komuna kryevidh.indd - Fondi Shqiptar i Zhvillimit

PLANI I ZHVILLIMIT TE TURIZMIT
K
Grant nga Norway Trust Fund
Ky publikim është realizuar në kuadër të projektit
“Punët “Pu në komunitet III”, fi nancuar nga
Banka Ba e Këshillit të Evropës (CEB)
FONDI SHQIPTAR I ZHVILLIMIT
ALBANIAN DEVELOPMENT FUND
www.albaniandf.org
S tudio
PATRIGRAF
www.xhinapalko@yahoo.com
FONDI SHQIPTAR I ZHVILLIMIT
ALBANIAN DEVELOPMENT FUND
EUROPARTNERS DEVELOPMENT
PLANI I ZHVILLIMIT TE TURIZMIT
KOMUNA
KRYEVIDH

Plani i Zhvillimit Lokal - Komuna Kryevidh
Ky plan zhvillimi i turizmit per komunen Kryevidh u hartua ne kuader te projektit
“Punet me Komunitetin III”, financuar nga Banka per Zhvillim e Keshillit te Europes
(CEB) dhe zbatuar nga Fondi Shqiptar i Zhvillimit. Strategjia eshte pergatitur nga
Europartner Development, agjensia e kontraktuar per pergatitjen e ketij Plani Zhvillimi
te Turizmit nga Fondi Shqiptar i Zhvillimit.
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Tabela abela e e Përmbajtjes
Përmbajtjes
1. HYRJA ..................................................................................................... 5
Hyrje mbi Projektin ............................................................................. 5
Qellimi dhe Objektivat e Projektit ........................................................ 6
Zona e Studiuar ................................................................................. 7
2. PROÇESI I PLANIFIKIMIT, METODOLOGJIA DHE MJETET ..................... 9
Permbajtja e raportit ......................................................................... 10
3. STRATEGJITE E ZHVILLIMIT TE TURIZMIT ................................................ 11
Vleresimi i raporteve mbi zhvillimin turistik ne Bregdetin Adriatik ......... 11
Profili i Komunes .............................................................................. 13
4. TURIZMI NE KOMUNEN KRYEVIDH ....................................................... 20
Zhvillimi aktual i turizmit ..................................................................... 20
5. PRODUKTI TURISTIK NE KOMUNEN KRYEVIDH ..................................... 25
Joshjet dhe Atraksionet ...................................................................... 25
Vezhgim mbi turizmin nderkombetar .................................................. 26
Perspektiva turistike per Komunen Kryevidh ........................................ 30
Çeshtje Strategjike ............................................................................. 31
6. QELLIMET, VIZIONI DHE STRATEGJIA .................................................... 34
Qellimet e Zhvillimit te turizmit ............................................................ 34
Vizioni mbi Turizmin ............................................................................ 34
Principet Udheheqese ........................................................................ 35
Implikimet Strategjike te Qellimeve dhe Vizionit .................................. 36
7. STRATEGJIA E TREGUT “NJE FOKUS ME I MIRE” ................................... 39
Objektivat e Tregut .............................................................................. 39
Pozicionimi i Tregut ............................................................................ 40
Segmentimi i Tregut ........................................................................... 40
8. STRATEGJIA E ZHVILLIMIT TE PRODUKTIT ............................................... 43
Atraksionet ........................................................................................ 43
“Atraksionet e forta” .......................................................................... 45
“Atraksionet e buta” .......................................................................... 48
Fondi Shqiptar i Zhvillimit

Plani i Zhvillimit Lokal - Komuna Kryevidh
9. SIGURIMI I CILESISE .............................................................................. 54
Mjedisi Fizik – Kujdesi dhe Ruajtja ...................................................... 54
Perdorimi i Tokes dhe Planifikimi ......................................................... 54
Vleresimi mbi Kapacitetet Mbajtese. .................................................... 55
Projektet Pilot dhe Eksperiencat .......................................................... 56
Zhvillimi i Burimeve Njerezore. ............................................................ 60
10. MENAXHIMI DHE ORGANIZIMI .......................................................... 61
Menaxhimi ......................................................................................... 61
Menaxhimi i Tranzicionit ..................................................................... 62
Struktura Organizative. ...................................................................... 63
Mbi Zhvillimin e Bregdetit ne zonen e Komunes Kryevidh .................... 65
11. PERMBLEDHJE E PLANIT TE VEPRIMIT ................................................. 67
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1. 1. HYRJE
HYRJE
1.1. Hyrje mbi projektin.
Fondi Shqiptar i Zhvillimit (FSHZH) ka mandatuar kompanine EuroPartners Development te
pergatise Planin e Zhvillimit te Turizmit per Komunen Kryevidh. Pergatitja e studimit u
mundesua nga Projekti “Pune me Komunitetin III”, me financim nga Banka e Zhvillimit te
Keshillit te Europes. Qellimi i studimit eshte te asistoje drejtuesit e komunes ne projektimin e
nje plani zhvillues i cili do te udheheqe zhvillimin e turizmit per vitet 2009-2014. Strategjia
do te ndertohet per te asistuar ne sensibilizimin e potencialeve te konsiderueshme per
zhvillimin e turizmit duke ofruar nje baze per inkurajimin e investimeve te sektorit publik dhe
privat permes promovimit te qendrueshem te zhvillimit bregdetar ne partneritet me
popullsine lokale, autoritetet dhe biznesin.
Siperfaqja bregdetare e Komunes se Kryevidhit (e njohur gjithashtu si ekosistemi i Spilles)
eshte akoma nje nga asetet me te çmueshme te Detit Adriatik, si nga pikpamja e zhvillimit
ashtu edhe nga ajo e mjedisit. Duke qene se mbipopullimi dhe ndotja jane te perqendruara
ne zonat e aferta te Golemit dhe Durresit, ka pak siperfaqe bregdetare te virgjera pergjate
gjithe Detit Adriatik ne kete zone. Per rrjedhoje, planifikimi i zhvillimit integrues perben çelesin
e zhvillimit te qendrueshem ne sektoret e turizmit dhe agrikultures, dy shtyllat kryesore ne
zhvillimin e Komunes se Kryevidhit.
Konteksti i brishte social dhe ekonomik ne ekosistemin bregdetar te Spilles si dhe zhvillimi
kaotik ne zonat fqinje tregojne domosdoshmerine qe situata prezente te vleresohet me
kujdes dhe te angazhohen autoritetet e administrates publike dhe komunitetet lokale ne nje
perpjekje te ndergjegjshme per nje planifikim strategjik te turizmit i cili merr parasysh efektet
e meposhtme:
· Impaktet socio-ekonomike dhe mjedisore te zhvillimeve aktuale;
· Balancimin e kerkesave te zhvillimit per te parandaluar shkaterrimin e
resurseve turistike dhe potencialeve per zhvillim ne te ardhmen;
· Zbatimi efektiv ligjor per perdorimin e tokes dhe rregullave te ndertimit; dhe
· Nevoja per mbrojtjen e resurseve bregdetare te komunes, kritike kjo ne
mbeshtetjen e zhvillimit te qendrueshem turistik.
Komuna e Kryevidhit e gjen veten ne nje situate te privilegjuar mbasi ka nje nga bregdetet
me te bukura dhe me te pazhvilluara te Detit Adriatik. Kombinuar me zhvillimin e turizmit,
kjo zone duhet te perfitoje nga eksperiencat e keqija ne rajon dhe nga principet e shendosha
te zhvillimit. Se bashku me mjetet metodologjike qe pershkruhen me poshte, materializimi i
Fondi Shqiptar i Zhvillimit

Plani i Zhvillimit Lokal - Komuna Kryevidh
principeve te forta strategjike ne masa praktike dhe te pranueshme nga komuniteti,
perfaqeson nje vlere shtese per planin e zhvillimit qe i propozohet komunes.
Pergatitja e studimit do aftesoje perfaqesuesit e Komunes se Kryevidhit te reagojne mbi
potencialin turistik dhe te jene aktiv ne drejtimin e zhvillimeve, ne partneritet me investitore te
sektorit privat. Ky studim duhet gjithashtu te ndihmoje agjencite e fondeve shqiptare dhe
internacionale t’i japin prioritet investimeve te tyre ne drejtim te zhvillimit te infrastruktures per
rajonin ne fjale. Plani strategjik i prodhuar nuk duhet te kufizoj asesi autoritetet e komunes,
por te krijoje nje fleksibilitet veprimi ne varesi te ndryshimit te rrethanave.
1.2. Qellimi dhe objektivat e projektit
Objektivi i pergjithshem i projektit eshte te pergatise nje plan strategjik per zhvillimin e
turizmit ne Komunen e Kryevidhit. Produkti i projektit do te jete pregatitja e nje plani te
zhvillimit turistik i cili do te fokusohet ne:
Profilin socio-ekonomik te komunes (pershkrimi i tipareve te pergjithshme te zonen nen
studim, si per shembull te dhenat demografike te popullates, te dhenat e ekonomise lokale,
gjendjen e mjedisit dhe e aktiviteteve te biznesit si dhe te dhena te tjera).
Potencialet turistike, duke i vene theksin veçantive qe ofron mjedisi dhe cilesive te tij ne
resurset natyrale dhe trashgimise kulturore.
Pershkrimin e tipit te turizmit ekzistues duke shpjeguar se cili tip turizmi aplikohet ne zone
dhe te tjera te dhena ekzistuese relevante.
Analizen e situates: Bazuar mbi te dhenat e mbledhura, nje Analize SEOT lidhur me
zhvillimin e turizmit do te drejtohet ne bashkepunim te ngushte me autoritetet lokale,
perfaqesues te komunitetit dhe te biznesit.
Planin strategjik te zhvillimit turistik i cili do te adresoje zhvillimin e metejshem te turizmit ne
zonen bregdetare te Kryevidhit duke perfshire ketu mundesite turistike qe do te zhvillohen,
perfshirjen e grupeve lokale, perfitimet ekonomike, produktet e reja turistike te cilat duhet/
dhe mund te zhvillohen, etj.
Planet e veprimit dhe aktoret kryesore qe do perfshihen, kohezgjatja dhe kostoja per secilin
prej tyre.
Te gjitha planet e mesiperme do te detajohen ne bashkepunim te ngushte me grupet lokale
dhe me perfaqesuesit e komunes.
Kohezgjatja per Planin e Zhvillimit Turistik te Komunes Kryevidh eshte 5 vjet dhe do startoje
ne kohen e miratimit nga autoritetet e komunes.
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1.3. Zona e studimit
Pregatitja e planit do te mbuloje ekosistemin bregdetar te Spilles, te shtrire midis formacionit
shkembor te Bardhorit dhe gruke derdhjes se lumit Shkumbin. Kjo zone eshte e gjate 8 km
dhe shoqerohet nga nje rrip shume i dendur pishash dhe formacionesh dunash prej rere.
Percaktimi i objektit te studimit eshte nje detyre e rendesishme e cila perfshin zgjedhjen e nje
zone te mjaftueshme per te perballur te gjitha çeshtjet dhe aktivitetet qe kane nje impakt te
rendesishem ne zhvillimin e turizmit, por qe jane edhe te nje madhesie te pranueshme per
t’u analizuar me detaje te mjaftueshme.
Harta Nr. 1 Zona Studimore
Legjenda: Plazhi Zone per zhvillim turistik Pyll natyral X Monument X
kulture
Fshati Spille Dunat Bunkere Laguna Zone agrikulture
Plazh rere dhe guricash Keneta Pyll pishash Zbavitje dhe Ekoturizem
Fondi Shqiptar i Zhvillimit

Plani i Zhvillimit Lokal - Komuna Kryevidh
Ne fillim te detyres, u be nje vezhgim i shpejte i zones me qellim analizimin e:
· Tipareve fiziografike te fshatrave bregdetare qe do te perfshihen ne planin
zhvillues;
· Bashkeveprimeve ekonomike/mjedisore, te rendesishme per jetesen e
popullates bregdetare;
Duke marre parasysh vendet me potencialet me te konsiderueshme turistike dhe
kohezgjatjen pese vjeçare te planit, konsulentet sugjerojne qe zona e studimit te perfshije:
· Vijen bregdetare te Spillese me fokusim te veçante mbi plazhin e Spillese, i
cili eshte 8 km i gjate dhe perafersisht 30-40 m i gjere siç tregohet edhe ne
Harten N. 1.
· Rripin shoqerues te pishave, i cili eshte pjesa me e rendesishme e
ekosistemit.
· Keshjellen e Bashtoves, e cila perfaqeson nje vend magnetik te trashegimise
kulturore qe mund te perdoret me sukses per qellime turistike.
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2. 2. PROÇESI PROÇESI I I PLANIFIKIMIT
PLANIFIKIMIT
DHE DHE MET METODOL MET ODOL ODOLOGJIA
ODOL OGJIA
EuroPartners Development mori persiper pergatitjen e planit te zhvillimit turistik per komunen
duke bere:
· Nje njohje te detajuar fillestare te detyres se studimit nga perfaqesuesit e
FSHZH-se;
· Kerkim te detajuar nga keshilluesit me qellim rishikimin e dokumentave
relevant, te dhenave dhe materialeve te publikuara;
· Nje kqyrje fillestare ne terren dhe nje survejim i detajuar te terrenit ne menyre
qe te evidentohen potencialet e zhvillimit turistik;
· Takime me autoritete lokale si Kryetari i Komunes, Zv. kryetari, pergjegjesi i
Zyres se Urbanistikes, kryetari i Keshillit te Komunes, dhe gjithashtu
perfaqesues nga Ministria e Turizmit, Kultures dhe Sporteve, Ministria e
Puneve Publike dhe Planifikimit Territorial, etj;
· Konsultime u mbajten gjithashtu me nje perfaqesi te gjere aktoresh, perfshire
perfaqesues te komunitetit, te OJF-ve dhe operatoret e biznesit turistik.
Qellimi i ketyre takimeve dhe konsultimeve kishte per baze mbledhjen e informacionit sa me
te detajuar rreth profilit socio-ekonomik te komunes, sektoreve me potencial ekonomik,
zhvillimeve aktuale turistike, planit urban, kerkesave te infrastruktures, etj.
Plus ketij informacioni, nje vleresim i ambientit te brendshem dhe te jashtem qe ndikon ne
zhvillimin e turizmit permes mbledhjes se mendimeve nga faktoret e brendshem dhe te
jashtem te Komunes Kryevidh qe kane te bejne me te ardhmen e zhvillimit. Konturi
organizues per udheheqjen e nje vleresimi te tille ishte Analiza SEOT.
Konsulenti, i mbeshtetur nga perfaqesuesit e FSHZH-se, kreu nje vleresim te shpejte te zonen
nen studim me qellim qe te:
· hetoje, identifikoje dhe vleresoj aktivitetet turistike ne zone;
· rekomandoje motodologjine dhe mjetet per pergatitjen e studimit.
Fondi Shqiptar i Zhvillimit

Plani i Zhvillimit Lokal - Komuna Kryevidh
Nga vleresimi, u vune re keto probleme:
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· Mungese infrastrukture dhe standarte te varfera sanitare. Rruget kryesore
qe lidhin komunen me rrugen nacionale jane ne kushte shume te keqija dhe
jo te pershtatshme per qellime turistike.
· Mungese planifikimi urban dhe zona funksionale.
· Toke e ruajtur relativisht mire, resurse natyrore dhe pamje te çmuara
pergjate zones bregdetare te Spillese dhe fshatit Greth.
2.1 Permbajtja e Raportit
Raporti fillon me nje vleresim te strategjive te zhvillimit turistik te pergatitur gjate dhjete viteve
te fundit per zhvillimin e turizmit ne Shqiperi brenda konteksit nacional.
Kapitulli 4 prezanton nje shqyrtim te performances se turizmit ne Komunen e Kryevidhit ne
vitet e fundit.
Kapitulli 5 vlereson produktin aktual turistik- atraktivitetin e tij, konkurencen, pikat e forta
dhe te dobeta.
Kapitulli 6 parashtron nje vision per turizmin ne zonen e Kryevidhit pergjate kater viteve te
ardhshme. Rekomandon strategjite thelbesore per t’u ndjekut ne menyre qe te arrihen
potencialet e sektorit.
Kapitulli 7 deri ne 10 parashtrojne rekomandimet per implementimin e strategjive te
marketingut, zhvullimit te produktit, mjedisit, resurseve humane dhe organizimit per te
aftesuar industrine ne arritjen e potencialit.

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3. 3. STRA STRATEGJITE STRA TEGJITE E E ZHVILLIMIT
ZHVILLIMIT
TE TE TURIZMIT
TURIZMIT
3.1 Vleresimi i Raporteve mbi zhvillimin e turizmit
ne bregdetin Adriatik
Si pjese e analizes te pergjithshme te ketij kapitulli, kater raporte zhvillimi turistik u analizuan.
Nje permbledhje e shkurter e tyre paraqitet me poshte:
3.1.1. Strategjia e Zhvillimit te Turizmit ne Shqiperi
per vitet 2002-2012
Ky studim i pergatitur nga Ministria e Rregullimit te Territorit dhe Turizmit me mbeshtetjen
teknike dhe financiare te GTZ, perfaqeson nje master plan te pergjithshem per zhvillimin e
turizmit ne Shqiperi. Strategjia kishte per qellim:
· Te ndertonte 50 hotele dhe te krijonte 10000 shtreter te rinj turistik mbi
bregdetin Adriatik deri ne fund te 2012-tes.
· Te rriste “dhomat private” me 34%, hotelet me 1 dhe 2 yje me 15%, ato me
3 yje 25%, 4 yje 20 % dhe hotelet me 5 yje me 6 %.
· Te rriste prurjen e turizmit te huaj ne kohe afatgjate me 50 % per shfrytezimin
e diellit dhe te reres, 25% per biznes dhe 25% per turizem konvencional.
· 40 % e te huajve do te jene nga vendet e Evropes Perendimore, kryesisht nga
Gjermania, Britania, dhe Skandinavia, 30 % nga vendet e Evropes Jugore
(Greqia, Maqedonia, Kosova) dhe 20 % nga Polonia dhe Rusia.
Orientimet kryesore strategjike lidhen me:
· Konkurentet, Kroacia, Mali i Zi, Bullgaria, Greqia, Qipro dhe Turqia.
· Fokusi nderkombetar eshte te kapitalizoje mbi “niche market” me fokus tek
turizmi i plazhit me diell dhe rere ne kohe afatgjate.
· Familjet e orientuar drejt çmimit nga 28 deri ne 45 vjeç me femije dhe çifte te
reja.
· Pozicionimi: “Shqiperia njihet si nje destinacion i ri interesant turistik ne Detin
Mesdhe me vlere persa i perket çmimeve qe ofron”
Fondi Shqiptar i Zhvillimit

Plani i Zhvillimit Lokal - Komuna Kryevidh
Me specifikisht, ne lidhje me zhvillimin e turizmit rajonal dhe akomodimit per turizmin e
plazhit dhe te diellit, per zonen e Spillese eshte planifikuar ndertimi i hoteleve te plazhit, ne
kategorine me tre dhe kater yje me nje hapesire te gjere midis tyre.
3.1.2. Strategjia Sektoriale e Turizmit per vitet 2007-2013
Ky dokument u pergatit ne perputhje me objektivat e Qeverise Shqiptare per koordinimin e
strategjive te sektoreve te ndryshme te ekonomise. Ka gjithashtu per qellim te permirsoje
rezultatin e strategjise se siperpermendur dhe koordinimin e saj me Strategjine dhe Planin e
Veprimit per zhvillimin e Turizmit Natyror dhe Mjedisor, te pergatitur nga UNDP.
Nje nga objektivat kryesore te kesaj strategjie eshte te arrije nje ekuiliber gjeografik ne
shperndarjen e aktiviteteve turistike ne te gjithe Shqiperine. Ne lidhje me zhvillimin e turizmit
pergjate Detit Adriatik, strategjia tregon qe zhvillimi duhet te kontrollohet rreptesisht, ne
perputhje me platformen legale ekzistuese. Meqenese terreni eshte i sheshte rekomandohet
ndertimi i risorteve te vogla hotelesh dhe fshatrat turistik do te nderthuren me mjedisin
rrethues. Tipe te tjera zhvillimi mund te jene ndertimet e vendeve te kampimit dhe karavanet
se bashku me aktivitetet ujore. Strategjia thekson nevojen e balancimit te turizmit lokal me
ate nderkombetar dhe kerkon ruajtjen e stilit arkitektonik lokal duke perdorur materiale te
vendit. Kapacitetet mbajtese te sugjestionuara per zonen e Bregdetit Adriatik jane 100
turiste/ha.
3.1.3 Plani Menaxhues i Zones Bregdetare –
Rajoni Durres – Vlore
Ky raport mbulon pjesen qendrore te bregdetit Shqiptar i cili shtrihet midis lumit Ishem dhe
Lagunes se Orikumit. Te gjitha propozimet e planit u vleresuan permes kritereve te
meposhtme:
· Mbrojtja e Mjedisit dhe e Biodiversitetit
· Turizmi, Konservimi dhe Trashegimia Kulturore
· Ndertimi i Kapaciteteve Institucionale
Raporti e klasifikon Plazhin e Spillese si nje nga me atraktivet e bregdetit Shqiptar per
zhvillimin e kapaciteteve te akomodimit turistik te tipit te perqendruar (Tipi A). Perfshin
stabilizimet turistike, hotelet dhe paisjet e sherbimeve dhe te sporteve. Kjo zone pritet te
zhvillohet nga investitore te medhenj te huaj, te cilet do te financojne establishmentet
turistike te paijsura keto me infrastrukturen e nevojshme.
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3.1.4. Zhvillimi Potencial i Turizmit ne Shqiperi:
Aspekte Mjedisore dhe Institucionale
Ky studim analizon tipet e mundshme te zhvillimit turistik dhe masat specifike te mbrojtjes per
vendet pergjate Detit Adriatik dhe atij te Jonit. Persa i perket zones se Spillese, studimi
nenvizon asetet natyrore dhe kulturore dhe keshillon mos lejimin e asnje infrastrukture
turistike ne kete zone.
3.2. Profili i Komunes
3.2.1. Klima
Ne pergjithesi, klima e Shqiperise eshte mesdhetare me disa nentipe rajonale (ultesira, kodra
te vogla dhe male te larta). Nga ana klimaterike, rajoni i Kryevidhit i perket ultesirave te
Shqiperise Perendimore, apo Ultesires Bregdetare. Shirat vjetore mesatare ne rajon arrin
nivelet nga 950 deri ne 1,200 mm. Numri i diteve me shira me shume se 1 mm varion nga
85 deri ne 100 dite. Muaji me i lagesht eshte Nentori (160 mm), ndersa muajt me te thate
jane Korriku dhe Gushti (40-42 mm). Bora eshte nje fenomen i rralle. Perrenjte jane te
shkurter dhe shpesh te perkoshem. Derdhja e tyre eshte 15-20 l/sek.Nje pjese e tyre thahen
pergjate veres. Banoret e zones i perdorin ato, megjithese nuk i plotesojne ne menyre te
kenaqshme nevojat e tyre. Shume nga banoret per kete arsye kane hapur puse afer
rezidencave te tyre, thellesia e te cileve eshte 6-10m. Te dhenat mujore dhe vjetore flasin per
nje numer te konsiderueshem oresh te diteve me diell te panderprere ne kete zone, qe
furnizon gjithe vitin me 2,092 keh per nje meter katror.
Temperatura mesatare vjetore varion midis 15.5 dhe 16ÚC, minimumi i temperatures
absolute varion midis -2 dhe -5ÚC vetem per 15-30 dite ne vit. Temperatura mesatare e
dimrit eshte 9.1ÚC, kurse ajo e veres eshte 23ÚC. Ne saje te influences se detit, dimrat jane
te lagesht dhe te ngrohte. Veç kesaj, konformiteti i regjimit termal eshte rezultati i
variacioneve te vogla. Ato krijojne kushte te mira per vegjetacionin higrofil dhe larjes ne
plazhe ne periudhen Maj-Tetor. Periudha vegjetative fillon ditet e para te Marsit dhe zgjat deri
ne ditet e para te Dhjetorit. Kjo gje lehteson rritjen e nje numri te madh te prodhimeve
bujqesore te ndryshme.
Nuk ekziston ndonje ere e veçante qe rreh fshatrat bregdetare te komunes. Ne dimer, era
me frekuente fryn nga juglindja, kurse ne sezonin veror, era me e shpeshte fryn nga drejtimi
veri-perendimor. Shpejtesia e eres ne dimer varion midis 1.6 dhe 5.7 m/s, muaji me me
shume ere eshte Shkurti.
Fondi Shqiptar i Zhvillimit

Plani i Zhvillimit Lokal - Komuna Kryevidh
3.2.2. Gjeomorfologjia bregdetare
Segmenti nga Kepi i Lagjit deri ne Divjake, brenda te cilit eshte shtrire zona e projektit,
perfaqeson pjesen me dinamike te Bregdetit Adriatik. Kjo pjese eshte rezultat i transportit
sedimentues ne te shkuaren dhe ne te tashmen nga lumi Shkumbin, ekspansionit te ultesires
bregdetare drejt detit dhe krijimit te plazheve lymore. Pjeset me dinamike jane sektoret e
shtrire ne gojen e lumit ku zonat e erozionit dhe depozitimit jane rrjedhoja e ndryshimit te
gojes se lumit. Ne disa zona po formohen laguna te reja, p.sh. Laguna e Kularit ne jug te
derdhjes se Shkumbinit, ndersa disa sektore preken nga proçesi i forte i erozionit
Nje pjese e Lagji Peninsules eshte nder te vetmit vend me formacion shkembor ne vijen
bregdetare Durres-Vlore ku nje recension i lehte eshte ne proçes.
3.2.3. Tokat dhe Bimesia
Faktoret gjeologjik, klimaterik dhe bimesia kane percaktuar tipin e tokes ne ekosistemin e
Spillese. Impakti human permes bonifikimit ka influencuar gjithashtu ne kete drejtim. Tokat e
kafta te hirta lokalizohen ne zonen kodrinore. Kane profil te plote dhe jane te pershtatshme
per kultivimin e frutave, perimeve, ullirit dhe vreshtave. Tokat e kafta te hirta te kullotave
lokalizohen ne fushat e Spillese dhe Rreth Grethit. Kane profil te plote dhe trashesi te tokes
se zeze. Ujerat nentokesore jane te ceketa, keshtu qe kerkojne sistem kanalesh kullues.
14
Tokat lumore lokalizohen pergjate derdhjes se lumit Shkumbin. Ato kane profil te vogel, jane
te varfera ne token e zeze dhe kane nevoje per sistemim dhe fertilizues per t’u perdorur per
zhvillim agrikulture. Moçalet lokalizohen afer plazhit te Spillese. Nje pjese e tyre jane
bonifikuar. Ato kane bimesi te dendur higrofile. Ne afersi te bregdetit te ulet ekzistojne tokat e
kripes, te cilat kane 0.2-1 % kripe.
Ekosistemi bregdetar i zones ka nje shumellojshmeri te pasur te boteve te egra (flora dhe
fauna). Ekzistojne shume biotipe si: shkurre mesdhetare, bimesi higrofile, bimesi bari mbi
rere, etj. Me te perhapurat jane keto lloje shkurresh: arbutus unedo, erica aborea, pistacia
lentiscus, myrtus communis, spantious janceum. Ekzistojne gjithashtu peme te larta si:
fraxinus, quercul ilex, quercus laguinosa, etj. Pyjet e dikurshem jane shkaterruar plotesisht.
Ka disa peme pergjate anes se majte te lumit ku me e perhapura eshte marina maritime.
Fauna eshte gjithashtu e pasur ne kete zone, megjithese e keqtrajtuar gjate 20 viteve te
fundit. Specia me e rendesishme eshte Pelicanus cryptious, i cili gjate dites vjen ne kerkim te
ushqimit nga Laguna e Karavastase deri ne derdhje te Shkumbinit. Specie te tjera perfshijne
tipe te ndryshem reptilesh, breshkash, zvarranikesh, etj. Shume e pasur eshte gjithashtu bota
e shpendeve, per t’u permendur jane: thellezat, laraskat , kukuvajkat e pyllit, qokthat, etj.
Megjithate, si rrjedhoje e rritjes se popullates, ndertimit te bunkereve ushtarak dhe rritja e
tokes se punuar, biodiversiteti i zones ka pesuar humbje. Disa tipe bimesh rrezikojne
zhdukjen. Fauna ne zone eshte gjithashtu nen trysnin e demtimeve te renda. Ka pesuar
humbje si pasoje e demtimit te tokave, rritjes se tokes qe punohet, duke perdorur ketu

15
pesticide dhe duke kryer gjueti te jashte ligjshme. Nga speciet me te rrezikuara jane: Meles
meles, Lutra lutra, Mustela Nivalis, Lepus europaeous, Sciurus vulgaris, erinaceus europeus,
etc.
3.2.4. Struktura dhe dinamika e shtimit te popullsise
Territori administrativ i Komunes Kryevidh shtrihet ne pjesen e siperme te derdhjes se
Shkumbinit dhe ze nje siperfaqe te pergjithshme rreth 60 km 2 . Brenda ketij territori,
ushtrojne aktivitetin e tyre 10 fshatra, me nje distance mesatare 2.4 km nga njeri-tjetri.
Lartesia mesatare nga niveli i detit varion nga 5 m per fshatrat e Spillese dhe Rreth-Grethit,
deri ne 10-40 m per Ballaj dhe deri ne 100 m per fshatrat e Kryevidhit, Stebegut, Spaneshit
dhe Domenit. Largesia e ketyre fshatrave nga vija detare varion nga 800 m (Spilleja) deri ne
1300 m (Spaneshi) dhe deri ne 6500 m (Kryevidhi).
Ne nentor 2008, popullata qe jetonte ne kete zone numeronte 8702 banues, prej te cileve
4463 ishin meshkuj dhe 4239 femra. Dendesia mesatare e banoreve numeron 144
persona/ha. Kjo popullate kryesisht perbehet nga autokton, me shume pak njerez qe vijne
nga zonat kodrinore dhe malore. Ritmi i rritjes mesatare te popullates ne komune ne vitet
1989-2008 ka qene rreth 1.003 duke demostruar keshtu influksin mekanik te banuesve ne
zona te tjera dhe jashte vendit.
Kjo popullate eshte e shperndare ne 2233 familje, duke pasur nje mesatare 3.89 banues
per familje. Mbas vitit 1990, ritmi i rritjes natyrore mesatare ka qene rreth 91 persona ne
vit. Persa i perket prurjes se migracionit, mesatarja e personave qe vijne llogaritet te jete rreth
396 ne vit, kurse ajo e atyre qe largohen ehste 340.
Karakteristika kryesore aktuale e demografise se komunes eshte popullata ne moshe te re si
rezultat i fertilitetit dhe ritmeve natyrore te rritjes. Rritja natyrore e kufizuar dhe ne renie
kompensohet nga prurjet e imigracionit qe leviz drejt zonave bregdetare nga pjese te tjera te
vendit.
Ne total, dinamikat e popullates se komunes per 30 vitet e fundit paraqiten ne tabelen e
meposhtme:
Vitet 1960 1969 1979 1989 2008
Fshatrat M F M F M F M F M F
Kryevidh 715 357 956 475 1315 642 1576 747 780 723
Ballaj 367 179 482 232 617 299 2518 1169 455 441
Rreth Greth 588 284 648 295 1216 582 1011 490 481 481
Patk-Milot 374 176 503 314 - - - - 218 202
Zhabjak 589 277 774 358 992 462 - - 718 689
Spanesh 181 93 244 123 281 144 833 392 330 288
Spille 449 226 589 295 393 187 878 427 413 397
Domen 332 149 404 200 889 429 619 303 262 243
Sterberg 516 237 680 317 1349 682 1167 591 516 497
Shardushk 234 121 316 160 - - - - 290 278
Komuna 4345 2099 5596 2669 7052 3427 8602 4119 4463 4239
Burimi: Arkivi Qendror Shqiptar: No. 495. Vitet 1945-1989
Fondi Shqiptar i Zhvillimit

Plani i Zhvillimit Lokal - Komuna Kryevidh
Projeksionet e Shtimit te Popullates
Ndryshimet ne sistemin politik, perfundimi i privatizimit te tokes dhe ekonomise dhe zhvillimi i
pritshem i aktivitetit te turizmit te lene pas dore, priten levizje me dinamike te popullsise ne te
ardhmen. Faktoret dhe proçeset e meposhtme kane te ngjare te prekin balancen e
popullates se rajonit ne dhjete vitet e ardhshme:
a. Resurset natyrore te rralla dhe baza e dobet ekonomike te pjeseve kodrinore te rajonit
mund te shkaktojne migracione te metejshme drejt zones bregdetare te rajonit;
b. Zhvillimi i turizmit, agrikultures dhe furnizimi me sherbime me te mira do te ofrojne
mundesi me te mira per hapjen e vendeve te reja te punes duke terhequr keshtu popullatat
nga zonat dhe rajonet perreth si dhe me tutje;
c. Integrimi potencial i Shqiperise ne familjen Europiane mund te ndikojne qe nje pjese e
emigranteve ekonomik te kthehen me qellim hapjen e bizneseve ne vendin e tyre.
d. Ndersa popullata urbane do te vazhdoje te rritet, ritmi i rritjes natyrore do te pesoje nje
renie te lehte.
Keto faktore “shtytes” dhe “terheqes” qe ndikojne ne levizjet e popullsise dhe ekuilibri i tyre
ne rajon priten te kene rrjedhojat e meposhtme:
• Marre ne teresi, popullsia e rajonit do rritet me nje ritem me te larte se ajo e rritjes
natyrore si pasoje kjo e migracioneve nga zonat e brendshme te Shqiperise.
• Ne nje faze me te vonshme, vendbanime me te vogla pergjate zones bregdetare,
dhe veçanerisht afer fshatrave te Spillese dhe Grethit, gjithashtu do te rriten.
Fuqia terheqese e Komunes Kryevidh eshte paksa e dobet ne kete moment, por pritet te
rritet me zhvillimin e turizmit ne zonen e saj bregdetare. Pritet gjithashtu qe nje pjese e
popullsise e cila migron nga pjesa spacioze e brendshme kodrinore e komunes dhe nga
rajonet rurale te Lushnjes dhe te Fierit do te levizin ne qendra me atraktive kryesisht ne
Durres dhe ne Tirane.
3.2.5. Problemet Ekonomike
Agrikultura eshte aktiviteti ekonomik kryesor i komunes. Toka e punuar perben rreth 30% te
siperfaqes se zones ne total. Duhet pasur parasysh qe infrastruktura vaditese eshte
pothuajse e tera e dale jashte funksionit. Aktualisht, megjithese rreth 90% e tokes per
agrikulture eshte privatizuar, prodhimi eshte shume i ulet si pasoje e infrastruktures se
rrenuar dhe tendences se fermereve per te prodhuar per nevojat e tyre te mbijeteses. Gjate
viteve 1990, rajoni kishte baza te forta ne pothuajse te gjitha nensektoret agrikulturor, si ne
produktet bujqesore ashtu edhe ne gjene e gjalle.
16

