condition of road to Fushe-Arrez,
suitable lodging/housing, open spaces/parks) 2
Lack of constant electric energy supply 3
No urban plan for the District 4
Lack of proper garbage/solid waste disposal site (abundance of
garbage in public view not suitable for tourism) 5
“Black water” canals (sewage runs directly into local lakes) 6
No orientation (larger welcome signs on road) for incoming tourists 7
CONCERNS
TOURISM HOSPITALITY
(AWARENESS AND INDUSTRY TRAINING)
CONCERNS RANK
Limited awareness by area residents as to the benefits of tourism 1
Lack of professional, vocational tourism schools/courses 2
People at alpinist tourism lodge/business are untrained 3
Lack of knowledge about foreigners’ lifestyles & expectations 4
28
CONCERNS
TOURISM RETAIL SERVICES
CONCERNS RANK
Lack of small entertainment, amusement and sporting
activities/centers for tourists (e.g., PUB, amusement centers for
children, affordable Internet or computer games) 1
Lack of tourism operators (hiking, hunting, skiing, etc. businesses) 2
Lack of good ski area and ski lift 3
Unused or unsuitable environment/spaces (crumbling structures,
empty buildings) 4
Lack of affordable credit for new businesses 5
Lack of souvenir shops 6
No social nightclub/bar 7
Lack of combined retail/wholesale market 8
Lack of professional guides for area trips 9
No central hospital for people with tuberculosis, other diseases 10
29
PUKE AREA TOURISM
GOALS
AND OBJECTIVES (TAP SUMMARY)
30
TOURISM GOALS AND OBJECTIVES
GOAL: TO IMPROVE TOURISM ATTRACTIONS, EVENTS, AND ACTIVITIES
OBJECTIVES MARKETS
IMPLICATED
TIME
FRAME
EXPENSE RANK
Cooperate/lobby with local governments,
central authorities and relevant community
associations for the protection and
enhancement of forest lands
1. Mountain tourists
2. Relaxation (family tourists)
3. Sports enthusiasts 4. Nature lovers
8. Medicinal plant experts/gatherers
13. Hunters
6 months
0
8
Develop appropriate cultural and sporting
projects that will attract tourists to Area
3. Sports enthusiasts
6. Lovers of culture (personal business)
1 year 0 19
Restore and reconstruct freshwater areas
that cater to tourist demand
1. Mountain tourists 2. Relaxation (family tourists)
3. Sports enthusiasts
4. Nature lovers
9. Medical/Health Patients and Visitors
1-2 years
1 million
EURO
12
Develop, implement and enforce
appropriate laws to promote legal hunting
and control illegal hunting
13. Hunters
14. Conference attendees
6 months
0 (?)
18
31
GOAL: TO IMPROVE TOURISM MARKETING AND PROMOTION
OBJECTIVES MARKETS
IMPLICATED
TIME
FRAME
EXPENSE RANK
Develop a tourist information center in
Puke that caters to all target market tourist
marketing, promotion and information
needs
1. Mountain tourists
2. Relaxation (family tourists)
3. Sports enthusiasts
4. Nature lovers
5. Visitors of friends and relatives
6. Lovers of culture (personal business) 7. Buses
8. Medicinal plant experts/gatherers
9. Medical/Health Patients and Visitors
10. Lovers of culture (vacation)
11. Private vehicles
12. Tour buses
13. Hunters
14. Conference attendees
3 months —
1 year
20,000 EURO 3
Develop a ‘become familiar tour’ for
national and international tour operators to
introduce them to what the Puke Area has to
offer
1. Mountain tourists
7. Buses
12. Tour buses
3 months 3,000 EURO
9
Develop an informational and directional
tourist signage program for the purpose of
orientation, promotion and provision of
information
1. Mountain tourists
2. Relaxation (family tourists)
3. Sports enthusiasts 4. Nature lovers
5. Visitors of friends and relatives
6. Lovers of culture (personal business)
7. Buses
8. Medicinal plant experts/gatherers
9. Medical/Health Patients and Visitors
10. Lovers of culture (vacation)
11. Private vehicles 12. Tour buses
13. Hunters
14. Conference attendees
1 year 20,000 EURO
10
32
GOAL: TO IMPROVE TOURISM INFRASTRUCTURE
OBJECTIVES MARKETS
IMPLICATED
TIME
FRAME
EXPENSE RANK
Lobby appropriate government and private
sector agencies to develop measures for
energy conservation and alternatives for
new energy production
1. Mountain tourists
2. Relaxation (family tourists)
3. Sports enthusiasts
4. Nature lovers
5. Visitors of friends and relatives
6. Lovers of culture (personal business) 7. Buses
8. Medicinal plant experts/gatherers
9. Medical/Health Patients and Visitors
10. Lovers of culture (vacation)
11. Private vehicles
12. Tour buses
13. Hunters 14. Conference attendees
1 — 3 years
1 million
EURO (?)
14
Encourage the development of
infrastructure that will attract and satisfy
tourist markets (e.g., improved access roads,
suitable lodging/housing, open
spaces/parks)
1. Mountain tourists 2. Relaxation (family tourists)
3. Sports enthusiasts
4. Nature lovers
5. Visitors of friends and relatives
6. Lovers of culture (personal business)
7. Buses
8. Medicinal plant experts/gatherers 9. Medical/Health Patients and Visitors
10. Lovers of culture (vacation)
11. Private vehicles
12. Tour buses
13. Hunters
14. Conference attendees
1 — 2 years
50,000 EURO
1
Develop projects for black water canals so
sewage is diverted from local lakes and
waterways
1. Mountain tourists
5. Visitors of friends and relatives
9. Medical/Health Patients and Visitors
1 year 50,000 EURO
4
Encourage the local government (Bashkia)
to develop an overall Urban Plan that
encourages the development of appropriate
tourism services and infrastructure while
protecting natural and cultural attractions
1. Mountain tourists
2. Relaxation (family tourists) 4. Nature lovers
5. Visitors of friends and relatives
9. Medical/Health Patients and Visitors
14. Conference attendees
3 months 0
6
33
GOAL: TO IMPROVE TOURISM INFRASTRUCTURE (CONT.)
