From the 9th to the 12th of November 2009
For the fourth consecutive year, Albania was proposed as a tourist destination at the celebtrated “World Travel Market” in London, in the United Kingdom. The Albanian stand was very modest and lagging far behind other countries in the region, reports the local press. The stand grouped together the National Agency of Tourism (Agjencia Kombetare e Turizmit), municpialities of the two major cities in the country (capital Tirana and coastal Durres) and a bunch of travel agencies and actors from the private sector. The stand offred flyers and brochures outlining the touristical interest of Albania and making aware of different resorts in the country, but it seems to have lacked attractivity compared to the animated and richly demostrative promotion mada available in other stands. At the diffrence of other countries, no audiovisual promotional matterial was proposed to the visitors of the stand. Not even the costly promotional spot that was broadcast on CNN, report Top Channel (10.11.2009) and Shqip (11.11.2009).
“Lukewarm” presentation
The Albanian media rate the performance of the Albanian promoters at the World Travel Market (WTM) as “lukewarm” and below the standards offered by other countries in the region.
Nada Kallciu, directoress of the National Agency of Tourism declared to Top Channel that the particularity of the representation of Albania in this huge world toursim fair for 2009 was the participation of a group of dancers from the National Theatre of Opera and Ballet (Teatri i Operas dhe i Baletit). But the same media quotes also Dorian Gjalpi, expert for tourism issues, with the words “a lukewarm participation from all the Albanian promoters in the fair” and the grievance of a participation which he calls “basic and without strategy”.
But as the Albanian representation aiming to draw more visitors to the country could not stand comparison to stands of neighboring countries, the Albanian National Agency of Tourism afforded to give on the 11th of November on Platinum Suite 5, for a complete hour from 12:30 to 13:30, a self-laudatory conference titled “Achievements and Success of Tourism in Albania 2009”. Though a powerful and promising increase has been observed in this year’s summer touristic season (2009), Albania has still very much to do in the tourism way and could at a national level yet hardly compare to the venue of visitors in a single French town (though not one of the least. See accompanying box on Bordeaux).
Kosova joins in
Among the numerous participants, this year the World Travel Market counted the newest-born country in the world. Kosova (Kosovo) is reported to have participated for the first time this year. Its stand was reported to be sober and modest but offering a rich and attracting photographic message on a welcoming land. The main letter of this message is that, though a land-locked country, Kosova (Kosovo) has what to offer in the field of tourism and especially in the field of alpine tourism.
But besides this welcoming message, the toursm authorities of Kosove aim at easing potential visitors on any inquietude that the past wars and conflicts in ex-Yougoslavia have left in their memory. Or to relieve them of any prejudgement or presentiment formed unintentionalaly from intensive propaganda that has accompanied the image of Kosove during the decades that it was under Serbian control. Bujar Kuci, the director of the Department of Toursim declared to Top Channel that “this fair is a good possibility to present to the world the values of turism in the Republic of Kosove, and at the same time an appropriate occasion to present Kosove with a new image, different to what may citizen of European countries imagine Kosove to be”.
World Responsible Tourism Day
The World Responsible Tourism Day is observed annually on the 11th of November and was visibly advertised in the large London tourism fair where Albania and Kosove (Kosovo) participated for the 4th and 1rst time respectiveley.
This international day on responsible tourism was created out of an initiative of the World Travel in association with the United Nations World Tourism Organization with the aim to sensibilize citizens and travellers throughout the world on the necessities of protecting the local environments, of respecting the local cultures, of conserving the natural resources, and of minimizing pollution.
Tourism brings a lot of advantages to developed as well as to undeveloped or developing countries and is equally important for all. Trade, jobs,economic development, cultural sustainability, peace, and mutual acquaintanceship and sympathy are among the best benefits of tourism. But it does not at all cost or automatically bring only benefits. Responsible tourism tries to alleviate whatever risks on environment, local culture and resources may bring a negligent toursim. Travellers are asked to be aware of poetntial threat to natural or cultural balances and environments as well as to conscientiously and responsively behave in order to minimize the negative economic, environmental, and social impacts of tourism. Travellers are asked to ensure that their sojourn is mutually beneficial both to travelers and to the local people.
As countries which wish to develop toursim as a relying economic resource, Albania and Kosove (Kosovo) should make efforts not only to improve infrastructure and services as well as life in the country, but should also promote responsible tourism in each respective country.
30th Anniversary and previsions
As World Travel Market (WTM) celebrated its 30th anniversary this year, the British periodical Travel Weekly, concentrated on tourism issues, published views of some executives concerned with toursim services whio were asked to predict the next three decades of travel and tourism. On its issue of the 5th of November 2009, under the title “Industry leaders predict future tourism hotspots”, Travel Weekly wrote quoting influent tourism industry leaders: “North Americans and Europeans make up the biggest proportion of travellers. Over the next 30 years, there will be a shift as more people from Russia, India, China and Brazil start travelling”. “As people from China and India start to travel, it will be the Pacific Rim countries that benefit because they are close to the source markets.”
Albania is also thought to become a rising destination. ABTA chief executive Mark Tanzer is quoted by Travel Weekly with the words: “Countries that have been closed for many years for political reasons or conflict are always of interest when peace returns. Countries already of interest include Algeria, Libya and Albania.”
Participants
The Albanian participants were grouped under the stand EM250. The Albanian National Tourism Agency was the main stand-holder and the other participants were exhibiting partners.
Albania Explorer
Agjencia Kombetare e Turizmit – Albanian National Tourism Agency
Albanian Travel Operators Union
Albtours D
Arceological Park of Butrinti
Belle Air
Blu Vakanze EM250
Europa Travel & Tours
LAB sh.p.k.
Muncipality of Durres
Municipality of Tirana
Sheraton Tirana Hotel
Besides the Albanian travel agencies and travel operators present at the WTM, two foreign companies, the Croatian Fortuna Travel on stand EM226 (main stand-holder) Croatioan Generalturist on stand EM245 and the Slovenian Promet T&T on stand EM3040, also offer visits and tours in Albania. The Republic of Kosove was presented in stand EM5030.
Grapes from ancient Illyria, from the territory which is today Albania
Besides the stand occupied by Albanian promoters, the name of Albania at the World Travel Market (WTM) in London could also be encountered on publicity concerning the French city and the French region of Bordeaux, a world-famous wine-producing region. The Bordeaux Tourist Office (Office de Tourisme de Bordeaux) press release issued on the 6th of July 2009 and made available at the WTM reads: “The Bituriges Vivisques, a Gaulish people from the city of Burdigala, the Roman name for Bordeaux, planted Biturica vines (the ancestor of today’s Cabernet, thought to be originally from Albania) on the banks of the Garonne in the 1st century AD. The Biturica was ideally adapted to the region’s oceanic climate and soil”.
Bordeaux, has given its name to the oldest vineyard region in France. Its internationally renowned vineyards (described as largest and oldest fine wine vineyard in the world) cover 115,000 hectares of vines and a variety of grapes.
Bordeaux boasts of 140 flights per day to 60 other cities in France and abroad, numerous railway links and Bordeaux is the second most important port of call for cruise ships on the Atlantic. Bordeaux was inscribed as a UNESCO World Heritage Site in June 2007.
Bordeaux boasts of receiving annually more than 2,5 million visitors from all over the world (Almost as many as the estimates for the entire Albania in 2009. Albania counts to date two UNESCO World Heritage Sites, but can boast of less connections to the world).