17
Peshkimi nuk ka qene nje faktor i rendesishem per Komunen Kryevidh, megjithese uji i kripur
i lagunave ne rajonin e Durresit – Vlores eshte i favorshem per peshkimin cilesor te specieve
qe jetojne ne to. Çmimi i peshkut te kapur eshte disi i larte ne tregun italian ku edhe shitet
me se tepermi. Kjo tregon qe nese nuk vihet kontroll eficient te menyres dhe sasise se
peshkimit, sasia e peshkut ne teresi dhe riprodhimi i specieve te rralla ne veçanti do te
rrezikohet. Ekziston gjithashtu nje vend akuakulture per karkaleca (Peneus Japonica) brenda
territorit te komunes, pergjate rruges afer Spillese.
Aktivitetet e sherbimit perfaqesojne nje sektor te ri te aktiviteteve ekonomike dhe megjithese
nje shenje e re rritje eshte tashme konstatuar, eksperienca akoma mungon. Dyqanet e vogla,
baret e vogla dhe aktivitetet tregtare perthithin nje porcion te vogel te te papuneve.
Permiresimi i rrjetit rrugor primar dhe sekondar, si dhe nje perdorim me intensiv i kapitalit te
infrastruktures do mundesoje zhvillimin e shume sherbimeve te lidhura me agrikulturen,
turizmin dhe aktivitetet e transportit.
Turizmi do te jete menyra me e lehte dhe me e shpejte e furnizimit me monedhe te huaj per
planet investuese te komunes. Megjithe resurset natyrore dhe kulturore te medha, ne teresi,
te ruajtura dhe potencialisht beneficiale, ardhja e turisteve eshte e kufizuar nga mungesa e
akomodimit te pershtatshem, mangesite ne infrastrukture si rrjedhoje dhe e mangesive ne
kapital. Ne kohet e fundit, plazhi i Spillese eshte shnderruar ne nje vend popullor per plazh
dhe ekskursion, qe vizitohet me shume gjate fundjavave verore nga mijera njerez, kryesisht
banues te Kavajes, Elbasanit, Beratit dhe Durresit, qytete te cilat nuk jane me shume se 20-
40 km nga kjo zone. Gjate dhjete viteve te fundit, disa establishmente turistike, si hotele te
vogla, sherbime baresh dhe restorantesh jane ndertuar. Per shkak te vleres se veçante
natyrore dhe potencialeve mjedisore te kesaj zone, sherbime te tjera akomoduese turistike
brenda brezit te pishave nuk duhen lejuar te ndertohen.
3.2.6. Rritja ekonomike ne te ardhmen
Hapja e vendit me boten e jashtme ka krijuar avantazhe, si pozicioni gjeografik i favorshem
ne kontekstin europian dhe mesdhetar. Me resurset e saj natyrore te çmuara dhe resurset e
krijuara nga njeriu (bregdet i bukur, toke e pasur, rrjete transporti, trashegimi kulturore) kjo
zone eshte nga te parat per te perfituar nga levizja e lire e kapitalit, mallrave dhe vizitoreve.
Rajoni ne teresi posedon nje numer atributesh te cilat mund te stimulojne oportunitete
zhvillimi bazuar ne avantazhet e zones krahasuar me pjesen tjeter te vendit. Ka disa
avantazhe te dukshme te cilat duhet te luajne nje rol pozitiv ne te ardhmen:
1. Vendndodhja e rajonit midis korridorit kryesor te komunikimit i jep atij nje rol potencial
ekonomik ne stimulimin e zhvillimit te turizmit dhe agrikultures.
2. Me rritjen e kerkeses, toka bujqesore e komunes mund te behet nje zone e rendesishme e
produkteve te cilesise se larte (perime dhe fruta) per proçesin ushqimor si dhe per
konsumimin e tyre nga nje numer ne rritje vizitoresh.
3. Rajoni ka nje cilesi unike biodiversiteti e forcuar nga derdhja e afert e Shkumbinit,
Lagunes se Karavastase, e cila eshte pjese e Konventes Ramsar, si dhe pylli bregdetar dhe
nje plazh i gjate, i pandotur, qe ofrojne kushte te shkelqyera per zbavitje, çlodhje, turizem
familjar.
Fondi Shqiptar i Zhvillimit

Plani i Zhvillimit Lokal - Komuna Kryevidh
Te gjitha keto avantazhe e dallojne Komunen e Kryevidhit si te afte per te mbeshtetur rritjen
aktive te dy sektoreve me te rendesishem: turizmit dhe agrikultures. Zona megjithate ka
probleme mjedisore te rendesishme sikurse edhe shume implikime infrastrukturore,
institucionale dhe socio-ekonomike te cilat duhen shqyrtuar perpara se mundesite te behen
realitet.
3.2.7. Sistemet e infrastruktures
Pajisja me sherbime te pershtatshme, te mjaftueshme, dhe te qendrueshme infrastrukture
eshte nje nga komponentet themelor per çdo zhvillim socio-ekonomik. Kjo nevojshmeri
paraprake duhet te shihet ne kontekstin e veçante te zones se Kryevidhit, e ardhmja e se
ciles eshte kryesisht e lidhur me zhvillimin e turizmit. Analiza e infrastruktures konsiderohet si
kerkese e domosdoshme per kete zhvillim. Ka per qellim te jape pergjigje pyetjes se cila
infrastrukture nevojitet (ne afate te shkurtra, mesatare dhe te gjata) siç parashikohet nga
prespektiva e zhvillimit te turizmit. Komponenti infrastrukturor perfshin 5 sektoret kryesor te
meposhtem:
1. Sektori i transportit,
2. Sektori i ujit,
3. Sektori i pastrimit,
4. Elektriciteti dhe
5. Telekomunikacionet
Kompomentet e siperpermendur prezantohen shkurtimisht ne Tabelen 1 te meposhtme:
Tabela abela 1: 1:
1: Te dhenat kryesore lidhur me komponentet e infrastruktures
Sektori Nensektori Vleresimi Vleresimi i
potencialeve
Transporti
Rruga Aksesi ne Ne kushte te
zone
veshtira, por ne
proçes rindertimi.
Portet Jo aksese ne Ne portin
zone
egzistius te
Durresit
Airoporti Asnje aeroport
civil dhe jo e
nevojshme per
zhvillimin
turistik
Perspektiva
Projekti i lidhur
direkt me zonen
turistike
18

19
Uji Furnizimi me
Uje
Plehrat e Ngurta
Elektriciteti
Telekomunikacionet
Burimi: Vleresimi i Konsulenteve
Nuk ka
probleme me
burimet, por
me
menaxhimet
Uji i Ndotur Ndotja e gjere
dhe e
pergjithshme
qe shkakton
probleme
mjedisore
Plehrat e
vendit
Vendi i
hedhjes
se plehrave
Tokesore
Celulare
Hedhje
kryesisht e
pakontrolluar
Pak kosha
plehrash
pergjate
rruges pa
degradim te
madh te
pamjes
mjedisore
I mjaftueshem
ne sasine dhe
cilesine e
shperndarjes i
marre nga
hidro-centrali i
Fierit.
Nuk ka akses
ne zone.
Ka akses te te
tre operatoret
mobilar
I kenaqshem dhe
mund te
adoptohet per
zhvillimin turistik
dhe ate te
pergjithshem
socio-ekonomik
Situata mund te
keqesohet nga
nje implementim i
fshehte i njesive te
trajtimit kolektiv
Ndertimi i tyre
duhet te kryhet
sebashku me
vendet e tjera
rajonale per
shkarkim
Mund te kete
projektime
afatgjate per
implementim
Mundesi teknike
per te rritur
kapacitetet
telekomunikuese
ekzistojne nese
kerkesa paraqitet.
Prespektive per te
adresuar çeshtje
menaxhimi dhe
organizime.
Sherbime te
kontrolluara mire
Edukimi dhe
kontrolli
Parandalim dhe
nevoje per qasje
te rregullt dhe te
kontrolluar.
Disa rreziqe per
ndertimin dhe
arritjen e
projekteve.
Njehere qe te
nise, proçesi i
zhvillimit te
infrastruktures
telekomunikative
do te shtrihet.
Fondi Shqiptar i Zhvillimit

Plani i Zhvillimit Lokal - Komuna Kryevidh
4. 4. TURIZMI TURIZMI TURIZMI NE NE K KKOMUNEN
K OMUNEN KR KRYEVIDH KR YEVIDH
4.1 Zhvillimi aktual i turizmit
Turizmi ne Komunen e Kryevidhit eshte ne nje faze embrionike, por ka potencialet te
planifikohet dhe te formohet per te dhene nje produkt te forte per nevojat turistike ne te
ardhmen. Ekzistojne mundesi sinjifikative per zhvillimin e turizmit ne Kryevidh per shkak te
resurseve te shkelqyera natyrore dhe kulturore. Ne veçanti zona mund te ndertohet mbi
bazen e panoramas bregdetare te pandotur, trashegimise kulturore dhe e banoreve
mikprites per te projektuar ne te ardhmen nje imazh kujdesi mjedisor, kulture, eksplorimi
dhe aventure si dhe nje imazh mikpritje te ngrohte.
4.1.1. Vizitoret me nete qendrimi dhe nje ditore
Fshati i Spillese eshte vendi me i rendesishem turistik i komunes. Pret rreth 95% te te gjithe
vizitoreve te komunes. Pergjate vitit 2008, sipas autoriteteve te komunes, Spilleja terhoqi
pothuajse 2,200-2,400 vizotor pushues, dhe mbi 50,000 vizitor ditor nga zonat e Kavajes,
Elbasanit dhe Durresit.
Shifra absolute e llogaritur e vizitoreve qe kalojne naten ne kete zone eshte rritur ne menyre
konstante pergjate 4 viteve te fundit, dhe keshtu jane edhe fitimet nga turizmi pushues ne
vitet e fundit.
Perveç vizitoreve qe kalojne naten, gjate viteve te fundit, fshati i Spillese ka terhequr nje
numer te konsiderueshem te vizitoreve ditor – si nga Shqiperia ashtu edhe nga Kosova dhe
Maqedonia. Gjiri i Spillese, se bashku me zona te tjera bregdetare kane pasur nje tradite
relativisht te gjate si destinacione pushimi per qytetaret e Kavajes, Elbasanit dhe Beratit.
Perveç kesaj, vendi i afert i trashegimise boterore, keshtjella e Bashtoves, dhe ajo e Turres
mund te kontribojne ne atraksionin e vizitoreve vendas dhe te huaj ne kete zone per nje
vizite te shkurter.
20

21
Tabela abela 2 2 2 – Numri i vizitoreve i grupuar sipas kategorive se turisteve.
Kategoria e
turisteve
Ditor
Pushues
Totali
Vendas
Numri i vizitoreve
Te huaj Totali
40,000 10,000
2,250 150
42,250 10,150
Burimi: Te dhenat e mbledhura nga Zyra e Taksave te Komunes Kryevidh
50,000
2,400
52,400
Perqindja
95.4 %
5.6 %
100.0 %
Numri me i madh i turisteve qe pushojne per nje kohe te caktuar perbehet nga grupe
familjare, nje pjese e madhe e te cilave vijne nga Elbasani, Kavaja dhe Berati.
Numri mesatar i diteve qe nje vizitor qendron ne Spille eshte 14 dite. Tabela e meposhtme
tregon ne detaje kohezgjatjen e qendrimit ne dite te turisteve ne hotele apo establishmente
qe ofrojne fjetje dhe mengjesin (B&Bs).
Tabela abela abela 3 3 – Kohezgjatja mesatare (ne dite)
Kategoria e
turisteve
Ditor
Pushues
Totali
Burimi: Te dhenat e mbledhura nga Zyra e Taksave te Komunes Kryevidh
Hotele
Format e akomodimit
B&Bs Totali
0 0 0
14 14 28
14 14 28
Rendesia relative e turizmit ne kete zone, mund te shihet nga fakti se nga 61 biznese qe
jane funksionale ne zonen turistike te komunes, 51 varen nga turizmi. Keto biznese jane
te lidhura drejtperdrejt me turizmin - akomodimin, restorantet, dhe baret me 10 biznese
te tjera ne sektorin ushqimor te cilat jane gjithashtu shume te varura nga kerkesat
turistike.
Fondi Shqiptar i Zhvillimit

Plani i Zhvillimit Lokal - Komuna Kryevidh
4.1.2. Profili dhe motivimi i vizitoreve
Karakteristikat kryesore te vizitoreve ne Komune
· Shumica e vizitoreve jane turiste vendas qe vijne nga qytetet e Kavajes,
Elbasanit, Durresit dhe Tiranes;
· Nje frekuence e larte e vizitoreve te rregullt;
· Pothuajse 95% e tyre udhetojne me makina, pjesa tjeter me mikrobuze te
sektorit publik ose privat;
· Kohezgjatja mesatare e ndenjes ne Spille varion nga 10-14 nete;
· Vizitore te huaj kryesisht vijne nga Kosova dhe Maqedonia ne formen e
turisteve ditor.
4.1.3. Profili i vizitoreve nje-ditore
Zona ka nje grup besnik vizitoresh frekuent dhe te vazhdueshem kryesisht nga Elbasani,
Berati, Kavaja dhe Durresi. Perveç kasaj kategorie, zona terheq banore te Shqiperise etnike
nga Kosova dhe Maqedonia dhe vetem pak te huaj perendimor, te cilet duke mos qendruar
ne kete zone, kalojne kohen e tyre ditore ne plazhe.
Karakteristikat e spikatura te ketij tregu ne Komunen Kryevidh perfshijne:
· Kryesisht aktivitetin e banjove te diellit dhe plazhit ne teresi. Frekuenca e
vizitave per interesa specifike si p.sh eksplorimi, peshkimi, lundrimi etj, eshte
e ulet, perveç “notimit” i cili ndikon ne rreth 95% te tregut;
· Shumica vijne me makinat e tyre (95%) me autobuz / mikrobuz 5%
respektivisht;
· Gati te gjithe vizitoret ditore kalojne 6 deri ne 12 ore ne zone.
4.1.4. Qellimi i vizites
22
Shumica e vizitoreve te zones jane me pushime. Megjithate, bie ne sy qe edhe vizitat tek
familjaret apo te afermit luan nje rol domethenes ne percaktimin e tregut. Takimi me shoke
dhe te aferm ka nje influence themelore tek njerezit qe vijne ne Kryevidh, shume prej te cileve
kombinojne pushimin me vizitat tek familjaret apo shoket e tyre.
Ne pergjithesi, dielli dhe deti eshte arsyeja kryesore per te vizituar Spillene, veçanerisht per
vizitore vendas dhe te huaj. Trashegimia kulturore dhe natyrore, megjithese mjaft e forte,
nuk perben ende nje ndikim relativisht te forte per vizitoret e huaj. Keto tipe atraksionesh
perfaqesojne nje faktor te rendesishem ndikimi per segmente te vogla te tregut.

23
4.1.5. Lloji i formes se akomodimit te perdorur
Te gjithe vizitoret qe kalojne naten ne Kryevidh perdorin hotele, shpi bujtese dhe B&Bs. Keto
tipe sherbimesh turistike jane te perqendruara ne fshatin Spille dhe ne mjedisin rrethues.
Sipas Zyres se Taksave te komunes, ne Spille operojne 26 hotele dhe 12 shpi bujtese dhe
B&Bs.
Table able 4: 4: Strukturat akomoduese ne komunen Kryevidh
Artikulli
Numri i
shtreteve
per turiste
Hotele
Nr. Nr. i
Shtreteve
26
1,500
Shpi bujtese dhe
B&Bs
Nr. Nr. i
Shtreteve
12
Burimi: Te dhenat e mbledhura nga Zyra e Taksave te Komunes Kryevidh
700
Totali
Nr. i Shtreteve
2,200
Kapaciteti mesatar i akomodimit eshte 30 dhoma per hotel. Te gjitha hotelet jane te vogla
dhe i perkasin investitoreve shqiptar. Ato nuk kalojne nivelin cilesor te hotelit me 2 yje. Keto
fakte nuk japin dot potencialin promovues ne tregun nderkombetar. Siç shihet nga tabela e
mesiperme, ne Spille ka 12 shpi bujtese qe numerojne 700 shtreter. Keto bujtina nuk jane
te liçensuara dhe ndertohen zakonisht si prona private duke ofruar praktika turistike te
pranueshme. Por kerkesa eshte duke u rritur dukshem per keto tipe akomodimi. Pergjate
sezonit veror keto hotele punesojne rreth 114 punetore kryesisht si kamariere, guzhiniere
dhe bariste.
Sektori i akomodimit ne Komunen Kryevidh karakterizohet si me poshte:
· Nje numer i vogel dhomash per njesi prone, hotelet kane ne pergjithesi me
pak se 20-25 dhoma;
· Nje apo dy hotele jane cilesuar si 3* me te tjera te cilesuara me nga 2*
ose 1*;
· Ka pasur pak zhvillime ne sektorin e hoteleve dhe bujtinave, shume pak
prej te cilave ofrojne sherbime çlodhese brenda tyre;
· Nje perqendrim kapaciteti ne bregdet, sidomos pergjate plazhit te Spillese;
· Keto establishmente jane te varura shume nga vizitoret ditor apo me pak
kohe qendrimi dhe keshtu qe modeli i kerkeses eshte shume sezonal.
Ndermjet periudhes 2000 dhe 2006 establishmentet akomoduese dhe kapacitetet
turistike jane rritur ne menyre konstante. Por niveli i mbushjes se tyre eshte pothuajse
100% vetem per periudhen 15 Korrik-15 Gusht. Per dy javet e para te korrikut dhe dy
javet e fundit te Gushtit bie ne 60 perqind.
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Çmimet mesatare per dhome variojne nga 2,200 deri ne 2,500 per person duke perfshire
ketu sistemimin dhe ushqimin.
Figura 1: Tipe te ndryshme akomodimi ne Spille
gura 1: Tipe te nd
4.1.6. Kenaqesia e vizitoreve
24
Sipas autoriteteve te komunes, niveli i pergjithshem i kenaqshmerise midis vizitoreve ne kete
zone eshte pozitiv. Vizitoret çmojne mjedisin e paster dhe plazhin e kristalte, mungesen e
mbipopullimit nga vizitore ne plazhe dhe ne zonen rurale. Megjithate, nje numer aspektesh
ka sjelle komente negative, sidomos kushtet e keqija te rrugeve, higjena publike, menaxhimi i
ndotjeve, mungesa e banjove publike, ndotja e mjedisit, mungesa e aktiviteteve te
brendshme, etj.

25
5. 5. PRODUK PRODUKTI PRODUK TI I I TURIZMIT TURIZMIT NE NE K KKOMUNEN
K OMUNEN KR KRYEVIDH KR YEVIDH
Nje destinacion turistik perbehet nga pese komponent kryesor:
1. Atraksionet – ato aspekte te destinacionit qe ofrojne terheqje dhe motivim per vizitoret;
2. Sherbimet – akomodimi dhe furnizimi me ushqime;
3. Transporti – si aksesi i zones (arritje ne destinacion) ashtu dhe ai interior (levizja brenda
destinacionit);
4. Sherbimet - shopingu, mjekimi, informacioni; dhe
5. Infrastruktura publike – sistemi mbeshtetes, duke perfshire rruget, parkimin dhe nevojat.
Te pese komponentet jane esencial ne operimin e turizmit dhe referohen ne kete raport si
produkte turizmi. Nje deshtim ne secilin prej tyre do rrezikoje cilesine e produktit turistik te
pergjithshem dhe do ndikoje ne nje eksperience te pakenaqshme per turistin. Kombinimi i
disave ose i te pese komponenteve perdoret per te mbeshtetur aktivitetet turistike.
5.1. Joshjet dhe Atraksionet
Forca e joshjes se nje destinacionit per turistet eshte, me shume se çdo faktor tjeter, e lidhur
me cilesine e atraksioneve te tij. Atraksionet jane ato tipare te nje destinacioni, te cilat
stimulojne interesin per te vizituar nje zone dhe ofrojne elementet qe i japin nje imazh te
caktuar destinacionit. Atraksionet perbejne shtysen esenciale te vizitorit ne zgjedhjen e nje
destinacioni dhe jane gjithashtu njesia matese ne vleresimin e sodisfaksionit qe te jep vizita e
nje destinacioni. Ne pergjithesi, kerkesat per komponentet e tjere te udhetimit (transporti,
akomodimi, ushqimi, sherbimet, dhe infrastruktura) rrjedh nga stimuli origjinal qe vjen nga
interesi per te vizituar atraksionet.
Ne kete pjese rendesi te veçante i jepet atraksioneve te destinacionit se komunes Kryevidh
nen tre kategori te gjera:
· Atraksionet natyrore
· Atraksionet kulturore
· Atraksionet e krijuara nga dora e njeriut
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Tabela abela 5 55:
5 Atraksionet kryesore turistike ne zonen e Kryevidhit
26
Vleresimi : 5 = I shkelqyeshem.... 1 = Shume i varfer Vleresimi Komentet
___________________________________________________________________________
___________________________________________________________________________
Atraksionet Natyrore
Panorama/Bukuria Natyrore 4 Atraksion primar, joshje e larte,
Vija bregdetare dhe Plazhet & unike
Deti 4 Kenaqesi e madhe vizuale,
komoditet i kufizuar
Fauna dhe Flora 4 Potencial i mire ne praktikimin e
interesit te veçante
______________________________________________________________________________
Atraksionet kulturore
Arkeologjia 4 Avantazh konkurues potencial
Historia 3 Potencial i pashfrytezuar
Muzika/Punimet me dore 1 Momentalisht shume te kufizuara
Interpretimi dhe Prezantimi 1 I varfer per konkurence
_____________________________________________________________________________
Atraksionet e krijuara nga njeriu
Zonat urbane 2 Ne nevoje te modernizimit
te metejshem
Zbavitja/Çlodhja 1 Furnizim i mire per tregun vendas
Agroturizem 3 Ne shkalle te vogel & ne zhvillim
e siper
___________________________________________________________________________
Burimi: Vleresimi i Konsulentit
Perveç atraksioneve te mesiperme, ka pasur nje zhvillim mikprites te nje sere iniciativash
turistike rurale dhe bregdetare per te kapitalizuar interesin ne rritje te aktiviteteve ne natyre
dhe te gjurmimeve kulturore. Me mbeshtetjen e remitancave nga emigrantet shqiptar, me
shume se 2,000,000 Euro eshte investuar ne 122 biznese gjate dhjete viteve te fundit.
5.2. KONCEPTIMI I TURIZMIT NDERKOMBETAR
5.2.1. Kerkesa e udhetimeve globale
Turizmi, me gjithe telekomunikacionet dhe teknologjine e informacionit, eshte nje nga tre
“super sherbimet” qe do te nxise rritjen ekonomike ne shekullin 21. Udhetimet dhe turizmi
llogariten te kene zene 11.5% te GDP-se globale dhe 11.1% te punesimit global ne vitin.
Industria globale e udhetimit dhe e turizmit pritet te vazhdoje rritjen edhe me tej ne shekullin
21, sipas kerkimeve shkencore ne Turizem: 2020 Vision, (Eorld Tourism Organisation,
1997). Megjithese ka perceptime rreziqesh dhe kufizimesh, ekspansioni i perjetuar ne vitet e

27
fundit pritet te vazhdoje, megjithese me nje ritem me te vogel. Parashikohet qe 1.6 miliard
turiste do te vizitojne vende te huaj pergjate nje viti ne 2020, duke shpenzuar nje total prej
$2trilion US ne vit ose $5 miliard US ne dite. Ne llogaritjet e turizmit internacional, kjo
perfaqeson me shume se tre here te 595m te llogaritura per vitin 1996 and ne shpenzime
afersisht pese fishin e $425 miliardeve shpenzuar ate vit.
Globalisht pritet qe:
· Tendenca per udhetime te gjata do vazhdoje te rritet shume me shpejte se
udhetimet ne distanca te vogla/mesatare
· Kjo pritet te jete me e dukshme ne tregjet qe origjinojne nga Evropa; dhe,
· Nje renie ne ritmin e rritjes me e ulet se +5% p.v. ne udhetimet intra-
Europiane te distancave te vogla dhe mesatare eshte parashikuar.
5.2.2. Tendencat ne kerkesat per turizmin
5.2.2.1. Tendencat e konsumatoreve
Turizmi nderkombetar dhe tregjet e tij po perballen me ndryshime te paprecedent te
shkaktuara nga levizjet demografike, ndryshimet ne stilin e jetes dhe zhvillimet e shpejta ne
teknologji. Sjelljet e klienteve jane duke u formuar nga edukimi dhe eksperienca, me
implikime te medha strategjike per destinacionet turistike.
Disa karakteristika te klientit te neserm theksojne pritshmerite e tij ne lidhje me turizmin:
· Njerezit jane duke bere udhetime me te shpeshta per nje kohe me te
shkurter. Pushimet kryesore jane duke u kthyer ne nje koncept te merzitshem
per shume kliente, me shtimin e e pushimeve te shkurtra dhe udhetimeve
me interes te veçante.;
· Klientet jane duke u bere me te sofistikuar, me te ditur dhe me me
eksperience udhetimi, dhe ata kerkojne standarte te larta gjithnje e ne rritje;
· Ata jane me te pjekur dhe me elokuent, me aktiv fizikisht dhe psikologjikisht,
dhe kerkojne nje game me te gjere te eksperiencave te orientuara drejt
aktiviteteve te ndryshme. Aktivitetet dhe interesat percaktojne gjithnje e me
shume zgjedhjen e tyre te destinacioneve, dhe kultivojne nje klientelizem
besnik kundrejt atyre qe ofrojne aktivitetet e tyre te preferuara ne nje menyre
konstante, krijuese dhe te nje cilesie te larte;
· Ata jane me te vetedijshem ne nje bote gjithnje e me shume stresuese,
preferojne mjedise te qeta dhe kerkojne perdorim sa me eficient te kohes se
tyre te argetimit.
· Ata vleresojne mesimin dhe permiresimin e vlerave individuale. Ata jane te
shkolluar me mire, me vezhgues, dhe kerkojne eksperienca plotesuese pertej
relaksimit te thjeshte.
· Ata duan te marrin pjese ne mjedisin e tyre te pushimeve, te mesojne aftesi
te reja dhe te bashkveprojne me komunitetet dhe kulturat e destinacioneve
te tyre;
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· Ata kerkojne pushime qe kane nje impakt te ulet si ne mjedisin fizik ashtu
edhe ne ate kulturor.
Sistemet eko-perfaqsuese, si p.sh. Eorld Travel and Tourism Council’s (ETTC) “Green Globe”,
jane duke ndikuar ne zgjedhjen e destinacioneve, dhe programet “eko-te sjellshme” jane
joshes per nje segment ne rritje te tregut; dhe
· Ato kerkojne gjithnje e me shume per nje perdorim me te mire te monedhes,
krijimin e strukturave transparente te kostos dhe bejne ne kete menyre
vleresime krahasuese mbi nje baze me globale. Ato kerkojne menu te qarta
te opsioneve te pushimeve dhe te çmimeve te tyre, por edhe me sherbimet
shoqeruese qe bejne te mundur kete gje. Ato jane perdorues shume te mire
te teknologjise se informacionit dhe kerkojne informacion te menjehershem
dhe sherbime rezervimi interaktive. Ne shume raste, turistet jane duke
kerkuar me shume “permbajtje” tek pushimet e tyre dhe kjo reflektohet me
nje numer tendencash.
· Aktivitetet kulturore jane duke u shnderruar gjithmone e me shume ne nje
atraksion te rendesishem pushimesh, shpesh si nje faktor “shtese”. “Kultura
dhe Trashegimia”, te dyja si pjese e nje imazhi te pergjithshem dhe permes
produkteve/eventeve specifike, jane duke u promovuar gjithnje e me shume
nga te gjitha destinacionet (p.sh., Spanja eshte nje rast i mire studimi). Kjo
reflekton theksin ne rritje qe i vihet atraksionit te turisteve te nje klasi te larte.
“Kultura dhe Trashegimia” mbulon nje shumellojshmeri produktesh me nivel
te konsiderueshem specializimi dhe zhvillimi inovativ. Nje zhvillim i tille
perfshin “ngjarje tematike”, veçanerisht ne kohen jo-sezonale, dhe
“dinamizem” atraksionesh te cilat evidentojne produktin per te inkurajuar
vizita te njepasnjeshme.
· Vazhdimi i rritjes ne tregun e aktiviteteve sportive konkuruese. Ndersa tregu i
specializuar ne teresi eshte i vogel, kombinimet e aktiviteteve te ndryshme si
perzierja e sporteve me evente speciale, gjurmime kulturore dhe ushqime te
pasura, jane duke u bere gjithnje e me popullore.
5.2.2.2 Tendencat e produktit turistik
Tendencat kryesore te produkteve evidentojne keto modele:
28
· “turizmi i gjelber”: frekuenca ne rritje e atraksioneve natyrore dhe
aktiviteteve;
· produkte “aventurash te buta” ku sfida dhe aktiviteti kombinohen me
komoditetin;
· fokusimi ne menaxhimin mjedisor;
· interpretimi dhe prezantimi i historise dhe kultures;
· zhvillime autentike ne shkalle te ulet qe lejojne bashkeveprimin me popullaten
vendase;

29
· rezorte multi-sherbimi qe perballojne nevojat e ndryshme te segmenteve te
tregut dhe ofrojne komoditet dhe eficience per segmentet me “kohe-te
paket”;
· evente speciale qe perfshine festivale perdoren si motivues udhetimesh;
· theksin ne shperndarjen e sherbimit cilesor te vazhdueshem, dhe nje lulezim
te produkteve me emer;
· rendesia ne rritje e “atraksioneve” apo “motivuesve” ne zgjedhjen e
destinacionit nenkupton qe nese nje zone te qendroje konkuruese, duhet te
paraqese “arsyet per t’a vizituar” te cilat i pershtaten interesave dhe
aktiviteteve te vizitorit potencial;
· tregu i pushimeve, si ai i jashtem apo vendas, nuk mund te trajtohet me si
nje treg homogjen, por ka nevoje te adresohet ne nje menyre segmentuese;
· cilesia dhe vlera per lekun ka nevoje per riforcim te vazhdueshem nga
standarte te mira fizike, operacionale dhe sherbimi qe arrihen permes
investimit te vazhdueshem ne industri, sherbime dhe personel;
Segmentet e lindura me domethenese jane te percaktuara si:
· “tregu i çrregullt”, qe reflekton plakjen e popullates ne boten e zhvilluar dhe
qe prodhon nje numer dhe porcion ne rritje te popullates qe ka kohe me te
madhe dhe resurset e duhura per te udhetuar;
· “segmente te tregut me nje interes te veçante” per te cilet zgjedhja e
destinacionit eshte e percaktuar gjithnje e me shume nga interesi dhe/ ose
aktiviteti qe turistet duan te ndjekin. “arsyeja per te vizituar” eshte duke u
bere akoma me e rendesishme si nje faktor motivues per udhetim. Ketu
perfshihet pjesmarrja ne aktivitete sportive sebashku me aktivitetet kulturore
dhe zbavitese si dhe eventet e veçanta;
· “segment udhetimi per plotesim individual” i cili perfaqeson nje numer ne
rritje te njerezve te cilet udhetojne per te pasuruar jetet e tyre permes
plotesimit intelektual dhe fizik. Udhetimet per arsye edukimi, si permes
programeve te edukimit formal ashtu edhe atyre informuese informale se
bashku me shendetin fizik evidentohen si motivues te forte per udhetime.
· “udhetim aventure”, si te aventurave te buta ashtu edhe ekspeditave me
sfiduese, jan duke u kerkuar me shume duke reflektuar ne kete menyre
deshiren e njerezve per te perjetuar arritje.
Nje aspekt themelor i çdo segmentimi te tregut eshte ndergjegja mjedisore ne rritje tek
udhetuesit. Ndersa ka nje segment te tregut qe mund te identifikohet si “i gjelber”, ato jane
relativisht te vogla ne numer dhe kane kerkesa specifike destinacioni dhe udhetimi.
Sidoqofte, ne nje shkalle me te gjere shumica e segmenteve, sido te percaktuara, jane duke
shfaqur nje interes ne rritje per mjedisin. Kjo duket ne pozicionimin e tregut, atraksioneve
dhe mesazheve qe destinacionet, furnizuesit e produkteve, dhe distributoret jane duke
adoptuar ne nje treg te forte konkurues. Ky profil i ndryshem klientelist perfaqeson tre sfida
te nje rendesie kritike per industrine e udhetimeve dhe pushimeve:
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· Si te komunikohet efektivisht gama e produkteve, atraksioneve dhe
eksperiencave te destinacionit;
· Si te zhvillohet nje produkt inovativ, fleksibel i pershtatshem per nevojat e
klientit; dhe,
· Si te arrihet shperndarja efektive e nje produkti qe duhet te plotesoje nje
game te gjere kerkesash individuale.
Keto tendenca dhe sfida kerkojne nje pergjigje strategjike qe e kenaq kete model ndryshues
kerkesash nga ana e konsumatoreve. Turizmi po ofron gjithnje e me shume akomodime
fleksible qe lejojne klientet te organizojne pushimet e tyre. Tipikisht po segmentohet produkti
turistik dhe çmimi ne menyre qe te permbushen sa me mire nevojat e nje game te gjere
klientesh. Per shembull, hotelet jane duke krijuar evente “tematike”, ku motivimi primar eshte
ndjekja e aktivitetit apo interesit.
5.2.3. E ardhmja e turizmit ne komunen Kryevidh
Turizmi ne Spille ka perjetuar nje periudhe rritje te konsiderueshme gjate gjashte viteve te
fundit. Kjo ka rezultuar ne nje popullarizim ne rritje te destinacionit si shkak i njohjes ne rritje
te zones dhe permiresimit te dukshem ne çmimet e aksesit dhe shtrirjes se hoteleve dhe
sherbimeve ushqimore. Me tej aksesi ne zone i cili eshte bere me konkurues pritet te
vazhdoje shtrirjen ne kontekstin e rrugeve dhe kapaciteteve. Strategjia e tregut e
perqendruar drejt nje game te gjere segmentesh te interesave speciale parashikon motivimin
e nje numri me te madh vizitoresh ne zone. Llogaritjet me optimiste do tregonin qe trafiku i
vizitoreve te huaj do vazhdoje te rritet me nje ritem jo me pak se +5% ne vit pergjate pese
viteve te ardhshme. Brenda totalit disa tregje burimesh dhe segmentesh priten te
performojne me mire dhe te rriten me shpejtesi me te madhe se ritmi ne total.
Ne afate te shkurtra dhe te mesme prespektivat me te mira te tregut priten te vine nga:
30
· Britania e Madhe: kryesisht per pushime te shkurtra dhe udhetime te interesit
te veçante;
· Evropa Qendrore: pritet rikthimi i rritjes se turisteve nga Gjermania dhe
Franca ndersa vendet Nordike perfaqesojne oportunitete te mira ne te
ardhmen.
Niveli i vizitoreve ne te ardhmen do te varet nga respekti dhe mbrojtja e mjedisit si dhe nga
numri i pergjithshem i vizitoreve ne tere zonen e Durresit ashtu edhe ne te gjithe Shqiperine.
Problemi i vetem mbetet aksesibiliteti i mjaftueshem dhe i pershtatshem i akomodimit te
vizitoreve dhe sherbimeve te tjera turistike.