OBJECTIVES MARKETS
IMPLICATED
TIME
FRAME
EXPENSE RANK
Encourage local, regional (Bashkia & Qarku)
and national governments to more quickly
implement the transfer of ownership of
government lands to municipalities and the
private sector
1. Mountain tourists
2. Relaxation (family tourists)
3. Sports enthusiasts
5. Visitors of friends and relatives
9. Medical/Health Patients and Visitors
14. Conference attendees
1 year 2,000 EURO 2
Strongly lobby & support local and regional
(Bashkise & Qarkut) governments to include
Puke in the project for garbage disposal in
the north
1. Mountain tourists
2. Relaxation (family tourists)
3. Sports enthusiasts
4. Nature lovers
5. Visitors of friends and relatives
1 year
0 (?)
21
GOAL: TO IMPROVE TOURISM HOSPITALITY (AWARENESS AND INDUSTRY TRAINING)
OBJECTIVES MARKETS
IMPLICATED
TIME
FRAME
EXPENSE RANK
Identify organizations for professional
training and courses in tourism hospitality
for employees at Area hotel, cafes, stores,
etc.
1. Mountain tourists
2. Relaxation (family tourists)
3. Sports enthusiasts 4. Nature lovers
6. Lovers of culture (personal business)
7. Buses
9. Medical/Health Patients and Visitors
10. Lovers of culture (vacation)
11. Private vehicles
12. Tour buses
14. Conference attendees
1 year 0
15
Develop a ‘Citizen Awareness Campaign’
emphasizing the importance of tourism to
the Puke Area
1. Mountain tourists
2. Relaxation (family tourists)
3. Sports enthusiasts
4. Nature lovers
6. Lovers of culture (personal business)
7. Buses
9. Medical/Health Patients and Visitors
10. Lovers of culture (vacation) 11. Private vehicles
12. Tour buses
14. Conference attendees
1-2 years 10,000 EURO 5
34
GOAL: TO IMPROVE TOURISM RETAIL SERVICES
OBJECTIVES MARKETS
IMPLICATED
TIME
FRAME
EXPENSE RANK
Attract/stimulate interest among banks in
providing tourism businesses in the Puke
area with financing & credit
1. Mountain tourists
2. Relaxation (family tourists)
8. Medicinal plant experts/gatherers
14. Conference attendees
6 months – 1
year
2,000 EURO
20
Encourage Area artisans to produce unique,
traditional products for sale by local shops
and businesses
1. Mountain tourists
2. Relaxation (family tourists)
5. Visitors of friends and relatives
6. Lovers of culture (personal business)
7. Buses 10. Lovers of culture (vacation)
11. Private vehicles
12. Tour buses
6 months – 1
year
5,000 EURO 17
Plan, renovate and upgrade the existing ski
hill so that it is better adapted for the
existing climate while meeting the needs of
skiers
1. Mountain tourists
2. Relaxation (family tourists)
3. Sports enthusiasts
4. Nature lovers
5. Visitors of friends and relatives
1 —2 years
10,000 EURO 16
Enhance marketing skills among existing
businesses/markets
5. Visitors of friends and relatives 7. Buses
8. Medicinal plant experts/gatherers
2 years
(minimum)
50,000 –
100,000 EURO 23
Establish (or seek investors for) a combined
retail & wholesale center to provide more
accessible and cheaper products for Area
businesses
5. Visitors of friends and relatives
7. Buses
8. Medicinal plant experts/gatherers
1-2 years 3 – 5,000
EURO 22
Encourage private investors/businesses to
develop a natural health curative centre
9. Medical/Health Patients and Visitors
6 months 0 7
Encourage the development of appropriate,
financially viable tourism entertainment
facilities and activities, to include a PUB
1. Mountain tourists 2. Relaxation (family tourists)
3. Sports enthusiasts
5. Visitors of friends and relatives
1 year 5,000 EURO 13
Develop the expertise and organization of
Area tour guides
1. Mountain tourists
2. Relaxation (family tourists)
4. Nature lovers
10. Lovers of culture (vacation)
6 months 2,000 EURO 11
35
PUKE AREA
TOURISM OBJECTIVE
ACTION PLANS
36
GOAL: TO IMPROVE TOURISM INFRASTRUCTURE RANK: 1
OBJECTIVE: Encourage the development of infrastructure that will attract and satisfy tourist markets (e.g., improved
access roads, suitable lodging/housing, open spaces/parks)
CONCERN(S) ADDRESSED: Lack of urban infrastructure (e.g., condition of road to Fushe-Arrez, suitable lodging/housing, open
spaces/parks)
JUSTIFICATION: To attract the required investment to develop our tourism attractions and services, the appropriate infrastructure
must be developed and properly maintained.
MARKETS IMPLICATED: 1. Mountain tourists 2. Relaxation (family tourists) 3. Sports enthusiasts 4. Nature lovers 5. Visitors of friends and relatives 6. Lovers of culture (personal
business) 7. Buses 8. Medicinal plant experts/gatherers 9. Medical/Health Patients and Visitors 10. Lovers of culture (vacation) 11. Private vehicles 12. Tour buses 13. Hunters 14. Conference attendees
TIME FRAME: 1-2 years EXPENSE: 50,000 EURO
ACTION STEPS BY WHOM WHEN RESULTS
1. Create an Infrastructure Improvement work group
2. Identify appropriate roads, vacant buildings, open
spaces, etc. that will best serve tourist needs and
prioritize from most to least important.
3. Prepare detailed construction plans for top three projects
including costs and required budget (use Municipal and
Qark engineering staff to assist).
4. Locate and contact financing sources & secure financing
commitment from local, regional and appropriate
national government agencies (Ministry of Public Works
& Telecommunications and Ministry of Interior) plus
potential international donors (e.g. World Bank,
USAID).
5. Once funding is guaranteed, advertise for bids/tenders on
the selected priority projects
6. With the assistance of municipal and Qark engineers,
oversee the work to ensure it is completed on time and
to the level of quality expected
7. Monitor and evaluate the infrastructure projects to
determine if their completion has promoted the
development of tourism services/activities and increased
tourism traffic
8. If required, make necessary revisions/adjustments
37
GOAL: TO IMPROVE TOURISM INFRASTRUCTURE RANK: 2
OBJECTIVE: Encourage local, regional (Bashkia & Qarku) and national governments to more quickly implement the transfer
of ownership of government lands to municipalities and the private sector
CONCERN(S) ADDRESSED: Ownership problems of private and state land; investors will not build in the area if they are not
sure who owns the land.
