Tourism in ALBANIA

ABSTRACT
Tourism is an economic activity, or a set of activities coordinated with each other that aim to meet
the needs of individuals, related to leisure and movement of people. Today, tourism represents an
industry, because it is about activities aimed at the use of tourism resources, as well as the
transformation of natural, human, and capital resources into tourism products and services. The
tourism industry is a very important sector that affects the growth of economic activity worldwide.
Tourism has a great potential and plays an important role in meeting the main macroeconomic
objectives related to economic growth, employment, sustainable economic and social
development. The impacts of tourism are multifaceted: economic, social, natural, or
environmental, political, and cultural.
The main purpose of this paper is to show how the government contributes to the sustainable
development of tourism in the country and opportunities for improving tourism in general,
especially tourism in the south of the country. The paper aims to conduct an analysis of the
opportunities that Albania must develop and have economic growth in the tourism sector. We will
also analyze the role that government plays in improving this sector.
Keywords: tourism, government, influence, South of Albania, maritime, cultural heritage.

TABLE OF CONTENTS
CHAPTER I INTRODUCTION ................................................................................................. 3
1.1. General introduction about the topic of the paper............................................................ 3
1.2. Purpose and Objectives of the paper................................................................................ 7
1.3. Hypothesis........................................................................................................................ 7
1.4. Research questions ........................................................................................................... 7
CHAPTER II. THEORETICAL LITERATURE ........................................................................... 8
2.1. Tourism as an activity with wide cross-sectoral impact ...................................................... 8
2.2. Tourism development strategy........................................................................................... 10
2.3. Sustainable development of tourism .................................................................................. 11
2.4. Ecological tourism - a model of sustainable development................................................. 12
CHAPTER III METHODOLOGY.................................................................................... 16
3.1. Study methodology ............................................................................................................ 16
CHAPTER IV IMPACTS OF TOURISM ............................................................................... 17
4.1. Economic, social and environmental impacts.................................................................... 17
4.2. Maritime tourism and the tourist market............................................................................ 19
4.3. Nature monuments in the service of tourism ..................................................................... 21
4.4. Tourism as a structure of capitalism .................................................................................. 22
CHAPTER V TOURISM IN THE SOUTH OF ALBANIA: CASE STUDY........................ 23
5.1. Problems of tourism in the south of the country ................................................................ 23
5.2. Advantages and importance of the tourism sector ............................................................. 24
CONCLUSION ........................................................................................................................... 25
RECOMMENDATION .............................................................................................................. 26
REFERENCES............................................................................................................................ 28

CHAPTER I INTRODUCTION
1.1.General introduction about the topic of the paper
transformation of natural, human and capital resources into tourism products and services. The
development. The impacts of tourism are multifaceted: economic, social, natural or environmental,
political and cultural. Tourism, travel for leisure, entertainment, business, culture, history, etc., is
a large industry, which offers employment opportunities in agriculture, forestry, fishing,
communication, use of water resources, service industry, where we understand transport services,
accommodation, other hospitality industry services. (Barbieri & Mahoney, 2010).
The investments of recent years are the most convincing argument of the development policies of
the Albanian government and not only, while the current level of tourism financing is in line with
the treatment of this industry as a priority sector. Of all the categories of tourism impacts, economic
impacts are of the greatest importance for overall development and this stems from their strong
interdependence with other categories of impacts. Tourism contributes to increase national income,
creates employment opportunities, narrows the trade deficit gap, strengthens economic
development in peripheral regions, intensifies the activity of enterprises that produce goods and
services, which meet the direct or indirect tourism needs. In recent years there has been an increase
in interest by researchers Petroman et al (2013) for the impacts of tourism on economic growth,
especially for developing countries. These countries are focusing on economic policies to promote
tourism in the international arena as a potential source of economic growth. Tourism can make an
important contribution to three dimensions of sustainable development: create jobs, generate trade
opportunities to identify needs and support tourism activities, create important capacities that
promote environmental conservation and diversity benefits cultural. The production of statistics
harmonized with the supply and demand of tourism, today is considered crucial to enable decision
makers to evaluate and improve this important economic sector. (Richards 1996).

Tourism is the practice, the action taken by those who travel or visit places for the purpose of
entertainment, knowledge and learning; according to the definition of the World Tourism
Organization (one of the departments of the United Nations). The World Tourism Organization
defines tourism in general, in terms that "go beyond the common perception of tourism as limited
to holiday activity only", as people "travel and stay in places outside their usual environment for
no more than one year in a row for leisure, business and other purposes ". Tourism is in simple
terms travel for pleasure or business, tour theory and practice, the business of attracting,
accommodating and entertaining tourists, as well as the business of operational travel. Tourism
can be international or domestic. The word tourist was used in 1772 and tourism was used in 1811.
This word is formed from the word tourney, which is derived from Turian from Old English, from
the Latin word tornare: "to return again". A tourist is anyone who travels to different places from
the one in which he has his current residence, outside the daily personal environment, for a period
of at least one night but not longer than one year and his usual purpose is not to be any kind activity
from which to profit economically. This term includes all those who travel for: amusement, rest
and relaxation; to visit friends and relatives; for work and professional motives, for health, faith /
pilgrimage motives, etc. Tourism can be local or international and international tourism has
incoming and outgoing implications for a country's balance of payments. Today, tourism is a major
source of income for many countries and affects the economies of source and host countries, in
some cases it is vital. (Barbieri & Mahoney, 2010).
Tourism has a significant positive impact in Albania on economic development and its progress.
Albania has a competitive position in the regional tourism market. The tourism industry occupies
a key place in the economy and is an important resource for the development of the country.
Through analysis and theoretical aspects it is shown how the region can apply tourism as another
form of its economic development. In this paper we will show the current state of development of
the tourism sector, shortcomings that hinder its development and opportunities that can be used in
the future. The state of the natural environment and cultural assets of the region as well as the
identification of the less visible ones is another aspect addressed. Giving some opinions which
could improve the tourism sector is another aspect that this topic aims to provide.
Albania has great potentials for the development of all forms of tourism and together with a better
promotion, investment plans and human resources we will achieve those tourists learn the pleasant
truth talked about our country. Tourism can have the right weight in the economy by making a

