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Plani i zhvillimit te turizmit kryevidh komuna

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  • 1. PLANI I ZHVILLIMIT TE TURIZMIT FONDI SHQIPTAR I ZHVILLIMIT EUROPARTNERS DEVELOPMENT K ALBANIAN DEVELOPMENT FUND PLANI I ZHVILLIMIT TE TURIZMIT KOMUNA KRYEVIDH Ky publikim është realizuar në kuadër të projektit FONDI SHQIPTAR I ZHVILLIMIT “Pu “Punët në komunitet III”, financuar nga ALBANIAN DEVELOPMENT FUND Ba Banka e Këshillit të Evropës (CEB) www.albaniandf.orgGrant nga Norway Trust Fund S tudio PATRIGRAF www.xhinapalko@yahoo.com
  • 2. Plani i Zhvillimit Lokal - Komuna Kryevidh 2 K y plan zhvillimi i turizmit per komunen Kryevidh u hartua ne kuader te projektit “Punet me Komunitetin III”, financuar nga Banka per Zhvillim e Keshillit te Europes (CEB) dhe zbatuar nga Fondi Shqiptar i Zhvillimit. Strategjia eshte pergatitur nga Europartner Development, agjensia e kontraktuar per pergatitjen e ketij Plani Zhvillimi te Turizmit nga Fondi Shqiptar i Zhvillimit.
  • 3. 3Tabela e Përmbajtjes1. HYRJA ..................................................................................................... 5 Hyrje mbi Projektin ............................................................................. 5 Qellimi dhe Objektivat e Projektit ........................................................ 6 Zona e Studiuar ................................................................................. 72. PROÇESI I PLANIFIKIMIT, METODOLOGJIA DHE MJETET ..................... 9 Permbajtja e raportit ......................................................................... 103. STRATEGJITE E ZHVILLIMIT TE TURIZMIT ................................................ 11 Vleresimi i raporteve mbi zhvillimin turistik ne Bregdetin Adriatik ......... 11 Profili i Komunes .............................................................................. 134. TURIZMI NE KOMUNEN KRYEVIDH ....................................................... 20 Zhvillimi aktual i turizmit ..................................................................... 205. PRODUKTI TURISTIK NE KOMUNEN KRYEVIDH ..................................... 25 Joshjet dhe Atraksionet ...................................................................... 25 Vezhgim mbi turizmin nderkombetar .................................................. 26 Perspektiva turistike per Komunen Kryevidh ........................................ 30 Çeshtje Strategjike ............................................................................. 316. QELLIMET, VIZIONI DHE STRATEGJIA .................................................... 34 Qellimet e Zhvillimit te turizmit ............................................................ 34 Vizioni mbi Turizmin ............................................................................ 34 Principet Udheheqese ........................................................................ 35 Implikimet Strategjike te Qellimeve dhe Vizionit .................................. 367. STRATEGJIA E TREGUT “NJE FOKUS ME I MIRE” ................................... 39 Objektivat e Tregut .............................................................................. 39 Pozicionimi i Tregut ............................................................................ 40 Fondi Shqiptar i Zhvillimit Segmentimi i Tregut ........................................................................... 408. STRATEGJIA E ZHVILLIMIT TE PRODUKTIT ............................................... 43 Atraksionet ........................................................................................ 43 “Atraksionet e forta” .......................................................................... 45 “Atraksionet e buta” .......................................................................... 48
  • 4. Plani i Zhvillimit Lokal - Komuna Kryevidh 4 9. SIGURIMI I CILESISE .............................................................................. 54 Mjedisi Fizik – Kujdesi dhe Ruajtja ...................................................... 54 Perdorimi i Tokes dhe Planifikimi ......................................................... 54 Vleresimi mbi Kapacitetet Mbajtese. .................................................... 55 Projektet Pilot dhe Eksperiencat .......................................................... 56 Zhvillimi i Burimeve Njerezore. ............................................................ 60 10. MENAXHIMI DHE ORGANIZIMI .......................................................... 61 Menaxhimi ......................................................................................... 61 Menaxhimi i Tranzicionit ..................................................................... 62 Struktura Organizative. ...................................................................... 63 Mbi Zhvillimin e Bregdetit ne zonen e Komunes Kryevidh .................... 65 11. PERMBLEDHJE E PLANIT TE VEPRIMIT ................................................. 67
  • 5. 51. HYRJE1.1. Hyrje mbi projektin.Fondi Shqiptar i Zhvillimit (FSHZH) ka mandatuar kompanine EuroPartners Development tepergatise Planin e Zhvillimit te Turizmit per Komunen Kryevidh. Pergatitja e studimit umundesua nga Projekti “Pune me Komunitetin III”, me financim nga Banka e Zhvillimit teKeshillit te Europes. Qellimi i studimit eshte te asistoje drejtuesit e komunes ne projektimin enje plani zhvillues i cili do te udheheqe zhvillimin e turizmit per vitet 2009-2014. Strategjiado te ndertohet per te asistuar ne sensibilizimin e potencialeve te konsiderueshme perzhvillimin e turizmit duke ofruar nje baze per inkurajimin e investimeve te sektorit publik dheprivat permes promovimit te qendrueshem te zhvillimit bregdetar ne partneritet mepopullsine lokale, autoritetet dhe biznesin.Siperfaqja bregdetare e Komunes se Kryevidhit (e njohur gjithashtu si ekosistemi i Spilles)eshte akoma nje nga asetet me te çmueshme te Detit Adriatik, si nga pikpamja e zhvillimitashtu edhe nga ajo e mjedisit. Duke qene se mbipopullimi dhe ndotja jane te perqendruarane zonat e aferta te Golemit dhe Durresit, ka pak siperfaqe bregdetare te virgjera pergjategjithe Detit Adriatik ne kete zone. Per rrjedhoje, planifikimi i zhvillimit integrues perben çelesine zhvillimit te qendrueshem ne sektoret e turizmit dhe agrikultures, dy shtyllat kryesore nezhvillimin e Komunes se Kryevidhit.Konteksti i brishte social dhe ekonomik ne ekosistemin bregdetar te Spilles si dhe zhvillimikaotik ne zonat fqinje tregojne domosdoshmerine qe situata prezente te vleresohet mekujdes dhe te angazhohen autoritetet e administrates publike dhe komunitetet lokale ne njeperpjekje te ndergjegjshme per nje planifikim strategjik te turizmit i cili merr parasysh efektete meposhtme: · Impaktet socio-ekonomike dhe mjedisore te zhvillimeve aktuale; · Balancimin e kerkesave te zhvillimit per te parandaluar shkaterrimin e resurseve turistike dhe potencialeve per zhvillim ne te ardhmen; · Zbatimi efektiv ligjor per perdorimin e tokes dhe rregullave te ndertimit; dhe · Nevoja per mbrojtjen e resurseve bregdetare te komunes, kritike kjo ne Fondi Shqiptar i Zhvillimit mbeshtetjen e zhvillimit te qendrueshem turistik.Komuna e Kryevidhit e gjen veten ne nje situate te privilegjuar mbasi ka nje nga bregdetetme te bukura dhe me te pazhvilluara te Detit Adriatik. Kombinuar me zhvillimin e turizmit,kjo zone duhet te perfitoje nga eksperiencat e keqija ne rajon dhe nga principet e shendoshate zhvillimit. Se bashku me mjetet metodologjike qe pershkruhen me poshte, materializimi i
  • 6. Plani i Zhvillimit Lokal - Komuna Kryevidh 6 principeve te forta strategjike ne masa praktike dhe te pranueshme nga komuniteti, perfaqeson nje vlere shtese per planin e zhvillimit qe i propozohet komunes. Pergatitja e studimit do aftesoje perfaqesuesit e Komunes se Kryevidhit te reagojne mbi potencialin turistik dhe te jene aktiv ne drejtimin e zhvillimeve, ne partneritet me investitore te sektorit privat. Ky studim duhet gjithashtu te ndihmoje agjencite e fondeve shqiptare dhe internacionale t’i japin prioritet investimeve te tyre ne drejtim te zhvillimit te infrastruktures per rajonin ne fjale. Plani strategjik i prodhuar nuk duhet te kufizoj asesi autoritetet e komunes, por te krijoje nje fleksibilitet veprimi ne varesi te ndryshimit te rrethanave. 1.2. Qellimi dhe objektivat e projektit Objektivi i pergjithshem i projektit eshte te pergatise nje plan strategjik per zhvillimin e turizmit ne Komunen e Kryevidhit. Produkti i projektit do te jete pregatitja e nje plani te zhvillimit turistik i cili do te fokusohet ne: Profilin socio-ekonomik te komunes (pershkrimi i tipareve te pergjithshme te zonen nen studim, si per shembull te dhenat demografike te popullates, te dhenat e ekonomise lokale, gjendjen e mjedisit dhe e aktiviteteve te biznesit si dhe te dhena te tjera). Potencialet turistike, duke i vene theksin veçantive qe ofron mjedisi dhe cilesive te tij ne resurset natyrale dhe trashgimise kulturore. Pershkrimin e tipit te turizmit ekzistues duke shpjeguar se cili tip turizmi aplikohet ne zone dhe te tjera te dhena ekzistuese relevante. Analizen e situates: Bazuar mbi te dhenat e mbledhura, nje Analize SEOT lidhur me zhvillimin e turizmit do te drejtohet ne bashkepunim te ngushte me autoritetet lokale, perfaqesues te komunitetit dhe te biznesit. Planin strategjik te zhvillimit turistik i cili do te adresoje zhvillimin e metejshem te turizmit ne zonen bregdetare te Kryevidhit duke perfshire ketu mundesite turistike qe do te zhvillohen, perfshirjen e grupeve lokale, perfitimet ekonomike, produktet e reja turistike te cilat duhet/ dhe mund te zhvillohen, etj. Planet e veprimit dhe aktoret kryesore qe do perfshihen, kohezgjatja dhe kostoja per secilin prej tyre. Te gjitha planet e mesiperme do te detajohen ne bashkepunim te ngushte me grupet lokale dhe me perfaqesuesit e komunes. Kohezgjatja per Planin e Zhvillimit Turistik te Komunes Kryevidh eshte 5 vjet dhe do startoje ne kohen e miratimit nga autoritetet e komunes.
  • 7. 71.3. Zona e studimitPregatitja e planit do te mbuloje ekosistemin bregdetar te Spilles, te shtrire midis formacionitshkembor te Bardhorit dhe gruke derdhjes se lumit Shkumbin. Kjo zone eshte e gjate 8 kmdhe shoqerohet nga nje rrip shume i dendur pishash dhe formacionesh dunash prej rere.Percaktimi i objektit te studimit eshte nje detyre e rendesishme e cila perfshin zgjedhjen e njezone te mjaftueshme per te perballur te gjitha çeshtjet dhe aktivitetet qe kane nje impakt terendesishem ne zhvillimin e turizmit, por qe jane edhe te nje madhesie te pranueshme pert’u analizuar me detaje te mjaftueshme. Fondi Shqiptar i Zhvillimit Harta Nr. 1 Zona Studimore Legjenda: Plazhi Zone per zhvillim turistik X Pyll natyral X Monument kulture Fshati Spille Dunat Bunkere Laguna Zone agrikulture Plazh rere dhe guricash Keneta Pyll pishash Zbavitje dhe Ekoturizem
  • 8. Plani i Zhvillimit Lokal - Komuna Kryevidh 8 Ne fillim te detyres, u be nje vezhgim i shpejte i zones me qellim analizimin e: · Tipareve fiziografike te fshatrave bregdetare qe do te perfshihen ne planin zhvillues; · Bashkeveprimeve ekonomike/mjedisore, te rendesishme per jetesen e popullates bregdetare; Duke marre parasysh vendet me potencialet me te konsiderueshme turistike dhe kohezgjatjen pese vjeçare te planit, konsulentet sugjerojne qe zona e studimit te perfshije: · Vijen bregdetare te Spillese me fokusim te veçante mbi plazhin e Spillese, i cili eshte 8 km i gjate dhe perafersisht 30-40 m i gjere siç tregohet edhe ne Harten N. 1. · Rripin shoqerues te pishave, i cili eshte pjesa me e rendesishme e ekosistemit. · Keshjellen e Bashtoves, e cila perfaqeson nje vend magnetik te trashegimise kulturore qe mund te perdoret me sukses per qellime turistike.
  • 9. 92. PROÇESI I PLANIFIKIMIT METODOL ODOLOGJIA DHE METODOLOGJIAEuroPartners Development mori persiper pergatitjen e planit te zhvillimit turistik per komunenduke bere: · Nje njohje te detajuar fillestare te detyres se studimit nga perfaqesuesit e FSHZH-se; · Kerkim te detajuar nga keshilluesit me qellim rishikimin e dokumentave relevant, te dhenave dhe materialeve te publikuara; · Nje kqyrje fillestare ne terren dhe nje survejim i detajuar te terrenit ne menyre qe te evidentohen potencialet e zhvillimit turistik; · Takime me autoritete lokale si Kryetari i Komunes, Zv. kryetari, pergjegjesi i Zyres se Urbanistikes, kryetari i Keshillit te Komunes, dhe gjithashtu perfaqesues nga Ministria e Turizmit, Kultures dhe Sporteve, Ministria e Puneve Publike dhe Planifikimit Territorial, etj; · Konsultime u mbajten gjithashtu me nje perfaqesi te gjere aktoresh, perfshire perfaqesues te komunitetit, te OJF-ve dhe operatoret e biznesit turistik.Qellimi i ketyre takimeve dhe konsultimeve kishte per baze mbledhjen e informacionit sa mete detajuar rreth profilit socio-ekonomik te komunes, sektoreve me potencial ekonomik,zhvillimeve aktuale turistike, planit urban, kerkesave te infrastruktures, etj.Plus ketij informacioni, nje vleresim i ambientit te brendshem dhe te jashtem qe ndikon nezhvillimin e turizmit permes mbledhjes se mendimeve nga faktoret e brendshem dhe tejashtem te Komunes Kryevidh qe kane te bejne me te ardhmen e zhvillimit. Konturiorganizues per udheheqjen e nje vleresimi te tille ishte Analiza SEOT.Konsulenti, i mbeshtetur nga perfaqesuesit e FSHZH-se, kreu nje vleresim te shpejte te zonennen studim me qellim qe te: Fondi Shqiptar i Zhvillimit · hetoje, identifikoje dhe vleresoj aktivitetet turistike ne zone; · rekomandoje motodologjine dhe mjetet per pergatitjen e studimit.
  • 10. Plani i Zhvillimit Lokal - Komuna Kryevidh 10 Nga vleresimi, u vune re keto probleme: · Mungese infrastrukture dhe standarte te varfera sanitare. Rruget kryesore qe lidhin komunen me rrugen nacionale jane ne kushte shume te keqija dhe jo te pershtatshme per qellime turistike. · Mungese planifikimi urban dhe zona funksionale. · Toke e ruajtur relativisht mire, resurse natyrore dhe pamje te çmuara pergjate zones bregdetare te Spillese dhe fshatit Greth. 2.1 Permbajtja e Raportit Raporti fillon me nje vleresim te strategjive te zhvillimit turistik te pergatitur gjate dhjete viteve te fundit per zhvillimin e turizmit ne Shqiperi brenda konteksit nacional. Kapitulli 4 prezanton nje shqyrtim te performances se turizmit ne Komunen e Kryevidhit ne vitet e fundit. Kapitulli 5 vlereson produktin aktual turistik- atraktivitetin e tij, konkurencen, pikat e forta dhe te dobeta. Kapitulli 6 parashtron nje vision per turizmin ne zonen e Kryevidhit pergjate kater viteve te ardhshme. Rekomandon strategjite thelbesore per t’u ndjekut ne menyre qe te arrihen potencialet e sektorit. Kapitulli 7 deri ne 10 parashtrojne rekomandimet per implementimin e strategjive te marketingut, zhvullimit te produktit, mjedisit, resurseve humane dhe organizimit per te aftesuar industrine ne arritjen e potencialit.
  • 11. 11 STRATEGJITE3. STRATEGJITE E ZHVILLIMIT TE TURIZMIT3.1 Vleresimi i Raporteve mbi zhvillimin e turizmit ne bregdetin AdriatikSi pjese e analizes te pergjithshme te ketij kapitulli, kater raporte zhvillimi turistik u analizuan.Nje permbledhje e shkurter e tyre paraqitet me poshte:3.1.1. Strategjia e Zhvillimit te Turizmit ne Shqiperi per vitet 2002-2012Ky studim i pergatitur nga Ministria e Rregullimit te Territorit dhe Turizmit me mbeshtetjenteknike dhe financiare te GTZ, perfaqeson nje master plan te pergjithshem per zhvillimin eturizmit ne Shqiperi. Strategjia kishte per qellim: · Te ndertonte 50 hotele dhe te krijonte 10000 shtreter te rinj turistik mbi bregdetin Adriatik deri ne fund te 2012-tes. · Te rriste “dhomat private” me 34%, hotelet me 1 dhe 2 yje me 15%, ato me 3 yje 25%, 4 yje 20 % dhe hotelet me 5 yje me 6 %. · Te rriste prurjen e turizmit te huaj ne kohe afatgjate me 50 % per shfrytezimin e diellit dhe te reres, 25% per biznes dhe 25% per turizem konvencional. · 40 % e te huajve do te jene nga vendet e Evropes Perendimore, kryesisht nga Gjermania, Britania, dhe Skandinavia, 30 % nga vendet e Evropes Jugore (Greqia, Maqedonia, Kosova) dhe 20 % nga Polonia dhe Rusia. Orientimet kryesore strategjike lidhen me: · Konkurentet, Kroacia, Mali i Zi, Bullgaria, Greqia, Qipro dhe Turqia. · Fokusi nderkombetar eshte te kapitalizoje mbi “niche market” me fokus tek Fondi Shqiptar i Zhvillimit turizmi i plazhit me diell dhe rere ne kohe afatgjate. · Familjet e orientuar drejt çmimit nga 28 deri ne 45 vjeç me femije dhe çifte te reja. · Pozicionimi: “Shqiperia njihet si nje destinacion i ri interesant turistik ne Detin Mesdhe me vlere persa i perket çmimeve qe ofron”
  • 12. Plani i Zhvillimit Lokal - Komuna Kryevidh 12 Me specifikisht, ne lidhje me zhvillimin e turizmit rajonal dhe akomodimit per turizmin e plazhit dhe te diellit, per zonen e Spillese eshte planifikuar ndertimi i hoteleve te plazhit, ne kategorine me tre dhe kater yje me nje hapesire te gjere midis tyre. 3.1.2. Strategjia Sektoriale e Turizmit per vitet 2007-2013 Ky dokument u pergatit ne perputhje me objektivat e Qeverise Shqiptare per koordinimin e strategjive te sektoreve te ndryshme te ekonomise. Ka gjithashtu per qellim te permirsoje rezultatin e strategjise se siperpermendur dhe koordinimin e saj me Strategjine dhe Planin e Veprimit per zhvillimin e Turizmit Natyror dhe Mjedisor, te pergatitur nga UNDP . Nje nga objektivat kryesore te kesaj strategjie eshte te arrije nje ekuiliber gjeografik ne shperndarjen e aktiviteteve turistike ne te gjithe Shqiperine. Ne lidhje me zhvillimin e turizmit pergjate Detit Adriatik, strategjia tregon qe zhvillimi duhet te kontrollohet rreptesisht, ne perputhje me platformen legale ekzistuese. Meqenese terreni eshte i sheshte rekomandohet ndertimi i risorteve te vogla hotelesh dhe fshatrat turistik do te nderthuren me mjedisin rrethues. Tipe te tjera zhvillimi mund te jene ndertimet e vendeve te kampimit dhe karavanet se bashku me aktivitetet ujore. Strategjia thekson nevojen e balancimit te turizmit lokal me ate nderkombetar dhe kerkon ruajtjen e stilit arkitektonik lokal duke perdorur materiale te vendit. Kapacitetet mbajtese te sugjestionuara per zonen e Bregdetit Adriatik jane 100 turiste/ha. 3.1.3 Plani Menaxhues i Zones Bregdetare – Rajoni Durres – Vlore Ky raport mbulon pjesen qendrore te bregdetit Shqiptar i cili shtrihet midis lumit Ishem dhe Lagunes se Orikumit. Te gjitha propozimet e planit u vleresuan permes kritereve te meposhtme: · Mbrojtja e Mjedisit dhe e Biodiversitetit · Turizmi, Konservimi dhe Trashegimia Kulturore · Ndertimi i Kapaciteteve Institucionale Raporti e klasifikon Plazhin e Spillese si nje nga me atraktivet e bregdetit Shqiptar per zhvillimin e kapaciteteve te akomodimit turistik te tipit te perqendruar (Tipi A). Perfshin stabilizimet turistike, hotelet dhe paisjet e sherbimeve dhe te sporteve. Kjo zone pritet te zhvillohet nga investitore te medhenj te huaj, te cilet do te financojne establishmentet turistike te paijsura keto me infrastrukturen e nevojshme.
  • 13. 133.1.4. Zhvillimi Potencial i Turizmit ne Shqiperi: Aspekte Mjedisore dhe InstitucionaleKy studim analizon tipet e mundshme te zhvillimit turistik dhe masat specifike te mbrojtjes pervendet pergjate Detit Adriatik dhe atij te Jonit. Persa i perket zones se Spillese, studiminenvizon asetet natyrore dhe kulturore dhe keshillon mos lejimin e asnje infrastruktureturistike ne kete zone.3.2. Profili i Komunes3.2.1. KlimaNe pergjithesi, klima e Shqiperise eshte mesdhetare me disa nentipe rajonale (ultesira, kodrate vogla dhe male te larta). Nga ana klimaterike, rajoni i Kryevidhit i perket ultesirave teShqiperise Perendimore, apo Ultesires Bregdetare. Shirat vjetore mesatare ne rajon arrinnivelet nga 950 deri ne 1,200 mm. Numri i diteve me shira me shume se 1 mm varion nga85 deri ne 100 dite. Muaji me i lagesht eshte Nentori (160 mm), ndersa muajt me te thatejane Korriku dhe Gushti (40-42 mm). Bora eshte nje fenomen i rralle. Perrenjte jane teshkurter dhe shpesh te perkoshem. Derdhja e tyre eshte 15-20 l/sek.Nje pjese e tyre thahenpergjate veres. Banoret e zones i perdorin ato, megjithese nuk i plotesojne ne menyre tekenaqshme nevojat e tyre. Shume nga banoret per kete arsye kane hapur puse aferrezidencave te tyre, thellesia e te cileve eshte 6-10m. Te dhenat mujore dhe vjetore flasin pernje numer te konsiderueshem oresh te diteve me diell te panderprere ne kete zone, qefurnizon gjithe vitin me 2,092 keh per nje meter katror.Temperatura mesatare vjetore varion midis 15.5 dhe 16ÚC, minimumi i temperaturesabsolute varion midis -2 dhe -5ÚC vetem per 15-30 dite ne vit. Temperatura mesatare edimrit eshte 9.1ÚC, kurse ajo e veres eshte 23ÚC. Ne saje te influences se detit, dimrat janete lagesht dhe te ngrohte. Veç kesaj, konformiteti i regjimit termal eshte rezultati ivariacioneve te vogla. Ato krijojne kushte te mira per vegjetacionin higrofil dhe larjes neplazhe ne periudhen Maj-Tetor. Periudha vegjetative fillon ditet e para te Marsit dhe zgjat derine ditet e para te Dhjetorit. Kjo gje lehteson rritjen e nje numri te madh te prodhimevebujqesore te ndryshme.Nuk ekziston ndonje ere e veçante qe rreh fshatrat bregdetare te komunes. Ne dimer, erame frekuente fryn nga juglindja, kurse ne sezonin veror, era me e shpeshte fryn nga drejtimi Fondi Shqiptar i Zhvillimitveri-perendimor. Shpejtesia e eres ne dimer varion midis 1.6 dhe 5.7 m/s, muaji me meshume ere eshte Shkurti.
  • 14. Plani i Zhvillimit Lokal - Komuna Kryevidh 14 3.2.2. Gjeomorfologjia bregdetare Segmenti nga Kepi i Lagjit deri ne Divjake, brenda te cilit eshte shtrire zona e projektit, perfaqeson pjesen me dinamike te Bregdetit Adriatik. Kjo pjese eshte rezultat i transportit sedimentues ne te shkuaren dhe ne te tashmen nga lumi Shkumbin, ekspansionit te ultesires bregdetare drejt detit dhe krijimit te plazheve lymore. Pjeset me dinamike jane sektoret e shtrire ne gojen e lumit ku zonat e erozionit dhe depozitimit jane rrjedhoja e ndryshimit te gojes se lumit. Ne disa zona po formohen laguna te reja, p.sh. Laguna e Kularit ne jug te derdhjes se Shkumbinit, ndersa disa sektore preken nga proçesi i forte i erozionit Nje pjese e Lagji Peninsules eshte nder te vetmit vend me formacion shkembor ne vijen bregdetare Durres-Vlore ku nje recension i lehte eshte ne proçes. 3.2.3. Tokat dhe Bimesia Faktoret gjeologjik, klimaterik dhe bimesia kane percaktuar tipin e tokes ne ekosistemin e Spillese. Impakti human permes bonifikimit ka influencuar gjithashtu ne kete drejtim. Tokat e kafta te hirta lokalizohen ne zonen kodrinore. Kane profil te plote dhe jane te pershtatshme per kultivimin e frutave, perimeve, ullirit dhe vreshtave. Tokat e kafta te hirta te kullotave lokalizohen ne fushat e Spillese dhe Rreth Grethit. Kane profil te plote dhe trashesi te tokes se zeze. Ujerat nentokesore jane te ceketa, keshtu qe kerkojne sistem kanalesh kullues. Tokat lumore lokalizohen pergjate derdhjes se lumit Shkumbin. Ato kane profil te vogel, jane te varfera ne token e zeze dhe kane nevoje per sistemim dhe fertilizues per t’u perdorur per zhvillim agrikulture. Moçalet lokalizohen afer plazhit te Spillese. Nje pjese e tyre jane bonifikuar. Ato kane bimesi te dendur higrofile. Ne afersi te bregdetit te ulet ekzistojne tokat e kripes, te cilat kane 0.2-1 % kripe. Ekosistemi bregdetar i zones ka nje shumellojshmeri te pasur te boteve te egra (flora dhe fauna). Ekzistojne shume biotipe si: shkurre mesdhetare, bimesi higrofile, bimesi bari mbi rere, etj. Me te perhapurat jane keto lloje shkurresh: arbutus unedo, erica aborea, pistacia lentiscus, myrtus communis, spantious janceum. Ekzistojne gjithashtu peme te larta si: fraxinus, quercul ilex, quercus laguinosa, etj. Pyjet e dikurshem jane shkaterruar plotesisht. Ka disa peme pergjate anes se majte te lumit ku me e perhapura eshte marina maritime. Fauna eshte gjithashtu e pasur ne kete zone, megjithese e keqtrajtuar gjate 20 viteve te fundit. Specia me e rendesishme eshte Pelicanus cryptious, i cili gjate dites vjen ne kerkim te ushqimit nga Laguna e Karavastase deri ne derdhje te Shkumbinit. Specie te tjera perfshijne tipe te ndryshem reptilesh, breshkash, zvarranikesh, etj. Shume e pasur eshte gjithashtu bota e shpendeve, per t’u permendur jane: thellezat, laraskat , kukuvajkat e pyllit, qokthat, etj. Megjithate, si rrjedhoje e rritjes se popullates, ndertimit te bunkereve ushtarak dhe rritja e tokes se punuar, biodiversiteti i zones ka pesuar humbje. Disa tipe bimesh rrezikojne zhdukjen. Fauna ne zone eshte gjithashtu nen trysnin e demtimeve te renda. Ka pesuar humbje si pasoje e demtimit te tokave, rritjes se tokes qe punohet, duke perdorur ketu
  • 15. 15pesticide dhe duke kryer gjueti te jashte ligjshme. Nga speciet me te rrezikuara jane: Melesmeles, Lutra lutra, Mustela Nivalis, Lepus europaeous, Sciurus vulgaris, erinaceus europeus,etc.3.2.4. Struktura dhe dinamika e shtimit te popullsiseTerritori administrativ i Komunes Kryevidh shtrihet ne pjesen e siperme te derdhjes seShkumbinit dhe ze nje siperfaqe te pergjithshme rreth 60 km2. Brenda ketij territori,ushtrojne aktivitetin e tyre 10 fshatra, me nje distance mesatare 2.4 km nga njeri-tjetri.Lartesia mesatare nga niveli i detit varion nga 5 m per fshatrat e Spillese dhe Rreth-Grethit,deri ne 10-40 m per Ballaj dhe deri ne 100 m per fshatrat e Kryevidhit, Stebegut, Spaneshitdhe Domenit. Largesia e ketyre fshatrave nga vija detare varion nga 800 m (Spilleja) deri ne1300 m (Spaneshi) dhe deri ne 6500 m (Kryevidhi).Ne nentor 2008, popullata qe jetonte ne kete zone numeronte 8702 banues, prej te cileve4463 ishin meshkuj dhe 4239 femra. Dendesia mesatare e banoreve numeron 144persona/ha. Kjo popullate kryesisht perbehet nga autokton, me shume pak njerez qe vijnenga zonat kodrinore dhe malore. Ritmi i rritjes mesatare te popullates ne komune ne vitet1989-2008 ka qene rreth 1.003 duke demostruar keshtu influksin mekanik te banuesve nezona te tjera dhe jashte vendit.Kjo popullate eshte e shperndare ne 2233 familje, duke pasur nje mesatare 3.89 banuesper familje. Mbas vitit 1990, ritmi i rritjes natyrore mesatare ka qene rreth 91 persona nevit. Persa i perket prurjes se migracionit, mesatarja e personave qe vijne llogaritet te jete rreth396 ne vit, kurse ajo e atyre qe largohen ehste 340.Karakteristika kryesore aktuale e demografise se komunes eshte popullata ne moshe te re sirezultat i fertilitetit dhe ritmeve natyrore te rritjes. Rritja natyrore e kufizuar dhe ne reniekompensohet nga prurjet e imigracionit qe leviz drejt zonave bregdetare nga pjese te tjera tevendit.Ne total, dinamikat e popullates se komunes per 30 vitet e fundit paraqiten ne tabelen emeposhtme: Vitet 1960 1969 1979 1989 2008 Fshatrat M F M F M F M F M F Kryevidh 715 357 956 475 1315 642 1576 747 780 723 Ballaj 367 179 482 232 617 299 2518 1169 455 441 Fondi Shqiptar i Zhvillimit Rreth Greth 588 284 648 295 1216 582 1011 490 481 481 Patk-Milot 374 176 503 314 - - - - 218 202 Zhabjak 589 277 774 358 992 462 - - 718 689 Spanesh 181 93 244 123 281 144 833 392 330 288 Spille 449 226 589 295 393 187 878 427 413 397 Domen 332 149 404 200 889 429 619 303 262 243 Sterberg 516 237 680 317 1349 682 1167 591 516 497 Shardushk 234 121 316 160 - - - - 290 278 Komuna 4345 2099 5596 2669 7052 3427 8602 4119 4463 4239Burimi: Arkivi Qendror Shqiptar: No. 495. Vitet 1945-1989
  • 16. Plani i Zhvillimit Lokal - Komuna Kryevidh 16 Projeksionet e Shtimit te Popullates Ndryshimet ne sistemin politik, perfundimi i privatizimit te tokes dhe ekonomise dhe zhvillimi i pritshem i aktivitetit te turizmit te lene pas dore, priten levizje me dinamike te popullsise ne te ardhmen. Faktoret dhe proçeset e meposhtme kane te ngjare te prekin balancen e popullates se rajonit ne dhjete vitet e ardhshme: a. Resurset natyrore te rralla dhe baza e dobet ekonomike te pjeseve kodrinore te rajonit mund te shkaktojne migracione te metejshme drejt zones bregdetare te rajonit; b. Zhvillimi i turizmit, agrikultures dhe furnizimi me sherbime me te mira do te ofrojne mundesi me te mira per hapjen e vendeve te reja te punes duke terhequr keshtu popullatat nga zonat dhe rajonet perreth si dhe me tutje; c. Integrimi potencial i Shqiperise ne familjen Europiane mund te ndikojne qe nje pjese e emigranteve ekonomik te kthehen me qellim hapjen e bizneseve ne vendin e tyre. d. Ndersa popullata urbane do te vazhdoje te rritet, ritmi i rritjes natyrore do te pesoje nje renie te lehte. Keto faktore “shtytes” dhe “terheqes” qe ndikojne ne levizjet e popullsise dhe ekuilibri i tyre ne rajon priten te kene rrjedhojat e meposhtme: • Marre ne teresi, popullsia e rajonit do rritet me nje ritem me te larte se ajo e rritjes natyrore si pasoje kjo e migracioneve nga zonat e brendshme te Shqiperise. • Ne nje faze me te vonshme, vendbanime me te vogla pergjate zones bregdetare, dhe veçanerisht afer fshatrave te Spillese dhe Grethit, gjithashtu do te rriten. Fuqia terheqese e Komunes Kryevidh eshte paksa e dobet ne kete moment, por pritet te rritet me zhvillimin e turizmit ne zonen e saj bregdetare. Pritet gjithashtu qe nje pjese e popullsise e cila migron nga pjesa spacioze e brendshme kodrinore e komunes dhe nga rajonet rurale te Lushnjes dhe te Fierit do te levizin ne qendra me atraktive kryesisht ne Durres dhe ne Tirane. 3.2.5. Problemet Ekonomike Agrikultura eshte aktiviteti ekonomik kryesor i komunes. Toka e punuar perben rreth 30% te siperfaqes se zones ne total. Duhet pasur parasysh qe infrastruktura vaditese eshte pothuajse e tera e dale jashte funksionit. Aktualisht, megjithese rreth 90% e tokes per agrikulture eshte privatizuar, prodhimi eshte shume i ulet si pasoje e infrastruktures se rrenuar dhe tendences se fermereve per te prodhuar per nevojat e tyre te mbijeteses. Gjate viteve 1990, rajoni kishte baza te forta ne pothuajse te gjitha nensektoret agrikulturor, si ne produktet bujqesore ashtu edhe ne gjene e gjalle.
