First 20 hotels get Authentic Albania awards

TIRANA, May 2 – Twenty hotels in Albania have received the first gold, silver and bronze Authentic Albania awards under a USAID sponsored program to support Albania’s growing tourism industry. The Authentic Albania quality mark awards program supports enterprises in Albania’s tourism industry by establishing quality hotel standards and building opportunities for tourism businesses. The program will be the country’s first system that rates accommodation facilities in Albania.
USAID Mission Director, Joseph C. Williams, Acting Minister of Tourism, Suzana Turku, and Albanian Tourism Association President, Enver Mehmeti, delivered remarks at a ceremony held last weekend to distribute the awards to the first twenty Albanian accommodations.
The Gold, Silver, and Bronze Authentic Albania awards were determined based on the Authentic Albania quality mark framework which evaluates facilities using seven key dimensions that together address the travelers’ requirements for professionalism, safety, cleanliness, and comfort, as well as demonstrate responsible tourism practices. Assessments were conducted by a group of independent Albanian assessors trained by international experts on the Quality Mark framework. Assessments were then reviewed by an awards committee composed of government agencies, donors, and academic, and civil society representatives.
As award bearers, these businesses represent a select group of Albanian accommodations that will be able to bear the Authentic Albania quality mark symbol and benefit from promotion and marketing services provided by the ATA. All Authentic Albania quality mark awards are valid for two years, after which the accommodations must undergo a new assessment to remain in the program.
The Authentic Albania quality mark framework was developed based on the 37 standards of the Global Sustainable Tourism Criteria, a U.N. global initiative to support sustainable tourism, and similar programs supported by USAID in Croatia, Bulgaria, and most recently in Macedonia.
“The Authentic Albania Quality Mark will become an important marketing tool for new and expanding businesses in the tourism sector as a mark of quality and customer service,” said Matilda Naco of the Albanian Tourism Association earlier. “And while it directly benefits businesses, it will also serve as a guide for visitors to have the best possible experience in Albania.”
Latest tourism ministry data published on the 2007-2013 tourism strategy show Albania had 627 hotels with a capacity of 22,743 beds and 908 other tourist accommodation units with another 33,943 beds back in 2007.
Unlike other countries in the region, Albania lacks a rating system that many travelers can rely on to plan accommodations and travel itineraries, says USAID. Hotels and accommodations will be evaluated based on the Global Sustainable Tourism Criteria and then be awarded a gold, silver, or bronze classification that will be published on travel sites and in brochures and publications for foreign tourists.
Albanian tourism has grown at a significant pace over the last few years, contributing over US$ 2.4 billion in 2009 to the Albanian economy, with expectations to grow by 4% in 2011 — based on statistics from the World Travel and Tourism Council. Over 200,000 Albanians are involved in tourism businesses and this number is expected to grow in 2010-11, despite the effects of the global crisis on the travel and tourism industry.
Tourism revenues during 2010 dropped by 75 million euros compared to 2009, figures proving Albania’s most promising future industry did not manage to escape the crisis effects despite a significant rise in visitors. The latest data published by the Bank of Albania show travel revenues during the whole of 2010 fell to 1.22 billion euros, down from 1.3 billion euros in 2009 which is the highest level registered since the central bank started reporting in 2004.