balanced growth of all sectors of the economy. The large number of tourist assets of Albania offers
a range of different experiences for visitors starting from 470 km of the Mediterranean coast with
excellent beaches for mountainous areas and lakes as well as a rich and diverse cultural heritage
and outstanding history. The most visited areas of the country include the capital Tirana, mostly
as a gateway to Albania and for business purposes; the beaches with the beaches of Durres near
Tirana and Vlora in the south; the archeological sites of Butrint and Apollonia and the historic
cities of Berat, the 'City of 1000 Windows', and Gjirokastra, which are part of the UNESCO
heritage networks.
In recent years, tourism has become one of the most important and growing sectors of the Albanian
economy and is considered by the government as one of the main engines of national growth.
Albania is increasingly being recommended as a tourist destination by various tour operators and
international travel guides. The Ionian coast, otherwise known as the "Albanian Riviera", stretches
from Vlora in the south, to the border with Greece. This high rocky coast, has in its length full of
small beaches with pebbles, distinguished for the very high quality of the sea waters and their
depth. Quite a favorite of young people, the beaches of the Ionian Sea offer many opportunities
for the development of water sports, scuba diving, while along the Karaburun Peninsula can be
known with the remains of boats from Illyrian and Roman times. The most selected beaches are
Dhërmiu, Jala, Himara, Qeparoi, Borshi, Ksamili. The southernmost city, which closes this coast
on the Albanian borders is Saranda, near which is the famous Butrint in the ancient period, in
recent years is attracting more and more interest from foreign companies for the establishment of
5- and 4-star hotels, villas, golf courses and sports facilities.
In recent years, the Albanian ports of Durres, Vlora and Saranda have become stopping points for
international "cruises" sailing across the Mediterranean. In the Bay of Vlora near the small town
of Orikum is the yacht port, "Marina Orikum", with a parking capacity for 650 yachts, becoming
a favorite point for anchoring them especially by tourists coming from neighboring Italy.
Geographical location of Albania forms the characteristics of its tourism economy. The local
climate and terrain favor the development of a tourism industry throughout the year.
The country has supported the development of tourism in its natural and cultural heritage:
UNESCO sites, traditional food, beautiful beaches, beaches, rich ecosystems, etc. However, the
different regions in the country need to work further with their unique characteristics to become
an intelligently articulated destination, in a way that fosters innovation-based productivity and

efficiency, while preserving its local environment.
Tourism has also become more diverse over the last few years and is now seen to consist of three
main product areas:
Coastal tourism, where it has been developed as the main product that focuses on "beach and
sun" tourism. The main coastal destinations are Velipoja, Shengjini, Durrës (Adriatic Sea), Vlora,
Himara, Saranda, Ksamili (Ionian Sea). The product "beach and sun" in some regions of Albania,
offers advantages in the natural environment, accommodation facilities, kitchen services and
special services.
Cultural tourism, although not the main focus, the resources and history of Albania in archeology,
heritage and culture, offer considerable potential. This area has been identified as the main points
of Albania by various visitor observations and travel trade from foreign markets. Albania offers
three World Heritage sites: Butrinti Archaeological Park, UNESCO Berat and Gjirokastra,
followed by a number of historical and cultural attractions and monuments.
Natural-rural-ecotourism, the climate of Albania, geography, and physical diversity of the
territory, represented by a series of mountains, lakes, rivers, and lagoons is associated with rich
biodiversity of flora and fauna. These are present in several national parks and nature reserves
within the country. Natural and rural areas in Albania offer opportunities for the development of
rural tourism, ecotourism, and nature-based activities (river rafting, paragliding, mountain biking,
fishing, trekking, climbing, hiking, horseback riding, study trips, etc.). Some of these activities are
the main motivation for foreign visitors to visit these countries.
Based on what was discussed above, we can say that Albania is a unique country, blessed with
pristine beaches, stunning scenery and a rich cultural heritage. The country's coast is a vital part
of its national economy, while, in 2017, coastal municipalities recorded a contribution of 37% to
GDP (AKPT 2016). The Albanian Government (HC) aspires to develop an integrated and
sustainable plan to increase the economic contribution of coastal and marine resources. Although
the blue economy is a relatively new concept in Albania, it has become a political target, in part
due to Albania's expected EU membership talks. The Albanian government is thus fully aware of
the role it must play to exploit the potential of the blue economy.
The following chapters will specifically explain and analyze the characteristics and peculiarities
of tourism in southern Albania.

1.2.Purpose and Objectives of the paper
Although there are many negative impacts of tourism which leads to various economic, social and
environmental problems, tourism still has a significant positive impact on the community and
contributes to its sustainable development. The main purpose of this paper is to show how the
government contributes to the sustainable development of tourism in the country and opportunities
for improving tourism in general, especially tourism in the south of the country. The paper aims
to conduct an analysis of the opportunities that Albania has to develop and have economic growth
in the tourism sector. We will also analyze the role that government plays in improving this sector.
1.3.Hypothesis
The hypothesis of this paper is:
“Tourism in the south of Albania has many opportunities for growth and promotion at the same
time”.
1.4.Research questions
In this study we will refer to the analysis to answer the following questions:
 Is tourism in Albania at the right level?
 Do we have a suitable and quality infrastructure on the south coast to be ready to receive
foreign tourists and at the same time leave positive feedback?
 What could be the projects that increase the importance of this area?
 What are the benefits gained from the continuous improvement of the area?