31
5.3. Faktoret qe ndikojne ne te ardhmen e turizmit ne komune
Performanca e turizmit brenda komunes do te percaktohet gjeresisht nga nje numer
faktoresh te jashtem dhe te brendshem. Faktoret e jashtem do te kene impakt ne
performance, dhe jane pothuajse jashte kontrollit te Keshillit te Komunes dhe industria ne
zone perfshin:
· Nje nivel te rritur popullariteti dhe kerkese jashte zones se Kryevidhit;
· Kerkesen per pushime apo vizita ditore brenda gjirit te Durresit qe reflektojne
kushtet ekonomike te lidhura ngushte me modelet socio-demografike dhe
stilin e jeteses.
Faktoret e brendshem, sidoqofte, jane ato mbi te cilat autoritetet lokale kane kontroll.
Faktoret me te mundshem per te pasur nje impakt ne zhvillimin e turizmit do te jene:
· Aftesia e zones te joshe segmente te ndryshme tregu duke ofruar atraksione
te pershtatshme, akomodime dhe sherbime ne menyre qe te konkuroje
efektivisht me destinacione te tjera;
· Aftesia konkuruese e zones ne term te cilesise dhe te çmimit te produkteve qe
i ofrohet vizitorit;
· Efektiviteti i marketingut ne terheqjen e vizitoreve ne zone; dhe
· Konceptimi i drejte i nevojave te veçanta ne gjetjen e prespektivave me te
mira per rritjen ne teresi.
5.4. Çeshtjet strategjike
5.4.1 Pikat e forta, Pikat e dobeta, Rreziqet dhe Mundesite e
Spillese si nje destinacion turistik.
Te mbeshtetur nga perfaqsues te FSHZH-se dhe te kryetarit te Komunes Kryevidh konsulentet
kryen nje analize te fuqive, dobesive, mundesive, dhe rreziqeve (Analize SEOT) te turizmit
ekzistues dhe potencial te zones. Nje analize e tille ka krijuar nje kornize per produktin qe
duhet te zhvillohet dhe veprimet qe do te ndermerren. Kjo analize tregohet ne Shtojcen 1.
Ne permbledhje analiza SEOT demostron qe:
· Komuna Kryevidh, veçanerisht zona e Spillese ka nje liste domethenese
pikash te forta ne vijen bregdetare te saj, panoramen, trashegimine
kulturore, njerez mikprites dhe karakter relativisht te paster;
· Ekzistojne, sidoqofte, shume pika te dobeta si gjendja e mjere e
infrastruktures, mungesa e standarteve sanitare, mungesa e trajnimit te
fuqise punetore dhe sherbime te varfra turistike qe mund te frenojne
zhvillimin e nje industrie te sofistikuar turizmi per shume vite me rradhe.
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· Megjithate, mundesite per zhvillimin e tipeve te caktuara te produkteve
turistike ne kete zone, pa anashkaluar rreziqet me te cilat perballet zhvillimi i
turizmit ne Spille, jane te konsiderueshme. Duke u nisur nga niveli i ulet i
bazes turistike ne kete moment, ritmi fillestar i rritjes mund te mos jete
substancial por fitimet potenciale mund te jene te medha ne kohe afatgjate.
5.5. Oportunitetet e tregut dhe sfidat
Forca e tanishme pozicionale ne treg e kesaj zone eshte kryesisht brenda tregut vendas, ku
tradicionalisht ka terhequr kryesisht pushues dhe vizitore ditor. Megjithate, mbipopullimi i
establishmenteve turistike ne zonen e afert te Golemit nenkupton qe ka nje nevoje te madhe
per resorte dhe resurse plazhi te pandotura, ndersa konkurenca per atraktimin e vizitoreve
eshte duke u rritur me perhapjen e mundesive te opsioneve pushuese pertej vizitave ditore.
Zona tashme terheq, por ne numer te kufizuar, pushues dhjete deri ne dy javor, ose pushime
te shkurtra çlodhese ne formen e vizitoreve ditor. Ka gjithashtu dhe nje numer shume te
vogel te vizitoreve me interesa te veçanta, si p.sh. adhurimi i natyres, aktivitetet e ecjes dhe te
gjuetise. Keto segmente te tregut jane secili ne rritje dhe ofrojne nje mundesi per
destinacionet, te cilat mund te sherbejne si atraksione me nje cilesi dhe çmim qe i pershtatet
pritshmerise se tregut.
Tabela abela abela 6: 6: Segmentet kryesore te tregut ne Komunen Kryevidh
Segmentimi i Tregut Situata aktuale Potenciali
Pushime tradicionale Te rendesishme Ne ulje
Pushime te shkurtra Te kufizuara Ne rritje
Eskursione Te kufizuara Ne rritje
Interesa speciale Te kufizuara Ne rritje
Udhetime ditore Te rendesishme Statik
Burimi: Vleresimi i konsulenteve bazuar ne kerkimet, konsultimet dhe observimet e tyre
Ndryshimi i rrethanave, per shembull, prosperitet i rritur ekonomik, stili i jeteses dhe
potenciali ne rritje per te terhequr vizitore te huaj ofron nje oportunitet te rendesishem per
kete destinacion.
Mundesite e tregut per turizem ne Spille permblidhen ne tabelen 7, duke reflektuar nje
model segmentimi per terheqjen e vizitoreve bazuar ne motivimin per eksperiencen qe ofron
udhetimi.
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33
Tabela abela abela 7: 7: Kerkesa e Projektuar per Komunen Kryevidh
Segmenti i tregut Pushime te gjata Pushime te shkurtra
Rekreacion Deti dhe Vendi
Eskursione -
Interesa speciale
Shendeti/Fitnesi/Pjesmarrja
Udhetime ditore
Burimi: Vleresimi i konsulenteve bazuar ne kerkimet dhe konsultimet e tyre
Çelesi i tabeles: •= mbi rritjen mesatare; “= rritje mesatare; - = pak ndryshim apo rritje
Pas pushimeve turistike tradicionale, prospektet me te mira per turizmin ne zone bazohen ne
turizmin rural, dhe te pushimeve me interesa te veçanta, qe perfshijne eksplorimet
individuale dhe aktivitetet e trashegimise kulturore.
Aktoret e zones jane me konfident ne parashikimin e rritjes nga jashte komunes sesa ne
brendesi te saj. Shumica e atyre me biznese parashikojne qe ritmi i rritjes ne kerkesen e
jashtme do te tejkaloje dukshem rritjen e kerkeses nga tregu i brendshem. Prospektet me te
mira per rritje ka shume te ngjare te jene tregjet e Kosoves dhe Maqedonise, dhe me vone
ato te Gjermanise, Austrise dhe vendeve Skandinave.
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6. 6. QELLIMET QELLIMET, QELLIMET , VIZIONI VIZIONI & & STRA STRATEGJIA
STRA TEGJIA
6.1 Qellimet e zhvillimit te turizmit
Turizmi ne komunen Kryevidh eshte duke kaluar nje periudhe rritje te qendrueshme me
mundesi me te larta ne te ardhmen e afert. Rritje domethenese eshte parashikuar e
vizitoreve te huaj kryesisht nga Kosova and Maqedonia, ndersa stilet e reja te jeteses do
ndryshojne kerkesen turistike vendase.
Objektivat kyçe per turizmin jane qe:
· Te rrise rendesine e tij brenda ekonomise locale permes fitimeve te rritura
dhe krijimit te vendeve te punes;
· Te siguroje qendrueshmerine e sektorit turistik;
· Te optimizoje kushtet socio-kulturore dhe cilesine e jetes per rezidentet.
6.2 Vizioni mbi zhvillimin e turizmit
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Turizmi me shume gjasa do te jete nje sektor kryesor biznesi ne zonen e Kryevidhit gjate
dekades se ardhshme, duke kontribuar keshtu ne rritjen ekonomike dhe ne prosperitetin
shoqeror. Ndersa atraksioni kryesor do vazhdoje te jete pamja bregdetare dhe burimet
natyrore, profili i tregut te turizmit per Kryevidhin do zhvendoset nga nje predominim i
tregut masiv te vizitoreve veror ne nje larmi te me madhe te turisteve te ngritur, aktiv dhe me
vigjilent si brenda ashtu edhe jashte Shqiperise. Eksperienca te reja turistike do te ofrohen
te cilat do pasurojne atraktivitetin e zones dhe do jene nje arsye me shume per vizite.
Cilesia e experiences se vizitoreve do rritet nga investimet ne sherbime ne nje mjedis te
mbajtur mire dhe do te pasurohet nga standartet e permiresuara te sherbimit dhe te vleres
se duhur te lekut te harxhuar.
Ky vizion per te ardhmen parashikohet mbi bazen e nje grupi zgjedhjesh strategjike
thmelore, te cila kane lidhje me:
· Tipin dhe shkallen e turizmit te deshiruar per zonen;
· Segmentet e tregut te cilat perputhen me mire me destinacionet;
aspiratat; dhe
· Menyrat me efektive per te komunikuar me objektivat e tregut.

35
Vizioni i mesiperm eshte optimal nga nje numer prespektivash te cilat perfshijne:
· Interesat me te mira te operatoreve egzistuese;
· Benefitet me te mire per qendrueshmerine afatgjate ekonomike, mjedisore
dhe shoqerore; dhe
· Kujdesjet ndaj tendencave ne ndryshim e siper te klienteve.
6.3 Parimet drejtuese
Principet themelore udhezuese te cilat duhet te formojne strategjine dhe te asistojne ne
menaxhimin e zhvillimit turistik ne te ardhmen jane:
Turizem i Qendrueshem: Turizmi eshte nje sektor investimi afatgjate e ardhmja e te cilit varet
shume ne menyren se si asetet natyrore dhe njerezore menaxhohen. Mbishfrytezimi i aseteve
dhe potencialeve te tyre ka pasur efekte negative ne destinacione te tjera persa i perket te
ardhmes se rritjes turistike. Zhvillimet qe kane nje impakt negativ tek mjedisi, te cilat jane
afatshkurter, voluminoze dhe oportuniste ne natyre duhen te ndalohen. Tipi i turizmit ideal
eshte nje i cili do ofroje zbavitje/çlodhje te permiresuar, pasurim jetese, mjedise pune dhe
mesimi dhe mundesi te gjera karriere. Aspekte kryesore te cilat kerkojne vemendje ne
menyre qe te sigurohet nje sektor i qendrueshem turizmi, jane politikat e perdorimit te tokes;
menaxhimi i mjedisit fizik; konservimi i vendeve me trashegimi natyrore dhe kulturore;
zhvillimi i produkteve te diktuara nga tregu; dhe investimi ne burimet njerezore.
Perfitim: Bizneset brenda sektorit duhet te nxjerrin nje fitim te mjaftueshem per te siguruar
zgjerim te metejshem permes investimit. Tradicionalisht shumica e bizneseve ne kete sektor
kane nxjerre perfitime relativisht te uleta. Perfitimi i sektorit ka nevoje per permiresim me ane
te perdorimit te rritur te aseteve, veçanerisht i atyre me kapital te larte siç jane akomodimet;
introduktimi i eficiencave me te medhaja, sidomos per numrin e madh te ndermarrjeve te
vogla apo mesatare; dhe sigurimi i te ardhurave nga shitjet voluminoze te arrihen mbi
bazen e strategjive me “vlere te shtuar” sesa nga uljet e vazhdueshme te çmimeve.
Investim Selektiv: Eksperienca ne vende te tjera ka treguar qe rritja e tregut vjen si rezultat i
investimit te madh ne zhvillim produkti dhe reklamim. Eshte e qarte qe investimet ne produkt
per te ardhmen duhet te fokusohen me shume tek mangesite dhe te jene te afta te
zbatohen. Strategjite per investimin ne te ardhmen duhet te jene teper selektive dhe te
fokusuara ne objektivat e tyre. Me rrethanat e veçanta dhe sfidat qe po perballen resortet
tradicionale si Gjiri i Durresit dhe Golemit, sidomos ne pjesen e akomodimit te vizitoreve, nje
shembull shtytes mund te realizohet per investime specifike per te riadresuar keto çeshtje
nepermjet ndihmave te medha dhe/ose ulje ne taksa.
Tregjet e shenjestruara: Ne nje treg ne zgjerim dhe gjithnje e me shume konkurues suksesi
mjedisor do jete i varur ne identifikimin e prospektivave me te mira dhe zgjedhjen e
menyrave me efikase per te komunikuar me keto objektiva tregu. Teknologjia e Informacionit
Fondi Shqiptar i Zhvillimit

Plani i Zhvillimit Lokal - Komuna Kryevidh
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eshte duke ndryshuar menyren me te cilen destinacionet dhe produktet turistike
konkurojne. Zgjedhjet strategjike per zhvillimet ne te ardhmen turistike per Komunen
Kryevidh duhet te fokusohen ne aspektet unike te zones dhe duhet te ofrojne nje experience
te larmishme qe do te joshte tregjet potenciale te identifikuara. Zgjedhja e tregjeve duhet te
percaktohet nga potenciali i vleres respektive te tyre ne aspektin e pershtatshmerise me
produktet e zones dhe tipit te turizmit qe kerkohet; dhe impakteve mjedisore dhe
ekonomike, sidomos ne lidhje me zgjerimin e sezonit dhe qendrueshmerise se biznesit.
Partneriteti Publik dhe Privat: Destinacionet e suksesshme jane ato te cilat jane perfshire ne
nje partneritet midis sektorit publik dhe privat. Bashkepunimi me i madh dhe integrimi i
perpjekjeve duhet te jene nje prioritet i larte per zhvillimin e turizmit ne Komunen Kryevidh.
Nje bashkepunim i dhe mirekuptim reciprok do jene te nevojshme per te planifikuar dhe
implementuar ne menyre efektive zhvillimin e produktit, marketingun dhe strategjite e
sherbimit te vizitoreve Partneriteti efektiv duhet te perfshije komunikimin e shtrire dhe
mekanizmat efikas konsultiv dhe zbatues per te siguruar nje koherence dhe qendrueshmeri
ne zbatimin e strategjise turistike. Ndryshimi i roleve dhe rrethanave ofrojne gjithashtu
mundesi me te madhe sesa ne te kaluaren per sipermarrje te perbashketa dhe forma te
tjera bashepunimi.
6.4 Implikimet strategjike te qellimeve dhe vizionit
Implikimet strategjike te vizionit te percaktuar kerkojne pergjigje te forta nga ana e aktoreve
te turizmit qofshin ato private, publike apo vullnetare. Ne kohe afatshkurter dhe mesatare
industria e turizmit ne zone ka nevoje te levize nga nje situate ku reagon ndaj kushteve te
tregut dhe konkurenteve ne nje pozicion ku prodhon kerkese. Perndryshe autoritetet e
komunes do deshtojne ne perballimin e konkurences ne nje treg pune gjithnje e me
kompleks dhe konkurues.
Qellimi qendror ekonomik – rritja e te ardhurave nga turizmi – duhet te kete pese objektiva
kryesore:
· Shpenzim i rritur nga çdo vizitor: duke ofruar aktivitete te cilat inkurajojne
vizitorin per te shpenzuar me shume para dhe/ose te zgjase qendrimin;
· Me shume vizitore te huaj: nje rritje e pergjithshme ne numrin e vizitoreves,
brenda kapaciteteve mbajtese, duke terhequr nje pjese me te madhe te
vizitoreve te huaj do te rrise te ardhurat e turizmit;
· Mbajtja e pjeses se tregut vendas: ne nje treg qe ndryshon, sfida per
Kryevidhin do te jete te mbaje pjesen e vet te tregut per turistet pushues
apo ditor;
· Sezon me i gjate: nevoja per te futur mekanizma me inovativ per te zgjeruar
sezonin turistik, siç jane evente inskenimi, udhetime kreative, etj. te cilat
gjenerojne me shume te ardhura dhe perfitime ne sektorin turistik; dhe
· Kujdesja per tregjet e veçanta: rritja e segmentimit te tregut dhe e burimeve
te kufizuara te tij dikton qe Kryevidhi duhet te fokusohet me shume ne
interesat specifike te veçanta qe perfshijne turizmin me baze rurale.

37
Figura igura igura 8: 8: Arritja Arritja e e Vizionit
Vizionit
Qellimi
Objektiavt
Strategjite
Terheqja e
vizitoreve te
huaj
Fokusimi ne
prospektet e zgjedhura
te tregut
“Fokusim Tregu”
6.5 Strategjite Themelore
Rritja e te ardhurave nga turizmi
Shpenzimet e
rritura per
vizite
Zgjerimi dhe
permiresimi i
produktit turistik
Zgjatja sezonit
turistik
Kujdesja per
tregjet e
interesit te
veçante
Permiresimi i vleres se
lekut te shpenzuar
mire
“Sigurimi i Cilesise”
Bazuar ne keto keshilla dhe qellime, tre strategji “themelore” te propozuara jane te
meposhtmet:
Fokusim me i mire tek tregu:
Kerkon vendosmeri ne resurset e nevojshme te tregut kundrejt atyre te zgjedhura qe ofrojne
potencialin me te mire me kalimin e kohes. Kjo vendosmeri duhet te bazohet ne kerkimet
dhe partneritetet efektive. Kjo e fundit do te kerkoje ekspertize te mjaftueshme per te
maksimizuar impaktin e kombinuar te aktiviteteve publike dhe private ne treg.
Zhvillim i Produktit Turistik
Zhvillimi i nje sere akomodimesh per vizitore, “atraksionesh” dhe sherbimesh per te terhequr
turiste te rinj. Zhvillimi duhet te jete ne sinkroni me mjedisin, shkallen, dhe aspiratat e
destinacionit megjithe kujdesin per nje treg qe sofistikohet gjithnje e me shume.
Ofrimi i “Sigurise se Cilesise”:
Çeshtje kyçe si shperndarja cilesore e sherbimeve, dhe organizimi midis entiteteve te
ndryshme te perfshira ne turizem ne te dy sektoret privat dhe publik, duhet te adresohet per
te siguruar nje kenaqsi me te madhe te vizitoreve dhe çmime te pelqyeshme.
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Plani i Zhvillimit Lokal - Komuna Kryevidh
Strategjite themelore jane te nderthurura dhe te ndervarura dhe si te tilla, arritja e qellimeve
eshte e paparashikuar mbas adoptimit dhe implementimit te tyre.
Elementet rekomanduese ne keto strategji te gjera themelore jane te detajuara ne Kapitujt
7, 8 dhe 9.
Tabela abela 9: 9:
9: Strategjite themelore per elementet baze
1. Fokusim tregu • Fokus ne sektoret e tregut me “prospektet me te mira”;
• Investim me i madh ne reklamimin e destinacionit;
• Caktimi i objektivave agresive dhe motivacioneve te sektorit;
• Zhvillimi I tregjeve te fshehta fokusuar ne aktivitete dhe interesa;
• Publikimi dhe Analiza e ”Planit te Veprimit Turistik” vjetor;
• Eksplorimi i kanaleve te reja te shperndarjes
2. Zhvillim i “Motorreve Rritese” • Fokus ne burimet e avantazhit siç jane mjedisi natyral bregdetar dhe
rural, dhe i atraksioneve te krijuara nga njeriu duke perfshire ketu
htjellat e Bashtoves dhe Turres;
• Projektimi, konservimi dhe menaxhimi i mjedisit;
• Krijimi i atraksioneve te reja per segmente te ndryshme te tregut siç jane turizmi
i integruar rural me karavane dhe ngjarje kulturore;
• Investimi ne infrastrukturen esenciale;
• Krijimi i nje ambienti miqesor fiskal dhe ekonomik kundrejt biznesit;
3. Sigurimi i Cilesise • Promovimi i nje kulture turistike miqesore ndaj mjedisit ne te gjitha fshatrat e
komunes permes sensibilizimit efektiv publik dhe programeve edukative;
• Cilesia dhe Vlera per leket e shpenzuara for money experience;
• Menaxhimi dhe shperndarja e sherbimeve tek klientet;
• Sigurimi i trainimeve te mjaftueshme ne aftesite konkuruese;
• Krijimi i nje sektori te ri partneriteti publik-privat midis autoriteteve lokale
dhe biznesit.
38

39
7. 7. STRA STRATEGJIA STRA STRATEGJIA
TEGJIA E E TREGUT TREGUT “FOK “FOK “FOKUSIM “FOK USIM ME ME I I MIRE”.
MIRE”.
7.1. Objektivat e tregut
Strategjia e tregut duhet te adresoje objektivat e meposhtme:
· Te kompensoje per uljen e pritur ne disa nga tregjet tradicionale te zones
duke penetruar ne burimet e reja te tregut;
· Te rrise te ardhurat e turizmit permes shpenzimeve mesatere me te larta per
vizite nga nje numer me i madh vizitoresh;
· Te arrije nje balance me te mire midis kerkeses dhe ofertes permes perdorimit
me te mire te kapaciteteve, veçanerisht jashte kulmit te muajve veror;
· Te terheqe nje varietet optimal te vizitoreve nga burimet e tregut per te
maksimizuar te ardhurat ne te njejten kohe te siguroje nje kompatibilitet te
segmenteve turistike ne zone;
· Te largohet nga masa e ulet e vizitoreve te detit drejt nje tregu me te
segmentuar percaktuar nga tipi i pushimeve dhe motivimit; dhe
· Te siguroje shperndarjen e duhur dhe efektive te produktit turistik brenda
objektivave te percaktuara te tregut.
Me tutje, strategjia e tregut duhet te adresoje nje numer variantesh, si:
· Mundesine qe paraqet tregu ne zgjerim e siper jashte Shqiperise;
· Kompleksitetin ne rritje te tregjeve – ndryshimi i tendencave te klienteve,
konkurenca ne rritje, dhe nje spekter i gjere motivesh qe percaktojne
zgjedhjen e destinacionit;
· Konkurencen ne rritje nga zona te tjera te Bregdetit Adriatik.
Tregu i zones duhet ne kete menyre te mbuloje nje numer strategjish te cilat mund te
analizojne shume mire objektivat e sektorit sikurse te adresojne efektivisht çeshtjet dhe
tendencat te cilat do te percaktojne performance ne nje treg pune sfidues.
Strategjia e rekomanduar eshte ajo e kerkeses se arritur permes:
· Nje fokusimi te mprehte ne permiresimin e aftesise konkuruese qe arrihet
permes nje pozicionimi te destinacionit sebashku me nje segmentim me te
madh te produkteve kundrejt tregjeve te pazbuluara;
Fondi Shqiptar i Zhvillimit

Plani i Zhvillimit Lokal - Komuna Kryevidh
· Nje rifokusimi ne tregun me prospektiv me te mire permes priorizimit dhe
selektivitetit me te theksuar; dhe
· Nje ridizenjim i komunikacioneve dhe distribucioneve brenda tregjeve.
7.2. Pozicionimi i tregut
Kerkimet e fundit, konsultimet dhe analiza e tregut konfirmojne qe pozicionimi i zones eshte
nje nga nga me te mirat e bregdetit Adriatik, nje vend plazhsi tradicionalisht i pelqyeshem si
nga pushuesit e rregullt ashtu edhe nga vizitoret ditor. Zona aktualisht eshte pozicionuar
fuqishem ne kontekstin e imazhit ne tregun vendas dhe do konkuroje rezorte te tjera
bregdetare si Durresin, Golemin, Semanin dhe Vloren.
Pozicionimi i zones do kerkoje projektimin e nje numri atraksionesh te cilat do sherbejne si
motivime per segmente te caktuara te objektivave te tregut. Sfida do konsistoje ne
projektimin e ketyre atraksioneve te cilat do t’i japin veçanti destinacionit, duke marre
parasysh tendencat e tregut dhe objektivin e terheqjes se turistave qe shpenzojne me shume
pergjate gjithe vitit.
Nga kerkimet, duket qarte qe vlerat themelore duhet te jene:
· Mjedisi natyror: deti, bregdeti dhe panorama;
· Nje sere atraksionesh per vizitorin ditor;
· Sportet e ujit dhe aktivitetet ne natyre;
· Derdhja e lumit Shkumbin dhe Laguna e Karavastase;
Idealisht permiresimet e imazhit duhet te perfshijne:
· Nje varg atraksionesh interesante te trasheguara;
· Nje game te gjere te “gjerave per te pare dhe per te bere”;
· Nje mjedis i pasur rural; dhe
· Opsione akomodimi per vizitore te rangut te larte.
7.3. Segmentimi i tregut
Segmentet kryesore ne te cilat zona realisht mund te konkuroje bazuar ne nje potencial ne
rritje e siper si rrjedhoje e paqes dhe permiresimit te produkteve jane si me poshte:
Tregu i Brendshem
Pushime tradicionale;
· Udhetime ditore;
· Pushime te shkurtra dhe mesatare;
· “ Zbavitje;
· “ Aktivitete;
· Evente dhe takime
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41
Tregu i Jashtem
· Shetitje;
· Pushime te shkurtra zbavitese;
· Aktivitete te interesit kulturor;
· Aktivitete ne rritje te interesit special, siç eshte ecja, ciklizmi, lundrimi, vrojtimi
i shpendeve, etj. luajne nje rol percaktues gjithnje e ne rritje per zgjedhjen e
destinacionit
Meqenese konkurenca per kete segment ne zgjerim po rritet, eshte e rendesishme qe Spilleja
te konkuroje ne keto segmente ku mund te ofroje nje avantazh krahasues si p.sh. natyror
dhe kulturor. Ndersa tregje te vogla ekzistojne per keto tipe aktivitetesh, autoritetet e
komunes duhet t’i japin prioritet ketyre segmenteve sipas aftesise se tyre per te arritur
objektivat e zgjerimit sezonal, utilizimit te produktit dhe rendimentit, duke pasur parasysh qe
ne çdo rast volumi i vizitoreve do te jete i vogel. Megjithate, potenciali per te paraqitur nje
imazh te shumellojshem dhe vendosja e nje reputacioni per ekselence eshte me sinjifikativ.
Nje karakteristike e rendesishme e segmenteve te rritjes eshte perputhshmeria midis interesit
apo aktivitetit dhe mjedisit rural. Ndersa shkalla e atraksioneve te turizmit rural brenda
Komunes Kryevidh eshte e pakufizuar, ekziston padyshim mundesia e reklamimit te
pushimeve dhe atraksioneve te cilat do te ofrojne nje kunderbalance te çmueshme te imazhit
tradicional plazhist te zones.
7.4 Rekomandime
Fushatat e ndergjegjesimit te pergjithshem te destinacionit ne tregun vendas dhe ne
Republiken e Kosoves dhe te Maqedonise duhet te zgjerohen gradualisht ne perfshirjen e nje
game te gjere motivacionesh dhe produktesh zbavitese. Edhe pse TV eshte mjeti me i
fuqishem per te krijuar nje reklamim imazhi, ai eshte i kushtueshem dhe shfrytezimi me i
madh i publicitetit permes publikimit te stileve te jeteses, radiove dhe programeve televizive
do te jete e nevojshme per te komunikuar nje sensibilitet te ri te diversitetit ne opsionet e
pushimit drejt tregut potencial.
Keto komunikime mund te prezantohet me efektivisht dhe te cilesojne eksperiencen e
produktit perveç asaj te destinacionit.
· Ne shenjestrimin e tregjeve pertej detit, promovimi duhet te perqendrohet ne
te ardhurat e tregtise se udhetimit dhe agjencive turistike te huaja. Ne fillim
nje numer i kufizuar produktesh per akomodim duhen promovuar per
pajisjen me to gjate udhetimit, eskursioneve, apo pushimeve te golfit;
· Publiciteti ne mediat e pershtatshme do te perfaqsoje nje aspek te
rendesishem per krijimin e sensibilitetit dhe kredibilitetit brenda segmenteve;
· Kooperativat e tregut, duke inkorporuar furnizuesit e produktit dhe
akomodimit ne zone, duhet te inkurajohen. Gjithashtu operatoret duhet te
inkurajohen per te marre pjese ne konsortet nacionale te marketimit, si
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forumet turistike nacionale dhe internacionale. Formimi i Shoqates Hotelore
te Spillese paraqet nje shembull te mire te marketingut destinacional kooperativ
i cili duhet te pasurohet duke bere pjese ne organizata te shkalleve
me te medhaja dhe konsorte marketing te mirnjohura per hotelet ne
Shqiperi. Marketingu i zonave rurale duhet te kerkoje projektimin e joshjeve
tek ata te cilet do terhiqen per nje vizite ne ndjekje te nje aktiviteti te caktuar
sebashku me ata pushues te rregullt te cilet mund te nxiten te eksplorojne
brendesine rurale me nje udhetim ditor;
· Fushata direkte te bazuara ne shifra drejtuar individeve apo grupimeve te
ndryshme ne agjencite shqiptare dhe te huaja duhen te ndermerren;
· Zhvillimi i nje eebsite turistik interaktiv, me lidhje te mira me site te tjera
duhet te jete nje prioritet.

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8. 8. STRA STRATEGJIA STRA TEGJIA E E ZHVILLIMIT ZHVILLIMIT TE TE PRODUK PRODUK PRODUKTIT
PRODUK PRODUK TIT
Strategjia e produktit merret me ndryshimin e produktit ne nje menyre te tille per ta bere ate
me joshes per objektivat e tregut. Strategjia ka per qellim te arrije pese objektivat turistike,
specifikisht:
· Te terheqe vizitore nga tregje te reja;
· Te nxise pushime me te gjata;
· Te rrise shpenzimet e çdo vizitori;
· Te zgjase sezonin turistik; dhe
· Te terheqe turiste te interesave te veçanta.
Meqenese kerkesa turistike eshte e drejtuar nga produkti, tipi dhe cilesia e produktit turistik
ne oferte do percaktoje suksesin apo deshtimin e tregut te punes. Per shkak se produkti me i
mire fiton, strategjia e produktit duhet te jete e afte te gjeneroje nje produkt te klasit te larte.
Kerkime dhe analizat kane identifikuar nje numer mangesish te produktit ne zone qe kane
nevoje per rishikim.
Themelore per suksesin e strategjise se produktit do te jete implementimi i nje numri
konceptesh specifike:
· Nje varg eksperiencash turistike “gjera per te pare dhe bere”;
· Krijimi i arsyeve te reja per te vizituar zonen te cilat do jene terheqes per
tregjet jashte Kryevidhit;
· Interpretimi dhe prezantimi i trashegimise natyrore dhe shoqerore
te zones; dhe
· Ofrimi i nje sere akomodimesh te pranueshme nga tregu.
8.1 Atraksionet
Aspekti me i rendesishem terheqes i nje destinacioni apo zone per vizitoret mund te
percaktohet gjeresisht si grumbulli i atraksioneve qe i japin njerezve shkak per te vizituar. Keto
arsye per te vizituar nje vend zakonisht referohen si “atraktore”. Ndersa komuniteti i biznesit
ne Kryevidh ka nje grumbull tashme te vendosura atraksionesh te cilat deri diku perputhen
me nevojat e tregut vendas, sfida me te cilen perballet zona qendron ne menyren se si te
siguroje nje varg atraksionesh te pershtatshme qe do joshe turistat e se nesermes nga
Shqiperia dhe me pertej detit.
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Nese partneriteti publik-privat ne Komunen Kryevidh do te jete konkurues ne tregjet e reja
potenciale dhe te plotesoje nevojat e klienteve te se ardhmes, zona ka nevoje te krijoje arsye
te forta per ta vizituar. Keto arsye duhet te joshin si turistet e huaj ashtu edhe pushuesit e
rregullt vendas, dhe ne te njejten kohe te pasuroje atraksionet turistike te zones. Vetem ne
kete menyre mundet qe autoritetet e komunes dhe bizneset lokale te permiresojne pozicionin
konkurues ne nje potencial tregu gjithnje e ne rritje por me seleksionues.
Nje dobesi strategjike tashme e identifikuar eshte mungesa aktuale e arsyeve te dallueshme
per te vizituar zonen te cilat do te terhiqnin segmente te ndryshme te tregut dhe baza
produktive relativisht e varfer, e cila do lejoje zonen te konkuroje ne segmentet turistike te
interesit te veçante.
Mangesite Mangesite e e identifikuara identifikuara identifikuara ne ne vargun vargun e e atraksioneve
atraksioneve: atraksioneve Kerkimet dhe analizat tregojne
qe aktualisht zona ka nje numer problemesh ne vargun e atraksioneve ne oferte. Mangesite
kryesore e nje tregu burimor me te gjere dhe qe perputhet me nevojat e tregjeve burimore
nderkombetare dhe vendase jane:
· Trashegimia: zona prezanton ne menyre te varfer trashegimine e saj
natyrore dhe kulturore drejt nje tregu i cili e vlereson shume trashegimine si
nje motivim per te vizituar zonen;
· Aktivitetet: si nje destinacion pushimi per aktivitete zona njihet ekskluzivisht si
nje destinacion plazhi. Potenciali atraktiv per tregjet me interesa te veçanta
eshte aktualisht i pa eksploruar.
· Zbavitja: kujdesi zbavites per vizitoret pushues gjate darkave eshte nje
kerkese esenciale per nje zone turistike.
Perveç gjerave te mesiperme, do te jete e rendesishme per autoritetet e Komunes Kryevidh te
sigurojne qe ka nje numer te mjaftueshem atraksionesh pamore te cilat mund te kapin
vemendjen vizitoreve turistik dhe t’i shtyjne ata te ndalen ne zone gjate rruges drejt ose nga
rajoni i Vlores. Keto “shtysa ndaluese” mund te variojne nga nje mjedis i kendshem mikprites
deri ne atraksionet specifike lehtesisht te dukshme te cilat mund te nxisin nje visitor te
ndaloje.
Strategjia atraktive e rekomanduar
Ne zhvillimin e atraksioneve te reja eshte ajo e cila do:
· maksimizoje efektin “gjenerues” permes numrit optimal te segmenteve;
· zhvilloje nje dallueshmeri, idealish nje unicitet, brenda Kryevidhit; dhe
· siguroje fonde per sektorin privat dhe menaxhim per te pasur fizibilitet.
Ndersa shumica e atraksioneve kane te ngjare te lokalizohen brenda “trekendeshit te
sherbimit” (Spilleja-Keshtjella e Bashtoves-Derdhja e Shkumbinit), zhvillimi i turizmit te
brendshem rural ne te ardhmen rekomandohet i cili do te plotesoje atraksionet bregdetare.

45
Ne adresimin e kesaj çeshtje, atraksionet jane kategorizuar si me poshte:
· “atraksione te forta” i referohet atyre qe jane investime kapitale dhe qe
tipikisht jane ndertimet e reja apo konvertimi ose perdorimi i ndertesave
ekzistuese; dhe,
· “atraksione te buta” te cilat tipikisht perdorin burimet ekzistuese permes
organizimit dhe resurseve njerezore sesa investimit ne kapital.
8.1.1. “Atraksionet e Forta”
Ne zhvillimin e opsioneve te atraksioneve qe kerkojne investim kapitali nje varg produktesh u
identifikuan. Ne secilin rast mundesia e tregut u vleresua e ndjekur nga nje vezhgim
paraprak i pershtatshmerise, veçantise dhe shendetit te pergjithshem te tregut. Brenda
kontekstit te nje strategjie zhvillimi turistik nje vleresim i pergjithshem, bazuar kryesisht ne
eksperiencat e meparshme, u perdor per te vleresuar shkallen dhe mundesine e atraktivitetit
te investimit dhe fizibilitetit te veprimit.
Lista treguese e meposhtme e prospekteve prezantohet mbi bazen qe secila:
· ka aftesine te terheqe vizitore te rinj ne zone dhe / ose te rrise shpenzimet
e vizitoreve;
· eshte e nje shkalle dhe risku jo ne disporcion me mundesine
fitimprurese; dhe
· ploteson nje mangesi produkti te identifikuar dhe nevoje te projekuar
nga vizitoret.
Nje vleresim paraprak tregon qe secila nga te meposhtmet eshte e mundshme, dhe e nje
rendesie te madhe per diversifikimin e produktit turistik.
Kampingu Kampingu me me rulota. rulota. Nje program zhvillimi i pasur mjedisor te nje grupimi plotesues
atraksionesh propozohet, duke zgjedhur nje vend te pershtatshem per aktivitete me
karavana pergjate bregut te Spillese. Autoritetet e komunes se bashku me perfaqesuesit e
biznesit jane entuziast rreth suksesit te kesaj sipermarrje. Ky projekt do perfshij pastrimin e
disa shkurreve dhe barishteve, ndertimin e nje ure prej druri qe te çon ne zonen e plazhit,
rregullimin e pershtatshem te nje rruge 240 m te gjate, qe lidh vendin per karavane me
rrugen e fshatit, dhe mirembajtjes te hapesires se gjelber. Nje perzierje mallrash te cilesise se
veçante do jete e nevojshme si dyqane me punime dore, produkte ferme, etj. Parkimi per
makina duhet gjithashtu te merret parasysh ne pjeset anesore te vendit te kampingut.
Ndertimi Ndertimi i i bareve bareve te te hapura hapura dhe dhe dhe i i banjove banjove publike publike pergjate pergjate plazhit
plazhit
Plotesimi me keto kerkesa infrastrukture eshte nje domosdoshmeri, sepse per momentin
pothuajse te gjithe vizitoret I kryejne nevojat e tyre ne det. Ndertimi i dusheve publike do te
mbuloje nevojat e plazhisteve. Ne kete moment ekzistojne dy apo tre ndertesa betoni qe i
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Plani i Zhvillimit Lokal - Komuna Kryevidh
ofrojne turisteve pije freskuese dhe sherbime ushqimore. Per shkak te vleres se shkelqyer
natyrore te zones se plazhit, ndertime te tjera te ketij lloji duhen te ndalohen. Ne vend te
tyre, autoritetet e komunes duhet t’i japin liçenca aktiviteti operatoreve te cilet marrin
persiper ndertimin e sherbimeve te levizshme ne perputhje me zhvillimin e rregullt dhe
principeve estetike.
Arena Arena e e jashtme jashtme (ne (ne natyre). natyre). Nje pike-takim i dedikuar me sherbime te ndertuara
posaçerisht per motorrat e ujit, eventet e garave me makina dhe biçikleta, sebashku me
perdorimin zbavites. Vendi gjithashtu mund te perdoret per aktivitete apo evente te tjera
zbavitese. Nje piketakim i ri jashte rruges do te konsolidonte pozicionin e zones si nje
lokalitet per sportet motorrike dhe te parandalonte presionin e mundshem te sigurise dhe
ate mjedisor mbi vazhdimsine e sporteve motorrike ne rruget publike.
Keshtjella Keshtjella e e e Bashtoves. Bashtoves.
Bashtoves. Si vendi me i madh historik ne rrugen kryesore turistike drejt
zones, nje permiresim sinjifikativ ne interpretimin e kesaj pike dhe aksesit te saj nga vizitoret
propozohet ne kete strategji. Ky vend mund t’i hapet vizitoreve lokal dhe te huaj duke
organizuar aktivitete te ndryshme zbavitese, siç jane eventet gastronomike ku receta
tradicionale gatimi i paraqiten/demostrohen vizitoreve. Ne bashkepunim me autoritetet
rajonale qe kujdesen per monumentet e kultures, keshtjella mund te kthehet me sukses ne
nje teater apo kinema te hapur, ku turistet mund te kene mundesine te shikojne filma te
pakten dy here ne jave. Ne realizimin e implementimit te ketyre aktiviteteve, propozohet
ndriçimi i vendit se bashku me rregullimin e rruges qe te çon drejt keshtjelles.
Evenimente Evenimente Evenimente tematike tematike zbavitese zbavitese Nje event i caktur mbremjeje qe organizon darken dhe
zbavitjen per turistat me pushime te gjata sugjerohet. Temat per t’u konsideruar mund te
perfshijne menu autentike, kamarier te veshur me rroba tradicionale dhe muzike. Vendet
potenciale mund te jene hotelet ekzistuese, restorantet, ose nje vend i veçante siç eshte
Keshtjella e Bashtoves.
Nje Nje pike pike per per Serf Serf. Serf . Propozohet nje qender qe ofron dhoma zhveshje me çeles, ruajtje,
magazinim te paisjeve dhe mirembajtje. Megjithese shpenzimet ditore te ketij sporti mund te
mos jene te larta, qendra e re do ndihmoje ne konsolidimin e zones si sport terheqese, do
rrise sensibilizimin dhe do ofroje sherbime integruese te pershtatshme per vizita ne grupe
edhe jashte muajve kulmor.
Muzeu Muzeu Rajonal Rajonal i i Kryevidhit. Kryevidhit. Megjithese nuk eshte nje atraksion kryesor turistik,
ndertimi I nje muzeumi rajonal te ri ne fshatin Spille paraqet nje mundesi per t’i prezantuar
turisteve aspekte te trashegimise se zones nepermjet ekzibicioneve speciale dhe/ose
interpretimit te vendeve te aferta si Rreth Grethi.
46