  • 17. 17Peshkimi nuk ka qene nje faktor i rendesishem per Komunen Kryevidh, megjithese uji i kripuri lagunave ne rajonin e Durresit – Vlores eshte i favorshem per peshkimin cilesor te specieveqe jetojne ne to. Çmimi i peshkut te kapur eshte disi i larte ne tregun italian ku edhe shitetme se tepermi. Kjo tregon qe nese nuk vihet kontroll eficient te menyres dhe sasise sepeshkimit, sasia e peshkut ne teresi dhe riprodhimi i specieve te rralla ne veçanti do terrezikohet. Ekziston gjithashtu nje vend akuakulture per karkaleca (Peneus Japonica) brendaterritorit te komunes, pergjate rruges afer Spillese.Aktivitetet e sherbimit perfaqesojne nje sektor te ri te aktiviteteve ekonomike dhe megjithesenje shenje e re rritje eshte tashme konstatuar, eksperienca akoma mungon. Dyqanet e vogla,baret e vogla dhe aktivitetet tregtare perthithin nje porcion te vogel te te papuneve.Permiresimi i rrjetit rrugor primar dhe sekondar, si dhe nje perdorim me intensiv i kapitalit teinfrastruktures do mundesoje zhvillimin e shume sherbimeve te lidhura me agrikulturen,turizmin dhe aktivitetet e transportit.Turizmi do te jete menyra me e lehte dhe me e shpejte e furnizimit me monedhe te huaj perplanet investuese te komunes. Megjithe resurset natyrore dhe kulturore te medha, ne teresi,te ruajtura dhe potencialisht beneficiale, ardhja e turisteve eshte e kufizuar nga mungesa eakomodimit te pershtatshem, mangesite ne infrastrukture si rrjedhoje dhe e mangesive nekapital. Ne kohet e fundit, plazhi i Spillese eshte shnderruar ne nje vend popullor per plazhdhe ekskursion, qe vizitohet me shume gjate fundjavave verore nga mijera njerez, kryesishtbanues te Kavajes, Elbasanit, Beratit dhe Durresit, qytete te cilat nuk jane me shume se 20-40 km nga kjo zone. Gjate dhjete viteve te fundit, disa establishmente turistike, si hotele tevogla, sherbime baresh dhe restorantesh jane ndertuar. Per shkak te vleres se veçantenatyrore dhe potencialeve mjedisore te kesaj zone, sherbime te tjera akomoduese turistikebrenda brezit te pishave nuk duhen lejuar te ndertohen.3.2.6. Rritja ekonomike ne te ardhmenHapja e vendit me boten e jashtme ka krijuar avantazhe, si pozicioni gjeografik i favorshemne kontekstin europian dhe mesdhetar. Me resurset e saj natyrore te çmuara dhe resurset ekrijuara nga njeriu (bregdet i bukur, toke e pasur, rrjete transporti, trashegimi kulturore) kjozone eshte nga te parat per te perfituar nga levizja e lire e kapitalit, mallrave dhe vizitoreve.Rajoni ne teresi posedon nje numer atributesh te cilat mund te stimulojne oportunitetezhvillimi bazuar ne avantazhet e zones krahasuar me pjesen tjeter te vendit. Ka disaavantazhe te dukshme te cilat duhet te luajne nje rol pozitiv ne te ardhmen: Fondi Shqiptar i Zhvillimit1. Vendndodhja e rajonit midis korridorit kryesor te komunikimit i jep atij nje rol potencialekonomik ne stimulimin e zhvillimit te turizmit dhe agrikultures.2. Me rritjen e kerkeses, toka bujqesore e komunes mund te behet nje zone e rendesishme eprodukteve te cilesise se larte (perime dhe fruta) per proçesin ushqimor si dhe perkonsumimin e tyre nga nje numer ne rritje vizitoresh.3. Rajoni ka nje cilesi unike biodiversiteti e forcuar nga derdhja e afert e Shkumbinit,Lagunes se Karavastase, e cila eshte pjese e Konventes Ramsar, si dhe pylli bregdetar dhenje plazh i gjate, i pandotur, qe ofrojne kushte te shkelqyera per zbavitje, çlodhje, turizemfamiljar.
  • 18. Plani i Zhvillimit Lokal - Komuna Kryevidh 18 Te gjitha keto avantazhe e dallojne Komunen e Kryevidhit si te afte per te mbeshtetur rritjen aktive te dy sektoreve me te rendesishem: turizmit dhe agrikultures. Zona megjithate ka probleme mjedisore te rendesishme sikurse edhe shume implikime infrastrukturore, institucionale dhe socio-ekonomike te cilat duhen shqyrtuar perpara se mundesite te behen realitet. 3.2.7. Sistemet e infrastruktures Pajisja me sherbime te pershtatshme, te mjaftueshme, dhe te qendrueshme infrastrukture eshte nje nga komponentet themelor per çdo zhvillim socio-ekonomik. Kjo nevojshmeri paraprake duhet te shihet ne kontekstin e veçante te zones se Kryevidhit, e ardhmja e se ciles eshte kryesisht e lidhur me zhvillimin e turizmit. Analiza e infrastruktures konsiderohet si kerkese e domosdoshme per kete zhvillim. Ka per qellim te jape pergjigje pyetjes se cila infrastrukture nevojitet (ne afate te shkurtra, mesatare dhe te gjata) siç parashikohet nga prespektiva e zhvillimit te turizmit. Komponenti infrastrukturor perfshin 5 sektoret kryesor te meposhtem: 1. Sektori i transportit, 2. Sektori i ujit, 3. Sektori i pastrimit, 4. Elektriciteti dhe 5. Telekomunikacionet Kompomentet e siperpermendur prezantohen shkurtimisht ne Tabelen 1 te meposhtme: Tabela 1: Te dhenat kryesore lidhur me komponentet e infrastruktures Sektori Nensektori Vleresimi Vleresimi i Perspektiva potencialeve Transporti Rruga Aksesi ne Ne kushte te Projekti i lidhur zone veshtira, por ne direkt me zonen proçes rindertimi. turistike Portet Jo aksese ne Ne portin zone egzistius te Durresit Airoporti Asnje aeroport civil dhe jo e nevojshme per zhvillimin turistik
  • 19. 19 Uji Furnizimi me Nuk ka I kenaqshem dhe Prespektive per te Uje probleme me mund te adresuar çeshtje burimet, por adoptohet per menaxhimi dhe me zhvillimin turistik organizime. menaxhimet dhe ate te pergjithshem socio-ekonomik Uji i Ndotur Ndotja e gjere Situata mund te Sherbime te dhe e keqesohet nga kontrolluara mire pergjithshme nje implementim i qe shkakton fshehte i njesive te probleme trajtimit kolektiv mjedisore Plehrat e Ngurta Plehrat e Hedhje Edukimi dhe vendit kryesisht e kontrolli pakontrolluar Vendi i Pak kosha Ndertimi i tyre Parandalim dhe hedhjes plehrash duhet te kryhet nevoje per qasje se plehrave pergjate sebashku me te rregullt dhe te rruges pa vendet e tjera kontrolluar. degradim te rajonale per madh te shkarkim pamjes mjedisore Elektriciteti I mjaftueshem Mund te kete Disa rreziqe per ne sasine dhe projektime ndertimin dhe cilesine e afatgjate per arritjen e shperndarjes i implementim projekteve. marre nga hidro-centrali i Fierit. Telekomunikacionet Tokesore Nuk ka akses Mundesi teknike Njehere qe te ne zone. per te rritur nise, proçesi i kapacitetet zhvillimit te telekomunikuese infrastruktures ekzistojne nese telekomunikative kerkesa paraqitet. do te shtrihet. Celulare Ka akses te te tre operatoret mobilar Fondi Shqiptar i ZhvillimitBurimi: Vleresimi i Konsulenteve
  • 20. Plani i Zhvillimit Lokal - Komuna Kryevidh 20 KOMUNEN KRYEVIDH 4. TURIZMI NE KOMUNEN KRYEVIDH 4.1 Zhvillimi aktual i turizmit Turizmi ne Komunen e Kryevidhit eshte ne nje faze embrionike, por ka potencialet te planifikohet dhe te formohet per te dhene nje produkt te forte per nevojat turistike ne te ardhmen. Ekzistojne mundesi sinjifikative per zhvillimin e turizmit ne Kryevidh per shkak te resurseve te shkelqyera natyrore dhe kulturore. Ne veçanti zona mund te ndertohet mbi bazen e panoramas bregdetare te pandotur, trashegimise kulturore dhe e banoreve mikprites per te projektuar ne te ardhmen nje imazh kujdesi mjedisor, kulture, eksplorimi dhe aventure si dhe nje imazh mikpritje te ngrohte. 4.1.1. Vizitoret me nete qendrimi dhe nje ditore Fshati i Spillese eshte vendi me i rendesishem turistik i komunes. Pret rreth 95% te te gjithe vizitoreve te komunes. Pergjate vitit 2008, sipas autoriteteve te komunes, Spilleja terhoqi pothuajse 2,200-2,400 vizotor pushues, dhe mbi 50,000 vizitor ditor nga zonat e Kavajes, Elbasanit dhe Durresit. Shifra absolute e llogaritur e vizitoreve qe kalojne naten ne kete zone eshte rritur ne menyre konstante pergjate 4 viteve te fundit, dhe keshtu jane edhe fitimet nga turizmi pushues ne vitet e fundit. Perveç vizitoreve qe kalojne naten, gjate viteve te fundit, fshati i Spillese ka terhequr nje numer te konsiderueshem te vizitoreve ditor – si nga Shqiperia ashtu edhe nga Kosova dhe Maqedonia. Gjiri i Spillese, se bashku me zona te tjera bregdetare kane pasur nje tradite relativisht te gjate si destinacione pushimi per qytetaret e Kavajes, Elbasanit dhe Beratit. Perveç kesaj, vendi i afert i trashegimise boterore, keshtjella e Bashtoves, dhe ajo e Turres mund te kontribojne ne atraksionin e vizitoreve vendas dhe te huaj ne kete zone per nje vizite te shkurter.
  • 21. 21Tabela 2 – Numri i vizitoreve i grupuar sipas kategorive se turisteve. Kategoria e Numri i vizitoreve turisteve Vendas Te huaj Totali Perqindja Ditor 40,000 10,000 95.4 % 50,000 Pushues 2,250 150 5.6 % 2,400 Totali 42,250 10,150 100.0 % 52,400Burimi: Te dhenat e mbledhura nga Zyra e Taksave te Komunes KryevidhNumri me i madh i turisteve qe pushojne per nje kohe te caktuar perbehet nga grupefamiljare, nje pjese e madhe e te cilave vijne nga Elbasani, Kavaja dhe Berati.Numri mesatar i diteve qe nje vizitor qendron ne Spille eshte 14 dite. Tabela e meposhtmetregon ne detaje kohezgjatjen e qendrimit ne dite te turisteve ne hotele apo establishmenteqe ofrojne fjetje dhe mengjesin (B&Bs).Tabela 3 – Kohezgjatja mesatare (ne dite) Kategoria e Format e akomodimit turisteve Hotele B&Bs Totali Ditor 0 0 0 Pushues 14 14 28 Totali 14 14 28Burimi: Te dhenat e mbledhura nga Zyra e Taksave te Komunes Kryevidh Fondi Shqiptar i ZhvillimitRendesia relative e turizmit ne kete zone, mund te shihet nga fakti se nga 61 biznese qejane funksionale ne zonen turistike te komunes, 51 varen nga turizmi. Keto biznese janete lidhura drejtperdrejt me turizmin - akomodimin, restorantet, dhe baret me 10 biznesete tjera ne sektorin ushqimor te cilat jane gjithashtu shume te varura nga kerkesatturistike.
  • 22. Plani i Zhvillimit Lokal - Komuna Kryevidh 22 4.1.2. Profili dhe motivimi i vizitoreve Karakteristikat kryesore te vizitoreve ne Komune · Shumica e vizitoreve jane turiste vendas qe vijne nga qytetet e Kavajes, Elbasanit, Durresit dhe Tiranes; · Nje frekuence e larte e vizitoreve te rregullt; · Pothuajse 95% e tyre udhetojne me makina, pjesa tjeter me mikrobuze te sektorit publik ose privat; · Kohezgjatja mesatare e ndenjes ne Spille varion nga 10-14 nete; · Vizitore te huaj kryesisht vijne nga Kosova dhe Maqedonia ne formen e turisteve ditor. 4.1.3. Profili i vizitoreve nje-ditore Zona ka nje grup besnik vizitoresh frekuent dhe te vazhdueshem kryesisht nga Elbasani, Berati, Kavaja dhe Durresi. Perveç kasaj kategorie, zona terheq banore te Shqiperise etnike nga Kosova dhe Maqedonia dhe vetem pak te huaj perendimor, te cilet duke mos qendruar ne kete zone, kalojne kohen e tyre ditore ne plazhe. Karakteristikat e spikatura te ketij tregu ne Komunen Kryevidh perfshijne: · Kryesisht aktivitetin e banjove te diellit dhe plazhit ne teresi. Frekuenca e vizitave per interesa specifike si p.sh eksplorimi, peshkimi, lundrimi etj, eshte e ulet, perveç “notimit” i cili ndikon ne rreth 95% te tregut; · Shumica vijne me makinat e tyre (95%) me autobuz / mikrobuz 5% respektivisht; · Gati te gjithe vizitoret ditore kalojne 6 deri ne 12 ore ne zone. 4.1.4. Qellimi i vizites Shumica e vizitoreve te zones jane me pushime. Megjithate, bie ne sy qe edhe vizitat tek familjaret apo te afermit luan nje rol domethenes ne percaktimin e tregut. Takimi me shoke dhe te aferm ka nje influence themelore tek njerezit qe vijne ne Kryevidh, shume prej te cileve kombinojne pushimin me vizitat tek familjaret apo shoket e tyre. Ne pergjithesi, dielli dhe deti eshte arsyeja kryesore per te vizituar Spillene, veçanerisht per vizitore vendas dhe te huaj. Trashegimia kulturore dhe natyrore, megjithese mjaft e forte, nuk perben ende nje ndikim relativisht te forte per vizitoret e huaj. Keto tipe atraksionesh perfaqesojne nje faktor te rendesishem ndikimi per segmente te vogla te tregut.
  • 23. 234.1.5. Lloji i formes se akomodimit te perdorurTe gjithe vizitoret qe kalojne naten ne Kryevidh perdorin hotele, shpi bujtese dhe B&Bs. Ketotipe sherbimesh turistike jane te perqendruara ne fshatin Spille dhe ne mjedisin rrethues.Sipas Zyres se Taksave te komunes, ne Spille operojne 26 hotele dhe 12 shpi bujtese dheB&Bs.Table 4: Strukturat akomoduese ne komunen Kryevidh Hotele Shpi bujtese dhe Totali Artikulli B&Bs Nr. Nr. i Nr. Nr. i Nr. i Shtreteve Shtreteve Shtreteve Numri i 26 1,500 12 700 2,200 shtreteve per turisteBurimi: Te dhenat e mbledhura nga Zyra e Taksave te Komunes KryevidhKapaciteti mesatar i akomodimit eshte 30 dhoma per hotel. Te gjitha hotelet jane te vogladhe i perkasin investitoreve shqiptar. Ato nuk kalojne nivelin cilesor te hotelit me 2 yje. Ketofakte nuk japin dot potencialin promovues ne tregun nderkombetar. Siç shihet nga tabela emesiperme, ne Spille ka 12 shpi bujtese qe numerojne 700 shtreter. Keto bujtina nuk janete liçensuara dhe ndertohen zakonisht si prona private duke ofruar praktika turistike tepranueshme. Por kerkesa eshte duke u rritur dukshem per keto tipe akomodimi. Pergjatesezonit veror keto hotele punesojne rreth 114 punetore kryesisht si kamariere, guzhinieredhe bariste.Sektori i akomodimit ne Komunen Kryevidh karakterizohet si me poshte: · Nje numer i vogel dhomash per njesi prone, hotelet kane ne pergjithesi me pak se 20-25 dhoma; · Nje apo dy hotele jane cilesuar si 3* me te tjera te cilesuara me nga 2* ose 1*; · Ka pasur pak zhvillime ne sektorin e hoteleve dhe bujtinave, shume pak prej te cilave ofrojne sherbime çlodhese brenda tyre; Fondi Shqiptar i Zhvillimit · Nje perqendrim kapaciteti ne bregdet, sidomos pergjate plazhit te Spillese; · Keto establishmente jane te varura shume nga vizitoret ditor apo me pak kohe qendrimi dhe keshtu qe modeli i kerkeses eshte shume sezonal.Ndermjet periudhes 2000 dhe 2006 establishmentet akomoduese dhe kapacitetetturistike jane rritur ne menyre konstante. Por niveli i mbushjes se tyre eshte pothuajse100% vetem per periudhen 15 Korrik-15 Gusht. Per dy javet e para te korrikut dhe dyjavet e fundit te Gushtit bie ne 60 perqind.
  • 24. Plani i Zhvillimit Lokal - Komuna Kryevidh 24 Çmimet mesatare per dhome variojne nga 2,200 deri ne 2,500 per person duke perfshire ketu sistemimin dhe ushqimin. Figra 1 gu ura : : Tip 1 Tipeete n te ndrysh d me akom odimi ne Spille 4.1.6. Kenaqesia e vizitoreve Sipas autoriteteve te komunes, niveli i pergjithshem i kenaqshmerise midis vizitoreve ne kete zone eshte pozitiv. Vizitoret çmojne mjedisin e paster dhe plazhin e kristalte, mungesen e mbipopullimit nga vizitore ne plazhe dhe ne zonen rurale. Megjithate, nje numer aspektesh ka sjelle komente negative, sidomos kushtet e keqija te rrugeve, higjena publike, menaxhimi i ndotjeve, mungesa e banjove publike, ndotja e mjedisit, mungesa e aktiviteteve te brendshme, etj.
  • 25. 25 PRODUKTI KOMUNEN KRYEVIDH5. PRODUKTI I TURIZMIT NE KOMUNEN KRYEVIDHNje destinacion turistik perbehet nga pese komponent kryesor:1. Atraksionet – ato aspekte te destinacionit qe ofrojne terheqje dhe motivim per vizitoret;2. Sherbimet – akomodimi dhe furnizimi me ushqime;3. Transporti – si aksesi i zones (arritje ne destinacion) ashtu dhe ai interior (levizja brendadestinacionit);4. Sherbimet - shopingu, mjekimi, informacioni; dhe5. Infrastruktura publike – sistemi mbeshtetes, duke perfshire rruget, parkimin dhe nevojat.Te pese komponentet jane esencial ne operimin e turizmit dhe referohen ne kete raport siprodukte turizmi. Nje deshtim ne secilin prej tyre do rrezikoje cilesine e produktit turistik tepergjithshem dhe do ndikoje ne nje eksperience te pakenaqshme per turistin. Kombinimi idisave ose i te pese komponenteve perdoret per te mbeshtetur aktivitetet turistike.5.1. Joshjet dhe AtraksionetForca e joshjes se nje destinacionit per turistet eshte, me shume se çdo faktor tjeter, e lidhurme cilesine e atraksioneve te tij. Atraksionet jane ato tipare te nje destinacioni, te cilatstimulojne interesin per te vizituar nje zone dhe ofrojne elementet qe i japin nje imazh tecaktuar destinacionit. Atraksionet perbejne shtysen esenciale te vizitorit ne zgjedhjen e njedestinacioni dhe jane gjithashtu njesia matese ne vleresimin e sodisfaksionit qe te jep vizita enje destinacioni. Ne pergjithesi, kerkesat per komponentet e tjere te udhetimit (transporti,akomodimi, ushqimi, sherbimet, dhe infrastruktura) rrjedh nga stimuli origjinal qe vjen ngainteresi per te vizituar atraksionet.Ne kete pjese rendesi te veçante i jepet atraksioneve te destinacionit se komunes Kryevidhnen tre kategori te gjera: Fondi Shqiptar i Zhvillimit · Atraksionet natyrore · Atraksionet kulturore · Atraksionet e krijuara nga dora e njeriut
  • 26. Plani i Zhvillimit Lokal - Komuna Kryevidh 26 Tabela 5 Atraksionet kryesore turistike ne zonen e Kryevidhit 5: Vleresimi : 5 = I shkelqyeshem.... 1 = Shume i varfer Vleresimi Komentet ___________________________________________________________________________ Atraksionet Natyrore Panorama/Bukuria Natyrore 4 Atraksion primar, joshje e larte, Vija bregdetare dhe Plazhet & unike Deti 4 Kenaqesi e madhe vizuale, komoditet i kufizuar Fauna dhe Flora 4 Potencial i mire ne praktikimin e interesit te veçante ______________________________________________________________________________ Atraksionet kulturore Arkeologjia 4 Avantazh konkurues potencial Historia 3 Potencial i pashfrytezuar Muzika/Punimet me dore 1 Momentalisht shume te kufizuara Interpretimi dhe Prezantimi 1 I varfer per konkurence _____________________________________________________________________________ Atraksionet e krijuara nga njeriu Zonat urbane 2 Ne nevoje te modernizimit te metejshem Zbavitja/Çlodhja 1 Furnizim i mire per tregun vendas Agroturizem 3 Ne shkalle te vogel & ne zhvillim e siper ___________________________________________________________________________ Burimi: Vleresimi i Konsulentit Perveç atraksioneve te mesiperme, ka pasur nje zhvillim mikprites te nje sere iniciativash turistike rurale dhe bregdetare per te kapitalizuar interesin ne rritje te aktiviteteve ne natyre dhe te gjurmimeve kulturore. Me mbeshtetjen e remitancave nga emigrantet shqiptar, me shume se 2,000,000 Euro eshte investuar ne 122 biznese gjate dhjete viteve te fundit. 5.2. KONCEPTIMI I TURIZMIT NDERKOMBETAR 5.2.1. Kerkesa e udhetimeve globale Turizmi, me gjithe telekomunikacionet dhe teknologjine e informacionit, eshte nje nga tre “super sherbimet” qe do te nxise rritjen ekonomike ne shekullin 21. Udhetimet dhe turizmi llogariten te kene zene 11.5% te GDP-se globale dhe 11.1% te punesimit global ne vitin. Industria globale e udhetimit dhe e turizmit pritet te vazhdoje rritjen edhe me tej ne shekullin 21, sipas kerkimeve shkencore ne Turizem: 2020 Vision, (Eorld Tourism Organisation, 1997). Megjithese ka perceptime rreziqesh dhe kufizimesh, ekspansioni i perjetuar ne vitet e
  • 27. 27fundit pritet te vazhdoje, megjithese me nje ritem me te vogel. Parashikohet qe 1.6 miliardturiste do te vizitojne vende te huaj pergjate nje viti ne 2020, duke shpenzuar nje total prej$2trilion US ne vit ose $5 miliard US ne dite. Ne llogaritjet e turizmit internacional, kjoperfaqeson me shume se tre here te 595m te llogaritura per vitin 1996 and ne shpenzimeafersisht pese fishin e $425 miliardeve shpenzuar ate vit.Globalisht pritet qe: · Tendenca per udhetime te gjata do vazhdoje te rritet shume me shpejte se udhetimet ne distanca te vogla/mesatare · Kjo pritet te jete me e dukshme ne tregjet qe origjinojne nga Evropa; dhe, · Nje renie ne ritmin e rritjes me e ulet se +5% p.v. ne udhetimet intra- Europiane te distancave te vogla dhe mesatare eshte parashikuar.5.2.2. Tendencat ne kerkesat per turizmin5.2.2.1. Tendencat e konsumatoreveTurizmi nderkombetar dhe tregjet e tij po perballen me ndryshime te paprecedent teshkaktuara nga levizjet demografike, ndryshimet ne stilin e jetes dhe zhvillimet e shpejta neteknologji. Sjelljet e klienteve jane duke u formuar nga edukimi dhe eksperienca, meimplikime te medha strategjike per destinacionet turistike.Disa karakteristika te klientit te neserm theksojne pritshmerite e tij ne lidhje me turizmin: · Njerezit jane duke bere udhetime me te shpeshta per nje kohe me te shkurter. Pushimet kryesore jane duke u kthyer ne nje koncept te merzitshem per shume kliente, me shtimin e e pushimeve te shkurtra dhe udhetimeve me interes te veçante.; · Klientet jane duke u bere me te sofistikuar, me te ditur dhe me me eksperience udhetimi, dhe ata kerkojne standarte te larta gjithnje e ne rritje; · Ata jane me te pjekur dhe me elokuent, me aktiv fizikisht dhe psikologjikisht, dhe kerkojne nje game me te gjere te eksperiencave te orientuara drejt aktiviteteve te ndryshme. Aktivitetet dhe interesat percaktojne gjithnje e me shume zgjedhjen e tyre te destinacioneve, dhe kultivojne nje klientelizem besnik kundrejt atyre qe ofrojne aktivitetet e tyre te preferuara ne nje menyre Fondi Shqiptar i Zhvillimit konstante, krijuese dhe te nje cilesie te larte; · Ata jane me te vetedijshem ne nje bote gjithnje e me shume stresuese, preferojne mjedise te qeta dhe kerkojne perdorim sa me eficient te kohes se tyre te argetimit. · Ata vleresojne mesimin dhe permiresimin e vlerave individuale. Ata jane te shkolluar me mire, me vezhgues, dhe kerkojne eksperienca plotesuese pertej relaksimit te thjeshte. · Ata duan te marrin pjese ne mjedisin e tyre te pushimeve, te mesojne aftesi te reja dhe te bashkveprojne me komunitetet dhe kulturat e destinacioneve te tyre;
  • 28. Plani i Zhvillimit Lokal - Komuna Kryevidh 28 · Ata kerkojne pushime qe kane nje impakt te ulet si ne mjedisin fizik ashtu edhe ne ate kulturor. Sistemet eko-perfaqsuese, si p.sh. Eorld Travel and Tourism Council’s (ETTC) “Green Globe”, jane duke ndikuar ne zgjedhjen e destinacioneve, dhe programet “eko-te sjellshme” jane joshes per nje segment ne rritje te tregut; dhe · Ato kerkojne gjithnje e me shume per nje perdorim me te mire te monedhes, krijimin e strukturave transparente te kostos dhe bejne ne kete menyre vleresime krahasuese mbi nje baze me globale. Ato kerkojne menu te qarta te opsioneve te pushimeve dhe te çmimeve te tyre, por edhe me sherbimet shoqeruese qe bejne te mundur kete gje. Ato jane perdorues shume te mire te teknologjise se informacionit dhe kerkojne informacion te menjehershem dhe sherbime rezervimi interaktive. Ne shume raste, turistet jane duke kerkuar me shume “permbajtje” tek pushimet e tyre dhe kjo reflektohet me nje numer tendencash. · Aktivitetet kulturore jane duke u shnderruar gjithmone e me shume ne nje atraksion te rendesishem pushimesh, shpesh si nje faktor “shtese”. “Kultura dhe Trashegimia”, te dyja si pjese e nje imazhi te pergjithshem dhe permes produkteve/eventeve specifike, jane duke u promovuar gjithnje e me shume nga te gjitha destinacionet (p.sh., Spanja eshte nje rast i mire studimi). Kjo reflekton theksin ne rritje qe i vihet atraksionit te turisteve te nje klasi te larte. “Kultura dhe Trashegimia” mbulon nje shumellojshmeri produktesh me nivel te konsiderueshem specializimi dhe zhvillimi inovativ. Nje zhvillim i tille perfshin “ngjarje tematike”, veçanerisht ne kohen jo-sezonale, dhe “dinamizem” atraksionesh te cilat evidentojne produktin per te inkurajuar vizita te njepasnjeshme. · Vazhdimi i rritjes ne tregun e aktiviteteve sportive konkuruese. Ndersa tregu i specializuar ne teresi eshte i vogel, kombinimet e aktiviteteve te ndryshme si perzierja e sporteve me evente speciale, gjurmime kulturore dhe ushqime te pasura, jane duke u bere gjithnje e me popullore. 5.2.2.2 Tendencat e produktit turistik Tendencat kryesore te produkteve evidentojne keto modele: · “turizmi i gjelber”: frekuenca ne rritje e atraksioneve natyrore dhe aktiviteteve; · produkte “aventurash te buta” ku sfida dhe aktiviteti kombinohen me komoditetin; · fokusimi ne menaxhimin mjedisor; · interpretimi dhe prezantimi i historise dhe kultures; · zhvillime autentike ne shkalle te ulet qe lejojne bashkeveprimin me popullaten vendase;
  • 29. 29 · rezorte multi-sherbimi qe perballojne nevojat e ndryshme te segmenteve te tregut dhe ofrojne komoditet dhe eficience per segmentet me “kohe-te paket”; · evente speciale qe perfshine festivale perdoren si motivues udhetimesh; · theksin ne shperndarjen e sherbimit cilesor te vazhdueshem, dhe nje lulezim te produkteve me emer; · rendesia ne rritje e “atraksioneve” apo “motivuesve” ne zgjedhjen e destinacionit nenkupton qe nese nje zone te qendroje konkuruese, duhet te paraqese “arsyet per t’a vizituar” te cilat i pershtaten interesave dhe aktiviteteve te vizitorit potencial; · tregu i pushimeve, si ai i jashtem apo vendas, nuk mund te trajtohet me si nje treg homogjen, por ka nevoje te adresohet ne nje menyre segmentuese; · cilesia dhe vlera per lekun ka nevoje per riforcim te vazhdueshem nga standarte te mira fizike, operacionale dhe sherbimi qe arrihen permes investimit te vazhdueshem ne industri, sherbime dhe personel;Segmentet e lindura me domethenese jane te percaktuara si: · “tregu i çrregullt”, qe reflekton plakjen e popullates ne boten e zhvilluar dhe qe prodhon nje numer dhe porcion ne rritje te popullates qe ka kohe me te madhe dhe resurset e duhura per te udhetuar; · “segmente te tregut me nje interes te veçante” per te cilet zgjedhja e destinacionit eshte e percaktuar gjithnje e me shume nga interesi dhe/ ose aktiviteti qe turistet duan te ndjekin. “arsyeja per te vizituar” eshte duke u bere akoma me e rendesishme si nje faktor motivues per udhetim. Ketu perfshihet pjesmarrja ne aktivitete sportive sebashku me aktivitetet kulturore dhe zbavitese si dhe eventet e veçanta; · “segment udhetimi per plotesim individual” i cili perfaqeson nje numer ne rritje te njerezve te cilet udhetojne per te pasuruar jetet e tyre permes plotesimit intelektual dhe fizik. Udhetimet per arsye edukimi, si permes programeve te edukimit formal ashtu edhe atyre informuese informale se bashku me shendetin fizik evidentohen si motivues te forte per udhetime. · “udhetim aventure”, si te aventurave te buta ashtu edhe ekspeditave me sfiduese, jan duke u kerkuar me shume duke reflektuar ne kete menyre deshiren e njerezve per te perjetuar arritje.Nje aspekt themelor i çdo segmentimi te tregut eshte ndergjegja mjedisore ne rritje tekudhetuesit. Ndersa ka nje segment te tregut qe mund te identifikohet si “i gjelber”, ato jane Fondi Shqiptar i Zhvillimitrelativisht te vogla ne numer dhe kane kerkesa specifike destinacioni dhe udhetimi.Sidoqofte, ne nje shkalle me te gjere shumica e segmenteve, sido te percaktuara, jane dukeshfaqur nje interes ne rritje per mjedisin. Kjo duket ne pozicionimin e tregut, atraksionevedhe mesazheve qe destinacionet, furnizuesit e produkteve, dhe distributoret jane dukeadoptuar ne nje treg te forte konkurues. Ky profil i ndryshem klientelist perfaqeson tre sfidate nje rendesie kritike per industrine e udhetimeve dhe pushimeve:
  • 30. Plani i Zhvillimit Lokal - Komuna Kryevidh 30 · Si te komunikohet efektivisht gama e produkteve, atraksioneve dhe eksperiencave te destinacionit; · Si te zhvillohet nje produkt inovativ, fleksibel i pershtatshem per nevojat e klientit; dhe, · Si te arrihet shperndarja efektive e nje produkti qe duhet te plotesoje nje game te gjere kerkesash individuale. Keto tendenca dhe sfida kerkojne nje pergjigje strategjike qe e kenaq kete model ndryshues kerkesash nga ana e konsumatoreve. Turizmi po ofron gjithnje e me shume akomodime fleksible qe lejojne klientet te organizojne pushimet e tyre. Tipikisht po segmentohet produkti turistik dhe çmimi ne menyre qe te permbushen sa me mire nevojat e nje game te gjere klientesh. Per shembull, hotelet jane duke krijuar evente “tematike”, ku motivimi primar eshte ndjekja e aktivitetit apo interesit. 5.2.3. E ardhmja e turizmit ne komunen Kryevidh Turizmi ne Spille ka perjetuar nje periudhe rritje te konsiderueshme gjate gjashte viteve te fundit. Kjo ka rezultuar ne nje popullarizim ne rritje te destinacionit si shkak i njohjes ne rritje te zones dhe permiresimit te dukshem ne çmimet e aksesit dhe shtrirjes se hoteleve dhe sherbimeve ushqimore. Me tej aksesi ne zone i cili eshte bere me konkurues pritet te vazhdoje shtrirjen ne kontekstin e rrugeve dhe kapaciteteve. Strategjia e tregut e perqendruar drejt nje game te gjere segmentesh te interesave speciale parashikon motivimin e nje numri me te madh vizitoresh ne zone. Llogaritjet me optimiste do tregonin qe trafiku i vizitoreve te huaj do vazhdoje te rritet me nje ritem jo me pak se +5% ne vit pergjate pese viteve te ardhshme. Brenda totalit disa tregje burimesh dhe segmentesh priten te performojne me mire dhe te rriten me shpejtesi me te madhe se ritmi ne total. Ne afate te shkurtra dhe te mesme prespektivat me te mira te tregut priten te vine nga: · Britania e Madhe: kryesisht per pushime te shkurtra dhe udhetime te interesit te veçante; · Evropa Qendrore: pritet rikthimi i rritjes se turisteve nga Gjermania dhe Franca ndersa vendet Nordike perfaqesojne oportunitete te mira ne te ardhmen. Niveli i vizitoreve ne te ardhmen do te varet nga respekti dhe mbrojtja e mjedisit si dhe nga numri i pergjithshem i vizitoreve ne tere zonen e Durresit ashtu edhe ne te gjithe Shqiperine. Problemi i vetem mbetet aksesibiliteti i mjaftueshem dhe i pershtatshem i akomodimit te vizitoreve dhe sherbimeve te tjera turistike.
  • 31. 315.3. Faktoret qe ndikojne ne te ardhmen e turizmit ne komunePerformanca e turizmit brenda komunes do te percaktohet gjeresisht nga nje numerfaktoresh te jashtem dhe te brendshem. Faktoret e jashtem do te kene impakt neperformance, dhe jane pothuajse jashte kontrollit te Keshillit te Komunes dhe industria nezone perfshin: · Nje nivel te rritur popullariteti dhe kerkese jashte zones se Kryevidhit; · Kerkesen per pushime apo vizita ditore brenda gjirit te Durresit qe reflektojne kushtet ekonomike te lidhura ngushte me modelet socio-demografike dhe stilin e jeteses.Faktoret e brendshem, sidoqofte, jane ato mbi te cilat autoritetet lokale kane kontroll.Faktoret me te mundshem per te pasur nje impakt ne zhvillimin e turizmit do te jene: · Aftesia e zones te joshe segmente te ndryshme tregu duke ofruar atraksione te pershtatshme, akomodime dhe sherbime ne menyre qe te konkuroje efektivisht me destinacione te tjera; · Aftesia konkuruese e zones ne term te cilesise dhe te çmimit te produkteve qe i ofrohet vizitorit; · Efektiviteti i marketingut ne terheqjen e vizitoreve ne zone; dhe · Konceptimi i drejte i nevojave te veçanta ne gjetjen e prespektivave me te mira per rritjen ne teresi.5.4. Çeshtjet strategjike5.4.1 Pikat e forta, Pikat e dobeta, Rreziqet dhe Mundesite e Spillese si nje destinacion turistik.Te mbeshtetur nga perfaqsues te FSHZH-se dhe te kryetarit te Komunes Kryevidh konsulentetkryen nje analize te fuqive, dobesive, mundesive, dhe rreziqeve (Analize SEOT) te turizmitekzistues dhe potencial te zones. Nje analize e tille ka krijuar nje kornize per produktin qeduhet te zhvillohet dhe veprimet qe do te ndermerren. Kjo analize tregohet ne Shtojcen 1.Ne permbledhje analiza SEOT demostron qe: Fondi Shqiptar i Zhvillimit · Komuna Kryevidh, veçanerisht zona e Spillese ka nje liste domethenese pikash te forta ne vijen bregdetare te saj, panoramen, trashegimine kulturore, njerez mikprites dhe karakter relativisht te paster; · Ekzistojne, sidoqofte, shume pika te dobeta si gjendja e mjere e infrastruktures, mungesa e standarteve sanitare, mungesa e trajnimit te fuqise punetore dhe sherbime te varfra turistike qe mund te frenojne zhvillimin e nje industrie te sofistikuar turizmi per shume vite me rradhe.