CHAPTER II. THEORETICAL LITERATURE
2.1. Tourism as an activity with wide cross-sectoral impact
Tourism is not a single activity, but it is a collection of many special and similar activities that
include transport, housing, food, services, drinks, cultural entertainment, conventions and trade
fairs, sports and recreation. In addition, activities that are critical to the success of tourism include
financial services, telecommunications, health services, and others, such as: energy, water,
security, law and order. All these extensive activities come together in the production and
consumption of tourism, starting with hotel accommodation as a major activity of tourism and
consumption, and continuing further with the suppliers of inputs that are needed for immediate
consumption, such as meat and fish, dairy products, vegetables and beverages. Tourism also
establishes relationships with construction companies, equipment and uniform manufacturers.
When these goods are produced locally these sectors can have a powerful effect on improving
value added in the host country, through the consumption multiplier and through value chain
multipliers. There are other important links to tourism besides hotels, the production of goods or
services used by tourists, such as crafts, shopping, music shows, health treatments and the
employment of tour guides. The strategy for a well-managed tourism leads to increased investment
in the private sector and to the economic growth of the country. (Agyeiwaah, 2016) These services
can be put together individually by each tourist or can be created as a package by tourism
intermediaries providing wholesale or retail services (such as tour operators or travel agents and
local government agencies). The more such local connections exist, the deeper a country's tourism
growth can be, and the less the economy will rely on imported inputs. This is especially important
for developing countries that have experienced rising unemployment over the years.
(Rahayuningsiha, 2016). Extractive and manufacturing industries, for example, create fewer jobs
compared to tourism, which supports activities involving a relatively high and semi-skilled
number, especially female workers. Also, tourism includes a large range of enterprises, from micro
to transnational ones, because tourism is a sector with wide cross-sectoral effects. (Sánchez Rivero,
2010)
The view that tourism can make a substantial contribution to the economic and social development
of developing countries is gaining momentum because of what has been described as a "smooth
but important line", because of the potential it can have for growth. economic and poverty
reduction. Tourism consumers travel to places where tourism services are available, this increases

the possibility of valid connections to the host country, compared to cross-border trade conventions
of goods. This is because the tourist is physically present and is therefore able to consume goods
and services, which are equivalent to exports.
Also, tourism is an industry where, once the business has started, income can flow relatively
quickly to other economic activities as well. On the other hand, tourism is an extremely sensitive
sector to external shocks, whether economic, environmental or political. But tourism also has
negative effects. The negative effects of tourism on the community can be drastic. Developing
countries should learn a lesson that tourism should be carefully managed if it is to contribute to
job creation and income and play a role in eliminating poverty, without compromising the local
economy, the environment, traditions and cultural resources.
The development of tourism in Albania is characterized by a different problem. First, only a lack
of general information on policies, initiatives and projects that intervene to reach the sector of
different stakeholders. This context, can use the potential for product and synergy, in not a few
cases leaves space that there are no changes only if they do not serve it, but turn into a hindrance
and t? They bring cost to the process. One of the most important and problematic cases that can be
taken as an example is the design and strategy of tourism vendors. Experience shows that in no
small right, the planet may have tourism that is prepared for a local government that has not
reached the national tourism strategy, in some cases are not even in my request. This is also due
to the fact that for the drafting of the national strategy of tourism itself, a sufficiently
comprehensive approximation is not being followed, in order to achieve a high efficiency of its
implementation.
Albania is a safe, high-value tourist destination characterized by an unparalleled variety of world-
class natural and cultural attractions in a small geographical area, managed in a general
environmental and social way, easily accessible by markets European tourism.
A number of problems and challenges that accompany the development of tourism have been
identified over the years. A number of them remain to be addressed, and this strategic document
aims to find systematic answers to address them.
Tourism in Albania faces the following problems:
Lack of accommodation capacity and lack of quality accommodation. In areas that attract more
tourists, whether coastal or not, the number of beds is very limited and moreover with a low
average per unit, which certainly has an effect on total number of visitors. Added to this is the fact

that in most tourist destinations, accommodation structures are mostly private houses, apartments
and rooms, which offer very minimal conditions and truncated services.
Lack of well-known hotel "brands" and tour operators. Well-known hotel brands and tour
operators, for the vast majority of foreign tourists are a guarantor of the quality of service and, at
the same time, serve as a guarantor of the reliability of a destination. Currently, in Albania, there
are no international hotel brands operating, neither in the main cities nor in the tourist areas.
Lack of tourist infrastructure. In Albania, apart from natural beauties, additional tourist
infrastructure is almost non-existent. Amusement and recreation parks, conference and fair centers,
yacht ports from where boats for underwater or maritime tourism can depart, etc. are almost non-
existent.
Lack of standardization and classification system. In Albania, accommodation structures and
other tourism service providers are not classified according to the standards for the services they
provide.
Short tourist season. Although Albania has a typical Mediterranean climate which makes our
country enjoy a full 250 days of sunshine, again the tourist season in Albania is limited to July and
August. Although the demand for services is there for a long period of the year, the supply is
lacking as the sporadic development so far has given tourism a very seasonal character. For this
industry to become one of the pillars of the Albanian economy, the seasonal effects of coastal
tourism must be mitigated through the development of other forms of tourism, increasing the
number of visitors, overnight stays and consequently the income from tourism.
Informality in tourism activities. Many of the accommodation facilities, but also other service
providers, such as restaurants or tour guides, operate in complete informality, creating the ground
for low quality services, affecting the safety of tourists and the image of the country.
2.2. Tourism development strategy
In order to achieve the objectives and to implement the necessary strategies, the following pre-
conditions need to be met:
Principles of sustainable tourism development to be accepted at all levels. Sustainability in time
is a key factor for the development of tourism in Albania. Only an environmentally friendly
development process will be the basis for a successful economic development of tourism.
Basic infrastructure. Limited infrastructure is a major problem for the rapid development of