47
Figura 2: Disa pamje nga Keshtjella e Bashtoves
Gryke Gryke derdhja derdhja e e lumit lumit lumit Shkumbin. Shkumbin. Bukuria potenciale e Gojes se Lumit Shkumbin per
turizem akoma nuk eshte kuptuar. Zhvillimet e tipit me impakt te ulet duhet te perfshijne
akses nga anet dhe vende qendrimi dhe perdorim i kontrolluar i mjeteve motorike per
zbavitje. Bukuria e shtratit te lumit dhe ecjet aty jane gjithashtu shume te pelqyeshme.
Iniciativat e zhvillimit ne rruge e siper duke perfshire qendrimet anesore, permiresimet e
vendit ku ecet jane te mirepritura te cilat duhen te inkurajohen me qellim eksplorimin e
metejshem te bukurise dhe potencialit rekreacional te Lumit Shkumbin.
Laguna Laguna e e afert afert e e Karavastase. Karavastase. Kjo lagune e cila lokalizohet ne jug te derdhjes se
Shkumbinit eshte vendi kenetor me i madh i Shqiperise. Brenda zones se Karavastase
ekzistojne tre kategori te Zonave te Ruajtura: (i) Laguna e Karavastase, e cila eshte Rezervat
i Ruajtur Natyror, (II) Parku Nacional i Divjakes, dje (III) Rezervati Natyror i Kularit. Keneta
strehon nje numer te madh shpendesh uji dimeror dhe eshte gjithashtu nje vend i madh
banimi per specie te rrezikuara. Te pakten gjashte specie shpendesh ne Karavasta
perfaqesojne gjallesa te rendesise nderkombetare, mes te cilave ja vlen te permendet
prezenca e Specieve Globalisht ne Rrezik siç jane Pelikani i Dalmacise, Shqiponja me njolla,
etj. Si rrjedhoje, potencialet per rekreacion permes turizmit natyror (duke perfshire
eskursionet natyraliste, vrojtimi i shpendeve, ngarja e kuajve dhe gjuetia me kritete kujdesi)
jane reale dhe mund te sherbejne si magnet per terheqjen e turisteve.
Turizmi urizmi rural. rural.
rural. Vazhdimi i projekteve turistike ne shkalle te ulet ne zonat rurale eshte shume
i deshirueshem nese akomodimi eshte i lidhur me aktivitete te veçanta, si ecja, peshkimi,
ngarja e kuajve, çiklizmi, etj. Megjithese turizmi rural nuk ka te ngjare te jete i forte ne treg,
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nje potencial i fshehte ekziston per te terhequr vizitore per nje experience rurale te veçante.
Eshte e mundur te terheqe gjithashtu vizitore te tjere ditor. Produktet reçente te zhvilluara si
dyqane ferme, studio vazosh prej dheu, shtigje fermash, dhe “vendos dhe merr” liqene
peshkimi duhen akoma te realizojne potencialin e tyre. Megjithese marketingu i pushimeve
rurale eshte ndoshta me i arrire duke bashkuar operatoret e tureve te veçanta dhe duke kooperuar
me zonat fqinje, vemendja duhet t’i jepet promovimit me te madh te zonave rurale
ndaj vizitoreve qe pushojne ne rezortat bregdetare.
8.1.2. “Atraksionet e Buta”
Nje game me e gjere atraksionesh jane identifikuar te cilat jane te afta ose te terheqin
vizitore te rinj dhe / ose te pasurojne kategorite e vizitoreve te terhequr nga faktore te tjere.
Ne secilin rast keto atraksione perdorin burimet ekzistuese – sherbimet dhe njerezit – dhe
edhe pse kane nevoje per pak investim, nuk kerkojne shume kapital.
Pasurimi asurimi i i joshjes joshjes se se vizitoreve vizitoreve dhe dhe eksperiences eksperiences se se tyre: tyre: R RRekomandime
R ekomandime
Ne adresimin e mangesive te nje numri iniciativash propozohen per t’u marre ne
konsiderate disa aktivitete te cilat do pasuronin eksperiencen e vizitoreve dhe do rrisnin
shpenzimet e tyre duke i zgjatur pushimet ne zone:
Shetitjet Shetitjet pergjate pergjate fshatit. fshatit. Zhvillimi i nje ose i dy rrugeve te pajisura me tabela per shetitje
apo çiklizem nga 2 deri ne 10 km, per shetitesit e rastit apo ata praktikues, do t’i jepnin
aspekteve rurale te zones aksesibilit ndaj vizitoreve, duke ofruar nje eksperience ndryshe
dhe plotesuese ndaj aspekteve te bregdetit ne zone.
Skema Skema Skema e e çiklizmit çiklizmit falas falas dhe dhe ngarjes ngarjes se se se kuajve. kuajve. Per inkurajimin e qendrimeve me te
gjata dhe lehtesimin e levizjes me ndikim te ulet mjedisor brenda zones propozohet nje
skeme e çiklizmit falas dhe e kalerimit me nje çmim te ulet. Autoritetet e Komunes te lidhur
me nje sponsor mund ta marrin parasysh kete lloj iniciative e cila eshte shume e shpeshte
ne qytetet europiane. Ky sherbim do te ndihmonte ne reduktimin e trafikut te makinave ne
nje sere zonash apo atraksionesh te brishta. Sherbimi mund te ofrohet nga nje guide
lokale, ose nga nje operator i specializuar turistik.
Shetitje Shetitje “ “Tematike”. “ ematike”. Sugjerohen nje seri shetitjesh tematike nga pikat me densitet te larte
vizitoresh si p.sh. fshati Spille. Tematikat mund te perfshijne vende historike; kisha;
keshtjellen e Bashtoves, keshtjellen Turra, Lagunen e Karavastase, etj. Keto eskursione
duhet te udhehiqen nga guida te specialiuara.
Zbavitja Zbavitja ne ne ne hotele hotele dhe dhe dhe pub-e. pub-e. Nje kalendar zbavitjesh ne hotele dhe ne pabe, qe
ofrojne muzik, grupe, kengetare etj, - duhet te shfrytezohet per ta gjalleruar eksperiencen e

49
vizitorit ne Spilleja dhe/ose ne Komunen Kryevidh. Nje program zbavitjesh ne zone mund te
perfshije gjithashtu DJs, trupa teatror, etj.
Terheqja erheqja e e tregjeve tregjeve me me interesa interesa te te veçanta: veçanta: R RRekomandime.
R ekomandime. Tregu potencial per
zonen mund te zgjerohet ne menyre te konsiderueshme duke ofruar tregje te fshehta te
identifikuara me motivacione te veçanta per t’i vizituar. Nje numer iniciativash jane
propozuar te cilat do te krijonin nje arsye per vizite per segmente te veçante te tregut qe ne te
kundert nuk do te ishin te interesuar te vizitonin zonen. Propozimet ne vazhdim nisen nga
burimet ekzistuese dhe perfshijne organizimin dhe marketingun kreativ te pushimeve “vetplotesuese”
sesa nga shpenzimet ne kapitale.
Tregjet regjet Organike Organike dhe dhe Artizanale. Artizanale. Me rritjen e interesit ne ushqimet organike dhe
mjeshterite tradicionale, çelet nje mundesi per te ushtruar dhe organizuar nje treg
agrikulturor dhe artizanal me nje baze te rregullt. Kjo perveç atraktimit te rezidenteve lokal,
do te pasuronte ne menyre te konsiderueshme eksperiencen e vizitoreve te huaj dhe do
gjeneronte nje reklamim te favorshem per zonen.
8.1.3. Evenimentet
Zona eshte tashme e suksesshme ne gjenerimin e nje trafiku te konsiderueshem vizitoresh
dhe te shpenzimeve sinjifikative si rezultat i ofrimit te nje numri ngjarjesh vjetore. Proçesi
kerkimor ne stilin e jeteses tregon nje interes ne rritje ne evente dhe festivale sebashku me
shndrrimin e ketyre eventeve ne nje faktor motivues, shum shpesh, kryesor per udhetim. Kjo
kategori e aktivitetit turistik ka nje numer aspektesh pozitive pertej prurjes imediate dhe
perfitimit ekonomik duke qene se keto evente luajne nje rol ne ndriçimin e profilit dhe te
imazhit te destinacionit.
Rekomandime
Rekomandime
Zona duhet te vazhdoje zhvillimin e metejshem te nje sere eventesh artistike dhe kulturore te
cilat jane ne perputhje me tregun e deshiruar dhe kane impakte negative minimale mjedisore
apo sociale. Pozicionimi futurist i eventeve tashme te mbajtura duhet te sigurohet permes
investimeve te nevojshme ne infrastructure dhe menaxhim. Perveç ketyre, inskenimi i eventeve
ne fshatrat rural duhet te inkurajohet sepse ato ofrojne nje fokusim te shkelqyeshem ne
kulturen dhe traditat e zones, te cilat jane me interes te madh per vizitorin dhe pasurojne
imazhin e destinacionit.
Nje kalendar i eventeve te reja duhet:
· te ofroje tema kulturore, sportive dhe sociale qe pasurojne imazhin e
pelqyeshem te destinacionit;
· te zhvillohet deri ne ate pike ku eventi te jete unik ne zonen e Durresit dhe
Kavajes dhe idealisht i nje domethenie nacionale dhe internacionale, eventi
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kulturor “Sofra Ilire”, I organizuar nga Rajoni i Fierit eshte nje shembull
perfekt ne kete kontekst;
· te jete atraktiv per sponsoret potencial;
· te gjeneroje qendrime gjate nates ne sherbimet e akomodimit.
8.2. Akomodimet e Vizitoreve
Ne kontekstin e qellimit te pergjithshem dhe te kerkeses ne ndryshim te tregut, zona perballet
me sfida te veçanta ne lidhje me mundesite e akomodimit te turistave. Sfida kryesore eshte
nje “mos-perputhje” midis kategorive te akomodimit ekzistues dhe nevojave te neserme te
tregut, veçanerisht kerkesave te vizitoreve te huaj. Problemet e ndeshura nga kategorite e
sherbimeve formale te akomodimit – hoteleve dhe bujtinave – keqesohen akoma me shume
nga kerkesat per te ndejtur hapur per nje periudhe me te gjate, pavarsisht nga nje sezon i
shkurter, dhe efiçiencave te varfra te cilat ne situaten me te mire, japin fitime te uleta. Edhe
me tutje, kerkesat per modernizim kerkojne kapital ne nje kohe kur perdorimi alternativ i tyre
ne vende te ndryshme, mund te japin nje fitim me te larte. Nese qellimi i atraksionit dhe
rritjes se numrit te turisteve do mund te arrihet, nje numer ndryshimesh strategjike duhet te
implementohet ne sektorin e akomodimit, ne kontekstin e kompozimit te kapaciteteve sipas
kategorise dhe cilesise. Qasja e pergjithshme e rekomanduar duhet te jete nje nepermjet se
ciles:
· arrihet nje rritje dhe rimodelim i hoteleve;
· adresohen problemet unike te bujtinave tradicionale; dhe
· nuk lejohet shnderrimi i zones ne nje shtepi te dyte per pushuesit qe marrin
me qira akomodime vet-kujdesese.
Faktori kryesor ne arritjen e ketyre qellimeve te pergjithshme per sektorin do te jete aftesia
per te terhequr investime e nderthurur me prospekte me te mira per tregtine. Eshte e qarte
qe shtysat siç jane grantet e asistences, kredite e buta, dhe / ose lehtesimi fiscal, do te jene
te nevojshme per realizimin e ketyre objektivave.
8.2.1. Hotelet
Tendencat e tregut dhe trafiku i projektuar turistik nga jashte Shqiperise tregojne nje
potencial ne rritje te hotelerise per zonen. Prospektet primare te tregut perfshijne:
Segmentimin e Tregut Burimin e Tregut
· Vizitore qe udhetojne me automjete Kosova, Maqedonia CE
Europe
· Vizitore me pushime te shkurtra dhe mesatare Kosova, Maqedonia,
GB, Gjermania
· Vizitore te interesave te veçanta GB, C. Europe
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Momentalisht zona ka veshtiresi per te plotesuar kerkesat e tregut ne kapacitet dhe/ose ne
cilese. Me tej, ekonomia e bizneseve te hoteleve dhe bujtinave eshte teper sezonale.
Ndryshimet ne oferte duhet te perfshijne nje marketing me agresiv nga hotelet, me çmime
terheqese dhe komoditete inovative; dhe nje zhvillim te prones se perbashket dhe identiteteve
te bashkuara. Perveç ketyre, sektori eshte duke pare nje diferencim ne rritje te hoteleve ne
ato me sherbime te plota dhe ato me sherbime te kufizuara.
Rekomandime
Rekomandime
Nese zona do zhvillohet si nje qender turistike per vizitore vendas dhe te huaj, rritja e
kapaciteteve te hoteleve do jete e domosdoshme ne kategorite me meposhtme:
· Hotelet Egzistuese: : Operatoret e pranishem duhet te inkurajohen dhe te
ndihmohen ne menyre aktive ne premisat rimodeluese te cilat jane
ekonomikisht te mundshme per te perballuar kerkesat ne ndryshim te tregut
siç jane arritja e kapaciteteve optimale, dhe ofrimi i nje varieteti te larmishem
sherbimesh dhe komoditetesh. Bashkepunimi dhe marketingu I perbashket
do t’i shtyje hotelet egzistuese ne arritjen e nje tregu me te gjere ne nje
menyre me kosto-efektive.
· Hotelet Turistike: Te projektuara kryesisht per kujdesjen e turisteve qe
udhetojne me automjete, te lokalizuara ne Plazhin e Spillese, qe ofrojne nje
produkt cilesor sherbimi 3* yjesh. Kapaciteti ideal do te ishte afersisht 30 -
40 dhoma. Rekomandohet qe nje prone e tille te jete e nje firme te njohur
Mjedisore Nacionale si pjese e nje rrjeti te gjere qe shtrihet edhe ne Vende te
tjera Europiane per te maksimizuar ne kete menyre sinergjite e tregut.
8.2.2. Bujtinat
Bujtinat tradicionale te zones prane detit jane duke vuajtur nga nje numer faktoresh qe
ndikojne negativisht ne aspektin terheqes dhe ekonomik te ketij tregu. Keto faktore jane:
· Problemet fizike te ndertesave dhe mungesa e madhe e dhomave te
pershtatshme; dhe
· Mungesa e dallueshmerise pozitive dhe atraktivitetit.
Keto faktore se bashku jane duke detyruar shume nga operatoret egzistues te falimentojne
nga biznesi ose te ripozicionohen ne akomodimet me fjetje dhe mengjes (B&B).
Rekomandime
Rekomandime
· Rimodelimi i premisave egzistuese: si nje çeshtje urgjente duhet t’i
prezantohet Komunes, per te kerkuar asistence speciale ne grante dhe/ose
ne lehtesim kapitali per investime ne bujtinat tradicionale;
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· Rekomandohet qe autoritetet e komunes sebashku me sponsoret potencial
te projektojne nje program pilot per ringjalljen e kesaj kategorie akomodimi.
Brenda ketij konteksti nje analize e kerkesave çertifikuese dhe klasifikuese
propozohet per te perballuar me mire sfidat e veçanta;
Kjo do perfshije nje program marketingu bashkepunues dhe sherbim rezervimesh te
organizuara nga sektori privat per te lehtesuar hyrjen ne tregjet e huaja.
8.2.3. Fjetje & Mengjes (B&B)
Atraktiviteti i B&B-ve, sidomos mes vizitoreve te huaj eshte shume i forte, duke kombinuar
nje mikepritje tradicionale Shqiptare ne nje mjedis shtepiak me vlera te mira. Eksperienca
ne disa vende te tjera te Shqiperise tregon qe B&B-te kane qene kategoria me e suksesshme
e akomodimit te vizitoreve gjate periudhes se rritjes turistike. Kapaciteti i rritur ka tendence
te ofrohet nga pronaret e shtepive me nje çmim relativisht te vogel ne pergjigje te kerkeses
se tregut. Sidoqofte, ne linje me tendencat e tregut, zona ka nevoje te rrise sasine e
sherbimeve te kategorise B&B. Potenciali per kete lloj akomodimi eshte veçanerisht i
fuqishem mes turisteve qe udhetojne me automjete nga Evropa Qendrore dhe Ballkani
Perendimor, si edhe mes turisteve me interesa te veçanta nga te gjitha tregjet.
Rekomandime
Rekomandime
· Te mbeshtetet forcimi i marketingut bashkepunues brenda sektorit, ne lidhje
te ngushte me organizatat reprezentative;
· Te pergatitet nje seri informacionesh per operatoret ekzistues mbi kerkesat
e tregut turistik; dhe
· Sebashku me agjensine GTZ dhe organizata te tjera te turizmit te perfshira
ne projektet e zhvillimit B&B, te mbahen nje seri seminaresh informative per
futjen e risive prospektive.
8.2.5. Karavanet dhe Kampimi
Zona ka potenciale te mira per parkime karavanesh, qe i ofrohen ekskluzivisht tregut te
huaj. Ka te ngjare qe kerkesa per shtepi te levizshme do te ulet gjate 10 viteve te fundit,
ndersa nje rritje ne vizitoret e huaj do rezultoje ne kerkese te rritur nga njerezit qe udhetojne
me karavane dhe kampexhojne. Udhetuesit me karavane ka shume te ngjare te jene nga
Evropa qendrore (shumica nga Gjermania dhe Hollanda) dhe do perfshijne mikrobuza
kampimi ku mund te flihet. Profili i kampisteve do te jete ai i vizitoreve te rinj nga Evropa
qendrore.

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Rekomandime
Rekomandime
· Furnizimi i vendeve te sherbimit per kamionat, furgonat udhetuese dhe
tendave brenda parkimeve ekzistuese
· Diskurajimi i parkingeve te reja dhe adoptimi i qasjeve konservative per
zgjerimin e parkimit ekzistues;
· Inkurajimi i nje mbikqyrjeje me te madhe te mjediseve te parkimit per
minimizimin e metejshem te impaktit pamor dhe eksplorimi
· I mundesise se zhvillimit te akomodimeve, te ndara nga shtepite e levizshme,
por qe kane akses kundrejt sherbimeve rekreative dhe ushqimore te
zakonshme.
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9. 9. GARANTIMI GARANTIMI I I CILESISE CILESISE
CILESISE
Duke pasur te garantuar nje mori burimesh natyrore si dhe nje numer njesish akomoduese
dhe produktesh te tjera, cilesia e sherbimeve ne turizem kondicionohet nga:
· Niveli dhe mirembajtja e mjedisit; dhe
· Menyra me te cilen ofrohen ato.
9.1 Mjedisi Fizik – Ruajtja dhe Kujdesi
Nga pikepamja e turizmit, mjedisi fizik perben nje burim me rendesi te veçante, pasi eshte
pikerisht ky mjedis qe mund te shihet dhe te perjetohet nga vizitori. Aspektet fizike te
mjedisit qe mund te observohen nga turisti perfshijne:
· pejsazhin natyror dhe detar, hapesiren urbane;
· plazhet, hapesirat publike, pyjet dhe pronat e tjera te komunes;
· Rruget, sheshet e parkimit dhe trotuaret;
· Vendet dhe ndertesat historike;
· Rrjeti i shitjeve me pakice;
· Akomodimet e vizitoreve;
· Hapesirat publike (shetitoret, molet detare, etj).
Rendesia e nje mjedisi te permiresuar nuk mund te nenvleftsohet. Prandaj eshte e
domosdoshme nevoja e vazhdueshme per gjetjen e mekanizmave te pershtatshem te
planifikimit me te cilat duhet nderhyre per ndryshimin dhe berjen e rregullimeve te
nevojshme.
9.1.1 Planifikimi dhe perdorimi i tokes
Zhvillimi dhe mbrojtja e mjedisit ne menyren e deshiruar nga turisti eshe me rendesi kritike
per komunen. Turizmi luan nje ndikim shume te madh mbi perdorimin dhe zhvillimin e
tokes, ndikim i cili mund te jete edhe i demshem.Turizmi mund te sjelle gjithashtu probleme
per ruajtjen e cilesise se mjedisit, si psh erozionin e tokes, shfrytezim tej mase te tokes dhe
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ndotjen e ujrave te bregdetit. Keto probleme duhen patur ne qender te vemendjes nese
deshirohet te zhvillohet nje model i qendrueshem turistik per te ardhmen.
9.1.2. Perllogaritja e kapaciteteve mbajtese
Perllogaritja e kapaciteteve mbajtese behet duke mbajtur parasysh parametrat e
meposhtem:
· Burimet natyrore. Keto kane lidhje me teper me mbrojtjen e burimeve
natyrore dhe ne veçanti cilesine e ujit te detit;
· Aksesin e zones, d.m.th afersine me aeroportin, portin si dhe numrin e
njerezve qe udhetojne me autobuse, makina pivate, etj.
· Dimensioni i zones dhe morfologjia e mjedisit, e cila percakton densitetin,
lartesine maksimale te ndertimeve,si dhe komponentet estetike.
Llojet e formave te mundshme te turizmit, bashke me kapacitetet e tyre mbajtese dhe ato te
Spillese jepen ne tabelen 10 si me poshte:
Tabela abela abela 10: 10:
10: Vleresimi i kapaciteteve mbajtese per zonen
Pershkrimi
Llojet e mundshme te
turizmit
Masa specifike per
mbrojtjen e mjedisit
Vleresime te
kapaciteteve mbajtese
te zones
Zona e Spillese shtrihet ne nje plazh me shtrirje relativisht te
gjate. Pjesa e pasme e plazhit eshte e mbuluar me nje pyll te
dendur me pisha.
Turizem i nevilit te mesem
Burimi: Vleresimi i konsulentit, Udhezues per zhvillimin e turizmit ne Shqiperi
Vend i pershtatshem per ndertimin e rezorteve turistike ne
formen e ndertimeve te uleta deri ne tre kate ne pjesen e
pasme te pyllit dhe pjesen e kodrave.
Rruget kryesore dhe ato dytesore duhet te permiresohen
ndjeshem.
Mungese e sistemit te kanalizimit te ujrave te zeza dhe
trajtimit te mbeturinave, qe perben nje nga problemet me
shqetesuese per infrastrukturen e zones e qe duhet zgjidhur sa
me pare.
Rregulla strikte per urbanizimin dhe arkitekturen e ndertimeve
ne zona te reja qe do te zhvillohen ne te ardhmen.
Jo me shume se 100 shtreter/ha, ose 100m 2 territor plazhi
per turiste.
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9.1.3. Nevoja per nje qasje te integruar
Nga analiza e mesiperme del qarte nevoja e zhvillimit te modeleve per planifikimin
hapesinor te turizmit dhe qe jane te afta ne kapercimin e problemeve si p.sh. sezonaliteti,
ose mbishfrytezimi i burimeve. Ne kontekstin e planifikimit te mjedisit dhe turizmit eshte e
rendesishme te merren ne konsiderate elementet e meposhtem:
· Turizmi eshte nje fenomen i gjalle dhe ndodhet vazhdimisht ne
trasnsformim. Kontrolli mbi planifikimin e territorit do te jete efektiv vetem
nese orientohet nga ruajtja e mjedisit duke krijuar forma te pershtatshme
menaxhuese te mjedisit dhe te zhvillimit te produktit turistik;
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· Projektet e menaxhimit, planet dhe metodologjite duhet te jene te
pershtashme per realitetin ne menyre qe kontribojne ne permiresimin e
produktit te vjeteruar dhe identifikimin e zonave optimale per zhvillim. Nje
plan i integruar per kete qellim eshte shume i rendesishem per te garantuar
cilesine e mjedisit rrethues.
· Analiza e proçesit te zhvillimit te zonave turistike, duhet te marre ne
konsiderate edhe parametra te tjere, si elementin kohor, sinergjine dhe vlera
te tjera lokale.
9.2. Pervojat dhe projektet pilote
Eshte e keshillueshme eksperiementimi i projekteve pilote me theks ne:
· Pergatijen e modeleve hapesinore per zhvillimin e turizmit;
· Promovimin e partneritetit dhe pjesemarrja ne aktivitete te perbashketa
ndermjet sektorit publik dhe atij privat, per te garantuar qe te gjithe aktoret
te angazhohen ne projekte te perbashketa, duke permiresuar keshtu
zbatimin me sukses te tyre.
Rehabilitimi i rruges ne hyrje te fshatit nga fondet e FSHZH-se mund te konsiderohet nje
shembull i mire i projekteve te tilla qe i sherbejne permiresimit te pamjes dhe te mjedisit
urban te fshatit. Sidoqofte ka shume nevoja dhe ide te cilat mund te behen realitet me ane
te mundesive te tjera financuese. Permes mundesive te tilla mund te realiziohen projekte ne
shkalle te vogel te cilat mund te diversifikojne ekonomine e zones rurale te Kryevidhidhit
duke u fokusuar ne turizem.
Rekomandime
Rekomandime
Per planifikimin dhe perdorimin e tokes jane te rendesishme per tu marre ne konsiderate
aspektetet e meposhtme

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· Ka nevoje te ngutshme per nje plan te detajuar dhe mbeshtetje insitucionale
per te siguruar kontekstin relevant dhe zhvillimin e instrumenteve per
gjenerimin e punesimit, zhvillimit te infrastruktures, dhe sigurimin e
sherbimeve per zhvillimin e turizmit.;
· Modeli i zhvillimit per projektete turistike do te lejonte optimizimin e mjedisit
rrethues. Nje gje e tille do te mund te behej duke marre ne konsiderate k
artakteristikat dhe cilesine mjedisit nga njera ane dhe volumit e shperndarjes
se zhvillimeve te propozuara nga ana tjeter. Rendesia e shkalles, profilit, dhe
mases se ndertimeve duhet marre gjithashtu ne konsiderate pa shkaktuar
deme ne mjedis;
· Persa i perket identitetit, ka nevoje qe te ruhet autenciteti i shtepive rurale
me fokus ne:
- Perdorimin e materialeve autentike, si tulla, avlli, arkitekture lokale, etj.
- Promovimin e restoracionit dhe demonstrimit te projekteve, me fokus ne
rigjenerimin e mjedisit urban
- Nevojen per nje trajtim multi-disiplinar te problemeve qe lidhen me turizmin.
· Planifikimi i turizmit duhet bere duke u bazuar tek kritere te cilesise dhe
integrimit te harmonizuar mes turizmit dhe mjedisit, nje mase qe duhet te
kete rendesi te madhe ekonomike, strategjike dhe politike.
9.3. Infrastruktura
Infrastruktura konsiderohet gjithmone si diçka e realizuar dhe ndikon ne produktin turistik
persa kohe qe mungesat e saj behen te dukshme dhe evidente. Persa i perket kerkesave per
zhvillimin e infrastruktures, realizimi i nje programi te menaxhimit te mbeturinave eshte tejet i
rendesishem. Per zhvillimin e infrastruktures nevojitet angazhimi i sektorit privat dhe publik
per zhvillimin e metejshem te Spillese si destinacion turistik. Per me teper, me rritjen e
ndergjegjesimit te vizitoreve mbi vlerat e larta mjedisore te zones, Spilleja fiton edhe me
shume avantazhe konkuruese. Rikonstruksioni i plote i rruges qe lidh korridorin kombetar te
jugut te Shqiperise me fshatrat e komunes ne fillim te sezonit turistik, do te sjelle avantazhe
te medh per aktivitet turistike ne rajon. Sidoqofte rikonstruksioni i disa rrugeve lokale qe
lidhin produktin kryesore turistik perfaqeson nje tjeter sfide per autoritetet e komunes. Nder
rruget me te rendesishme per t’u rikonstuktuar jane:
· ajo qe lidh fshatin e Spillese me Keshtjellen e Bashtoves; dhe
· rruga qe lidh vendin e propozuar per kamping me rulot.
Rekomandime
Rekomandime
Strategjia qe inkurajon levizje me te madhe te vizitoreve, dhe qe parashikon zhvillimin e
turizmit bregdetar dhe rural, karavanet dhe pushimet me interes te veçante kerkon investime
ne sinjalistiken turistike dhe menaxhimin e trafikut.
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· Sinjalistika – duhet zhvilluar ne menyre te gjithanshme dhe te integruar,
duke iu pergjigjur normave turistike nderkombetare.
· Rruget per kembesoret - shtigjet, sheshet, parqet, siperfaqet e gjelbra,
aksesi drejt detit dhe vendeve te rendesishme duhen integruar dhe
rregulluar per t’i krijuar pervoja me te mira dhe mbreselenese per vizitoret.
· Manaxhimi trafikut, veçanerisht ne zonen e fshatit dhe ne mjediset me
dendesi me te madhe vizitoresh kerkon vemendje ne te ardhmen. Masat qe
mund te merren ne kete drejtim si p.sh. aplikimi i pagesave per hyrjen e
makinave ne zonen e plazhit, parkimi i autobusave, caktimi i zonave strikte
ku nuk lejohet parkimi jane te nevojshme per çlirimin e ngjeshjeve dhe
permiresimin e mjedisit per vizitoret, banoret rezidente dhe bizneset lokale.
9.3.1. Plazhet
Zona e Spillese eshte e shquar per cilesine e plazheve te saj. Me rritjen gjithnje e me te
madhe te kerkesave te vizitoreve per plazhe te pastra aplikimi dhe zbatimi i Etiketes
Kombetare Mjedisore. (EKM) duhet te jete nje objektiv prioritar.
Figura igura 3: 3
3 Pamje nga plazhi i Spillese
9.3.2. Permiresimi urban
Krijimi dhe zbatimi i programeve te permiresimit ambiental per territorin e komunes duhet te
jete nje prioritet per artikitekturen dhe vlerat estetike te zones. Sa me mire te mund te
permiresohen mjediset para dyqaneve egzistuese te zones duke i zbukuruar me lule dhe
elemete te tjere dekorative, aq me atraktive do te behen ato per vizitoret.
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9.4. Shperndarja hapesinore e turizmit
Karakteristikat e zones ofrojne kapacitete te mjaftueshme per shperndarjen e turizmit ne te
gjithe territorin e komunes. Fshati i Spillese do te vazhdoje te jete “thithesi” kryesor i
vizitoreve per shkak te fasiliteteve, atraksioneve dhe sherbimeve qe ofron. Elementet e
meposhtem pershkruajne atraksionet kryesore te zones ne kontekstin e strategjise se
propozuar per zhvillimin e turizmit.
Fshati Fshati i i Spillese: Spillese: Fshati do te vazhdoje te terheqe turiste te cilet deshirojne te perjetojne
B&Bs, shtepite e mikut dhe llojet e tjera te hoteleve familjare. Me nje rritje te numrit te
turisteve ne zone, sfide kryesore per te ardhmen mbetet permiresimi i pamjes dhe i
atraktivitetit te qendres se fshatit duke ruajtur pamjen dhe karakterin lokal. Per kete arsye
duhen pergatitur plane fizibiliteti per restaurimin e jashtem dhe meremetimin e shtepive te
cilat kane pamje me te dukshme. Inkurajimi i zhvillimit te rrjetit tregetar me ate te kateringut
ne zonen e plazhit, duhet konsideruar prioritet per komunen ne te ardhmen.
Plazhi Plazhi i i i Spillese: Spillese: Spillese: Plazhi do te vazhdoje te sherbeje si atraksioni kryesor i turisteve ne zone.
Permiresimi i zones qe lidh territorin e komunes me korridorin kombetar te jugut do te
permiresoje aksesin e turisteve qe duan te vijne ne plazh, bashke me rritjen e numrit te
makinave dhe te nevojes per parkim. Prandaj, ne dallim nga zonat e aferta te Gjirit te
Durresit dhe te Golemit, plazhi i Spillese duhet te ruhet nga zhvillimi i pakontrolluar duke
ofruar hotele dhe motele te vegjel, kampingje dhe karavane dhe pergjithesisht zhvillime ne
shkalle te vogel. Fasilitetet e nevojshme turistike qe lidhen me plazhin si p.sh. sportet ujore,
ecjet neper zonen e bregut, duhen stimuluar per t’u zhvilluar ne te ardhmen, bashke me
mundesite e psonisjes dhe te kateringut.
Fshatrat Fshatrat e e komunes: komunes: Restoracioni i mjedisit rrethues ne fshatrat e komunes, permes
rivitalizimit te dyqaneve dhe objekteve te tjera tregtare duhet te jete prioritet i komunes ne te
ardhmen. Fshatrat kane nevoje te krijojne nje qender me stil dhe arkitekture vendase, dhe
mundesi te zhvillimit te objekteve publike.
Kalate alate e e e Bashtoves Bashtoves dhe dhe te te te T TTurres:
T urres: Keto monumente kulturore te cilat mund te
kombinohen me aktivitetetin e ecjes dhe shetijeve ne natyre, jane shume potenciale per te
terhequr me shume vizitore ne te ardhmen. Rivitalizimi i tyre, i mbeshtetur nga guidat lokale,
se bashku me prezencen e projekteve te ndryshme artizanale dhe te suvenireve, si dhe
organizimi i evenimenteve te ndryshme kulturore do te perbenin apele te fuqishme per
turistet ne te ardhmen.
Fondi Shqiptar i Zhvillimit

Plani i Zhvillimit Lokal - Komuna Kryevidh
9.5. Zhvillimi i burimeve njerezore
Si industri e sherbimeve, cilesia e pervojes turistike varet ne menyre te konsiderueshme nga
sjellja e punonjesve qe nderveprojne me vizitorin. Sfida me te cilen ballafaqohen te gjitha
destinacionet turistike eshte garancia qe te gjitha procedurat dhe mekanizmat e percjelljes
jane funksionale per te siguruar konsistence ne standartet dhe sherbimet qe I ofrohen
vizitorit. Suksesi varet si nga personeli menaxhues, ashtu edhe nga personeli qe eshte ne
kontakt te drejperdrejte me vizitorin. Prania e personelit te trajnuar mire perben nje burim te
çmuar per zhvillimin e turizmit. Industria e turizmit ne komunen Kryevidh ballafaqohet me
nje numer sfidash, si p.sh. permiresimi i nivelit te sherbimit, rritja e numrit te personave te
trajnuar, migracionin e te rinjve ne qytetet e medha, etj.
Arsimi profesional dhe trainimi ne te gjitha nivelet jane faktore shume te rendesishem ne
zbatimin e programit te sigurimit te cilesise. Zhvillimi i vazhdueshem i burimeve njerezore
perben nje aspect, i cili kerkon kryerjen e investimeve nga sektori privat.
Rekomandime
Rekomandime
Rekomandime
· Nevoja e organizimit te nje serie seminaresh per pronaret e hoteleve te
zones, menaxheret e hoteleve dhe te restoranteve perben nje nevoje
urgjente. Keto seminare do te duhet te fokusohen ne sfiden se si mund te
plotesohen me mire nevojat e tregjeve te reja duke iu referuar “praktikave
me te mira” ne destinacionet konkuruese;
· Tok me Shoqaten Shqiptare te Turizmit dhe Universitetin Evropian per
Turizmin pergatitja e moduleve te trajnimit per stafin qe punon ne hoteleri
dhe restoranteri duhet te filloje sa me shpejt te jete e mundur;
· Gjithashtu duhen marre ne konsiderate programet e trajnimit per guida
turistike per individe te veçante me njohuri mbi zonen.
9.5.1. Sherbimet e Informacionit Turistik
Ne çdo destinacion turistik ofrimi i nje sherbimi cilesor informues mund te rrise ndjeshem
perjetimin e vizitorit. Kerkimet ne kete fushe kane treguar qe informacioni i ofruar ne menyre
profesionale dhe ne vend, influencon pozitivisht ne sjelljen e turistit persa I perket
koheqendrimit te tij dhe nivelit te parave te shpenzuara.
Rekomandime
Rekomandime
60
· Do te ishte pozitive krijimi i vendeve ku mund te afishohet vete - informim
nga vizitoret ne pika te caktuara ne zones;
· Duhet marre ne konsiderate krijimi i zyres se informacionit turistik ne hyrje te
fshatit te Spillese, ku ka dhe densitet me te madh te vizitoreve;
· Duhet paraqitur sistemi i sinjalistikes turistike; dhe
· Duhet rekrutuar nje rrjet vullnetaresh qe mund te sherbejne si guida turistike.