  • 32. Plani i Zhvillimit Lokal - Komuna Kryevidh 32 · Megjithate, mundesite per zhvillimin e tipeve te caktuara te produkteve turistike ne kete zone, pa anashkaluar rreziqet me te cilat perballet zhvillimi i turizmit ne Spille, jane te konsiderueshme. Duke u nisur nga niveli i ulet i bazes turistike ne kete moment, ritmi fillestar i rritjes mund te mos jete substancial por fitimet potenciale mund te jene te medha ne kohe afatgjate. 5.5. Oportunitetet e tregut dhe sfidat Forca e tanishme pozicionale ne treg e kesaj zone eshte kryesisht brenda tregut vendas, ku tradicionalisht ka terhequr kryesisht pushues dhe vizitore ditor. Megjithate, mbipopullimi i establishmenteve turistike ne zonen e afert te Golemit nenkupton qe ka nje nevoje te madhe per resorte dhe resurse plazhi te pandotura, ndersa konkurenca per atraktimin e vizitoreve eshte duke u rritur me perhapjen e mundesive te opsioneve pushuese pertej vizitave ditore. Zona tashme terheq, por ne numer te kufizuar, pushues dhjete deri ne dy javor, ose pushime te shkurtra çlodhese ne formen e vizitoreve ditor. Ka gjithashtu dhe nje numer shume te vogel te vizitoreve me interesa te veçanta, si p.sh. adhurimi i natyres, aktivitetet e ecjes dhe te gjuetise. Keto segmente te tregut jane secili ne rritje dhe ofrojne nje mundesi per destinacionet, te cilat mund te sherbejne si atraksione me nje cilesi dhe çmim qe i pershtatet pritshmerise se tregut. Tabela 6: Segmentet kryesore te tregut ne Komunen Kryevidh Segmentimi i Tregut Situata aktuale Potenciali Pushime tradicionale Te rendesishme Ne ulje Pushime te shkurtra Te kufizuara Ne rritje Eskursione Te kufizuara Ne rritje Interesa speciale Te kufizuara Ne rritje Udhetime ditore Te rendesishme Statik Burimi: Vleresimi i konsulenteve bazuar ne kerkimet, konsultimet dhe observimet e tyre Ndryshimi i rrethanave, per shembull, prosperitet i rritur ekonomik, stili i jeteses dhe potenciali ne rritje per te terhequr vizitore te huaj ofron nje oportunitet te rendesishem per kete destinacion. Mundesite e tregut per turizem ne Spille permblidhen ne tabelen 7, duke reflektuar nje model segmentimi per terheqjen e vizitoreve bazuar ne motivimin per eksperiencen qe ofron udhetimi.
  • 33. 33Tabela 7: Kerkesa e Projektuar per Komunen Kryevidh Segmenti i tregut Pushime te gjata Pushime te shkurtra Rekreacion Deti dhe Vendi Eskursione - Interesa speciale Shendeti/Fitnesi/Pjesmarrja Udhetime ditoreBurimi: Vleresimi i konsulenteve bazuar ne kerkimet dhe konsultimet e tyreÇelesi i tabeles: •= mbi rritjen mesatare; “= rritje mesatare; - = pak ndryshim apo rritjePas pushimeve turistike tradicionale, prospektet me te mira per turizmin ne zone bazohen neturizmin rural, dhe te pushimeve me interesa te veçanta, qe perfshijne eksplorimetindividuale dhe aktivitetet e trashegimise kulturore.Aktoret e zones jane me konfident ne parashikimin e rritjes nga jashte komunes sesa nebrendesi te saj. Shumica e atyre me biznese parashikojne qe ritmi i rritjes ne kerkesen ejashtme do te tejkaloje dukshem rritjen e kerkeses nga tregu i brendshem. Prospektet me temira per rritje ka shume te ngjare te jene tregjet e Kosoves dhe Maqedonise, dhe me voneato te Gjermanise, Austrise dhe vendeve Skandinave. Fondi Shqiptar i Zhvillimit
  • 34. Plani i Zhvillimit Lokal - Komuna Kryevidh 34 QELLIMET, STRATEGJIA 6. QELLIMET, VIZIONI & STRATEGJIA 6.1 Qellimet e zhvillimit te turizmit Turizmi ne komunen Kryevidh eshte duke kaluar nje periudhe rritje te qendrueshme me mundesi me te larta ne te ardhmen e afert. Rritje domethenese eshte parashikuar e vizitoreve te huaj kryesisht nga Kosova and Maqedonia, ndersa stilet e reja te jeteses do ndryshojne kerkesen turistike vendase. Objektivat kyçe per turizmin jane qe: · Te rrise rendesine e tij brenda ekonomise locale permes fitimeve te rritura dhe krijimit te vendeve te punes; · Te siguroje qendrueshmerine e sektorit turistik; · Te optimizoje kushtet socio-kulturore dhe cilesine e jetes per rezidentet. 6.2 Vizioni mbi zhvillimin e turizmit Turizmi me shume gjasa do te jete nje sektor kryesor biznesi ne zonen e Kryevidhit gjate dekades se ardhshme, duke kontribuar keshtu ne rritjen ekonomike dhe ne prosperitetin shoqeror. Ndersa atraksioni kryesor do vazhdoje te jete pamja bregdetare dhe burimet natyrore, profili i tregut te turizmit per Kryevidhin do zhvendoset nga nje predominim i tregut masiv te vizitoreve veror ne nje larmi te me madhe te turisteve te ngritur, aktiv dhe me vigjilent si brenda ashtu edhe jashte Shqiperise. Eksperienca te reja turistike do te ofrohen te cilat do pasurojne atraktivitetin e zones dhe do jene nje arsye me shume per vizite. Cilesia e experiences se vizitoreve do rritet nga investimet ne sherbime ne nje mjedis te mbajtur mire dhe do te pasurohet nga standartet e permiresuara te sherbimit dhe te vleres se duhur te lekut te harxhuar. Ky vizion per te ardhmen parashikohet mbi bazen e nje grupi zgjedhjesh strategjike thmelore, te cila kane lidhje me: · Tipin dhe shkallen e turizmit te deshiruar per zonen; · Segmentet e tregut te cilat perputhen me mire me destinacionet; aspiratat; dhe · Menyrat me efektive per te komunikuar me objektivat e tregut.
  • 35. 35Vizioni i mesiperm eshte optimal nga nje numer prespektivash te cilat perfshijne: · Interesat me te mira te operatoreve egzistuese; · Benefitet me te mire per qendrueshmerine afatgjate ekonomike, mjedisore dhe shoqerore; dhe · Kujdesjet ndaj tendencave ne ndryshim e siper te klienteve.6.3 Parimet drejtuesePrincipet themelore udhezuese te cilat duhet te formojne strategjine dhe te asistojne nemenaxhimin e zhvillimit turistik ne te ardhmen jane:Turizem i Qendrueshem: Turizmi eshte nje sektor investimi afatgjate e ardhmja e te cilit varetshume ne menyren se si asetet natyrore dhe njerezore menaxhohen. Mbishfrytezimi i asetevedhe potencialeve te tyre ka pasur efekte negative ne destinacione te tjera persa i perket teardhmes se rritjes turistike. Zhvillimet qe kane nje impakt negativ tek mjedisi, te cilat janeafatshkurter, voluminoze dhe oportuniste ne natyre duhen te ndalohen. Tipi i turizmit idealeshte nje i cili do ofroje zbavitje/çlodhje te permiresuar, pasurim jetese, mjedise pune dhemesimi dhe mundesi te gjera karriere. Aspekte kryesore te cilat kerkojne vemendje nemenyre qe te sigurohet nje sektor i qendrueshem turizmi, jane politikat e perdorimit te tokes;menaxhimi i mjedisit fizik; konservimi i vendeve me trashegimi natyrore dhe kulturore;zhvillimi i produkteve te diktuara nga tregu; dhe investimi ne burimet njerezore.Perfitim: Bizneset brenda sektorit duhet te nxjerrin nje fitim te mjaftueshem per te siguruar :zgjerim te metejshem permes investimit. Tradicionalisht shumica e bizneseve ne kete sektorkane nxjerre perfitime relativisht te uleta. Perfitimi i sektorit ka nevoje per permiresim me anete perdorimit te rritur te aseteve, veçanerisht i atyre me kapital te larte siç jane akomodimet;introduktimi i eficiencave me te medhaja, sidomos per numrin e madh te ndermarrjeve tevogla apo mesatare; dhe sigurimi i te ardhurave nga shitjet voluminoze te arrihen mbibazen e strategjive me “vlere te shtuar” sesa nga uljet e vazhdueshme te çmimeve.Investim Selektiv: Eksperienca ne vende te tjera ka treguar qe rritja e tregut vjen si rezultat i :investimit te madh ne zhvillim produkti dhe reklamim. Eshte e qarte qe investimet ne produktper te ardhmen duhet te fokusohen me shume tek mangesite dhe te jene te afta tezbatohen. Strategjite per investimin ne te ardhmen duhet te jene teper selektive dhe tefokusuara ne objektivat e tyre. Me rrethanat e veçanta dhe sfidat qe po perballen resortettradicionale si Gjiri i Durresit dhe Golemit, sidomos ne pjesen e akomodimit te vizitoreve, nje Fondi Shqiptar i Zhvillimitshembull shtytes mund te realizohet per investime specifike per te riadresuar keto çeshtjenepermjet ndihmave te medha dhe/ose ulje ne taksa.Tregjet e shenjestruara: Ne nje treg ne zgjerim dhe gjithnje e me shume konkurues suksesi :mjedisor do jete i varur ne identifikimin e prospektivave me te mira dhe zgjedhjen emenyrave me efikase per te komunikuar me keto objektiva tregu. Teknologjia e Informacionit
  • 36. Plani i Zhvillimit Lokal - Komuna Kryevidh 36 eshte duke ndryshuar menyren me te cilen destinacionet dhe produktet turistike konkurojne. Zgjedhjet strategjike per zhvillimet ne te ardhmen turistike per Komunen Kryevidh duhet te fokusohen ne aspektet unike te zones dhe duhet te ofrojne nje experience te larmishme qe do te joshte tregjet potenciale te identifikuara. Zgjedhja e tregjeve duhet te percaktohet nga potenciali i vleres respektive te tyre ne aspektin e pershtatshmerise me produktet e zones dhe tipit te turizmit qe kerkohet; dhe impakteve mjedisore dhe ekonomike, sidomos ne lidhje me zgjerimin e sezonit dhe qendrueshmerise se biznesit. Partneriteti Publik dhe Privat: Destinacionet e suksesshme jane ato te cilat jane perfshire ne nje partneritet midis sektorit publik dhe privat. Bashkepunimi me i madh dhe integrimi i perpjekjeve duhet te jene nje prioritet i larte per zhvillimin e turizmit ne Komunen Kryevidh. Nje bashkepunim i dhe mirekuptim reciprok do jene te nevojshme per te planifikuar dhe implementuar ne menyre efektive zhvillimin e produktit, marketingun dhe strategjite e sherbimit te vizitoreve Partneriteti efektiv duhet te perfshije komunikimin e shtrire dhe mekanizmat efikas konsultiv dhe zbatues per te siguruar nje koherence dhe qendrueshmeri ne zbatimin e strategjise turistike. Ndryshimi i roleve dhe rrethanave ofrojne gjithashtu mundesi me te madhe sesa ne te kaluaren per sipermarrje te perbashketa dhe forma te tjera bashepunimi. 6.4 Implikimet strategjike te qellimeve dhe vizionit Implikimet strategjike te vizionit te percaktuar kerkojne pergjigje te forta nga ana e aktoreve te turizmit qofshin ato private, publike apo vullnetare. Ne kohe afatshkurter dhe mesatare industria e turizmit ne zone ka nevoje te levize nga nje situate ku reagon ndaj kushteve te tregut dhe konkurenteve ne nje pozicion ku prodhon kerkese. Perndryshe autoritetet e komunes do deshtojne ne perballimin e konkurences ne nje treg pune gjithnje e me kompleks dhe konkurues. Qellimi qendror ekonomik – rritja e te ardhurave nga turizmi – duhet te kete pese objektiva kryesore: · Shpenzim i rritur nga çdo vizitor: duke ofruar aktivitete te cilat inkurajojne vizitorin per te shpenzuar me shume para dhe/ose te zgjase qendrimin; · Me shume vizitore te huaj: nje rritje e pergjithshme ne numrin e vizitoreves, brenda kapaciteteve mbajtese, duke terhequr nje pjese me te madhe te vizitoreve te huaj do te rrise te ardhurat e turizmit; · Mbajtja e pjeses se tregut vendas: ne nje treg qe ndryshon, sfida per Kryevidhin do te jete te mbaje pjesen e vet te tregut per turistet pushues apo ditor; · Sezon me i gjate: nevoja per te futur mekanizma me inovativ per te zgjeruar sezonin turistik, siç jane evente inskenimi, udhetime kreative, etj. te cilat gjenerojne me shume te ardhura dhe perfitime ne sektorin turistik; dhe · Kujdesja per tregjet e veçanta: rritja e segmentimit te tregut dhe e burimeve te kufizuara te tij dikton qe Kryevidhi duhet te fokusohet me shume ne interesat specifike te veçanta qe perfshijne turizmin me baze rurale.
  • 37. 37Figura 8: Arritja e Vizionit Rritja e te ardhurave nga turizmi Qellimi Zgjatja sezonit Kujdesja per Objektiavt Terheqja e Shpenzimet e tregjet e vizitoreve te rritura per turistik interesit te huaj vizite veçante Fokusimi ne Permiresimi i vleres se Strategjite Zgjerimi dhe prospektet e zgjedhura lekut te shpenzuar permiresimi i te tregut mire produktit turistik “Fokusim Tregu” “Sigurimi i Cilesise”6.5 Strategjite ThemeloreBazuar ne keto keshilla dhe qellime, tre strategji “themelore” te propozuara jane temeposhtmet:Fokusim me i mire tek tregu:Kerkon vendosmeri ne resurset e nevojshme te tregut kundrejt atyre te zgjedhura qe ofrojnepotencialin me te mire me kalimin e kohes. Kjo vendosmeri duhet te bazohet ne kerkimetdhe partneritetet efektive. Kjo e fundit do te kerkoje ekspertize te mjaftueshme per temaksimizuar impaktin e kombinuar te aktiviteteve publike dhe private ne treg.Zhvillim i Produktit TuristikZhvillimi i nje sere akomodimesh per vizitore, “atraksionesh” dhe sherbimesh per te terhequr Fondi Shqiptar i Zhvillimitturiste te rinj. Zhvillimi duhet te jete ne sinkroni me mjedisin, shkallen, dhe aspiratat edestinacionit megjithe kujdesin per nje treg qe sofistikohet gjithnje e me shume.Ofrimi i “Sigurise se Cilesise”:Çeshtje kyçe si shperndarja cilesore e sherbimeve, dhe organizimi midis entiteteve tendryshme te perfshira ne turizem ne te dy sektoret privat dhe publik, duhet te adresohet perte siguruar nje kenaqsi me te madhe te vizitoreve dhe çmime te pelqyeshme.
  • 38. Plani i Zhvillimit Lokal - Komuna Kryevidh 38 Strategjite themelore jane te nderthurura dhe te ndervarura dhe si te tilla, arritja e qellimeve eshte e paparashikuar mbas adoptimit dhe implementimit te tyre. Elementet rekomanduese ne keto strategji te gjera themelore jane te detajuara ne Kapitujt 7, 8 dhe 9. Tabela 9: Strategjite themelore per elementet baze 1. Fokusim tregu • Fokus ne sektoret e tregut me “prospektet me te mira”; • Investim me i madh ne reklamimin e destinacionit; • Caktimi i objektivave agresive dhe motivacioneve te sektorit; • Zhvillimi I tregjeve te fshehta fokusuar ne aktivitete dhe interesa; • Publikimi dhe Analiza e ”Planit te Veprimit Turistik” vjetor; • Eksplorimi i kanaleve te reja te shperndarjes 2. Zhvillim i “Motorreve Rritese” • Fokus ne burimet e avantazhit siç jane mjedisi natyral bregdetar dhe rural, dhe i atraksioneve te krijuara nga njeriu duke perfshire ketu htjellat e Bashtoves dhe Turres; • Projektimi, konservimi dhe menaxhimi i mjedisit; • Krijimi i atraksioneve te reja per segmente te ndryshme te tregut siç jane turizmi i integruar rural me karavane dhe ngjarje kulturore; • Investimi ne infrastrukturen esenciale; • Krijimi i nje ambienti miqesor fiskal dhe ekonomik kundrejt biznesit; 3. Sigurimi i Cilesise • Promovimi i nje kulture turistike miqesore ndaj mjedisit ne te gjitha fshatrat e komunes permes sensibilizimit efektiv publik dhe programeve edukative; • Cilesia dhe Vlera per leket e shpenzuara for money experience; • Menaxhimi dhe shperndarja e sherbimeve tek klientet; • Sigurimi i trainimeve te mjaftueshme ne aftesite konkuruese; • Krijimi i nje sektori te ri partneriteti publik-privat midis autoriteteve lokale dhe biznesit.
  • 39. 39 STRATEGJIA “FOKUSIM7. STRATEGJIA E TREGUT “FOKUSIM ME I MIRE”.7.1. Objektivat e tregutStrategjia e tregut duhet te adresoje objektivat e meposhtme: · Te kompensoje per uljen e pritur ne disa nga tregjet tradicionale te zones duke penetruar ne burimet e reja te tregut; · Te rrise te ardhurat e turizmit permes shpenzimeve mesatere me te larta per vizite nga nje numer me i madh vizitoresh; · Te arrije nje balance me te mire midis kerkeses dhe ofertes permes perdorimit me te mire te kapaciteteve, veçanerisht jashte kulmit te muajve veror; · Te terheqe nje varietet optimal te vizitoreve nga burimet e tregut per te maksimizuar te ardhurat ne te njejten kohe te siguroje nje kompatibilitet te segmenteve turistike ne zone; · Te largohet nga masa e ulet e vizitoreve te detit drejt nje tregu me te segmentuar percaktuar nga tipi i pushimeve dhe motivimit; dhe · Te siguroje shperndarjen e duhur dhe efektive te produktit turistik brenda objektivave te percaktuara te tregut.Me tutje, strategjia e tregut duhet te adresoje nje numer variantesh, si: · Mundesine qe paraqet tregu ne zgjerim e siper jashte Shqiperise; · Kompleksitetin ne rritje te tregjeve – ndryshimi i tendencave te klienteve, konkurenca ne rritje, dhe nje spekter i gjere motivesh qe percaktojne zgjedhjen e destinacionit; · Konkurencen ne rritje nga zona te tjera te Bregdetit Adriatik.Tregu i zones duhet ne kete menyre te mbuloje nje numer strategjish te cilat mund te Fondi Shqiptar i Zhvillimitanalizojne shume mire objektivat e sektorit sikurse te adresojne efektivisht çeshtjet dhetendencat te cilat do te percaktojne performance ne nje treg pune sfidues.Strategjia e rekomanduar eshte ajo e kerkeses se arritur permes: · Nje fokusimi te mprehte ne permiresimin e aftesise konkuruese qe arrihet permes nje pozicionimi te destinacionit sebashku me nje segmentim me te madh te produkteve kundrejt tregjeve te pazbuluara;
  • 40. Plani i Zhvillimit Lokal - Komuna Kryevidh 40 · Nje rifokusimi ne tregun me prospektiv me te mire permes priorizimit dhe selektivitetit me te theksuar; dhe · Nje ridizenjim i komunikacioneve dhe distribucioneve brenda tregjeve. 7.2. Pozicionimi i tregut Kerkimet e fundit, konsultimet dhe analiza e tregut konfirmojne qe pozicionimi i zones eshte nje nga nga me te mirat e bregdetit Adriatik, nje vend plazhsi tradicionalisht i pelqyeshem si nga pushuesit e rregullt ashtu edhe nga vizitoret ditor. Zona aktualisht eshte pozicionuar fuqishem ne kontekstin e imazhit ne tregun vendas dhe do konkuroje rezorte te tjera bregdetare si Durresin, Golemin, Semanin dhe Vloren. Pozicionimi i zones do kerkoje projektimin e nje numri atraksionesh te cilat do sherbejne si motivime per segmente te caktuara te objektivave te tregut. Sfida do konsistoje ne projektimin e ketyre atraksioneve te cilat do t’i japin veçanti destinacionit, duke marre parasysh tendencat e tregut dhe objektivin e terheqjes se turistave qe shpenzojne me shume pergjate gjithe vitit. Nga kerkimet, duket qarte qe vlerat themelore duhet te jene: · Mjedisi natyror: deti, bregdeti dhe panorama; · Nje sere atraksionesh per vizitorin ditor; · Sportet e ujit dhe aktivitetet ne natyre; · Derdhja e lumit Shkumbin dhe Laguna e Karavastase; Idealisht permiresimet e imazhit duhet te perfshijne: · Nje varg atraksionesh interesante te trasheguara; · Nje game te gjere te “gjerave per te pare dhe per te bere”; · Nje mjedis i pasur rural; dhe · Opsione akomodimi per vizitore te rangut te larte. 7.3. Segmentimi i tregut Segmentet kryesore ne te cilat zona realisht mund te konkuroje bazuar ne nje potencial ne rritje e siper si rrjedhoje e paqes dhe permiresimit te produkteve jane si me poshte: Tregu i Brendshem Pushime tradicionale; · Udhetime ditore; · Pushime te shkurtra dhe mesatare; · “ Zbavitje; · “ Aktivitete; · Evente dhe takime
  • 41. 41Tregu i Jashtem · Shetitje; · Pushime te shkurtra zbavitese; · Aktivitete te interesit kulturor; · Aktivitete ne rritje te interesit special, siç eshte ecja, ciklizmi, lundrimi, vrojtimi i shpendeve, etj. luajne nje rol percaktues gjithnje e ne rritje per zgjedhjen e destinacionitMeqenese konkurenca per kete segment ne zgjerim po rritet, eshte e rendesishme qe Spillejate konkuroje ne keto segmente ku mund te ofroje nje avantazh krahasues si p.sh. natyrordhe kulturor. Ndersa tregje te vogla ekzistojne per keto tipe aktivitetesh, autoritetet ekomunes duhet t’i japin prioritet ketyre segmenteve sipas aftesise se tyre per te arriturobjektivat e zgjerimit sezonal, utilizimit te produktit dhe rendimentit, duke pasur parasysh qene çdo rast volumi i vizitoreve do te jete i vogel. Megjithate, potenciali per te paraqitur njeimazh te shumellojshem dhe vendosja e nje reputacioni per ekselence eshte me sinjifikativ.Nje karakteristike e rendesishme e segmenteve te rritjes eshte perputhshmeria midis interesitapo aktivitetit dhe mjedisit rural. Ndersa shkalla e atraksioneve te turizmit rural brendaKomunes Kryevidh eshte e pakufizuar, ekziston padyshim mundesia e reklamimit tepushimeve dhe atraksioneve te cilat do te ofrojne nje kunderbalance te çmueshme te imazhittradicional plazhist te zones.7.4 RekomandimeFushatat e ndergjegjesimit te pergjithshem te destinacionit ne tregun vendas dhe neRepubliken e Kosoves dhe te Maqedonise duhet te zgjerohen gradualisht ne perfshirjen e njegame te gjere motivacionesh dhe produktesh zbavitese. Edhe pse TV eshte mjeti me ifuqishem per te krijuar nje reklamim imazhi, ai eshte i kushtueshem dhe shfrytezimi me imadh i publicitetit permes publikimit te stileve te jeteses, radiove dhe programeve televizivedo te jete e nevojshme per te komunikuar nje sensibilitet te ri te diversitetit ne opsionet epushimit drejt tregut potencial.Keto komunikime mund te prezantohet me efektivisht dhe te cilesojne eksperiencen eproduktit perveç asaj te destinacionit. · Ne shenjestrimin e tregjeve pertej detit, promovimi duhet te perqendrohet ne te ardhurat e tregtise se udhetimit dhe agjencive turistike te huaja. Ne fillim nje numer i kufizuar produktesh per akomodim duhen promovuar per Fondi Shqiptar i Zhvillimit pajisjen me to gjate udhetimit, eskursioneve, apo pushimeve te golfit; · Publiciteti ne mediat e pershtatshme do te perfaqsoje nje aspek te rendesishem per krijimin e sensibilitetit dhe kredibilitetit brenda segmenteve; · Kooperativat e tregut, duke inkorporuar furnizuesit e produktit dhe akomodimit ne zone, duhet te inkurajohen. Gjithashtu operatoret duhet te inkurajohen per te marre pjese ne konsortet nacionale te marketimit, si
  • 42. Plani i Zhvillimit Lokal - Komuna Kryevidh 42 forumet turistike nacionale dhe internacionale. Formimi i Shoqates Hotelore te Spillese paraqet nje shembull te mire te marketingut destinacional ko- operativ i cili duhet te pasurohet duke bere pjese ne organizata te shkalleve me te medhaja dhe konsorte marketing te mirnjohura per hotelet ne Shqiperi. Marketingu i zonave rurale duhet te kerkoje projektimin e joshjeve tek ata te cilet do terhiqen per nje vizite ne ndjekje te nje aktiviteti te caktuar sebashku me ata pushues te rregullt te cilet mund te nxiten te eksplorojne brendesine rurale me nje udhetim ditor; · Fushata direkte te bazuara ne shifra drejtuar individeve apo grupimeve te ndryshme ne agjencite shqiptare dhe te huaja duhen te ndermerren; · Zhvillimi i nje eebsite turistik interaktiv, me lidhje te mira me site te tjera duhet te jete nje prioritet.
  • 43. 43 STRATEGJIA PRODUKTIT8. STRATEGJIA E ZHVILLIMIT TE PRODUKTITStrategjia e produktit merret me ndryshimin e produktit ne nje menyre te tille per ta bere ateme joshes per objektivat e tregut. Strategjia ka per qellim te arrije pese objektivat turistike,specifikisht: · Te terheqe vizitore nga tregje te reja; · Te nxise pushime me te gjata; · Te rrise shpenzimet e çdo vizitori; · Te zgjase sezonin turistik; dhe · Te terheqe turiste te interesave te veçanta.Meqenese kerkesa turistike eshte e drejtuar nga produkti, tipi dhe cilesia e produktit turistikne oferte do percaktoje suksesin apo deshtimin e tregut te punes. Per shkak se produkti me imire fiton, strategjia e produktit duhet te jete e afte te gjeneroje nje produkt te klasit te larte.Kerkime dhe analizat kane identifikuar nje numer mangesish te produktit ne zone qe kanenevoje per rishikim.Themelore per suksesin e strategjise se produktit do te jete implementimi i nje numrikonceptesh specifike: · Nje varg eksperiencash turistike “gjera per te pare dhe bere”; · Krijimi i arsyeve te reja per te vizituar zonen te cilat do jene terheqes per tregjet jashte Kryevidhit; · Interpretimi dhe prezantimi i trashegimise natyrore dhe shoqerore te zones; dhe · Ofrimi i nje sere akomodimesh te pranueshme nga tregu.8.1 Atraksionet Fondi Shqiptar i ZhvillimitAspekti me i rendesishem terheqes i nje destinacioni apo zone per vizitoret mund tepercaktohet gjeresisht si grumbulli i atraksioneve qe i japin njerezve shkak per te vizituar. Ketoarsye per te vizituar nje vend zakonisht referohen si “atraktore”. Ndersa komuniteti i biznesitne Kryevidh ka nje grumbull tashme te vendosura atraksionesh te cilat deri diku perputhenme nevojat e tregut vendas, sfida me te cilen perballet zona qendron ne menyren se si tesiguroje nje varg atraksionesh te pershtatshme qe do joshe turistat e se nesermes ngaShqiperia dhe me pertej detit.
  • 44. Plani i Zhvillimit Lokal - Komuna Kryevidh 44 Nese partneriteti publik-privat ne Komunen Kryevidh do te jete konkurues ne tregjet e reja potenciale dhe te plotesoje nevojat e klienteve te se ardhmes, zona ka nevoje te krijoje arsye te forta per ta vizituar. Keto arsye duhet te joshin si turistet e huaj ashtu edhe pushuesit e rregullt vendas, dhe ne te njejten kohe te pasuroje atraksionet turistike te zones. Vetem ne kete menyre mundet qe autoritetet e komunes dhe bizneset lokale te permiresojne pozicionin konkurues ne nje potencial tregu gjithnje e ne rritje por me seleksionues. Nje dobesi strategjike tashme e identifikuar eshte mungesa aktuale e arsyeve te dallueshme per te vizituar zonen te cilat do te terhiqnin segmente te ndryshme te tregut dhe baza produktive relativisht e varfer, e cila do lejoje zonen te konkuroje ne segmentet turistike te interesit te veçante. Mangesite e identifikuara ne vargun e atraksioneve Kerkimet dhe analizat tregojne atraksioneve: qe aktualisht zona ka nje numer problemesh ne vargun e atraksioneve ne oferte. Mangesite kryesore e nje tregu burimor me te gjere dhe qe perputhet me nevojat e tregjeve burimore nderkombetare dhe vendase jane: · Trashegimia: zona prezanton ne menyre te varfer trashegimine e saj natyrore dhe kulturore drejt nje tregu i cili e vlereson shume trashegimine si nje motivim per te vizituar zonen; · Aktivitetet: si nje destinacion pushimi per aktivitete zona njihet ekskluzivisht si nje destinacion plazhi. Potenciali atraktiv per tregjet me interesa te veçanta eshte aktualisht i pa eksploruar. · Zbavitja: kujdesi zbavites per vizitoret pushues gjate darkave eshte nje kerkese esenciale per nje zone turistike. Perveç gjerave te mesiperme, do te jete e rendesishme per autoritetet e Komunes Kryevidh te sigurojne qe ka nje numer te mjaftueshem atraksionesh pamore te cilat mund te kapin vemendjen vizitoreve turistik dhe t’i shtyjne ata te ndalen ne zone gjate rruges drejt ose nga rajoni i Vlores. Keto “shtysa ndaluese” mund te variojne nga nje mjedis i kendshem mikprites deri ne atraksionet specifike lehtesisht te dukshme te cilat mund te nxisin nje visitor te ndaloje. Strategjia atraktive e rekomanduar Ne zhvillimin e atraksioneve te reja eshte ajo e cila do: · maksimizoje efektin “gjenerues” permes numrit optimal te segmenteve; · zhvilloje nje dallueshmeri, idealish nje unicitet, brenda Kryevidhit; dhe · siguroje fonde per sektorin privat dhe menaxhim per te pasur fizibilitet. Ndersa shumica e atraksioneve kane te ngjare te lokalizohen brenda “trekendeshit te sherbimit” (Spilleja-Keshtjella e Bashtoves-Derdhja e Shkumbinit), zhvillimi i turizmit te brendshem rural ne te ardhmen rekomandohet i cili do te plotesoje atraksionet bregdetare.
  • 45. 45Ne adresimin e kesaj çeshtje, atraksionet jane kategorizuar si me poshte: · “atraksione te forta” i referohet atyre qe jane investime kapitale dhe qe tipikisht jane ndertimet e reja apo konvertimi ose perdorimi i ndertesave ekzistuese; dhe, · “atraksione te buta” te cilat tipikisht perdorin burimet ekzistuese permes organizimit dhe resurseve njerezore sesa investimit ne kapital.8.1.1. “Atraksionet e Forta”Ne zhvillimin e opsioneve te atraksioneve qe kerkojne investim kapitali nje varg produktesh uidentifikuan. Ne secilin rast mundesia e tregut u vleresua e ndjekur nga nje vezhgimparaprak i pershtatshmerise, veçantise dhe shendetit te pergjithshem te tregut. Brendakontekstit te nje strategjie zhvillimi turistik nje vleresim i pergjithshem, bazuar kryesisht neeksperiencat e meparshme, u perdor per te vleresuar shkallen dhe mundesine e atraktivitetitte investimit dhe fizibilitetit te veprimit.Lista treguese e meposhtme e prospekteve prezantohet mbi bazen qe secila: · ka aftesine te terheqe vizitore te rinj ne zone dhe / ose te rrise shpenzimet e vizitoreve; · eshte e nje shkalle dhe risku jo ne disporcion me mundesine fitimprurese; dhe · ploteson nje mangesi produkti te identifikuar dhe nevoje te projekuar nga vizitoret.Nje vleresim paraprak tregon qe secila nga te meposhtmet eshte e mundshme, dhe e njerendesie te madhe per diversifikimin e produktit turistik.Kampingu me rulota. Nje program zhvillimi i pasur mjedisor te nje grupimi plotesuesatraksionesh propozohet, duke zgjedhur nje vend te pershtatshem per aktivitete mekaravana pergjate bregut te Spillese. Autoritetet e komunes se bashku me perfaqesuesit ebiznesit jane entuziast rreth suksesit te kesaj sipermarrje. Ky projekt do perfshij pastrimin edisa shkurreve dhe barishteve, ndertimin e nje ure prej druri qe te çon ne zonen e plazhit,rregullimin e pershtatshem te nje rruge 240 m te gjate, qe lidh vendin per karavane merrugen e fshatit, dhe mirembajtjes te hapesires se gjelber. Nje perzierje mallrash te cilesise seveçante do jete e nevojshme si dyqane me punime dore, produkte ferme, etj. Parkimi per Fondi Shqiptar i Zhvillimitmakina duhet gjithashtu te merret parasysh ne pjeset anesore te vendit te kampingut.Ndertimi i bareve te hapura dhe i banjove publike pergjate plazhitPlotesimi me keto kerkesa infrastrukture eshte nje domosdoshmeri, sepse per momentinpothuajse te gjithe vizitoret I kryejne nevojat e tyre ne det. Ndertimi i dusheve publike do tembuloje nevojat e plazhisteve. Ne kete moment ekzistojne dy apo tre ndertesa betoni qe i
  • 46. Plani i Zhvillimit Lokal - Komuna Kryevidh 46 ofrojne turisteve pije freskuese dhe sherbime ushqimore. Per shkak te vleres se shkelqyer natyrore te zones se plazhit, ndertime te tjera te ketij lloji duhen te ndalohen. Ne vend te tyre, autoritetet e komunes duhet t’i japin liçenca aktiviteti operatoreve te cilet marrin persiper ndertimin e sherbimeve te levizshme ne perputhje me zhvillimin e rregullt dhe principeve estetike. Arena e jashtme (ne natyre). Nje pike-takim i dedikuar me sherbime te ndertuara posaçerisht per motorrat e ujit, eventet e garave me makina dhe biçikleta, sebashku me perdorimin zbavites. Vendi gjithashtu mund te perdoret per aktivitete apo evente te tjera zbavitese. Nje piketakim i ri jashte rruges do te konsolidonte pozicionin e zones si nje lokalitet per sportet motorrike dhe te parandalonte presionin e mundshem te sigurise dhe ate mjedisor mbi vazhdimsine e sporteve motorrike ne rruget publike. Keshtjella e Bashtoves. Si vendi me i madh historik ne rrugen kryesore turistike drejt zones, nje permiresim sinjifikativ ne interpretimin e kesaj pike dhe aksesit te saj nga vizitoret propozohet ne kete strategji. Ky vend mund t’i hapet vizitoreve lokal dhe te huaj duke organizuar aktivitete te ndryshme zbavitese, siç jane eventet gastronomike ku receta tradicionale gatimi i paraqiten/demostrohen vizitoreve. Ne bashkepunim me autoritetet rajonale qe kujdesen per monumentet e kultures, keshtjella mund te kthehet me sukses ne nje teater apo kinema te hapur, ku turistet mund te kene mundesine te shikojne filma te pakten dy here ne jave. Ne realizimin e implementimit te ketyre aktiviteteve, propozohet ndriçimi i vendit se bashku me rregullimin e rruges qe te çon drejt keshtjelles. Evenimente tematike zbavitese Nje event i caktur mbremjeje qe organizon darken dhe zbavitjen per turistat me pushime te gjata sugjerohet. Temat per t’u konsideruar mund te perfshijne menu autentike, kamarier te veshur me rroba tradicionale dhe muzike. Vendet potenciale mund te jene hotelet ekzistuese, restorantet, ose nje vend i veçante siç eshte Keshtjella e Bashtoves. Nje pike per Serf. Propozohet nje qender qe ofron dhoma zhveshje me çeles, ruajtje, Serf. magazinim te paisjeve dhe mirembajtje. Megjithese shpenzimet ditore te ketij sporti mund te mos jene te larta, qendra e re do ndihmoje ne konsolidimin e zones si sport terheqese, do rrise sensibilizimin dhe do ofroje sherbime integruese te pershtatshme per vizita ne grupe edhe jashte muajve kulmor. Muzeu Rajonal i Kryevidhit. Megjithese nuk eshte nje atraksion kryesor turistik, ndertimi I nje muzeumi rajonal te ri ne fshatin Spille paraqet nje mundesi per t’i prezantuar turisteve aspekte te trashegimise se zones nepermjet ekzibicioneve speciale dhe/ose interpretimit te vendeve te aferta si Rreth Grethi.
