Contracting Authority:             The European Community represented byThe Delegation of the European Commission to the R...
Dossier No                                                                  (for official use only)                       ...
Applicants              APPLICANT 1/              APPLICANT 2        TOTAL                                  Functional Lea...
APPLICANT 2: Contact details for the purpose of this action: Postal address:                               Trg Bratstva i ...
NOTICEAll personal data (such as names, addresses, CVs, etc.) mentioned in your application form will beprocessed in accor...
TABLE OF CONTENTSI. GUIDANCE FOR THE DRAFTING OF THE CONCEPT NOTEERROR! BOOKMARK NOT DEFINED.THE ACTION .....................
PART A. CONCEPT NOTE1. Relevance of the ActionUpon analysis of existing national and local documents and strategies, needs...
Berane there are two women’s association actively involved in handicrafts and souvenirs production:“Vrijedne ruke=skillful...
impacted. Additionally, it is expected that this result will directly address improving mutual confidence byestablishing r...
any potential problems with uptake of knowledge provided by those who receive training, the trainings will bedesigned to a...
PART B. FULL APPLICATION FORMTHE ACTION For economical and ecological reasons, we strongly recommend that you submit your ...
% of total eligible cost of              % 84.93                         % 84.97                       % 84.95action (B/Ax...
•   Mountain club Vojo Maslovaric – 43 members                                      •   Mountain club Berane – 40 members ...
inhibitor to growth when coupled with the existing offer. As current tourism trends indicate,       remoteness is not part...
sectors”. The production of food, in particular of bio-food, for consumption in hotels, local       restaurants, etc. offe...
The Strategy Document of Prijepolje municipality, “Strategy of Sustainable Development” definestourism development as a pr...
1    Rural households representatives         40                          Berane, Prijepolje     2    Local Tourism Organi...
maintenance education will have substantial added value and multiplier effects as the Serbiancounterparts who will take pa...
photo catalog and other promotional materials that will be created, both physical and digital, (Web     based).    The pr...
Activity 1.4: Procurement of computer equipment for Local Tourism Organizations, (LTO’s)In order for the LTO’s on both sid...
To support the training program and use successful practise for additional motivation and source ofknowledge and experienc...
Activity 3.3 Establishment of a Joint calendar of eventsIn an effort to support cross border cooperation on an ongoing bas...
of the region on an international stage. The LTO’s on both sides will participate in the events and   manage the action. I...
The position and involvement of target groups within the action have been clearly defined. Be they    the potential housin...
Activity 1.4:                             UNDP, LTOs,Procurement of                            Municipalitiescomputer equi...
Activity 4.1: Develop                                                                 LTOs,joint printed                  ...
Grant application form srb-mne stec project
Grant application form srb-mne stec project
Grant application form srb-mne stec project
Grant application form srb-mne stec project
Grant application form srb-mne stec project
Grant application form srb-mne stec project
Grant application form srb-mne stec project
Grant application form srb-mne stec project
Grant application form srb-mne stec project
Grant application form srb-mne stec project
Grant application form srb-mne stec project
Grant application form srb-mne stec project
Grant application form srb-mne stec project
Grant application form srb-mne stec project
Grant application form srb-mne stec project
Grant application form srb-mne stec project
Grant application form srb-mne stec project
Grant application form srb-mne stec project
Grant application form srb-mne stec project
Grant application form srb-mne stec project
Grant application form srb-mne stec project
Grant application form srb-mne stec project
Grant application form srb-mne stec project
Grant application form srb-mne stec project
Grant application form srb-mne stec project
Grant application form srb-mne stec project
Grant application form srb-mne stec project
Grant application form srb-mne stec project
Grant application form srb-mne stec project
Grant application form srb-mne stec project
Grant application form srb-mne stec project
Grant application form srb-mne stec project
Grant application form srb-mne stec project
Grant application form srb-mne stec project
Grant application form srb-mne stec project
Grant application form srb-mne stec project
Grant application form srb-mne stec project
Grant application form srb-mne stec project
Grant application form srb-mne stec project
Grant application form srb-mne stec project
Grant application form srb-mne stec project
Grant application form srb-mne stec project
Grant application form srb-mne stec project
Grant application form srb-mne stec project
Grant application form srb-mne stec project
Grant application form srb-mne stec project
Grant application form srb-mne stec project
Grant application form srb-mne stec project
Grant application form srb-mne stec project
Grant application form srb-mne stec project
Grant application form srb-mne stec project
Grant application form srb-mne stec project
Grant application form srb-mne stec project
Grant application form srb-mne stec project
Grant application form srb-mne stec project
Grant application form srb-mne stec project
Grant application form srb-mne stec project
Grant application form srb-mne stec project
Grant application form srb-mne stec project
Grant application form srb-mne stec project
Grant application form srb-mne stec project
Grant application form srb-mne stec project
Grant application form srb-mne stec project
Grant application form srb-mne stec project
Grant application form srb-mne stec project
Grant application form srb-mne stec project
Grant application form srb-mne stec project
Grant application form srb-mne stec project
Grant application form srb-mne stec project
Grant application form srb-mne stec project
Grant application form srb-mne stec project
Grant application form srb-mne stec project
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This is a full application from the first round of calls for proposals for the IPA cross border cooperation Serbia-Montenegro program. This application received 98 out of 100 points and was ranked first in Evaluation. I prepared for UNDP in Montenegro and worked with numerous partners during preparation.

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Grant application form srb-mne stec project

  1. 1. Contracting Authority: The European Community represented byThe Delegation of the European Commission to the Republic of Serbia and The Delegation of the European Commission to Montenegro Cross-border programme Serbia – Montenegro under the Instrument for Pre-Accession Assistance (IPA), Component II, allocations for 2007 and 2008 Grant Application Form Budget lines: For Serbia For Montenegro:BGUE-B2007-22.020401-C1-ELARG DELSRB BGUE-B2007-22.020401-C1-ELARG DELMNEBGUE-B2008-22.020401-C1-ELARG DELSRB BGUE-B2008-22.020401-C1-ELARG DELMNE Publication reference: EuropeAid/128739/L/ACT/YU Deadline for submission of proposals: 23 September 2009For economical and ecological reasons, we strongly recommend that you submit your files on paper-based materials (no plastic folder or divider). We also suggest you use double-sided print-outs as much as possibleTitle of the action: Sustainable tourism for equal chances (STEC)Title of the measure under Measure I.1 Improving the productivity and competitiveness of thewhich the application is area’s economic, rural, cultural and environmental resourcessubmitted:Total eligible cost of the EUR 361,886.12action <specify country(ies), region(s), area(s) or town(s) that will benefit from the Action>Location(s) of the action: Montenegro, Serbia, Northeast Montenegro, Southwest Serbia, Berane, PrijepoljeTotal duration of the <24 months>action: Page 1 of 98
  2. 2. Dossier No (for official use only) APPLICANT 1/ APPLICANT 2 Applicants Functional Lead Applicant Name of the applicant Municipality Berane Municipality Prijepolje EuropeAid ID1 Choose one of the two options: Choose one of the two options: IPA 2007-2008 allocation for √ IPA 2007-2008 allocation Source of EU Funding Serbia for Serbia √ IPA 2007-2008 allocation IPA 2007-2008 allocation for for Montenegro Montenegro Legal status2 Local Self Government Local Self Government Name/EuropeAid ID number: Name, EuropeAid ID, Nationality Tourist Organization of Partner(s)3 SNV, Netherlands Development Prijepolje/NA/ Serbia Organisation / NL-2008-GDT- 2501697861 / Montenegro Name/EuropeAid ID number: Name/EuropeAid ID number: United Nations Development Regional Development Agency Programme, /NA/ Montenegro Zlatibor/NA/ Serbia Name/EuropeAid ID number: Tourist organization Berane/ NA/ Montenegro1 To be inserted if the organisation is registered in PADOR. This number is allocated to an organisation which registers its data in PADOR. For more information and to register, please visit http://ec.europa.eu/europeaid/onlineservices/pador2 E.g. non profit making, governmental body, international organisation3 Add as many rows as partners Page 2 of 98
  3. 3. Applicants APPLICANT 1/ APPLICANT 2 TOTAL Functional Lead Applicant Total eligible cost of the EUR 182,213.75 EUR 179,672.37 EUR 361,886.12 action (A) EUR 154,762.41 Amount requested from EUR 152,672.4 EUR 307,771.86 the Contracting Authority (B) % of total eligible cost of % 84.93 % 84.97 % 84.95 action (B/Ax100) Amount for activities in adjacent regions (C) % of Amount requested from the Contracting Authorities for activities % % % in adjacent regions (C/Bx100)APPLICANT 1/ Functional Lead Applicant: Contact details for the purpose of this action: Postal address: IV Crnogorske 1, 84300 Berane, Crna Gora Telephone number: Country +382 (0) 51 231 960 code + city code + number Fax number: Country code + +382 (0) 51 233 357 city code + number Contact person for this Daliborka Savovic action: Contact person’s email dalisavovic@gmail.com address: Website of the Organisation www.berane.cg.yuAny change in the addresses, phone numbers, fax numbers and in particular e-mail, must benotified in writing to the Contracting Authority. The Contracting Authority will not be heldresponsible in case it cannot contact an applicant. Page 3 of 98
  4. 4. APPLICANT 2: Contact details for the purpose of this action: Postal address: Trg Bratstva i Jedinstva br. 1 , 31300 Prijepolje, Srbija Telephone number: Country + 381 ( 0 ) 33 714 073 code + city code + number Fax number: Country code + + 381 ( 0 ) 33 712 297 city code + number Contact person for this Dragiša Rakonjac action: Contact person’s email prijepolje.opstina@gmail.com address: Website of the Organisation www.opstinaprijepolje.rsAny change in the addresses, phone numbers, fax numbers and in particular e-mail, must benotified in writing to the Contracting Authority. The Contracting Authority will not be heldresponsible in case it cannot contact an applicant. Page 4 of 98