JUSTIFICATION: Without a solution to land ownership problems, investors will not develop the necessary attractions and services
required to attract our target tourism market segments.
MARKETS IMPLICATED: 1. Mountain tourists 2. Relaxation (family tourists) 3. Sports enthusiasts 5. Visitors of friends and relatives 9. Medical/Health Patients and Visitors
14. Conference attendees
TIME FRAME: 1 year EXPENSE: 2,000 EURO
ACTION STEPS BY WHOM WHEN RESULTS
1. Create a Property Ownership work group
2. List Puke Area sites that have tourism development
potential; both urban sites within the municipalities and
natural sites within the communes
3. Contact the Agency of Inventory & Transfer of Public
Property, Ministry of Internal Affairs to determine the
present status of Property Transfer specifically in
reference to potential tourism development sites.
4. Identify problems that are creating obstructions to
returning land to appropriate owners
5. Summarize these problems/obstructions and forward to
the Municipalities, Communes, national members of
parliament and the Agency of Inventory & Transfer of
Public Property, Ministry of Internal Affairs for a status
update, comment and a timeframe as to when the
Property Transfer process will be completed
6. Invite representatives of the Agency of Inventory &
Transfer of Public Property, Ministry of Internal Affairs
to attend a meeting in the Puke Area to speak directly to
the specific problems that are inhibiting the development
of potential tourism sites. A goal of this meeting should
be to receive a date as to when the Property Transfer
38
process will be completed in the Puke Area.
7. Monitor and evaluate the Property Transfer process in
the Puke Area (particularly pertaining to tourist sites) to
ensure that the timeline is being met. If not, continue to
lobby through the municipal and commune councils and
Puke Area national members of parliament to ensure
that the Property Transfer process takes place
39
GOAL: TO IMPROVE TOURISM MARKETING AND PROMOTION RANK: 3
OBJECTIVE: Develop a tourist information center in Puke that caters to all target market tourist marketing, promotion and
information needs
CONCERN(S) ADDRESSED: Lack of advertising – no marketing efforts; lack of sufficient leaflets/brochures; lack of tourism
information signs
JUSTIFICATION: To attract tourists through direct marketing and promotion to tourists, tour operator groups and appropriate
media venues and help orient tourists during their visit
MARKETS IMPLICATED: 1. Mountain tourists 2. Relaxation (family tourists) 3. Sports enthusiasts 4. Nature lovers 5. Visitors of friends and relatives 6. Lovers of culture
(personal business) 7. Buses 8. Medicinal plant experts/gatherers 9. Medical/Health Patients and Visitors 10. Lovers of culture (vacation) 11. Private vehicles 12. Tour buses 13. Hunters 14. Conference
attendees
TIME FRAME: 3 months – 1 year EXPENSE: 20,000 EURO
ACTION STEPS BY WHOM WHEN RESULTS
1. Create a Tourist Information Center (TIC) Development
work group for project
2. Develop a TIC Development Plan that addresses;
• What the purpose of the TIC should be (i.e.
marketing/promotion to independent tourists, tour
operators and appropriate travel media before
tourists arrive & how it services tourists when they
arrive)
• Tasks/responsibilities of TIC staff (i.e. development
of brochures/ leaflets/maps, media/fam tours, serving
tourists, collecting/analyzing tourism data)
• Where the TIC should be located
• The costs of renovating/building a TIC
• What type of staff will be required (quality, training
and number) to operate the TIC
• Hours/seasons that it should be operational/open
• Where resources and funds can be obtained from
both the public and private sectors to build, operate
and maintain the TIC
40
3. Approach GTZ Tirana and Shkoder offices for assistance
(this organization has expertise in developing TICs)
4. Approach the Municipalities, Communes, Qark, Ministry
of Tourism, Culture, Youth and Sports, and Puke Area
private sector tourism businesses to determine if they are
interested in assisting and, if so, what resources they
have available to develop the TIC.
5. If appropriate resources, expertise and funds are found,
develop a proposal/tender bid to have the TIC site
renovated/built and advertise for bids/proposals.
6. During this period, recruit appropriate TIC staff and
commence training them. Also commence the
development of leaflet/brochure/map needs toward
publishing and having copies ready for distribution at
the TIC when it opens.
7 Once the TIC is operational, conduct tourist and tour
operator surveys on a regular basis to determine if their
needs are being met. If not, make the necessary
revisions to the TIC Operational Plan to accommodate
these needs.
8. Continue to monitor, analyze and evaluate the TIC
operation and improve/upgrade operation as staff
become better-trained and they are able to take on more
sophisticated marketing and promotional initiatives
(staff should be continuously trained and upgraded to
better serve its clients)
41
GOAL: TO IMPROVE TOURISM INFRASTRUCTURE RANK: 4
OBJECTIVE: Develop projects for black water canals so sewage is diverted from local lakes and waterways CONCERN(S) ADDRESSED: “Black water” canals (sewage runs directly into local lakes)
JUSTIFICATION: To enhance the city’s attractiveness as a tourist center by improving the natural beauty of its lakes; to create a
healthier environment for tourists
MARKETS IMPLICATED: 1. Mountain tourists 5. Visitors of friends and relatives 9. Medical/Health Patients and Visitors
TIME FRAME: 1 year EXPENSE: 50,000 EURO
ACTION STEPS BY WHOM WHEN RESULTS
1. Create a “black water” canal work group for the project
2. Identify the lakes and black water canals in the Puke
Area which require intervention
3. Work with Bashkia staff to create engineering and
construction plans for black water canals and sewage
diversion
4. Combine and merge with other urban infrastructure
projects if appropriate (see Objective Action Plan #1);
consolidate work groups if needed
5. Locate and contact financing sources & secure financing
commitment from local, regional and appropriate
national government agencies (Ministry of Public Works
& Telecommunications) plus potential international
donors (e.g. World Bank, USAID).