  • 47. 47Figura 2: Disa pamje nga Keshtjella e BashtovesGryke derdhja e lumit Shkumbin. Bukuria potenciale e Gojes se Lumit Shkumbin perturizem akoma nuk eshte kuptuar. Zhvillimet e tipit me impakt te ulet duhet te perfshijneakses nga anet dhe vende qendrimi dhe perdorim i kontrolluar i mjeteve motorike perzbavitje. Bukuria e shtratit te lumit dhe ecjet aty jane gjithashtu shume te pelqyeshme.Iniciativat e zhvillimit ne rruge e siper duke perfshire qendrimet anesore, permiresimet evendit ku ecet jane te mirepritura te cilat duhen te inkurajohen me qellim eksplorimin emetejshem te bukurise dhe potencialit rekreacional te Lumit Shkumbin.Laguna e afert e Karavastase. Kjo lagune e cila lokalizohet ne jug te derdhjes seShkumbinit eshte vendi kenetor me i madh i Shqiperise. Brenda zones se Karavastaseekzistojne tre kategori te Zonave te Ruajtura: (i) Laguna e Karavastase, e cila eshte Rezervati Ruajtur Natyror, (II) Parku Nacional i Divjakes, dje (III) Rezervati Natyror i Kularit. Kenetastrehon nje numer te madh shpendesh uji dimeror dhe eshte gjithashtu nje vend i madhbanimi per specie te rrezikuara. Te pakten gjashte specie shpendesh ne Karavastaperfaqesojne gjallesa te rendesise nderkombetare, mes te cilave ja vlen te permendetprezenca e Specieve Globalisht ne Rrezik siç jane Pelikani i Dalmacise, Shqiponja me njolla,etj. Si rrjedhoje, potencialet per rekreacion permes turizmit natyror (duke perfshireeskursionet natyraliste, vrojtimi i shpendeve, ngarja e kuajve dhe gjuetia me kritete kujdesi) Fondi Shqiptar i Zhvillimitjane reale dhe mund te sherbejne si magnet per terheqjen e turisteve.Turizmi rural. Vazhdimi i projekteve turistike ne shkalle te ulet ne zonat rurale eshte shumei deshirueshem nese akomodimi eshte i lidhur me aktivitete te veçanta, si ecja, peshkimi,ngarja e kuajve, çiklizmi, etj. Megjithese turizmi rural nuk ka te ngjare te jete i forte ne treg,
  • 48. Plani i Zhvillimit Lokal - Komuna Kryevidh 48 nje potencial i fshehte ekziston per te terhequr vizitore per nje experience rurale te veçante. Eshte e mundur te terheqe gjithashtu vizitore te tjere ditor. Produktet reçente te zhvilluara si dyqane ferme, studio vazosh prej dheu, shtigje fermash, dhe “vendos dhe merr” liqene peshkimi duhen akoma te realizojne potencialin e tyre. Megjithese marketingu i pushimeve rurale eshte ndoshta me i arrire duke bashkuar operatoret e tureve te veçanta dhe duke ko- operuar me zonat fqinje, vemendja duhet t’i jepet promovimit me te madh te zonave rurale ndaj vizitoreve qe pushojne ne rezortat bregdetare. 8.1.2. “Atraksionet e Buta” Nje game me e gjere atraksionesh jane identifikuar te cilat jane te afta ose te terheqin vizitore te rinj dhe / ose te pasurojne kategorite e vizitoreve te terhequr nga faktore te tjere. Ne secilin rast keto atraksione perdorin burimet ekzistuese – sherbimet dhe njerezit – dhe edhe pse kane nevoje per pak investim, nuk kerkojne shume kapital. Pasurimi i joshjes se vizitoreve dhe eksperiences se tyre: Rekomandime Rekomandime Ne adresimin e mangesive te nje numri iniciativash propozohen per t’u marre ne konsiderate disa aktivitete te cilat do pasuronin eksperiencen e vizitoreve dhe do rrisnin shpenzimet e tyre duke i zgjatur pushimet ne zone: Shetitjet pergjate fshatit. Zhvillimi i nje ose i dy rrugeve te pajisura me tabela per shetitje apo çiklizem nga 2 deri ne 10 km, per shetitesit e rastit apo ata praktikues, do t’i jepnin aspekteve rurale te zones aksesibilit ndaj vizitoreve, duke ofruar nje eksperience ndryshe dhe plotesuese ndaj aspekteve te bregdetit ne zone. Skema e çiklizmit falas dhe ngarjes se kuajve. Per inkurajimin e qendrimeve me te gjata dhe lehtesimin e levizjes me ndikim te ulet mjedisor brenda zones propozohet nje skeme e çiklizmit falas dhe e kalerimit me nje çmim te ulet. Autoritetet e Komunes te lidhur me nje sponsor mund ta marrin parasysh kete lloj iniciative e cila eshte shume e shpeshte ne qytetet europiane. Ky sherbim do te ndihmonte ne reduktimin e trafikut te makinave ne nje sere zonash apo atraksionesh te brishta. Sherbimi mund te ofrohet nga nje guide lokale, ose nga nje operator i specializuar turistik. Shetitje “Tematike”. Sugjerohen nje seri shetitjesh tematike nga pikat me densitet te larte “T vizitoresh si p.sh. fshati Spille. Tematikat mund te perfshijne vende historike; kisha; keshtjellen e Bashtoves, keshtjellen Turra, Lagunen e Karavastase, etj. Keto eskursione duhet te udhehiqen nga guida te specialiuara. Zbavitja ne hotele dhe pub-e. Nje kalendar zbavitjesh ne hotele dhe ne pabe, qe ofrojne muzik, grupe, kengetare etj, - duhet te shfrytezohet per ta gjalleruar eksperiencen e
  • 49. 49vizitorit ne Spilleja dhe/ose ne Komunen Kryevidh. Nje program zbavitjesh ne zone mund teperfshije gjithashtu DJs, trupa teatror, etj.Terheqja e tregjeve me interesa te veçanta: Rekomandime. Tregu potencial per Rekomandime.zonen mund te zgjerohet ne menyre te konsiderueshme duke ofruar tregje te fshehta teidentifikuara me motivacione te veçanta per t’i vizituar. Nje numer iniciativash janepropozuar te cilat do te krijonin nje arsye per vizite per segmente te veçante te tregut qe ne tekundert nuk do te ishin te interesuar te vizitonin zonen. Propozimet ne vazhdim nisen ngaburimet ekzistuese dhe perfshijne organizimin dhe marketingun kreativ te pushimeve “vet-plotesuese” sesa nga shpenzimet ne kapitale.Tregjet Organike dhe Artizanale. Me rritjen e interesit ne ushqimet organike dhemjeshterite tradicionale, çelet nje mundesi per te ushtruar dhe organizuar nje tregagrikulturor dhe artizanal me nje baze te rregullt. Kjo perveç atraktimit te rezidenteve lokal,do te pasuronte ne menyre te konsiderueshme eksperiencen e vizitoreve te huaj dhe dogjeneronte nje reklamim te favorshem per zonen.8.1.3. EvenimentetZona eshte tashme e suksesshme ne gjenerimin e nje trafiku te konsiderueshem vizitoreshdhe te shpenzimeve sinjifikative si rezultat i ofrimit te nje numri ngjarjesh vjetore. Proçesikerkimor ne stilin e jeteses tregon nje interes ne rritje ne evente dhe festivale sebashku meshndrrimin e ketyre eventeve ne nje faktor motivues, shum shpesh, kryesor per udhetim. Kjokategori e aktivitetit turistik ka nje numer aspektesh pozitive pertej prurjes imediate dheperfitimit ekonomik duke qene se keto evente luajne nje rol ne ndriçimin e profilit dhe teimazhit te destinacionit.RekomandimeZona duhet te vazhdoje zhvillimin e metejshem te nje sere eventesh artistike dhe kulturore tecilat jane ne perputhje me tregun e deshiruar dhe kane impakte negative minimale mjedisoreapo sociale. Pozicionimi futurist i eventeve tashme te mbajtura duhet te sigurohet permesinvestimeve te nevojshme ne infrastructure dhe menaxhim. Perveç ketyre, inskenimi i eventevene fshatrat rural duhet te inkurajohet sepse ato ofrojne nje fokusim te shkelqyeshem nekulturen dhe traditat e zones, te cilat jane me interes te madh per vizitorin dhe pasurojne Fondi Shqiptar i Zhvillimitimazhin e destinacionit.Nje kalendar i eventeve te reja duhet: · te ofroje tema kulturore, sportive dhe sociale qe pasurojne imazhin e pelqyeshem te destinacionit; · te zhvillohet deri ne ate pike ku eventi te jete unik ne zonen e Durresit dhe Kavajes dhe idealisht i nje domethenie nacionale dhe internacionale, eventi
  • 50. Plani i Zhvillimit Lokal - Komuna Kryevidh 50 kulturor “Sofra Ilire”, I organizuar nga Rajoni i Fierit eshte nje shembull perfekt ne kete kontekst; · te jete atraktiv per sponsoret potencial; · te gjeneroje qendrime gjate nates ne sherbimet e akomodimit. 8.2. Akomodimet e Vizitoreve Ne kontekstin e qellimit te pergjithshem dhe te kerkeses ne ndryshim te tregut, zona perballet me sfida te veçanta ne lidhje me mundesite e akomodimit te turistave. Sfida kryesore eshte nje “mos-perputhje” midis kategorive te akomodimit ekzistues dhe nevojave te neserme te tregut, veçanerisht kerkesave te vizitoreve te huaj. Problemet e ndeshura nga kategorite e sherbimeve formale te akomodimit – hoteleve dhe bujtinave – keqesohen akoma me shume nga kerkesat per te ndejtur hapur per nje periudhe me te gjate, pavarsisht nga nje sezon i shkurter, dhe efiçiencave te varfra te cilat ne situaten me te mire, japin fitime te uleta. Edhe me tutje, kerkesat per modernizim kerkojne kapital ne nje kohe kur perdorimi alternativ i tyre ne vende te ndryshme, mund te japin nje fitim me te larte. Nese qellimi i atraksionit dhe rritjes se numrit te turisteve do mund te arrihet, nje numer ndryshimesh strategjike duhet te implementohet ne sektorin e akomodimit, ne kontekstin e kompozimit te kapaciteteve sipas kategorise dhe cilesise. Qasja e pergjithshme e rekomanduar duhet te jete nje nepermjet se ciles: · arrihet nje rritje dhe rimodelim i hoteleve; · adresohen problemet unike te bujtinave tradicionale; dhe · nuk lejohet shnderrimi i zones ne nje shtepi te dyte per pushuesit qe marrin me qira akomodime vet-kujdesese. Faktori kryesor ne arritjen e ketyre qellimeve te pergjithshme per sektorin do te jete aftesia per te terhequr investime e nderthurur me prospekte me te mira per tregtine. Eshte e qarte qe shtysat siç jane grantet e asistences, kredite e buta, dhe / ose lehtesimi fiscal, do te jene te nevojshme per realizimin e ketyre objektivave. 8.2.1. Hotelet Tendencat e tregut dhe trafiku i projektuar turistik nga jashte Shqiperise tregojne nje potencial ne rritje te hotelerise per zonen. Prospektet primare te tregut perfshijne: Segmentimin e Tregut Burimin e Tregut · Vizitore qe udhetojne me automjete Kosova, Maqedonia CE Europe · Vizitore me pushime te shkurtra dhe mesatare Kosova, Maqedonia, GB, Gjermania · Vizitore te interesave te veçanta GB, C. Europe
  • 51. 51Momentalisht zona ka veshtiresi per te plotesuar kerkesat e tregut ne kapacitet dhe/ose necilese. Me tej, ekonomia e bizneseve te hoteleve dhe bujtinave eshte teper sezonale.Ndryshimet ne oferte duhet te perfshijne nje marketing me agresiv nga hotelet, me çmimeterheqese dhe komoditete inovative; dhe nje zhvillim te prones se perbashket dhe identitetevete bashkuara. Perveç ketyre, sektori eshte duke pare nje diferencim ne rritje te hoteleve neato me sherbime te plota dhe ato me sherbime te kufizuara.RekomandimeNese zona do zhvillohet si nje qender turistike per vizitore vendas dhe te huaj, rritja ekapaciteteve te hoteleve do jete e domosdoshme ne kategorite me meposhtme: · Hotelet Egzistuese: Operatoret e pranishem duhet te inkurajohen dhe te : ndihmohen ne menyre aktive ne premisat rimodeluese te cilat jane ekonomikisht te mundshme per te perballuar kerkesat ne ndryshim te tregut siç jane arritja e kapaciteteve optimale, dhe ofrimi i nje varieteti te larmishem sherbimesh dhe komoditetesh. Bashkepunimi dhe marketingu I perbashket do t’i shtyje hotelet egzistuese ne arritjen e nje tregu me te gjere ne nje menyre me kosto-efektive. · Hotelet Turistike: Te projektuara kryesisht per kujdesjen e turisteve qe udhetojne me automjete, te lokalizuara ne Plazhin e Spillese, qe ofrojne nje produkt cilesor sherbimi 3* yjesh. Kapaciteti ideal do te ishte afersisht 30 - 40 dhoma. Rekomandohet qe nje prone e tille te jete e nje firme te njohur Mjedisore Nacionale si pjese e nje rrjeti te gjere qe shtrihet edhe ne Vende te tjera Europiane per te maksimizuar ne kete menyre sinergjite e tregut.8.2.2. BujtinatBujtinat tradicionale te zones prane detit jane duke vuajtur nga nje numer faktoresh qendikojne negativisht ne aspektin terheqes dhe ekonomik te ketij tregu. Keto faktore jane: · Problemet fizike te ndertesave dhe mungesa e madhe e dhomave te pershtatshme; dhe · Mungesa e dallueshmerise pozitive dhe atraktivitetit. Fondi Shqiptar i ZhvillimitKeto faktore se bashku jane duke detyruar shume nga operatoret egzistues te falimentojnenga biznesi ose te ripozicionohen ne akomodimet me fjetje dhe mengjes (B&B).Rekomandime · Rimodelimi i premisave egzistuese: si nje çeshtje urgjente duhet t’i prezantohet Komunes, per te kerkuar asistence speciale ne grante dhe/ose ne lehtesim kapitali per investime ne bujtinat tradicionale;
  • 52. Plani i Zhvillimit Lokal - Komuna Kryevidh 52 · Rekomandohet qe autoritetet e komunes sebashku me sponsoret potencial te projektojne nje program pilot per ringjalljen e kesaj kategorie akomodimi. Brenda ketij konteksti nje analize e kerkesave çertifikuese dhe klasifikuese propozohet per te perballuar me mire sfidat e veçanta; Kjo do perfshije nje program marketingu bashkepunues dhe sherbim rezervimesh te organizuara nga sektori privat per te lehtesuar hyrjen ne tregjet e huaja. 8.2.3. Fjetje & Mengjes (B&B) Atraktiviteti i B&B-ve, sidomos mes vizitoreve te huaj eshte shume i forte, duke kombinuar nje mikepritje tradicionale Shqiptare ne nje mjedis shtepiak me vlera te mira. Eksperienca ne disa vende te tjera te Shqiperise tregon qe B&B-te kane qene kategoria me e suksesshme e akomodimit te vizitoreve gjate periudhes se rritjes turistike. Kapaciteti i rritur ka tendence te ofrohet nga pronaret e shtepive me nje çmim relativisht te vogel ne pergjigje te kerkeses se tregut. Sidoqofte, ne linje me tendencat e tregut, zona ka nevoje te rrise sasine e sherbimeve te kategorise B&B. Potenciali per kete lloj akomodimi eshte veçanerisht i fuqishem mes turisteve qe udhetojne me automjete nga Evropa Qendrore dhe Ballkani Perendimor, si edhe mes turisteve me interesa te veçanta nga te gjitha tregjet. Rekomandime · Te mbeshtetet forcimi i marketingut bashkepunues brenda sektorit, ne lidhje te ngushte me organizatat reprezentative; · Te pergatitet nje seri informacionesh per operatoret ekzistues mbi kerkesat e tregut turistik; dhe · Sebashku me agjensine GTZ dhe organizata te tjera te turizmit te perfshira ne projektet e zhvillimit B&B, te mbahen nje seri seminaresh informative per futjen e risive prospektive. 8.2.5. Karavanet dhe Kampimi Zona ka potenciale te mira per parkime karavanesh, qe i ofrohen ekskluzivisht tregut te huaj. Ka te ngjare qe kerkesa per shtepi te levizshme do te ulet gjate 10 viteve te fundit, ndersa nje rritje ne vizitoret e huaj do rezultoje ne kerkese te rritur nga njerezit qe udhetojne me karavane dhe kampexhojne. Udhetuesit me karavane ka shume te ngjare te jene nga Evropa qendrore (shumica nga Gjermania dhe Hollanda) dhe do perfshijne mikrobuza kampimi ku mund te flihet. Profili i kampisteve do te jete ai i vizitoreve te rinj nga Evropa qendrore.
  • 53. 53Rekomandime · Furnizimi i vendeve te sherbimit per kamionat, furgonat udhetuese dhe tendave brenda parkimeve ekzistuese · Diskurajimi i parkingeve te reja dhe adoptimi i qasjeve konservative per zgjerimin e parkimit ekzistues; · Inkurajimi i nje mbikqyrjeje me te madhe te mjediseve te parkimit per minimizimin e metejshem te impaktit pamor dhe eksplorimi · I mundesise se zhvillimit te akomodimeve, te ndara nga shtepite e levizshme, por qe kane akses kundrejt sherbimeve rekreative dhe ushqimore te zakonshme. Fondi Shqiptar i Zhvillimit
  • 54. Plani i Zhvillimit Lokal - Komuna Kryevidh 54 9. GARANTIMI I CILESISE Duke pasur te garantuar nje mori burimesh natyrore si dhe nje numer njesish akomoduese dhe produktesh te tjera, cilesia e sherbimeve ne turizem kondicionohet nga: · Niveli dhe mirembajtja e mjedisit; dhe · Menyra me te cilen ofrohen ato. 9.1 Mjedisi Fizik – Ruajtja dhe Kujdesi Nga pikepamja e turizmit, mjedisi fizik perben nje burim me rendesi te veçante, pasi eshte pikerisht ky mjedis qe mund te shihet dhe te perjetohet nga vizitori. Aspektet fizike te mjedisit qe mund te observohen nga turisti perfshijne: · pejsazhin natyror dhe detar, hapesiren urbane; · plazhet, hapesirat publike, pyjet dhe pronat e tjera te komunes; · Rruget, sheshet e parkimit dhe trotuaret; · Vendet dhe ndertesat historike; · Rrjeti i shitjeve me pakice; · Akomodimet e vizitoreve; · Hapesirat publike (shetitoret, molet detare, etj). Rendesia e nje mjedisi te permiresuar nuk mund te nenvleftsohet. Prandaj eshte e domosdoshme nevoja e vazhdueshme per gjetjen e mekanizmave te pershtatshem te planifikimit me te cilat duhet nderhyre per ndryshimin dhe berjen e rregullimeve te nevojshme. 9.1.1 Planifikimi dhe perdorimi i tokes Zhvillimi dhe mbrojtja e mjedisit ne menyren e deshiruar nga turisti eshe me rendesi kritike per komunen. Turizmi luan nje ndikim shume te madh mbi perdorimin dhe zhvillimin e tokes, ndikim i cili mund te jete edhe i demshem.Turizmi mund te sjelle gjithashtu probleme per ruajtjen e cilesise se mjedisit, si psh erozionin e tokes, shfrytezim tej mase te tokes dhe
  • 55. 55ndotjen e ujrave te bregdetit. Keto probleme duhen patur ne qender te vemendjes nesedeshirohet te zhvillohet nje model i qendrueshem turistik per te ardhmen.9.1.2. Perllogaritja e kapaciteteve mbajtesePerllogaritja e kapaciteteve mbajtese behet duke mbajtur parasysh parametrat emeposhtem: · Burimet natyrore. Keto kane lidhje me teper me mbrojtjen e burimeve natyrore dhe ne veçanti cilesine e ujit te detit; · Aksesin e zones, d.m.th afersine me aeroportin, portin si dhe numrin e njerezve qe udhetojne me autobuse, makina pivate, etj. · Dimensioni i zones dhe morfologjia e mjedisit, e cila percakton densitetin, lartesine maksimale te ndertimeve,si dhe komponentet estetike.Llojet e formave te mundshme te turizmit, bashke me kapacitetet e tyre mbajtese dhe ato teSpillese jepen ne tabelen 10 si me poshte:Tabela 10: Vleresimi i kapaciteteve mbajtese per zonen Pershkrimi Zona e Spillese shtrihet ne nje plazh me shtrirje relativisht te gjate. Pjesa e pasme e plazhit eshte e mbuluar me nje pyll te dendur me pisha. Llojet e mundshme te Turizem i nevilit te mesem turizmit Vend i pershtatshem per ndertimin e rezorteve turistike ne formen e ndertimeve te uleta deri ne tre kate ne pjesen e pasme te pyllit dhe pjesen e kodrave. Rruget kryesore dhe ato dytesore duhet te permiresohen ndjeshem. Masa specifike per Mungese e sistemit te kanalizimit te ujrave te zeza dhe mbrojtjen e mjedisit trajtimit te mbeturinave, qe perben nje nga problemet me shqetesuese per infrastrukturen e zones e qe duhet zgjidhur sa me pare. Fondi Shqiptar i Zhvillimit Rregulla strikte per urbanizimin dhe arkitekturen e ndertimeve ne zona te reja qe do te zhvillohen ne te ardhmen. Vleresime te Jo me shume se 100 shtreter/ha, ose 100m2 territor plazhi kapaciteteve mbajtese per turiste. te zonesBurimi: Vleresimi i konsulentit, Udhezues per zhvillimin e turizmit ne Shqiperi
  • 56. Plani i Zhvillimit Lokal - Komuna Kryevidh 56 9.1.3. Nevoja per nje qasje te integruar Nga analiza e mesiperme del qarte nevoja e zhvillimit te modeleve per planifikimin hapesinor te turizmit dhe qe jane te afta ne kapercimin e problemeve si p.sh. sezonaliteti, ose mbishfrytezimi i burimeve. Ne kontekstin e planifikimit te mjedisit dhe turizmit eshte e rendesishme te merren ne konsiderate elementet e meposhtem: · Turizmi eshte nje fenomen i gjalle dhe ndodhet vazhdimisht ne trasnsformim. Kontrolli mbi planifikimin e territorit do te jete efektiv vetem nese orientohet nga ruajtja e mjedisit duke krijuar forma te pershtatshme menaxhuese te mjedisit dhe te zhvillimit te produktit turistik; · Projektet e menaxhimit, planet dhe metodologjite duhet te jene te pershtashme per realitetin ne menyre qe kontribojne ne permiresimin e produktit te vjeteruar dhe identifikimin e zonave optimale per zhvillim. Nje plan i integruar per kete qellim eshte shume i rendesishem per te garantuar cilesine e mjedisit rrethues. · Analiza e proçesit te zhvillimit te zonave turistike, duhet te marre ne konsiderate edhe parametra te tjere, si elementin kohor, sinergjine dhe vlera te tjera lokale. 9.2. Pervojat dhe projektet pilote Eshte e keshillueshme eksperiementimi i projekteve pilote me theks ne: · Pergatijen e modeleve hapesinore per zhvillimin e turizmit; · Promovimin e partneritetit dhe pjesemarrja ne aktivitete te perbashketa ndermjet sektorit publik dhe atij privat, per te garantuar qe te gjithe aktoret te angazhohen ne projekte te perbashketa, duke permiresuar keshtu zbatimin me sukses te tyre. Rehabilitimi i rruges ne hyrje te fshatit nga fondet e FSHZH-se mund te konsiderohet nje shembull i mire i projekteve te tilla qe i sherbejne permiresimit te pamjes dhe te mjedisit urban te fshatit. Sidoqofte ka shume nevoja dhe ide te cilat mund te behen realitet me ane te mundesive te tjera financuese. Permes mundesive te tilla mund te realiziohen projekte ne shkalle te vogel te cilat mund te diversifikojne ekonomine e zones rurale te Kryevidhidhit duke u fokusuar ne turizem. Rekomandime Per planifikimin dhe perdorimin e tokes jane te rendesishme per tu marre ne konsiderate aspektetet e meposhtme
  • 57. 57 · Ka nevoje te ngutshme per nje plan te detajuar dhe mbeshtetje insitucionale per te siguruar kontekstin relevant dhe zhvillimin e instrumenteve per gjenerimin e punesimit, zhvillimit te infrastruktures, dhe sigurimin e sherbimeve per zhvillimin e turizmit.; · Modeli i zhvillimit per projektete turistike do te lejonte optimizimin e mjedisit rrethues. Nje gje e tille do te mund te behej duke marre ne konsiderate k artakteristikat dhe cilesine mjedisit nga njera ane dhe volumit e shperndarjes se zhvillimeve te propozuara nga ana tjeter. Rendesia e shkalles, profilit, dhe mases se ndertimeve duhet marre gjithashtu ne konsiderate pa shkaktuar deme ne mjedis; · Persa i perket identitetit, ka nevoje qe te ruhet autenciteti i shtepive rurale me fokus ne: - Perdorimin e materialeve autentike, si tulla, avlli, arkitekture lokale, etj. - Promovimin e restoracionit dhe demonstrimit te projekteve, me fokus ne rigjenerimin e mjedisit urban - Nevojen per nje trajtim multi-disiplinar te problemeve qe lidhen me turizmin. · Planifikimi i turizmit duhet bere duke u bazuar tek kritere te cilesise dhe integrimit te harmonizuar mes turizmit dhe mjedisit, nje mase qe duhet te kete rendesi te madhe ekonomike, strategjike dhe politike.9.3. InfrastrukturaInfrastruktura konsiderohet gjithmone si diçka e realizuar dhe ndikon ne produktin turistikpersa kohe qe mungesat e saj behen te dukshme dhe evidente. Persa i perket kerkesave perzhvillimin e infrastruktures, realizimi i nje programi te menaxhimit te mbeturinave eshte tejet irendesishem. Per zhvillimin e infrastruktures nevojitet angazhimi i sektorit privat dhe publikper zhvillimin e metejshem te Spillese si destinacion turistik. Per me teper, me rritjen endergjegjesimit te vizitoreve mbi vlerat e larta mjedisore te zones, Spilleja fiton edhe meshume avantazhe konkuruese. Rikonstruksioni i plote i rruges qe lidh korridorin kombetar tejugut te Shqiperise me fshatrat e komunes ne fillim te sezonit turistik, do te sjelle avantazhete medh per aktivitet turistike ne rajon. Sidoqofte rikonstruksioni i disa rrugeve lokale qelidhin produktin kryesore turistik perfaqeson nje tjeter sfide per autoritetet e komunes. Nderrruget me te rendesishme per t’u rikonstuktuar jane: · ajo qe lidh fshatin e Spillese me Keshtjellen e Bashtoves; dhe · rruga qe lidh vendin e propozuar per kamping me rulot. Fondi Shqiptar i ZhvillimitRekomandimeStrategjia qe inkurajon levizje me te madhe te vizitoreve, dhe qe parashikon zhvillimin eturizmit bregdetar dhe rural, karavanet dhe pushimet me interes te veçante kerkon investimene sinjalistiken turistike dhe menaxhimin e trafikut.
  • 58. Plani i Zhvillimit Lokal - Komuna Kryevidh 58 · Sinjalistika – duhet zhvilluar ne menyre te gjithanshme dhe te integruar, duke iu pergjigjur normave turistike nderkombetare. · Rruget per kembesoret - shtigjet, sheshet, parqet, siperfaqet e gjelbra, aksesi drejt detit dhe vendeve te rendesishme duhen integruar dhe rregulluar per t’i krijuar pervoja me te mira dhe mbreselenese per vizitoret. · Manaxhimi trafikut, veçanerisht ne zonen e fshatit dhe ne mjediset me dendesi me te madhe vizitoresh kerkon vemendje ne te ardhmen. Masat qe mund te merren ne kete drejtim si p.sh. aplikimi i pagesave per hyrjen e makinave ne zonen e plazhit, parkimi i autobusave, caktimi i zonave strikte ku nuk lejohet parkimi jane te nevojshme per çlirimin e ngjeshjeve dhe permiresimin e mjedisit per vizitoret, banoret rezidente dhe bizneset lokale. 9.3.1. Plazhet Zona e Spillese eshte e shquar per cilesine e plazheve te saj. Me rritjen gjithnje e me te madhe te kerkesave te vizitoreve per plazhe te pastra aplikimi dhe zbatimi i Etiketes Kombetare Mjedisore. (EKM) duhet te jete nje objektiv prioritar. Figura 3: Pamje nga plazhi i Spillese 3 9.3.2. Permiresimi urban Krijimi dhe zbatimi i programeve te permiresimit ambiental per territorin e komunes duhet te jete nje prioritet per artikitekturen dhe vlerat estetike te zones. Sa me mire te mund te permiresohen mjediset para dyqaneve egzistuese te zones duke i zbukuruar me lule dhe elemete te tjere dekorative, aq me atraktive do te behen ato per vizitoret.
  • 59. 599.4. Shperndarja hapesinore e turizmitKarakteristikat e zones ofrojne kapacitete te mjaftueshme per shperndarjen e turizmit ne tegjithe territorin e komunes. Fshati i Spillese do te vazhdoje te jete “thithesi” kryesor ivizitoreve per shkak te fasiliteteve, atraksioneve dhe sherbimeve qe ofron. Elementet emeposhtem pershkruajne atraksionet kryesore te zones ne kontekstin e strategjise sepropozuar per zhvillimin e turizmit.Fshati i Spillese: Fshati do te vazhdoje te terheqe turiste te cilet deshirojne te perjetojneB&Bs, shtepite e mikut dhe llojet e tjera te hoteleve familjare. Me nje rritje te numrit teturisteve ne zone, sfide kryesore per te ardhmen mbetet permiresimi i pamjes dhe iatraktivitetit te qendres se fshatit duke ruajtur pamjen dhe karakterin lokal. Per kete arsyeduhen pergatitur plane fizibiliteti per restaurimin e jashtem dhe meremetimin e shtepive tecilat kane pamje me te dukshme. Inkurajimi i zhvillimit te rrjetit tregetar me ate te kateringutne zonen e plazhit, duhet konsideruar prioritet per komunen ne te ardhmen.Plazhi i Spillese: Plazhi do te vazhdoje te sherbeje si atraksioni kryesor i turisteve ne zone.Permiresimi i zones qe lidh territorin e komunes me korridorin kombetar te jugut do tepermiresoje aksesin e turisteve qe duan te vijne ne plazh, bashke me rritjen e numrit temakinave dhe te nevojes per parkim. Prandaj, ne dallim nga zonat e aferta te Gjirit teDurresit dhe te Golemit, plazhi i Spillese duhet te ruhet nga zhvillimi i pakontrolluar dukeofruar hotele dhe motele te vegjel, kampingje dhe karavane dhe pergjithesisht zhvillime neshkalle te vogel. Fasilitetet e nevojshme turistike qe lidhen me plazhin si p.sh. sportet ujore,ecjet neper zonen e bregut, duhen stimuluar per t’u zhvilluar ne te ardhmen, bashke memundesite e psonisjes dhe te kateringut.Fshatrat e komunes: Restoracioni i mjedisit rrethues ne fshatrat e komunes, permesrivitalizimit te dyqaneve dhe objekteve te tjera tregtare duhet te jete prioritet i komunes ne teardhmen. Fshatrat kane nevoje te krijojne nje qender me stil dhe arkitekture vendase, dhemundesi te zhvillimit te objekteve publike.Kalate e Bashtoves dhe te Turres: Keto monumente kulturore te cilat mund te Turres:kombinohen me aktivitetetin e ecjes dhe shetijeve ne natyre, jane shume potenciale per teterhequr me shume vizitore ne te ardhmen. Rivitalizimi i tyre, i mbeshtetur nga guidat lokale,se bashku me prezencen e projekteve te ndryshme artizanale dhe te suvenireve, si dhe Fondi Shqiptar i Zhvillimitorganizimi i evenimenteve te ndryshme kulturore do te perbenin apele te fuqishme perturistet ne te ardhmen.
  • 60. Plani i Zhvillimit Lokal - Komuna Kryevidh 60 9.5. Zhvillimi i burimeve njerezore Si industri e sherbimeve, cilesia e pervojes turistike varet ne menyre te konsiderueshme nga sjellja e punonjesve qe nderveprojne me vizitorin. Sfida me te cilen ballafaqohen te gjitha destinacionet turistike eshte garancia qe te gjitha procedurat dhe mekanizmat e percjelljes jane funksionale per te siguruar konsistence ne standartet dhe sherbimet qe I ofrohen vizitorit. Suksesi varet si nga personeli menaxhues, ashtu edhe nga personeli qe eshte ne kontakt te drejperdrejte me vizitorin. Prania e personelit te trajnuar mire perben nje burim te çmuar per zhvillimin e turizmit. Industria e turizmit ne komunen Kryevidh ballafaqohet me nje numer sfidash, si p.sh. permiresimi i nivelit te sherbimit, rritja e numrit te personave te trajnuar, migracionin e te rinjve ne qytetet e medha, etj. Arsimi profesional dhe trainimi ne te gjitha nivelet jane faktore shume te rendesishem ne zbatimin e programit te sigurimit te cilesise. Zhvillimi i vazhdueshem i burimeve njerezore perben nje aspect, i cili kerkon kryerjen e investimeve nga sektori privat. Rekomandime · Nevoja e organizimit te nje serie seminaresh per pronaret e hoteleve te zones, menaxheret e hoteleve dhe te restoranteve perben nje nevoje urgjente. Keto seminare do te duhet te fokusohen ne sfiden se si mund te plotesohen me mire nevojat e tregjeve te reja duke iu referuar “praktikave me te mira” ne destinacionet konkuruese; · Tok me Shoqaten Shqiptare te Turizmit dhe Universitetin Evropian per Turizmin pergatitja e moduleve te trajnimit per stafin qe punon ne hoteleri dhe restoranteri duhet te filloje sa me shpejt te jete e mundur; · Gjithashtu duhen marre ne konsiderate programet e trajnimit per guida turistike per individe te veçante me njohuri mbi zonen. 9.5.1. Sherbimet e Informacionit Turistik Ne çdo destinacion turistik ofrimi i nje sherbimi cilesor informues mund te rrise ndjeshem perjetimin e vizitorit. Kerkimet ne kete fushe kane treguar qe informacioni i ofruar ne menyre profesionale dhe ne vend, influencon pozitivisht ne sjelljen e turistit persa I perket koheqendrimit te tij dhe nivelit te parave te shpenzuara. Rekomandime · Do te ishte pozitive krijimi i vendeve ku mund te afishohet vete - informim nga vizitoret ne pika te caktuara ne zones; · Duhet marre ne konsiderate krijimi i zyres se informacionit turistik ne hyrje te fshatit te Spillese, ku ka dhe densitet me te madh te vizitoreve; · Duhet paraqitur sistemi i sinjalistikes turistike; dhe · Duhet rekrutuar nje rrjet vullnetaresh qe mund te sherbejne si guida turistike.