  5. 5. NOTICEAll personal data (such as names, addresses, CVs, etc.) mentioned in your application form will beprocessed in accordance with Regulation (EC) No 45/2001 of the European Parliament and of the Councilof 18 December 2000 on the protection of individuals with regard to the processing of personal data bythe Community institutions and bodies and on the free movement of such data. Your replies to thequestions in this form are necessary in order to assess your grant application and they will be processedsolely for that purpose by the department responsible for the Community grant programme concerned. Onrequest, you may be sent personal data and correct or complete them. For any question relating to thesedata, please contact the Commission department to which the form must be returned. Beneficiaries maylodge a complaint against the processing of their personal data with the European Data ProtectionSupervisor at any time (Official Journal L8, 12.1.2001). Page 5 of 98
  6. 6. TABLE OF CONTENTSI. GUIDANCE FOR THE DRAFTING OF THE CONCEPT NOTEERROR! BOOKMARK NOT DEFINED.THE ACTION .............................................................................................................................................. 11 1. DESCRIPTION............................................................................................................................................. 11 1.1. Title...................................................................................................................................................... 11 1.2. Location(s)........................................................................................................................................... 11 1.3. Cost of the action and amount requested from the Contracting Authorities ........................................ 11 1.4. Summary (max 1 page)........................................................................................................................ 12 1.5. Objectives (max 1 page) ...................................................................................................................... 13 1.6. Relevance of the action (max 3 pages) ................................................................................................ 14 1.7. Description of the action and its effectiveness (max 13 pages) ........................................................... 17 1.8. Methodology (max 4 pages)..................................................................................................................... 23 1.9. Duration and indicative action plan for implementing the action ............................................................. 24 1.10. Sustainability (max 3 pages) ..................................................................................................................... 28 1.11. Logical Framework.............................................................................................................................. 30 2. BUDGET FOR THE ACTION...................................................................................................................... 30 3. EXPECTED SOURCES OF FUNDING ....................................................................................................... 30 4. EXPERIENCE OF SIMILAR ACTIONS ..................................................................................................... 31II. THE APPLICANTS............................................................................................................................. 54 1. IDENTITY .................................................................................................................................................... 54 2. PROFILE....................................................................................................................................................... 55 2.1. Category (A1 = Applicant 1/Functional Lead Applicant; A2 = Applicant 2)...................................... 55 2.2. Sector(s)............................................................................................................................................... 56 2.3. Target group(s) .................................................................................................................................... 61 3. CAPACITY TO MANAGE AND IMPLEMENT ACTIONS ....................................................................... 16 3.1. Experience by Sector (for each sector selected in 2.2.) ....................................................................... 16 3.2. Experience by Geographical area (country or region) ......................................................................... 20 3.3. Resources............................................................................................................................................. 22 3.3.1 Financial data .................................................................................................................................. 22 3.3.2. Financing Source(s) ........................................................................................................................ 23 3.3.3. Number of staff ............................................................................................................................... 25 4. LIST OF THE MANAGEMENT BOARD/COMMITTEE OF YOUR ORGANISATION .......................... 26III. PARTNERS OF THE APPLICANTS PARTICIPATING IN THE ACTION ............................. 27 5. DESCRIPTION OF THE PARTNERS ......................................................................................................... 27 6. PARTNERSHIP STATEMENT.............................................................. ERROR! BOOKMARK NOT DEFINED.IV. ASSOCIATES OF THE APPLICANTS PARTICIPATING IN THE ACTION.......................... 42V. CHECKLIST ........................................................................................................................................ 43VI. DECLARATION BY THE APPLICANT 1/ LEAD FUNCTIONAL APPLICANT ..................... 47VI. DECLARATION BY THE APPLICANT 2...................................................................................... 49VII. PARTNERSHIP AGREEMENT BETWEEN APPLICANTS...................................................... 50VIII. ASSESSMENT GRID ..................................................................................................................... 52 Page 6 of 98
  7. 7. PART A. CONCEPT NOTE1. Relevance of the ActionUpon analysis of existing national and local documents and strategies, needs assessments, stakeholder andsituation analysis, the partners in this project concluded that the one of main obstacles to developing tourismin the region is the underdeveloped tourist offer and in this action will endeavor to begin remedying thatsituation. The Municipality of Berane, in the northeastern part of Montenegro and the Municipality ofPrijepolje in the southwestern part of Serbia has many similarities. Both are located in the valley of the riverLim and have similar geographical and cultural assets and potential for development. With the collapse ofthe industrial base in the area that followed years of conflict, the population base has found itselfunemployed and are returning to their villages hoping to revitalize their properties, (which are capable ofproducing light agricultural products and hospitality services), and generate some income, but lacking theskills to do so. Additionally, both communities sit in areas optimal for the development of nature based/ruraltourism.Both nations are now focused on promoting more sustainable development in the region, primarily throughtourism development. Within the primary document for tourism development in Montenegro, the Policy andStrategy for Tourism Development in Montenegro by 2020, a special emphasis is put on diversification anddevelopment of specific tourist offers in the northern part of Montenegro. Specifically, this project fits into thementioned strategy, in operational goal 3: “Montenegro is known and accepted as an “All-Year-Round”tourism destination”, measure 3.2: “Development and improvement of specific tourism products” as well asin operational goal 5: “Local residents are increasingly included into the tourism economy (“internalmarketing”)”, measure 5.3: “Linking tourism sector with other sectors of the local economy”. Under measure3.2 special emphases is placed on the development of Mountain based biking and hiking, as well as thedevelopment of agro-tourism. Market research from the international Adventure Tourism and TravelAssociation, (ATTA), indicates that mountain bikers are a sub-group generating high revenues. The ATTAalso reports that “Hiking & Biking” is generally sought in combination.This action is intended to fall under the guidelines for applicants measure 1.1: "Improving productivity andeconomic competitiveness, rural, cultural and environmental resources in this area”, where indication isgiven that the program is intended, "to promote diverse economic development”, through supporting thedevelopment and improvement of tourist products and services, the integration of cultural heritage andenvironmental capacity of tourism products and joint marketing of these products. The program under thismeasure also is intended to, “Ensure the improvement of knowledge of tourism and cultural workers and useof information communication technologies for development and promotion of products and training forpeople… ". Based upon the above listed issues of relevance, this action is directly relevant to the issuesstated in the guidelines for proposals.Additionally, this action is relevant to the Operating Program for the entire IPA CBC Serbia and Montenegro.Specifically, on page 28 of the OP under the heading of “Rationale” as related to the established prioritiesand measures, it is stated, “Cooperation in matching educational programmes relevant for the needs ofindustry, agriculture and the business environment of the area (e.g. tourism development) can be achievedby cross-border institutions focusing on innovative joint curricula and programmes, and sharing experienceand expertise”. Furthermore, it is also stated, “The success of small businesses is seen to be a key objectivein both countries’ job creation initiatives. Cross-border cooperation between business support groups towork towards achieving a more advantageous business climate, and in developing a tourism supportnetwork to stimulate the growth of this sector, would have significant cross-border impact, and benefit bothcommunities”.It is planned that 20 households from 6 villages within the municipality of Prijepolje will be trained forprovision of rural accommodation and agro tourism. In Berane area an additional 20 households will receivethe training for provision of rural accommodation and agro tourism. The reason that this group was selectedas a target is that in the region has very few opportunities for employment and income generation. As well,these are usually combined villages, in the sense that they have small livestock and small plot of land theycultivate. They produce a relatively small market surplus that can be placed for tourist purposes.While also partners to this action, both the LTO’s and the municipalities are effectively target groups as well.This is down to the activities which will develop human resources within those institutions. For the LTO’s itrelates not just it destination management and product development, but also to project management whichalso will benefit the Municipalities. Producers of souvenir items and local handicrafts are also targeted. It isplanned to train 20 people. In particular, the action will engage women, (as an at risk group), in this areawho are active and currently have basic experience in the development and production of souvenirs. In Page 7 of 98