6. Once funding is guaranteed, advertise for bids/tenders on
the selected priority projects
7. With the assistance of municipal engineers,
oversee the work to ensure it is completed on time and
to the level of quality expected
8. Monitor and evaluate the project to determine if its
completion has promoted the development of tourism
services/activities and increased tourism traffic and
satisfaction
9. If required, make necessary revisions/adjustments
42
GOAL: TO IMPROVE TOURISM HOSPITALITY (AWARENESS AND INDUSTRY TRAINING) RANK: 5
OBJECTIVE: Develop a ‘Citizen Awareness Campaign’ emphasizing the importance of tourism to the Puke Area
CONCERN(S) ADDRESSED: Limited awareness by area residents as to the benefits of tourism
JUSTIFICATION: If Puke Area citizens are made aware of the economic and social benefits of developing a strong tourism sector,
they will be more willing to support its development and participate in tourism development projects/activities
MARKETS IMPLICATED: 1. Mountain tourists 2. Relaxation (family tourists) 3. Sports enthusiasts 4. Nature lovers 6. Lovers of culture (personal business) 7. Buses
9. Medical/Health Patients and Visitors 10. Lovers of culture (vacation) 11. Private vehicles 12. Tour buses 14. Conference attendees
TIME FRAME: 1-2 years EXPENSE: 10,000 EURO
ACTION STEPS BY WHOM WHEN RESULTS
1. Form a Tourism Awareness work group
2. Develop a ‘Tourism Awareness’ Campaign utilizing the
expertise and resources of:
• GTZ Shkoder and Tirana offices
• EDEM/USAid Tirana offices
• Rural Association Support Program (RASP) - Tirana
• SNV Tirana and Korca offices
• Ministry of T.C.Y.S. - Tirana
• National Tourism Association – Tirana
• Erseka Area TAC experience
3. Meet with Area private sector tourism businesses,
municipalities/communes, the Regional Qark Council,
relevant community groups and other important
stakeholders for their ideas and willingness to participate
43
4. Based upon the ideas and support received, develop a
‘Tourism Awareness Campaign Action Plan’ that takes
into consideration what should be developed, how it
should be promoted and when it should be promoted
including:
• Preparing written materials (leaflet, newspaper
articles, posters, media)
• Preparing publicity materials, activities, promotions,
television programs of a worthwhile or valuable
appearance
• Determining the various media venues that should
be used to get message across (e.g. TV, radio,
newspapers, poster locations, presentations to
relevant citizen and stakeholder groups, etc.)
• Developing the timeframe as to when the various
activities should take place
5. Monitor and evaluate success of campaign by surveying
citizens to determine if they now understand and support
the Puke Area’s tourism TAP Process and the benefits it
will bring to them.
6. Present (annually) successes and achievements in
tourism development to the citizens and stakeholders on
an ongoing basis. Annually, the TAC will summarize
TAP implementation Successes through the media,
public meetings and open houses.
7. Based on the monitoring, analysis and evaluation of the
Awareness Campaign, determine needs for another
campaign/effort (if required).
44
GOAL: TO IMPROVE TOURISM INFRASTRUCTURE RANK: 6
OBJECTIVE: Encourage the local government (Bashkia) to develop an overall Urban Plan that encourages the
development of appropriate tourism services and infrastructure while protecting natural and cultural
attractions
CONCERN(S) ADDRESSED: No urban plan for the District
JUSTIFICATION: To create a comprehensive, unified planning mechanism that will sensibly guide the Area’s future growth and
include key tourism development elements; it will also rigidly enforce license/permit requirements for building
construction
MARKETS IMPLICATED: 1. Mountain tourists 2. Relaxation (family tourists) 4. Nature lovers 5. Visitors of friends and relatives9. Medical/Health Patients and Visitors
14. Conference attendees
TIME FRAME: 3 months EXPENSE: 0
ACTION STEPS BY WHOM WHEN RESULTS
1. Create an Urban Plan work group, to include key
members from the Bashkia, City Council and business
community
2. Identify/examine Urban Plans that have been created
within and outside the Puke area; discuss the creation,
benefits and challenges of urban planning with officials
from these communities
3. Encourage/lobby the Mayor, Bashkia staff and the City
Council to create an Urban Plan by developing a
proposal that addresses key items including:
• Benefits of urban planning, specifically as they relate
to tourism development
• Challenges of urban planning
• Current problems facing the Puke Area due to the
absence of an Urban Plan, specifically as they relate
to tourism development
• Methods that can be utilized to protect/enhance
existing natural and cultural attractions
• Specific suggestions for important elements to include
in an Urban Plan
• List of external experts/consultants that may be
utilized in the planning process
45
• Letters of support from local businesses/residents
4. Present proposal to Bashkia and City Council, make
appropriate changes, and secure a promise of support
and implementation
5. Monitor the progress of Plan implementation, providing
support and encouragement as needed
6. Evaluate the Plan at regular intervals, revising and
updating the Plan as appropriate
46
GOAL: TO IMPROVE TOURISM RETAIL SERVICES RANK: 7
OBJECTIVE: Encourage private investors/businesses to develop a natural health curative centre
CONCERN(S) ADDRESSED: No central hospital for people with tuberculosis, other diseases
JUSTIFICATION: The Puke area has an ideal climate for people with TB and other diseases who require long periods of rest and
recuperation; establishing a curative center for these individuals (and their visiting family members) will boost
the local economy and increase the number of people visiting the area
MARKETS IMPLICATED: 9. Medical/Health Patients and Visitors
TIME FRAME: 6 months EXPENSE: 0
ACTION STEPS BY WHOM WHEN RESULTS
1. Form a Natural Health Center work group
2. Locate similar Centers in Albania or surrounding
countries and gather information about their creation,
use, purpose, benefits, etc.
3. Identify key elements of a Center for the Puke area;
what would it look like and what would it include?
What kinds of tourism-related activities/attractions could
be developed to complement the Center?
4. Contact the Ministry of Public Works &
Telecommunications for expertise and possible funding;
identify other potential donors (local businesses, World
Bank, RASP, etc.)
5. Develop a formal proposal and present it to the Bashkia,
City Council, business leaders and community residents.