61
10. 10. MENAXHIMI MENAXHIMI DHE DHE ORGANIZIMI
ORGANIZIMI
ORGANIZIMI
10.1. Menaxhimi
Kuadri Kuadri rregullues
rregullues
Fushat kryesore te zbatimit te ligjit qe percaktojne cilesine dhe qendrueshmerine e produktit
turistik jane planifikimi dhe kontrolli mbi mjedisin, te shoqeruara me marken e cilesise dhe
kriteret e klasifikimit.
Rekomandime
Rekomandime
Zbatimi rigoroz i kontrollit mjedisor, mbi ndertimet publike dhe private eshte shume i
nevojshem per te siguruar qendrueshemerine e zones si destionacion turistik.
Stimujt
Stimujt
Zbatimi i strategjise se propozuar nuk mund te realizohet pa investime qofte ne sektorin
publik, ashtu edhe ne ate privat. Pervojat e vendeve te tjera ne kete drejtim kane
demostruar perfitimet nga lehtesirat ne ivestime si instrumente te rendesishme per:
· Stimulimin e investimeve ne sektorin privat;
· Terheqjen e kapitaleve ne sektorin turizmit;
· Inkurajimin e rifutjes ne qarkullim dhe zgjerimit te investimeve;
· Garantimin e nje fleksibiliteti me te madh per t’iu pergjigjur situatave
problematike, ose tendencave ne rritje.
Zakonisht, stimujt ne investime perfshihen ne kategori te tilla si - grante; kredi “te buta”,
ose te subvencionueshme; si dhe stimuj te tatim-taksave. Stimujt qe u referohen tatimtaksave
jane pergjithesisht me efektive ne stimulimin e investimeve, dhe pergjithesisht me
atraktive per qeverite.
Rekomandime
Rekomandime
Komuna mund t’i propozioje per miratim nje skeme insentivash qeverise e cila mund te
perfshije:
· Kreditimin e kapitalit financiar per bizneset;
· Lehtesira tatimore, ose subvencionime per shpenzimet e marketingut dhe te
trainimit te fuqise punetore;
Fondi Shqiptar i Zhvillimit

Plani i Zhvillimit Lokal - Komuna Kryevidh
Eshte e rekomandueshme gjithashtu paraqitja e mekanizmave financiare stimulues per
arritjen e objektivave strategjike si p.sh:
· Rikonstruksioni dhe rregullimi i akomodimeve private per vizitoret;
· Zhvillimi i produkteve te reja specifike;
· Permiresimi i mjedisit;
· Investimet ne “atraksionmet”, te cilat gjykohen shume te deshirueshme nga
vizitoret dhe te mundshme per tu realizuar dhe
· Investiment ne marketing dhe zhvillimin e burimeve njerezore.
Perzgjedhja e masave specifike duhet te jete ne funksion te pershtatshmerise, efektivitetit,
dhe eficences administrative te komunes.
10.2. Menaxhimi i Tranzicionit
Konsiderata me e rendesishme ne realizimin e tranzicionit eshte perputhja e kerkeses me
oferten. Eshte shume e rendesishme qe oferta (lloji, cilesia dhe sasia) te te gjithe elementeve
qe formojne produktin turistik te Spillese te zhvillohen ne menyre te qendrueshme. Eshte
gjithashtu shume e rendesishme qe kerkesa per zona turistike te perputhet me zhvillimin e
produktit qe kerkohet nga strategjia.
Per te bere te mundur realizimin e simetrise se siperpermendur eshte i nevojshem
menaxhimii elementeve te shumefishte qe balancojne kerkesen dhe oferten ne turizem.
Rekomandime
Rekomandime
Fazat azat e e zbatimit zbatimit
zbatimit
Zbatimi i suksesshem strategjik kerkon qe ndryshimi I propozuar te jete gradual, ose i ndare
ne faza. Keto faza mund te konsiderohen si tre periudha te veçanta kohore:
- Faza I - viti 2009 shenon adoptimin e strategjise;
- Faza II - vitet 2010-2012;
- Faza III – periudha nga viti 2012 deri ne vitin 2014.
· Proçesi roçesi i i zbatimit zbatimit
zbatimit
Ne proçesin e menaxhimit te implementimit nevojitet te merren parasysh tre faktore integral
qe jane:
- Komunikimi i strategjise tek te gjithe aktoret ne menyre qe te kete nje kuptim dhe
pranim te gjere te asaj qe synohet te arrihet;
- Identifikimi i aktoreve kryesore dhe i roleve perkates per zbatimin e strategjise;
- Krijimi i struktures se pershtatshme per mbeshtetjen dhe zbatimin te strategjise.
62

63
Per zbatimin e strategjise eshte e nevojsshme nje planifikim i detajuar i saj.
10.3. Strukturat Organizative
Menaxhimi dhe zbatimi i strategjise mund te lehtesohet ndjeshem nese do te kete nje
strukture te pershatshme organizative funksionale. Kompleksiteti i industrise se turizmit dhe
rrethi i gjere i interesave te aktoreve te perfshire ne kete sektor, diktojne nevojen e krijimit te
partneritetit publik-privat me qellim lehtesimin e proçesit te planikimit, koordinimin dhe
zbatimin e strategjise se turizmit. Shembujt e praktikave pozitive ne vende te tjera,
evidentojne nevojen e perfshirjes se te gjithe aktoreve ne nje partnerit efektiv sektor publik –
sektor privat.
Per kriijimin e nje partneriteti te tilla rekomandohen strukturat e meposhtme:
Keshilli eshilli i i K KKomunes
K omunes Kryevidh. Kryevidh. Ky organ do te luaje rolin drejtues permes hartimit te
politikave qe do te informojne te gjithe aktoret rreth vendimeve qe do te merren ne lidhje me
turizmin. Keto politika duhet te krijojne gjithashtu shtysa per krijimin e strukturave te reja te
nevojshme per zbatimin e strategjise. Per te qene ne gjendje per te permbushur rolin e tij
mund te jete e nevojshme riorganizimi i struktures organizative te komunes per te garantuar
rritjen e kapaciteteve ne perputhje me kerkesat qe shtron mjedisi i jashtem komercial.
Zbatimi i strategjise lidhet me realizimin e shume detyrave komplekse dhe te veshtira. Per te
garantuar implementimin e tyre, eshte e nevojshme krijimi i lidershipit novator dhe
kompetent ne vendimarrje nga perfaqesuesit e autoriteteve lokale ne bashkepunim te
ngushte me sektorin privat.
Shoqata Shoqata Shoqata e e Hoteliereve Hoteliereve te te Spillese. Spillese. Si organizate qe bazohet ne komunitet, kjo shoqate
mund te inkurajoje dhe te mbeshtese iniciativat e zhvillimit te turizmit per te nxitur zhvillimin e
turizmit ne zone. Roli dhe aktivitetet e saj duhet te perfshijne aktoret publike dhe private si
dhe vullnetaret dhe perfaqesuesit e komunitetit. Nese kjo shoqate do te jete funksionle, ajo
mund te konsiderohet si partnere e shoqatave me te medha te ngjashme me te si p.sh.
Shoqata Shqiptare e Turizmit (ATA), e cila perfshin mbi 120 anetare ne sektoret e
akomodimit, restoranterise dhe agjencite e udhetimeve.
Njesia Njesia per per Zhvillimin Zhvillimin e e T TTurizmit.
T urizmit. Kjo njesi duhet te funksionoje brenda organogrames
se komunes dhe duhet te perfshije perfaqesues nga stafi i komunes dhe sektori privat. Disa
nga detyrat e kesaj njesie mund te jene:
- Krijimi i prioriteteve dhe identifikimi i tregjeve turistike te territorit;
- Lobimi tek qeveria qendrore mbi çeshtjet qe lidhen me turizmitn si p.sh kuadri
rregullues, investimet, çeshtjet e planifikimit dhe ato mjedisore, etj;
- Monitorimi i zbatimit te Planit te zhvillimit te Turizmit per Komunen Kryevidh;
- Marketingu dhe monitorimi i iniciativave specifike te lidhura me zhvillimin e
produktit, menaxhimin mjedisor, marketing promocionin, ofrimin e sherbimeve
cilesore, dhe
- Vleresimi i arritjeve dhe i synimeve te caktuara.
Fondi Shqiptar i Zhvillimit

Plani i Zhvillimit Lokal - Komuna Kryevidh
Sektori Sektori privat. privat. Asnje lloj planifikimi mbi pjesen e investimeve publike nuk mund te çoje
drejt krijimit te avantazheve konkuruese ne turizem pa patur koordinim te ngushte me
sektorin privat ne kete proçes. Fushat kryesore te zhvillimit perfshijne:
64
· Zhvillimin dhe novacionin e produktit: Barra kryesore per zhvillimin e
produktit dhe te sherbimeve turistike per tregjet e synuara dhe segmente te
vecanta te tyre, i bie sektorit privat. Prandaj ky proçes duhet te mbeshtetet
nga standarte te pershtatshme per zhvillimin e lehtesirave te turizmit dhe do
te kerkoje edhe inpute nga konsulentet e perfshire ne zhvillimin e produktit
dhe te sherbimeve me nje identitet specifik te veçante.
· Marketingu dhe Shitjet: Ka nje nevoje urgjente per industrine qe te rishikoje
aftesine e saj ne fushen e marketingut dhe te shitjeve. Kalimi nga varesia
nga tregjet masive drejt atyre te segmentuara, kerkon posedimin e teknikave
te nevojshme te marketingut. Nje gje e tille kerkon perdorimin e
teknologjive bashkekohore ne zhvillimin e programeve te permbushjes se
kerkeses se konsumatorit permes formave direkte dhe indirekte te
marketingut.
· Cilesia e sherbimeve te ofruara: Per industrine e turizmit ne rajon eshte e
nevojshme rritja e nivelit te kompetences ne fushen e menaxhimit te
burimeve njerezore per te transmetuar permes saj nje kulture cilesore ne
ofrimin e sherbimeve. Turizmi ne rajon duhet te coje drejt programeve te
certifikimit te cilesise, qe synojne identifikimin dhe certifikimin e praktikave
bashkekohore te perparuara si kusht per arritjen e avantazheve te turizmit
te qendrueshem.
· Perfshirja erfshirja e e K KKomunitetit
K omunitetit L LLokal
L okal
Rolet dhe prioritetet e autoriteteve lokale dhe te grupeve te komunitetit perfshijne:
- Edukimin e popullsise lokale dhe realizimin e programeve te ndergjjegjesimit;
- Mbrojtjen e mjedisit lokal, promovimin e iniciativave mbrojtese te tij;
- Promovimin e identitetit lokal / rajonal;
- Stimulimin e iniciativave te zhvillimit te produktit lokal ne partneritet me sektorin
privat;
- Ofrimin e sherbimeve per vizitoret; dhe
- Promovimin e traditave mikpritese te zones.

65
REK REKOMANDIME REK OMANDIME PER PER PER ZHVILLIMIN ZHVILLIMIN E E BREGDETIT BREGDETIT NE NE
NE
TERRIT TERRITORIN TERRIT ORIN E E K KKOMUNES
K KOMUNES
OMUNES KR KRYEVIDH KR YEVIDH
Rekomandime dhe nevoje per masa urgjente
Analiza e kontekstit te zhvillimit fizik, mjedisor, institucional dhe human qe eshte paraqitur
ne kete studim, synojne ne indentifikimin e pengesave kryesore dhe te mundesive per
arritjen e objektivave per zhvillimim turizmit ne Komunen Kryevidh. Bazuar ne kete analize,
me poshte jepen disa rekomandime per t’u marre ne konsiderate nga autoritetet e
komunes dhe aktoret e tjere.
Persa i perket urgjences, masat mund te rekomandohen si: urgjente, afat-shkurtra, afatmesme
dhe afat-gjata.
Duke iu referuar shkalles se zhvillimit potencial te turizmit ne bregdetin Spillese, masat e
meposhtme jane te rekomandueshme per t’u marre ne konsiderate:
1. Rripi bregdetar prej 200 m nga deti duhet shpallur si zone bregdetare
veçanerisht e mbrojtur dhe me nje rendesi te veçante per komunen.
2. Çdo ndertim turistik brenda zones se mbrojtur mund te kryhet, vetem pas
miratimit te planit rruegullues per zonen. Perjashtim nga ky rregull mund te
behet vetem brenda zones urbane te fshatrave te komunes. Qellimi i
pergatijes se planit te detajuar eshte percatimi i sistemit te hapesirave te
perbashketa, duke perfshire sistemin e rrugeve dhe sherbimet mbeshtetese
te infrastruktures.
3. Ndertimi i objekteve turistike brenda zones se mbrojtur mund te kryhet
vetem pasi hapesirat publike, te nenkategorizohen ne sistem rrugore,
siperfaqe te gjelbra, ne varesi te kerkesave te planit urbanistik.
4. Te gjitha ndertimet turistike dhe rezidenciale nuk duhen lejuar te ndertohen
ne largesi me te vogel se 100 m nga vija e ujit. Brenda kesaj hapesire, i
ntervenimet e mundshme mund te perfshijne: hapesirat publike, zonat
rekreative, sherbimet ambulatore dhe ato zbavitese turistike, si dhe
infrastrukturen e nevojshme bregdetare, (rruget dytesore, sheshet e
parkimit, etj.)
Fondi Shqiptar i Zhvillimit

Plani i Zhvillimit Lokal - Komuna Kryevidh
5. Ndertimet rezidenciale brenda zones se zhvillimit te turizmit nuk duhen
lejuar. Nuk duhen dhene leje per ndertimin e ndertesave dhe
apartamenteve, te cilat ne shumicen e rasteve perfundojne si objekte per
tregun e pasurive te paluajtshme.
6. Duhen marre masa per te mos lejuar perhapjen e ndertimeve pergjate
plazhit te Sipllese, siç ka ndodhur vitet e fundit ne Plazhin e Durresit dhe te
Golemit. Plani urbanistik ne nivel komune duhet te ofroje kritere te qarta,
mundesisht te matshme, duke iu referuar madhesise se ndertimeve
egzistuese, siperfaqes se tokes ne administrim te komunes, si dhe
parashikimeve mbi zhvillimet turistike ne te ardhmen. Masa te tilla duhet
ta mbrojne zonen bregdetare te Spillese nga ndertimet e pakontrolluara,
duke garantuar nje balance te kerkeses dhe ofertes per troje ndertimi
66
7. Brenda proçesit te planifikimit urban duhen zhvilluar metodika per
vleresimin e gjendjes se objekteve te trashegimise kulturore dhe natyrore, te
cilat mund te vihen ne rrezik nga zhvillimet e mundshme turistike. Keto
vlera, veçanerisht ato te ekosistemit te Spillese perfaqesojne nje atraksion te
rendesishem per industrine turistike, ndaj dhe duhen ruajtur dhe
administruar me kujdes.
8. Turizmi ne Spille nuk duhet lejuar qe te shnderrohet ne nje sektor super
dominant ne zhvillimin ekonomik te zones. Bujqesia dhe peshkimi, te
shoqeruara me industrite perkatese perpunuese, nje sektor i forte
sherbimesh, veçanerisht ai tregtar i kombinuar ne bizneset e turizmit,
ofrojne balance me te mire per diversitetin ekonomik.
9. Zhvillimi masiv i turizmit qe shpesh mundesohet nga investitoret e huaj ka
provuar te shoqerohet me demtime serioze mjedisore, ekonomike dhe
sociale. Nga ana tjeter zhvillimi dominant i turizmit nga investitoret e huaj
sjell nje transferim te konsiderueshem te fitimeve jashte vendit. Ne te
kundert, nje rritje e ngadalshme me zhvillime ne shkalle te vogel dhe me nje
perfshirje te konsiderueshme te investimeve lokale ofron nje mundesi shume
me te mire ne pershtatjen me kushtete egzistuese. Kjo forme sjell gjithashtu
nje perfshirje me te madhe te aktoreve vendas, çka shoqerohet me nje
integrim dhe kthim me te shpejte te perfitimeve per komunitetin lokal.

67
11. 11. K KKUADRI
K ADRI STRA STRATEGJIK STRA TEGJIK – – PERMBLEDHJA
PERMBLEDHJA
E E PLANIT PLANIT TE TE VEPRIMIT
VEPRIMIT
Kostoja e
parashikuar1 Partneret
Pergjegjesi
Kryesor
Rezultati
Koha
Aktivitetet
Ref.
Te gjitjhe
Komuna
Kryevidh
Gjetja e mirekuptimit dhe e
mbeshtetjes nga sektoret
- Private
- Publike
- Vullnetaret
Programe prioritare
2009
Menaxhimi i proçesit
“Pasqyrimi i vizionit” tek te gjjithe aktoret
(lokal / rajonale /kombetare)
- Informime / takime
- Publicitet ne media
1.
1.1
Zyra per Zhvillimin
e Turizmit
Komuna
Kryevidh
Plani vjetor I punes
Identifikim I projekteve prioritare
Identifikimi mundesive te finacimit
Facilitim ne pergatitjen e projekteve
2009
1.2 Krijimi I zyres per zhvilimin e turizmit
Grup i vogel keshillimor aktoresh (nga sektori
publik dhe privat) te cilet mund te kontribojne ne
zhvillimin e strategjise se turizmit)
Takime te grupit ne periudha 3 dhe 6 mujore
Zyra per Zhvillimin
e Turizmit
Komuna
Kryevidh
1.3 Monitorimi i planit te punes 3-mujor Rishikim i progresit
Rifreskim I detyrave per te ardhmen.
1 Kjo kolone permban parashikime te peraferta vetem per propozimet per nderhyrje
ne infrastrukture, aktivitetet promocionale dhe te marketing-promocionit.
Fondi Shqiptar i Zhvillimit

Plani i Zhvillimit Lokal - Komuna Kryevidh
Kostoja e
parashikuar2 Partneret
Pergjegjesi
Kryesor
Rezultati
Koha
Aktivitetet
Programi Strategjik per Zhvillimin e Produktit
Ref.
2.
“Atraksionet e forta”
2.1
Agjencite Publike
Komuna
Kryevidh
Rritja e interesimit per atraksione te reja
ne trashegimin kulturore, zbavitje,
sherbime, etj.
Prioritizim i kampingut te karavaneve dhe I
zhvillimeve ne bregdet.
Prioritizim I investimeve per pjesen e
brendshme te Keshtjelles se Bashtoves.
Ofrimi I produktit per zvbavitje dhe
argetime per veren e vititn 2010.
2009-2014
Zhvillimi i specifikimeve te produktit, permbledhja e
propozimeve per investime dhe I modeleve te
operimit.
2.1.1
Komuna
Kryevidh
Bizneset Lokale te
Turizmit
Sektori Publik /
privat
Task force
Komuna
Kryevidh
“Lista Prioritare” e projekteve te
mundshme per periudhen 2009-2014.
2009 +
Prioritizimi dhe kategorizimi sipas burimeve te
financimit p.sh. finacim Sektor Publik-Sektor Privat
2.1.2
Sektori Publik /
privat
Agjencite qeveritare
Sigurimi i finacimeve per projektet publike
dhe private.
2009 +
Dorezimi i programtit te zhvillimit te sektorit tek
agjencite donator
2.1.3
“Atraksionet e buta”
2.2
Te gjithel
Komuna
Kryevidh
Nxitje e interesimit per pjesemarrje nga
operatoret e biznesit
2009+
Seminare per operatoret / partneret perspektive.
2.2.1
2009+
Prioritizimi dhe kategorizimi sipas burimeve te
financimit p.sh. finacim Sektor Publik-Sektor Privat
2.2.2
Sektori publik/ privat
Lista Prioritare” e projekteve te mundshme
per periudhen 2009-2014 “
2010+
Sherbime keshillimore te specializuara dhe
mbeshtetje nga sektori I biznesit
2.2.3
FSHZH / Bankat
Propozime nga komuniteti i biznesit
2 Kjo kolone permban parashikime te peraferta vetem per propozimet per nderhyrje ne infrastrukture, aktivitetet promocionale dhe te marketing-promocionit.
68

69
Kostoja e
parashkuar
Partneret
Pergjegjesi
Kryesor
Rezultati
Aktivitetet Koha
Ref.
Evenimente
2.3
Bizneset lokale
Mbeshtetje ne vazhdim per evenimentet e
ndryshme egzistuese
2009+
Rivleresimi I mundesive per organzimin e festivaleve
dhe shfaqeve te ndryshme argetuese duke perdorur
edhe konkurencen mes tyre.
2.3.1
Bizneset lokale
Organizatoret e
shfaqjeve
2009+
Support culinary and cultural festivals and events to
become events of regional and national significance.
2.3.2
Krijimi evenimenteve atraktive
Zgjerim I kalendarit te shfaqjeve
egzistuese dhe krijim I evenimenteve te
reja per vitin 2010-2012
2009 +
Target nee event and events funding.
2.3.3
Sektori publik-
Sektori privat
Hotelet
2.4
Shoqata e
Hoteliereve te
Spillese /
Inoversitetit
Evropian per
Turizmin, etj.
Komuna
Kryevidh
Permiresim I stokut te njesive akomodues
Produkte dhe sherbime me te mira dhe
me te fokusuara
Rritje e kenaqesise se konsumatorit
2009-2014
Hotelet egzistuese: inkurajim I zhvillimti te biznesit
permes
- Expozimit ndaj praktikave me te mira
- Organizimit te semnarieve mbi tendencat e reja
dhe shererbimet per t’iu pergjigjur nevojave te
konsumatorit
- Sigurimit te keshillimit professional, mentorshipit,
etj.
2.4.1
Shtepite e mikut dhe B&B-te
2.5
Agjencite donator
Komuna
Kryevidh
Krijimi I sisitemit te regjistrimit dhe I
klasifikikmit te njesive akomoduese
Ripozicioni I produktit me ne imazh te
permiresuar dhe vlere te shtuar
Marketing me efektiv dhe sisteme me
efektive sherbimesh
Permiresim I mikpritjes dhe i sherbimeve
2009+
Zhvillimi I mtejshem I shtepive te mikut dhe i B&B-ve
ne fshatin eSpillese dhe fshatrat e tjere te komunes.
2.5.1
2010+
Permiresimi I mjediseve te perbashketa, si p.sh
recepsion ambentet e ngrenies, etj.
2.5.2
Programe per permiresimin e sherbimeve dhe te
Fondi Shqiptar i Zhvillimit

Plani i Zhvillimit Lokal - Komuna Kryevidh
ndaj vizitorit
2010+
martketingut
2.5.3
Kosotoja e
planifikuar
Partneret
Pergjegjesi
Kryesor
Rezultati
Koha
Aktiviitetet
Ref.
Programi marketingut
3.
Bizneset e Turizmit /
Agjencia kombetare
e Turizmit / Zyra e
Turzimit ne bashki
Komuna
Kryevidh
Pozicionimi i destinacionit ne tregje te reja
brenda dhe jashte vendit
2009-2012
Kerkimi, zhvillimi dhe testimi I nje imazhi te ri
promovues
- Percatimi i imazhit ne konteksti n e produktit dhe
te strategjise se re.
- Integirmi per maksimizomin e sinerigjise dhe
eficencesper pozicionimin pergjate Adriatikut.
Pergatitja dhe miremnbajtja e faqes se internetit
- Zhvillimi I nje faqeje intenerti ne bashkepunim
me bizneset e turizmit qe do te ofroje
informacion dhe rezervime
3.1
3.2
1,800 Euro
Bizneset e Turizmit
dhe te IT se
Komuna
Kryevidh
Akses on-line per konsumatoret
2009+
20,000 Euro
Bizneset e turizmit
dhe te marketingut
Komuna
Kryevidh
Permiresim I efektivitetit dhe i eficences
Organizim I fushatave promocionale
- Publicitete / Marredhenie Publike
- Materiale promocionale
- Fushate marketingu
- Pjesemarrjen ne panaire
- Udhetime familjarizimi per gazetaret
- Monitorim dhe vleresim vjetor
3.4
2009+
_
AKT / ATA
Komuna
Kryevidh
Penetrim ne segmentin e marketingut dhe
perfshirje e tur-operatoreve ne program.
Marketingu I intersave te veçante
- Ekspolirm I natyres
- Trashegimi kulturore
- Turizem rural
- Peshkim
- Aktivitete ne natyre
3.5
2009+
Kryerja e vrojtimeve ne marketing mbi:
- Profilin vizitoreve.
- Tregjet potenciale / segmente te ndryshme
3.5
_
Zyrat e konsulences
se turizmit
Komuna
Kryevidh
Informacion dhe sherbime te permiresuara
2009+
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71
Kostoja e
planifiikuar
Partneret
Pergjegjesi
Kryesor
Aktivitetet
Ref.
Rezultati
Koha
Programi I sigurimit te cilesise
\
Permiresimi i Mjedisit
4.
Agjencia Rajonale e
Mjedisit
Kryevidh
Commune-
Sektori Privat
4.1
Permiresim mjedisor I zones
2009-2012
Programe per permiresimin e mjedisit urban te
komunes.
4.1.1
Universiteti
Evriopian per
Turizmin
2010-2012 Restaurim i arkitektures vendase Kryevidh
Commune
4.1.2 Seminare keshilluese dhe sherbime profesionale per
te inkurajuar dhe ndihmuar pronaret dhe ndertuesit e
objekteve.
Infrastruktura
4.2
35,000 Euro 3
FSHZH
Komuna
Kryevidh
Akses direkt ne plazh
2009-2010
Ndertimi I rruges prej 240 m qe lidh hyrjen e Spillese
me vendin e propozuar per kamping me rulota.
4.2.1
FSHZH
10,000 Euro
Permiresim I sherbimeve
2009-2010
Ndertimi i Tualeteve dhe Bareve te hapura pergjate
plazhit
4.2.2
FSHZH
55,000 Euro
Professional
Services
Tourism Businesses
Akses drejt zonave te trashegimise
kulturore
2010-2013
Rehabilitimi I rruges qe lidh fshatin e Spillese me
Keshtjellen e Bashtioves
4.2.3
Instalimi I kolektorit per ujerat e zeza
100,000 Euro
Kolektor i permiresuar I ujerave te zeza
2010+
4.2.4
Drejtoria e
Pegjithshme e
Rrugeve
Ndertimi i shtigjeve per ecje dhe biçiklizem
Cikle turesh
2010+
4.2.5
Programet e Menaxhimit te Trafikut
Reduktim I bllokimeve e trafik
Parking I permiresuar
2009+
4.2.6
3 Kjo eshte nje shifer e perafert e dhene nga nje ekspert rrugesh.
Fondi Shqiptar i Zhvillimit

Plani i Zhvillimit Lokal - Komuna Kryevidh
Kostoja e
planifikuar
Partneret
Pergjegjesi
Kryesor
Rezultati
Koha
Aktivitetet
Ref.
Program I menaxhimit te Plazhit
4.3
Dhoma Shqipatere
e Tregtise
Shoqata Shqiptare
e Turizmit
Komuna
Kryevidh
Status I EKM
Çdo vit
Aplikimi i etiketes kombetare mjedisore (EKM)
4.3.1
Permiresim I pastertise dhe I administrimit
te plazhit
Çdo vit
Administrim I plazhit dhe program per pastrimin e tij
4.3.2
Zhvillimi I burimeve njerezore
4.4
15,000 Euro
Task force /
bisneset e turizmit /
Universiteti
Evropian per
turizmin
Komuna
Kryevidh
Mbeshteteje me e madhe per turizmin
2010 +
Fushate per ndergjegjesimin e publikut
4.4.1
Identifikim I nevojave per trajnim
2010 +
Rritja e aftesive profesionale
4.4.2
Permiresimi sherbimit turistik
Çdo vit
Organizimn I kurseve te trajnimit
4.4.3
Permiresim I cilesise dhe I praktikave
menaxhuese
Çdo vit
Ture te “praktikave me te mira”
4.4.4
Sherbimet e informacionit turistik
4.5
3, 000 Euro 4
Bashlkia e Kavajes/
Agjencia Kombetare
e Turizmit
Komuna
Kryevidh
Informacioin I permiresuar dhe cilesor
tuiristik
2010+
Ngritja e nje kioske per informacion turistik ne fshatin
Spille
4.5.1
2010+
Rritje e profesionalizmit ne ofrimin e
sherbimeve te turizmit
Zhvillimi I metodave te reja te transmetimit te
infiormacionit
4.5.2
2011+
Pergatija e vullnetareve dhe e guidave turistike
4.5.3
4 Duke perfshire edhe materialet promocionale
72

73
Kostoja e
parashikuar5 Partneret
Pergjegjesi
Kryesor
Rezultati
Koha
Aktivitetet
Programi Strategjikk per Zhvillimin e Produktit
Ref.
2.
“Atraksionete forta”
2.1
Agjencite Publike
Komuna
Kryevidh
Rritja e interesimit per atraksione te reja
ne trshegimine kulturore, zbavitje,
sherbime, etj.
Prioritizim iI kampingut t karavaneve dhe I
zhvillimeve ne bregdet.
Prioritizim I investimeve per pjesen e
brendshme te Keshtjelles se Bashtoves.
Ofrimi I produktit per zvbavitje dhe
argetime per veren e vititn 2010.
2009-2014
Zhvillimi i specifikimeve te produktit, permbledhja e
propozimeve per investime dhe I modeleve te
operimit.
2.1.1
Komuna
Kryevidh
Bizneset Lokale te
Turizmit
Sektori Publik /
privat
Task force
Komuna
Kryevidh
“Lista Prioritare” e projekteve te
mundshme per periudhen 2009-2014.
2009 +
Prioritizimi dhe kategorizimi sipas burimeve te
financimite p.sh. finacim Sektor Publik-Sektor Privat
2.1.2
Sektori Publik /
privat
Agjencite qeveritare
Sigurimi i finacimeve per projektet publike
dhe private.
2009 +
Dorezimi i programtit te zhvillimit te sektorit tek
agjencite donatore
2.1.3
“Atraksionet e buta”
2.2
Te gjithel
Komuna
Kryevidh
Nxitje e interesimit per pjesemarrje nga
operatoret e biznesit
2009+
Seminare per operatoret / partneret perspektive.
2.2.1
2009+
Prioritizimi dhe kategorizimi sipas burimeve te
financimite p.sh. finacim Sektor Publik-Sektor Privat
2.2.2
Sektori publik/ privat
Lista Prioritare” e projekteve te mundshme
per periudhen 2009-2014 “
2010+
Sherbime keshillimore te specializuara dhe
2.2.3
5 Kjo kolone permban parashikime te peraferta vetem per propozimet per nderhyrje ne infrastrukture dhe aktivitetet
promocionale dhe te marketing-promocinit.
Fondi Shqiptar i Zhvillimit

Plani i Zhvillimit Lokal - Komuna Kryevidh
FSHZH / Bankat
mbeshteteje ngfa sektori I biznesit Propozime nga komuniteti i biznesit
Evenimente
2.3
Bizneset lokale
Mbeshtetje ne vazhdim per evenimentete
e ndryshme agzistuese
2009+
Rivleresimi I mundesive per organzimin e festivaleve
dhe shfaqhecve te bdryshgne argetuese duke
perdoru edhe konkurencen mes tyre.
2.3.1
Bizneste lokale
Organizatoret e
shfaqjeve
2009+
Support culinary and cultural festivals and events to
become events of regional and national significance.
2.3.2
Krijimi evenimenteve atraktive
Zgjerim I kalendarit te shfaqjeve
egzistuese dhe krijim I evenimenteve te
reja per vitin 2010-2012
2009 +
Shinjestrimi i eventeve te reja
2.3.3
Sektori publik-
Sektori privat
2.4
Hotelet
Shoqata e
Hoteliereve te
Spillese /
Inoversitetit
Evropian per
Turizmin, etj.
Komuna
Kryevidh
Permiresim I stokut te njesive akomodues
Produkte dhe sherbime me te mira dhe me
te fokusuara
Rritje e kenaqeise se konsumatorit
2009-2014
2.4.1
Hotelet egzistuese: inkurajim I zhvillimti te biznesit
permes
- Expozimit ndaj praktikave me te mira
- Organizimit te semnarieve mbi tendencat e reja
dhe shererbimet per t’I pergjigjur nevojave te
konsumatorit
- Sigurimit te keshilimit professional, mentorshipit,
etj.
2.5
Shtepite e mikut dhe B&B-te
Agjencite donatore
Komuna
Kryevidh
Kriji I isitemit te regjistrimit dhe I
klasifikikmit te nejsive akomoduese
Ripozicicionii I prodiktit me ne imazh te
permiresuar dhe vkere te shtuar
Marketing me efektiv dhe sisteme me
efektive sherbimesh
2009+
2.5.1
2010+
Zhvillimi I mtejshem I shtepive te mikut dhe i B&Bnene
fshation eSpillese dhe fshatrat e tjere te
komunes.
2.5.2
Permiresimi I mjediseve te perbashketa, si p.sh
74

75
Permiresim I mikpritjes dhe i sheerbimeve
nddasj viziorit
recepsion ambentet e ngrenies, etj.
2010+
2.5.3
Programe per permiresimin e sherbimeve dhe te
martketingut
Programi marketingut
3.
Bizneset e Turizmit /
Agjencia kombetare
e Turizmit / Zyra e
Turzimit ne bashki
Komuina
Kryevidh
Pozicionimi i destinacionit ne tregje te rej
brdna dhe jashte vendit
2009-2012
Kerkimi, zhvillimi dhe testimi I nje imazhi te ri
promovues
- Percatimi i imazhit ne konteksti n e produktit dhe
te srtategjise se re.
- Integirmi per maksimimizomin e sinerigjise dhe
eficencesper pozicionimin pergjate Adriatikut.
3.1
3.2
1,800 Euro
Bizneset e Turizmit
dhe te IT se
Komuna
Kryevidh
Akses on-line per konsumatoret
2009+
Pergatitja dhe miremnbajtja e faqes se internetit
- Zhvillimi I nje faqeje intenertit ne bashkepunim
me bizneset e turizmit qe do te ofroje
informacion dhe rexzervime
20,000 Euro
Bizneset e turizmit
dhe te marketingut
Komuna
Kryevidh
Permiresim I efektivitetit dhe i eficences
3.4
2009+
Organizim I fushatave promocionale
- Publicitete / Marredhenie Publike
- Materiale promocionale
- Fishate marketingu
- Pjesemarrjen ne panaire
- Udhetime familjarizimi per gazetaret
- Monitorim dhe vleresim vjetor
_
AKT / ATA
Komuna
Kryevidh
Penetrim ne segmentmin e marketiongut
dhe perfshirje e tur-operatoreve ne
program.
3.5
2009+
Marketingu I intersave te veçante
- Ekspolirm I natyres
- Trashegimi kulturore
- Turizem rural
- Peshkim
- Aktivitete ne natyre
Fondi Shqiptar i Zhvillimit

Plani i Zhvillimit Lokal - Komuna Kryevidh
3.5
_
Zyrat e konsulences
se turizmit
Informacion dhe sherbime te permiresuara Komuna
Kryevidh
2009+
Kryerja e vrojtimeve ne marketing mbi:
- Profilin vizitoreve.
- Tregjet potebnciale / segmente te ndryshme
Programi I sigurimti te cilesise
\
Permiresimi i Mjedisit
4.
Agjencia Rajonale e
Mjedisit
Kryevidh
Commune-
Sektori Privat
4.1
Permiresim mjedisor I zonbes
2009-2012
Programe per permiresimin e mjedisit urban te
komunes.
4.1.1
Universiteti
Evriopian per
Turizmin
2010-2012 Restorimm i arkitektures vendase Kryevidh
Commune
4.1.2
Seminare keshilluese dhe sherbime profesionale per
te inkurajuar dhe ndihmuar pronaret dhe ndertuesit e
objekteve.
Infrastrustrukura
4.2
35,000 Euro 6
FSHZH
Komuna
Kryevidh
Akses direct ne plazh
2009-2010
Ndertimi I rruges prej 240 m qe lidh hyrjen e Spillese
me vendin e propozuar per kamping me rulota.
4.2.1
FSHZH
10,000 Euro
Permiresim I sherbimeve
2009-2010
Ndertimi i Tualeteve dhe Barev te hapura pergjate
plazhit
4.2.2
FSHZH
55,000 Euro
Professional
Services
Tourism Businesses
Akses drejt zonave te trashegimise
kulturore
2010-2013
Rehabilitimi I rruges qe lidh fshatin e Spillese me
Keshtjellen e Bashtioves
4.2.3
Instalimi I kolektorit per ujrat e zeza
100,000 Euro
Koletuar i permiresuar I ujrave te zeza
2010+
4.2.4
Drejtoria e
Pegjithshme e
Nderimi im hstigjeve per ecje dhe biçiklizem
Cikle turesh
2010+
4.2.5
6 This figure is a rough estimation provided by a roads construction expert.
76