  8. 8. Berane there are two women’s association actively involved in handicrafts and souvenirs production:“Vrijedne ruke=skillful hands” and “Club for rural development”, with more than 50 active members. Besidethat there are two individual producers of local souvenirs. Eight skilled women from these two associationsand two individual producers will receive the training in order to improve their business in souvenirsproductions.Final beneficiaries: • Residents of six villages in Prijepolje (Babine 578, Regis 511, Kamena Gora 298, Sopotnica 151, Mileševo 122, total 1660) • Residents six villages in Berane (Bastahe 70, Vuca 26, Glavaca 126, Kurikuce 115, Lubnice 245, Pracevac 43, ukupno: 625) • Mountain club Kolovrat Prijepolje – 70 members • Mountain club Vojo Maslovaric – 43 members • Mountain club Berane – 40 members • Sport fishing association “Lim” – 500 • Bee keepers association – 97 members • Two local Agro associations - 210 members • Local and regionally based tour operators - 2 • Municipality of Prijepolje - 41,188 inhabitants • Citizens of Berane municipality – 35,086 inhabitants2. Description of the action and its effectivenessThe stated overall objective of this action is to “contribute to the strengthening of cross-border collaborationthrough joint efforts to improve tourism destination management and product development”. This action willseek to improve collaboration amongst stakeholders and partners on both sides of the border throughfacilitation of joint participation in the development of a cooperative area. This means working towards bettercapitalization and usage of human, natural, cultural and economic resources such that they are positionedas joint advantages. This objective is therefore designed to address the stated main challenges within theOperating Program for the CBC Serbia-Montenegro program to assist in improving utilization of “the areasconsiderable assets and resources to revitalise the economy”. It has been established by the EuropeanCommission that cross border economic and social co-operation is an effective instrument not only forconfidence building and overcoming conflicts from the past and the existence of new state borders, but alsofor establishing a platform for future cooperation in other areas that are of regional and local importance.The stated specific goal of the action is to “Improve the quality of the tourism offer in Berane and Prijepolje”.This goal is based upon the idea that increased competitiveness and sustainability for the region in thenature based and cultural tourism sectors are ideal for capitalizing on existing assets that are on both sidesof the border but are as yet underutilized. The area’s natural and cultural assets represent significantopportunities for the development of the tourist sector in the area. While on the Serbian side, there is atraditional tourist base, in Montenegro, despite similarly attractive scenery and natural resources, there isnot. Despite the Serbian side’s traditional base, the existing offer has declined over the past years and thearea’s relatively remote position has acted as an additional inhibitor to growth when coupled with the existingoffer. As current tourism trends indicate, remoteness is not particularly problematic when the offer isdeveloped around that position as an asset. The current offer on both sides of the border is too narrow andas a result, in order to capitalize on the existing assets, the offer must be improved.This action is expected to last 24 months. The anticipated results and activities that will bring them about arethus;Result 1: Upgraded small scale tourism infrastructure and infrastructure related capacitiesThe infrastructure related results from this action are expected to provide some of the most tangible andimmediate benefits and are targeted to address specific needs on both sides of the border. In Prijepolje thelack of a quality tourism information and education center is a hindrance to effective distribution of relevantinformation for tourists that do come to the area and promotion of sustainable tourism development. On theMontenegrin side, the need to upgrade hiking and biking trails is essential to fulfillment of the Tourism MasterPlan. While local knowledge exists of these trails, effective mapping has not been completed and thereforethe GIS activities will directly address this issue. It is expected that the trail maintenance education will havesubstantial added value and multiplier effects as the Serbian counterparts who will take part in the trainingwill be able to implement these techniques in their own area.Result 2: Improved cooperation and strengthened capacities of local tourism stakeholders of twomunicipalities.Joint development of tourism and hospitality network will be a result of this action. Quantifiably, it is foreseenthat through the various activities that will lead to this result, approximately 70 persons will be directly Page 8 of 98
  9. 9. impacted. Additionally, it is expected that this result will directly address improving mutual confidence byestablishing relations grounded in common traditions, culture, language, history which are not only essentialto improving the economic environment in the area, but to ensuring stability and further cooperation towardsthat and other ends.Result 3: Created joint tourism package.The activities that will lead to this result, as with the result itself will directly support creating a sustainabletourism sector through focus on alternative tourism opportunities (not-mass tourism), and specifically bytaking into consideration the unique characteristics of the area,(e.g. nature, rural area). The lack of massivehotels leaves it to accommodations on farms and in local households to help the local population as wholeand targeted housing providers specifically.Result 4: Established joint promotion and marketing of the region.The establishment of joint promotion and marketing will directly benefit tour operators, hoteliers, and otherrelated service providers by aiding in providing them with access to the broader marketplace. The increasedpresence of the target groups and final beneficiaries on the marketplace will directly aid them in gaining newclients, establishing new partnerships and more efficiently promoting their offer. It is accepted practice in anyindustry that products require promotion to drive sales and that marketing is an essential component ofproduct development. The expected “publications” within this result are the photo catalog and otherpromotional materials that will be created, both physical and digital, (Web based).The planned activities to achieve these results are thus;Activity Set 1: Infrastructure and related capacities: Within this activity set there will be four areas ofspecific activities. The first is renovation of Tourist Information Centre in Prijepolje, the second isimprovement of hiking & biking trails and implementation GIS mapping, the third is procurement andplacement of tourist signage and the fourth is procurement of computers for the LTO’s.Activity Set 2: HRD and network development: Within this activity set there are eigth specific activites.The first is establishing of cross-border tourism network, the second is conducting quarterly networkmembers meetings, the third is to conduct training program souvenir producers, the fourth is to producevillage household’s hospitality manual and conduct training course, the fifth is to organize a study trip toother regions in Serbia for best practices exchange in village/farm tourism, the sixth is to conduct destinationmanagement training courses followed by the seventh which is to a develop a joint destination managementplan of action, the eighth is to conduct a training course in event management.Activity set 3: Tourism product development: Within this activity set there are 3 specific activites. Thefirst is to catalogue joint tourist assets in the region, the second is to create joint itineraries utilizing localresources and the third is to establish a Joint calendar of events.Activity set 4: Marketing: Within this activity set there are four specific activities. First is development ofjoint printed promotional material, the second is to creation of a joint website, the third is organization oftours for members of the media in both countries and the fourth is joint promotion of tourism products atinternational tourism fairs.3. Sustainability of the actionPreconditions and assumptionsThe preconditions for project implementation include fully prepared technical documentation for therehabilitation of tourist information and willingness of the two municipalities to work together inimplementation and joint development. An assumption for successful implementation of the project is stablepolitical situation in the border region, on both sides of the border, and that the trend of improvement ofbilateral relations between two countries (Serbia and Montenegro) will continue. Additionally it is assumedthat the easing of the global economic crisis will reduce its negative impact on the tourism sector both fromthe domestic markets as well as inbound international markets.Risk analysis and contingenciesActivity set 1: Infrastructure and related capacities;The primary risk is associated with political issues. As both areas are still undergoing modernization not justof their local capacities, but also of capacities and influence from national authorities,This process of change can result in instabilities within those institutions that can have a negative impact theaction. In order to mitigate these potential negative effects, the action will follow up the development witheducational activities that will be designed to create project outcome ownership at the level of the targetgroups who are less likely to be impacted directly by the potential risks due to their non-political position,(the LTO’s and mountaineering clubs).Activity set 2: HRD and network developmentThere is a risk of depopulation resulting from unfavorable demographic trends and the aging of the localpopulations as well as associated with the abilities of those taking part in the educational activities to absorbthe information provided. An additional risk involves the potential for conflict within the intended network.Contingencies for these risks are as follows: to address the depopulation and aging issue, this activity setwill seek to implement and inclusive methodology that will target women and older residents; To address Page 9 of 98