tourism in most regions of Albania. The main international airport of Rinas near Tirana and Durres
must meet international standards. It is necessary in the future to set up an airport in the southern
part of Albania for civilian use of charter flights. Charter flights are considered to be of
incomparable importance for the future development of the international tourism market.
(Gusmari, 2007). The development of an efficient wastewater and waste treatment system is
essential to keep the areas of tourist interest clean and attractive and thus ensuring a sustainable
development of tourism. Waste management generated during the construction process should also
be improved. Road connection, water supply and electricity are also considered important issues
influencing the development of tourism.
Clarification of land ownership and construction. Clarification as soon as possible of the legal
settlement of ownership over land and construction facilities. Tourism law and regulations at
national and regional level. Drafting a modern tourism law and additional regulations for the
development of tourism by the responsible state bodies.
Compulsory law enforcement. Enforcement of existing law is essential for the sustainable
development of tourism, especially in the field of construction in matters such as regulations,
building permits or pollution.
Clear responsibilities at all levels for tourism development. Clear definition of responsibilities for
tourism directorates within the ministry as well as other Ministries and Institutions related to the
field of tourism.
Improved information system. Effective tourism development requires a complete supply and
demand development information base. It is necessary to organize the collection and efficient
analysis of the necessary data according to international standards at national, regional and local
level.
Public (state) / private sector engagement. The development of the tourism sector should be
promoted through the public sector, especially in the initial phase. It is considered important to
concentrate limited resources in some selected areas with the greatest tourism potentials and that
have the best cost / benefit ratio. (Holland,2000)
2.3. Sustainable development of tourism
Behind the concept of sustainable development, there are a few principles that have a special

weight in tourism and in the way it should be approached in our country. They are:
Long-term planning. Sustainable development means caring for the needs of future generations
as well as the needs of present generations. Long-term planning aims to ensure the performance of
long-term activities. Achieving a sustainable level and pace of development. The level, pace and
form of development should reflect and respect the character, resources and requirements of the
host communities and destinations.
Involvement of all actors. A sustainable approach requires broad and dedicated involvement in
decision-making and in the practical implementation of all stakeholders benefiting from the end
result.
Use of new knowledge. Policies and actions need to be based on the latest knowledge. Information
on tourism trends and impacts, as well as new skills and experiences in this field should be
disseminated throughout the country.
Risk minimization and management (Principle of prevention). Where results are uncertain, a
comprehensive evaluation and preventive action process should be undertaken to avoid various
harms to the environment and society. - Reflection of the cost impact. Users and polluters have to
pay. Prices should reflect the real cost to society of consumer and manufacturing activities. This
principle considers not only the pollution, but also the use of large management facilities.
Setting and respecting boundaries, where necessary. The carrying capacity of large and
individual areas should be assessed with the predisposition that where and when necessary, tourism
development and the volume of tourist turnover should be limited.
Continuous monitoring. Sustainability is about understanding the impacts and being constantly
vigilant to make the necessary changes and improvements in a timely manner. Concerns about the
sustainability of tourism are not very evident in Albania. This is an area that has not received
proper attention from governments, local authorities and tourism businesses before. There are
signs that the level of interest and reaction on this issue is increasing.
2.4. Ecological tourism - a model of sustainable development
Environment-tourism relations have occupied an important place in the studies of the last 50 years.
During the 1960s, mass tourism was accompanied by an increase in public awareness of
environmental issues, personified by studies of human impacts on the environment. From 1973
the environment-tourism debate gained more attention, where the states met in Copenhagen at a

conference called "Tourism and Conservation". The analysis of positive and negative factors for
the interdependent tourism-environment relationship showed that:
 The environment is the indispensable base and the biggest attraction for tourism. Without
an attractive environment there would be no tourism.
 Tourism interests require the protection of historical assets.
 Tourism directly assists in active conservation and encourages people to contribute towards
conservation.
 Tourism poses a major threat to the environment. From various studies that have been done
at different times it has been concluded that the environment-tourism coexistence is not
compatible, and that tourism is the cause of conflict, but there are circumstances where the
two elements can coexist for the benefit of each other.
To protect and preserve the environmental quality of the regions, the US sponsored a
Mediterranean Plan and a Regional Maritime Program, which developed a number of development
strategies as follows:
 Land use for a range of uses, ranging from environmental protection to tourism
development.
 Promoting the distribution of tourists and developing inland areas as tourists want.
 Encourage locals for other forms of accommodation.
 Sensational holidays, in order to prolong the tourist season and reduce the concentration of
the number of tourists.
 Establishing laws for environmental protection and tourism development.
 Establishing a tourism "code of conduct", applicable to both tourists and the tourism
industry.
From the numerous studies that have been done on tourism, ecotourism has emerged as a field of
study, which shows the connection of tourism with ecological forms of tourism in its purest form.
Ecotourism means: “nature tourism, adventure tourism, convenient tourism, responsible tourism
and many other external forms, non-mass tourism, in other words it is an inclusive term - almost
a tent that serves a long range of terms environmental related to tourism”. (Ivanovic & Saayman,
2013). Many other definitions are given for ecotourism.