  • 61. 6110. MENAXHIMI DHE ORGANIZIMI10.1. MenaxhimiKuadri rregulluesFushat kryesore te zbatimit te ligjit qe percaktojne cilesine dhe qendrueshmerine e produktitturistik jane planifikimi dhe kontrolli mbi mjedisin, te shoqeruara me marken e cilesise dhekriteret e klasifikimit.RekomandimeZbatimi rigoroz i kontrollit mjedisor, mbi ndertimet publike dhe private eshte shume inevojshem per te siguruar qendrueshemerine e zones si destionacion turistik.StimujtZbatimi i strategjise se propozuar nuk mund te realizohet pa investime qofte ne sektorinpublik, ashtu edhe ne ate privat. Pervojat e vendeve te tjera ne kete drejtim kanedemostruar perfitimet nga lehtesirat ne ivestime si instrumente te rendesishme per: · Stimulimin e investimeve ne sektorin privat; · Terheqjen e kapitaleve ne sektorin turizmit; · Inkurajimin e rifutjes ne qarkullim dhe zgjerimit te investimeve; · Garantimin e nje fleksibiliteti me te madh per t’iu pergjigjur situatave problematike, ose tendencave ne rritje.Zakonisht, stimujt ne investime perfshihen ne kategori te tilla si - grante; kredi “te buta”,ose te subvencionueshme; si dhe stimuj te tatim-taksave. Stimujt qe u referohen tatim-taksave jane pergjithesisht me efektive ne stimulimin e investimeve, dhe pergjithesisht meatraktive per qeverite. Fondi Shqiptar i ZhvillimitRekomandimeKomuna mund t’i propozioje per miratim nje skeme insentivash qeverise e cila mund teperfshije: · Kreditimin e kapitalit financiar per bizneset; · Lehtesira tatimore, ose subvencionime per shpenzimet e marketingut dhe te trainimit te fuqise punetore;
  • 62. Plani i Zhvillimit Lokal - Komuna Kryevidh 62 Eshte e rekomandueshme gjithashtu paraqitja e mekanizmave financiare stimulues per arritjen e objektivave strategjike si p.sh: · Rikonstruksioni dhe rregullimi i akomodimeve private per vizitoret; · Zhvillimi i produkteve te reja specifike; · Permiresimi i mjedisit; · Investimet ne “atraksionmet”, te cilat gjykohen shume te deshirueshme nga vizitoret dhe te mundshme per tu realizuar dhe · Investiment ne marketing dhe zhvillimin e burimeve njerezore. Perzgjedhja e masave specifike duhet te jete ne funksion te pershtatshmerise, efektivitetit, dhe eficences administrative te komunes. 10.2. Menaxhimi i Tranzicionit Konsiderata me e rendesishme ne realizimin e tranzicionit eshte perputhja e kerkeses me oferten. Eshte shume e rendesishme qe oferta (lloji, cilesia dhe sasia) te te gjithe elementeve qe formojne produktin turistik te Spillese te zhvillohen ne menyre te qendrueshme. Eshte gjithashtu shume e rendesishme qe kerkesa per zona turistike te perputhet me zhvillimin e produktit qe kerkohet nga strategjia. Per te bere te mundur realizimin e simetrise se siperpermendur eshte i nevojshem menaxhimii elementeve te shumefishte qe balancojne kerkesen dhe oferten ne turizem. Rekomandime Fazat e zbatimit Zbatimi i suksesshem strategjik kerkon qe ndryshimi I propozuar te jete gradual, ose i ndare ne faza. Keto faza mund te konsiderohen si tre periudha te veçanta kohore: - Faza I - viti 2009 shenon adoptimin e strategjise; - Faza II - vitet 2010-2012; - Faza III – periudha nga viti 2012 deri ne vitin 2014. · Proçesi i zbatimit Ne proçesin e menaxhimit te implementimit nevojitet te merren parasysh tre faktore integral qe jane: - Komunikimi i strategjise tek te gjithe aktoret ne menyre qe te kete nje kuptim dhe pranim te gjere te asaj qe synohet te arrihet; - Identifikimi i aktoreve kryesore dhe i roleve perkates per zbatimin e strategjise; - Krijimi i struktures se pershtatshme per mbeshtetjen dhe zbatimin te strategjise.
  • 63. 63Per zbatimin e strategjise eshte e nevojsshme nje planifikim i detajuar i saj.10.3. Strukturat OrganizativeMenaxhimi dhe zbatimi i strategjise mund te lehtesohet ndjeshem nese do te kete njestrukture te pershatshme organizative funksionale. Kompleksiteti i industrise se turizmit dherrethi i gjere i interesave te aktoreve te perfshire ne kete sektor, diktojne nevojen e krijimit tepartneritetit publik-privat me qellim lehtesimin e proçesit te planikimit, koordinimin dhezbatimin e strategjise se turizmit. Shembujt e praktikave pozitive ne vende te tjera,evidentojne nevojen e perfshirjes se te gjithe aktoreve ne nje partnerit efektiv sektor publik –sektor privat.Per kriijimin e nje partneriteti te tilla rekomandohen strukturat e meposhtme:Keshilli i Komunes Kryevidh. Ky organ do te luaje rolin drejtues permes hartimit te Komunespolitikave qe do te informojne te gjithe aktoret rreth vendimeve qe do te merren ne lidhje meturizmin. Keto politika duhet te krijojne gjithashtu shtysa per krijimin e strukturave te reja tenevojshme per zbatimin e strategjise. Per te qene ne gjendje per te permbushur rolin e tijmund te jete e nevojshme riorganizimi i struktures organizative te komunes per te garantuarrritjen e kapaciteteve ne perputhje me kerkesat qe shtron mjedisi i jashtem komercial.Zbatimi i strategjise lidhet me realizimin e shume detyrave komplekse dhe te veshtira. Per tegarantuar implementimin e tyre, eshte e nevojshme krijimi i lidershipit novator dhekompetent ne vendimarrje nga perfaqesuesit e autoriteteve lokale ne bashkepunim tengushte me sektorin privat.Shoqata e Hoteliereve te Spillese. Si organizate qe bazohet ne komunitet, kjo shoqatemund te inkurajoje dhe te mbeshtese iniciativat e zhvillimit te turizmit per te nxitur zhvillimin eturizmit ne zone. Roli dhe aktivitetet e saj duhet te perfshijne aktoret publike dhe private sidhe vullnetaret dhe perfaqesuesit e komunitetit. Nese kjo shoqate do te jete funksionle, ajomund te konsiderohet si partnere e shoqatave me te medha te ngjashme me te si p.sh.Shoqata Shqiptare e Turizmit (ATA), e cila perfshin mbi 120 anetare ne sektoret eakomodimit, restoranterise dhe agjencite e udhetimeve.Njesia per Zhvillimin e Turizmit. Kjo njesi duhet te funksionoje brenda organogrames Turizmit.se komunes dhe duhet te perfshije perfaqesues nga stafi i komunes dhe sektori privat. Disanga detyrat e kesaj njesie mund te jene: Fondi Shqiptar i Zhvillimit- Krijimi i prioriteteve dhe identifikimi i tregjeve turistike te territorit;- Lobimi tek qeveria qendrore mbi çeshtjet qe lidhen me turizmitn si p.sh kuadri rregullues, investimet, çeshtjet e planifikimit dhe ato mjedisore, etj;- Monitorimi i zbatimit te Planit te zhvillimit te Turizmit per Komunen Kryevidh;- Marketingu dhe monitorimi i iniciativave specifike te lidhura me zhvillimin e produktit, menaxhimin mjedisor, marketing promocionin, ofrimin e sherbimeve cilesore, dhe- Vleresimi i arritjeve dhe i synimeve te caktuara.
  • 64. Plani i Zhvillimit Lokal - Komuna Kryevidh 64 Sektori privat. Asnje lloj planifikimi mbi pjesen e investimeve publike nuk mund te çoje drejt krijimit te avantazheve konkuruese ne turizem pa patur koordinim te ngushte me sektorin privat ne kete proçes. Fushat kryesore te zhvillimit perfshijne: · Zhvillimin dhe novacionin e produktit: Barra kryesore per zhvillimin e produktit dhe te sherbimeve turistike per tregjet e synuara dhe segmente te vecanta te tyre, i bie sektorit privat. Prandaj ky proçes duhet te mbeshtetet nga standarte te pershtatshme per zhvillimin e lehtesirave te turizmit dhe do te kerkoje edhe inpute nga konsulentet e perfshire ne zhvillimin e produktit dhe te sherbimeve me nje identitet specifik te veçante. · Marketingu dhe Shitjet: Ka nje nevoje urgjente per industrine qe te rishikoje aftesine e saj ne fushen e marketingut dhe te shitjeve. Kalimi nga varesia nga tregjet masive drejt atyre te segmentuara, kerkon posedimin e teknikave te nevojshme te marketingut. Nje gje e tille kerkon perdorimin e teknologjive bashkekohore ne zhvillimin e programeve te permbushjes se kerkeses se konsumatorit permes formave direkte dhe indirekte te marketingut. · Cilesia e sherbimeve te ofruara: Per industrine e turizmit ne rajon eshte e nevojshme rritja e nivelit te kompetences ne fushen e menaxhimit te burimeve njerezore per te transmetuar permes saj nje kulture cilesore ne ofrimin e sherbimeve. Turizmi ne rajon duhet te coje drejt programeve te certifikimit te cilesise, qe synojne identifikimin dhe certifikimin e praktikave bashkekohore te perparuara si kusht per arritjen e avantazheve te turizmit te qendrueshem. · Perfshirja e Komunitetit Lokal Komunitetit Lokal Rolet dhe prioritetet e autoriteteve lokale dhe te grupeve te komunitetit perfshijne: - Edukimin e popullsise lokale dhe realizimin e programeve te ndergjjegjesimit; - Mbrojtjen e mjedisit lokal, promovimin e iniciativave mbrojtese te tij; - Promovimin e identitetit lokal / rajonal; - Stimulimin e iniciativave te zhvillimit te produktit lokal ne partneritet me sektorin privat; - Ofrimin e sherbimeve per vizitoret; dhe - Promovimin e traditave mikpritese te zones.
  • 65. 65REKOMANDIME PER ZHVILLIMIN E BREGDETIT NEREKOMANDIMETERRITORIN E KOMUNES KRYEVIDHTERRITORIN KOMUNES KRYEVIDHRekomandime dhe nevoje per masa urgjenteAnaliza e kontekstit te zhvillimit fizik, mjedisor, institucional dhe human qe eshte paraqiturne kete studim, synojne ne indentifikimin e pengesave kryesore dhe te mundesive perarritjen e objektivave per zhvillimim turizmit ne Komunen Kryevidh. Bazuar ne kete analize,me poshte jepen disa rekomandime per t’u marre ne konsiderate nga autoritetet ekomunes dhe aktoret e tjere.Persa i perket urgjences, masat mund te rekomandohen si: urgjente, afat-shkurtra, afat-mesme dhe afat-gjata.Duke iu referuar shkalles se zhvillimit potencial te turizmit ne bregdetin Spillese, masat emeposhtme jane te rekomandueshme per t’u marre ne konsiderate: 1. Rripi bregdetar prej 200 m nga deti duhet shpallur si zone bregdetare veçanerisht e mbrojtur dhe me nje rendesi te veçante per komunen. 2. Çdo ndertim turistik brenda zones se mbrojtur mund te kryhet, vetem pas miratimit te planit rruegullues per zonen. Perjashtim nga ky rregull mund te behet vetem brenda zones urbane te fshatrave te komunes. Qellimi i pergatijes se planit te detajuar eshte percatimi i sistemit te hapesirave te perbashketa, duke perfshire sistemin e rrugeve dhe sherbimet mbeshtetese te infrastruktures. 3. Ndertimi i objekteve turistike brenda zones se mbrojtur mund te kryhet vetem pasi hapesirat publike, te nenkategorizohen ne sistem rrugore, siperfaqe te gjelbra, ne varesi te kerkesave te planit urbanistik. 4. Te gjitha ndertimet turistike dhe rezidenciale nuk duhen lejuar te ndertohen Fondi Shqiptar i Zhvillimit ne largesi me te vogel se 100 m nga vija e ujit. Brenda kesaj hapesire, i ntervenimet e mundshme mund te perfshijne: hapesirat publike, zonat rekreative, sherbimet ambulatore dhe ato zbavitese turistike, si dhe infrastrukturen e nevojshme bregdetare, (rruget dytesore, sheshet e parkimit, etj.)
  • 66. Plani i Zhvillimit Lokal - Komuna Kryevidh 66 5. Ndertimet rezidenciale brenda zones se zhvillimit te turizmit nuk duhen lejuar. Nuk duhen dhene leje per ndertimin e ndertesave dhe apartamenteve, te cilat ne shumicen e rasteve perfundojne si objekte per tregun e pasurive te paluajtshme. 6. Duhen marre masa per te mos lejuar perhapjen e ndertimeve pergjate plazhit te Sipllese, siç ka ndodhur vitet e fundit ne Plazhin e Durresit dhe te Golemit. Plani urbanistik ne nivel komune duhet te ofroje kritere te qarta, mundesisht te matshme, duke iu referuar madhesise se ndertimeve egzistuese, siperfaqes se tokes ne administrim te komunes, si dhe parashikimeve mbi zhvillimet turistike ne te ardhmen. Masa te tilla duhet ta mbrojne zonen bregdetare te Spillese nga ndertimet e pakontrolluara, duke garantuar nje balance te kerkeses dhe ofertes per troje ndertimi 7. Brenda proçesit te planifikimit urban duhen zhvilluar metodika per vleresimin e gjendjes se objekteve te trashegimise kulturore dhe natyrore, te cilat mund te vihen ne rrezik nga zhvillimet e mundshme turistike. Keto vlera, veçanerisht ato te ekosistemit te Spillese perfaqesojne nje atraksion te rendesishem per industrine turistike, ndaj dhe duhen ruajtur dhe administruar me kujdes. 8. Turizmi ne Spille nuk duhet lejuar qe te shnderrohet ne nje sektor super dominant ne zhvillimin ekonomik te zones. Bujqesia dhe peshkimi, te shoqeruara me industrite perkatese perpunuese, nje sektor i forte sherbimesh, veçanerisht ai tregtar i kombinuar ne bizneset e turizmit, ofrojne balance me te mire per diversitetin ekonomik. 9. Zhvillimi masiv i turizmit qe shpesh mundesohet nga investitoret e huaj ka provuar te shoqerohet me demtime serioze mjedisore, ekonomike dhe sociale. Nga ana tjeter zhvillimi dominant i turizmit nga investitoret e huaj sjell nje transferim te konsiderueshem te fitimeve jashte vendit. Ne te kundert, nje rritje e ngadalshme me zhvillime ne shkalle te vogel dhe me nje perfshirje te konsiderueshme te investimeve lokale ofron nje mundesi shume me te mire ne pershtatjen me kushtete egzistuese. Kjo forme sjell gjithashtu nje perfshirje me te madhe te aktoreve vendas, çka shoqerohet me nje integrim dhe kthim me te shpejte te perfitimeve per komunitetin lokal.
  • 67. KU STRATEGJIK 11. KUADRI STRATEGJIK – PERMBLEDHJA 67 E PLANIT TE VEPRIMIT Kostoja e Pergjegjesi Ref. Aktivitetet Koha Rezultati Partneret parashikuar 1 Kryesor 1. Menaxhimi i proçesit 1.1 “Pasqyrimi i vizionit” tek te gjjithe aktoret 2009 Gjetja e mirekuptimit dhe e Komuna Te gjitjhe (lokal / rajonale /kombetare) mbeshtetjes nga sektoret Kryevidh - Informime / takime - Private - Publicitet ne media - Publike - Vullnetaret Programe prioritare 1.2 Krijimi I zyres per zhvilimin e turizmit Grup i vogel keshillimor aktoresh (nga sektori 2009 Plani vjetor I punes Komuna Zyra per Zhvillimin publik dhe privat) te cilet mund te kontribojne ne Identifikim I projekteve prioritare Kryevidh e Turizmit zhvillimin e strategjise se turizmit) Identifikimi mundesive te finacimit Takime te grupit ne periudha 3 dhe 6 mujore Facilitim ne pergatitjen e projekteve 1.3 Monitorimi i planit te punes 3-mujor Rishikim i progresit Komuna Zyra per Zhvillimin Rifreskim I detyrave per te ardhmen. Kryevidh e Turizmit 1 Kjo kolone permban parashikime te peraferta vetem per propozimet per nderhyrje ne infrastrukture, aktivitetet promocionale dhe te marketing-promocionit.Fondi Shqiptar i Zhvillimit
  • 68. Plani i Zhvillimit Lokal - Komuna Kryevidh Kostoja e Pergjegjesi Ref. Aktivitetet Koha Rezultati Partneret parashikuar 2 Kryesor 2. Programi Strategjik per Zhvillimin e Produktit 2.1 “Atraksionet e forta” 2.1.1 Zhvillimi i specifikimeve te produktit, permbledhja e 2009-2014 Rritja e interesimit per atraksione te reja Komuna Agjencite Publike propozimeve per investime dhe I modeleve te ne trashegimin kulturore, zbavitje, Kryevidh operimit. sherbime, etj. Komuna Prioritizim i kampingut te karavaneve dhe I Kryevidh zhvillimeve ne bregdet. Prioritizim I investimeve per pjesen e Bizneset Lokale te brendshme te Keshtjelles se Bashtoves. Turizmit Ofrimi I produktit per zvbavitje dhe argetime per veren e vititn 2010. 2.1.2 Prioritizimi dhe kategorizimi sipas burimeve te 2009 + “Lista Prioritare” e projekteve te Komuna Task force Sektori Publik / financimit p.sh. finacim Sektor Publik-Sektor Privat mundshme per periudhen 2009-2014. Kryevidh privat 2.1.3 Dorezimi i programtit te zhvillimit te sektorit tek 2009 + Sigurimi i finacimeve per projektet publike Agjencite qeveritare Sektori Publik / agjencite donator dhe private. privat 2.2 “Atraksionet e buta” 2.2.1 Seminare per operatoret / partneret perspektive. 2009+ Nxitje e interesimit per pjesemarrje nga Komuna Te gjithel operatoret e biznesit Kryevidh 2.2.2 Prioritizimi dhe kategorizimi sipas burimeve te 2009+ financimit p.sh. finacim Sektor Publik-Sektor Privat Lista Prioritare” e projekteve te mundshme Sektori publik/ privat per periudhen 2009-2014 “ 2.2.3 Sherbime keshillimore te specializuara dhe 2010+ mbeshtetje nga sektori I biznesit Propozime nga komuniteti i biznesit FSHZH / Bankat2 Kjo kolone permban parashikime te peraferta vetem per propozimet per nderhyrje ne infrastrukture, aktivitetet promocionale dhe te marketing-promocionit. 68
  • 69. 69 Ref. Aktivitetet Koha Rezultati Pergjegjesi Partneret Kostoja e Kryesor parashkuar 2.3 Evenimente 2.3.1 Rivleresimi I mundesive per organzimin e festivaleve 2009+ Mbeshtetje ne vazhdim per evenimentet e Bizneset lokale dhe shfaqeve te ndryshme argetuese duke perdorur ndryshme egzistuese edhe konkurencen mes tyre. 2.3.2 Support culinary and cultural festivals and events to 2009+ Bizneset lokale become events of regional and national significance. Krijimi evenimenteve atraktive Organizatoret e shfaqjeve 2.3.3 Target nee event and events funding. 2009 + Zgjerim I kalendarit te shfaqjeve egzistuese dhe krijim I evenimenteve te Sektori publik- reja per vitin 2010-2012 Sektori privat 2.4 Hotelet 2.4.1 Hotelet egzistuese: inkurajim I zhvillimti te biznesit 2009-2014 Permiresim I stokut te njesive akomodues Komuna Shoqata e permes Produkte dhe sherbime me te mira dhe Kryevidh Hoteliereve te - Expozimit ndaj praktikave me te mira me te fokusuara Spillese / - Organizimit te semnarieve mbi tendencat e reja Rritje e kenaqesise se konsumatorit Inoversitetit dhe shererbimet per t’iu pergjigjur nevojave te Evropian per konsumatorit Turizmin, etj. - Sigurimit te keshillimit professional, mentorshipit, etj. 2.5 Shtepite e mikut dhe B&B-te 2.5.1 Zhvillimi I mtejshem I shtepive te mikut dhe i B&B-ve 2009+ Krijimi I sisitemit te regjistrimit dhe I Komuna Agjencite donator ne fshatin eSpillese dhe fshatrat e tjere te komunes. klasifikikmit te njesive akomoduese Kryevidh Ripozicioni I produktit me ne imazh te Permiresimi I mjediseve te perbashketa, si p.sh 2010+ permiresuar dhe vlere te shtuar 2.5.2 recepsion ambentet e ngrenies, etj. Marketing me efektiv dhe sisteme me efektive sherbimesh Programe per permiresimin e sherbimeve dhe te Permiresim I mikpritjes dhe i sherbimeveFondi Shqiptar i Zhvillimit
  • 70. Plani i Zhvillimit Lokal - Komuna Kryevidh2.5.3 martketingut 2010+ ndaj vizitoritRef. Aktiviitetet Koha Rezultati Pergjegjesi Partneret Kosotoja e Kryesor planifikuar3. Programi marketingut3.1 Kerkimi, zhvillimi dhe testimi I nje imazhi te ri 2009-2012 Pozicionimi i destinacionit ne tregje te reja Komuna Bizneset e Turizmit / promovues brenda dhe jashte vendit Kryevidh Agjencia kombetare - Percatimi i imazhit ne konteksti n e produktit dhe e Turizmit / Zyra e te strategjise se re. Turzimit ne bashki - Integirmi per maksimizomin e sinerigjise dhe eficencesper pozicionimin pergjate Adriatikut.3.2 Pergatitja dhe miremnbajtja e faqes se internetit - Zhvillimi I nje faqeje intenerti ne bashkepunim 2009+ Akses on-line per konsumatoret Komuna Bizneset e Turizmit 1,800 Euro me bizneset e turizmit qe do te ofroje Kryevidh dhe te IT se informacion dhe rezervime3.4 Organizim I fushatave promocionale Permiresim I efektivitetit dhe i eficences Komuna Bizneset e turizmit 20,000 Euro - Publicitete / Marredhenie Publike 2009+ Kryevidh dhe te marketingut - Materiale promocionale - Fushate marketingu - Pjesemarrjen ne panaire - Udhetime familjarizimi per gazetaret - Monitorim dhe vleresim vjetor3.5 Marketingu I intersave te veçante Penetrim ne segmentin e marketingut dhe Komuna AKT / ATA _ - Ekspolirm I natyres perfshirje e tur-operatoreve ne program. Kryevidh - Trashegimi kulturore 2009+ - Turizem rural - Peshkim - Aktivitete ne natyre3.5 Kryerja e vrojtimeve ne marketing mbi: - Profilin vizitoreve. Informacion dhe sherbime te permiresuara Komuna Zyrat e konsulences _ - Tregjet potenciale / segmente te ndryshme 2009+ Kryevidh se turizmit 70
  • 71. 71 Ref. Aktivitetet Pergjegjesi Partneret Kostoja e Koha Rezultati Kryesor planifiikuar 4. Programi I sigurimit te cilesise 4.1 Permiresimi i Mjedisit Kryevidh Agjencia Rajonale e 4.1.1 Programe per permiresimin e mjedisit urban te 2009-2012 Permiresim mjedisor I zones Commune- Mjedisit komunes. Sektori Privat 4.1.2 Seminare keshilluese dhe sherbime profesionale per 2010-2012 Restaurim i arkitektures vendase Kryevidh Universiteti te inkurajuar dhe ndihmuar pronaret dhe ndertuesit e Commune Evriopian per objekteve. Turizmin 4.2 Infrastruktura 4.2.1 Ndertimi I rruges prej 240 m qe lidh hyrjen e Spillese 2009-2010 Akses direkt ne plazh Komuna FSHZH 35,000 Euro 3 me vendin e propozuar per kamping me rulota. Kryevidh Ndertimi i Tualeteve dhe Bareve te hapura pergjate FSHZH 4.2.2 plazhit 2009-2010 Permiresim I sherbimeve 10,000 Euro FSHZH Rehabilitimi I rruges qe lidh fshatin e Spillese me 4.2.3 Keshtjellen e Bashtioves 2010-2013 Akses drejt zonave te trashegimise Professional 55,000 Euro kulturore Services Instalimi I kolektorit per ujerat e zeza Tourism Businesses 4.2.4 2010+ Kolektor i permiresuar I ujerave te zeza 100,000 Euro Ndertimi i shtigjeve per ecje dhe biçiklizem Drejtoria e 4.2.5 2010+ Cikle turesh Pegjithshme e Programet e Menaxhimit te Trafikut Rrugeve 4.2.6 2009+ Reduktim I bllokimeve e trafik Parking I permiresuar3 Kjo eshte nje shifer e perafert e dhene nga nje ekspert rrugesh.Fondi Shqiptar i Zhvillimit
  • 72. Plani i Zhvillimit Lokal - Komuna Kryevidh Ref. Aktivitetet Koha Rezultati Pergjegjesi Partneret Kostoja e Kryesor planifikuar 4.3 Program I menaxhimit te Plazhit 4.3.1 Aplikimi i etiketes kombetare mjedisore (EKM) Çdo vit Status I EKM Komuna Dhoma Shqipatere Kryevidh e Tregtise 4.3.2 Administrim I plazhit dhe program per pastrimin e tij Çdo vit Permiresim I pastertise dhe I administrimit Shoqata Shqiptare te plazhit e Turizmit 4.4 Zhvillimi I burimeve njerezore 4.4.1 Fushate per ndergjegjesimin e publikut 2010 + Mbeshteteje me e madhe per turizmin Komuna Task force / 15,000 Euro Kryevidh bisneset e turizmit / 4.4.2 Rritja e aftesive profesionale 2010 + Identifikim I nevojave per trajnim Universiteti Evropian per 4.4.3 Organizimn I kurseve te trajnimit Çdo vit Permiresimi sherbimit turistik turizmin 4.4.4 Ture te “praktikave me te mira” Çdo vit Permiresim I cilesise dhe I praktikave menaxhuese 4.5 Sherbimet e informacionit turistik 4.5.1 Ngritja e nje kioske per informacion turistik ne fshatin 2010+ Informacioin I permiresuar dhe cilesor Komuna Bashlkia e Kavajes/ 3, 000 Euro 4 Spille tuiristik Kryevidh Agjencia Kombetare 2010+ e Turizmit 4.5.2 Zhvillimi I metodave te reja te transmetimit te Rritje e profesionalizmit ne ofrimin e infiormacionit 2011+ sherbimeve te turizmit 4.5.3 Pergatija e vullnetareve dhe e guidave turistike4 Duke perfshire edhe materialet promocionale 72
  • 73. 73 Kostoja e Pergjegjesi Ref. Aktivitetet Koha Rezultati Partneret parashikuar 5 Kryesor 2. Programi Strategjikk per Zhvillimin e Produktit 2.1 “Atraksionete forta” 2.1.1 Zhvillimi i specifikimeve te produktit, permbledhja e 2009-2014 Rritja e interesimit per atraksione te reja Komuna Agjencite Publike propozimeve per investime dhe I modeleve te ne trshegimine kulturore, zbavitje, Kryevidh operimit. sherbime, etj. Komuna Prioritizim iI kampingut t karavaneve dhe I Kryevidh zhvillimeve ne bregdet. Prioritizim I investimeve per pjesen e Bizneset Lokale te brendshme te Keshtjelles se Bashtoves. Turizmit Ofrimi I produktit per zvbavitje dhe argetime per veren e vititn 2010. 2.1.2 Prioritizimi dhe kategorizimi sipas burimeve te 2009 + “Lista Prioritare” e projekteve te Komuna Task force Sektori Publik / financimite p.sh. finacim Sektor Publik-Sektor Privat mundshme per periudhen 2009-2014. Kryevidh privat 2.1.3 Dorezimi i programtit te zhvillimit te sektorit tek 2009 + Sigurimi i finacimeve per projektet publike Agjencite qeveritare Sektori Publik / agjencite donatore dhe private. privat 2.2 “Atraksionet e buta” 2.2.1 Seminare per operatoret / partneret perspektive. 2009+ Nxitje e interesimit per pjesemarrje nga Komuna Te gjithel operatoret e biznesit Kryevidh 2.2.2 Prioritizimi dhe kategorizimi sipas burimeve te 2009+ financimite p.sh. finacim Sektor Publik-Sektor Privat Lista Prioritare” e projekteve te mundshme Sektori publik/ privat per periudhen 2009-2014 “ 2.2.3 Sherbime keshillimore te specializuara dhe 2010+5 Kjo kolone permban parashikime te peraferta vetem per propozimet per nderhyrje ne infrastrukture dhe aktivitetetpromocionale dhe te marketing-promocinit.Fondi Shqiptar i Zhvillimit
  • 74. Plani i Zhvillimit Lokal - Komuna Kryevidh mbeshteteje ngfa sektori I biznesit Propozime nga komuniteti i biznesit FSHZH / Bankat2.3 Evenimente2.3.1 Rivleresimi I mundesive per organzimin e festivaleve 2009+ Mbeshtetje ne vazhdim per evenimentete Bizneset lokale dhe shfaqhecve te bdryshgne argetuese duke e ndryshme agzistuese perdoru edhe konkurencen mes tyre.2.3.2 Support culinary and cultural festivals and events to 2009+ Bizneste lokale become events of regional and national significance. Krijimi evenimenteve atraktive Organizatoret e shfaqjeve2.3.3 Shinjestrimi i eventeve te reja 2009 + Zgjerim I kalendarit te shfaqjeve egzistuese dhe krijim I evenimenteve te Sektori publik- reja per vitin 2010-2012 Sektori privat2.4 Hotelet2.4.1 2009-2014 Permiresim I stokut te njesive akomodues Komuna Shoqata e Hotelet egzistuese: inkurajim I zhvillimti te biznesit Produkte dhe sherbime me te mira dhe me Kryevidh Hoteliereve te permes te fokusuara Spillese / - Expozimit ndaj praktikave me te mira Rritje e kenaqeise se konsumatorit Inoversitetit - Organizimit te semnarieve mbi tendencat e reja Evropian per dhe shererbimet per t’I pergjigjur nevojave te Turizmin, etj. konsumatorit - Sigurimit te keshilimit professional, mentorshipit, etj.2.5 Shtepite e mikut dhe B&B-te2.5.1 2009+ Kriji I isitemit te regjistrimit dhe I Komuna Agjencite donatore Zhvillimi I mtejshem I shtepive te mikut dhe i B&B- klasifikikmit te nejsive akomoduese Kryevidh nene fshation eSpillese dhe fshatrat e tjere te Ripozicicionii I prodiktit me ne imazh te komunes. 2010+ permiresuar dhe vkere te shtuar2.5.2 Marketing me efektiv dhe sisteme me Permiresimi I mjediseve te perbashketa, si p.sh efektive sherbimesh 74
  • 75. 75 recepsion ambentet e ngrenies, etj. Permiresim I mikpritjes dhe i sheerbimeve 2.5.3 2010+ nddasj viziorit Programe per permiresimin e sherbimeve dhe te martketingut 3. Programi marketingut 3.1 Kerkimi, zhvillimi dhe testimi I nje imazhi te ri 2009-2012 Pozicionimi i destinacionit ne tregje te rej Komuina Bizneset e Turizmit / promovues brdna dhe jashte vendit Kryevidh Agjencia kombetare - Percatimi i imazhit ne konteksti n e produktit dhe e Turizmit / Zyra e te srtategjise se re. Turzimit ne bashki - Integirmi per maksimimizomin e sinerigjise dhe eficencesper pozicionimin pergjate Adriatikut. 3.2 Pergatitja dhe miremnbajtja e faqes se internetit 2009+ Akses on-line per konsumatoret Komuna Bizneset e Turizmit 1,800 Euro - Zhvillimi I nje faqeje intenertit ne bashkepunim Kryevidh dhe te IT se me bizneset e turizmit qe do te ofroje informacion dhe rexzervime 3.4 Permiresim I efektivitetit dhe i eficences Komuna Bizneset e turizmit 20,000 Euro Organizim I fushatave promocionale 2009+ Kryevidh dhe te marketingut - Publicitete / Marredhenie Publike - Materiale promocionale - Fishate marketingu - Pjesemarrjen ne panaire - Udhetime familjarizimi per gazetaret - Monitorim dhe vleresim vjetor Penetrim ne segmentmin e marketiongut Komuna AKT / ATA _ 3.5 dhe perfshirje e tur-operatoreve ne Kryevidh Marketingu I intersave te veçante 2009+ program. - Ekspolirm I natyres - Trashegimi kulturore - Turizem rural - Peshkim - Aktivitete ne natyreFondi Shqiptar i Zhvillimit
  • 76. Plani i Zhvillimit Lokal - Komuna Kryevidh 3.5 Kryerja e vrojtimeve ne marketing mbi: Informacion dhe sherbime te permiresuara Komuna Zyrat e konsulences - Profilin vizitoreve. Kryevidh se turizmit _ - Tregjet potebnciale / segmente te ndryshme 2009+ 4. Programi I sigurimti te cilesise 4.1 Permiresimi i Mjedisit Kryevidh Agjencia Rajonale e 4.1.1 Programe per permiresimin e mjedisit urban te 2009-2012 Permiresim mjedisor I zonbes Commune- Mjedisit komunes. Sektori Privat 4.1.2 2010-2012 Restorimm i arkitektures vendase Kryevidh Universiteti Seminare keshilluese dhe sherbime profesionale per Commune Evriopian per te inkurajuar dhe ndihmuar pronaret dhe ndertuesit e Turizmin objekteve. 4.2 Infrastrustrukura 4.2.1 Ndertimi I rruges prej 240 m qe lidh hyrjen e Spillese 2009-2010 Akses direct ne plazh Komuna FSHZH 35,000 Euro 6 me vendin e propozuar per kamping me rulota. Kryevidh Ndertimi i Tualeteve dhe Barev te hapura pergjate FSHZH 4.2.2 plazhit 2009-2010 Permiresim I sherbimeve 10,000 Euro FSHZH Rehabilitimi I rruges qe lidh fshatin e Spillese me 4.2.3 Keshtjellen e Bashtioves 2010-2013 Akses drejt zonave te trashegimise Professional 55,000 Euro kulturore Services Instalimi I kolektorit per ujrat e zeza Tourism Businesses 4.2.4 2010+ Koletuar i permiresuar I ujrave te zeza 100,000 Euro Nderimi im hstigjeve per ecje dhe biçiklizem Drejtoria e 4.2.5 2010+ Cikle turesh Pegjithshme e6 This figure is a rough estimation provided by a roads construction expert. 76
  • 77. Traffic Management programs Rrugeve 77 4.2.6 2009+ Reduktim I bllokimeve e trafik Parking I permiresuar 4.3 Program I menaxhimit te Plazhit 4.3.1 Aplikimi i etiketes kombetare mjedisore (EKM) Çdo vit Status I EKM Komuna Dhoma Shqipatere Kryevidh e Tregtise 4.3.2 Adminisutrim I plazhti dhe program per pastrimin e tij Çdo vit Permiresim I pastertise dhe I administrimit Shoqata Shqipater te plazhit e Turizmit 4.4 Zhvillimi I burimeve njerezore 4.4.1 Fushate per ndergjegjesimin e publikut 2010 + Mbeshteteje me e madhe per turizmin Komuna Task force / 15,000 Euro Kryevidh bisneset e turizmit / 4.4.2 Rritja e aftesive profesionale 2010 + Identifikim I nevojave per trajnim Unioversiteti Evropian per 4.4.3 Organizimn I kurseve te trajnimit Çdo vit Permiresimmi sherbimit turistik turizmin 4.4.4 Ture te “praktikave me te mira” Çdo vit Permiresimm I cilesise dhe I praktikave menaxhueses 4.5 Sherbimet e informacionit turistik 4.5.1 Ngritja e nje kioske per infoamcion turistik ne fshatin 2010+ Informacioin I permiresuar dhe cilesor Komuna Bashlkia e Kavajes/ 3, 000 Euro 7 Spille tuiristik Kryevidh Agjencia Kombetare 2010+ e Turizmit 4.5.2 Zhvillimi I metodave te reja te transmetimit te Rritje e profesionalizmit ne ofrimn e infiormaionti 2011+ sherbimeve te turizmit 4.5.3 Pergatija e vullnetareve dhe e guidave turistike7 Including the production of simple promotional materialsFondi Shqiptar i Zhvillimit
  • 78. Plani i Zhvillimit Lokal - Komuna Kryevidh 78
  • 79. 79 Tourism Development Plan Commune of Kryevidh Fondi Shqiptar i Zhvillimit
  • 80. Plani i Zhvillimit Lokal - Komuna Kryevidh 80 T his tourism development plan for the Commune of Kryevidh was designed in the framework of “Community Works III” Project, financed by CEB (Council of Europe Development Bank) and implemented by ADF (Albanian Development Fund). The strategy is prepared by Europartner Development, the agency commissioned by Albanian Development Plan for preparation of this Tourism Development Plan.