  10. 10. any potential problems with uptake of knowledge provided by those who receive training, the trainings will bedesigned to avoid complexities while the published guidelines will provide the ability to review the materialsbeyond the activities implementation; To avoid any possible conflicts within the network, numerous jointmeetings will be held that will follow an inclusive methodology during the action.Activity set 3: Tourism product developmentThe risk potential in this activity set not substantial, but neither is it marginal. Considerations must be givento areas of risk such as; Lack of human resource skills in the area of tourism guiding services, lack of viabletour operators in the area to capitalize on the developed products, potential for certain external markets toperceive the area as dangerous. In response to these risks, efforts will be made to mitigate their potentialimpact through, focus on developing products that are less labor intensive and development of “self-guided”itineraries, networking with other operators in the broader region and promotion amongst locals to capitalizeon new opportunities, effectively “Rebrand” the area through the marketing activities.Activity set 4: MarketingThe predominant risks are associated with creation of promotional materials in a timely fashion, will there beenough media interest, and will attendance at the targeted trade events be at high enough levels to have apositive impact. As far as dealing with price, that issue will be addressed by using competitive EUprocedures for services which function to ensure best value for the money, insuring media interest will inpart done through timing of that particular activity, by doing it in the near term prior to domestic tourismevents, interest should be higher, to deal with possible low attendance there will be a targeted effort tocontact and establish meetings with operators at the events so as to ensure that minimum traffic flow goalsachieved.Sustainability:As this action involves training and education as substantial aspects, further implementation of theseactivities is addressed by the production of the training manual for hospitality providers together with thedeveloped capacity to provide technical assistance in that area by the LTO’s with respect to those relatedactivities. It is anticipated that successful implementation will motivate additional local actors to use theinformation, (training material), to reinforce their knowledge. The local governments as well as the LTO’swill also maintain possession of these sources of information and if sought by their local residents, will be ina position to effectively provide further trainings and technical assistance programs. Additionally, theimprovement of the mountain trails in Berane is expected to allow them to be added to the MontenegrinNational Trail Network, thereby entering them into the national trail maintenance scheme funded under theLaw on Mountain Trails. The established network will also function towards stability through cooperation withother local and regional stakeholders to broaden its relevance and solidify its position as a relevantstakeholder in the area. The aspect of this action that will require regular financing will be the jointmaintenance of the cross border region promotional website. It is planned that this will fall to the LTO’s, whowill be able to easily keep it going through their web portals. The funds to maintain the site, which arerelatively low, will likely be derived from the anticipated increase in municipal revenues resulting fromincreased flow of tourism to the area as well as the sale of the locally produced souvenirs at the LTO offices.As is always the case with all forms of education, once it is imparted upon an individual or group, it cannever be taken away. In this, the participants of the action will gain and maintain ownership of that which alarge part of the action provides, knowledge. By creating the joint promotional web site, the participants andresidents as a whole will gain an enhanced sense of identity, as it will provide evidence of the value of theirregion. It will be perceived as an area with great value and potential. Furthermore, as the local participantsare most knowledgeable about the area they live in, they are in the best position to take advantage of thejoint promotional activity undertaken by their municipal bodies.This joint effort will also provide a framework for future cooperation between the involved institutionalstructures, (Municipal, LTO’s and CSO’s). While it will clearly take time to develop a fully active andfunctional relationship, this step will go a long way towards establishing the strong foundation built uponmutual trust and respect that is required for any long-term cooperation to succeed. Furthermore, thecapacities developed by all of the institutions involved will further their ability to continue to play an activerole in the regions process of ascension to the European Union.It is expected that there will policy level benefits on both sides of the border as a result of this action. Whilespecific legislation may not be an immediate outcome or result from the action, other areas will benefitsubstantially. As a result of the “best practice” orientation with regard to strategic cooperation anddevelopment, both codes of conduct and methodologies will be improved. Both Municipalities will have amap for how to best interact and cooperate on a long-term basis. Also, the municipalities will develop anenhanced ability to directly communicate with their own residents by consulting with them to develop thejoint promotional aspect of the action.Environmental sustainability is a key aspect of the effort. In particular, the trail maintenance efforts and risingof the standard of care in that field will have a directly positive result on reducing erosion and otherassociated issues with trail usage. Furthermore, the efforts to educate locals and incoming tourists threw theleave no trace campaign will also have positive impacts by reducing direct human impacts. Page 10 of 98
  11. 11. PART B. FULL APPLICATION FORMTHE ACTION For economical and ecological reasons, we strongly recommend that you submit your files on paper-based materials (no plastic folder or divider). We also suggest you use double-sided print-outs as much as possibleReference of the Call for EuropeAid/128739/L/ACT/YUProposals Cross-border programme Serbia – MontenegroTitle of the Call for Proposals under the Instrument for Pre-Accession Assistance (IPA), Component II, allocations for 2007 and 2008Name of the applicant 1/ Municipality BeraneFunctional lead applicantName of the applicant 2 Municipality Prijepolje 1. DESCRIPTION1.1. Title Sustainable Tourism for Equal Chances (STEC) 1.2. Location(s) Montenegro, Serbia, Northeast Montenegro, Southwest Serbia, Berane, PrijepoljeCountry(ies), region(s), town(s)1.3. Cost of the action and amount requested from the Contracting Authorities APPLICANT 1/ APPLICANT 2 TOTAL Functional Lead ApplicantTotal eligible cost of the EUR 182,213.75 EUR 179,672.37 EUR 361,886.12action (A) EUR 154,762.41Amount requested from EUR 152,672.4 EUR 307,771.86the Contracting Authority(B) Page 11 of 98
  12. 12. % of total eligible cost of % 84.93 % 84.97 % 84.95action (B/Ax100)Amount for activities in 4adjacent areas (C)% of amount requestedfrom the ContractingAuthority for activities inthe adjacent areas inMontenegro (C/Bx100)Please note that the cost of the action and the contribution requested from the Contracting Authority haveto be expressed in EURO.1.4. Summary (max 1 page)Total duration of the <24 months>actionObjectives of the action <Overall objective(s)> To contribute to the strengthening of cross-border collaboration in tourism destination and product development, resulting in increased competitiveness for the region in the nature based and cultural tourism sectors. <Specific objective> Improved quality of tourism offer in Berane and Prijepolje.Partner(s) Municipality of Berane, SNV, UNDP, TO Berane, Municipality of Prijepolje, TO Prijepolje, Regional Development Agency Zlatibor. Rural households representatives 40Target group(s)5 Local Tourism Organizations 9 Souvenir producers 20 3 Mountain clubs 20 Hotel owners 3 Restaurants owners 3 Activity based tour operators and clubs, (Rafting, 10 fishing, biking, etc) Centre for culture 4 Agriculture producers 10Final beneficiaries6 • Residents of six villages in Prijepolje (Babine 578, Regis 511, Kamena Gora 298, Sopotnica 151, Mileševo 122, total 1660) • Residents six villages in Berane (Bastahe 70, Vuca 26, Glavaca 126, Kurikuce 115, Lubnice 245, Pracevac 43, ukupno: 625) • Mountain club Kolovrat Prijepolje – 70 members4 To be filled in only by applicant from Montenegro5 “Target groups” are the groups/entities who will be directly positively affected by the project at the Project Purpose level – See paragraph 2.3 in Section II for the list.6 “Final beneficiaries” are those who will benefit from the project in the long term at the level of the society or sector at large. Page 12 of 98
  13. 13. • Mountain club Vojo Maslovaric – 43 members • Mountain club Berane – 40 members • Sport fishing association “Lim” – 500 • Bee keepers association – 97 members • Two local Agro associations - 210 members • Local and regionally based tour operators - 2 • Municipality of Prijepolje - 41,188 inhabitants • Citizens of Berane municipality – 35,086 inhabitantsEstimated results Result 1: Upgraded small scale tourism infrastructure and infrastructure related capacities Result 2: Improved cooperation and strengthened capacities of local tourism stakeholders of two municipalities. Result 3: Created joint tourism package. Result 4: Established joint promotion and marketing of the regionMain activities Training, Product development, Marketing, light infrastructure improvementsWhere applicable, clearly indicate the sector7, theme, or geographical area specified in the call forproposals to which the proposed action would apply:1.5. Objectives (max 1 page)Describe the overall objective(s) to which the action aims to contribute towards and the specific objectivethat the action aims to achieve. The stated overall objective of this action is to “contribute to the strengthening of cross-border collaboration through joint efforts to improve tourism destination management and product development”. This action will seek to improve collaboration amongst stakeholders and partners on both sides of the border through facilitation of joint participation in the development of a cooperative area. This means working towards better capitalization and usage of human, natural, cultural and economic resources such that they are positioned as joint advantages. This objective is therefore designed to address the stated main challenges within the Operating Program for the CBC Serbia- Montenegro program to assist in improving utilization of “the areas considerable assets and resources to revitalise the economy”. It has been established by the European Commission that cross border economic and social co-operation is an effective instrument not only for confidence building and overcoming conflicts from the past and the existence of new state borders, but also for establishing a platform for future cooperation in other areas that are of regional and local importance. The stated specific goal of the action is to “Improve the quality of the tourism offer in Berane and Prijepolje”. This goal is based upon the idea that increased competitiveness and sustainability for the region in the nature based and cultural tourism sectors are ideal for capitalizing on existing assets that are on both sides of the border but are as yet underutilized. The area’s natural and cultural assets represent significant opportunities for the development of the tourist sector in the area. While on the Serbian side, there is a traditional tourist base, in Montenegro, despite similarly attractive scenery and natural resources, there is not. Despite the Serbian side’s traditional base, the existing offer has declined over the past years and the area’s relatively remote position has acted as an additional7 See paragraph 2.2 in Section II for the list of Sectors. Page 13 of 98