Today, three types of ecotourism are identified:
Ecotourism of the person himself, small groups of ecotourism and popular ecotourism. In-person
ecotourism involves individuals or small groups of 10 people or less who use non-motorized
modes of transport (e.g., walking or rowing) to visit nature. Visitors have no requirements for
services and infrastructure.
Ecotourism in small groups includes individuals or small groups of 15 people who use motorized
means of transport to visit areas of special interest that are usually unexplored.
Popular ecotourism involves the transport of a large number of visitors around a well-known
place and popular tourist spots, requires high capacity means of transport such as: buses and
cruises. Infrastructure and physical skills required.
Ecotourism is one of the fastest growing segments in the global tourism industry and some
comment on it getting out of control. It is known by governments and organizations because it
generates economic revenue. Ecotourism and wildlife discovery-based tourism mark the figure of
over a trillion dollars in revenue annually. (Alam, 2016)
Tourism is an unstable industry, as it is highly seasonal and has implications for investing and
creating a kind of employment. Tourism employment is often characterized as a low-paying, low-
paying profession and lacks long-term sustainability. Demand for tourism can easily be influenced
by external factors (political instability or extreme weather conditions). (Guccio, Lisi, Martorana
& Mignosa, 2017). The motivation for tourist and urban travel is complex and shaky and constantly
changing in the competitive market. Measuring the impact of tourism on the economy is much
more complicated than simply calculating the level of impact that comes from tourism spending
and this thanks to tourism development. Butler model is divided into 6 stages:
 Discovery stage
 Stage of involvement
 Development stage

 Consolidation stage
 The stage of decline
 Opportunities in the future. (Ponferrada, 2015).
To calculate the expenses incurred by tourists we divide them into two groups: Direct expenditures
by tourists on goods and services consumed (in hotels, restaurants and services for tourist
transport). However, this is not a definitive calculation of the expenses incurred by tourists,
because tourists can incur these expenses in areas outside the local economy. Indirect expenditures
by tourists, which is often determined by identifying how much these tourism enterprises use
revenue in addition to tourist expenditures. (Alegre, 2009) These costs are then used by the
enterprise to pay for services, taxes and employees, which then recirculate to the local economy.
In other words, tourist spending stimulates an economic process which goes through a series of
stages. Specific forms of economic analysis, such as input outputs can be used to identify the types
of transactions that take place between tourism businesses, to calculate how indirect costs affect
the tourism economy. Ecotourism is seen as a source of revenue in the public sector to regulate
conservation and in some cases to decoup the avoidance of economic activities such as
afforestation. The creation of various activities in the region reflects the values of ecotourism.
Region-based ecotourism may be less vulnerable to fluctuations in the outside world if
communities maintain other forms of economic activity. Some of the potential ecotourism projects
are closely related to research stations, cultivated farms, or fishing communities where there are
several sources of income. In conclusion we can say that ecotourism often requires the most
untouched nature by human hand and the most impenetrable areas of the earth. For the long-term
sustainability of ecotourism, it is important that visitors respect the nature and hospitality of the
population of the region, otherwise the degradation of resources will lead to a short-term economic
activity.

CHAPTER III METHODOLOGY
3.1. Study methodology
In this paper, the basic methods of conducting research are the combination of quantitative method
and qualitative method. Qualitative research generally includes data in the form of words,
descriptions, while quantitative research uses numbers and measures things. The decision to
choose between quantitative research, qualitative research, or both depends on a few factors, but
the most important are the field of research, the problem of research, and the perspective of the
researcher.
This study, by its very nature, has focused on descriptive analysis. The most basic statistical
analysis is descriptive analysis. Through this analysis we make the initial transformation of the
data, in order to describe the basic characteristics such as: central tendency, distribution and
densities. Descriptive analyzes focus on measuring, estimating values, quantities, and distributing
the characteristics of the variables taken into study. Descriptive analysis is advisable to be used for
processing data of measurements and observations performed to assess the manner and / or extent
of reaction and / or dependence of an economic indicator, economic phenomenon, consumer
behavior. One of the most effective ways of presenting information, especially numerical ones, is
to construct and present the data obtained through graphs. This, also because many people are
confused by the appearance of numbers.
The reason for choosing research methods is directly related to the purpose of the study. The main
purpose of this paper is to show how the government contributes to the sustainable development
of tourism in the country and opportunities for improving tourism in general, especially tourism in
the south of the country.

CHAPTER IV IMPACTS OF TOURISM
4.1. Economic, social and environmental impacts
Tourism has a variety of economic impacts, both direct and indirect. Tourists contribute to sales,
profits, employment, tax revenue, and human income. Direct effects occur within major
enterprises, hotels, restaurants, transportation, entertainment and retail. Indirect effects include
supplying businesses with all the necessary goods and services related to tourism. This means that,
through indirect effects, tourism affects other sectors of the economy. Tourism is a major economic
and driving activity for the economic development of Albania. Several years after the war were
quite passive, but since 2000, there has been a rapid increase in tourism activity.
Tourism plays an important role in many economies and contributes greatly to GDP. However, it
is difficult to determine measures related to tourism, and its total revenue. As a result, the industry
suffers from a credibility problem. The contribution of conventional industries, such as agriculture
or manufacturing, to GDP is measured by supply. In the case of tourism, this conventional
approach is provided by hotels and restaurants, which equates to only about 3% of Albania's GDP.
However, the contribution of tourism to GDP goes beyond this narrow definition, and overall
tourism revenues can be seen through the various industries that are tourism suppliers, such as
agriculture, fisheries, food industry, transport, institutions cultural, etc. In the last ten years, the
number of tourist arrivals has increased rapidly, which resulted in an increase in the number of
tourist nights and revenue. Compared to other years, revenues have increased approximately 25
times. This can be achieved from revenues from parking lots, tourist taxes, building entrances, sale
of information, etc. Big income is achieved through art and culture. According to UNESCO, there
are nine categories of culture, which can be a source of income. To become a destination for elite
tourism it takes much more to offer than just the sand of the sea and the sun. Elite tourism requires
high quality accommodation, food, and services.
The social and cultural impacts of tourism need careful consideration, as they can have a positive
or negative impact on the community. The influx of tourists brings different values to the
community and an impact on family life. Moreover, individuals and the community can try to
please tourists or even imitate tourist behaviors. Interaction between residents and tourists can
result in the creation of new opportunities or limitations of individuality. However, most of the
social impacts of tourism in Albania are closely related to economic impacts and this can be seen
as positive. Visitor interest and community satisfaction often makes residents more grateful for