77
Rrugeve
Traffic Management programs
Reduktim I bllokimeve e trafik
Parking I permiresuar
2009+
4.2.6
Program I menaxhimit te Plazhit
4.3
Dhoma Shqipatere
e Tregtise
Shoqata Shqipater
e Turizmit
Komuna
Kryevidh
Status I EKM
Çdo vit
Aplikimi i etiketes kombetare mjedisore (EKM)
4.3.1
Permiresim I pastertise dhe I administrimit
te plazhit
Çdo vit
Adminisutrim I plazhti dhe program per pastrimin e tij
4.3.2
Zhvillimi I burimeve njerezore
4.4
15,000 Euro
Task force /
bisneset e turizmit /
Unioversiteti
Evropian per
turizmin
Komuna
Kryevidh
Mbeshteteje me e madhe per turizmin
2010 +
Fushate per ndergjegjesimin e publikut
4.4.1
Identifikim I nevojave per trajnim
2010 +
Rritja e aftesive profesionale
4.4.2
Permiresimmi sherbimit turistik
Çdo vit
Organizimn I kurseve te trajnimit
4.4.3
Permiresimm I cilesise dhe I praktikave
menaxhueses
Çdo vit
Ture te “praktikave me te mira”
4.4.4
Sherbimet e informacionit turistik
4.5
3, 000 Euro 7
Bashlkia e Kavajes/
Agjencia Kombetare
e Turizmit
Komuna
Kryevidh
Informacioin I permiresuar dhe cilesor
tuiristik
2010+
Ngritja e nje kioske per infoamcion turistik ne fshatin
Spille
4.5.1
2010+
Rritje e profesionalizmit ne ofrimn e
sherbimeve te turizmit
Zhvillimi I metodave te reja te transmetimit te
infiormaionti
4.5.2
2011+
Pergatija e vullnetareve dhe e guidave turistike
4.5.3
7 Including the production of simple promotional materials
Fondi Shqiptar i Zhvillimit

Plani i Zhvillimit Lokal - Komuna Kryevidh
78

79
Tourism
Development Plan
Commune of Kryevidh
Fondi Shqiptar i Zhvillimit

Plani i Zhvillimit Lokal - Komuna Kryevidh
This tourism development plan for the Commune of Kryevidh was designed in the
framework of “Community Works III” Project, financed by CEB (Council of Europe
Development Bank) and implemented by ADF (Albanian Development Fund). The strategy is
prepared by Europartner Development, the agency commissioned by Albanian Development
Plan for preparation of this Tourism Development Plan.
80

81
1. 1. INTRODUCTION
INTRODUCTION
1.1. Project Background.
The Albanian Development Fund (ADF) has commissioned the EuroPartners Development to
produce the Tourism Development Plan for the Commune of Kryevidh. The preparation of
the study will be enabled by Community Work Project III and funded by the Council of
Europe Development Bank. Its purpose is to assist the commune leaders in drafting a
development plan that will guide tourism development for the years 2009-2014. The
strategy will be designed to assist in the realization of the considerable potentials for tourism
development by providing a framework for the encouragement of public and private sector
investments through promoting sustainable coastal development in partnership with the
local people, authorities and business.
The coastal area of the Commune of Kryevidh (also known as Spilleja ecosystem) remains
one of the most valuable assets of the Adriatic Sea from both the development and
environment point of view. With the population and pollution pressures concentrated largely
in the adjacent area of Golem and Durres, there are few coastal areas left underdeveloped
of pristine along the whole Adriatic Sea. Therefore, integrated development planning is key
to the sustainable development of tourism and agriculture sectors, the two most promising
pillars for sustainable development of Kryevidh Commune.
The fragile social and economic context in the coastal ecosystem of Spilleja and also the
chaotic development in neighboring areas suggest that the current situation should be
evaluated carefully and engage the public administration authorities and local communities
in a conscientious effort for a strategic tourism planning which considers the effects of the
following:
· Socio-economic and environmental impacts of current developments;
· Balancing development demands on the territory to prevent the deterioration
of tourist resources services and opportunities for development in the future;
· Effective enforcement of the land use and building regulations; and
· Need for protection of coastal resources of the commune critical to support
the development of sustainable tourism.
The Commune of Kryevidh finds itself in a privileged situation as it is endowed with one of
the finest and least developed coast of the Adriatic Sea. Combined with emerging tourism
development, this area has to benefit from bad experiences in the region and from
Fondi Shqiptar i Zhvillimit

Plani i Zhvillimit Lokal - Komuna Kryevidh
sustainable development principles. In addition to the methodological tools described in the
section that follows, the translation of sound strategic principles into practical and
community-acceptable measures, represents an added value for the proposed development
plan of the commune.
The preparation of the study will enable the representatives of Kryevidh Commune to react
to identified tourism potential and be proactive in leading developments, in partnership with
private sectors investors. It should also help Albanian and international funding agencies
prioritize their investment in developing infrastructure for the region. The strategic plan
produced should not totally constrain the commune authorities but will enable a flexibility of
approach as circumstances change.
1.2. Project Purpose and Objectives
The overall objective of the project is to prepare a strategic plan for tourism development for
the Commune of Kryevidh. Output of the project will be the preparation of a tourism
development plan which will be focused on:
Socio-economic profile of the commune (describing the overall features of the area being
studied, such as demographic data of the population, local economy, state of the
environment and the presence of business activities in the studied area, etc.)
Tourism Potentials, highlighting the distinctions of the setting, and its qualities regarding the
natural and cultural heritage resources.
Description of existing applied tourism type explaining what type of tourism is applied in the
area and other relevant existing data.
Situational Analysis: Based on gathered data, a SWOT Analysis related to tourism
development will be conducted in close collaboration with local authorities, community and
business representatives.
Tourism Development Strategic plan which will address the further development of tourism
in coastal area of Kryevidh including tourism possibilities that will be developed, local group
involved, economic benefits new tourism products that need/can be developed, etc.
Action Plans and the key actors that will be involve, timing and cost for each of them.
All the above mentioned will be drawn in close collaboration with local groups and the
commune representatives.
The time horizon for Tourism Development Plan of Kryevidhi Commune is 5 years and will
start at the time of its adoption by the commune authorities.
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1.3. Study Area
The plan preparation will cover the coastal ecosystem of Spilleja, laid down between the
rock formation of Bardhori area and river mouth of Shkumbin. It is 8 km long and is
associated with a very dense belt of pine trees and a formation of sandy dunes.
Map No. 1 Study Area
Legend: Beach Zone for Tourism Development Natural Forest X Culture Monument
Spilleja village Dunes Bunkers Lagoon Agriculture Area
Sand and Pebble Beach Wetlands Pine Forest Recreation and Ecotourism
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Determining the areas of the study is an important task. It involves choosing a sufficiently
zone to deal with all issues and activities that have an important impact on tourism
development, but are of a reasonable size so that they can be analyzed in adequate detail.
At the start of the assignment, a rapid review of the boundary area was made with the aim
to analyze:
· Physiographic features on the coastal villages that will be included in the
development plan;
· Economic/environmental interactions, important for the subsistence of
coastal population;
Taking into account the places with most considerable tourism potentials and the five year
time span, the consultant suggest that the study area include:
· The coastal plain of Spilleja with particular focus on Spilleja beach, which is
8 km long and averagely 30-40 m wide as showed by the Map No.1.
· The associated belt of pine trees, which is the most important part of the
ecosystem.
· The Bashtova Castle, which represent a magnetic culture heritage site that
can successfully be used for tourist purposes.
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2. 2. PLANNING PLANNING PROCESS PROCESS, PROCESS , METHODOL
METHODOLOGIES
METHODOL OGIES
AND AND T TTOOS
T OOS
The EuroPartners Development undertook the preparation of tourism development plan for
the commune by conducting:
· An initial detailed briefing by representatives of ADF;
· Detailed desk research by the consultants aimed at reviewing relevant
documents, data and published materials;
· An initial field trip and a detailed survey of this tourist site in order to assess
the potentials for tourism development;
· Meetings with local authorities such as the Mayer, deputy Mayer , head of
Urban Office, chairman of the Commune Council, and also representatives
from the Ministry of Tourism, Culture and Sports, Ministry of Public Works
and Territorial Planning, etc;
· In-depth consultations were held with a wide representatives of the key
stakeholders within the are, including community representatives, NGOs
and local tourism business operators.
The purpose of these meetings and consultations was to collect more detailed information
about the socio-economic profile of the commune, its potential economic sectors, current
tourism developments, urban plan, infrastructure requirements, etc.
In addition, an assessment of internal and external environment affecting the tourism
development through collecting input from internal and external stakeholders of Kryevidh
Commune regarding the future development. The organizing framework for conducting
such assessment was the instrument of SWOT Analysis.
Upon the signature of the contract the consultant, supported by ADF representatives,
undertook a rapid assessment in the study area with the purpose of:
· investigating, identifying and evaluating the tourism activities
in the tourist area;
· recommending the most appropriate methodology and tools for preparation
of the study.
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From the assessment it was clear that there is a:
· Lack of infrastructure and poor sanitation standards. The main roads
linking the commune with the national road corridor are in a very bad
conditions and not suitable for tourism purposes.
· Lack of urban planning and functional zoning.
· Relatively well preserved land, nature resources and valuable landscapes
along the coastal area of Spilleja and Greth villages.
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3. 3. T TTOURISM
T OURISM DEVEL DEVEL DEVELOPMENT DEVEL OPMENT STRA STRATEGIES
STRA TEGIES
3.1 Assessment of Tourism Development Reports for Albanian
Adriatic Coast
As part of background analysis made in this chapter, four tourism development reports were
analyzed. A brief summary of them is presented below:
3.1.1. Tourism Development Strategy in Albania, 2002-2012
This study prepared by the Ministry of Territory Adjustment and Tourism with technical and
financial support of GTZ, represents a general master plan for tourism development in
Albania. The strategy aimed to:
· Construct 50 hotels and create 10000 new tourist beds on Adriatic Coast
till the end of 2012.
· Increase “private rooms” by 34%, 1 and 2 stars hotels by 15%, 3 stars by
25%, 4 stars by 20 % and 5 stars by 6 %.
· Increase the overnights of international tourist in the long term by 50 % for
sun and sand stays, 25% for business and 25 percent for convention
tourism.
· 40 % of overnights will originate from Western European counties, mainly
from Germany, UK, and Scandinavia, 30 % from Southern European
markets (Greece, Macedonia, Kosovo) and 20 % from Poland and Russia.
The main strategic orientations are related with:
· Competitors, Croatia, Montenegro, Bulgaria, Greece, Cyprus and Turkey.
· The international focus is to capitalize on “niche market|” with focus on sun
and sand beach tourism on the long term.
· Price oriented families between 28 to 45 years with children and young
couples.
· Positioning: “Albania known as an interesting new tourism destination at the
Mediterranean Sea with value for money packages”
More specifically, in regard to regional tourism development and accommodation for sun
and beach tourism, for the Spilleja area it is planned the construction of beach hotels, three
and four star category in a large scale setting.
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3.1.2. Tourism Sector Strategy 2007-2013
This document was prepared in line with the objectives of the Albanian Government for
coordinating the strategies of different sectors of the economy. It also aims to upgrade the
output of the above mentioned strategy and its coordination with the Strategy and Action
Plan for the Development of Natural and Environmental Tourism, prepared by UNDP.
One of the main objectives of this strategy is achieving a geographical balance in
distributing the tourist activities all over Albania. Regarding the tourism development
along the Adriatic Sea, the strategy points out that the development should be rigorously
controlled, in accordance with existing legal framework. Due to the plain terrain it is
recommended the construction of low-rise hotel resorts and tourist villages will blended in
to the surrounding environment. Other types of development could be the constructions of
camping sites and caravans together with water activities. The strategy emphasizes the
need to balance the local with international tourism and requires the preservation of local
architectonic style by using indigenous materials. The suggested carrying capacities for the
Adriatic Coastal area are 100 tourists/ha.
3.1.3. The Coastal Zone Management Plan – The Region of
Durresi Vlora
This report covers the central part of Albania’s coast which stretches between Ishmi River
and Orikumi Logoon. All proposals in the plan were evaluated through the following
criteria:
· Biodiversity and Environmental protection
· Tourism, Conservation and Cultural Heritage
· Institutional Capacity Building
88
The report classifies Spilleja Beach as one of most attractive of the Albanian Coast for the
development of a concentrated type of tourist accommodation capacities (Type A). It
includes tourist settlement, hotels and accompanying sports and services facilities. This zone
is expected to be developed by prevailingly “large” foreign investors, who will put money in
tourism establishments adequately equipped with infrastructure.
3.1.4. Potential Development of Tourism in Albania:
Environmental and Institutional Aspects
This study analyses types of possible tourism development and specific measures of
protection for the sites along Adriatic and Ionia Sea. Regarding Spilleja area, the study
underlines the natural and cultural assets of the area and suggests that no tourism
infrastructure have to be permitted in this area.

89
3.2. THE COMMUNE’S PROFILE
3.2.1. Climate
Generally Albania’s climate is Mediterranean with several sub-regional types (plains, hills
low and high mountain).Climatically, the region of Kryevidh belongs to the Albanian western
lowlands, or the coastal plain. The average annual rainfalls in the region amounts to 950-
1,200 mm. The number of days with precipitation of more than 1 mm varies from 85-100
days. The wettest month is November (160 mm), the driest ones are July and August (40-
42 mm). Snow is a rare phenomenon. The springs are small and often temporary. Their
discharge is 15-20 l/sec. A part of them get dry during the summer. The inhabitants of the
area are using them, but they can not supply satisfactory their needs. Many inhabitants for
that reason have opened wells near to their residences, whose depth is 6-10m.
The monthly and annual figures speak of a considerable number of hours of uninterrupted
sunshine in the area, supplying it throughout the year with up to 2,092 kwh per one meter
square.
The average annual temperature ranges between 15.5 and 16ÚC, the absolute
temperature minimum varies between -2 and -5ÚC for only 15-30 days a year. The
average temperature of the winter is 9.1ÚC, while that of summer is 23ÚC. Due to the sea
influence, winters are wet and comparatively warm. In addition to this, the conformity of the
thermal regime is the result of the terrain’s small variations in attitude. They create good
conditions for the hygrofile vegetation and the beach bathing in the period May-October.
The vegetation period starts in the first days of March and lasts until the first days of
December. Such a thing facilitates the growth of a large number of different crops.
There is no particular wind that prevails in the commune’s coastal villages. In winter, the
most frequent one blows from southeast, in the summer season, the prevailing wind blows
from north-western direction. The wind velocity in winter varies between 1.6 and 5.7 m/s,
the windiest month being February.
3.2.2. Coastal Geomorphology
The segment from Cape i Lagjit till Divjaka, within which the project area is located,
represent the most dynamic part of the Adriatic Coat. This part is the result of sediment
transport at the present and past river mouth of Shkumbini, expansion of coastal plain
towards the sea and the creation of alluvial beaches. The most dynamic parts are the
broader sections at the river mouth where areas of erosion and deposition are the
consequence of the altering river mouth. In some areas new lagoons are forming, i.e. Kular
Logoon south of Shkumbini river mouth, while some sections are affected by strong erosion
process.
A part of Lagji Peninsula are amongst the only cliffy section of Durrësi-Vlora coastline where
mild recession is in process.
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3.2.3. Soils and vegetation
90
The geological, climate factors and the vegetation have defined the soil type of Spilleja
ecosystem. The human impact through bonification works has also influenced in this
direction. The gray brown soils are situated on the hilly area. They have full profile and are
suitable for the cultivation of fruit, vegetables, olive grows and vineyards. The meadow grow
gray brown soils are situated in the fields of Spilleja and Rreth Greth. They have full profile
and thickness of humus. The underground waters are shallow, so they need drainage.
The alluvial soils are situated along Shkumbin river mouth. They have small profile, are poor
in humus and need systemizing and fertilizers to be used for agriculture development. The
marshes are situated close to Spilleja beach. A part of them are bonificated. They have
dense hygrofile vegetation. Close to the low coast there exist the salty soils, which have 0.2-
1 % salt.
The coastal ecosystem of the area has a rich diversity of the wild worlds (flora and fauna)
There are plenty of biotypes like: Mediterranean bushes, hygrophile vegetation, herbage
vegetations on the sand, etc. The most worldwide spread are the following bush types:
Arbutus unedo, Erica aborea, pistacia lentiscus, myrtus communis, spantious janceum.
There exist also high trees such as: fraxinus, quercul ilex, quercus laguinosa, etc. In the river
mouth of Shkumbin there are plenty of hygrophile vegetation. The previous forests are
totally destroyed. There are some trees along the left bank of river. The most widespread is
marina maritime.
Fauna is also rich in the area, although maltreated during the last 20 years. The most
import species is Pelicanus cryptious, which comes for feeding from the Karavasta Logoon
to the river mouth of Shkumbin during the day. Other species include diffrenet types of
reptilias, turtle, viper, Lizard, etc. Too rich is also the world of birds, to be mentioned are:
Partridge, Pies, Owl, Barn owl, etc.
Nevertheless, due to increase of population, construction of military bunkers and the
increase of the arable land have the area’s bioderviosty has occurred loses. Some
vegetation types are endangered to be disappeared (el tree, laurel, etc.) Fauna in the area is
also subject to heavy damages. It is decreased due to the demage of the land cover,
extension of arable land, using pesticides and illegal hunting. Among the most endangered
species one my found: Meles meles, Lutra, lutra, Mustela Nivalis, Lepus europaeous,
Sciurus vulgaris, erinaceus europeus, etc.
3.2.4. The Population Structure and Dynamics
The administrative territory of Kryevidhi Commune lies in the upper part of Shkumbini river
mouth and occupies e general surface of around 60 km 2 . Within this territory exert their
activity 10 villages, with an average distance 2.4 km from each-other. The average latitude
above the sea level varies form 5 m for the villages of Spilleja and Rreth-Greth, to 10-40 m
for Ballaj and up to 100 m for the villages of Kryevidh, Stëbeg, Spanesh and Domën. The

91
distance of these villages from the shore line varies from 800 m (Spilleja) to 1300 m
(Spanesh) and up to 6500 m (Kryevidh).
In November 2008, the population, living in this area encountered 8702 inhabitants, out of
which 4463 were male and 4239 females. The average density of inhabitants accounts for
144 dweller/ha. This population mainly consists of autochthons with very few people
coming form the hilly and mountainous areas. The average growth rate of the population of
the commune between the years 1989-2008 has been around 1.003 thus demonstrating
the mechanical influx of habitants to other areas and abroad.
This population is spread to around 2233 families, thus having an average of 3.89
habitants per family. After the year 1990, the average natural growth rate has been around
91 persons per year. As far as the migration inflow is concerned, the average of incoming
persons is estimated at around 396 per year, whereas the outgoing 340.
The main characteristic of the present commune’s demography is its young population as a
result of the high fertility and natural growth rates. The limited and decreasing natural
growth is compensated for by immigration flows moving toward coastal areas from other
parts of the country.
In total, the population dynamics of the commune for the last 30 years is presented in the
table below:
Years 1960 1969 1979 1989 2008
Villages M F M F M F M F M F
Kryevidh 715 357 956 475 1315 642 1576 747 780 723
Ballaj 367 179 482 232 617 299 2518 1169 455 441
Rreth Greth 588 284 648 295 1216 582 1011 490 481 481
Patk-Milot 374 176 503 314 - - - - 218 202
Zhabjak 589 277 774 358 992 462 - - 718 689
Spanesh 181 93 244 123 281 144 833 392 330 288
Spille 449 226 589 295 393 187 878 427 413 397
Domën 332 149 404 200 889 429 619 303 262 243
Stërberg 516 237 680 317 1349 682 1167 591 516 497
Shardushk 234 121 316 160 - - - - 290 278
COMMUNE 4345 2099 5596 2669 7052 3427 8602 4119 4463 4239
Source: Central Albanian Archive: Fund No. 495. Years 1945-1989
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Population opulation opulation projections
projections
The changes of political system, the completion of land and economy privatization and the
expected development of previously neglected economic activity of tourism, more dynamic
population movements can be expected in the future. The following factors and processes
are likely to affect the region’s population balance in the next ten years:
a. Scarce natural resources and weak economic base of the hilly pars of the region might
cause further population migrations towards the coastal area of the region;
b. The development of tourism, agriculture and provision of better services will offer better
opportunitities for job creation, attracting population from the areas, in the region and
beyond;
c. The Albania’s potential integration into the European family could cause that a portion of
economic emigrants will come back with the aim to develop their own business at home.
d. While the urban population will continue to grow, the natural growth rate will show a
slight decrease.
These “push” and “pull” factors influencing the population movements and their balance in
the region are expected to have the following consequences:
• Taken as a whole, the region’s population will grow at a rate higher than that of the
natural
growth owing to migrations from Albania’s interior areas.
• At a later stage, smaller settlements along the coastal area, and particularly near the
villages of
Spilleja and Greth, will also grow.
The attracting power of Kryevidh Commune is somewhat weaker at the moment, but it is
expected to growth with the development of tourism on its coastal area. It is also expected
that a part of the population migrating from the spacious hilly hinterland of the commune
and from the rural areas of Lushnja and Fieri will move to more attractive centres primarily
Durrësi and Tirana.
3.2.5. Economic Issues
Agriculture is the predominant activity of the commune. The arable land accounts for
nearly 30 % of the area’s total. It should be noted that that the irrigation infrastructure is
almost completely inoperative. At present, although about 90% of the agriculture land has
been privatised, output is very low due to dilapidated infrastructure and the tendency of the
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93
farmers to produce for their own subsistence needs. During the 1990, the region had a
strong base in almost all agricultural subsectors, both in crops and livestock.
Fishing has not been an important activity for the Kryevidh Commune, although the very
saline water of lagoons in Durrësi - Vlora region is favorable for highly, valued fishing living
there, such as sea-bus, sea-bream and mullet. The price of caught fish is rather high on the
Italian market which is mostly where it is sold. This suggests that unless efficient control over
the way and the amount of fish is established shortly, the fish stock in general and the
reproduction of demesral species in particular will be endangered. There is also an
aquaculture site for crustaceans (Peneus Japonica) within the commune territory, along the
road near Spilleja.
Service activities represent a new sector of economic activities and, although early sign of
growth have already developed, experience is still lacking. Small-scale corner shops, small
coffee bars and retail trade activities absorb a small portion of the under-employed
manpower. The improvement of the primary and secondary road network, as well as a more
intensive use of the capital infrastructure will enable the development of numerous services
linked to agriculture, tourism and transport activities.
Tourism will be the easiest and fastest way of providing foreign currency for the commune
investment plans. In spite of generally preserved, large and potentially profitable natural and
cultural resources, incoming tourism is limited by lack of appropriate accommodation stock,
infrastructure shortcomings while its development is burdened by scarcity of capitals and
infrastructure. As of lately, Spilleja beach has become a popular bathing and excursion spot,
visited mostly during summer weekends by as many as thousands people, predominantly
the inhabitants of Kavaja, Elbasan, Berat, and Durrës, cities which are not more 20-40 km
from this area. During the last ten years several tourist establishments, like small hotels,
catering facilities (coffee-bars, restaurants) are constructed. Because of the outstanding
natural value and environmental potentials of this site, further construction of tourist
accommodation facilities within the pine strip should be not allowed.
3.2.6. Future Economic Growth
Opening the country to the outer world has created conditions for its advantages, such as
the favourable geographic position in the European and Mediterranean context. With its
valuable and natural and man made resources (beautiful coastline, fertile land,
transportation and irrigation networks, cultural heritage) this area is amongst the first to
benefit from the free flows of capital, goods and visitors.
The region as a whole possesses a number of attributes which may stimulate development
opportunities based on the area’s comparative advantages over the rest of the country.
There are several major advantages which should play a positive role in the future:
1. The region location among the main communication corridor gives it a potential
economic role in stimulating the development of tourism and agriculture.
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2. With the increasing demand, the commune’s agriculture land may become an important
area of high value crops (vegetables and fruits) for food processing as well as direct
consumption by the growing number of visitors.
3. The region has a unique biodiversity quality strengthened by the nearby rivermouth of
Shumbin, Karavasta Logoon, which is part of Ramsar Convention, as well as the coastal
forest and a long unspoilt sandy beach, offering excellent conditions for recreation,
domestic and international tourism.
All these advantages distinguish the Kryevidhi Commune as capable of supporting the
increase in activity of two most important sectors: tourism and agriculture. There area
however, has important environmental concerns, as well as many infrastructural,
institutional, and socio-economic implications that will have to be dealt with before the
opportunities are actualised.
3.2.7. Infrastructure systems
The provision of adequate, sufficient and sustainable infrastructure facilities is one of the key
components for any socio economic development. This important prerequisite is to be seen,
in the particular context of Kryevidh area, whose future development is mainly linked with
tourism development. The infrastructure analysis is considered as requirements for such
development. It aims at answering the question of which infrastructure is needed (in short,
mid and long term) as forecasted by tourist development prospective. Infrastructure
component includes 5 main sectors as following:
1. Transportation sector,
2. Water sector,
3. Solid wastes,
4. Electricity and
5. Telecommunications
The three above mentioned components are briefly presented in the Table 1 below:
Table able 1: 1: Main Findings regarding infrastructure components
Sector Subsector Assessment Evaluation of
potentials
Transportation Road Access to the Bad condition, but
area
in reconstruction
process.
Ports No accedes to On existing port
the area
of Durrës
Airport No civilian
airport and no
need for future
development
Perspective
Project direct
linked to the
tourist area
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Water Water Supply
p
No problems
with the
resources,
problems with
their
management
Waste water Diffuse and
overall pollution
causing
environmental
problems
Solid waste Domestic waste Predominantly
uncontrolled
disposal
Electricity
Telecommunications
Source: Consultants’ Assessment
Construction
waste
Terrestrial
Mobile
Few disposal
along the road,
no particular
degradation of
environmental
landscape
Sufficient in
quantity and
quality of
distribution taken
from the hydroplant
of Fieri.
No access to the
area.
Access to the
area of three
mobile operators
Satisfactory and
could be adapted
to the tourist and
overall socio
economic
development
Situation could
worsen by rapid
implementation of
collective
treatment units
The construction
disposal should
be envisaged
together with the
domestic regional
land fill site
Maybe long term
projections under
implementation
Technical
possibilities to
increase the
telecommunication
capacities exist if
demand appears.
Perspective to
address
management and
organizational
issues.
Site controlled
facilities
Education and
control
Prevention and
regulatory and
control approach
are needed.
Some threats for
the continuation
and achievements
of projects.
Once the
development
process starts
telecommunication
infrastructure will
be extended.
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4. 4. T TTOURISM
TT
OURISM IN IN KR KRYEVIDH KR YEVIDH COMMUNE
COMMUNE
COMMUNE
4.1 Tourism Performance
Tourism in Kryevidh Commune is at an embryonic stage, but has the potentials to be
planned and shaped to provide a strong product for the future tourist needs. There are
significant opportunities for tourism development in Kryevidh because of excellent natural
and cultural resources. In particular the area can build on its unspoilt coastal scenery,
cultural heritage and friendly people to project for the future an image of environmental
sympathy, culture, exploration and adventure and of a colourful and hospitable welcome.
4.1.1. Stay Over and Day Trip Visitors
The village of Spilleja is the most important tourism hub of the commune. It caters for
approximately 95 percent of all the commune’s stay-over visitors. During the year 2008,
according to the commune authorities, Spilleja attracted almost 2,200-2,400 overnight
visitors, and over 50,000 day trippers from Kavaja. Elbasan and Durrësi areas.
The estimated absolute level of bed nights spent in the area has increased constantly over
the past 4 years, and so are earnings from stay over tourism in more recent years.
In addition to over-night visitors, during the recent years, Spilleja village attracted a
significant number of day trip visitors – both from the Albanian residents and ethnic
Albanians from Kosovo and Macedonia. The bay of Spilleja, together with other coastal
and beach areas have had a relatively long tradition as holiday making destination for the
citizens of Kavaja, Elbasan, and Berat. In addition, the nearby world heritage site, the
castle of Bashtova, and those of Turra could contribute to attracting domestic and out-ofstate
visitors to the area for a short visit.
Table able 2 2
2 – The number of visitors grouped by tourists’ category.
Tourist’s
category
Daily
Overnight stay
Total
Domestic
Number of visitors
Foreigners Total
40,000 10,000
2,250 150
42,250 10,150
Source: Data collected from the Tax Office of Kryevidh Commune
50,000
2,400
52,400
Percentage
95.4 %
5.6 %
100.0 %
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The major number of tourists with overnight stays is composed of family groups, a
considerable part of which are coming from Elbasan, Kavaja and Berat.
The average number of days which a visitor stays in Spilleja is 14 days. The table below
shows in detail the average length of stay in days for tourist staying in hotels and Bed and
Breakfast establishments (B&Bs).
Table able 3 3 – Average length of stay (in days)
Tourist’s category
Daily
Overnight stay
Total
Source: Data collected from the Tax Office of Kryevidh Commune
Hotels
Accommodation Establishments
B&Bs Total
0 0 0
14 14 28
14 14 28
The relative importance of tourism to the area, can be gauged from the fact that of 61
businesses that are operational in the tourist area of the commune, 51 are dependent on
tourism. They are directly engaged in tourism - accommodation, restaurants, and catering
services, with a further 10 businesses in the convenience retail sector which are also heavily
dependent on tourism demand.
4.1.2. Profile and Motivation of Stay-Over Visitors
Key Characteristics of Visitors to the Commune
· Majority of visitors are domestic tourist coming from the towns of Kavaja,
Elbasan , Durrës and Tiranë;
· A high incidence of repeat visitors.
· Almost 95% arrive by car, the others with public sector or private minibuses;
· The average length of stay in Spilleja varies from 10-14 nights;
· Foreign visitors are mainly coming from Kosovo and Macedonia in the form
of day trippers.
4.1.3. Profile of Day Trip Visitors
The area has a core loyal market of frequent and repeat residents mainly from Elbasan,
Berat, Kavaja and Durrës. In addition, the area attracts ethnic Albanians from Kosovo and
Macedonia and only few westerners who, while not staying in the area, spend their day-time
for beach recreation.
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Salient characteristics of this market to Kryevidh Commune include:
· Primarily attracted by and engage in sunbathing and other sea recreation
activities. The incidence of visits determined by a special interest e.g.
exploring, fishing, sailing etc. is low other than “swimming.” which
influences approximately 95% of the market;
· The majority arrive by their own cars (95%) with bus / coach being used by
5% respectively;
· Almost all of day-trippers spend between 6 to 12 hours in the area. .
4.1.4. Purpose of Visit
The majority of visitors to the area are on holiday. However, it would appear that “visiting
family” friends and relatives” is another significant factor determining the market. Visiting
friends and relatives is a principal influence amongst people coming to Kryevidh, many of
whom combine a holiday with a visit to family or friends.
Generally, sun and bath is the principal reasons for visiting Spilleja, especially for domestic
and foreign visitors and holidaymakers. Natural and cultural heritage, although strong
enough, do not act yet as a relatively strong influence for foreign visitors. These type of
attractions represent an important influencing factor for small segments of the market.
4.1.5. Type of Accommodation Used
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All visitors who stay overnight in Kryevidh use hotels, guesthouses and B&Bs
accommodation. These types of tourist facilities are clearly concentrated in Spilleja village
and in the immediate surrounding. According to the Tax Office of the commune, in Spilleja
there are operational 26 hotels and 12 guest houses and B&Bs. They encounter a certain
number of tourist beds as is presented in the Table 4 below.
Table able 4: 4: Types of Accommodation Establishments in Kryevidh Area
Item
Number
of Tourist
beds
Hotels
No. No of
Beds
26
1,500
Guest house and
B&Bs
No. No. of
Beds
12
Source: Data collected from the Tax Office of Kryevidh Commune
700
Total
No. of beds
2,200

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The average capacity of accommodation establishment is 30 rooms per hotel. All the hotels
are small size and belong to individual Albanian investors. They do not exceed the quality
level of a 2 star hotel. These facts do not give the promotion potential on international
markets. As seen from the above table, in Spilleja there are 12 guest houses accounting for
700 beds. Both the guest houses and B&Bs are not licensed and are usually build as private
properties maintaining acceptable tourist practices. But the demand is clearly increasing on
these type of accommodation. During the summer season these hotels employ around 114
workers mainly as waiters, cookers and barmen.
The accommodation sector in Kryevidh Commune is characterized as follows:
· small number of rooms per property, hotels are typically less than 20-25
rooms in size;
· One or two hotels are graded as 3* with the other properties 2* or 1*.
· there has been few new developments in the hotel and guesthouse sector,
with only a few providing indoor leisure facilities;
· a concentration of capacity on the coast, particularly along Spilleja beach;
· properties, are heavily dependent on holiday or short break leisure guests
and hence the demand pattern is very seasonal; and
Between the period 2000 and 2006 the stock of accommodation establishments and
tourist capacities has increased substantially. But the occupancy rate is almost 100 percent
only for the period 15 July-15 August. For the first two weeks of July and the last two weeks
of August it drops to 60 percent.
gura 1: Tipe te nd
Picture icture 1: 1: Various type of
accommodation establishments in Spilleja
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Average prices for room rise from 2,200 to 2,500 per person including lodging and food
(half board arrangement).
4.1.6. Satisfaction with Visit
100
According to the commune authorities, the overall level of satisfaction amongst visitors to
the area is mostly positive. The visitors appreciate the clean environment and the pristine
beach, lack of visitors’ congestions in the beach and rural area. However, a number of
aspects drew negative comments, particularly the very bad road condition, public hygiene,
waste management, lack of public toilets, littering, indoor attractions, etc.