  14. 14. inhibitor to growth when coupled with the existing offer. As current tourism trends indicate, remoteness is not particularly problematic when the offer is developed around that position as an asset. The current offer on both sides of the border is too narrow and as a result, in order to capitalize on the existing assets, the offer must be improved.1.6. Relevance of the action (max 3 pages) Analysis of existing national and local documents and strategies, needs assessments, stakeholder and situation analysis, the partners in this project concluded that the one of main obstacles to developing tourism in the region is the underdeveloped tourist offer. The Municipality of Berane, in the northeastern part of Montenegro and the Municipality of Prijepolje in the southwestern part of Serbia has many similarities. Both are located in the valley of the river Lim and have similar geographical and cultural assets and potential for development. Berane Municipality is one of the poorest - municipalities in Montenegro while the municipality of Prijepolje also belongs to the group least developed municipalities in Serbia, (according to the Serbian Ministry of National Investment document “Development of Infrastructure”). Poverty Estimations by Geographic Areas, 2007 (%) Regions Poverty rate Relative Share of the Share of total poverty risk poor population North 14.0 1.74 56.5 32.5 Center 6.3 0.79 38.4 49.0 South 2.2 0.27 5.1 Source: The Poverty Analysis Montenegro I Poverty risk in rural areas of Montenegro is 1.5 % bigger than average, while in urban areas risk for approximately 30% less than average (Table 6). In urban areas poverty rate in 2007 was 5.5%, and it was less than in rural areas where it was 12.0%. In Montenegro in rural areas live approximately 58.1% of poor persons, while in urban areas there is 41.9%. Furthermore, with the collapse of the industrial base that followed years of conflict in the region, the population base found itself are mostly unemployed and are returning to their villages hoping to revitalize their properties and generate some income, but lacking the skills to do so. Both nations are now focused on promoting more sustainable development in the region, primarily through tourism development. The primary document for tourism development in Montenegro is the Policy and Strategy for Tourism Development in Montenegro by 2020. Specifically, this project fits into the mentioned strategy, in operational goal 3: “Montenegro is known and accepted as an “All- Year-Round” tourism destination”, measure 3.2: “Development and improvement of specific tourism products” as well as in operational goal 5: “Local residents are increasingly included into the tourism economy (“internal marketing”)”, measure 5.3: “Linking tourism sector with other sectors of the ∗ local economy” . Under measure 3.2 special emphases is placed on the development of Mountain based biking and hiking, as well as the development of agro-tourism. Market research from the international Adventure Tourism and Travel Association, (ATTA), indicates that mountain bikers are a sub-group generating high revenues. The ATTA also reports that “Hiking & Biking” is generally sought in combination. Agro-tourism is also seen as important for the development of rural areas. Agro-tourists are characterized as tourists focused on nature, whose perception is dominated by the image of healthy life in the country, and related to; integration into the host family, personal contact with animals on the farm, romantic charm of rural traditional architecture, infrastructure for free activities for active design of holidays, adequate comfort – but no hotel service, overall comparison – affordable prices. Measure 5.3 of the Montenegrin tourism strategy states the following, “An enormous potential to increase employment and income can be seen in linking the tourism sector with other economic- Source: Poverty Reduction Strategy Paper of Montenegro, 2003. page 2. The Poverty Analysis in Montenegro, 2007.∗ Source: “Policy and Strategy of Tourism Development of Montenegro by 2020”, page 18 Page 14 of 98
  15. 15. sectors”. The production of food, in particular of bio-food, for consumption in hotels, local restaurants, etc. offers a good chance to improve and intensify the agricultural production and benefit from increased tourism in terms of employment and income. The measure further states, “Another important potential lies in the combination of farming and tourism. The extended offer of farm tourism provides a promising option for farmers in rural areas, especially in the North, to complement their farming activities by another source of income. They should be enabled to diversify their economic activities to be better prepared for appearing shocks and unfavorable **** changes”. The project also addresses priorities within the strategic development plan of the municipality of Berane 2009 – 2014. Specifically, strategic priority 3: "Strengthening the administrative capacity and creating a stimulating environment for the development of entrepreneurship and small and medium + enterprises, especially for the development of industry, tourism and agriculture” , the operating objective 6, " Encouraging tourism development” which is planned to be realized through the programs of the development of mountain, sports and recreational tourism, as well as all the ++ accompanying elements . Additionally, strategic priority 4: "Education and training in priority areas, culture and sport”, operational objective 1, “Improving Education in the field of tourism”, and operational objective 2: "Education of staff in the sector of agricultural production and development +++ of rural areas" . Some of the projects anticipated within these strategic priorities are: building a tourist signalization in the area of the municipality, the construction of tourist signalization in the area of the mountain trail network, “Bjelasica-Komovi”, development of mountain tourism, rural ++++ tourism development, and others . Current trends in tourism, (as reported by the World Tourism Organization, the English Tourist Council and the aforementioned ATTA); indicate that Prijepolje and Berane have many advantages that may make this area a very attractive tourist destination: • Tourists are looking for new destinations • The average tourist stay is short - 3 days, or extended weekend. 77% of the total accommodation in rural houses is scheduled for a stay of 4 nights or more. • Tourists want an active holiday with various offers within a single target destination area. • Visitors are seeking to participate in the rural destinations outdoor activities such as hiking, cycling, horseback riding, fishing, rafting and others. • Visitors to rural destination like to participate and learn about agricultural methods, food, cooking and local craft skills. That the territory surrounding Prijepolje is a target for tourism development can be seen in Tourism Development Strategy of Serbia in which the southwest of Serbia, where the key products expected to see development include various events, (cultural and nature based), special interests, (health tourism), mountain and lake and rural tourism, (summary version, page 19, southwest Serbia cluster). Another relevant strategy was done at the regional level, the “strategy of sustainable development in the region Uzice 2009 – 2012”. In its SWOT analysis, and its mission, tourism is recognized as one of the key factors of development of the region, (page 29). It states specifically, "The area economy as a holder of the economic development of the region after the process of restructuring and privatization of existing businesses, making them functional, and opening new investment cycle through the development of small and medium enterprises, Greenfield investments, particularly in tourism, processing capacities and agriculture, in accordance with the principles of sustainable development, the economy that enables growth of economic and social standard of population”**** Source: “Policy and Strategy of Tourism Development of Montenegro by 2020”, page 42+ Source: Strategic Development Plan of municipality of Berane 2009-2014, page 32++ Source: Strategic Development Plan of municipality of Berane 2009-2014, page 33+++ Source: Strategic Development Plan of municipality of Berane 2009-2014, page 33++++ Source: Strategic Development Plan of municipality of Berane 2009-2014, page 66 Page 15 of 98
  16. 16. The Strategy Document of Prijepolje municipality, “Strategy of Sustainable Development” definestourism development as a priority. Also, the municipality of Prijepolje has recognized promotion oftourism activities in the municipalities of Berane and Prijepolje in the Action Plan for 2009 - 2010year, which was adopted at the Municipal Assembly session in July 2009. Additional actors intourism development are established tourist associations, which have their own statutes, plans andpriorities for further development. Based on the priorities of the municipality and the association, andnoticed deficiencies and capacity of target groups, we further define the activities related to theimprovement of tourist infrastructure, promotion of knowledge related to tourism development,creation of joint offers and promotions.This action is intended to fall under the guidelines for applicants measure 1.1: "Improvingproductivity and economic competitiveness, rural, cultural and environmental resources in this area”,where indication is given that the program is intended, "to promote diverse economic development”,through supporting the development and improvement of tourist products and services, theintegration of cultural heritage and environmental capacity of tourism products and joint marketingof these products. The program under this measure also is intended to, “Ensure the improvement ofknowledge of tourism and cultural workers and use of information communication technologies fordevelopment and promotion of products and training for people… ". Based upon the above listedissues of relevance, this action is directly relevant to the issues stated in the guidelines for proposals.Additionally, this action, both indirectly through its relevance to the guidelines for proposals anddirectly outright, is relevant to the Operating Program for the entire IPA CBC Serbia andMontenegro. Specifically, on page 28 of the OP under the heading of “Rationale” as related to theestablished priorities and measures, it is stated, “Cooperation in matching educational programmesrelevant for the needs of industry, agriculture and the business environment of the area (e.g. tourismdevelopment) can be achieved by cross-border institutions focussing on innovative joint curricula andprogrammes, and sharing experience and expertise”. Furthermore, it is also stated, “The success ofsmall businesses is seen to be a key objective in both countries’ job creation initiatives. Cross-bordercooperation between business support groups to work towards achieving a more advantageousbusiness climate, and in developing a tourism support network to stimulate the growth of this sector,would have significant cross-border impact, and benefit both communities”.Provide a detailed description of the target groups and final beneficiaries and estimatednumber:20 out of 180 members of hiking clubs in the two municipalities are being targeted with capacitybuilding efforts. It is planned that 20 households from 6 villages within the municipality of Prijepoljewill be trained for provision of rural accommodation and agro tourism. In Berane area there are 8households which are in some elements are ready to provide accommodation or local food productswhile an additional 12 households ready to develop their skills and services in hospitality. In total,from Berane territory, 20 households will receive the training for provision of rural accommodationand agro tourism.While also partners to this action, both the LTO’s and the municipalities are effectively target groupsas well. This is down to the activities which will develop human resources within those institutions.For the LTO’s it relates not just it destination management and product development, but also toproject management which also will benefit the Municipalities. Producers of souvenir items and localhandicrafts are also targeted. It is planned to train 20 people. In particular, the action will engagewomen, (as an at risk group), in this area who are active and currently have basic experience in thedevelopment and production of souvenirs. In Berane there are two women’s association activelyinvolved in handicrafts and souvenirs production: “Vrijedne ruke=skillful hands” and “Club for ruraldevelopment”, with more than 50 active members. Beside that there are two individual producers oflocal souvenirs. Eight skilled women from these two associations and two individual producers willreceive the training in order to improve their business in souvenirs productions.Here is a chart that displays target group including those not listed above:No Organization Number of participants Municipality Page 16 of 98