local resources. Tourist activities tend to make tourists live in a more interesting and exciting place.
Tourism is often defined as a meeting between different cultures. Tourists come with their own
customs and tell locals that change exists.
According to UNESCO (2017), cultural diversity expands the range of options open to all, but is
one of the roots of development, understood not only in terms of economic growth, but also as a
means to achieve an intellectual, emotional, existence satisfaction moral and spiritual.
Development is "a multidimensional process involving major changes in social structure, popular
attitudesand national institutions, as well as in accelerating economic growth,reducing inequality
and eradicating poverty." (UNESCO, 2017)
Infrastructure: The development of tourism often leads to the construction of new infrastructures.
In most cases, it is related to transport, construction of highways, which make travel faster and
more comfortable, but also provides connections between the city and the rest of the country.
Tourism has also affected the frequency of bus lines, sea and air lines. Although in economic
terms, it is desirable to have as many tourists as possible, cities are not always ready to
accommodate ten times as many visitors a day as locals during the summer season. Large tourist
flows and the great benefit of tourist towns often lead to an increase in real estate prices, and
possibly the creation by poor populations of feelings of anger towards tourists. This is a big
problem for local citizens who cannot afford these prices. In the Vlore Region, the prices of
construction apartments intended for tourism range from 800 euros per square meter to 1600 euros
per square meter, starting from the “Uji i Ftohte” area and ending in “Radhima”. While in the
Orikum area these prices range from 450 euros per square meter to 600 euros per square meter.
While hotel room prices range from 50 euros / night to 70 and 80 euros / night in coastal areas.
This rapid increase in real estate prices, especially in the coastal area of the Vlore Region, will
negatively contribute to the problem of tourism.
Environmental Impacts: Tourism development causes positive and negative environmental
impacts, while over time, the increase in the number of tourists increases the pressures on the
environment and can lead to various negative impacts. As tourism practice becomes more
prevalent, especially in areas of mass tourism, the capacity to absorb large numbers of people is
challenged by growing environmental problems. Unplanned and uncontrolled constructions,

distorted urbanization damage inadequate infrastructure, natural environment and wildlife, and
cause air and water pollution. Excessive use or misuse of fragile archaeological and historical
environmental sites can lead to damage to the natural environment.
Wastewater: The problem of wastewater discharge into the sea is evident. In Albania, 57% of the
population is connected to the sewerage system that discharges sewage into the sea. As a result,
quality seawater in the area around the discharge points is declining. Since all hotels in Albania
are connected to the same sewerage system, this shows that tourism contributes significantly to
sea pollution, especially in the summer months, when the concentration of tourists is highest. The
same can be said for the Vlore Region. Constructions made in the coastal area discharge sewage
into the raw sea. According to a study, the beach area from “Skela to Kalaja” is polluted, above
the allowed norms.
4.2. Maritime tourism and the tourist market
Tourism, like any market, can be classified by its constituent parts (demand and supply), by the
items exchanged (quantities of goods and services and prices paid), and by the conditions of the
context from which the exchange takes place creating a tourist system. The difficulty of "meeting"
between supply and demand in the tourism system comes as a result of:
 Demand side variability.
 Spatial articulation of the supply side.
 Feature of the production process.
 Impossibility to set a price for the part of the products sold in the tourist package.
 Peculiarity of the act of consumption of tourist products. On one side we have customers
or visitors. They are consumers who relate their act of consumption to the circumstances
of traveling to a country which is different from their permanent residence.
Urry (1990) talks about the "tourist's gaze" to describe the behavior of a traveler who "sees things"
from a (cultural) distance. Depending on their connection to the place visited, visitors are classified
as tourists or excursionists. The World Tourism Organization (1995) officially defines a tourist as

a person who spends at least one night or 24 hours in a place other than his usual place of residence.
Visitors usually tend to spend more than residents. A typical problem exists for calculating the
economic impact of tourism, the supply portion is not produced locally, and the tourism revenue
portion is not spent locally. So, there is a structural degree of "leakage" from the tourism system,
which depends on the characteristics of the destination. e (Sanagustin Fons & Fierro, 2011) The
smaller the destination compared to the amount of tourist demand that exerts tension on it, the
greater the amount of non-domestic demand that needs to be met within the local system to meet
the consumption needs of visitors. Therefore, it is necessary to determine the scale and character
of tourism activity in the region. (Lal Mukherjee, 2013)
Hall and Page (1999) expand the definition of tourism by considering the purpose of the trip (for
business, leisure, meeting friends or relatives, etc.), duration, and those situations where “visitors]
may or may not be included. to tourists”, such as sea passengers, transit travelers, excursionists,
etc. Visits also mean costs, which do not necessarily come from the visitor himself. They depend
on the negative external factors imposed by visitors to other visitors (reduced quality of tourist
experience due to overcrowding) and to residents, to other less obvious consequences. The stronger
the tourist pressure, the higher the external costs set on a local scale. However, the impact of
tourism extends beyond the financial realm and should be carefully assessed relative to other costs.
Tourism offers cities and metropolises opportunities that do not limit direct employment and
income generation and depend substantially on the type of tourist activity.
There are many issues that differentiate tourism from other industries. The first is the fact that
rather than selling a homogeneous product in a single market, tourism goods are produced to a
large extent in specific industries (e.g., travel industry, food industry, cultural industry, etc.) They
are defined as "tourist goods" only for the extent to which they are being used by consumers who
are tourists or travelers. Because many of the amenities and services used by tourists are also
available for use by non-tourists, the boundaries of the supply network are extremely. For this
purpose, tourism is considered as a system or sector (Sinclair and Stabler 1997). The characteristics
of tourism are not the only determinants. The nature of tourism products is also rare. Tourism
consumption is complex (a whole set of goods and services) so the tourism product can be called
a "mixed good", including transport, accommodation, gastronomy, nature and man-made