101
5. 5. THE THE T TTOURISM
T OURISM PRODUCT PRODUCT IN IN KR KRYEVIDH KR KRYEVIDH
YEVIDH COMMUNE
COMMUNE
COMMUNE
A tourism destination may be considered as consisting of five main components:
1. Attractions - those aspects of a destination that provide the appeal and motivation to
the visit;
2. Facilities - accommodation and catering;
3. Transport - both access (getting to the destination) and internal (moving around within
the destination);
4. Services - shopping, medical, information; and
5. Public infrastructure - the support system, including roads, parking and utilities.
All five components are essential to the operation of tourism and are referred to in this
report as tourism products. A failure in any one will undermine the quality of the total
tourism product and result in a less than satisfactory experience for the tourist. The
combination of some or all five of these components is used to support tourist activities.
They are referred to in this report as tourist products.
5.1. 5.1. 5.1. Appeals Appeals and and and Attractions
Attractions
The strength of the appeal of a destination to tourists is, more than any other factor, linked
to the quality of its “attractors”. Attractors are those features of a destination, which
stimulate an interest in visiting a destination area and provide the elements that go to
develop an image of the destination. Attractors provide the visitor with the essential incentive
to choose a destination and are also the primary measure in assessing the satisfaction of
having visited a destination. In general, the demand for the other components of travel
(transport, accommodation, catering, services, and infrastructure) derives from the original
stimulus that comes from the interest in experiencing the attractors.
In this section critical consideration is given to the destination attractors of the commune of
Kryevidh under three broad categories:
· Natural attractors
· Cultural attractors
· Man-made attractors
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Table able 5: 5: 5: Principal Tourism Attractions of Kryevidh Area
Key: 5 = excellent....1 = Very poor Rating Comments
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___________________________________________________________________________
___________________________________________________________________________
Natural Attractions
Scenery/Natural Beauty 4 Primary attraction, high appeal,
Coastline and Beaches & uniqueness
Sea 4 High visual appeal, limited amenity use
Fauna and Flora 4 Good potential with interpretation
special interest potential
______________________________________________________________________________
Cultural Attractions
Archaeology 4 Potential competitive advantage
History 3 Potential under-exploited
Music/Handicrafts 1 Currently very limited
Interpretation and Presentation 1 Competitively poor
_____________________________________________________________________________
Man-made Attractions
Urban Areas 2 In need of further environmental upgrade
Amusement/Entertainment 1 Good supply for domestic market
Agri-tourism 3 Small scale & developing
___________________________________________________________________________
Source: Consultant’s Assessment
In addition to the above day visits attractions, there has been a welcome development of a
range of rural and coastal based small scale tourism initiatives to capitalise on the growing
interest in outdoor activities and cultural pursuits. With the support of remittances from
Albanian emigrants, upwards of 2,000,000 Euro has been invested in 122 businesses
over the last ten years.
5.2. INTERNATIONAL TOURISM OUTLOOK
5.2.1. Global Travel Demand
Tourism, along with telecommunications and information technology, is one of three “super
services” that will drive economic growth in the 21st century. Travel and tourism is forecast
to account for 11.5% of global GDP and 11.1% of global employment by the year 2006.
The global travel and tourism industry is expected to continue to grow well into the 21st
century, according to research in Tourism: 2020 Vision, (World Tourism Organisation,
1997). While there are perceived threats and constraints, the expansion experienced in
recent years is expected to continue, albeit at a slower rate of growth. It is forecast that 1.6

103
billion tourists will be visiting foreign countries annually by the year 2020, spending a total
of US$2 trillion per year or US$5 billion a day. In international tourist numbers this
represents almost three times more than the 595m recorded in 1996 and in expenditure is
nearly five times more than the US$425 billion spent in that year.
Globally it is expected that:
· the pattern will be for long-haul travel to continue to grow much faster than
short / medium haul
· this is expected to be particularly marked in European origin markets; and,
· a drop in the rate of growth to below +5% p.a. in short / medium haul
intra-European travel is predicted.
5.2.2. Trends in Demand
5.2.2.1. Customer Trends
International tourism and its markets are facing unprecedented change caused by
demographic shifts, changing lifestyle values and rapidly evolving technologies. Customers.
attitudes are being shaped by education and experience, with major strategic implications
for tourism destinations.
Some characteristics of tomorrow’s customer provide pointers to their expectations:
· People are taking more frequent trips of shorter duration. The main holiday
is becoming a redundant concept for many customers, with the growth in
incidence of short breaks and special interest travel;
· They are becoming more sophisticated, better educated and more travelexperienced,
and they demand increasingly higher standards. They require
greater authenticity and more discoveries, and they seek out the opinions of
other travellers about destinations;
· They are older and more affluent, more physically and mentally active, and
require a greater range of activity-oriented experiences. Activities and
interests increasingly determine their choice of destinations, and cultivate a
clientele loyal to those that provide their favoured activities in a consistent,
imaginative and high quality form;
· They are more self-aware in an increasingly stressful world, prefer less
crowded environments and require time-efficient use of their leisure time.
“Pampering” is being increasingly sought after;
· They value learning and self-improvement. They are better educated, more
discerning, and seek fulfilling experiences beyond mere relaxation. They
want to become involved with their holiday environment, learn new skills and
interact with the communities and cultures of their destinations;
· They look for holidays that have a low impact on both the physical and
cultural environments.
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Eco-endorsement systems, such as the World Travel and Tourism Council’s (WTTC) “Green
Globe”, are influencing destination choices, and “eco-friendly” programmes are appealing
to a growing segment of the market; and
· They increasingly look for better value for money and transparent cost
structures and they make comparative value judgements on a more global
basis. They require clear .menus. of holiday options and their cost, but with
the facility to easily customise their holidays. They are high users of
information technology and seek immediate information and interactive
reservations facilities. In many cases, tourists are looking for more “content”
in their holidays and this is reflected in a number of trends.
· Cultural activities are becoming an increasingly important holiday
attraction, often as an “add on” factor. “Culture and heritage”, both as part
of an overall image and through specific products / events, are increasingly
being promoted by all destinations (e.g., Spain is a particularly good case
study). This reflects the increasing emphasis on attracting high-yield tourists.
“Culture and heritage” covers a variety of different product types with
considerable scope of specialisation and innovative development. Such
development includes “themed events”, particularly in the off-season, and
the “dynamising” of attractions, helping to differentiate the product, to
encourage repeat visits.
· Continuing growth in the increasing competitive sports activity market.
While the overall specialist market is small, combinations of activities or
add-ons, such as mixing sports activities with each other, with special
events, cultural pursuits or gourmet foods, are becoming increasingly
popular.
5.2.2.2. Product Trends
The principle product trends evident in demand patterns include:
· “green tourism”: the growing incidence of nature based attractions and
activities;
· “soft-adventure” products where challenge and activity are combined with
comfort;
· focus on environmental management, including eco-branding;
· interpretation and presentation of history and culture;
· authentic small scale developments allowing for specialisation and / or
interaction with resident population;
· multi-facility resorts to cater to varying needs of market segments and
provide convenience and efficiency for the “time-poor” segments;
· special events including festivals are increasingly being used as travel
motivators;
· emphasis on delivering consistent service quality, and a proliferation of
brand named products. Implications for tourism to and within Ireland the
trend towards shorter stays has implications for product providers and
presents a marketing challenge;

105
· the increasing importance of “attractors” or “motivators” in the choice of
destination means that to remain competitive an area will have to present
“reasons to visit” which cater to the interests and activities of the potential
visitor;
· the holiday market, whether out-of-state or domestic, can no longer be
treated as a homogenous market, but needs to be addressed in a
segmented approach;
· quality and value for money need to be constantly reinforced by good
physical, operational and service standards delivered through continual
investment in plant, facilities and personnel;
The more significant emerging market segments are variously defined as:
· the “grey market”, reflecting the ageing of the population of the developed
world and producing a growing absolute numbers and proportion of the
population who have increased time and resources to travel;
· “special interest market segments” for whom the choice of destination is
increasingly being determined by interest and / or activity which tourists wish
to pursue. The “reason to visit” is becoming increasingly important as the
motivating factor for travel. These include participation in sporting activities
together with cultural and entertainment activities or events;
· “self-fulfilment travel segment” which represents a growing number of
people who travel to further enhance their lives through intellectual and / or
physical fulfilment. Travel for educational reasons, both formal adult
education programmes and informal informative travel together with health
and fitness are evident as motivators to travel.
· “adventure travel”, both soft adventure and more challenging expeditions,
are growing in demand reflecting people’s desire to experience achievement.
An underlying aspect to any segmentation of the market is the growing environmental
consciousness amongst travellers. While there is a segment of the market that can be
identified as “green”, they are relatively small in number and have very specific destination
and trip requirements. However on a broader scale most segments, however defined, are
exhibiting a growing interest and concern for the environment. This in turn is evident in the
marketing positioning, appeals and messages which destinations, product providers, and
distributors are adopting in a highly competitive market. This changing customer profile
presents three critically important challenges for the supplier of travel and holiday
experiences:
· how to effectively communicate the range, appeals and experience value of
the destination or product;
· how to develop an innovative, flexible product appropriate to the needs of
the consumer; and,
· how to achieve effective distribution of a product meeting a wide range of
individual demands.
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These trends and destination challenges require a strategic response that satisfies this
changing pattern of demand on the part of consumers. Tourism providers are increasingly
offering more flexible arrangements that allow customers to tailor their own holidays.
Typically they are segmenting their product and pricing in order to satisfy as wide a range of
customer needs as possible. For example, hotels are creating “themed” events, where the
primary motivation is to pursue the activity or interest, with the accommodation location
being secondary to the decision.
5.2.3. Outlook for Tourism to Kryevidh Commune
Tourism to Spilleja has enjoyed a period of considerable growth over the past six years. This
has resulted from increasing popularity and “fashionability” of the destination due to
increased recognition of the area and significant improvement in the cost of access and
expansion of hotels and catering facilities. Furthermore access to the area which has
become more competitive is expected to continue to expand in terms of routes and
capacities. The marketing strategy directed towards a range of niche or special interest
segments is forecast to motivate a growing number of visitors. Best estimates would suggest
that total overseas visitor traffic to Spilleja should continue to grow at a rate of not less that
+5% per annum over the next five. Within the total some source markets and market
segments can be expected to perform better than average yielding higher growth rates.
In the short to medium term the better prospects by source market are expected to include:
· Great Britain: mainly short breaks and special interest trips;
· Mainland Europe: expected return to growth from Germany and France
while Nordic countries present good growth opportunities.
The level of visitors in the future will depend on the continuation of environmental sympathy
and the overall number of visitors to the entire Durrësi area, and Albania in overall. The only
problem remains the availability of adequate and suitable visitor accommodations and
other tourist facilities.
5.3. Factors Influencing Future Performance in Kryevidh
Commune
The performance of tourism within the commune will be largely determined by a set of
external and internal factors. External factors that will impact performance, and are largely
outside the control of the Commune Council and the industry in the area, include:
· an increased level of popularity and demand from outside the are of
Kryevidh;
· demand for holidays and day trips within Durrësi Bay reflecting economic
conditions coupled with socio-demographic and life-style patterns.

107
Internal factors, however, are those over which the local stakeholders have control. The
factors most likely to impact tourism development will include:
· the ability of the area to appeal to the various market segments by providing
appropriate
· “attractors”, accommodation and services in order to effectively compete
with other destinations;
· the competitiveness of the area in terms of value based quality delivered for
price paid by the visitor;
· marketing effectiveness in attracting visitors to the area; and
· understanding the particular needs of the best prospects for growth.
5.4. Strategic Issues
5.4.1 Strengths, Weaknesses, Threats and Opportunities of
Spilleja as a tourism destination.
Supported by ADF representative and the chairman of Kryevidh Commune the consultants
carried out an analysis of the strengths, weaknesses, opportunities, and the threats (SWOT
Analysis) of the area’s existing and potential tourism. Such an analysis has provided a
framework for the product to be developed and actions to be taken. This analysis is set out
in Appendix 1.
In summary the SWOT analysis demonstrates that:
· The commune of Kryevidh, especially the Spilleja area has a significant list of
strengths in its coastline, scenery, culture heritage, friendly people and
relatively unspoiled character;
· There are however, many weaknesses, such as the poor state of
infrastructure, lack of sanitation standards, lack of manpower training and
pour tourist facilities that could deter the development of a sophisticated
tourism industry for many years.
· Nevertheless, the opportunities for developing certain type of tourism
products in the area, notwithstanding the treats facing tourist development
in Spilleja, are considerable. Given the low base of tourism at present, the
initial growth rate may not be substantial but the potential rewards could be
large in the longer term.
5.5. Market Opportunities and Challenges
The area’s current market positioning strength is primarily within the domestic market,
where it has traditionally attracted main holiday visitors and day trippers. However, the
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dramatic congestion of “tourist” establishments in the adjacent area of Golem indicates
that there is a huge need for resorts and unspoiled seaside resources, while the competition
for attracting visitors is increasing as the available leisure options extend beyond day trips.
The area already attracts, but in limited numbers, ten to two week stay visitors, or short
leisure breaks in the form of day trippers. There is also a very small number of special
interest visitors, for example, nature lovers, walking and hunting activities. These market
segments are each growth segments and offer an opportunity for destinations, which can
provide the appropriate “attractors” at a quality and price to meet market expectations.
Table able 6: 6: Principal Market Segments of Kryevidh Commune
Market Segment Current Situation Segment Potential
Main / traditional holidays Important In decline
Short breaks Limited Growing
Touring Limited Growing
Special Interest Limited Growing
Day trips Important Static
Source: Consultants assessment based on findings from research, consultations and observations
Changing circumstances, for example, increased economic prosperity, life-style patterns
and growing potential to attract foreign visitors offers an important opportunity for this
destination.
The market opportunities for tourism in Spilleja is summarised in the table 7, reflecting a
segmentation approach to attracting visitors based on the motivation for travel experience.
Table able 7: 7: 7: Projected Demand for Kryevidh Commune
Market Segment Long Holidays Short Holidays
Countryside/Sea recreation
Touring -
Special Interest
Health/Fitness/
Day trips
Source: Consultants’ assessment based on findings from research and consultations.
Key to the table: •=above average growth; “=average growth; -=little change or growth

109
After general seaside tourism holidays, the best prospects for tourism to the area are based
on rural tourism, and special interest holidays, including self exploring and cultural heritage
activities.
The stakeholders within the area are more confident in predicting growth from outside the
commune than from within. The majority of those engaged in the business foresee that the
rate of increase in external demand will significantly outpace the growth in demand from the
domestic market. The best prospects for growth are most likely to be the markets of Kosova
and Macedonia, and later on from Germany, Austria and Scandinavian countries.
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6. 6. GO GO GOALS GO GO ALS ALS, ALS , VISION VISION & & STRA STRATEG STRA TEG TEGY TEG
6.1 Tourism Development Goals
110
Tourism in Kryevidh Commune is facing a period of steady growth with high opportunities in
the near future. Significant growth is anticipated in foreign visitors coming mainly form
Kosovo and Macedonia, while new life-style patterns will change domestic tourism demand.
The key objectives for tourism are to:
· Expand tourism’s importance within the local economy through increased
earnings and job creation;
· Ensure the sustainability of the tourism sector;
· Optimise socio-cultural and quality of life benefits for the residents.
6.2 Tourism Vision
Tourism is likely to be a key business sector in the area of Kryevidh over the next decade,
thus contributing to economic growth and social prosperity. While the primary appeal will
continue to be its coastal scenery and natural resources the market profile of tourism to
Kryevidh will shift from a predominance of domestic mass market summer visitors to a
greater mix of more upscale, active and discerning tourists from within and outside Albania.
New tourism experiences will be offered which will enhance the appeal of the area and
provide more reasons to visit. The visitor’s quality of experience will benefit from investment
in facilities in a well managed environment and will be enhanced by improved standards of
service and good value for money.
This vision of the future is predicted on a set of core strategic choices, which relate to:
· the type and scale of tourism desirable for the area;
· the market segments which best match the destinations; aspirations; and
· the most effective means of communicating with the target markets.
The above vision is optimal from a number of perspectives:
· The best interests of existing stakeholders;
· Most beneficial for long term economic, environmental and social
sustainability; and
· Caters to changing customer trends.

111
6.3 Guiding Principles
The key guiding principles that should shape strategy and assist in the management of the
tourism’s future development are:
Sustainable Tourism: Tourism is a longer-term investment sector with the future critically
dependent on how the natural, man-made and human assets are managed. Overexploitation
of the assets and their potential has been shown in other destinations to be
detrimental to future growth. Developments which adversely impact the environment, which
are short-term, high volume, and opportunistic in nature should be avoided. The type of
tourism envisaged is one which will provide improved recreation / leisure facilities, enhanced
living, working and learning environments and expanded career opportunities for residents.
Key aspects which require attention in order to ensure a sustainable tourism sector, include
land use policies; management of the physical environment; conservation of natural and
cultural heritage sites;
development of market-led products; and investment in human resources.
Profitability: Businesses within the sector need to derive an adequate profit to ensure
continued expansion through investment. Traditionally most businesses within the sector
have been relatively low profit earners. Profitability of the sector needs to be improved by
increased utilisation of the assets within the sector, particularly high capital assets of
accommodation; the introduction of greater efficiencies, especially for the large number of
small to medium sized enterprises; and ensuring that increases in volume sales are achieved
on the basis of “value-added. strategies rather than any further lowering of price.
Selective Investment: The experience elsewhere has demonstrated that market share growth
comes as a result of significant investment in product development and marketing. It is
apparent that future product investments need to focus more sharply on product “gaps” and
be capable of ensuring viability. Future investment strategies will need to be highly selective
and targeted in their objectives. Given the unique circumstances and challenges facing
traditional resorts such as Durrësi and Golemi Bay, especially in respect of visitor
accommodation, a compelling case could be made for specific investment incentives to
redress these issues by way of great aid and/or tax incentives.
Targeted Marketing: In an expanding and increasingly competitive market environment
success will be dependent on identifying the best prospects and choosing the most efficient
means of communicating with those target markets. Information technology is changing the
way in which destinations and tourism products compete. The strategic choices for the
future developments of tourism in Kryevidh Commune should focus on unique aspects of the
area and by developing a distinctiveness of experience that will appeal to identified target
markets. The choice of markets should be determined by their respective value potential in
terms of appropriateness to the area’s products and type of tourism sought; their
environmental and economic impacts, particularly in regard to season extension and
business sustainability.
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Public Private Sector Partnership: Successful destinations are those which have been
involved in a partnership between the public and the private sectors. Greater co-operation
and integration of effort should be a high priority in developing tourism in Kryevidh
Commune. Such co-operation and mutual understanding will be necessary to effectively
plan and implement product development, marketing and visitor service strategies. Effective
partnership should include expanded communication, and effective consultative and
implementation mechanisms to ensure a coherent and constituent implementation of
tourism strategy. Changing roles and circumstances also offer greater opportunities than in
the past for joint ventures and other forms of co-operation.
6.4 Strategic Implications of Goals and Vision
The strategic implications of the stated vision require significant responses on the part of all
tourism stakeholders, public, private and voluntary sectors. In the short to medium term the
tourism industry in the area needs to move from a situation where it is reacting to market
conditions and competitors to a position where it is creating demand. Otherwise the
commune authorities will fail to restore and sustain tourism competitiveness in an
increasingly complex and competitive marketplace.
The key economic goal - the achievement of an increase in tourism revenue - should be
targeted in five principal ways:
· Increased expenditure per visitor: providing activities that encourage the
visitor to spend more money and / or prolong their stay can increase the
yield from each visitor;
· More foreign visitors: an overall increase in the number of visitors, within the
carrying capacity limits, by attracting an increased share of foreign visitors
will lead to growth in tourism revenue;
· Hold share of domestic market: in a changing home market, the challenge
for Kryevidh will be to hold share of stay over and day trip markets;
· Longer season: need to introduce more innovative mechanisms for
expanding the tourist season, such as staging events, creative packaging,
etc. which generate more revenue and profitability within the tourism sector;
and
· Cater to “niche” markets: increasing market segmentation and limited
marketing resources dictates that Kryevidh should focus more on specific
special interest markets, including rural based tourism.

113
Figure igure 8: 8: Achieving Achieving the the Vision
Vision
Goal
Objectives
Strategies
Attract more
Foreign
Visitors
6.5 Core Strategies
Focus on selected
market prospects
“Market Focus”
Increased Tourism Revenue
Increase
Expenditure
per visit
Extend and Improve
Tourism Product
Extend
Tourist
Season
Cater to
“niche” special
interest
Market
Improve value for
money satisfaction
“Quality Assurance”
Based on these guidelines and goals, three “core” strategies proposed are as follows:
A Sharp Market Focus:
Requires commitment of necessary resources to more effective target-led marketing in those
selected source markets offering the best potential over time. This commitment should be
based on research and effective partnerships. The latter will require adequate expertise to
maximise the impact of the combined public and private sector marketing activities.
Develop Develop T TTourism
T ourism P PProduct
P roduct
Develop an improved range of visitor accommodation, “attractors” and services to attract
“new” tourists. Development should match the environment, scale, and aspirations of the
destination while catering to an increasingly sophisticated market.
Provide “Quality Assurance”:
Key issues such as service quality delivery, and the arrangements between the disparate
entities involved in tourism in both the public and private sectors, should be addressed to
ensure a higher visitor satisfaction and value for money rating.
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The core strategies are interconnected and interdependent and, as such, the achievement of
the goals is contingent upon the adoption and implementation of all three strategies.
Recommended elements in these three broad “core” strategies are detailed in Chapters 7, 8
and 9.
Table able 9: 9:
9: Core Strategies for Key Elements
__________________________________________________________________________________
1. Market Focus • Focus on “best prospect” market sectors;
• Invest more in destination marketing;
• Set aggressive targets to provide clear
objectives and motivation for the sector;
• Develop niche markets focused on activities
and interests;
• Publish and review ”Tourism Action Plan”
annually;
• Explore new channels of distribution
_________________________________________________________________________________
2. Develop “Growth Engines” • Continue to play to distinctive sources of
advantage i.e. the natural coastal and rural
environment, and manmade attractions including
the castles of Bashtova and Turrës;
• Protect, conserve and manage the environment;
• Create new destination “attractors” for
various market segments e.g. integrated caravan
resort rural tourism and cultural events;
• Investment in essential infrastructure;
• Create a business-friendly economic and
fiscal environment;
________________________________________________________________________________
3. Provide Quality Assurance • Promote an environmentally friendly tourism culture across
all the commune villages through effective public
awareness and education programmes;
• Quality and value for money experience;
• Management and customer service delivery;
• Ensure adequate training in skills and competencies;
• Create a new public-private sector partnership between local
authority and business.
________________________________________________________________________________

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7. 7. MARKETING MARKETING STRA STRATEG STRA STRATEG
TEG TEGY TEG Y “ “A “ A SHARPER SHARPER FOCUS”.
FOCUS”.
7.1. Market Objectives
The marketing strategy must address the following objectives:
· Compensate for the anticipated decline in some of the area’s traditional
markets by penetrating new source markets;
· Increase tourism revenue through higher average expenditure per visit from a
larger number of visitors;
· Achieve a better balance between supply and demand through improved
utilisation of capacity, particularly outside of the peak summer months;
· Develop an optimum mix of visitors by source market to maximise revenue
while ensuring a compatibility of visitor segments to the area;
· Move away from the lower spending mass sea-side visitors to a more
segmented market defined by holiday type and motivation; and
· Secure appropriate and effective distribution of the holiday product within the
defined target markets.
Furthermore, the marketing strategy must address a number of variables, including:
· The opportunity presented by an expanding market out-of-Albania;
· The increasing complexity of the markets - changing customer trends,
increasing competition, and a broadening spectrum of motivations
determining choice of destination;
· Increasing competition from other areas within Adriatic Coast.
The marketing of the area therefore needs to encompass a number of strategies which can
best realise the objectives set for the sector while effectively addressing the issues and trends
which will determine performance in a challenging marketplace.
The recommended strategy is one of demand creation achieved through:
· A sharp focus on improved competitiveness achieved through a positioning
of the destination coupled with a greater segmentation of products vs. niche
markets;
· A refocusing on best prospect market through prioritisation and greater
selectivity; and
· A redesign of communications and distribution within the markets.
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7.2. Market Positioning
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Recent research, consultation and market analysis confirm that the positioning of the area is
as one of Adriatic’s top coastal resorts, a place for sun and sea traditional fun for both
holidaymakers and day trippers. The area is currently strongly positioned in terms of
awareness and image in the domestic market and will compete with other coastal resorts
such as Durrës, Golem, Seman and Vlora.
Positioning of the area will require the projection of a number of appeals which will act as
motivators for particular target market segments. The challenge will be to project those
appeals which will distinguish the destination, taking account of market trends and the
objective of attracting, higher spending year-round tourists.
From available research it is apparent that the core values should include:
· Natural environment: sea, coast and scenery;
· A range of day visitor attractions;
· Water sports and outdoor activities;
· Shkumbini River Mouth and the adjacent Karavasta Lagoon;
Ideally additions to the image should include:
· A range of interesting heritage attractions
· A broad range of “things to do and see”;
· A rural outdoor environment; and
· Quality guest accommodation options.
7.3. Segmentation of the Visitor Market
The principal segments in which the area could realistically compete are as follows:
Domestic Market
Traditional holidays;
· Day-trips;
· Short and mid breaks;
· “ Leisure;
· “ Activities;
· Events and meetings
Foreign Markets
· Touring (car, coach, other);
· Short leisure breaks;
· Cultural Interest activities;
· Increasingly special interest activities, such as walking, cycling, sailing, bird
watching, etc. are determining choice of destination for a growing segment
of the market.

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As competition for this expanding segment is increasing, it is important that Spilleja compete
in those segments where it can offer a comparative advantage e.g. nature and cultural
heritage. While small niche markets exist for these type of activities, the commune authorities
should prioritise these segments according to their ability to meet the objectives of season
extension, product utilisation and yield, recognising that in each instance the volume of
visitors will be small. However, the potential for presenting a diversified image and
establishing a reputation for excellence is more significant. An important characteristic of the
growth segments is the compatibility between the interest or activity and a rural environment.
While the area and scale of rural tourism attractions within Kryevidh Commune is unlimited
there is an undoubted opportunity to market holidays and attractions which will provide a
valuable counterbalance to the area’s traditional seaside image.
7.4 Recommendations
Generic destination awareness campaigns in the domestic market and the Republic of
Kosovo and Macedonia should gradually shift to featuring a range of motivations and
leisure products. While TV is the most powerful medium for creating image awareness, it is
costly and greater use of publicity in life-style publications, radio and TV programmes will be
necessary to communicate a new awareness of the diversity of holiday options to the
potential market.
Such communications can be more effectively targeted and can feature the product
experience above that of the destination.
· In targeting the overseas markets, promotion should concentrate on the
travel trade - incoming and overseas tour operators.
· Publicity in appropriate media will represent an important aspect of creating
awareness and establishing credibility within the segments;
· Marketing cooperatives, incorporating product and accommodation
suppliers in the area, should be encouraged. Also the operators should be
encouraged to participate in national marketing consortia, such as national
and international tourist fairs. The establishment of the Hotel Association for
Spilleja represents a good example of destination co-operative marketing
which must be enhanced by participating in other broader scale
organizations and well-known marketing consortia for hotels in Albania.
· The marketing of the rural areas should seek to project the appeals to those
who will be attracted to visit for an activity holiday together with those
general holidaymakers who can be enticed to explore the rural hinterland as
a day-trip;
· Direct data-based campaigns to individuals and life-style affinity groupings in
Albanian and foreign tour operators should be undertaken;
· The development of an interactive tourism website, with good links to other
sites should be a priority.
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8. 8. PRODUCT PRODUCT DEVEL DEVELOPMENT DEVEL OPMENT STRA STRATEG STRA TEG TEGY TEG
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Product strategy is concerned with changing the product in a way that will make it more
appealing to the target market. The strategy is aimed at supporting the attainment of the five
tourism objectives, namely, to:
· Attract visitors from new markets;
· Generate longer stays;
· Increase the expenditure of each visitor;
· Extend the tourism season; and
· Attract “niche”/special interest tourists.
As tourism demand is product driven, the type and quality of the tourism product on offer
will determine success or failure in the marketplace. Research and analysis has identified a
number of product “gaps”, or shortcomings that need to be addressed in area.
Central to the success of the product strategy will be the implementation of a number of
specific concepts:
· A range of tourist experiences “things to do and see”;
· Creating new “reasons to visit” which will appeal to markets outside
Kryevidh;
· Interpreting and presenting the natural and manmade heritage
of the area; and
· Providing a range of market acceptable guest accommodation.
8.1 Visitor”Attractors”
The most important aspect of a destination’s or area’s appeal for visitors can be broadly
defined as the set of attractions which give people cause to visit. These reasons to visit are
commonly referred to as “attractors”. While the business community in Kryevidh has an
established set of attractors which to a certain extend matches the needs of the domestic
market, the challenge facing the area is how to ensure an adequate range of attractors
which will appeal to tomorrow’s tourists from Albania and overseas.

119
If public-private partnership in Kryevidh Commune is to compete in the potential new
markets and cater to the needs of tomorrow’s customers, the area needs to create “reasons
to visit”. These “reasons to visit” should appeal to foreign tourists as well as domestic
holidaymakers, while at the same time enhance the visitor appeal and experience of a visit to
the areas. Only in this way can commune authorities and local business improve its
competitive positioning in an expanding but more discerning potential market.
A strategic weakness already identified is the current lack of distinctive reasons to visit which
would appeal to differing market segments and the relatively poor product base, which
would allow the area to compete in the growing special interest visitor segments.
Identified Identified shortcomings shortcomings in in range range of of “attractors” “attractors”: “attractors” The research and analysis indicates
that at present the area has a number of “gaps” in the range of attractors on offer. The
principle shortcomings in catering to a wider source market and matching the needs of the
international and domestic source markets are:
· Heritage: the area poorly presents its natural and cultural heritage to a
market which places a high value on heritage as a motivator to visit the
area;
· Activities: as an activity holiday destination the area is almost exclusively
known as “sun and beach” destination. The potential to appeal to special
interest markets is currently under-exploited.
· Entertainment: to cater to stay over visitors in the evening is product
requirement for an area catering to tourists.
In addition to the above, it will be important for authorities of Kryevidh Commune to ensure
that there are an adequate number of high visibility attractors that can capture the attention
of touring visitors and cause them to stop within the area en-route to or from Vlora region.
Such “stoppers” can range from an inviting pleasant environment to specific highly visible
attractions which would cause a visitor to stop.
Recommended “Attractor” Strategy
In developing new attractors the strategy recommended is one which will:
· maximise “generative” effect across optimum number of segments;
· develop a distinctiveness, ideally a uniqueness, within Kryevidh; and
· secure private sector funding and management (or PPP) and ensure viability.
While the majority of attractors are likely to be located within the “service triangle” (Spilleja-
Bashtova Castle - Shkumbin Rivermouth), the development of inland rural tourism in the
future is recommended which would complement the coastal attractors.
In addressing this issue, .attractors. have been categorised as follows:
· “hard attractors” refer to those which are capital intensive and would
typically be a new build or the conversion or use of an existing building; and,
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· “soft attractors” which typically would utilise existing resources through
organisation and manpower resources rather than capital investment.
8.1.1. “Hard Attractors”.
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In developing options in respect of attractors requiring capital investment a range of
products were identified. In each instance the market opportunity was evaluated followed by
a preliminary assessment of the appropriateness, distinctiveness and overall “market fit”.
Within the context of a tourism development strategy an outline evaluation, based primarily
on experience elsewhere, was used to assess the scale and likely attractiveness of the
investment and viability of the operation.
The following indicative list of prospects is presented on the basis that each:
· has the ability to attract new visitors to the area and / or increase the
expenditure of visitors;
· is of a scale and risk that is not disproportionate to the opportunity; and
· satisfies an identified product “gap” and projected visitor need.
A preliminary assessment suggests that each of the following are feasible, and of great
importance for the diversification of tourism product.
Caravan Caravan Camping. Camping. A phased environmental enhancement programme and development
of a cluster of complimentary visitor attractors is proposed, by selecting a suitable area for
caravanning activities along the shore of Spilleja. The commune authorities together with
business representatives are enthusiastic about the success of such establishment. This
project would involve removal of some herbs and bushes, construction of a wooden bridge
leading to the beach area, the appropriate furnishing of a 240 m street, linking the caravan
site with village road, and greenery maintenance. A mix of retail of high appeal to tourist
would be necessary such as craft shops, farmhouse goods, etc. Car parking should also be
provided on the outskirts of the camping ground.
The The Construction Construction of of Open Open Bars Bars and and P PPublic
P ublic T TToilets
T oilets along along the the Beach. Beach. Meeting such
infrastructure requirement is must, because for the moment almost all visitors pass their
waters to the sea. The construction of public showers would also cater for the needs of sea
bathers. At the moment there are two or three concrete constructions providing
refreshments and catering facilities to the visitors. Because of the outstanding natural value
of the beach area, further construction of such establishments should be stopped. Instead,
the commune authorities should give activity licences to the operators who commit
themselves to construct removable facilities according to orderly development and aesthetic
principles.

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Outdoor Outdoor Arena. Arena.
Arena. A dedicated venue with purpose built facilities to cater for motor sports,
competitive car and cycle events, together with recreational use. The venue could also cater
for other recreational activities and events. A new off-road venue would consolidate the
area’s position as a motor sports location and anticipate likely safety and environmental
pressure on the continuation of motor sports on public roads.
Bashtova Bashtova Castle. Castle. As the major historical site on the prime tourist route in the area, a
significant improvement in interpretation of the site and visitor access is proposed in this
strategy. This site could cater to local and foreign visitors by organizing various
entertainment activities, such as the gastronomic event where traditional cooking receipts
are presented to visitors. In collaboration with regional authorities in charge of culture
monuments, it could successfully converted into an open area theatre and cinema show,
where tourist could have the opportunity to see movies at least twice a week. In setting out to
achieve the implementation of these activities, the illumination of the site is proposed
together with upgrading of the road leading to the castle.
Picture 2: Several Views from Bashtova Castle
Themed Themed Evening Evening Entertainment Entertainment A scheduled evening event featuring dinner and
entertainment to cater to long stay visitors is suggested. The themes for consideration might
include authentic menus, costumed waiting personnel and music entertainment. Potential
venues could include the existing hotels, or restaurants, or an independent venue, such as
the Bashtova Castle.
Surfing Surfing Spot. Spot. A centre to provide changing and locker rooms, equipment storage and
maintenance is proposed. While the daily expenditure of surfers may not be high, the new
centre would help to consolidate the venue for the sport, increase awareness, and provide
integrated facilities suitable for group visits outside of the peak months.
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Kryevidh Kryevidh Regional Regional Museum. Museum.
Museum. While not primarily a tourist attraction, the setting up of a
new regional museum at Spilleja village presents an opportunity to present aspects of the
area’s heritage to visitors by means of special exhibitions and / or interpretation of nearby
sites, such as Rreth Greth.
Shkumbini Shkumbini Shkumbini River River mouth. mouth. mouth. The amenity potential of Shkumbini River Mouth for tourism has
yet to be realised. Low impact type developments are proposed to include angling access
and stands and controlled use of motorised pleasure crafts. River bank amenity and walks
are also highly desirable. Development initiatives underway including angling stands,
improvement walks are welcome developments which should be encouraged to further
exploit the amenity and recreational potential of the Shkumbini rivermouth.
The The Adjacent Adjacent Lagoon Lagoon of of Karavasta. Karavasta. This lagoon which is located south to Shkumbini
river mouth is the largest wetland site in Albania. Inside the Karavasta area there are three
categories of Protected Areas: (i) Karavasta Lagoon, which is Strict Natural Reserve, (II)
Divjaka National park, and (III Kulari- Managed Nature Reserve. The wetland shelters large
quantities of winter water birds and is also a major nesting site for species of conservation
concerns. At least six species of birds in Karavasta represent figures of international
importance. Among them the worth mentioning is the presence of Globally Threatened
Species such as the Dalmatian Pelican, Great Spotted Eagle, etc. Thus, the potentials for
recreation through nature tourism (including naturalist excursions, bird watching, horse
riding and carefully regulated angling and hunting) are real and could serve as a magnet
for tourist attraction.
Rural ural TT
Tourism. TT
ourism. The continuation of low scale tourism projects in rural areas is highly
desirable provided that accommodation is linked to particular activities, such as walking,
angling, horse-riding, cycling, etc. While rural tourism is unlikely to feature strongly in the
market positioning, a niche potential exists to attract visitors for a specialist rural experience.
It should be possible also to engage other visitors for day visits. Recently developed products
such as farm shop, pottery studio, farm trail, and “put and take” fishing lake have yet to
realize their potential. While the marketing of stay-over rural holidays is probably best
accomplished through association with specialist tour operators and co-operation with
neighboring areas, consideration should be given to greater promotion of activities and
attractions in the rural areas to holiday visitors at the coastal resorts.
8.1.2. “Soft Attractors”
A further range of attractors have been identified which are capable of either attracting new
visitors and / or enhancing the experience of visitors attracted by other factors. In each
instance these attractors utilize existing resources - facilities and people - and while
requiring some investment are not capital intensive.
Enhancing visitor appeal and experience: Some Recommendations

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In addressing the shortcomings a number of initiatives are proposed for consideration which
would enhance the visitor experience and increase visitor expenditure by prolonging the stay
in the area:
Countryside Countryside W WWalks.
W alks. The development of one or two signposted walking and biking routes
from 2 to 10 km, to both the casual and the serious walkers, will make the rural aspects of
the area accessible to visitors, providing a contrasting and complementary experience to the
coastal aspects of the area.
Free ree Bike Bike and and and Horse Horse Riding Riding Riding Scheme. Scheme. To encourage longer stays and to facilitate low
environmental impact mobility within the area a free bike and low cost horse riding scheme
is proposed in conjunction with designated cycle ways. The Commune authorities in
conjunction with a sponsor might consider such an initiative which is quite common in
European cities. This service would help to reduce the level of car traffic through the area
and channel visitors to a range of fragile sites and attractions. The service might be provided
by a local guide, or a specialist tourist route operator.
“Themed” Themed” WW
Walking WW
alking TT
Tours. TT
ours. A series of themed walking tours from high-density visitor
points e.g. Spilleja village is suggested. Themes might include historical sites; churches; the
castle of Bashtova, Turra Castle, Karavasta Lagoon, etc. These tours should be led by trained
guides.
Hotel Hotel Hotel and and and P PPub
P ub Entertainment. Entertainment. A schedule of in-hotel and pub entertainment, including
music, bands, singers etc. - should be used to enliven the visitor experience to Spilleja and/or
Kryevidh Commune. A program of entertainment for the area might include also DJs, any
theater troupes, etc.
Attracting Attracting Special Special Interest Interest Interest Markets: Markets: Some Some Some Recommendations. Recommendations. The potential market
for the area can be expanded considerably by providing identified niche markets with
particular motivations for visiting. A number of initiatives are proposed which would create a
reason to visit for specialist segments of the market that might not otherwise consider visiting
the area. The following proposals draw on existing resources and involve organization and
creative marketing of “self-fulfillment” type holidays rather than capital expenditure.
Organic Organic and and and Craft Craft Markets. Markets.
Markets. With the increasing interest in organic foods and
traditional crafts, an opportunity arises to stage and organize an agriculture and craft
market on a regular basis. This would, in addition to attracting local residents, considerably
enhance the experience of foreign visitors and generate favorable publicity for the area.
8.1.3. Events
The area has already been successful in generating considerable visitor traffic and significant
expenditure as a result of staging of a number of annual events. Lifestyle research indicates
a growing interest in events and festivals together with an increasing incidence of events
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becoming a prime motivator for travel. This category of tourism activity has a number of
positive aspects beyond the immediate traffic and economic benefits, including the role
such events can play in heightening the profile and image of the location.
Recommendations
Recommendations
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The area should continue to further develop a range of artistic and cultural events which
are consistent with the desired market positioning and which have minimal negative
environmental or social impacts. The future position of events currently staged should be
secured through necessary infrastructure investment and management. In addition, the
staging of traditional events in rural villages should be encouraged as they provide an
excellent focus on the area’s culture and traditions, which are of great interest to the visitor
and enhance the image of the destination.
A calendar of new events should:
· feature cultural, sporting and social themes that enhance the desired image
of the destination;
· be capable of development to a point where the event is unique in Durrësi
and Kavaja Area and ideally be of national and international significance,
the cultural event “Sofra Ilire”, organized by Region of Fier would be an ideal
example in this regard;
· be attractive to potential sponsors;
· generate overnight stays in serviced accommodation.
8.2. Visitor Accommodations
In the context of the overall goal and the changing market demand, the area faces
particular
challenges with regard to the stock of guest accommodation. The principal challenge is a
“miss match” between existing accommodation categories and the needs of tomorrow’s
market, particularly the requirements of foreign visitors. The problems faced by the formal
serviced accommodation categories - hotels and guesthouses - are further exacerbated by
the requirements to remain open for a longer period, despite a short season, and poor
efficiencies due to scale which lead to, at best, low profitability. Furthermore, demands of
modernization require capital at a time when alternative use of sites, can yield a higher rate
of return. If the goal of increasing and attracting tourists is to be achieved, a number of
strategic changes will have to be effected within the accommodation sector, in terms of the
composition of capacity by category and quality. The overall indicative approach needs to
be one whereby:
· An increase and remodeling of hotels is achieved;
· The unique problems of the traditional resort guesthouses
are addressed; and
· The area is not allowed to become a second home enclave to the exclusion
of rented self-catering accommodations.