  17. 17. 1 Rural households representatives 40 Berane, Prijepolje 2 Local Tourism Organizations 9 Berane, Prijepolje 3 Souvenir producers 20 Berane, Prijepolje 4 3 Mountain clubs 20 Berane, Prijepolje 5 Hotel owners 3 Berane, Prijepolje 6 Restaurants owners 3 Berane, Prijepolje 7 Activity based tour operators and 10 Berane, Prijepolje clubs, (Rafting, fishing, biking, etc) 8 Centre for culture 4 Berane, Prijepolje 9 Agriculture producers 10 Berane, Prijepolje Final beneficiaries: • Residents of six villages in Prijepolje (Babine 578, Regis 511, Kamena Gora 298, Sopotnica 151, Mileševo 122, total 1660) • Residents six villages in Berane (Bastahe 70, Vuca 26, Glavaca 126, Kurikuce 115, Lubnice 245, Pracevac 43, ukupno: 625) • Mountain club Kolovrat Prijepolje – 70 members • Mountain club Vojo Maslovaric – 43 members • Mountain club Berane – 40 members • Sport fishing association “Lim” – 500 • Bee keepers association – 97 members • Two local Agro associations - 210 members • Local and regionally based tour operators - 2 • Municipality of Prijepolje - 41,188 inhabitants • Citizens of Berane municipality – 35,086 inhabitants1.7. Description of the action and its effectiveness (max 13 pages)Provide a description of the proposed action including, where relevant, background information that led tothe formulation of the action. This should include: Expected results (max 5 pages).Results Result 1: Upgraded small scale tourism infrastructure and infrastructure related capacities The infrastructure related results from this action are expected to provide some of the most tangible and immediate benefits and are targeted to address specific needs on both sides of the border. In Prijepolje the lack of a quality tourism information and education center is a hindrance to effective distribution of relevant information for tourists that do come to the area. The establishment of a new center will revitalize the areas capacity to effectively carry out information distribution and additionally, will have added value in that it has been designed to also act as an education center as well as providing sales of locally produced trinkets and other souvenir type items. With this new center, local operators and hoteliers/housing providers will have a venue through which they can more effectively reach potential clientele. On the Montenegrin side, the need to upgrade hiking and biking trails is essential to fulfillment of the Tourism Master Plan. While local knowledge exists of these trails, effective mapping has not been completed and therefore the GIS activities will directly address this issue, allowing the trails to be more effectively promoted and used for economic benefit by drawing tourists. In an effort to address sustainability not only of the tourism offer, but also environmental, these trails need to be upgraded to maintenance standards that have been established internationally and local stakeholders on both sides will benefit from education in and implementation of the resulted trails upgrade. The GIS mapping will provide a concrete set of maps for the area that will be used in dissemination and promotion and a methodology for ensuring up to date maintenance of related data. It is expected that the trail Page 17 of 98
  18. 18. maintenance education will have substantial added value and multiplier effects as the Serbiancounterparts who will take part in the training will be able to implement these techniques in their ownarea, (currently most trails are marked and maintained, but the value of being able do this to a higherstandard is essential to sustainability), and the Montenegrins who take part will be able to use thisknowledge in assisting other areas that are in need of the same activity in order to fulfill the TourismMaster Plans stated objective of promoting hiking and biking as a landmark tourism productthroughout the north.Result 2: Improved cooperation and strengthened capacities of local tourism stakeholders oftwo municipalities.The educational activities that will create the 2nd anticipated result are aimed directly at addressingweaknesses that are set forth in all of the relevant strategic documents, and specifically, that whichwas established within the Operating Program. These are, “Limited access of the rural population tothe formal educational system due to long distances, and poor public transport” which is directlyaddress by providing needed education outside of the formal system provided to the relevantstakeholders “on-sight”. This will ease transport and distance related issues by bringing the educationto the targets as opposed to making them go outside of their area to get it. Additionally, theseeducational activities are addressing further weaknesses, “Lack of sector-specific (i.e. tourism,agriculture) education” by providing knowledge that will be specific and targeted to the needs of thearea. Furthermore, this result is intended to capitalize on the opportunities that have been establishedwithin the area, including, “Joint development of business clusters” supporting improved cooperationand capacities across the border. Quantifiably, it is foreseen that through the various activities thatwill lead to this result, approximately 70 persons will be directly impacted. Yet still, replication ofthese activities throughout the area should be enhanced by the production of the rural householdhospitality manual that can be used by other communities in the region as well as the establishment ofa joint tourism destination management plan that will enable the two communities to continue tocooperate without political difficulty as the plan will be the property of the two TourismOrganizations. Additionally, it is expected that this result will directly address improving mutualconfidence by establishing relations grounded in common traditions, culture, language, history whichare not only essential to improving the economic environment in the area, but to ensuring stability andfurther cooperation towards that and other ends.Result 3: Created joint tourism package.The activities that will lead to this result, as with the result itself will directly support creating asustainable tourism sector through focus on alternative tourism opportunities (not-mass tourism), andspecifically by taking into consideration the unique characteristics of the area. The region as a whole,on both sides of the border, does not lend itself to heavy volume, but rather to a higher quality, highervalue added variety of tourism. This result will directly capitalize on the areas potential in this regard.The lack of massive hotels, or rather the ability to develop more easily accommodations on farms andin local households will help the local population as whole and targeted housing providers specificallyto more readily capitalize on existing basic infrastructures and knowledge rather than developingstructures for which the local population has no real skills, (i.e. large scale resorts and the type ofservices that tend to provided therein). The key benefactors to this result will be tour operators, whowill be able to cooperate with cross border partners to provide higher value added products and withadded value, be able to work in the future to further develop new offers.Result 4: Established joint promotion and marketing of the region.The establishment of joint promotion and marketing will directly benefit tour operators, hoteliers, andother related service providers by aiding in providing them with access to the broader marketplace.The increased presence of the target groups and final beneficiaries on the marketplace will directly aidthem in gaining new clients, establishing new partnerships and more efficiently promoting their offer.The relationship between marketing, promotion and sales need not be expounded upon here as it isaccepted practice in any industry that products require promotion to drive sales and that marketing isan essential component of product development. The expected “publications” within this result are the Page 18 of 98
  19. 19. photo catalog and other promotional materials that will be created, both physical and digital, (Web based). The proposed activities and their effectiveness (max 9 pages).Activities*It must be noted that the two municipalities are expect to be involved in virtually all of the activities at times contributing as stakeholder where applicable and also in a monitoring capacity. This is expected to aid them both in developing capacities to further implement activities in the future after the project is over. Additionally, the regional development agency Zlatibor in Serbia is a partner, but will not be involved in activities beyond providing technical assistance to the municipalities in project management and other key areas, (issuing public tenders, etc.) Activity 1.1: Renovation of Tourist Information Centre in Prijepolje This activity will be undertaken by the Municipality of Prijepolje, (contracting authority), and the Tourism Organization of Prijepolje, (primary user). Both organizations will jointly manage the effort. It is the full build out of a new tourism information center, (within a structure already existing and under ownership of the Municipal authorities. In a previous joint effort by the Municipality and the Tourism organization, a design has been established already. The build out work is listed first as it is expected to take some time to complete, somewhere between 6 and 9 months following proper subcontracting procedures. Additionally, it is listed first as it is intended to be in full function by sometime around mid-term of project implementation so as to be able to functionally contribute to implementation of later activities, (marketing and promotion). Furthermore, this facility will ultimately provide a sales outlet for the later to be established souvenir products. Activity 1.2: Improve hiking & biking trails, implement GIS mapping As a key aspect of the Montenegrin Tourism Strategy, hiking and biking must be developed. The area around Berane has an extensive, but unmarked and unmaintained trail network. This network feeds directly into the National network and provides direct access to National Park Bjelasica and nearby Komovi. These trails represent an obvious underutilized asset. In order to effectively capitalize on this asset, while also maintaining environmental integrity, there will be an effort to train members of the local mountaineering club in the latest techniques in trail maintenance followed by extensive practical application of this knowledge through marking and actual trail improvements. Additionally, the training will include members of the Mountaineering club from Prijepolje thereby increasing their capacity to better maintain the established trial network on the Serbian side. Further still, in order to properly map these trails, a full GIS will be implemented with training for the local clubs and TO’s in how to apply this technology. This activity is also listed early in the project implementation due to the nature of it. The effort will take time to implement, from 12 to 18 months, with time needed to be given for acquisition of needed materials and to provide trainings prior to actual works commencing. Additionally, there will be training in trail maintenance and marking, (two days, one theory and the second practical). This will be followed by an effort to upgrade and mark 135km of trails. The effort will be led by UNDP Montenegro as a partner to the project, in cooperation with the two mountaineering clubs and the Tourism Organizations. There will be light subcontracting as relates to training on trail maintenance. Activity 1.3: Procurement and placement of tourist signage Effective tourist signage is of mixed quality. As such, signage will be acquired and placed in strategic locations to aid travelers in more easily accessing the assets of the region. It’s placement within the activities listing is tied to its nature as an “infrastructure” activity. It is anticipated that this activity will take place during the middle portion of the projects implementation. The action will be run by the two Tourism Organizations and UNDP Montenegro. The signage, once in place will have particular focus on promoting the assets that are associated with this effort, particularly, the mountain trails system and local housing providers, (although additional assets not included in the project will also get signage). The activity is expected to take place during the middle of the project. Page 19 of 98