Be sure to identify how the Center would be a self-
sustaining or profit-making enterprise
6. Once local approval and financing are secured, proceed
with implementation/construction
7. Ensure that the construction contract includes a plan for
future, ongoing maintenance of the facility
8. Monitor implementation and evaluate the Center
regularly to identify ways to improve the facility and
enhance marketing to draw more patients & visitors
47
GOAL: TO IMPROVE TOURISM ATTRACTIONS, EVENTS AND ACTIVITIES RANK: 8
OBJECTIVE: Cooperate/lobby with local governments, central authorities and relevant community associations for the
protection and enhancement of forest lands
CONCERN(S) ADDRESSED: Loss of natural beauty through cutting and burning of the original forest
JUSTIFICATION: To protect and enhance the natural environment of the Puke area that attracts tourists
MARKETS IMPLICATED: 1. Mountain tourists 2. Relaxation (family tourists) 3. Sports enthusiasts 4. Nature lovers 8. Medicinal plant experts/gatherers 13. Hunters
TIME FRAME: 6 months EXPENSE: 0
ACTION STEPS BY WHOM WHEN RESULTS
1. Form a Forest Protection work group
2. Identify and contact local and regional forestry officials,
as well as the Ministry of Interior, for advice and
expertise
3. Identify and contact any other regions within Albania
that have undertaken similar projects; seek their input
4. Evaluate/assess the current condition of the area forest;
identify specific regions of the forest for protection or
enhancement
5 Create a proposal for protection/enhancement of the
forest, which includes:
• Current assessment
• Specific areas for protection
• Benefits of plan, specifically related to tourism
• Potential costs and potential funding sources (local
businesses, World Bank, RASP, etc.)
• A plan for future protection and development of forest
6 Present proposal to Bashkia, City Council, Qark and to
community businesses/residents
7. Once the plan is approved and funding secured, begin
implementation
8. Monitor and evaluate the project on an ongoing basis to
ensure compliance with plan objectives; modify as
needed
9. Promote and market the project during implementation to
increase tourism potential
48
10. Identify and seek implementation of new tourism
attractions/activities that are compatible with the
renewed forest (hiking trails, hiking guides, regulated
hunting, organized camping outings, vacation cabins,
etc.)
11. Continually monitor the effects of the project and
specifically ensure compliance with the plan for future
protection of the renewed forest
49
GOAL: TO IMPROVE TOURISM MARKETING AND PROMOTION RANK: 9
OBJECTIVE: Develop a ‘become familiar tour’ for national and international tour operators to introduce them to what
the Puke Area has to offer
CONCERN(S) ADDRESSED: Lack of advertising – no marketing efforts
JUSTIFICATION: Tour operators are not aware of the value of tourism in Puke, and therefore very few tour operators offer trips
that include the Puke area
MARKETS IMPLICATED: 1. Mountain tourists 7. Buses 12. Tour buses
TIME FRAME: 3 months EXPENSE: 3,000 EURO
ACTION STEPS BY WHOM WHEN RESULTS
1. Form a work group to identify tourism agencies and
operators in Albania and nearby countries (e.g.
Montenegro)
Contact: [email protected]
2. Identify all of the activities, attractions, etc. that make
Puke unique and attractive to tourists
3. Develop promotional and informational materials
(brochures, photos, etc.) to distribute to tour operators;
obtain expert assistance to ensure the materials are
attractive and professional
4. Contact all of the appropriate tour operators and
schedule a meeting to discuss and showcase the tourism
potential of the Puke area; hold the meeting in a location
that is convenient for operators
5. Follow up with tour operators after the meeting to
answer their questions/concerns; invite them to visit
Puke for a first-hand look at the area
6. Continue to work with those operators that have an
interest in Puke to assist them in making the area a
regular stop on tours
7. Work with local officials and businesses to prepare for
visits by tourists to make their visit as good as possible;
develop new attractions/activities as appropriate
50
8. Monitor/evaluate the project and make changes as
needed; continue to identify additional tourism
operators to convince them to include Puke in their tour
offerings
51
GOAL: TO IMPROVE TOURISM MARKETING AND PROMOTION RANK: 10
OBJECTIVE: Develop an informational and directional tourist signage program for the purpose of orientation, promotion
and provision of information
CONCERN(S) ADDRESSED: Lack of tourism information signs
JUSTIFICATION: People currently visiting Puke have no signs to guide them through the city or identify places of interest;
therefore, it is highly unlikely they will stop here for any length of time and spend money in the area
MARKET COMPOSITION: 1. Mountain tourists 2. Relaxation (family tourists) 3. Sports enthusiasts 4. Nature lovers 5. Visitors of friends and relatives 6. Lovers of culture (personal
business) 7. Buses 8. Medicinal plant experts/gatherers 9. Medical/Health Patients and Visitors 10. Lovers of culture (vacation) 11. Private vehicles 12. Tour
buses 13. Hunters 14. Conference attendees
TIME FRAME: 1 year EXPENSES: 20,000 EURO
STEPS OF ACTION PLAN BY WHOM WHEN RESULTS
1. Create a Tourism Information work group; contact the
TAC in Erseke for ideas & suggestions for project
2. Work with members of the Tour Operator work group
(see above) to identify the attractions/activities that
make Puke unique and attractive to tourists; why would
people want to stop here?
3. List the items and categorize them (e.g. cultural,
historical, nature, food & lodging)
4. Identify the most appropriate places (highly visible and
with high traffic volume) for signage
5. Contact local business community to explain importance
of project to them and solicit financial assistance
6. Employ appropriate artists & business to develop attract
welcoming and informational/directional signs for Puke;
place throughout the area
7. If money is available, also create “walking guides” and
maps of the area with key information for tourists
(places of interest, food/lodging, phone #’s, directions,
etc.)
8. Evaluate the project to determine if tourism is increasing
and if signage is helpful; add more signs and/or change
locations as appropriate
52
GOAL: TO IMPROVE TOURISM RETAIL SERVICES RANK: 11
OBJECTIVE: Develop the expertise and organization of area tour guides
CONCERN(S) ADDRESSED: Lack of professional guides for area trips
JUSTIFICATION: Tourists are currently “on their own” when they come to Puke; there are no formal guides to show them the city
or escort them on trips and activities in the region.