  • 81. 811. INTRODUCTION1.1. Project Background.The Albanian Development Fund (ADF) has commissioned the EuroPartners Development toproduce the Tourism Development Plan for the Commune of Kryevidh. The preparation ofthe study will be enabled by Community Work Project III and funded by the Council ofEurope Development Bank. Its purpose is to assist the commune leaders in drafting adevelopment plan that will guide tourism development for the years 2009-2014. Thestrategy will be designed to assist in the realization of the considerable potentials for tourismdevelopment by providing a framework for the encouragement of public and private sectorinvestments through promoting sustainable coastal development in partnership with thelocal people, authorities and business.The coastal area of the Commune of Kryevidh (also known as Spilleja ecosystem) remainsone of the most valuable assets of the Adriatic Sea from both the development andenvironment point of view. With the population and pollution pressures concentrated largelyin the adjacent area of Golem and Durres, there are few coastal areas left underdevelopedof pristine along the whole Adriatic Sea. Therefore, integrated development planning is keyto the sustainable development of tourism and agriculture sectors, the two most promisingpillars for sustainable development of Kryevidh Commune.The fragile social and economic context in the coastal ecosystem of Spilleja and also thechaotic development in neighboring areas suggest that the current situation should beevaluated carefully and engage the public administration authorities and local communitiesin a conscientious effort for a strategic tourism planning which considers the effects of thefollowing: · Socio-economic and environmental impacts of current developments; · Balancing development demands on the territory to prevent the deterioration of tourist resources services and opportunities for development in the future; · Effective enforcement of the land use and building regulations; and Fondi Shqiptar i Zhvillimit · Need for protection of coastal resources of the commune critical to support the development of sustainable tourism.The Commune of Kryevidh finds itself in a privileged situation as it is endowed with one ofthe finest and least developed coast of the Adriatic Sea. Combined with emerging tourismdevelopment, this area has to benefit from bad experiences in the region and from
  • 82. Plani i Zhvillimit Lokal - Komuna Kryevidh 82 sustainable development principles. In addition to the methodological tools described in the section that follows, the translation of sound strategic principles into practical and community-acceptable measures, represents an added value for the proposed development plan of the commune. The preparation of the study will enable the representatives of Kryevidh Commune to react to identified tourism potential and be proactive in leading developments, in partnership with private sectors investors. It should also help Albanian and international funding agencies prioritize their investment in developing infrastructure for the region. The strategic plan produced should not totally constrain the commune authorities but will enable a flexibility of approach as circumstances change. 1.2. Project Purpose and Objectives The overall objective of the project is to prepare a strategic plan for tourism development for the Commune of Kryevidh. Output of the project will be the preparation of a tourism development plan which will be focused on: Socio-economic profile of the commune (describing the overall features of the area being studied, such as demographic data of the population, local economy, state of the environment and the presence of business activities in the studied area, etc.) Tourism Potentials, highlighting the distinctions of the setting, and its qualities regarding the natural and cultural heritage resources. Description of existing applied tourism type explaining what type of tourism is applied in the area and other relevant existing data. Situational Analysis: Based on gathered data, a SWOT Analysis related to tourism development will be conducted in close collaboration with local authorities, community and business representatives. Tourism Development Strategic plan which will address the further development of tourism in coastal area of Kryevidh including tourism possibilities that will be developed, local group involved, economic benefits new tourism products that need/can be developed, etc. Action Plans and the key actors that will be involve, timing and cost for each of them. All the above mentioned will be drawn in close collaboration with local groups and the commune representatives. The time horizon for Tourism Development Plan of Kryevidhi Commune is 5 years and will start at the time of its adoption by the commune authorities.
  • 83. 831.3. Study AreaThe plan preparation will cover the coastal ecosystem of Spilleja, laid down between therock formation of Bardhori area and river mouth of Shkumbin. It is 8 km long and isassociated with a very dense belt of pine trees and a formation of sandy dunes. Fondi Shqiptar i Zhvillimit Map No. 1 Study Area Legend: Beach Zone for Tourism Development Natural Forest X Culture Monument Spilleja village Dunes Bunkers Lagoon Agriculture Area Sand and Pebble Beach Wetlands Pine Forest Recreation and Ecotourism
  • 84. Plani i Zhvillimit Lokal - Komuna Kryevidh 84 Determining the areas of the study is an important task. It involves choosing a sufficiently zone to deal with all issues and activities that have an important impact on tourism development, but are of a reasonable size so that they can be analyzed in adequate detail. At the start of the assignment, a rapid review of the boundary area was made with the aim to analyze: · Physiographic features on the coastal villages that will be included in the development plan; · Economic/environmental interactions, important for the subsistence of coastal population; Taking into account the places with most considerable tourism potentials and the five year time span, the consultant suggest that the study area include: · The coastal plain of Spilleja with particular focus on Spilleja beach, which is 8 km long and averagely 30-40 m wide as showed by the Map No.1. · The associated belt of pine trees, which is the most important part of the ecosystem. · The Bashtova Castle, which represent a magnetic culture heritage site that can successfully be used for tourist purposes.
  • 85. 85 PROCESS, METHODOLOGIES2. PLANNING PROCESS, METHODOLOGIES TOOS AND TOOSThe EuroPartners Development undertook the preparation of tourism development plan forthe commune by conducting: · An initial detailed briefing by representatives of ADF; · Detailed desk research by the consultants aimed at reviewing relevant documents, data and published materials; · An initial field trip and a detailed survey of this tourist site in order to assess the potentials for tourism development; · Meetings with local authorities such as the Mayer, deputy Mayer , head of Urban Office, chairman of the Commune Council, and also representatives from the Ministry of Tourism, Culture and Sports, Ministry of Public Works and Territorial Planning, etc; · In-depth consultations were held with a wide representatives of the key stakeholders within the are, including community representatives, NGOs and local tourism business operators.The purpose of these meetings and consultations was to collect more detailed informationabout the socio-economic profile of the commune, its potential economic sectors, currenttourism developments, urban plan, infrastructure requirements, etc.In addition, an assessment of internal and external environment affecting the tourismdevelopment through collecting input from internal and external stakeholders of KryevidhCommune regarding the future development. The organizing framework for conductingsuch assessment was the instrument of SWOT Analysis.Upon the signature of the contract the consultant, supported by ADF representatives,undertook a rapid assessment in the study area with the purpose of: Fondi Shqiptar i Zhvillimit · investigating, identifying and evaluating the tourism activities in the tourist area; · recommending the most appropriate methodology and tools for preparation of the study.
  • 86. Plani i Zhvillimit Lokal - Komuna Kryevidh 86 From the assessment it was clear that there is a: · Lack of infrastructure and poor sanitation standards. The main roads linking the commune with the national road corridor are in a very bad conditions and not suitable for tourism purposes. · Lack of urban planning and functional zoning. · Relatively well preserved land, nature resources and valuable landscapes along the coastal area of Spilleja and Greth villages.
  • 87. 87 TOURISM DEVELOPMENT STRATEGIES3. TOURISM DEVELOPMENT STRATEGIES3.1 Assessment of Tourism Development Reports for AlbanianAdriatic CoastAs part of background analysis made in this chapter, four tourism development reports wereanalyzed. A brief summary of them is presented below:3.1.1. Tourism Development Strategy in Albania, 2002-2012This study prepared by the Ministry of Territory Adjustment and Tourism with technical andfinancial support of GTZ, represents a general master plan for tourism development inAlbania. The strategy aimed to: · Construct 50 hotels and create 10000 new tourist beds on Adriatic Coast till the end of 2012. · Increase “private rooms” by 34%, 1 and 2 stars hotels by 15%, 3 stars by 25%, 4 stars by 20 % and 5 stars by 6 %. · Increase the overnights of international tourist in the long term by 50 % for sun and sand stays, 25% for business and 25 percent for convention tourism. · 40 % of overnights will originate from Western European counties, mainly from Germany, UK, and Scandinavia, 30 % from Southern European markets (Greece, Macedonia, Kosovo) and 20 % from Poland and Russia. The main strategic orientations are related with: · Competitors, Croatia, Montenegro, Bulgaria, Greece, Cyprus and Turkey. · The international focus is to capitalize on “niche market|” with focus on sun and sand beach tourism on the long term. · Price oriented families between 28 to 45 years with children and young Fondi Shqiptar i Zhvillimit couples. · Positioning: “Albania known as an interesting new tourism destination at the Mediterranean Sea with value for money packages”More specifically, in regard to regional tourism development and accommodation for sunand beach tourism, for the Spilleja area it is planned the construction of beach hotels, threeand four star category in a large scale setting.
  • 88. Plani i Zhvillimit Lokal - Komuna Kryevidh 88 3.1.2. Tourism Sector Strategy 2007-2013 This document was prepared in line with the objectives of the Albanian Government for coordinating the strategies of different sectors of the economy. It also aims to upgrade the output of the above mentioned strategy and its coordination with the Strategy and Action Plan for the Development of Natural and Environmental Tourism, prepared by UNDP . One of the main objectives of this strategy is achieving a geographical balance in distributing the tourist activities all over Albania. Regarding the tourism development along the Adriatic Sea, the strategy points out that the development should be rigorously controlled, in accordance with existing legal framework. Due to the plain terrain it is recommended the construction of low-rise hotel resorts and tourist villages will blended in to the surrounding environment. Other types of development could be the constructions of camping sites and caravans together with water activities. The strategy emphasizes the need to balance the local with international tourism and requires the preservation of local architectonic style by using indigenous materials. The suggested carrying capacities for the Adriatic Coastal area are 100 tourists/ha. 3.1.3. The Coastal Zone Management Plan – The Region of Durresi Vlora This report covers the central part of Albania’s coast which stretches between Ishmi River and Orikumi Logoon. All proposals in the plan were evaluated through the following criteria: · Biodiversity and Environmental protection · Tourism, Conservation and Cultural Heritage · Institutional Capacity Building The report classifies Spilleja Beach as one of most attractive of the Albanian Coast for the development of a concentrated type of tourist accommodation capacities (Type A). It includes tourist settlement, hotels and accompanying sports and services facilities. This zone is expected to be developed by prevailingly “large” foreign investors, who will put money in tourism establishments adequately equipped with infrastructure. 3.1.4. Potential Development of Tourism in Albania: Environmental and Institutional Aspects This study analyses types of possible tourism development and specific measures of protection for the sites along Adriatic and Ionia Sea. Regarding Spilleja area, the study underlines the natural and cultural assets of the area and suggests that no tourism infrastructure have to be permitted in this area.
  • 89. 893.2. THE COMMUNE’S PROFILE3.2.1. ClimateGenerally Albania’s climate is Mediterranean with several sub-regional types (plains, hillslow and high mountain).Climatically, the region of Kryevidh belongs to the Albanian westernlowlands, or the coastal plain. The average annual rainfalls in the region amounts to 950-1,200 mm. The number of days with precipitation of more than 1 mm varies from 85-100days. The wettest month is November (160 mm), the driest ones are July and August (40-42 mm). Snow is a rare phenomenon. The springs are small and often temporary. Theirdischarge is 15-20 l/sec. A part of them get dry during the summer. The inhabitants of thearea are using them, but they can not supply satisfactory their needs. Many inhabitants forthat reason have opened wells near to their residences, whose depth is 6-10m.The monthly and annual figures speak of a considerable number of hours of uninterruptedsunshine in the area, supplying it throughout the year with up to 2,092 kwh per one metersquare.The average annual temperature ranges between 15.5 and 16ÚC, the absolutetemperature minimum varies between -2 and -5ÚC for only 15-30 days a year. Theaverage temperature of the winter is 9.1ÚC, while that of summer is 23ÚC. Due to the seainfluence, winters are wet and comparatively warm. In addition to this, the conformity of thethermal regime is the result of the terrain’s small variations in attitude. They create goodconditions for the hygrofile vegetation and the beach bathing in the period May-October.The vegetation period starts in the first days of March and lasts until the first days ofDecember. Such a thing facilitates the growth of a large number of different crops.There is no particular wind that prevails in the commune’s coastal villages. In winter, themost frequent one blows from southeast, in the summer season, the prevailing wind blowsfrom north-western direction. The wind velocity in winter varies between 1.6 and 5.7 m/s,the windiest month being February.3.2.2. Coastal GeomorphologyThe segment from Cape i Lagjit till Divjaka, within which the project area is located,represent the most dynamic part of the Adriatic Coat. This part is the result of sedimenttransport at the present and past river mouth of Shkumbini, expansion of coastal plaintowards the sea and the creation of alluvial beaches. The most dynamic parts are the Fondi Shqiptar i Zhvillimitbroader sections at the river mouth where areas of erosion and deposition are theconsequence of the altering river mouth. In some areas new lagoons are forming, i.e. KularLogoon south of Shkumbini river mouth, while some sections are affected by strong erosionprocess.A part of Lagji Peninsula are amongst the only cliffy section of Durrësi-Vlora coastline wheremild recession is in process.
  • 90. Plani i Zhvillimit Lokal - Komuna Kryevidh 90 3.2.3. Soils and vegetation The geological, climate factors and the vegetation have defined the soil type of Spilleja ecosystem. The human impact through bonification works has also influenced in this direction. The gray brown soils are situated on the hilly area. They have full profile and are suitable for the cultivation of fruit, vegetables, olive grows and vineyards. The meadow grow gray brown soils are situated in the fields of Spilleja and Rreth Greth. They have full profile and thickness of humus. The underground waters are shallow, so they need drainage. The alluvial soils are situated along Shkumbin river mouth. They have small profile, are poor in humus and need systemizing and fertilizers to be used for agriculture development. The marshes are situated close to Spilleja beach. A part of them are bonificated. They have dense hygrofile vegetation. Close to the low coast there exist the salty soils, which have 0.2- 1 % salt. The coastal ecosystem of the area has a rich diversity of the wild worlds (flora and fauna) There are plenty of biotypes like: Mediterranean bushes, hygrophile vegetation, herbage vegetations on the sand, etc. The most worldwide spread are the following bush types: Arbutus unedo, Erica aborea, pistacia lentiscus, myrtus communis, spantious janceum. There exist also high trees such as: fraxinus, quercul ilex, quercus laguinosa, etc. In the river mouth of Shkumbin there are plenty of hygrophile vegetation. The previous forests are totally destroyed. There are some trees along the left bank of river. The most widespread is marina maritime. Fauna is also rich in the area, although maltreated during the last 20 years. The most import species is Pelicanus cryptious, which comes for feeding from the Karavasta Logoon to the river mouth of Shkumbin during the day. Other species include diffrenet types of reptilias, turtle, viper, Lizard, etc. Too rich is also the world of birds, to be mentioned are: Partridge, Pies, Owl, Barn owl, etc. Nevertheless, due to increase of population, construction of military bunkers and the increase of the arable land have the area’s bioderviosty has occurred loses. Some vegetation types are endangered to be disappeared (el tree, laurel, etc.) Fauna in the area is also subject to heavy damages. It is decreased due to the demage of the land cover, extension of arable land, using pesticides and illegal hunting. Among the most endangered species one my found: Meles meles, Lutra, lutra, Mustela Nivalis, Lepus europaeous, Sciurus vulgaris, erinaceus europeus, etc. 3.2.4. The Population Structure and Dynamics The administrative territory of Kryevidhi Commune lies in the upper part of Shkumbini river mouth and occupies e general surface of around 60 km2. Within this territory exert their activity 10 villages, with an average distance 2.4 km from each-other. The average latitude above the sea level varies form 5 m for the villages of Spilleja and Rreth-Greth, to 10-40 m for Ballaj and up to 100 m for the villages of Kryevidh, Stëbeg, Spanesh and Domën. The
  • 91. 91distance of these villages from the shore line varies from 800 m (Spilleja) to 1300 m(Spanesh) and up to 6500 m (Kryevidh).In November 2008, the population, living in this area encountered 8702 inhabitants, out ofwhich 4463 were male and 4239 females. The average density of inhabitants accounts for144 dweller/ha. This population mainly consists of autochthons with very few peoplecoming form the hilly and mountainous areas. The average growth rate of the population ofthe commune between the years 1989-2008 has been around 1.003 thus demonstratingthe mechanical influx of habitants to other areas and abroad.This population is spread to around 2233 families, thus having an average of 3.89habitants per family. After the year 1990, the average natural growth rate has been around91 persons per year. As far as the migration inflow is concerned, the average of incomingpersons is estimated at around 396 per year, whereas the outgoing 340.The main characteristic of the present commune’s demography is its young population as aresult of the high fertility and natural growth rates. The limited and decreasing naturalgrowth is compensated for by immigration flows moving toward coastal areas from otherparts of the country.In total, the population dynamics of the commune for the last 30 years is presented in thetable below: Years 1960 1969 1979 1989 2008 Villages M F M F M F M F M F Kryevidh 715 357 956 475 1315 642 1576 747 780 723 Ballaj 367 179 482 232 617 299 2518 1169 455 441 Rreth Greth 588 284 648 295 1216 582 1011 490 481 481 Patk-Milot 374 176 503 314 - - - - 218 202 Zhabjak 589 277 774 358 992 462 - - 718 689 Spanesh 181 93 244 123 281 144 833 392 330 288 Spille 449 226 589 295 393 187 878 427 413 397 Domën 332 149 404 200 889 429 619 303 262 243 Stërberg 516 237 680 317 1349 682 1167 591 516 497 Shardushk 234 121 316 160 - - - - 290 278 COMMUNE 4345 2099 5596 2669 7052 3427 8602 4119 4463 4239Source: Central Albanian Archive: Fund No. 495. Years 1945-1989 Fondi Shqiptar i Zhvillimit
  • 92. Plani i Zhvillimit Lokal - Komuna Kryevidh 92 Population projections The changes of political system, the completion of land and economy privatization and the expected development of previously neglected economic activity of tourism, more dynamic population movements can be expected in the future. The following factors and processes are likely to affect the region’s population balance in the next ten years: a. Scarce natural resources and weak economic base of the hilly pars of the region might cause further population migrations towards the coastal area of the region; b. The development of tourism, agriculture and provision of better services will offer better opportunitities for job creation, attracting population from the areas, in the region and beyond; c. The Albania’s potential integration into the European family could cause that a portion of economic emigrants will come back with the aim to develop their own business at home. d. While the urban population will continue to grow, the natural growth rate will show a slight decrease. These “push” and “pull” factors influencing the population movements and their balance in the region are expected to have the following consequences: • Taken as a whole, the region’s population will grow at a rate higher than that of the natural growth owing to migrations from Albania’s interior areas. • At a later stage, smaller settlements along the coastal area, and particularly near the villages of Spilleja and Greth, will also grow. The attracting power of Kryevidh Commune is somewhat weaker at the moment, but it is expected to growth with the development of tourism on its coastal area. It is also expected that a part of the population migrating from the spacious hilly hinterland of the commune and from the rural areas of Lushnja and Fieri will move to more attractive centres primarily Durrësi and Tirana. 3.2.5. Economic Issues Agriculture is the predominant activity of the commune. The arable land accounts for nearly 30 % of the area’s total. It should be noted that that the irrigation infrastructure is almost completely inoperative. At present, although about 90% of the agriculture land has been privatised, output is very low due to dilapidated infrastructure and the tendency of the
  • 93. 93farmers to produce for their own subsistence needs. During the 1990, the region had astrong base in almost all agricultural subsectors, both in crops and livestock.Fishing has not been an important activity for the Kryevidh Commune, although the verysaline water of lagoons in Durrësi - Vlora region is favorable for highly, valued fishing livingthere, such as sea-bus, sea-bream and mullet. The price of caught fish is rather high on theItalian market which is mostly where it is sold. This suggests that unless efficient control overthe way and the amount of fish is established shortly, the fish stock in general and thereproduction of demesral species in particular will be endangered. There is also anaquaculture site for crustaceans (Peneus Japonica) within the commune territory, along theroad near Spilleja.Service activities represent a new sector of economic activities and, although early sign ofgrowth have already developed, experience is still lacking. Small-scale corner shops, smallcoffee bars and retail trade activities absorb a small portion of the under-employedmanpower. The improvement of the primary and secondary road network, as well as a moreintensive use of the capital infrastructure will enable the development of numerous serviceslinked to agriculture, tourism and transport activities.Tourism will be the easiest and fastest way of providing foreign currency for the communeinvestment plans. In spite of generally preserved, large and potentially profitable natural andcultural resources, incoming tourism is limited by lack of appropriate accommodation stock,infrastructure shortcomings while its development is burdened by scarcity of capitals andinfrastructure. As of lately, Spilleja beach has become a popular bathing and excursion spot,visited mostly during summer weekends by as many as thousands people, predominantlythe inhabitants of Kavaja, Elbasan, Berat, and Durrës, cities which are not more 20-40 kmfrom this area. During the last ten years several tourist establishments, like small hotels,catering facilities (coffee-bars, restaurants) are constructed. Because of the outstandingnatural value and environmental potentials of this site, further construction of touristaccommodation facilities within the pine strip should be not allowed.3.2.6. Future Economic GrowthOpening the country to the outer world has created conditions for its advantages, such asthe favourable geographic position in the European and Mediterranean context. With itsvaluable and natural and man made resources (beautiful coastline, fertile land,transportation and irrigation networks, cultural heritage) this area is amongst the first tobenefit from the free flows of capital, goods and visitors. Fondi Shqiptar i ZhvillimitThe region as a whole possesses a number of attributes which may stimulate developmentopportunities based on the area’s comparative advantages over the rest of the country.There are several major advantages which should play a positive role in the future:1. The region location among the main communication corridor gives it a potentialeconomic role in stimulating the development of tourism and agriculture.
  • 94. Plani i Zhvillimit Lokal - Komuna Kryevidh 94 2. With the increasing demand, the commune’s agriculture land may become an important area of high value crops (vegetables and fruits) for food processing as well as direct consumption by the growing number of visitors. 3. The region has a unique biodiversity quality strengthened by the nearby rivermouth of Shumbin, Karavasta Logoon, which is part of Ramsar Convention, as well as the coastal forest and a long unspoilt sandy beach, offering excellent conditions for recreation, domestic and international tourism. All these advantages distinguish the Kryevidhi Commune as capable of supporting the increase in activity of two most important sectors: tourism and agriculture. There area however, has important environmental concerns, as well as many infrastructural, institutional, and socio-economic implications that will have to be dealt with before the opportunities are actualised. 3.2.7. Infrastructure systems The provision of adequate, sufficient and sustainable infrastructure facilities is one of the key components for any socio economic development. This important prerequisite is to be seen, in the particular context of Kryevidh area, whose future development is mainly linked with tourism development. The infrastructure analysis is considered as requirements for such development. It aims at answering the question of which infrastructure is needed (in short, mid and long term) as forecasted by tourist development prospective. Infrastructure component includes 5 main sectors as following: 1. Transportation sector, 2. Water sector, 3. Solid wastes, 4. Electricity and 5. Telecommunications The three above mentioned components are briefly presented in the Table 1 below: Table 1: Main Findings regarding infrastructure components Sector Subsector Assessment Evaluation of Perspective potentials Transportation Road Access to the Bad condition, but Project direct area in reconstruction linked to the process. tourist area Ports No accedes to On existing port the area of Durrës Airport No civilian airport and no need for future development
  • 95. 95 p Water Water Supply No problems Satisfactory and Perspective to with the could be adapted address resources, to the tourist and management and problems with overall socio organizational their economic issues. management development Waste water Diffuse and Situation could Site controlled overall pollution worsen by rapid facilities causing implementation of environmental collective problems treatment units Solid waste Domestic waste Predominantly Education and uncontrolled control disposal Construction Few disposal The construction Prevention and waste along the road, disposal should regulatory and no particular be envisaged control approach degradation of together with the are needed. environmental domestic regional landscape land fill site Electricity Sufficient in Maybe long term Some threats for quantity and projections under the continuation quality of implementation and achievements distribution taken of projects. from the hydro- plant of Fieri. Telecommunications Terrestrial No access to the Technical Once the area. possibilities to development increase the process starts telecommunication telecommunication capacities exist if infrastructure will demand appears. be extended. Mobile Access to the area of three mobile operatorsSource: Consultants’ Assessment Fondi Shqiptar i Zhvillimit
  • 96. Plani i Zhvillimit Lokal - Komuna Kryevidh 96 TOURISM KRYEVIDH 4. TOURISM IN KRYEVIDH COMMUNE 4.1 Tourism Performance Tourism in Kryevidh Commune is at an embryonic stage, but has the potentials to be planned and shaped to provide a strong product for the future tourist needs. There are significant opportunities for tourism development in Kryevidh because of excellent natural and cultural resources. In particular the area can build on its unspoilt coastal scenery, cultural heritage and friendly people to project for the future an image of environmental sympathy, culture, exploration and adventure and of a colourful and hospitable welcome. 4.1.1. Stay Over and Day Trip Visitors The village of Spilleja is the most important tourism hub of the commune. It caters for approximately 95 percent of all the commune’s stay-over visitors. During the year 2008, according to the commune authorities, Spilleja attracted almost 2,200-2,400 overnight visitors, and over 50,000 day trippers from Kavaja. Elbasan and Durrësi areas. The estimated absolute level of bed nights spent in the area has increased constantly over the past 4 years, and so are earnings from stay over tourism in more recent years. In addition to over-night visitors, during the recent years, Spilleja village attracted a significant number of day trip visitors – both from the Albanian residents and ethnic Albanians from Kosovo and Macedonia. The bay of Spilleja, together with other coastal and beach areas have had a relatively long tradition as holiday making destination for the citizens of Kavaja, Elbasan, and Berat. In addition, the nearby world heritage site, the castle of Bashtova, and those of Turra could contribute to attracting domestic and out-of- state visitors to the area for a short visit. Table 2 – The number of visitors grouped by tourists’ category. Tourist’s Number of visitors category Domestic Foreigners Total Percentage Daily 40,000 10,000 95.4 % 50,000 Overnight stay 2,250 150 5.6 % 2,400 Total 42,250 10,150 100.0 % 52,400 Source: Data collected from the Tax Office of Kryevidh Commune
  • 97. 97The major number of tourists with overnight stays is composed of family groups, aconsiderable part of which are coming from Elbasan, Kavaja and Berat.The average number of days which a visitor stays in Spilleja is 14 days. The table belowshows in detail the average length of stay in days for tourist staying in hotels and Bed andBreakfast establishments (B&Bs).Table 3 – Average length of stay (in days) Tourist’s category Accommodation Establishments Hotels B&Bs Total Daily 0 0 0 Overnight stay 14 14 28 Total 14 14 28Source: Data collected from the Tax Office of Kryevidh CommuneThe relative importance of tourism to the area, can be gauged from the fact that of 61businesses that are operational in the tourist area of the commune, 51 are dependent ontourism. They are directly engaged in tourism - accommodation, restaurants, and cateringservices, with a further 10 businesses in the convenience retail sector which are also heavilydependent on tourism demand.4.1.2. Profile and Motivation of Stay-Over VisitorsKey Characteristics of Visitors to the Commune · Majority of visitors are domestic tourist coming from the towns of Kavaja, Elbasan , Durrës and Tiranë; · A high incidence of repeat visitors. · Almost 95% arrive by car, the others with public sector or private minibuses; · The average length of stay in Spilleja varies from 10-14 nights; · Foreign visitors are mainly coming from Kosovo and Macedonia in the form of day trippers. Fondi Shqiptar i Zhvillimit4.1.3. Profile of Day Trip VisitorsThe area has a core loyal market of frequent and repeat residents mainly from Elbasan,Berat, Kavaja and Durrës. In addition, the area attracts ethnic Albanians from Kosovo andMacedonia and only few westerners who, while not staying in the area, spend their day-timefor beach recreation.
  • 98. Plani i Zhvillimit Lokal - Komuna Kryevidh 98 Salient characteristics of this market to Kryevidh Commune include: · Primarily attracted by and engage in sunbathing and other sea recreation activities. The incidence of visits determined by a special interest e.g. exploring, fishing, sailing etc. is low other than “swimming.” which influences approximately 95% of the market; · The majority arrive by their own cars (95%) with bus / coach being used by 5% respectively; · Almost all of day-trippers spend between 6 to 12 hours in the area. . 4.1.4. Purpose of Visit The majority of visitors to the area are on holiday. However, it would appear that “visiting family” friends and relatives” is another significant factor determining the market. Visiting friends and relatives is a principal influence amongst people coming to Kryevidh, many of whom combine a holiday with a visit to family or friends. Generally, sun and bath is the principal reasons for visiting Spilleja, especially for domestic and foreign visitors and holidaymakers. Natural and cultural heritage, although strong enough, do not act yet as a relatively strong influence for foreign visitors. These type of attractions represent an important influencing factor for small segments of the market. 4.1.5. Type of Accommodation Used All visitors who stay overnight in Kryevidh use hotels, guesthouses and B&Bs accommodation. These types of tourist facilities are clearly concentrated in Spilleja village and in the immediate surrounding. According to the Tax Office of the commune, in Spilleja there are operational 26 hotels and 12 guest houses and B&Bs. They encounter a certain number of tourist beds as is presented in the Table 4 below. Table 4: Types of Accommodation Establishments in Kryevidh Area Hotels Guest house and Total Item B&Bs No. No of No. No. of No. of beds Beds Beds Number 26 1,500 12 700 2,200 of Tourist beds Source: Data collected from the Tax Office of Kryevidh Commune
  • 99. 99The average capacity of accommodation establishment is 30 rooms per hotel. All the hotelsare small size and belong to individual Albanian investors. They do not exceed the qualitylevel of a 2 star hotel. These facts do not give the promotion potential on internationalmarkets. As seen from the above table, in Spilleja there are 12 guest houses accounting for700 beds. Both the guest houses and B&Bs are not licensed and are usually build as privateproperties maintaining acceptable tourist practices. But the demand is clearly increasing onthese type of accommodation. During the summer season these hotels employ around 114workers mainly as waiters, cookers and barmen.The accommodation sector in Kryevidh Commune is characterized as follows: · small number of rooms per property, hotels are typically less than 20-25 rooms in size; · One or two hotels are graded as 3* with the other properties 2* or 1*. · there has been few new developments in the hotel and guesthouse sector, with only a few providing indoor leisure facilities; · a concentration of capacity on the coast, particularly along Spilleja beach; · properties, are heavily dependent on holiday or short break leisure guests and hence the demand pattern is very seasonal; andBetween the period 2000 and 2006 the stock of accommodation establishments andtourist capacities has increased substantially. But the occupancy rate is almost 100 percentonly for the period 15 July-15 August. For the first two weeks of July and the last two weeksof August it drops to 60 percent. Fondi Shqiptar i Zhvillimit Picture 1: Various type of gura 1: Tipe te nd accommodation establishments in Spilleja
  • 100. Plani i Zhvillimit Lokal - Komuna Kryevidh 100 Average prices for room rise from 2,200 to 2,500 per person including lodging and food (half board arrangement). 4.1.6. Satisfaction with Visit According to the commune authorities, the overall level of satisfaction amongst visitors to the area is mostly positive. The visitors appreciate the clean environment and the pristine beach, lack of visitors’ congestions in the beach and rural area. However, a number of aspects drew negative comments, particularly the very bad road condition, public hygiene, waste management, lack of public toilets, littering, indoor attractions, etc.
  • 101. 101 TOURISM KRYEVIDH5. THE TOURISM PRODUCT IN KRYEVIDH COMMUNEA tourism destination may be considered as consisting of five main components:1. Attractions - those aspects of a destination that provide the appeal and motivation to the visit;2. Facilities - accommodation and catering;3. Transport - both access (getting to the destination) and internal (moving around within the destination);4. Services - shopping, medical, information; and5. Public infrastructure - the support system, including roads, parking and utilities.All five components are essential to the operation of tourism and are referred to in thisreport as tourism products. A failure in any one will undermine the quality of the totaltourism product and result in a less than satisfactory experience for the tourist. Thecombination of some or all five of these components is used to support tourist activities.They are referred to in this report as tourist products.5.1. Appeals and AttractionsThe strength of the appeal of a destination to tourists is, more than any other factor, linkedto the quality of its “attractors”. Attractors are those features of a destination, whichstimulate an interest in visiting a destination area and provide the elements that go todevelop an image of the destination. Attractors provide the visitor with the essential incentiveto choose a destination and are also the primary measure in assessing the satisfaction ofhaving visited a destination. In general, the demand for the other components of travel(transport, accommodation, catering, services, and infrastructure) derives from the originalstimulus that comes from the interest in experiencing the attractors.In this section critical consideration is given to the destination attractors of the commune of Fondi Shqiptar i ZhvillimitKryevidh under three broad categories: · Natural attractors · Cultural attractors · Man-made attractors
  • 102. Plani i Zhvillimit Lokal - Komuna Kryevidh 102 Table 5: Principal Tourism Attractions of Kryevidh Area Key: 5 = excellent....1 = Very poor Rating Comments ___________________________________________________________________________ Natural Attractions Scenery/Natural Beauty 4 Primary attraction, high appeal, Coastline and Beaches & uniqueness Sea 4 High visual appeal, limited amenity use Fauna and Flora 4 Good potential with interpretation special interest potential ______________________________________________________________________________ Cultural Attractions Archaeology 4 Potential competitive advantage History 3 Potential under-exploited Music/Handicrafts 1 Currently very limited Interpretation and Presentation 1 Competitively poor _____________________________________________________________________________ Man-made Attractions Urban Areas 2 In need of further environmental upgrade Amusement/Entertainment 1 Good supply for domestic market Agri-tourism 3 Small scale & developing ___________________________________________________________________________ Source: Consultant’s Assessment In addition to the above day visits attractions, there has been a welcome development of a range of rural and coastal based small scale tourism initiatives to capitalise on the growing interest in outdoor activities and cultural pursuits. With the support of remittances from Albanian emigrants, upwards of 2,000,000 Euro has been invested in 122 businesses over the last ten years. 5.2. INTERNATIONAL TOURISM OUTLOOK 5.2.1. Global Travel Demand Tourism, along with telecommunications and information technology, is one of three “super services” that will drive economic growth in the 21st century. Travel and tourism is forecast to account for 11.5% of global GDP and 11.1% of global employment by the year 2006. The global travel and tourism industry is expected to continue to grow well into the 21st century, according to research in Tourism: 2020 Vision, (World Tourism Organisation, 1997). While there are perceived threats and constraints, the expansion experienced in recent years is expected to continue, albeit at a slower rate of growth. It is forecast that 1.6
  • 103. 103billion tourists will be visiting foreign countries annually by the year 2020, spending a totalof US$2 trillion per year or US$5 billion a day. In international tourist numbers thisrepresents almost three times more than the 595m recorded in 1996 and in expenditure isnearly five times more than the US$425 billion spent in that year.Globally it is expected that: · the pattern will be for long-haul travel to continue to grow much faster than short / medium haul · this is expected to be particularly marked in European origin markets; and, · a drop in the rate of growth to below +5% p.a. in short / medium haul intra-European travel is predicted.5.2.2. Trends in Demand5.2.2.1. Customer TrendsInternational tourism and its markets are facing unprecedented change caused bydemographic shifts, changing lifestyle values and rapidly evolving technologies. Customers.attitudes are being shaped by education and experience, with major strategic implicationsfor tourism destinations.Some characteristics of tomorrow’s customer provide pointers to their expectations: · People are taking more frequent trips of shorter duration. The main holiday is becoming a redundant concept for many customers, with the growth in incidence of short breaks and special interest travel; · They are becoming more sophisticated, better educated and more travel- experienced, and they demand increasingly higher standards. They require greater authenticity and more discoveries, and they seek out the opinions of other travellers about destinations; · They are older and more affluent, more physically and mentally active, and require a greater range of activity-oriented experiences. Activities and interests increasingly determine their choice of destinations, and cultivate a clientele loyal to those that provide their favoured activities in a consistent, imaginative and high quality form; · They are more self-aware in an increasingly stressful world, prefer less crowded environments and require time-efficient use of their leisure time. “Pampering” is being increasingly sought after; Fondi Shqiptar i Zhvillimit · They value learning and self-improvement. They are better educated, more discerning, and seek fulfilling experiences beyond mere relaxation. They want to become involved with their holiday environment, learn new skills and interact with the communities and cultures of their destinations; · They look for holidays that have a low impact on both the physical and cultural environments.