  20. 20. Activity 1.4: Procurement of computer equipment for Local Tourism Organizations, (LTO’s)In order for the LTO’s on both sides to capitalize on the GIS mapping in the future, it will benecessary for them to have computers to update data, printers to preview maps and a network toconnect to the internet to enable uploading of data. The action will be managed by UNDP, withobvious participation of the LTO’s. It will commence early in the effort.Activity 2.1 Facilitate establishing of cross-border tourism network.In order to have improved communication and cooperation between tourism stakeholders in Berane,Prijepolje and the cross border region, establishment of a tourism network is necessary. First will begrouping stakeholders in different sub-groups (accommodation, restaurants, museums and cultureattractions, agriculture associations, sport (hiking, biking, rafting), Ecological and Culture orientedNGOs, public authorities and supporting institutions. That will be done by LTO in Prijepolje and byLTO Berane and SNV in Berane. Following this, 3 meetings per country/city will be organized formaking that structure in each city. Need for cooperation and Capacity Building / training will beemphasised. Common reasons for further work on the project will be defined. Integrated DestinationManagement, (IDM), approach will be introduced. This activity is the first in its set and is expectedto commence during the first quarter of the overall project implementation.Activity 2.2 Conducting quarterly network members meetingsEach 3 months a network meeting will be organized in Prijepolje or Berane. These meeting will giveopportunity to stakeholders to do joint planning, create synergy, monitor implementation of projectactivities and establish sustainable cooperation between three (public, private, NGO) sectors; Theseactivities will be facilitated by the two LTO’s and SNV (throughout project implementation)Activity 2.3 Conduct training program souvenir producers10 souvenir producers from Berane and 10 from Prijepolje will receive 2 days training in improvingproduction, productivity, business barriers and marketing & promotion. The training will beorganized in Prijepolje. An external consultant will provide the training. By strengthening souvenirproducers and involving them in network activities, connection with hotel accommodation providersand sellers will be improved. This will be facilitated by the LTO’s and SNV. This activity will takeplace during the first half of the project. Ultimately, this is intended to promote local microbusinesses in the field as a means of enhancing the tourist experience while providing needed incometo the rural population. The effort will commence in the middle of the project cycle.Activity 2.4: Produce village household’s hospitality manual and conduct training course40 persons (20 per city/country) will receive a training (two days) divided in two training modules invillage household’s hospitality. Providing village private accommodation and services are recognizedas a need/opportunity for development of rural tourism in the area. Training will be organized inPrijepolje, under responsibility of Prijepolje municipality/LTO. Trainers will be subcontracted, (forthe training and the production of the manual). This will provide much needed improvement ofquality of service through provision of non-formal education. In order to have sustainable effect atraining manual will be developed and produced. Copies will be given to the training participants andto the LTOs, (who will create training program for their territories and new households interested forthese activities will be in position to receive training and manuals). This activity will take placeduring the middle portion of the project. This activity is designed to capitalize on the rural aspect ofthe area as a tourist destination and promote economic development. As tourism in the area grows involume, it is anticipated that these types of accommodations will play a vital role in increasingovernight stays in the area.Activity 2.5: Organize study trip to region in Serbia for best practices exchange in village/farmtourism Page 20 of 98
  21. 21. To support the training program and use successful practise for additional motivation and source ofknowledge and experience exchange a study tour will be necessary. A 3 days trip will be organized inZlatibor region for 20 participants from cross border region. This activity follow the training as thebest participants from it will be selected as candidates to participate. The activity will be led by LTOPrijepolje in cooperation with LTO Berane and SNV. It will follow the training listed in 2.4.Activity 2.6 Conduct destination management trainingTraining in Integrated Destination Management will give the target group background inmethodology, support to strengthening the established cross border network and create betterpossibilities for destination cost reduction and increase level of joint action. Training will beorganized in four modules (tourism recourse analysis, product development, Management, branding& marketing). A part of improved knowledge and changed approach joint cross border planning andcooperation will be strengthened. After each module, participants will receive practical exercises andtherefore be in position to put theory into practise. This activity will be led by SNV with participationby the two LTO’s. It will take place during the first half of the project. This effort will requiresubcontracting to facilitate the training.Activity 2.7: Develop destination management plan of actionAs a follow up to the training in 2.6, participants will go through a facilitated effort to produce a jointcross border plan of action. That plan will be incorporated by network, and used for future tourismactions of the region. The process will be facilitated by SNV and supported by two LTO offices. Thisactivity is intended to further solidify the cross border cooperation aspect by facilitating a mechanismfor future cooperation. The effort will coincide with that of activity 2.6.Activity 2.8: Conduct training course in event managementIn order to support additional development of tourism products, improved skills in management ofevents are recognized as a need. SNV will organize and deliver the training. Participants will be fromthe Prijepolje and Berane region. These will include hosts of existing events and new planned eventsincluding agro-associations reps, cultural sector stakeholders, LTO’s/Municipal officials. This effortwill take place in both years of the project.Activity 3.1: Catalogue joint tourist assets in the regionAs a first step toward establishing a joint tourism offer and a defining a joint itinerary, it will benecessary to definitively catalogue all potential tourist assets in the area. This will includeestablishing a photo database as well as incorporating the GIS data established earlier in the project.This action will be led by a joint effort of the two LTO’s along with the Regional DevelopmentAgency Zlatibor, (Prijepolje section). It will commence early in the project, but due to the regularinflow if new information, will continue to be updated throughout the action.Activity 3.2 Create joint itineraries utilizing local resourcesBuilding upon all that has been developed and utilizing not just the natural and cultural resources, butalso the established tourism network, an effort will be made to create new tourism itineraries that canbe sold through local operators and promoted through the LTO’s. This effort will necessarily have tofollow the completion of other activities, establishment of the network, mapping of assets andimprovement of local housing provider services. Additionally, there will be procurement of stands toprovide for food and trinkets producers to have an outlet for sales during events that will be planned.Receiving training in management of events will together with procurement of sales point stands willprovide a necessary base for improvement of cross-border tourism offer. It will be led by the LTO’sand take place in the middle portion of the effort. Page 21 of 98
  22. 22. Activity 3.3 Establishment of a Joint calendar of eventsIn an effort to support cross border cooperation on an ongoing basis, and to help broaden the tourismoffer, the two municipalities will establish a joint calendar of events, (manifestations of varyingkinds, e.g. sports, cultural, etc.). Additionally, within this activity will be included the acquisition of20 stands to be used jointly by the LTO’s in order to enable local food and souvenir producers to selltheir products during events. This action will build upon and support the establishment of jointitineraries completed above and will be managed jointly by the two LTO’s. As an activity it will bedone twice, once in each project year.Activity 4.1: Develop joint printed promotional material (brochures, manuals, posters, pens,etc.)As marketing and promotion of the region are seen to be essential to successful development oftourism, it is therefore necessary to develop joint promotional materials. This activity is dependentupon the completion of at least the majority of activities under actions 3.1, 3.2, and 3.3. Therefore,while this particular action may commence at an earlier stage, its completion will follow thecompletion of the other activities. The action will involve production of brochures, leaflets and otherpromotional material. This action will be managed by the two LTO’s, with a need to subcontract formaterials design and production. The effort will take place in the second year after all of the relevantdata has been collected.Activity 4.2: Creation of a joint websiteIn the modern age of ICT, it is seen as mandatory that a website also be established to promote theregion as well as the project itself. The site will put into use materials from the print materials tomaintain consistency of message delivery, but will also go beyond that. It will enable members of theestablished tourism network to directly access information on potential clients through page viewanalysis and provide a direct link between tourists and local providers, (housing, operators, etc.).Additionally, the site will act as a vehicle for the two LTO’s to commence with DestinationManagement activities upon completion of the project. The LTO’s will manage the action and it willrequire subcontracting of web designers who