MARKET COMPOSITION: 1. Mountain tourists 2. Relaxation (family tourists) 4. Nature lovers 10. Lovers of culture (vacation)
TIME FRAME: 6 months EXPENSES: 2,000 EURO
STEPS OF ACTION PLAN BY WHOM WHEN RESULTS
1. Form a working group consisting of local people with a
detailed knowledge of the area and/or experience in
tourism and tourist needs
2. Contact professional guide organizations in Tirana and
elsewhere (e.g. Outdoor Albania) for advice and
expertise
3. Identify training organizations and potential
donors/financing sources (EDEM, RASP, etc.)
4. Identify people within the community who have the
knowledge and desire to become formal tourist guides
5. Hold training sessions for future tourist guides; consider
making them part of the Tourist Info. Center (see Action
Plan 3)
6. Publicize/market the availability of these guides
7. Implement the project by having guides give formal
tours of the area and leading trips (hiking, camping,
hunting, etc.) when tourists visit the region
8. Evaluate the project to determine if the guides are
effective in increasing tourism; enhance their training
and adjust the number of guides accordingly
53
GOAL: TO IMPROVE TOURISM ATTRACTIONS, EVENTS AND ACTIVITIES RANK: 12
OBJECTIVE: Restore and reconstruct freshwater areas that cater to tourist demand
CONCERN(S) ADDRESSED: Lack of abundant, clean water sources for tourists’ recreational activities
JUSTIFICATION: The freshwater areas of Puke (e.g. two local lakes) have potential for tourist activities, but are currently used for
sewage and irrigation and are not suitable for swimming, fishing, boating, etc,
MARKES IMPLICATED: 1. Mountain tourists 2. Relaxation (family tourists) 3. Sports enthusiasts 4. Nature lovers 9. Medical/Health Patients and Visitors
TIME FRAME: 1 – 2 years EXPENSE: 1 million EURO
ACTION STEPS BY WHOM WHEN RESULTS
1. Create a Lakes Preservation and Development work
group with appropriate engineering and tourism experts
2. Analyze the situation and the need for change;
specifically identify those freshwater areas in need of
restoration and/or locations where new freshwater areas
can be constructed for recreational purposes
3. List the ways the lakes can be used by tourists (e.g.
fishing, boating, swimming)
4. Identify and involve engineering experts from outside
the Puke region for advice; obtain a cost estimate
5. Contact local and national governments (Ministry of
Public Works) and other organizations (World Bank,
USAID, etc.) for assistance and possible funding
6. Solicit bids/tenders to identify potential contractors
7. Once financing is secured and a contractor(s) identified,
implement the project
8. Throughout and after implementation, publicize the new
freshwater areas (tourism guides, tourism operators,
website, billboards/signage, etc.)
9. If financing is available, establish tourism-related
business/services to go hand-in-hand with the freshwater
areas (e.g. boat rentals, fishing guides, specially-marked
swimming areas, beach development)
54
10. Monitor construction throughout the project to ensure
compliance with contract and project goals
11. Evaluate project to assess if it is meeting tourist’s
demands and is profitable; make adjustments
continually as needed
55
GOAL: TO IMPROVE TOURISM RETAIL SERVICES RANK: 13
OBJECTIVE: Encourage the development of appropriate, financially viable tourism entertainment facilities and
activities, to include a PUB
CONCERN(S) ADDRESSED: Lack of small entertainment, amusement and sporting activities/centers for tourists (e.g., PUB,
amusement centers for children, affordable Internet or computer games)
JUSTIFICATION: Tourists are often looking for places to relax, especially at night; they often want entertainment for themselves
and their children; and Puke does not currently offer appropriate businesses
MARKES IMPLICATED: 1. Mountain tourists 2. Relaxation (family tourists) 3. Sports enthusiasts 5. Visitors of friends and relatives
TIME FRAME: 1 year EXPENSE: 5,000 EURO
ACTION STEPS BY WHOM WHEN RESULTS
1. Create a work group to consist of business leaders and
individuals with some experience traveling abroad
2. Organize a meeting of the work group to generate ideas
for the types and locations of entertainment businesses
desired; also survey the community for this information
3. Be sure to consider currently empty and abandoned
buildings possible locations to save costs
4. Cooperate with Municial Staff/City Council, to improve
the environment encouraging business initiatives and
development
5. Identify people in the Puke area who are able (have
experience) and are willing to operate a profitable
entertainment business
6. Visit places of entertainment in Tirana, Durres, etc. to
assess their operations and obtain their suggestions and
advice; also solicit ideas and suggestions from tour
operators
7. Identify local business leaders and other individuals who
may be willing to invest in entertainment centers, in
return for a share of the profits
8. Create a plan to establish new places of entertainment
gradually, as dictated by financing and usage
56
9. Begin implementation of the plan
10. Carefully monitor each phase of the project to ensure its
success in meeting objectives (attendance and profit),
and only proceed with additional phases if it makes
economic sense
57
GOAL: TO IMPROVE TOURISM INFRASTRUCTURE RANK: 14
OBJECTIVE: Lobby appropriate government and private sector agencies to develop measures for energy conservation and
alternatives for new energy production
CONCERN(S): Lack of constant electric energy supply
JUSTIFICATION: Most tourists will not remain long, and will not return, to an area without a constant electrical supply; the Puke
area can never meeting its full potential as a tourism destination without the ability to provide this basic service
MARKETS IMPLICATED: 1. Mountain tourists 2. Relaxation (family tourists) 3. Sports enthusiasts 4. Nature lovers 5. Visitors of friends and relatives 6. Lovers of culture (personal
business) 7. Buses 8. Medicinal plant experts/gatherers 9. Medical/Health Patients and Visitors 10. Lovers of culture (vacation) 11. Private vehicles 12. Tour buses 13. Hunters 14. Conference attendees
TIME FRAME: 1 - 3 years EXPENSE: 1 million EURO
ACTION STEPS BY WHOM WHEN RESULTS
1. Create a work group with appropriate energy experts,
government officials and people with an interest in
tourism development
2. Identify specific reasons for the lack of 24-hour energy
supply (infrastructure issues, household energy waste,
political reasons, etc.)
