Tourism sector in Albania and business constraints to growth
The purpose of the Market System Analysis in Tourism is to look at the symptoms of underperformance at tourism business level and uncover the underlying systemic constraints to growth. In other words, to find out what keeps Albanian Tourism businesses from growing and investing in job creation?
The study initially lays out a comprehensive overview of the current market situation, followed by an analysis of key identified challenges and strategic suggestions for facilitating solutions through the project’s interventions
The Tourism Market System Analysis is built on secondary data from public and private institutions as well as primary data from focus groups and semi-structured interviews with different stakeholders in the Tourism sector in 6 Regions in Albania: Tirana, Shkodra, Berat, Korca, Vlora and Gjirokastra.
A key document consulted is the new draft National Strategy for Tourism 2014-2020 of the Ministry of Urban
Development and Tourism.
Following the analysis of business constraints and underperforming functions DMO has identified four clusters of interventions that would drive positive change and create jobs as result of business growth:
- Interventions that tackle the lack of market intelligence;
- Interventions that improve the service of tourist guides in the country;
- Interventions that tackle the lack of online visibility and online promotion of tourism
- Interventions that facilitate a more diverse and spread out (both in geography and time) touristic product, that makes better use of Albania’s potentials.