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The critical factor in achieving these overall objectives for the sector will be the extent to
which
investment can be attracted into the sector coupled with improved prospects for trading. It is
obvious that incentives, such as grant assistance, soft loans, and / or fiscal relief, will be
necessary for the realization of these objectives.
8.2.1. Hotels
Market trends and projected touring traffic from outside Albanian would indicate an
expanding hotel potential for the area. Prime market prospects include:
Market Segment Source Market
· Touring visitors by coach and car Kosova, Macedonia CE Europe
· Medium and Short-stay holidays Kosovo, Macedonia, GB, Germany
· Based / special interest visitors GB, C. Europe
Currently the area has difficulty meeting the market requirements in capacity and / or
quality.
Furthermore, the business economics for hotels and guesthouses is highly seasonal.
Recommendations
Recommendations
If the area is to develop as a tourism centre for domestic and foreign visitors, expanded hotel
capacity will be required in the following categories:
· Existing Hotels: : : Current operators should be actively encouraged and
assisted in remodeling premises where it can be shown to be economically
viable to cater for changing market demands i.e. to reach optimum
operating size, and to provide an appropriate mix of ground floor facilities
and services. Co-operation and branded marketing would also benefit
existing hotels in reaching a broader market in a more cost-efficient manner.
· Tourist Hotels: Purpose designed to primarily cater for coach and car
tourists, located in Spilleja Beach, offering a 3* quality product and service.
Ideal size would be approximately 30 - 40 rooms, designed to expand. It is
recommended that such property be branded, as National Environmental
Label as part of a chain of properties within other European Countries, to
maximize marketing synergies.
It is envisaged that the property’s business mix would include touring visitors, short-breaks
from within the Tirana, Durrës, and Vlora.
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8.2.2. Guesthouses
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The traditional seaside resort guesthouses in the area are suffering from a number of factors
that adversely affect this market’s acceptability and economic viability. These include:
· Physical constraints of buildings and low incidence of en-suite rooms; and
· Absence of positive marketing distinctiveness or appeal.
These factors are combining to force many existing operators out of the business or to
reposition as B&B accommodation.
Recommendations
Recommendations
· Remodeling of existing premises: as a matter of urgency representation
should be made to the Commune, to seek special grant assistance and / or
capital relief for investment in traditional resort guesthouses;
· It is recommended that Commune authorities together with relevant
potential donors be designated a pilot program for the revitalization of this
category of accommodation. Within their context a review of both
certification and classification requirements is proposed to better assist to
meet itsunique challenges;
This would include a co-operative marketing program and reservations
service organized by the private sector to facilitate entry to foreign markets.
8.2.3. Caravan and Camping
The area has good potentials for caravan parks, catering almost exclusively to the foreign
market. It is likely that demand for sited mobile homes will contract over the next 10 years,
while an increase in foreign visitors will result in increased demand from touring caravaners
and campers. Touring caravaners will most likely be from mainland Europe (mostly Germany
and the Netherlands) and will include dormobiles/camper vans. The profile of campers will
be younger visitors especially from mainland Europe.
Recommendations
Recommendations
Recommendations
· Provision of services pitches for touring vans and tents within existing parks
as demand
· increases;
· Discourage any new parks and adopt conservative approach to the
expansion of existing parks;
· Encourage greater screening of park environs to further minimize visual
impact and explore
· possibility of cottage developments, segregated from mobile homes, but
having access to common recreational and retail facilities.

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9. 9. QUALITY QUALITY ASSURANCE
ASSURANCE
Assuming an adequate range of natural resources, and a range of visitor accommodation
and other services, the quality of the experienced is underpinned by:
· the maintenance and standard of the environment; and
· the way in which service is provided and delivered.
9.1 The Physical Environment - Care and Preservation
From the perspective of tourism the physical environment is a resource of utmost
importance. That which the tourist sees and experiences of the physical environment has a
primary influence on his views of Spilleja. The physical aspects of the environment that
tourists can see include:
· landscape, seascape, urban spaces;
· beaches, open spaces, forests and other public lands;
· public roads and furniture, car parks, pavements;
· historic sites and buildings;
· buildings of entertainment and recreation;
· retail outlets;
· visitor accommodations;
· places of public resort (piers, promenades, etc.).
The importance of an improved environmental quality cannot be over emphasized; and the
continued need for appropriate planning mechanisms to effect consistent standards and
change where necessary.
9.1.1 Land use & Planning
The development and conservation of the environment in an orderly way that reflects the
needs of tourists and the people of the commune is critical. Tourism has a great influence
on land use planning and development which is translated into both the exploitation of land
as a resource, and into the value which it produces as a tourist product. Tourism can
generate problems for the maintenance of the environmental qualities as, for example,
erosion, excessive exploitation and pollution of water resources, which must be tackled if
sustainable and not degenerative tourism development is desired.
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9.1.2. Carrying Capacity Assessment
The calculation of carrying capacities is done through the integration of several
parameters:
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· Natural resources. This concerns mainly preservation of the natural
environment and in particular, output of the water supply;
· The accessibility of the area, i.e. the proximity with the nearest airport, port
and the portion of travelling by car, b us, etc.
· The dimension of the site and morphology of the landscape, which
determine the density, the maximum height of building and the aesthetic
component.
The types of possible tourism development, together with their carrying capacity guidelines
for Spilleja beach are given in the table 10 below:
Table able 10: 10: Assessment of Carrying Capacities for the Area
Description
Type of possible tourism
Specific measures of
protection/environmental
concerns
Projections of carrying
capacity for the area
Spilleja area comprises a beach of an important length. The back
size of the beach is associated with a dens belt of pine trees
Middle class tourism possible
Source: Consultants’ Assessment, Albanian Tourism Development Guidelines.
A site for potential development of holiday resorts build in the form
of low rise hotels up to three floors on the back of the beach and in
the hilly area.
Main and secondary road networks have to be improved or created.
Lack of sewage treatment and solid waste disposal remains one of
the biggest infrastructural problems and must be addressed as
urgently as possible.
Fair rules of urbanization and architecture for the extend of the zone
for possible tourism development.
No more than 100 tourist bed/ha, or 100m 2 beach territory per
visitor.

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9.1.3. The Need for an Integrated Approach
The requirement, which follows from the analysis, is to develop models which adapt to the
different spatial and land use realities of tourism and which are capable of overcoming
problems such as seasonality or the overexploitation of resources. In the context of planning
for tourism and environment, it is important to have regard to the following considerations:
· Tourism is a living phenomenon and is in transformation. Control will only be
effective in territorial planning if it is possible to add conservation to the
improvement of the territory, establishing the most appropriate forms of
management with regard to the natural environment of the various tourism
products;
· Management projects, plans and methodologies should be appropriate to
reality in order to contribute to the improvement of obsolete products and
the identification of those spaces that can be developed or improved. An
integrated planning approach is vital in order to maintain the quality of the
physical surroundings. Undeveloped territory should be preserved through
both qualitative and quantitative controls;
· The physical and economic nature of tourism products, including parametric
characteristics, aspects of spatial, localization and management
determinants; and
· The analysis of the development processes of tourism areas, including
structural and parametric readings, time sequences, induced effects,
synergies and national values.
9.2. Pilot Projects and Experiences
The advisability of putting pilot experiences into practice emerged very strongly during the
consultations process, with particular reference to:
· Preparing new spatial reference models for the development of tourism
spaces;
· The promotion of partnership and participation between public and private
bodies, so ensuring that all the relevant stakeholders “buy into” particular
projects, thus improving the prospects of their successful implementation
and realization.
The refurbishment of the street in Spilleja village by ADF funds is regarded as a good
example of such a pilot project that is helping to promote visual coherence and order in the
areas’ streetscape. However there are many other needs and ideas which might be
addressed through other funding opportunities. Through these funding opportunities small
scale projects have to be instrumental in diversifying the economy of Kryevidh rural area
through exposure to tourism.
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Recommendations
Recommendations
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The following recommendations are made in respect of land use planning and development:
· There is a need for a more detailed area planning framework and supporting
institutional system to provide a relevant context and instrument for bridging
area disparities in terms of employment opportunities, infrastructure, and the
provision of services and tourism development;
· The development of model concepts for tourism projects which will provide a
group of references and a method of analysis would allow relationships with
the surroundings to be optimized. This would include consideration of the
characteristics and qualities of the landscape on the one hand, and the
volume, mass and distribution of proposed developments, on the other. The
importance of scale, profile and building massing must also be considered in
the context of ensuring assimilation within the lines of established historic
landscapes and without diluting or destroying the horizon;
· In terms of identity, there is a need to promote local architecture, with
particular reference to:
- repairing existing structures
- the promotion of more restoration and demonstration type projects should
be encouraged, with particular reference to urban refurbishment
- the need for a multi-disciplinary approach to the problems of reconciling
tourism development and organization with sustainable development; and
· Tourism planning should be based on criteria of quality and harmonious
assimilation of tourism and the landscape (physical and human), a measure
which should have just as much importance as the economic, strategic or
political criteria.
9.3. Infrastructure
Infrastructure can all to easily be taken for granted and the extent to which they impact on
the tourist product is only recognized when a deficiency becomes evident. In view of the
proposed environmental emphasis, a waste management program will become increasingly
important. Best practice within both the public and private sectors is called for, as anything
less will undermine the desired positioning of Spilleja as a tourist destination. Furthermore,
with growing customer awareness of the value of good environmental practice in relation to
waste management Spilleja has an opportunity to gain a competitive advantage. The full
refurbishment of the road linking the national corridor with Kryevidh villages at the beginning
of new tourist season, bears a great advantage to the development of tourism activities to
the area. Nevertheless the reconstruction of some local streets linking major tourism
products and attractions represent another challenge for the commune authorities. The
most important among them are the streets linking:

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· Spilleja village with Bashtova Castle; and
· the proposed caravanning site with existing road leading to the village
entrance.
Recommendations
Recommendations
The strategy, which encourages greater circulation of visitors, including coastal and rural
tourism, caravans and camping and some special interest holidays will require investment in
signposting and traffic management programs.
· Signage - directional and informational requires to be addressed in a
comprehensive and integrated manner, corresponding to internationally
accepted norms to facilitate tourism.
· Pedestrian ways - footpaths, squares / plazas, parks, green areas, access to
the sea and to significant sites and road side furnishings require to be
integrated and upgraded to create a more pleasant and visitor friendly
experience.
· Traffic management, especially in urban areas and the immediate environs
of high-density visitation areas will require attention. Co-ordinated
management measures such as traffic calming, increased fee paying car
and coach parking, park and ride facilities, restricted access areas/times will
be required to relieve congestion and improve the environment for visitors,
residents and local businesses.
9.3.1. Beaches
The area has an established reputation for the quality of its beaches. With growing customer
awareness of water quality and related matters the attainment and maintenance of National
Environmental Labels (NEL) status for the beaches in the area should be a priority objective.
Picture 3: Views from Spilleja Beach
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9.3.2. Urbanscape improvement
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Continuation of the urban and village environmental enhancement programs should remain
a priority in order to heighten the visual and amenity appeal of streetscapes within the area.
The more extensive use of restored shop frontages; flowers; street furnishings would further
enhance the main thoroughfares.
9.4. Spatial Distribution of Tourism
The varying characteristics of the area offer the potential to achieve spatial distribution of
tourism throughout the beach area. Spilleja is the effective tourism “hub” due to its range of
visitor facilities, attractions and services. The following outlines the location vision and actions
within the context of the proposed strategy for the future of tourism to the area.
Spilleja Spilleja Village: Village: Will continue to attract tourist who like to experience B&Bs, Guest House
and other types of family hotels. With a projected increase in tourists to the area, a major
challenge will be to improve the viability and accessibility of village centre to the passing
visitor The urban renewal envisaged for the village should be strongly fashioned after the
coastal resort-style appearance in order to preserve the town’s distinctive character.
Feasibility plans need to be prepared for external restoration and/or refurbishment of
prominent houses with high visual impact. The encouragement of a distinctive mix of more
up-scale retail and catering outlets, should be a priority. In order to maintain the village’s
ambiance and appeal incentives are urgently required to ensure that residential and
guesthouse properties can be maintained in use and are not allowed to deteriorate further.
Spilleja Spilleja Spilleja Beach: Beach: Will continue to act as the primary tourism hub for the area. Based on a
cluster concept, those services and facilities exclusively catering to tourism would appear to
have the best prospects for success, based on maximizing catchment potential. The
improvement of the road linking the area with the national corridor will improve the
prospects of capturing visitors, together with increased car and coach parking. Therefore, in
contrast to the adjacent Durrësi Bay, the ambiance and pace of Spilleja beach should be
maintained as more reserved with a range of facilities and services consisting of smaller
scale hotels, motels camping and caravans. The specific tourist amenities related to the
beach, water sports walking, and en-route touring should be developed along the sea-front,
to include day time shopping opportunities and evening dining.
Kryevidh Kryevidh Village: Village: Village: The restoration of a village ambiance, through revitalized retail and
catering, appears to be a priority. The scale of second home development in recent years has
resulted in a major change in character. The village needs to recreate a centre through style
and scale of architecture, and public use opportunities. The redevelopment of a village inn
style hotel or hostelry would help create the desired ambiance.
Bashtova Bashtova and and T TTurra
T urra Castles: Castles: Castles: These cultural monuments with access to angling and
countryside walks, are potentially well suited to attracting more visitors. The spots
revitalization, supported by local guides, together with a presence of mix of antique, crafts
and local souvenirs, and organization of various cultural events could be of particular appeal
to tourists.

133
9.5. Human Resource Development
As a service industry, the quality of the tourism experience is largely dependent on the inputs
of people who interface with the visitor. The challenge facing all tourism destinations is to
ensure that procedures and delivery mechanisms are in place to ensure a consistency in the
standard of service which the customer receives. The success is dependent on both
management and front-line personnel. The availability of a well-educated workforce
constitutes a valuable resource for tourism development. The tourism industry in the area is
faced with a number of challenges, including how to improve the level of service, how to
increase the number of trained staff, given the seasonal pattern of demand and the largescale
migration of younger people to seek employment in large cities.
Education and training at all levels are critically important in the implementation of a quality
assurance program. Ongoing development of the human resource is an aspect of business
which requires investment by the private sector.
Recommendations
Recommendations
· A series of information workshops for business proprietors, hotel and
restaurant managers engaged in tourism is an urgent need. The workshops
would concentrate on how best to meet the needs of the new market by
reference to “best practice” in competitor destinations;
· In conjunction with the Albanian Tourism Association and European
University for Tourism, the design of a series of training courses for
accommodation and catering staff, should start as soon as possible;
· A guide training program for individuals with specialist knowledge of the
area should also be considered in the near future.
9.5.1. Tourist Information Services
In any tourism destination the provision of a good quality information service can
considerably enhance the experience for the visitor. Research has showed that on-location
information professionally presented can positively influence a tourist’s behavior in terms of
length of stay and expenditure.
Recommendations
Recommendations
· Provide self-service information points at a number of strategic locations
throughout the area;
· Consider the provision of an information kiosks at the entrance of Spilleja
village, which is the highest density tourist spot of the area;
· Introduce a system of information tourist signage; and
· Recruit a network of volunteer informational guides.
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10. 10. GO GOVERNANCE GO VERNANCE AND AND ORGANISA
ORGANISATION
ORGANISA TION
10.1. Governance
Regulatory Environment.
134
The key areas of regulatory enforcement that will determine the quality and viability of the
tourism product will be planning and environmental controls coupled with quality mark and
classification criteria.
Recommendations
Recommendations
A strict enforcement of environmental controls on public and private sector developments
will be necessary to ensure the sustainability of the area as a tourism destination.
Incentives
The implementation of the proposed strategy calls for investment in the tourism plant by
both the public and private sectors. Experiences in other destinations have amply
demonstrated the benefits of incentives as a policy instrument:
· To stimulate private sector investment;
· To attract new sources of capital into the sector;
· To encourage renewal and extension investments;
· To reduce possibility of displacement effects and allocation inefficiencies;
· To provide greater flexibility to respond to emerging opportunities and
trends.
Typically, investment incentives fall into one of the following categories - grant aid; “soft” or
subsidized loan capital; and taxed-based incentives. Tax based incentives tend to be more
effective in stimulating investment, and as they represent exchequer revenue foregone tend
to be more attractive to governments.
Recommendations
Recommendations
A pilot fiscal incentive scheme be prepared and presented to Government for consideration
to include:
· accelerated capital allowances;
· Tax relief or a tax credit system for marketing and training expenditures; and

135
It is recommended that an appropriate set of mechanisms be proposed to achieve specific
strategic objectives, for example:
· Refurbishment of older visitor accommodation;
· Development of specific new products;
· Environmental improvements;
· Investment in “attractors”, which can be shown to be highly desirable and
operationally viable, but provide an unacceptable rate of return on
investment; and
· Investment in marketing and human resource development.
The choice of specific measures should be dictated by the appropriateness, effectiveness,
and
administrative efficiency of any such incentive in helping Kryevidh Commune achieve its
strategic objectives in the light of its unique circumstances.
10.2. Managing Transition
The fundamental consideration in making the transition is the way in which supply and
demand are managed. Therefore it will be critical that the supply (type, quantity and quality)
of all the constituent elements of the tourist product in Spilleja are developed and brought on
stream in a cohesive way. Equally important will be that the demand for the areas’ tourism
(number and type of visitors) matches in every way the product development required under
the new strategy.
To achieve the necessary level of symmetry between the product and the customer calls for
close and continuous management of the multifaceted elements that constitute supply and
demand in tourism. Exacerbating the situation is the reality that the transition process must
also take into account the absolute necessity of continuing to accommodate certain types of
business in the short-term until it can be replaced and the fact that out of state demand in
the short term may outstrip supply.
Recommendations
Recommendations
· Phased Phased Phased Implementation
Implementation
Successful strategic implementation together with the need to accommodate existing
business implies that change must be gradual or phased. Phasing may be considered as
falling into three time periods:
- Phase I - year 2009 the decision to adopt the strategy;
- Phase II - the period that includes years 2010-2012;
- Phase III - the period from year 2012 onwards to 2014.
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· Managing Managing Implementation
Implementation
Three factors are integral to the process of managing implementation, they are:
- Communicating the strategy so there is a wide understanding and acceptance of
what is being undertaken;
- Identifying the key players and the role they will have in implementing the strategy;
- Establishing the right structure to support the implementation of the strategy.
136
Detailed planning will be the key to strategic implementation. With the crucial decision taken
as to strategy, consideration must be given as to how it will be implemented. Success in
implementation is closely linked to careful and detailed planning.
10.3. Organizational Structures
Managing the implementation of the strategy can be greatly facilitated by the right
organizational structure being in place. The complexity of the tourist industry and the wide
range of interests involved make it important that clear regional and area partnership
structures are designed aimed at facilitating the process of planning, co-ordination and
implementation of the strategy for tourism. The evidence of best practice elsewhere points to
the need to engage all stakeholders in an effective public - private sector partnership.
The following key structures for partnership are recommended:
Kryevidh Kryevidh Commune Commune Council’s Council’s Council’s Leadership Leadership Role. Role. The Commune Council of Kryevidh
should provide leadership through a clear statement of policy which will inform all future
decisions taken in relation to the tourism sector. It should also provide a platform for the
development of initiatives that will require the formation of new private / public sector
partnerships. The policy statement should provide the impetus for the creation of the new
structures that will be required. It will also provide the go ahead for the many public and
private sector initiatives that will be necessary to effect change. The Commune Council is the
logical leader of the process of implementation of the strategy. In order to be able to fulfill its
role in this regard however, it may be necessary to re organize the commune’s structure with
a view to ensuring that it is capable of acting with the speed and initiative that will be
required in a fast changing commercial environment. There are many complex and difficult
tasks implied in the implementation of this strategy. In order to ensure that they are
completed, there is a requirement for innovative and decisive leadership from the local
authority representatives that is firmly rooted in close contact with the private sector
The The Hotelier Hotelier-Tourism Hotelier ourism Association Association of of Spilleja. Spilleja. As a community-based development
organization, this association can encourage and support further development initiatives to
attract and support tourism to the area. Its role and activities engage the public, private and
voluntary or community stakeholders in new small scale enterprises to further local
economic development. Should this association be functional, it can be considered the
counterpart of larger tourism non-for profit organizations, like Albanian Tourism Association

137
(ATA) which encounters over 120 members from the sectors of accommodation, catering
and travel agents.
Tourism ourism ourism Development Development Unit. Unit. This unit should be constituted at the commune level to
include relevant representatives of Local Authorities and private/voluntary sector
representatives. The duties this Task Force will be to:
- Establish priorities and set targets for tourism within the area;
- Lobby central government on issues pertaining to tourism, e.g. regulatory,
investment,environmental and planning issues;
- Oversee the implementation of the Tourism Development Plan for Kryevidh
Commune;
- Market and monitor specific initiatives in the areas of Product Development,
Environmental Management, Marketing and Promotion and Quality of Service
Delivery; and
- Monitor the achievement of the targets
The The P PPrivate
P rivate Sector Sector. Sector . No amount of planning on the part of the public sector will lead to a
sustainable competitive advantage for tourism in the area without co-ordinated effort of all
of the private sector interests in the process. The key areas for development will include:
· Product Development and Innovation: the principal onus for the
development of relevant products and services for the targeted markets and
market segments will fall on the private sector. This process must be
underpinned by strategic research into appropriate standards in the
development of tourism facilities and will require an input from design
consultants capable of developing products and services with a specific local
identity.
· Marketing and Sales: There is an urgent need for the industry to review its
competence in the area of marketing and sales. The shift from overdependence
on mass distribution led markets towards more targeted
segments will require professional marketing techniques. This will include the
use of the latest technology in developing customer loyalty programs
through database marketing and direct marketing.
· Quality of service delivery: the industry will need to enhance its level of
competence in the areas of Human Resource Management and Operations
Management in order to inculcate throughout the industry a culture of
quality in the delivery of services. Industry led quality certification programs,
aimed at identifying and certifying leading practice in the areas of
quality customer led service delivery is essential to achieving sustainable
competitive advantage.
· Involvement Involvement of of Local Local Local Community
Community
The roles and priorities for the local authority and community groups within the area will
include:
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- Local public education and awareness programs;
- Local environmental protection, conservation and enhancement initiatives;
- Promotion of local / regional identity;
- Stimulating local product development initiatives in partnership with private sector
- developers;
- Providing customer led services for visitors at local level; and
- Promoting a culture of welcome for visitors at local level.
138

139
RECCOMEND
RECCOMENDATIONS RECCOMEND
RECCOMEND TIONS FOR FOR CO COAST CO AST ASTAL AST AL DEVEL DEVELOPMENT DEVEL OPMENT IN
IN
KRYEVIDH KRYEVIDH COMMUNE
COMMUNE
General General Recommendations Recommendations and and Urgent Urgent Urgent Measures
Measures
The analysis of physical, environmental, institutional and human development context, which
have been presented in this report, aim at identifying the key obstacle an opportunities in
achieving the objective for tourism development in Kryevidh Commune. Based on this
analysis, the following recommendations are formulated to be considered by the commune
authorities and other relevant stakeholders.
In terms of urgency, the recommendations and proposed measures belong to three groups:
immediate (urgent), short term, and mid-long-term.
Given the scale of potential development along the Spilleja coast, the following measures are
recommended:
1. Coastal belt of 200 m should be proclaimed as a protected coastal
area, of particular significance and interest for the commune.
2. Any construction of tourist buildings within the protected coastal
area can take place only after the adoption of a detailed regulatory plan (urban
planning study for the zone). The only exemption may be within the urbanized area
within the villages of the commune. The key aim of a detailed regulatory plan is to
define the system of open public spaces including the road/street network and
adequate infrastructure services.
3. Construction of tourist establishments within the protected coastal
area can take place only after the open public spaces including the road/street
corridors with communal infrastructure and green areas, are subdivided according
to the approved detailed regulatory plan.
4. Within the residential and tourism development uses no development
of tourist accommodation facilities should be allowed in a 100 coastal belt. Within
this belt, the allowed interventions include: open public spaces, such as recreations
areas, tourist catering and entertainment facilities, and coastal infrastructure,
(coastal streets, parking lots, etc.)
5. Measures not to allow real estate development within the tourist
development zone. It is important not to allow the building of the apartments which
are most often intended to be sold on the real estate market.
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140
6. Measures should be introduced to control spreading of settlement
along shore (coastal ribbon development) which is being done so often though legal
land use plans along the shore of Durrësi and Golemi Bay. Local-level land use
planning documents should provide clear criteria, preferably quantified, based on the
size of the existing building land, share of already developed land within it, and
tourism development forecast as well. Such measure should protect the coastal belt
from sprawl development, balance supply and demand of buildable land, and make
provisions of urban infrastructure services more cost effective.
7. A new strategic and systematic process for the assessment of the
culture heritage condition, pressure on protection priorities – including cultural
landscapes- should be developed within the planning process. The cultural and scenic
landscape values of Kryevidh, in particular in Spilleja coast remains a major attraction
for the tourism industry and these values should be managed as a key component of
tourism infrastructure.
8. The consultants contacts revealed that most of local development
actors consider tourism the key economic sector in the future. However, it should be
noted that tourism today is highly sensitive to the movement of international capital
mostly driven by large emittive markets. In addition, tourism has become a very
competitive industry, and particularly sensitive to environmental degradation (The case
of Durrës and Golem). This is why tourism should not be permitted to become the
over-dominant regional economic sector. Agriculture and fisheries with related
industries, a strong service sector, in particular trade, combined with tourism
business, provide the best balance of diversity.
9. Massive, and often externally driven tourism development has proved
to produce the greater environmental, economic, and social shock to a destination.
In addition, over dominant international tourism development brings a high rate of
profit leakage. Instead, a slower growth with lower scale development and significant
share of local investment has a much better chance of adapting to the existing
conditions. It also has the advantage of a greater public involvement locally, providing
a better integration and greater returns to the local community.

141
11. 11. STRA STRATEGIC STRA TEGIC FRAMEWORK FRAMEWORK – – OUTLINE OUTLINE A AACTION
A CTION PLAN
PLAN
Estimated
Cost1 Partners
Lead
Responsibility
Output
Timing
Action
Ref.
All
Kryevidh
Commune
Full understanding and support from
sectors
- Private
- Public
- Voluntary
Prioritized program
2009
Managing the Process
“Sell the vision” to all stakeholders
(local / regional / national)
- Briefings / meetings
- media publicity
1.
1.1
Tourism
Development Unit
Kryevidh
Commune
Annual action plan
Agreed on project priority
Identification of funding opportunities
Facilitation of delivery projects
2009
1.2 Establish Tourism Development Unit
Small advisory group of influential actors (from
public and private sector) who can contribute to the
implementation of tourism strategy)
Engagement on quarterly / half year basis
Tourism
Development Unit
Kryevidh
Commune
Quarterly Review and revision
New updates etc.
1.3 Monitoring the action plan
Strategic Product Development Program
2.
“Hard Attractors”
2.1
Government
Agencies
Kryevidh
Commune
Increase the interest in new attractors in
heritage, entertainment, shopping
categories.
Prioritize specifically the caravan camping
and beach tourism development.
Prioritize investments for refurbishment of
inner part of Bashtova Castle
Provide new evening entertainment
product for 2010 season.
2009-2014
Develop product specifications, outline investment
proposals and operational models.
2.1.1
Kryevidh
Commune
Local Tourism
Business
Kryevidh
Commune
Kryevidh
Commune
Kryevidh
Commune
1 This column provides rough estimations for proposed infrastructure works, promotional and human development activities.
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Estimated
Cost
Partners
Lead
Responsibility
Output
Timing
Action
Ref.
Private / public
sector
Task force
Kryevidh
Commune
“Priority list” of achievable projects and delivery
schedule for the period 2009-2014.
2009 +
Prioritize and categorize by funding source i.e.
Public/PPF/Private
2.1.2
Government
Agencies
Kryevidh
Commune
Obtain funding for public and PPF projects.
2009 +
Submit Public Sector Development program to
Funding Agencies
2.1.3
Private / public
“Soft Attractors”
2.2
All
Solicit operator interest / participation
2009+
Workshop for prospective operators / partners.
2.2.1
Private / public
Kryevidh
Commune
Kryevidh
Commune
“Priority list” of achievable projects and
delivery schedule for the period 2009 -‘14.
2009+
Prioritize and categorize by funding source i.e.
Public/PPF/Private
2.2.2
ADF / Banks
Kryevidh
Commune
Advance business proposal to fruition
2010+
Specialist advisory service and business
development support.
2.2.3
Events
2.3
Local business
Kryevidh
Commune
Continue to support existing major events
2009+
Reassess facilities requirements for existing
festivals/events, in light of competition and changing
environment.
2.3.1
Local business
Events organizers
Kryevidh
Commune
Establish suitable events
2009+
Support culinary and cultural festivals and events to
become events of regional and national significance.
2.3.2
Private / public
Kryevidh
Commune
Expand calendar of events with new
festivals/events by 2010-2012
2009 /
Ongoing
Target new event and events funding.
2.3.3
142

143
Estimated
Cost
Partners
Lead
Responsibility
Output
Timing
Action
Ref.
Hotels
2.4
Spilleja Hotel
Association /
European University
for Tourism, etc.
Kryevidh
Commune
Improved stock of hotel accommodation
More market appropriate /focused
products and services
Improved viability and customer
satisfaction
2009-2014
Existing hotels: encourage business development by
- Exposure to best practices
- Workshops/seminars on current trends and
business operations to respond to customer
needs
- Provision of professional advice and mentorship,
etc.
2.4.1
Guesthouses and B&Bs
2.5
Donor Agencies
Kryevidh
Commune
Establish registration and classification
criteria/Special accommodation
categorization
Reposition the product with improved
image and value perception
More effective marketing and services
systems
Improved visitor welcome and services
2009+
Make case for special treatment of coastal resort
guesthouses and B&Bs
2.5.1
2010+
Maintain distinctiveness and improve viability by
shared facilities, e.g. common food and beverage,
reception, etc.
2.5.2
2010+
Program to support hospitality services and
cooperative marketing
2.5.3
Marketing Program
3.
Tourism Business /
National Tourism
Agency / Municipal
Office for Tourism
Kryevidh
Commune
Position the destination with new
campaign in domestic and outside
markets
2009-2012
Research, develop and test new promotional image
- Define the image and appeal proposition in the
context of product and new strategy
- Integrate to maximize synergies and efficiencies
alongside Adriatic brand positioning.
3.1
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Estimated
Cost
Partners
Lead
Responsibility
Output
Timing
Action
Ref.
3.2
1,800 Euro
Tourism and IT
Businesses
Kryevidh
Commune
On-line access for consumers to
information and bookings
2009+
Develop and maintain a tourism web-site
- Develop a user friendly site or portal which in
conjunction with tourism business will provide
access to information and to reservations
Revamped Promotional Campaigns
- Publicity / PR
- Promotional materials
- Marketing campaigns
- Tourist fairs
- Familiarization trips of journalists and travel
writers
- Annual monitoring assessment
3.4
20,000 Euro
Tourism and
Marketing
businesses
Kryevidh
Commune
Improve effectiveness and greater
efficiencies
2009+
_
Special Interest Marketing
- Nature exploration
- Culture heritage
- Rural Tourism
- Fishing
- Outdoor activities
The campaign will include trade and consumer in
markets as appropriate
3.5
National Tourism
Agency / Albanian
Tourism Association
Kryevidh
Commune
Penetration of market segments,
conversions/visits and inclusion by tour
operators in programs.
2009+
Research & Marketing Surveys
- Visitor profiles, etc.
- Potential markets / segment studies
3.5
_
Tourism Consultant
Offices
Kryevidh
Commune
Improved information and effectiveness
2009+
4.
Regional
Environmental
Agency
Kryevidh
Commune-
Private Sector
Quality Assurance Program
\
Improving the Environment
Urban environmental upgrading programs and
incentives
4.1
Property and environmental enhancement
2009-2012
4.1.1
144

145
Source and
amount of
funding
Partners
Lead
Responsibility
Output
Timing
Action
Ref.
European University
for Tourism
Kryevidh
Commune
2010-2012 Restoration and increased use of
architecture
4.1.2 Advisory Workshops and professional service
to encourage and assist properly owners and
developers
Infrastructure
4.2
35,000 Euro 2
Albanian
Development Fund
Kryevidh
Commune
Direct access to seashore
Coastal and countryside walks
2009-2010
Construction of a 240 m road linking the Spilleja
entrance with the proposed camping and caravanning
site.
4.2.1
10,000 Euro
Albanian
Development Fund
Kryevidh
Commune
Improved waste / cleansing and service
arrangement
2009-2010
The Construction of Open Bars and Public Toilets
along the beach
4.2.2
55,000 Euro
Albanian
Development Fund
Kryevidh
Commune
Access to cultural heritage site
2010-2013
Refurbishment of the road linking Spilleja Village with
Bashtova Castle
4.2.3
100,000 Euro
Professional
Services
Tourism Businesses
Kryevidh
Commune
Improvement waste collection
2010+
Installing a collector for waste treatment
4.2.4
Touring route
2010+
Paths and biking trails
4.2.5
General Directorate
of Roads
Kryevidh
Commune
Reduced congestion
Improved parking
2009+
Traffic Management programs
4.2.6
Beach Management Program
4.3
Albanian Chamber
of Commerce /
Albanian Tourism
Association
Kryevidh
Commune
NEL status
Annual
Application of national environmental label (NEL)
4.3.1
Improved waste / cleansing and beach
maintenance
Annual
Beach management and clean up-program
4.3.2
2 This figure is a rough estimation provided by a roads construction expert.
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Source and
amount of
funding
Partners
Lead
Responsibility
Output
Timing
Action
Ref.
Human Resource Development
4.4
15,000 Euro
Task force / tourism
businesses /
European University
for Tourism
Kryevidh
Commune
Greater support for tourism
2010 +
Public Awareness Campaign
4.4.1
Identification of training needs
2010 +
Hospitality skills enhancement
4.4.2
Kryevidh
Commune
Improved tourist service quality
annually
Conduct Training Courses
4.4.3
Kryevidh
Commune
Improved quality and management
practices
annually
“Best practice” tours
4.4.4
Tourist Information Services
4.5
3, 000 Euro 3
Municipality of
Kavaja / National
Tourism Agency
Kryevidh
Commune
Improved and more accessible tourist
information
Increased service
2010+
Set up a tourist information kiosk in Spilleja Village
4.5.1
2010+
Evolve new methods of delivery
4.5.2
Increased professionalism in tourist
services delivery
2011+
Preparation of volunteer staff / guides
4.5.3
146
3 Including the production of simple promotional materials