will then build the joint site into existing sites of theLTO’s. The initial site will be developed in the midterm but upgrading will take place into the secondyear.Activity 4.3: Organization of tours for members of the media in both countries.Unquestionably, advertising is a substantial expense for any product, particularly TV advertising. Inan effort to gain media exposure at a cost effective rate, members of both print and TV media will beinvited to the region to take part in one of the established joint itineraries. As media in both countriesare often looking for interesting stories, this will provide them with access to one while also helpingpromote the region. It is expected that there will be presentations in both print and TV of the tour,which will be timed to lead in to the next Action by a short time span, (a week in advance). That said,the actual implementation will be timed to provide the media members with enough time to developtheir presentations/articles so that they can be timed for optimal release. The action will be led by theLTO’s on both sides in cooperation with all other partners to provide a full perspective on the action.The activity will take place in the early and mid portions of the second year.Activity 4.4: Joint promotion of tourism products at international tourism fairsThe developed itineraries, as well as the region and its offerings as a whole, will be presented in 4separate trade events. Three of these events are public and one is trade only. The intended events are,tourism fairs in Budva and Belgrade, (intended to directly promote the area to local population), aswell as London, (trade only, intended to promote the area to international operators and facilitaterelationships between them and local operators), and Berlin, (intended to provide public presentation Page 22 of 98
  23. 23. of the region on an international stage. The LTO’s on both sides will participate in the events and manage the action. Its implementation will coincide with the timing of the trade events themselves.1.8. Methodology (max 4 pages) The primary methodology for implementation of this effort is based upon joint management. At each stage of activity, it has been designed so that even if one side is an effective leader, joint participation is integral. This is true not just from a management standpoint, but also from a target group standpoint. With the slight exception of infrastructure activities that a particular to each side, (and even then there is a joint aspect), activities will be implemented for the benefit of groups on both sides together. In fact, the word itself, “Joint”, is the central theme of the effort as a whole and goes directly to the desired overall objective. Ultimately, all of the activities, education, planning, promotion, are tools to support cooperation and the sense of “joint space” on both sides of the border that began with the effort to develop this action by both municipalities in January of 2009. Relating to previous activities in the area, both municipalities belong to Polimlje region, have similar development strategies that have recognized tourism as an economy branch which will help the development of the municipalities. Prior implementation of strategic documents gave a great contribution and results in tourism. Prijepolje municipality has established a local tourist organization as the holder of tourism development in the municipality. Tourist Organization of Prijepolje is actively working with all the tourist subjects and recognized rural tourism as one of developmental branches of the region. Ten rural tourism associations were formed, categorized 30 rural households, trainings in providing services, aided 24 households, adequately promoted at fairs and entered in the register of tourist households in Serbia. The main road to Montenegro through Serbia has been partially covered by Tourism Signalization. Also, an effort was made to actively work to create contents of existing manifestations and events on each side, as well as creating new events and so as to supplement and enrich the tourist offer. In terms of the programs relation to larger programming, it has been designed to directly extend from both the national tourism strategies for both countries in terms of promoting rural, alternative activity based tourism products in line with local values and traditions. Aside from the linkages to the Stabilisation and Association Agreements both Montenegro and Serbia have signed with the EC, (in which both nations have agreed to proceed with a process of integrating their nations policies into those of the European Union), as an extension of the Cross-border Co-operation policy, this action is coherent within the framework of other EU programmes. Both countries have gained experience through the CBC Neighbourhood Programmes with Member States (SRB-HU, IT-Adriatic) and with candidate countries (SRB-RO, SRB-BG). However, specific CBC experience as such was not experienced by Montenegro since independency. In addition, experience was also gained with for example Strand B of INTERREG III which promotes territorial integration and social cohesion within large groups of European regions or other neighbouring countries, as well as CADSES (Central European Adriatic Danube South Eastern Space), an INTERREG IIIB programme, whose objective is to achieve greater territorial and economic integration and promoting more balanced and harmonious development of the European space. Internal evaluation of project activities will take place throughout the project implementation. The purpose of internal evaluation is for Associates on the project to raise the level of knowledge of our trainees to be able to quantitatively and qualitatively determine the efficiency, effectiveness and impact of the project. During the reconstruction and refurbishing the facilities, regular reports will follow phased implementation of project activities. Procedures used will be in line with PRAG standards and methodologies. External evaluation of project activities will also be in line with PRAG regulations and will be accompanied by official reports of bodies and institutions and official project publications. Page 23 of 98
  24. 24. The position and involvement of target groups within the action have been clearly defined. Be they the potential housing providers or souvenir producers who are targeted in their related training regimes or the local mountaineering clubs that will be engaged in the trail development and GIS aspects. While acting as partners to the project, the LTO’s are also target group members in that they will directly benefit from the destination management training and planning efforts, as well as both of the Municipalities through there increased capacities to both cooperate across the border and to both independently and jointly develop, manage and lead implementation of development projects. Organizationally, the actions partners have been positioned for specific reasons. The position of the two Municipalities as applicants is directly intended to support political cooperation and to provide both with experience in project management and oversight, building on the capacities which they already have a base level of knowledge and experience. The other partners to the project have also been selected for specific purposes. The experience and relevance as primary stakeholders of the two LTO’s to tourism development and promotion is substantial, and their participation in their selected activities directly builds upon their experiences, particularly insofar as that experience bridges the gaps from one activity set to another, indeed the role of the LTO’s is central to the project. SNV’s participation is likewise down to its experience in implementing similar activities, particularly education, planning and facilitation for tourism. The role of UNDP is likewise down to its direct experience in the field of development of hiking and biking in Montenegro and implementation of GIS. Each partner’s role is clear and focused with all bringing added value to the effort. The required means for implementation of the project are varied, but can be classified easily. There will be works relating to the infrastructure activities. There will also be supply of materials, (furniture, computers, GPS devices, etc.), related to the infrastructure activities. While there will be some subcontracting of services on both sides, most labor will be in house. There will be a need to provide technical assistance to the municipalities in the area of project management. The design of this effort was made with direct input of stakeholders on both sides of the border. Their attitude toward the effort is positive and they are realistic in their expectations. As is often the case with many stakeholders in projects such as this, many would like to be given money and provided infrastructure, but as indicated they are realistic and understand that this will benefit them in the end1.9. Duration and indicative action plan for implementing the actionThe duration of the action will be <24> months. Year 1 Month Semester 1 Semester 2 Activity 1 2 3 4 5 6 7 8 9 10 11 12 Implementing body Activity set 1: Infrastructure and related capacities; Activity 1.1: Municipality of Renovation of Tourist Prijepolje, LTO Information Centre in Prijepolje Prijepolje Activity 1.2: UNDP, LTOs, Improvement of Municipalities mountain trails, implement GIS Activity 1.3: UNDP, LTOs, Procurement and Municipalities placement of tourist signage Page 24 of 98
  25. 25. Activity 1.4: UNDP, LTOs,Procurement of Municipalitiescomputer equipmentfor LTOsActivity set 2: HRDand networkdevelopment;Activity 2.1 Facilitate SNV, LTOs,establishing of cross- Municipalitiesborder tourismnetwork.Activity 2.2 SNV, LTOs,Conducting quarterly Municipalitiesnetwork membersmeetingsActivity 2.3 Conduct LTOs,training program for Municipalities,souvenir producers SNVActivity 2.4: Produce LTOs,village household’s Municipalities,hospitality manual SNVand conduct trainingcourseActivity 2.5: Organize LTOs,study trip to other Municipalities,region in Serbia for SNVbest practicesexchange invillage/farm tourismActivity 2.6 Conduct SNV, LTOs,destination Municipalitiesmanagement trainingcoursesActivity 2.7: Develop SNV, LTOs,destination Municipalitiesmanagement plan ofactionActivity 2.8: Conduct SNV, LTOs,training course in Municipalitiesevent managementActivity set 3:Tourism productdevelopmentActivity 3.1: LTOs,Catalogue joint tourist Municipalitiesassets in the regionActivity 3.2 Create SNV, LTOs,joint itineraries Municipalitiesutilizing localresourcesActivity 3.3 LTOs,Establishment of a MunicipalitiesJoint calendar ofeventsActivity set 4:Marketing Page 25 of 98
  26. 26. Activity 4.1: Develop LTOs,joint printed Municipalitiespromotional material(brochures, manuals,posters, pens, etc.)Activity 4.2: Creation LTOs,of a joint website MunicipalitiesActivity 4.3: LTOs,Organization of tours Municipalitiesfor members of themedia in bothcountries.Activity 4.4: Joint LTOspromotion of tourismproducts atinternational tourismfairsYear 2 ( where applicable) Month Semester 3 Semester 4Activity 1 2 3 4 5 6 7 8 9 10 11 12 Implementing bodyActivity set 1:Infrastructure andrelated capacities;Activity 1.1: Municipality ofRenovation of Tourist Prijepolje, LTOInformation Centre in PrijepoljePrijepoljeActivity 1.2: UNDP, LTOs,Improvement of Municipalitiesmountain trails,implement GISActivity 1.3: UNDP, LTOs,Procurement and Municipalitiesplacement of touristsignageActivity 1.4: UNDP, LTOs,Procurement of Municipalitiescomputer equipmentfor LTOsActivity set 2: HRDand networkdevelopment; Page 26 of 98

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