puke area tourism action plan 2008

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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

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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

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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).

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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

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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

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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

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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


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


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


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


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


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


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



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


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)


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




4. Nature lovers

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

13. Hunters


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


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






7. Buses




11. Private vehicles 12. Tour buses

13. Hunters


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




4. Nature lovers


6. Lovers of culture (personal business) 7. Buses





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)



4. Nature lovers



7. Buses

8. Medicinal plant experts/gatherers 9. Medical/Health Patients and Visitors



12. Tour buses

13. Hunters


1 — 2 years

50,000 EURO

1

Develop projects for black water canals so

sewage is diverted from local lakes and

waterways




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


2. Relaxation (family tourists) 4. Nature lovers




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 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




4. Nature lovers


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.





7. Buses




12. Tour buses


1 year 0

15

Develop a ‘Citizen Awareness Campaign’

emphasizing the importance of tourism to

the Puke Area




4. Nature lovers


7. Buses


10. Lovers of culture (vacation) 11. Private vehicles

12. Tour buses


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





6 months – 1

year

2,000 EURO

20

Encourage Area artisans to produce unique,

traditional products for sale by local shops

and businesses





7. Buses 10. Lovers of culture (vacation)


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




4. Nature lovers


1 —2 years

10,000 EURO 16

Enhance marketing skills among existing

businesses/markets

5. Visitors of friends and relatives 7. Buses


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


7. Buses


1-2 years 3 – 5,000

EURO 22

Encourage private investors/businesses to

develop a natural health curative centre


6 months 0 7

Encourage the development of appropriate,

financially viable tourism entertainment

facilities and activities, to include a PUB




1 year 5,000 EURO 13

Develop the expertise and organization of

Area tour guides



4. Nature lovers


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


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


TIME FRAME: 1 year EXPENSE: 2,000 EURO


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


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


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



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


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


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


TIME FRAME: 3 months EXPENSE: 0


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



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



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


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


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


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


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


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


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



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


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


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


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


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

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.

A-3

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.

A-4

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.

A-5

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.