  • 104. Plani i Zhvillimit Lokal - Komuna Kryevidh 104 Eco-endorsement systems, such as the World Travel and Tourism Council’s (WTTC) “Green Globe”, are influencing destination choices, and “eco-friendly” programmes are appealing to a growing segment of the market; and · They increasingly look for better value for money and transparent cost structures and they make comparative value judgements on a more global basis. They require clear .menus. of holiday options and their cost, but with the facility to easily customise their holidays. They are high users of information technology and seek immediate information and interactive reservations facilities. In many cases, tourists are looking for more “content” in their holidays and this is reflected in a number of trends. · Cultural activities are becoming an increasingly important holiday attraction, often as an “add on” factor. “Culture and heritage”, both as part of an overall image and through specific products / events, are increasingly being promoted by all destinations (e.g., Spain is a particularly good case study). This reflects the increasing emphasis on attracting high-yield tourists. “Culture and heritage” covers a variety of different product types with considerable scope of specialisation and innovative development. Such development includes “themed events”, particularly in the off-season, and the “dynamising” of attractions, helping to differentiate the product, to encourage repeat visits. · Continuing growth in the increasing competitive sports activity market. While the overall specialist market is small, combinations of activities or add-ons, such as mixing sports activities with each other, with special events, cultural pursuits or gourmet foods, are becoming increasingly popular. 5.2.2.2. Product Trends The principle product trends evident in demand patterns include: · “green tourism”: the growing incidence of nature based attractions and activities; · “soft-adventure” products where challenge and activity are combined with comfort; · focus on environmental management, including eco-branding; · interpretation and presentation of history and culture; · authentic small scale developments allowing for specialisation and / or interaction with resident population; · multi-facility resorts to cater to varying needs of market segments and provide convenience and efficiency for the “time-poor” segments; · special events including festivals are increasingly being used as travel motivators; · emphasis on delivering consistent service quality, and a proliferation of brand named products. Implications for tourism to and within Ireland the trend towards shorter stays has implications for product providers and presents a marketing challenge;
  • 105. 105 · the increasing importance of “attractors” or “motivators” in the choice of destination means that to remain competitive an area will have to present “reasons to visit” which cater to the interests and activities of the potential visitor; · the holiday market, whether out-of-state or domestic, can no longer be treated as a homogenous market, but needs to be addressed in a segmented approach; · quality and value for money need to be constantly reinforced by good physical, operational and service standards delivered through continual investment in plant, facilities and personnel;The more significant emerging market segments are variously defined as: · the “grey market”, reflecting the ageing of the population of the developed world and producing a growing absolute numbers and proportion of the population who have increased time and resources to travel; · “special interest market segments” for whom the choice of destination is increasingly being determined by interest and / or activity which tourists wish to pursue. The “reason to visit” is becoming increasingly important as the motivating factor for travel. These include participation in sporting activities together with cultural and entertainment activities or events; · “self-fulfilment travel segment” which represents a growing number of people who travel to further enhance their lives through intellectual and / or physical fulfilment. Travel for educational reasons, both formal adult education programmes and informal informative travel together with health and fitness are evident as motivators to travel. · “adventure travel”, both soft adventure and more challenging expeditions, are growing in demand reflecting people’s desire to experience achievement.An underlying aspect to any segmentation of the market is the growing environmentalconsciousness amongst travellers. While there is a segment of the market that can beidentified as “green”, they are relatively small in number and have very specific destinationand trip requirements. However on a broader scale most segments, however defined, areexhibiting a growing interest and concern for the environment. This in turn is evident in themarketing positioning, appeals and messages which destinations, product providers, anddistributors are adopting in a highly competitive market. This changing customer profilepresents three critically important challenges for the supplier of travel and holidayexperiences: Fondi Shqiptar i Zhvillimit · how to effectively communicate the range, appeals and experience value of the destination or product; · how to develop an innovative, flexible product appropriate to the needs of the consumer; and, · how to achieve effective distribution of a product meeting a wide range of individual demands.
  • 106. Plani i Zhvillimit Lokal - Komuna Kryevidh 106 These trends and destination challenges require a strategic response that satisfies this changing pattern of demand on the part of consumers. Tourism providers are increasingly offering more flexible arrangements that allow customers to tailor their own holidays. Typically they are segmenting their product and pricing in order to satisfy as wide a range of customer needs as possible. For example, hotels are creating “themed” events, where the primary motivation is to pursue the activity or interest, with the accommodation location being secondary to the decision. 5.2.3. Outlook for Tourism to Kryevidh Commune Tourism to Spilleja has enjoyed a period of considerable growth over the past six years. This has resulted from increasing popularity and “fashionability” of the destination due to increased recognition of the area and significant improvement in the cost of access and expansion of hotels and catering facilities. Furthermore access to the area which has become more competitive is expected to continue to expand in terms of routes and capacities. The marketing strategy directed towards a range of niche or special interest segments is forecast to motivate a growing number of visitors. Best estimates would suggest that total overseas visitor traffic to Spilleja should continue to grow at a rate of not less that +5% per annum over the next five. Within the total some source markets and market segments can be expected to perform better than average yielding higher growth rates. In the short to medium term the better prospects by source market are expected to include: · Great Britain: mainly short breaks and special interest trips; · Mainland Europe: expected return to growth from Germany and France while Nordic countries present good growth opportunities. The level of visitors in the future will depend on the continuation of environmental sympathy and the overall number of visitors to the entire Durrësi area, and Albania in overall. The only problem remains the availability of adequate and suitable visitor accommodations and other tourist facilities. 5.3. Factors Influencing Future Performance in Kryevidh Commune The performance of tourism within the commune will be largely determined by a set of external and internal factors. External factors that will impact performance, and are largely outside the control of the Commune Council and the industry in the area, include: · an increased level of popularity and demand from outside the are of Kryevidh; · demand for holidays and day trips within Durrësi Bay reflecting economic conditions coupled with socio-demographic and life-style patterns.
  • 107. 107Internal factors, however, are those over which the local stakeholders have control. Thefactors most likely to impact tourism development will include: · the ability of the area to appeal to the various market segments by providing appropriate · “attractors”, accommodation and services in order to effectively compete with other destinations; · the competitiveness of the area in terms of value based quality delivered for price paid by the visitor; · marketing effectiveness in attracting visitors to the area; and · understanding the particular needs of the best prospects for growth.5.4. Strategic Issues5.4.1 Strengths, Weaknesses, Threats and Opportunities ofSpilleja as a tourism destination.Supported by ADF representative and the chairman of Kryevidh Commune the consultantscarried out an analysis of the strengths, weaknesses, opportunities, and the threats (SWOTAnalysis) of the area’s existing and potential tourism. Such an analysis has provided aframework for the product to be developed and actions to be taken. This analysis is set outin Appendix 1.In summary the SWOT analysis demonstrates that: · The commune of Kryevidh, especially the Spilleja area has a significant list of strengths in its coastline, scenery, culture heritage, friendly people and relatively unspoiled character; · There are however, many weaknesses, such as the poor state of infrastructure, lack of sanitation standards, lack of manpower training and pour tourist facilities that could deter the development of a sophisticated tourism industry for many years. · Nevertheless, the opportunities for developing certain type of tourism products in the area, notwithstanding the treats facing tourist development in Spilleja, are considerable. Given the low base of tourism at present, the Fondi Shqiptar i Zhvillimit initial growth rate may not be substantial but the potential rewards could be large in the longer term.5.5. Market Opportunities and ChallengesThe area’s current market positioning strength is primarily within the domestic market,where it has traditionally attracted main holiday visitors and day trippers. However, the
  • 108. Plani i Zhvillimit Lokal - Komuna Kryevidh 108 dramatic congestion of “tourist” establishments in the adjacent area of Golem indicates that there is a huge need for resorts and unspoiled seaside resources, while the competition for attracting visitors is increasing as the available leisure options extend beyond day trips. The area already attracts, but in limited numbers, ten to two week stay visitors, or short leisure breaks in the form of day trippers. There is also a very small number of special interest visitors, for example, nature lovers, walking and hunting activities. These market segments are each growth segments and offer an opportunity for destinations, which can provide the appropriate “attractors” at a quality and price to meet market expectations. Table 6: Principal Market Segments of Kryevidh Commune Market Segment Current Situation Segment Potential Main / traditional holidays Important In decline Short breaks Limited Growing Touring Limited Growing Special Interest Limited Growing Day trips Important Static Source: Consultants assessment based on findings from research, consultations and observations Changing circumstances, for example, increased economic prosperity, life-style patterns and growing potential to attract foreign visitors offers an important opportunity for this destination. The market opportunities for tourism in Spilleja is summarised in the table 7, reflecting a segmentation approach to attracting visitors based on the motivation for travel experience. Table 7: Projected Demand for Kryevidh Commune Market Segment Long Holidays Short Holidays Countryside/Sea recreation Touring - Special Interest Health/Fitness/ Day trips Source: Consultants’ assessment based on findings from research and consultations. Key to the table: •=above average growth; “=average growth; -=little change or growth
  • 109. 109After general seaside tourism holidays, the best prospects for tourism to the area are basedon rural tourism, and special interest holidays, including self exploring and cultural heritageactivities.The stakeholders within the area are more confident in predicting growth from outside thecommune than from within. The majority of those engaged in the business foresee that therate of increase in external demand will significantly outpace the growth in demand from thedomestic market. The best prospects for growth are most likely to be the markets of Kosovaand Macedonia, and later on from Germany, Austria and Scandinavian countries. Fondi Shqiptar i Zhvillimit
  • 110. Plani i Zhvillimit Lokal - Komuna Kryevidh 110 GOALS ALS, STRATEG TEGY 6. GOALS, VISION & STRATEGY 6.1 Tourism Development Goals Tourism in Kryevidh Commune is facing a period of steady growth with high opportunities in the near future. Significant growth is anticipated in foreign visitors coming mainly form Kosovo and Macedonia, while new life-style patterns will change domestic tourism demand. The key objectives for tourism are to: · Expand tourism’s importance within the local economy through increased earnings and job creation; · Ensure the sustainability of the tourism sector; · Optimise socio-cultural and quality of life benefits for the residents. 6.2 Tourism Vision Tourism is likely to be a key business sector in the area of Kryevidh over the next decade, thus contributing to economic growth and social prosperity. While the primary appeal will continue to be its coastal scenery and natural resources the market profile of tourism to Kryevidh will shift from a predominance of domestic mass market summer visitors to a greater mix of more upscale, active and discerning tourists from within and outside Albania. New tourism experiences will be offered which will enhance the appeal of the area and provide more reasons to visit. The visitor’s quality of experience will benefit from investment in facilities in a well managed environment and will be enhanced by improved standards of service and good value for money. This vision of the future is predicted on a set of core strategic choices, which relate to: · the type and scale of tourism desirable for the area; · the market segments which best match the destinations; aspirations; and · the most effective means of communicating with the target markets. The above vision is optimal from a number of perspectives: · The best interests of existing stakeholders; · Most beneficial for long term economic, environmental and social sustainability; and · Caters to changing customer trends.
  • 111. 1116.3 Guiding PrinciplesThe key guiding principles that should shape strategy and assist in the management of thetourism’s future development are:Sustainable Tourism: Tourism is a longer-term investment sector with the future criticallydependent on how the natural, man-made and human assets are managed. Over-exploitation of the assets and their potential has been shown in other destinations to bedetrimental to future growth. Developments which adversely impact the environment, whichare short-term, high volume, and opportunistic in nature should be avoided. The type oftourism envisaged is one which will provide improved recreation / leisure facilities, enhancedliving, working and learning environments and expanded career opportunities for residents.Key aspects which require attention in order to ensure a sustainable tourism sector, includeland use policies; management of the physical environment; conservation of natural andcultural heritage sites;development of market-led products; and investment in human resources.Profitability: Businesses within the sector need to derive an adequate profit to ensure :continued expansion through investment. Traditionally most businesses within the sectorhave been relatively low profit earners. Profitability of the sector needs to be improved byincreased utilisation of the assets within the sector, particularly high capital assets ofaccommodation; the introduction of greater efficiencies, especially for the large number ofsmall to medium sized enterprises; and ensuring that increases in volume sales are achievedon the basis of “value-added. strategies rather than any further lowering of price.Selective Investment: The experience elsewhere has demonstrated that market share growth :comes as a result of significant investment in product development and marketing. It isapparent that future product investments need to focus more sharply on product “gaps” andbe capable of ensuring viability. Future investment strategies will need to be highly selectiveand targeted in their objectives. Given the unique circumstances and challenges facingtraditional resorts such as Durrësi and Golemi Bay, especially in respect of visitoraccommodation, a compelling case could be made for specific investment incentives toredress these issues by way of great aid and/or tax incentives.Targeted Marketing: In an expanding and increasingly competitive market environment :success will be dependent on identifying the best prospects and choosing the most efficientmeans of communicating with those target markets. Information technology is changing theway in which destinations and tourism products compete. The strategic choices for thefuture developments of tourism in Kryevidh Commune should focus on unique aspects of the Fondi Shqiptar i Zhvillimitarea and by developing a distinctiveness of experience that will appeal to identified targetmarkets. The choice of markets should be determined by their respective value potential interms of appropriateness to the area’s products and type of tourism sought; theirenvironmental and economic impacts, particularly in regard to season extension andbusiness sustainability.
  • 112. Plani i Zhvillimit Lokal - Komuna Kryevidh 112 Public Private Sector Partnership: Successful destinations are those which have been involved in a partnership between the public and the private sectors. Greater co-operation and integration of effort should be a high priority in developing tourism in Kryevidh Commune. Such co-operation and mutual understanding will be necessary to effectively plan and implement product development, marketing and visitor service strategies. Effective partnership should include expanded communication, and effective consultative and implementation mechanisms to ensure a coherent and constituent implementation of tourism strategy. Changing roles and circumstances also offer greater opportunities than in the past for joint ventures and other forms of co-operation. 6.4 Strategic Implications of Goals and Vision The strategic implications of the stated vision require significant responses on the part of all tourism stakeholders, public, private and voluntary sectors. In the short to medium term the tourism industry in the area needs to move from a situation where it is reacting to market conditions and competitors to a position where it is creating demand. Otherwise the commune authorities will fail to restore and sustain tourism competitiveness in an increasingly complex and competitive marketplace. The key economic goal - the achievement of an increase in tourism revenue - should be targeted in five principal ways: · Increased expenditure per visitor: providing activities that encourage the visitor to spend more money and / or prolong their stay can increase the yield from each visitor; · More foreign visitors: an overall increase in the number of visitors, within the carrying capacity limits, by attracting an increased share of foreign visitors will lead to growth in tourism revenue; · Hold share of domestic market: in a changing home market, the challenge for Kryevidh will be to hold share of stay over and day trip markets; · Longer season: need to introduce more innovative mechanisms for expanding the tourist season, such as staging events, creative packaging, etc. which generate more revenue and profitability within the tourism sector; and · Cater to “niche” markets: increasing market segmentation and limited marketing resources dictates that Kryevidh should focus more on specific special interest markets, including rural based tourism.
  • 113. 113Figure 8: Achieving the Vision Increased Tourism Revenue Goal Extend Cater to Objec- Attract more Increase “niche” special tives Foreign Expenditure Tourist Season interest Visitors per visit Market Focus on selected Improve value for Strategies Extend and Improve market prospects money satisfaction Tourism Product “Market Focus” “Quality Assurance”6.5 Core StrategiesBased on these guidelines and goals, three “core” strategies proposed are as follows:A Sharp Market Focus:Requires commitment of necessary resources to more effective target-led marketing in thoseselected source markets offering the best potential over time. This commitment should bebased on research and effective partnerships. The latter will require adequate expertise tomaximise the impact of the combined public and private sector marketing activities.Develop Tourism Product Tourism ProductDevelop an improved range of visitor accommodation, “attractors” and services to attract“new” tourists. Development should match the environment, scale, and aspirations of thedestination while catering to an increasingly sophisticated market. Fondi Shqiptar i ZhvillimitProvide “Quality Assurance”:Key issues such as service quality delivery, and the arrangements between the disparateentities involved in tourism in both the public and private sectors, should be addressed toensure a higher visitor satisfaction and value for money rating.
  • 114. Plani i Zhvillimit Lokal - Komuna Kryevidh 114 The core strategies are interconnected and interdependent and, as such, the achievement of the goals is contingent upon the adoption and implementation of all three strategies. Recommended elements in these three broad “core” strategies are detailed in Chapters 7, 8 and 9. Table 9: Core Strategies for Key Elements __________________________________________________________________________________ 1. Market Focus • Focus on “best prospect” market sectors; • Invest more in destination marketing; • Set aggressive targets to provide clear objectives and motivation for the sector; • Develop niche markets focused on activities and interests; • Publish and review ”Tourism Action Plan” annually; • Explore new channels of distribution _________________________________________________________________________________ 2. Develop “Growth Engines” • Continue to play to distinctive sources of advantage i.e. the natural coastal and rural environment, and manmade attractions including the castles of Bashtova and Turrës; • Protect, conserve and manage the environment; • Create new destination “attractors” for various market segments e.g. integrated caravan resort rural tourism and cultural events; • Investment in essential infrastructure; • Create a business-friendly economic and fiscal environment; ________________________________________________________________________________ 3. Provide Quality Assurance • Promote an environmentally friendly tourism culture across all the commune villages through effective public awareness and education programmes; • Quality and value for money experience; • Management and customer service delivery; • Ensure adequate training in skills and competencies; • Create a new public-private sector partnership between local authority and business. ________________________________________________________________________________
  • 115. 1157. MARKETING STRATEGY “A SHARPER FOCUS”. STRATEG “A TEGY7.1. Market ObjectivesThe marketing strategy must address the following objectives: · Compensate for the anticipated decline in some of the area’s traditional markets by penetrating new source markets; · Increase tourism revenue through higher average expenditure per visit from a larger number of visitors; · Achieve a better balance between supply and demand through improved utilisation of capacity, particularly outside of the peak summer months; · Develop an optimum mix of visitors by source market to maximise revenue while ensuring a compatibility of visitor segments to the area; · Move away from the lower spending mass sea-side visitors to a more segmented market defined by holiday type and motivation; and · Secure appropriate and effective distribution of the holiday product within the defined target markets.Furthermore, the marketing strategy must address a number of variables, including: · The opportunity presented by an expanding market out-of-Albania; · The increasing complexity of the markets - changing customer trends, increasing competition, and a broadening spectrum of motivations determining choice of destination; · Increasing competition from other areas within Adriatic Coast.The marketing of the area therefore needs to encompass a number of strategies which canbest realise the objectives set for the sector while effectively addressing the issues and trendswhich will determine performance in a challenging marketplace. Fondi Shqiptar i ZhvillimitThe recommended strategy is one of demand creation achieved through: · A sharp focus on improved competitiveness achieved through a positioning of the destination coupled with a greater segmentation of products vs. niche markets; · A refocusing on best prospect market through prioritisation and greater selectivity; and · A redesign of communications and distribution within the markets.
  • 116. Plani i Zhvillimit Lokal - Komuna Kryevidh 116 7.2. Market Positioning Recent research, consultation and market analysis confirm that the positioning of the area is as one of Adriatic’s top coastal resorts, a place for sun and sea traditional fun for both holidaymakers and day trippers. The area is currently strongly positioned in terms of awareness and image in the domestic market and will compete with other coastal resorts such as Durrës, Golem, Seman and Vlora. Positioning of the area will require the projection of a number of appeals which will act as motivators for particular target market segments. The challenge will be to project those appeals which will distinguish the destination, taking account of market trends and the objective of attracting, higher spending year-round tourists. From available research it is apparent that the core values should include: · Natural environment: sea, coast and scenery; · A range of day visitor attractions; · Water sports and outdoor activities; · Shkumbini River Mouth and the adjacent Karavasta Lagoon; Ideally additions to the image should include: · A range of interesting heritage attractions · A broad range of “things to do and see”; · A rural outdoor environment; and · Quality guest accommodation options. 7.3. Segmentation of the Visitor Market The principal segments in which the area could realistically compete are as follows: Domestic Market Traditional holidays; · Day-trips; · Short and mid breaks; · “ Leisure; · “ Activities; · Events and meetings Foreign Markets · Touring (car, coach, other); · Short leisure breaks; · Cultural Interest activities; · Increasingly special interest activities, such as walking, cycling, sailing, bird watching, etc. are determining choice of destination for a growing segment of the market.
  • 117. 117As competition for this expanding segment is increasing, it is important that Spilleja competein those segments where it can offer a comparative advantage e.g. nature and culturalheritage. While small niche markets exist for these type of activities, the commune authoritiesshould prioritise these segments according to their ability to meet the objectives of seasonextension, product utilisation and yield, recognising that in each instance the volume ofvisitors will be small. However, the potential for presenting a diversified image andestablishing a reputation for excellence is more significant. An important characteristic of thegrowth segments is the compatibility between the interest or activity and a rural environment.While the area and scale of rural tourism attractions within Kryevidh Commune is unlimitedthere is an undoubted opportunity to market holidays and attractions which will provide avaluable counterbalance to the area’s traditional seaside image.7.4 RecommendationsGeneric destination awareness campaigns in the domestic market and the Republic ofKosovo and Macedonia should gradually shift to featuring a range of motivations andleisure products. While TV is the most powerful medium for creating image awareness, it iscostly and greater use of publicity in life-style publications, radio and TV programmes will benecessary to communicate a new awareness of the diversity of holiday options to thepotential market.Such communications can be more effectively targeted and can feature the productexperience above that of the destination. · In targeting the overseas markets, promotion should concentrate on the travel trade - incoming and overseas tour operators. · Publicity in appropriate media will represent an important aspect of creating awareness and establishing credibility within the segments; · Marketing cooperatives, incorporating product and accommodation suppliers in the area, should be encouraged. Also the operators should be encouraged to participate in national marketing consortia, such as national and international tourist fairs. The establishment of the Hotel Association for Spilleja represents a good example of destination co-operative marketing which must be enhanced by participating in other broader scale organizations and well-known marketing consortia for hotels in Albania. · The marketing of the rural areas should seek to project the appeals to those who will be attracted to visit for an activity holiday together with those general holidaymakers who can be enticed to explore the rural hinterland as Fondi Shqiptar i Zhvillimit a day-trip; · Direct data-based campaigns to individuals and life-style affinity groupings in Albanian and foreign tour operators should be undertaken; · The development of an interactive tourism website, with good links to other sites should be a priority.
  • 118. Plani i Zhvillimit Lokal - Komuna Kryevidh 118 DEVELOPMENT STRATEG TEGY 8. PRODUCT DEVELOPMENT STRATEGY Product strategy is concerned with changing the product in a way that will make it more appealing to the target market. The strategy is aimed at supporting the attainment of the five tourism objectives, namely, to: · Attract visitors from new markets; · Generate longer stays; · Increase the expenditure of each visitor; · Extend the tourism season; and · Attract “niche”/special interest tourists. As tourism demand is product driven, the type and quality of the tourism product on offer will determine success or failure in the marketplace. Research and analysis has identified a number of product “gaps”, or shortcomings that need to be addressed in area. Central to the success of the product strategy will be the implementation of a number of specific concepts: · A range of tourist experiences “things to do and see”; · Creating new “reasons to visit” which will appeal to markets outside Kryevidh; · Interpreting and presenting the natural and manmade heritage of the area; and · Providing a range of market acceptable guest accommodation. 8.1 Visitor”Attractors” The most important aspect of a destination’s or area’s appeal for visitors can be broadly defined as the set of attractions which give people cause to visit. These reasons to visit are commonly referred to as “attractors”. While the business community in Kryevidh has an established set of attractors which to a certain extend matches the needs of the domestic market, the challenge facing the area is how to ensure an adequate range of attractors which will appeal to tomorrow’s tourists from Albania and overseas.
  • 119. 119If public-private partnership in Kryevidh Commune is to compete in the potential newmarkets and cater to the needs of tomorrow’s customers, the area needs to create “reasonsto visit”. These “reasons to visit” should appeal to foreign tourists as well as domesticholidaymakers, while at the same time enhance the visitor appeal and experience of a visit tothe areas. Only in this way can commune authorities and local business improve itscompetitive positioning in an expanding but more discerning potential market.A strategic weakness already identified is the current lack of distinctive reasons to visit whichwould appeal to differing market segments and the relatively poor product base, whichwould allow the area to compete in the growing special interest visitor segments.Identified shortcomings in range of “attractors” The research and analysis indicates “attractors”:that at present the area has a number of “gaps” in the range of attractors on offer. Theprinciple shortcomings in catering to a wider source market and matching the needs of theinternational and domestic source markets are: · Heritage: the area poorly presents its natural and cultural heritage to a market which places a high value on heritage as a motivator to visit the area; · Activities: as an activity holiday destination the area is almost exclusively known as “sun and beach” destination. The potential to appeal to special interest markets is currently under-exploited. · Entertainment: to cater to stay over visitors in the evening is product requirement for an area catering to tourists.In addition to the above, it will be important for authorities of Kryevidh Commune to ensurethat there are an adequate number of high visibility attractors that can capture the attentionof touring visitors and cause them to stop within the area en-route to or from Vlora region.Such “stoppers” can range from an inviting pleasant environment to specific highly visibleattractions which would cause a visitor to stop.Recommended “Attractor” StrategyIn developing new attractors the strategy recommended is one which will: · maximise “generative” effect across optimum number of segments; · develop a distinctiveness, ideally a uniqueness, within Kryevidh; and · secure private sector funding and management (or PPP) and ensure viability.While the majority of attractors are likely to be located within the “service triangle” (Spilleja- Fondi Shqiptar i ZhvillimitBashtova Castle - Shkumbin Rivermouth), the development of inland rural tourism in thefuture is recommended which would complement the coastal attractors.In addressing this issue, .attractors. have been categorised as follows: · “hard attractors” refer to those which are capital intensive and would typically be a new build or the conversion or use of an existing building; and,
  • 120. Plani i Zhvillimit Lokal - Komuna Kryevidh 120 · “soft attractors” which typically would utilise existing resources through organisation and manpower resources rather than capital investment. 8.1.1. “Hard Attractors”. In developing options in respect of attractors requiring capital investment a range of products were identified. In each instance the market opportunity was evaluated followed by a preliminary assessment of the appropriateness, distinctiveness and overall “market fit”. Within the context of a tourism development strategy an outline evaluation, based primarily on experience elsewhere, was used to assess the scale and likely attractiveness of the investment and viability of the operation. The following indicative list of prospects is presented on the basis that each: · has the ability to attract new visitors to the area and / or increase the expenditure of visitors; · is of a scale and risk that is not disproportionate to the opportunity; and · satisfies an identified product “gap” and projected visitor need. A preliminary assessment suggests that each of the following are feasible, and of great importance for the diversification of tourism product. Caravan Camping. A phased environmental enhancement programme and development of a cluster of complimentary visitor attractors is proposed, by selecting a suitable area for caravanning activities along the shore of Spilleja. The commune authorities together with business representatives are enthusiastic about the success of such establishment. This project would involve removal of some herbs and bushes, construction of a wooden bridge leading to the beach area, the appropriate furnishing of a 240 m street, linking the caravan site with village road, and greenery maintenance. A mix of retail of high appeal to tourist would be necessary such as craft shops, farmhouse goods, etc. Car parking should also be provided on the outskirts of the camping ground. The Construction of Open Bars and Public Toilets along the Beach. Meeting such Public Toilets infrastructure requirement is must, because for the moment almost all visitors pass their waters to the sea. The construction of public showers would also cater for the needs of sea bathers. At the moment there are two or three concrete constructions providing refreshments and catering facilities to the visitors. Because of the outstanding natural value of the beach area, further construction of such establishments should be stopped. Instead, the commune authorities should give activity licences to the operators who commit themselves to construct removable facilities according to orderly development and aesthetic principles.
  • 121. 121Outdoor Arena. A dedicated venue with purpose built facilities to cater for motor sports,competitive car and cycle events, together with recreational use. The venue could also caterfor other recreational activities and events. A new off-road venue would consolidate thearea’s position as a motor sports location and anticipate likely safety and environmentalpressure on the continuation of motor sports on public roads.Bashtova Castle. As the major historical site on the prime tourist route in the area, asignificant improvement in interpretation of the site and visitor access is proposed in thisstrategy. This site could cater to local and foreign visitors by organizing variousentertainment activities, such as the gastronomic event where traditional cooking receiptsare presented to visitors. In collaboration with regional authorities in charge of culturemonuments, it could successfully converted into an open area theatre and cinema show,where tourist could have the opportunity to see movies at least twice a week. In setting out toachieve the implementation of these activities, the illumination of the site is proposedtogether with upgrading of the road leading to the castle.Picture 2: Several Views from Bashtova CastleThemed Evening Entertainment A scheduled evening event featuring dinner andentertainment to cater to long stay visitors is suggested. The themes for consideration might Fondi Shqiptar i Zhvillimitinclude authentic menus, costumed waiting personnel and music entertainment. Potentialvenues could include the existing hotels, or restaurants, or an independent venue, such asthe Bashtova Castle.Surfing Spot. A centre to provide changing and locker rooms, equipment storage andmaintenance is proposed. While the daily expenditure of surfers may not be high, the newcentre would help to consolidate the venue for the sport, increase awareness, and provideintegrated facilities suitable for group visits outside of the peak months.
  • 122. Plani i Zhvillimit Lokal - Komuna Kryevidh 122 Kryevidh Regional Museum. While not primarily a tourist attraction, the setting up of a new regional museum at Spilleja village presents an opportunity to present aspects of the area’s heritage to visitors by means of special exhibitions and / or interpretation of nearby sites, such as Rreth Greth. Shkumbini River mouth. The amenity potential of Shkumbini River Mouth for tourism has yet to be realised. Low impact type developments are proposed to include angling access and stands and controlled use of motorised pleasure crafts. River bank amenity and walks are also highly desirable. Development initiatives underway including angling stands, improvement walks are welcome developments which should be encouraged to further exploit the amenity and recreational potential of the Shkumbini rivermouth. The Adjacent Lagoon of Karavasta. This lagoon which is located south to Shkumbini river mouth is the largest wetland site in Albania. Inside the Karavasta area there are three categories of Protected Areas: (i) Karavasta Lagoon, which is Strict Natural Reserve, (II) Divjaka National park, and (III Kulari- Managed Nature Reserve. The wetland shelters large quantities of winter water birds and is also a major nesting site for species of conservation concerns. At least six species of birds in Karavasta represent figures of international importance. Among them the worth mentioning is the presence of Globally Threatened Species such as the Dalmatian Pelican, Great Spotted Eagle, etc. Thus, the potentials for recreation through nature tourism (including naturalist excursions, bird watching, horse riding and carefully regulated angling and hunting) are real and could serve as a magnet for tourist attraction. Rural Tourism. The continuation of low scale tourism projects in rural areas is highly Tourism. desirable provided that accommodation is linked to particular activities, such as walking, angling, horse-riding, cycling, etc. While rural tourism is unlikely to feature strongly in the market positioning, a niche potential exists to attract visitors for a specialist rural experience. It should be possible also to engage other visitors for day visits. Recently developed products such as farm shop, pottery studio, farm trail, and “put and take” fishing lake have yet to realize their potential. While the marketing of stay-over rural holidays is probably best accomplished through association with specialist tour operators and co-operation with neighboring areas, consideration should be given to greater promotion of activities and attractions in the rural areas to holiday visitors at the coastal resorts. 8.1.2. “Soft Attractors” A further range of attractors have been identified which are capable of either attracting new visitors and / or enhancing the experience of visitors attracted by other factors. In each instance these attractors utilize existing resources - facilities and people - and while requiring some investment are not capital intensive. Enhancing visitor appeal and experience: Some Recommendations
  • 123. 123In addressing the shortcomings a number of initiatives are proposed for consideration whichwould enhance the visitor experience and increase visitor expenditure by prolonging the stayin the area:Countryside Walks. The development of one or two signposted walking and biking routes Walks.from 2 to 10 km, to both the casual and the serious walkers, will make the rural aspects ofthe area accessible to visitors, providing a contrasting and complementary experience to thecoastal aspects of the area.Free Bike and Horse Riding Scheme. To encourage longer stays and to facilitate lowenvironmental impact mobility within the area a free bike and low cost horse riding schemeis proposed in conjunction with designated cycle ways. The Commune authorities inconjunction with a sponsor might consider such an initiative which is quite common inEuropean cities. This service would help to reduce the level of car traffic through the areaand channel visitors to a range of fragile sites and attractions. The service might be providedby a local guide, or a specialist tourist route operator.“Themed” Walking Tours. A series of themed walking tours from high-density visitor Walking Tours.points e.g. Spilleja village is suggested. Themes might include historical sites; churches; thecastle of Bashtova, Turra Castle, Karavasta Lagoon, etc. These tours should be led by trainedguides.Hotel and Pub Entertainment. A schedule of in-hotel and pub entertainment, including Pubmusic, bands, singers etc. - should be used to enliven the visitor experience to Spilleja and/orKryevidh Commune. A program of entertainment for the area might include also DJs, anytheater troupes, etc.Attracting Special Interest Markets: Some Recommendations. The potential marketfor the area can be expanded considerably by providing identified niche markets withparticular motivations for visiting. A number of initiatives are proposed which would create areason to visit for specialist segments of the market that might not otherwise consider visitingthe area. The following proposals draw on existing resources and involve organization andcreative marketing of “self-fulfillment” type holidays rather than capital expenditure.Organic and Craft Markets. With the increasing interest in organic foods andtraditional crafts, an opportunity arises to stage and organize an agriculture and craftmarket on a regular basis. This would, in addition to attracting local residents, considerablyenhance the experience of foreign visitors and generate favorable publicity for the area. Fondi Shqiptar i Zhvillimit8.1.3. EventsThe area has already been successful in generating considerable visitor traffic and significantexpenditure as a result of staging of a number of annual events. Lifestyle research indicatesa growing interest in events and festivals together with an increasing incidence of events
  • 124. Plani i Zhvillimit Lokal - Komuna Kryevidh 124 becoming a prime motivator for travel. This category of tourism activity has a number of positive aspects beyond the immediate traffic and economic benefits, including the role such events can play in heightening the profile and image of the location. Recommendations The area should continue to further develop a range of artistic and cultural events which are consistent with the desired market positioning and which have minimal negative environmental or social impacts. The future position of events currently staged should be secured through necessary infrastructure investment and management. In addition, the staging of traditional events in rural villages should be encouraged as they provide an excellent focus on the area’s culture and traditions, which are of great interest to the visitor and enhance the image of the destination. A calendar of new events should: · feature cultural, sporting and social themes that enhance the desired image of the destination; · be capable of development to a point where the event is unique in Durrësi and Kavaja Area and ideally be of national and international significance, the cultural event “Sofra Ilire”, organized by Region of Fier would be an ideal example in this regard; · be attractive to potential sponsors; · generate overnight stays in serviced accommodation. 8.2. Visitor Accommodations In the context of the overall goal and the changing market demand, the area faces particular challenges with regard to the stock of guest accommodation. The principal challenge is a “miss match” between existing accommodation categories and the needs of tomorrow’s market, particularly the requirements of foreign visitors. The problems faced by the formal serviced accommodation categories - hotels and guesthouses - are further exacerbated by the requirements to remain open for a longer period, despite a short season, and poor efficiencies due to scale which lead to, at best, low profitability. Furthermore, demands of modernization require capital at a time when alternative use of sites, can yield a higher rate of return. If the goal of increasing and attracting tourists is to be achieved, a number of strategic changes will have to be effected within the accommodation sector, in terms of the composition of capacity by category and quality. The overall indicative approach needs to be one whereby: · An increase and remodeling of hotels is achieved; · The unique problems of the traditional resort guesthouses are addressed; and · The area is not allowed to become a second home enclave to the exclusion of rented self-catering accommodations.