resources, entertainment and other services such as banking, shopping, travel equipment, etc.
Tourist goods exhibit "complementary" features as well as "connecting" features. A visit to the
museum cannot be done without consuming a bus trip, a meal in a restaurant can be supported by
the banking system and the whole itinerary is fulfilled by conducting another visit to a museum at
the same location. Jansen-Verbeke (1986) defines as a basic tourist product that product which
consists of recreational and cultural goods; or a by-product that is part of the main product which
in some cases also depends on the existence of the first product (travel agents, souvenir shops); or
a dependent product that facilitates and complements the previous product.
4.3. Nature monuments in the service of tourism
In today's tourist developments, a special place for their cultural interests is occupied by natural
monuments. This cultural and tourist wealth includes many special forests, canyons, caves, rocks,
which are also found in the lists of natural monuments of world or national value. They are
protected by special decisions and laws, some of which are protected by UNESCO. Among these
monumental natures are caves, which are like underground cavities, in which are located stalactites
and stalagmites that amaze with their rare beauty.
Butrint Archaeological Park. One of the parks of special importance in the development of
tourism according to studies that have been done by many world centers of archeology. Situated
on the shores of the Ionian Sea, on a picturesque hill of the Ksamil Peninsula, this ancient city of
Epirus is surrounded by the lake of the same name and special beauty. Butrint has rare values of
world culture and in the state, it is visited by 20,000 tourists a year. The archeological park of Finiq
was formed as a city in the fifth century BC. Archaeological excavations have uncovered the
Acropolis, apartment buildings, water tanks, an ancient theater, and numerous tombs dating to the
4th and 3rd centuries BC. Near this archeological center is the source of the Blue Eye, one of the
natural monuments of our country.
Orikum Archaeological Park. On the Albanian coast this archeological park is very interesting,
as in its vicinity there are many other historical, cultural and archeological points that illuminate
the life and ancient Albanian culture. In the fifth century BC, it was one of the largest ports on the

Adriatic, which became one of the most important points of Roman battles against the Illyrians
and Macedonians. Near this archeological center is the Church of Marmiro and the 12th century
dome, the floor of which has the shape of a cross. Amantie Archaeological Park, located 25 km
deep in the environment of Vlora, summarizes the great archaeological and tourist assets. Until the
3rd century BC it was one of the most important political, economic and cultural centers of the
Amant tribe. Archaeological excavations have uncovered the ancient stadium of the Olympic
Games with 1500 seats, the acropolis, the surrounding walls, the temple of Aphrodite, etc. Near
this archeological center, near Kote village is the ancient city of Olympia.
4.4. Tourism as a structure of capitalism
This study also provides a sociological overview of regional tourism, i.e., the southeast. So, the
sociology of tourism as a subdiscipline and the first under this perspective tourism brings
sustainable development part of the study to local government units regarding tourism strategy.
Accommodation (of the tourist) as an integral part of the structure:
 Economic
 Political
 Cultural
This strategy can be built in three aspects:
Theoretical aspect: Tourism in our time - a review of the past.
Empirical aspect: Identification of some tourist centers for economic and social development,
e.g., eco-tourism, cultural tourism (some cultural destinations) so what the south of the country
offers interesting for both domestic and foreign tourists.
Perspective aspect: What can be done and what can be done better? So here we have to determine
the level of analysis which in our case is typical local / regional extended over a period of 5 years
exactly the year 2013 - 2018 first in terms of spending "leisure time" as part of tourism within of
sustainable development. This is an elaboration of the microcredit and microfinance thesis
addressed by Muahmad Yunus, a thesis which would bring poverty to the museum.

CHAPTER V TOURISM IN THE SOUTH OF ALBANIA: CASE STUDY
Tourism in the south of Albania consists of coastal and mountain tourism, intertwined with a
variety of activities, such as information centers in each city, tourist services, travel agencies, tours,
coffee restaurants, nightclubs, hotels, retail units, cultural centers, sports center, organizing
concerts, etc. Tourism in the south has a potential role in the development of specific regions of
our country, contributing to employment and welfare per capita, sustainable development of
regional regions, development in quality and services, etc. Every year, the statistical agency builds
the tables of tourism statistics, which present data on entry and exit of Albanian and foreign
citizens according to the way of travel (by sea, air, land) or purposes at Albanian border crossings.
5.1. Problems of tourism in the south of the country
The main problem is the lack of infrastructure in some key mountain tourist spots, as the coast
offers more paved roads and accessible by any type of motor vehicle. To solve the mountain road
infrastructure, the government should organize tenders or provide funds / grants for their
construction, as every vacationer needs a systematic and safe road to the destination he wants to
rest.
1. Currently, 68 thousand beds are declared in Albania, and the rest is not declared anywhere.
Houses or villas, which are issued for tourism, the government has left out of control, but
now that tourism is receiving a steady increase, a reassessment of the real state of tourism
is being done, taxing every house used for rental purposes and not individual.
2. The next problem is the qualification or need for knowledge of the staff, which will serve
in hotel systems or restaurants / bars in cities or tourist areas. For this purpose, by creating
vocational schools of hotel-tourism, sports, animation or courses / trainings for these.
Currently, in Tirana, at the University of Sports, a scientific master in recreation and
physical activity has been created, which gives students the opportunity to professionalize
in academic conditions, in profiles such as artistic animators, fitness instructors, yoga /
pilates instructors, etc. which are indispensable in tourist resorts to create situations, games,
moments or sports in the respective hotel facilities for every age group of vacationers.