3. Determine what other cities and communities have done,
if anything, to cope with these same problems
4. Contact the Ministry of Public Works for ways they can
be of assistance with expertise, advice or financial aid
5. Contact other potential sources of funding and expertise
(World Bank, USAID agencies, international energy
companies/associations)
6. Select the most feasible ways to make a difference at the
local level; prioritize and select items from the list made
in step 2 above
7. Define costs
8. Make a specific, realistic proposal to potential investors
and advisers
9. Implement the project(s)
10. Publicize the project(s) within the local community to
create support for any new conservation measures
58
11. Monitor any new construction and evaluate the
effectiveness of the overall project in conserving energy
supplies and creating new energy sources to provide 24-
hour electricity; make adjustments as necessary
59
GOAL: TO IMPROVE TOURISM HOSPITALITY (AWARENESS AND INDUSTRY
TRAINING)
RANK: 15
OBJECTIVE: Identify organizations for professional training and courses in tourism hospitality for employees at area
hotel, cafes, stores, etc.
CONCERN(S) ADDRESSED: Lack of professional, vocational tourism schools/courses; people at alpinist tourism lodge/business
are untrained
JUSTIFICATION: Workers at local businesses that cater to tourists are very hospitable, but lack the professional knowledge and
training to serve tourists and take full advantage of the tourism market
MARKETS IMPLICATED: 1. Mountain tourists 2. Relaxation (family tourists) 3. Sports enthusiasts 4. Nature lovers 6. Lovers of culture (personal business) 7. Buses
9. Medical/Health Patients and Visitors 10. Lovers of culture (vacation) 11. Private vehicles 12. Tour buses 14. Conference attendees
TIME FRAME: 1 year EXPENSE: 0
ACTION STEPS BY WHOM WHEN RESULTS
1. Form a work group consisting of employees/owners
from local businesses that cater to tourists’ needs; also
include people who have traveled abroad
2. Specify local businesses that cater to tourists, or have
the potential to do so; be honest in identifying their
shortcomings in serving the tourist population
3. Contact Erseka – an visit the city – to determine how
they addressed a similar issue
4. Contact tour operators; the Ministry of Tourism,
Culture, Youth and Sports; EDEM; SNV; GTZ and
others for expertise, advice and to identify training
organizations
5. Inform the local business community of the project to
enhance awareness as to the benefits of this effort
6. Once a training organization(s) has been identified,
work with the trainers to develop a program appropriate
to the Puke region
60
7. Offer the training to employees of the businesses
identified in step 2 above, either at their own expense or
with funds donated by local businesses, local
government, or outside associations
8. Utilize trainee surveys to determine the effectiveness of
the training; make program changes as needed and
continue to offer the training to new businesses and their
employees
61
GOAL: TO IMPROVE TOURISM RETAIL SERVICES RANK: 16
OBJECTIVE: Plan, renovate and upgrade the existing ski hill so that it is better adapted for the existing climate while
meeting the needs of skiers
CONCERN(S) ADDRESSED: Lack of good ski area and ski lift
JUSTIFICATION: The climate and geography of the Puke area ideal for skiing, however without major upgrades to the skiing
facilities, very few tourists will select this region over other skiing destinations
MARKETS IMPLICATED: 1. Mountain tourists 2. Relaxation (family tourists) 3. Sports enthusiasts 4. Nature lovers 5. Visitors of friends and relatives
TIME FRAME: 1 - 2 years EXPENSE: 10,000 EURO
ACTION STEPS FROM WHOM WHEN RESULTS
1. Create a work group including any local alpine experts
2. Identify existing problems/shortcomings with ski area
3. List the improvements that are needed and estimate
costs
4. Identify any other locations in the Puke area that may be
suitable for ski hill operation
5. Consult with other ski operations inside or outside
Albania for advice on renovation; visit these businesses
if possible
6. Meet with Outdoor Albania for further advice and to
create awareness within the organization of Puke as a
potential ski resort
7. Meet with local and regional government and the
Ministry of Tourism, Culture, Youth and Sports to
coordinate the project and seek financial assistance
8. Solicit tenders/bids for necessary ski area improvements
9. Implement the project step-by-step according to budget
constraints
10. Publicize and market the new ski area among tour
operators, Outdoor Albania and international skiing and
tourism promotion organizations
62
11. Evaluate the success of the project and plan for
additional improvements as financing is available; also
consider other skiing-related attractions for tourists, such
as a ski lodge, ski rentals, paid instructors, etc.
63
MAP PUKE AREA
TOURISM ATTRACTIONS
64
A-1
ANNEX A
SUMMARY OF TOURISM
MARKETING/PROMOTION
INFORMATION ON THE
PUKE AREA
A-2
SUMMARY OF TOURISM MARKETING/PROMOTION INFORMATION ON
PUKE AREA
A: International English Publications
1. Albania & Kosovo Blue Guide; 2001: 500 plus page guide that devotes a total of one page to
the Puke area. The section is titled “Shkodra to Puka and Kukes” and describes the route as a
169km asphalt road, but with “some very poor stretches. It recommends a four-wheel drive
vehicle in the winter and a standard vehicle in the summer. The Guide also describes Puke in the
following manner:
• a copper mining town and a poor and run-down little town, mostly Roman Catholic, with
much social deprivation and scruffy blocks of communist period flats. The town had grown
somewhat in importance in the last two years, after a very bad lawless period in the early
1990s. The industries connected with timber that were originally established in the
communist period have begun to revive with the current building boom in Albania, although
the copper industry is still very depressed.
• Where to stay and eat
- Hotel Picaria, in the main street, which was used as a Kosovo refugee clearing station for
most of the 1998-2000 period has now reopened. It is very basic, but usable. It is also
possible to get a bed in rooms above some of the little restaurants that are springing up
alongside the main road en route. It is possible to get a basic meal in cafes in the town.
The Guide also offers a History of Puka, which describes the region’s history dating from Illyrian
times in early antiquity to 1999. The section ends by stating that “there is little of interest to see
in Puka.”
2. Albania, The Bradt Travel Guide; 2004: 200 plus page guide that does not mention the study
area.