  • 125. 125The critical factor in achieving these overall objectives for the sector will be the extent towhichinvestment can be attracted into the sector coupled with improved prospects for trading. It isobvious that incentives, such as grant assistance, soft loans, and / or fiscal relief, will benecessary for the realization of these objectives.8.2.1. HotelsMarket trends and projected touring traffic from outside Albanian would indicate anexpanding hotel potential for the area. Prime market prospects include: Market Segment Source Market · Touring visitors by coach and car Kosova, Macedonia CE Europe · Medium and Short-stay holidays Kosovo, Macedonia, GB, Germany · Based / special interest visitors GB, C. EuropeCurrently the area has difficulty meeting the market requirements in capacity and / orquality.Furthermore, the business economics for hotels and guesthouses is highly seasonal.RecommendationsIf the area is to develop as a tourism centre for domestic and foreign visitors, expanded hotelcapacity will be required in the following categories: · Existing Hotels: Current operators should be actively encouraged and : assisted in remodeling premises where it can be shown to be economically viable to cater for changing market demands i.e. to reach optimum operating size, and to provide an appropriate mix of ground floor facilities and services. Co-operation and branded marketing would also benefit existing hotels in reaching a broader market in a more cost-efficient manner. · Tourist Hotels: Purpose designed to primarily cater for coach and car tourists, located in Spilleja Beach, offering a 3* quality product and service. Ideal size would be approximately 30 - 40 rooms, designed to expand. It is recommended that such property be branded, as National Environmental Label as part of a chain of properties within other European Countries, to maximize marketing synergies. Fondi Shqiptar i ZhvillimitIt is envisaged that the property’s business mix would include touring visitors, short-breaksfrom within the Tirana, Durrës, and Vlora.
  • 126. Plani i Zhvillimit Lokal - Komuna Kryevidh 126 8.2.2. Guesthouses The traditional seaside resort guesthouses in the area are suffering from a number of factors that adversely affect this market’s acceptability and economic viability. These include: · Physical constraints of buildings and low incidence of en-suite rooms; and · Absence of positive marketing distinctiveness or appeal. These factors are combining to force many existing operators out of the business or to reposition as B&B accommodation. Recommendations · Remodeling of existing premises: as a matter of urgency representation should be made to the Commune, to seek special grant assistance and / or capital relief for investment in traditional resort guesthouses; · It is recommended that Commune authorities together with relevant potential donors be designated a pilot program for the revitalization of this category of accommodation. Within their context a review of both certification and classification requirements is proposed to better assist to meet itsunique challenges; This would include a co-operative marketing program and reservations service organized by the private sector to facilitate entry to foreign markets. 8.2.3. Caravan and Camping The area has good potentials for caravan parks, catering almost exclusively to the foreign market. It is likely that demand for sited mobile homes will contract over the next 10 years, while an increase in foreign visitors will result in increased demand from touring caravaners and campers. Touring caravaners will most likely be from mainland Europe (mostly Germany and the Netherlands) and will include dormobiles/camper vans. The profile of campers will be younger visitors especially from mainland Europe. Recommendations · Provision of services pitches for touring vans and tents within existing parks as demand · increases; · Discourage any new parks and adopt conservative approach to the expansion of existing parks; · Encourage greater screening of park environs to further minimize visual impact and explore · possibility of cottage developments, segregated from mobile homes, but having access to common recreational and retail facilities.
  • 127. 1279. QUALITY ASSURANCEAssuming an adequate range of natural resources, and a range of visitor accommodationand other services, the quality of the experienced is underpinned by: · the maintenance and standard of the environment; and · the way in which service is provided and delivered.9.1 The Physical Environment - Care and PreservationFrom the perspective of tourism the physical environment is a resource of utmostimportance. That which the tourist sees and experiences of the physical environment has aprimary influence on his views of Spilleja. The physical aspects of the environment thattourists can see include: · landscape, seascape, urban spaces; · beaches, open spaces, forests and other public lands; · public roads and furniture, car parks, pavements; · historic sites and buildings; · buildings of entertainment and recreation; · retail outlets; · visitor accommodations; · places of public resort (piers, promenades, etc.).The importance of an improved environmental quality cannot be over emphasized; and thecontinued need for appropriate planning mechanisms to effect consistent standards andchange where necessary.9.1.1 Land use & Planning Fondi Shqiptar i ZhvillimitThe development and conservation of the environment in an orderly way that reflects theneeds of tourists and the people of the commune is critical. Tourism has a great influenceon land use planning and development which is translated into both the exploitation of landas a resource, and into the value which it produces as a tourist product. Tourism cangenerate problems for the maintenance of the environmental qualities as, for example,erosion, excessive exploitation and pollution of water resources, which must be tackled ifsustainable and not degenerative tourism development is desired.
  • 128. Plani i Zhvillimit Lokal - Komuna Kryevidh 128 9.1.2. Carrying Capacity Assessment The calculation of carrying capacities is done through the integration of several parameters: · Natural resources. This concerns mainly preservation of the natural environment and in particular, output of the water supply; · The accessibility of the area, i.e. the proximity with the nearest airport, port and the portion of travelling by car, b us, etc. · The dimension of the site and morphology of the landscape, which determine the density, the maximum height of building and the aesthetic component. The types of possible tourism development, together with their carrying capacity guidelines for Spilleja beach are given in the table 10 below: Table 10: Assessment of Carrying Capacities for the Area Description Spilleja area comprises a beach of an important length. The back size of the beach is associated with a dens belt of pine trees Type of possible tourism Middle class tourism possible A site for potential development of holiday resorts build in the form of low rise hotels up to three floors on the back of the beach and in the hilly area. Main and secondary road networks have to be improved or created. Specific measures of Lack of sewage treatment and solid waste disposal remains one of protection/environmental the biggest infrastructural problems and must be addressed as concerns urgently as possible. Fair rules of urbanization and architecture for the extend of the zone for possible tourism development. Projections of carrying No more than 100 tourist bed/ha, or 100m2 beach territory per capacity for the area visitor. Source: Consultants’ Assessment, Albanian Tourism Development Guidelines.
  • 129. 1299.1.3. The Need for an Integrated ApproachThe requirement, which follows from the analysis, is to develop models which adapt to thedifferent spatial and land use realities of tourism and which are capable of overcomingproblems such as seasonality or the overexploitation of resources. In the context of planningfor tourism and environment, it is important to have regard to the following considerations: · Tourism is a living phenomenon and is in transformation. Control will only be effective in territorial planning if it is possible to add conservation to the improvement of the territory, establishing the most appropriate forms of management with regard to the natural environment of the various tourism products; · Management projects, plans and methodologies should be appropriate to reality in order to contribute to the improvement of obsolete products and the identification of those spaces that can be developed or improved. An integrated planning approach is vital in order to maintain the quality of the physical surroundings. Undeveloped territory should be preserved through both qualitative and quantitative controls; · The physical and economic nature of tourism products, including parametric characteristics, aspects of spatial, localization and management determinants; and · The analysis of the development processes of tourism areas, including structural and parametric readings, time sequences, induced effects, synergies and national values.9.2. Pilot Projects and ExperiencesThe advisability of putting pilot experiences into practice emerged very strongly during theconsultations process, with particular reference to: · Preparing new spatial reference models for the development of tourism spaces; · The promotion of partnership and participation between public and private bodies, so ensuring that all the relevant stakeholders “buy into” particular projects, thus improving the prospects of their successful implementation Fondi Shqiptar i Zhvillimit and realization.The refurbishment of the street in Spilleja village by ADF funds is regarded as a goodexample of such a pilot project that is helping to promote visual coherence and order in theareas’ streetscape. However there are many other needs and ideas which might beaddressed through other funding opportunities. Through these funding opportunities smallscale projects have to be instrumental in diversifying the economy of Kryevidh rural areathrough exposure to tourism.
  • 130. Plani i Zhvillimit Lokal - Komuna Kryevidh 130 Recommendations The following recommendations are made in respect of land use planning and development: · There is a need for a more detailed area planning framework and supporting institutional system to provide a relevant context and instrument for bridging area disparities in terms of employment opportunities, infrastructure, and the provision of services and tourism development; · The development of model concepts for tourism projects which will provide a group of references and a method of analysis would allow relationships with the surroundings to be optimized. This would include consideration of the characteristics and qualities of the landscape on the one hand, and the volume, mass and distribution of proposed developments, on the other. The importance of scale, profile and building massing must also be considered in the context of ensuring assimilation within the lines of established historic landscapes and without diluting or destroying the horizon; · In terms of identity, there is a need to promote local architecture, with particular reference to: - repairing existing structures - the promotion of more restoration and demonstration type projects should be encouraged, with particular reference to urban refurbishment - the need for a multi-disciplinary approach to the problems of reconciling tourism development and organization with sustainable development; and · Tourism planning should be based on criteria of quality and harmonious assimilation of tourism and the landscape (physical and human), a measure which should have just as much importance as the economic, strategic or political criteria. 9.3. Infrastructure Infrastructure can all to easily be taken for granted and the extent to which they impact on the tourist product is only recognized when a deficiency becomes evident. In view of the proposed environmental emphasis, a waste management program will become increasingly important. Best practice within both the public and private sectors is called for, as anything less will undermine the desired positioning of Spilleja as a tourist destination. Furthermore, with growing customer awareness of the value of good environmental practice in relation to waste management Spilleja has an opportunity to gain a competitive advantage. The full refurbishment of the road linking the national corridor with Kryevidh villages at the beginning of new tourist season, bears a great advantage to the development of tourism activities to the area. Nevertheless the reconstruction of some local streets linking major tourism products and attractions represent another challenge for the commune authorities. The most important among them are the streets linking:
  • 131. 131 · Spilleja village with Bashtova Castle; and · the proposed caravanning site with existing road leading to the village entrance.RecommendationsThe strategy, which encourages greater circulation of visitors, including coastal and ruraltourism, caravans and camping and some special interest holidays will require investment insignposting and traffic management programs. · Signage - directional and informational requires to be addressed in a comprehensive and integrated manner, corresponding to internationally accepted norms to facilitate tourism. · Pedestrian ways - footpaths, squares / plazas, parks, green areas, access to the sea and to significant sites and road side furnishings require to be integrated and upgraded to create a more pleasant and visitor friendly experience. · Traffic management, especially in urban areas and the immediate environs of high-density visitation areas will require attention. Co-ordinated management measures such as traffic calming, increased fee paying car and coach parking, park and ride facilities, restricted access areas/times will be required to relieve congestion and improve the environment for visitors, residents and local businesses.9.3.1. BeachesThe area has an established reputation for the quality of its beaches. With growing customerawareness of water quality and related matters the attainment and maintenance of NationalEnvironmental Labels (NEL) status for the beaches in the area should be a priority objective. Fondi Shqiptar i ZhvillimitPicture 3: Views from Spilleja Beach
  • 132. Plani i Zhvillimit Lokal - Komuna Kryevidh 132 9.3.2. Urbanscape improvement Continuation of the urban and village environmental enhancement programs should remain a priority in order to heighten the visual and amenity appeal of streetscapes within the area. The more extensive use of restored shop frontages; flowers; street furnishings would further enhance the main thoroughfares. 9.4. Spatial Distribution of Tourism The varying characteristics of the area offer the potential to achieve spatial distribution of tourism throughout the beach area. Spilleja is the effective tourism “hub” due to its range of visitor facilities, attractions and services. The following outlines the location vision and actions within the context of the proposed strategy for the future of tourism to the area. Spilleja Village: Will continue to attract tourist who like to experience B&Bs, Guest House and other types of family hotels. With a projected increase in tourists to the area, a major challenge will be to improve the viability and accessibility of village centre to the passing visitor The urban renewal envisaged for the village should be strongly fashioned after the coastal resort-style appearance in order to preserve the town’s distinctive character. Feasibility plans need to be prepared for external restoration and/or refurbishment of prominent houses with high visual impact. The encouragement of a distinctive mix of more up-scale retail and catering outlets, should be a priority. In order to maintain the village’s ambiance and appeal incentives are urgently required to ensure that residential and guesthouse properties can be maintained in use and are not allowed to deteriorate further. Spilleja Beach: Will continue to act as the primary tourism hub for the area. Based on a cluster concept, those services and facilities exclusively catering to tourism would appear to have the best prospects for success, based on maximizing catchment potential. The improvement of the road linking the area with the national corridor will improve the prospects of capturing visitors, together with increased car and coach parking. Therefore, in contrast to the adjacent Durrësi Bay, the ambiance and pace of Spilleja beach should be maintained as more reserved with a range of facilities and services consisting of smaller scale hotels, motels camping and caravans. The specific tourist amenities related to the beach, water sports walking, and en-route touring should be developed along the sea-front, to include day time shopping opportunities and evening dining. Kryevidh Village: The restoration of a village ambiance, through revitalized retail and catering, appears to be a priority. The scale of second home development in recent years has resulted in a major change in character. The village needs to recreate a centre through style and scale of architecture, and public use opportunities. The redevelopment of a village inn style hotel or hostelry would help create the desired ambiance. Bashtova and Turra Castles: These cultural monuments with access to angling and Turra countryside walks, are potentially well suited to attracting more visitors. The spots revitalization, supported by local guides, together with a presence of mix of antique, crafts and local souvenirs, and organization of various cultural events could be of particular appeal to tourists.
  • 133. 1339.5. Human Resource DevelopmentAs a service industry, the quality of the tourism experience is largely dependent on the inputsof people who interface with the visitor. The challenge facing all tourism destinations is toensure that procedures and delivery mechanisms are in place to ensure a consistency in thestandard of service which the customer receives. The success is dependent on bothmanagement and front-line personnel. The availability of a well-educated workforceconstitutes a valuable resource for tourism development. The tourism industry in the area isfaced with a number of challenges, including how to improve the level of service, how toincrease the number of trained staff, given the seasonal pattern of demand and the large-scale migration of younger people to seek employment in large cities.Education and training at all levels are critically important in the implementation of a qualityassurance program. Ongoing development of the human resource is an aspect of businesswhich requires investment by the private sector.Recommendations · A series of information workshops for business proprietors, hotel and restaurant managers engaged in tourism is an urgent need. The workshops would concentrate on how best to meet the needs of the new market by reference to “best practice” in competitor destinations; · In conjunction with the Albanian Tourism Association and European University for Tourism, the design of a series of training courses for accommodation and catering staff, should start as soon as possible; · A guide training program for individuals with specialist knowledge of the area should also be considered in the near future.9.5.1. Tourist Information ServicesIn any tourism destination the provision of a good quality information service canconsiderably enhance the experience for the visitor. Research has showed that on-locationinformation professionally presented can positively influence a tourist’s behavior in terms oflength of stay and expenditure.Recommendations · Provide self-service information points at a number of strategic locations Fondi Shqiptar i Zhvillimit throughout the area; · Consider the provision of an information kiosks at the entrance of Spilleja village, which is the highest density tourist spot of the area; · Introduce a system of information tourist signage; and · Recruit a network of volunteer informational guides.
  • 134. Plani i Zhvillimit Lokal - Komuna Kryevidh 134 GOVERNANCE ORGANISATION 10. GOVERNANCE AND ORGANISATION 10.1. Governance Regulatory Environment. The key areas of regulatory enforcement that will determine the quality and viability of the tourism product will be planning and environmental controls coupled with quality mark and classification criteria. Recommendations A strict enforcement of environmental controls on public and private sector developments will be necessary to ensure the sustainability of the area as a tourism destination. Incentives The implementation of the proposed strategy calls for investment in the tourism plant by both the public and private sectors. Experiences in other destinations have amply demonstrated the benefits of incentives as a policy instrument: · To stimulate private sector investment; · To attract new sources of capital into the sector; · To encourage renewal and extension investments; · To reduce possibility of displacement effects and allocation inefficiencies; · To provide greater flexibility to respond to emerging opportunities and trends. Typically, investment incentives fall into one of the following categories - grant aid; “soft” or subsidized loan capital; and taxed-based incentives. Tax based incentives tend to be more effective in stimulating investment, and as they represent exchequer revenue foregone tend to be more attractive to governments. Recommendations A pilot fiscal incentive scheme be prepared and presented to Government for consideration to include: · accelerated capital allowances; · Tax relief or a tax credit system for marketing and training expenditures; and
  • 135. 135It is recommended that an appropriate set of mechanisms be proposed to achieve specificstrategic objectives, for example: · Refurbishment of older visitor accommodation; · Development of specific new products; · Environmental improvements; · Investment in “attractors”, which can be shown to be highly desirable and operationally viable, but provide an unacceptable rate of return on investment; and · Investment in marketing and human resource development.The choice of specific measures should be dictated by the appropriateness, effectiveness,andadministrative efficiency of any such incentive in helping Kryevidh Commune achieve itsstrategic objectives in the light of its unique circumstances.10.2. Managing TransitionThe fundamental consideration in making the transition is the way in which supply anddemand are managed. Therefore it will be critical that the supply (type, quantity and quality)of all the constituent elements of the tourist product in Spilleja are developed and brought onstream in a cohesive way. Equally important will be that the demand for the areas’ tourism(number and type of visitors) matches in every way the product development required underthe new strategy.To achieve the necessary level of symmetry between the product and the customer calls forclose and continuous management of the multifaceted elements that constitute supply anddemand in tourism. Exacerbating the situation is the reality that the transition process mustalso take into account the absolute necessity of continuing to accommodate certain types ofbusiness in the short-term until it can be replaced and the fact that out of state demand inthe short term may outstrip supply.Recommendations · Phased ImplementationSuccessful strategic implementation together with the need to accommodate existingbusiness implies that change must be gradual or phased. Phasing may be considered as Fondi Shqiptar i Zhvillimitfalling into three time periods:- Phase I - year 2009 the decision to adopt the strategy;- Phase II - the period that includes years 2010-2012;- Phase III - the period from year 2012 onwards to 2014.
  • 136. Plani i Zhvillimit Lokal - Komuna Kryevidh 136 · Managing Implementation Three factors are integral to the process of managing implementation, they are: - Communicating the strategy so there is a wide understanding and acceptance of what is being undertaken; - Identifying the key players and the role they will have in implementing the strategy; - Establishing the right structure to support the implementation of the strategy. Detailed planning will be the key to strategic implementation. With the crucial decision taken as to strategy, consideration must be given as to how it will be implemented. Success in implementation is closely linked to careful and detailed planning. 10.3. Organizational Structures Managing the implementation of the strategy can be greatly facilitated by the right organizational structure being in place. The complexity of the tourist industry and the wide range of interests involved make it important that clear regional and area partnership structures are designed aimed at facilitating the process of planning, co-ordination and implementation of the strategy for tourism. The evidence of best practice elsewhere points to the need to engage all stakeholders in an effective public - private sector partnership. The following key structures for partnership are recommended: Kryevidh Commune Council’s Leadership Role. The Commune Council of Kryevidh should provide leadership through a clear statement of policy which will inform all future decisions taken in relation to the tourism sector. It should also provide a platform for the development of initiatives that will require the formation of new private / public sector partnerships. The policy statement should provide the impetus for the creation of the new structures that will be required. It will also provide the go ahead for the many public and private sector initiatives that will be necessary to effect change. The Commune Council is the logical leader of the process of implementation of the strategy. In order to be able to fulfill its role in this regard however, it may be necessary to re organize the commune’s structure with a view to ensuring that it is capable of acting with the speed and initiative that will be required in a fast changing commercial environment. There are many complex and difficult tasks implied in the implementation of this strategy. In order to ensure that they are completed, there is a requirement for innovative and decisive leadership from the local authority representatives that is firmly rooted in close contact with the private sector The Hotelier-Tourism Association of Spilleja. As a community-based development Hotelier- organization, this association can encourage and support further development initiatives to attract and support tourism to the area. Its role and activities engage the public, private and voluntary or community stakeholders in new small scale enterprises to further local economic development. Should this association be functional, it can be considered the counterpart of larger tourism non-for profit organizations, like Albanian Tourism Association
  • 137. 137(ATA) which encounters over 120 members from the sectors of accommodation, cateringand travel agents.Tourism Development Unit. This unit should be constituted at the commune level toinclude relevant representatives of Local Authorities and private/voluntary sectorrepresentatives. The duties this Task Force will be to:- Establish priorities and set targets for tourism within the area;- Lobby central government on issues pertaining to tourism, e.g. regulatory, investment,environmental and planning issues;- Oversee the implementation of the Tourism Development Plan for Kryevidh Commune;- Market and monitor specific initiatives in the areas of Product Development, Environmental Management, Marketing and Promotion and Quality of Service Delivery; and- Monitor the achievement of the targetsThe Private Sector. No amount of planning on the part of the public sector will lead to a Private Sector.sustainable competitive advantage for tourism in the area without co-ordinated effort of allof the private sector interests in the process. The key areas for development will include: · Product Development and Innovation: the principal onus for the development of relevant products and services for the targeted markets and market segments will fall on the private sector. This process must be underpinned by strategic research into appropriate standards in the development of tourism facilities and will require an input from design consultants capable of developing products and services with a specific local identity. · Marketing and Sales: There is an urgent need for the industry to review its competence in the area of marketing and sales. The shift from over- dependence on mass distribution led markets towards more targeted segments will require professional marketing techniques. This will include the use of the latest technology in developing customer loyalty programs through database marketing and direct marketing. · Quality of service delivery: the industry will need to enhance its level of competence in the areas of Human Resource Management and Operations Management in order to inculcate throughout the industry a culture of quality in the delivery of services. Industry led quality certification programs, Fondi Shqiptar i Zhvillimit aimed at identifying and certifying leading practice in the areas of quality customer led service delivery is essential to achieving sustainable competitive advantage. · Involvement of Local CommunityThe roles and priorities for the local authority and community groups within the area willinclude:
  • 138. Plani i Zhvillimit Lokal - Komuna Kryevidh 138 - Local public education and awareness programs; - Local environmental protection, conservation and enhancement initiatives; - Promotion of local / regional identity; - Stimulating local product development initiatives in partnership with private sector - developers; - Providing customer led services for visitors at local level; and - Promoting a culture of welcome for visitors at local level.
  • 139. 139RECCOMENDATIONS FOR COASTAL DEVELOPMENT INRECCOMENDA COAST DEVELOPMENT ASTALKRYEVIDH COMMUNEGeneral Recommendations and Urgent MeasuresThe analysis of physical, environmental, institutional and human development context, whichhave been presented in this report, aim at identifying the key obstacle an opportunities inachieving the objective for tourism development in Kryevidh Commune. Based on thisanalysis, the following recommendations are formulated to be considered by the communeauthorities and other relevant stakeholders.In terms of urgency, the recommendations and proposed measures belong to three groups:immediate (urgent), short term, and mid-long-term.Given the scale of potential development along the Spilleja coast, the following measures arerecommended: 1. Coastal belt of 200 m should be proclaimed as a protected coastal area, of particular significance and interest for the commune. 2. Any construction of tourist buildings within the protected coastal area can take place only after the adoption of a detailed regulatory plan (urban planning study for the zone). The only exemption may be within the urbanized area within the villages of the commune. The key aim of a detailed regulatory plan is to define the system of open public spaces including the road/street network and adequate infrastructure services. 3. Construction of tourist establishments within the protected coastal area can take place only after the open public spaces including the road/street corridors with communal infrastructure and green areas, are subdivided according to the approved detailed regulatory plan. Fondi Shqiptar i Zhvillimit 4. Within the residential and tourism development uses no development of tourist accommodation facilities should be allowed in a 100 coastal belt. Within this belt, the allowed interventions include: open public spaces, such as recreations areas, tourist catering and entertainment facilities, and coastal infrastructure, (coastal streets, parking lots, etc.) 5. Measures not to allow real estate development within the tourist development zone. It is important not to allow the building of the apartments which are most often intended to be sold on the real estate market.
  • 140. Plani i Zhvillimit Lokal - Komuna Kryevidh 140 6. Measures should be introduced to control spreading of settlement along shore (coastal ribbon development) which is being done so often though legal land use plans along the shore of Durrësi and Golemi Bay. Local-level land use planning documents should provide clear criteria, preferably quantified, based on the size of the existing building land, share of already developed land within it, and tourism development forecast as well. Such measure should protect the coastal belt from sprawl development, balance supply and demand of buildable land, and make provisions of urban infrastructure services more cost effective. 7. A new strategic and systematic process for the assessment of the culture heritage condition, pressure on protection priorities – including cultural landscapes- should be developed within the planning process. The cultural and scenic landscape values of Kryevidh, in particular in Spilleja coast remains a major attraction for the tourism industry and these values should be managed as a key component of tourism infrastructure. 8. The consultants contacts revealed that most of local development actors consider tourism the key economic sector in the future. However, it should be noted that tourism today is highly sensitive to the movement of international capital mostly driven by large emittive markets. In addition, tourism has become a very competitive industry, and particularly sensitive to environmental degradation (The case of Durrës and Golem). This is why tourism should not be permitted to become the over-dominant regional economic sector. Agriculture and fisheries with related industries, a strong service sector, in particular trade, combined with tourism business, provide the best balance of diversity. 9. Massive, and often externally driven tourism development has proved to produce the greater environmental, economic, and social shock to a destination. In addition, over dominant international tourism development brings a high rate of profit leakage. Instead, a slower growth with lower scale development and significant share of local investment has a much better chance of adapting to the existing conditions. It also has the advantage of a greater public involvement locally, providing a better integration and greater returns to the local community.
  • 141. STRATEGIC ACTION 11. STRATEGIC FRAMEWORK – OUTLINE ACTION PLAN 141 Estimated Lead Ref. Action Timing Output Partners Cost 1 Responsibility 1. Managing the Process 1.1 “Sell the vision” to all stakeholders 2009 Full understanding and support from Kryevidh All (local / regional / national) sectors Commune - Briefings / meetings - Private - media publicity - Public - Voluntary Prioritized program 1.2 Establish Tourism Development Unit Small advisory group of influential actors (from 2009 Annual action plan Kryevidh Tourism public and private sector) who can contribute to the Agreed on project priority Commune Development Unit implementation of tourism strategy) Identification of funding opportunities Engagement on quarterly / half year basis Facilitation of delivery projects 1.3 Monitoring the action plan Quarterly Review and revision Kryevidh Tourism New updates etc. Commune Development Unit 2. Strategic Product Development Program 2.1 “Hard Attractors” 2.1.1 Develop product specifications, outline investment 2009-2014 Increase the interest in new attractors in Kryevidh Government proposals and operational models. heritage, entertainment, shopping Commune Agencies categories. Prioritize specifically the caravan camping Kryevidh Kryevidh and beach tourism development. Commune Commune Prioritize investments for refurbishment of Kryevidh inner part of Bashtova Castle Commune Provide new evening entertainment Kryevidh Local Tourism product for 2010 season. Commune Business1 This column provides rough estimations for proposed infrastructure works, promotional and human development activities.Fondi Shqiptar i Zhvillimit
  • 142. Plani i Zhvillimit Lokal - Komuna Kryevidh Lead EstimatedRef. Action Timing Output Responsibility Partners Cost2.1.2 Prioritize and categorize by funding source i.e. 2009 + “Priority list” of achievable projects and delivery Kryevidh Task force Private / public Public/PPF/Private schedule for the period 2009-2014. Commune sector2.1.3 Submit Public Sector Development program to 2009 + Obtain funding for public and PPF projects. Kryevidh Government Funding Agencies Commune Agencies Private / public2.2 “Soft Attractors”2.2.1 Workshop for prospective operators / partners. 2009+ Solicit operator interest / participation Kryevidh All Commune2.2.2 Prioritize and categorize by funding source i.e. 2009+ “Priority list” of achievable projects and Kryevidh Private / public Public/PPF/Private delivery schedule for the period 2009 -‘14. Commune2.2.3 Specialist advisory service and business 2010+ Advance business proposal to fruition Kryevidh ADF / Banks development support. Commune2.3 Events2.3.1 Reassess facilities requirements for existing 2009+ Continue to support existing major events Kryevidh Local business festivals/events, in light of competition and changing Commune environment.2.3.2 Support culinary and cultural festivals and events to 2009+ Establish suitable events Kryevidh Local business become events of regional and national significance. Commune Events organizers2.3.3 Target new event and events funding. 2009 / Expand calendar of events with new Kryevidh Private / public Ongoing festivals/events by 2010-2012 Commune 142
  • 143. Estimated 143 Lead Ref. Action Timing Output Partners Cost Responsibility 2.4 Hotels 2.4.1 Existing hotels: encourage business development by 2009-2014 Improved stock of hotel accommodation Kryevidh Spilleja Hotel - Exposure to best practices More market appropriate /focused Commune Association / - Workshops/seminars on current trends and products and services European University business operations to respond to customer Improved viability and customer for Tourism, etc. needs satisfaction - Provision of professional advice and mentorship, etc. 2.5 Guesthouses and B&Bs 2.5.1 Make case for special treatment of coastal resort 2009+ Establish registration and classification Kryevidh Donor Agencies guesthouses and B&Bs criteria/Special accommodation Commune categorization 2.5.2 Maintain distinctiveness and improve viability by 2010+ Reposition the product with improved shared facilities, e.g. common food and beverage, image and value perception reception, etc. More effective marketing and services systems 2.5.3 Program to support hospitality services and 2010+ Improved visitor welcome and services cooperative marketing 3. Marketing Program 3.1 Research, develop and test new promotional image 2009-2012 Position the destination with new Kryevidh Tourism Business / - Define the image and appeal proposition in the campaign in domestic and outside Commune National Tourism context of product and new strategy markets Agency / Municipal - Integrate to maximize synergies and efficiencies Office for Tourism alongside Adriatic brand positioning.Fondi Shqiptar i Zhvillimit
  • 144. Plani i Zhvillimit Lokal - Komuna Kryevidh Lead EstimatedRef. Action Timing Output Partners Responsibility Cost3.2 Develop and maintain a tourism web-site - Develop a user friendly site or portal which in 2009+ On-line access for consumers to Kryevidh Tourism and IT 1,800 Euro conjunction with tourism business will provide information and bookings Commune Businesses access to information and to reservations3.4 Revamped Promotional Campaigns - Publicity / PR 2009+ Improve effectiveness and greater Kryevidh Tourism and 20,000 Euro - Promotional materials efficiencies Commune Marketing - Marketing campaigns businesses - Tourist fairs - Familiarization trips of journalists and travel writers - Annual monitoring assessment3.5 Special Interest Marketing _ - Nature exploration 2009+ Penetration of market segments, Kryevidh National Tourism - Culture heritage conversions/visits and inclusion by tour Commune Agency / Albanian - Rural Tourism operators in programs. Tourism Association - Fishing - Outdoor activities The campaign will include trade and consumer in markets as appropriate3.5 Research & Marketing Surveys - Visitor profiles, etc. 2009+ Improved information and effectiveness Kryevidh Tourism Consultant _ - Potential markets / segment studies Commune Offices4. Quality Assurance Program 4.1 Improving the Environment Kryevidh Regional4.1.1 Urban environmental upgrading programs and 2009-2012 Property and environmental enhancement Commune- Environmental incentives Private Sector Agency 144
  • 145. Source and 145 Lead Ref. Action Timing Output Partners amount of Responsibility funding 4.1.2 Advisory Workshops and professional service 2010-2012 Restoration and increased use of Kryevidh European University to encourage and assist properly owners and architecture Commune for Tourism developers 4.2 Infrastructure 4.2.1 Construction of a 240 m road linking the Spilleja 2009-2010 Direct access to seashore Kryevidh Albanian 35,000 Euro 2 entrance with the proposed camping and caravanning Coastal and countryside walks Commune Development Fund site. 4.2.2 The Construction of Open Bars and Public Toilets 2009-2010 Improved waste / cleansing and service Kryevidh Albanian 10,000 Euro along the beach arrangement Commune Development Fund 4.2.3 Refurbishment of the road linking Spilleja Village with 2010-2013 Access to cultural heritage site Kryevidh Albanian 55,000 Euro Bashtova Castle Commune Development Fund 4.2.4 Installing a collector for waste treatment 2010+ Improvement waste collection Kryevidh Professional 100,000 Euro Commune Services 4.2.5 Paths and biking trails 2010+ Touring route Tourism Businesses 4.2.6 Traffic Management programs 2009+ Reduced congestion Kryevidh General Directorate Improved parking Commune of Roads 4.3 Beach Management Program 4.3.1 Application of national environmental label (NEL) Annual NEL status Kryevidh Albanian Chamber Commune of Commerce / 4.3.2 Beach management and clean up-program Annual Improved waste / cleansing and beach Albanian Tourism maintenance Association2 This figure is a rough estimation provided by a roads construction expert.Fondi Shqiptar i Zhvillimit
  • 146. Plani i Zhvillimit Lokal - Komuna Kryevidh Source and LeadRef. Action Timing Output Partners amount of Responsibility funding4.4 Human Resource Development4.4.1 Public Awareness Campaign 2010 + Greater support for tourism Kryevidh Task force / tourism 15,000 Euro Commune businesses /4.4.2 Hospitality skills enhancement 2010 + Identification of training needs European University Kryevidh for Tourism4.4.3 Conduct Training Courses annually Improved tourist service quality Commune4.4.4 “Best practice” tours annually Improved quality and management Kryevidh practices Commune4.5 Tourist Information Services4.5.1 Set up a tourist information kiosk in Spilleja Village 2010+ Improved and more accessible tourist Kryevidh Municipality of 3, 000 Euro 3 information Commune Kavaja / National4.5.2 Evolve new methods of delivery 2010+ Increased service Tourism Agency4.5.3 Preparation of volunteer staff / guides 2011+ Increased professionalism in tourist services delivery 3 Including the production of simple promotional materials 146