UNDP says Albania at a young stage of tourism development

TIRANA, June 24 – International visitors traveling through Albania’s only international airport are more male and more Albanian than one would expect, a recent UNDP study shows.
The findings, released this week, of an annual survey of foreign visitors departing from Mother Theresa airport indicate a very early stage of tourism development in the country, which might also point to strategies when introducing Albania as a conference or business-oriented destination.
The proportion of non-Albanian business travelers is relatively high, the survey shows. 52 percent of the interviewed people stated they were in Albania on business, with 29 percent of them visiting family or friends and 14 percent visiting Albania for pleasure.
More than 1,000 travelers were interviewed between April 2007 and May 2008 when departing at Mother Theresa airport. The interviews were performed as part of the UNDP Image of Albania Project.
“The aim was to capture a demographic profile of visitors, their activities, and degree of satisfaction and expenditures in order to assist the Government in formulating an informed marketing campaign and guiding its investment in eco and cultural tourism”, says Dasara Dizdari of the UNDP.
When asked about the activities they participated in during their visit to Albania, other than walking, sightseeing, museum visits, swimming, hiking and national park visits were the most popular activities.
Travelers typically stay close to Tirana, the survey shows. “As the industry develops, close attention to moving tourists to less central locations will increase the length of stay, the amount spent and the distribution of tourism receipts throughout the country”, says UNDP consultant and author of the survey report, Andrew Seidl.
Visitors spend an average of approximately 200 Euros per day for their trip to Albania, they participate in outdoor recreational activities and appreciate the cultural and natural heritage of the country, the survey shows.
Respondents were asked about their willingness to pay additional amounts to the Albanian Government for investment in nature and culture. On average, they said they are willing to pay an additional Euro 95 for such experiences – an amount that would translate in an estimated Euro 300 million per year to help develop the country’s natural and cultural heritage.
The Image of Albania project aims to address the international information gap about Albania by improving the quality and the quantity of information about the country in order to increase positive associations. The project works with the Albanian Government, international partners and the media to set a more positive agenda reflecting Albanian realities.