3. Albania (written by Agim Neza), June 2002: 350 page guide devoting less than a page to the
study area under a section titled TROPOJA:
• On the way to Kukes, you pass the village of Qerret, and see the ruins of medieval fortress of
Dalmacia. Then you enter the small town of PUKA. This is the town, where worked the
great Albanian poet, Migjeni. The region of Puka has 50.000 inhabitants. The main branch
of industry is the mining and enrichment of copper and wood-working. The mountainous
district of Puka is rich in forest. Here are situated the big saw mills in the country. Having a
coffee stop in Puka, you drive to Fush Arrez….
B: National Travel Brochures, Maps and Guides
1. Albania; The Last Secret; Ministry of Territory Adjustment and Tourism, 2005: A very general guide that does not mention the study area at all.
2. Albania; Tourist Information, Tourism Development Committee of Albania: No information on the Study area.
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3. Albania…from the history; Ministry of Territory Adjustment and Tourism and National Tourism Organization: No information on the Study area is included.
4. Albania, Nature Attractions; Ministry of Territory Adjustment and Tourism And National Tourism Organization, 2005: The region that contains the study area is called “The
Mountainous Central Region,” where it is stated that the region presents great prospects for
tourism development. However, Puke is not specifically mentioned.
5. Albania, Sport Adventure; Ministry of Territory Adjustment and Tourism and National Tourism Organization 2005: In a section titled MOUNTAINS, this document mentions the
region of Puka as one of numerous locations where skiing and other winter sports can take place.
6. Albania Map & Guide, Private-Funded Publication; 1995: In the study area, it shows a
“castle of antiquity” on the map.
7. Albania Road Map, 1:350,000, Ministry of Territory Adjustment and Tourism and the National Tourism Organization: The map does not show the study area as having any places of
tourist interest, church/castle ruins, mosques, monuments, caves or interesting natural features.
8. Albania, Land of Sun and Hospitality, Ministry of Tourism: Puke is shown on the map.
9. Albania, Practical Information Pocket Guide, Ministry of Territory Adjustment and Tourism and the National Tourism Organization, 2005: The study area is not mentioned in
the “Mountainous destinations” section. No information on transport to (or through) the study
area, nor are any services mentioned.
10. Albania, Hotels and Travel Agencies Guide, Ministry of Territory Adjustment and Tourism and the National Tourism Organization, 2005: No hotels or travel agencies mentioned in the
study area.
11. Albanian Green Line, Mountainous Guide 2007, Blue Agency Advertising: Contains a full-
page advertisement for Hotel Puka (HTP Begeja 1900).
C: Private Sector Tourism Guides, Brochures, Magazines
1. Willkommen in Albanien, Albantours Travel (located in Tirana): Offers twelve tours, of
which one passes through the study area but does not appear to stop even for meals.
2. Albania, Yours to Discover! Antalja Travel Tours (located in Tirana): A general guide that
highlights major centers. Puke is shown on the map, but there is no mention or photos of the
area.
3. Discover Albania, Sondor Travel and Tours: Offers four tours where it is implied that tour
groups must pass through Puke, but the city is not specifically mentioned.
4. Journeys in the Albanian Nature and Culture, Outdoor Albania: Offers two tours where it is
implied that tour groups must pass through Puke, but the city is not specifically mentioned.
5. Explore Albania – An Impressive Destination, Magic Tours: One tour of the Albanian Alps
area implies that tour group must pass through Puke, but the city is not specifically mentioned.
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6. Albania, Elite Travel: One tour of the Albanian Alps area implies that tour group must pass
through Puke, but the city is not specifically mentioned.
D: Local/Area Brochures, Pamphlets and Planning Documents
1. The State of Development of the Puke District in 1996: A diagnostic study by local residents,
assisted and funded by the University Institute of Development Studies (Switzerland). A largely
factual and historical document about the Puke District, along with the establishment of priorities
(infrastructure & agriculture) for the Puke municipality and surrounding Communes.
2. Service Improvement Action Plan (Service Sector: Cleaning and Garbage Collection Service), October 2005: A local study supported by USAID/Local Government and
Decentralization in Albania. Includes citizen surveys and a plan for improving the garbage
collection and cleaning service in Puke.
3. Decentralization and Local Development Program – Technical Assessment of the DLDP partner Local Government Units, 2006: Co-Plan organization’s technical assessment of
Shkoder region re: urban planning, housing, water, infrastructure, etc.
4. Action and Performance Plan for the Improvement of Service by the Tax Office of Bashkia Puke, 2006: A study and proposal produced by four Bashkia employees and two local
businesspeople to simplify the registration process for private businesses in Puke and increase
transparency of tax collection (creation of a “one-stop shop”). Includes surveys showing
overwhelming support for the concept.
5. Puka Municipality general information, 2000: A booklet in Shqip and English containing
geographical, agricultural, historical, educational, cultural and political information about the
Puke municipality.
6. Puke Educational Road, 2003: A book in Shqip by Sabah Sinani that contains a history of the
educational system in Puke.
7. Puka – A Look at Geography and Tourism, 2004: Booklet by the Puke Ecotourism
Association in Shqip and English containing historical, geographical and tourism information
about the Puke District.
8. City Profile, 2005: A booklet in Shqip that basically updates the 2000 general information
document (see above), except with many more charts and statistics. Designed as the first step in
the municipality’s strategic planning process.
9. Hotel Tourism Puka, 2007: Brochure in English and Shqip about Hotel Tourism Puke (Begeja
1900), containing information and photos about the hotel and region, local tourism and cultural
activities, local products (Beer Puka); and a small map.
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10. Online information:
• www.hotelpuka.com - Site for Hotel Tourism Puka (not yet operational)
• www.hostelworld.com/hosteldetails.php/PukaTourismHotel-Puka-21722 - Information about
Hotel Tourism Puka as well as online booking
www.rasp.org.al/ngjarje.html (albanian version) dhe
www.rasp.org.al/events.html (english version) RASP Web page where you can find information
on the process for preparing Tourism Action Plan in Puka and TAP for Puka (dowloadable).
• Puke area tourism website under construction
• Various individual travel blogs from people who have visited Puke.