3. Recent problems are the authorities to support and develop tourism as a real national asset.
This is pushing the government to implement the first step of lecturing and standardizing
tourist facilities in the country. The second step will be the classification and certification
of hotels, as well as standards and services to vacationers, which after the reduction of VAT
will strengthen the tourism project in Albania. Hotels or businesses that do not meet the
relevant and necessary documents, permits or certificates, will be called informal and will
be declared out of use. During this internship, the agencies will create tourist packages by
re-evaluating Albania with the beauties it possesses and using its location as a transit route
to different European countries.
5.2. Advantages and importance of the tourism sector
The tourism sector has generated an increase in economic development, employment and self-
employment opportunities. The World Travel and Tourism Council has calculated how important
the contribution of the tourism sector in Albania is, separating the sectors in terms of benefits
achieved. Below is the ranking:
 In the revenue sector: In 2018, this sector reached a contribution of ALL 127.7 billion or
8.4% of GDP. In 2019, this contribution is estimated at ALL 393 billion or 26% of GDP.
 In the employment sector: tourism accounted for 7.7% of total national employment in
2018 with 85,500 new jobs. In 2019, it accounted for 23.9% of employment with 267,000
jobs.
Of course, a well-organized and thoroughly curated tourism will bring even higher benefits to the
Albanian economy. Another but very important advantage is also the recently adopted new law,
where the tourism sector will benefit from a tax reduction from 20 percent to 6 percent on value
added tax on all businesses, thus making possible the promotion of tourism. This first tax from the
point of view of the Balkan rank, is considered the lowest in the region, which benefits every entity
to work and provide more quality and service. It is important that the country has supported the
development of tourism in its natural and cultural heritage such as: UNESCO sites, traditional
food, beautiful beaches, mountain landscapes, rich ecosystems, etc.

CONCLUSION
transformation of natural, human and capital resources into tourism products and services. The
development. The impacts of tourism are multifaceted: economic, social, natural or environmental,
political and cultural
Tourism is not a single activity, but it is a collection of many special and similar activities that
include transport, housing, food, services, drinks, cultural entertainment, conventions and trade
fairs, sports and recreation. In addition, activities that are critical to the success of tourism include
financial services, telecommunications, health services, and others, such as: energy, water,
security, law and order. Tourism is an unstable industry, as it is highly seasonal and has
implications for investing and creating a kind of employment. Tourism employment is often
characterized as a low-paying, low-paying profession and lacks long-term sustainability. Demand
for tourism can easily be influenced by external factors (political instability or extreme weather
conditions). The motivation for tourist and urban travel is complex and shaky and constantly
changing in the competitive market.
Tourism is a major economic and driving activity for the economic development of Albania.
Several years after the war were quite passive, but since 2000, there has been a rapid increase in
tourism activity. Tourism plays an important role in many economies and contributes greatly to
GDP. However, it is difficult to determine measures related to tourism, and its total revenue. As a
result, the industry suffers from a credibility problem. The contribution of conventional industries,
such as agriculture or manufacturing, to GDP is measured by supply. Albania can develop its
image as a new tourist destination. The analysis of potentials showed that Albania can use its
resources in the interest of tourism much more than currently. The sector strategy describes the
strategic concept of tourism development, giving strategic directions and development of tourism
products for Albania to be a future tourist destination in the international tourism market in

bringing foreign tourists. Interaction between residents and tourists can result in the creation of
new opportunities or limitations of individuality. However, most of the social impacts of tourism
in Albania are closely related to economic impacts and this can be seen as positive. Visitor interest
and community satisfaction often makes residents more grateful for local resources. Tourist
activities tend to make tourists live in a more interesting and exciting place. Tourism is often
defined as a meeting between different cultures. Tourists come with their own customs and tell
locals that change exists.
RECOMMENDATION
Below we will give some recommendations that I think should be considered immediately in order
for the growth to go the right way. Creating strategies to reduce the price of tourist packages.
Increasing the number of travel agencies operating in the country, thus increasing the
competitiveness between them will cause the prices of travel packages to decrease. Only in this
way our country can become an attractive destination for both foreign and domestic vacationers.
Increase of accommodation units. Work must be done on this factor by both private and state
operators, in order to improve the conditions of the current accommodation units and to set up new
units being closer to what the vacationers want.
Employment. Great attention should be paid to employment, quality and the way this sector is
perceived and operates, this can be achieved through continuous training that should be done to
employees, increasing the level of wages and increasing hourly employment. full.
Urban development. It is important to define a plan for urban development and to consider the
requirements for new public spaces and suitable infrastructure with the large increase in residential
buildings verified in recent years. This planning should guarantee a complete study with the
integration of morphological aspects thus creating a support system for sustainable tourism
development.
Determining the most attractive areas. In order to gradually bring Albania into the circle of

world tourism, it seems necessary as a start to target the most attractive and recreational areas and
better connected to the main roads. From this side, Saranda and Ksamil present a strategic
importance for their location and for their historical and landscape assets, which can attract all
Albanian tourism.
Environmental protection. It is important to define a master plan and some immediate measures
for the protection of the environment, for the systematization of the ongoing construction
development and the content / administration of illegal constructions. Thus, considering the current
situation and the growing trend of illegal constructions, it seems important to make some clear
acceptance / non-acceptance criteria for a currency of illegal urbanization.

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