Background:
Tourism Development International was appointed under the MDG Joint Programme to prepare a Cultural Marketing Strategy and Action Plan for that country. In undertaking this assignment, TDI drew on the very rich and diverse cultural heritage of Albania's seven past civilisations (including Illyrian, Greek, Roman, Byzantine and Ottoman), UNESCO World Heritage Sites at Butrint, Gjirokastra and Berat, the Ruins of Apollonia and the Antigonea Archaeological Site. A key issues was the low level of awareness of the potential of Albania’s tangible and intangible culture, and how culture can be used as a catalyst for sustainable tourism development.
Project Objectives:
The objective of the project is to provide technical assistance and support to the National Tourism Agency in the Ministry of Tourism, Culture, Youth and Sport. The Cultural Marketing Strategy and Action Plan aimed to make Albania a more attractive destination for cultural tourism and strengthen Albania's image abroad.
Project Activities:
- Assessment of existing product offer
- Market research to identify market potential and new product development opportunities
- Market positioning and marketing planning
- Preparation of short-term Marketing Action Plans
- Institutional strengthening
- Presentations and workshops
Project Outcomes and Impacts:
TDI produced five new Tools for Cultural Marketing (products, activities and events). Along with the cultural marketing action plans, the tools provide a mechanism to heightened awareness of Albanian culture.
Albania has experienced growth in cultural tourism. In 2016, revenues from tourism amount to US$1.7 billion and tourism now accounts for 15% of Albania’s GDP.
Links:
Albania Cultural Tourism Marketing Strategy and Action Plan