Integrated Cross-Sectorial Plan of Tirana-Durres Area

EP6- Regional branding and tourism
The creation of a “regional brand” is a key
factor to the recognition and economic growth
of the region. The Regional Development
Agency no. 2 and the municipalities of the
region should develop a regional promotion
and marketing strategy, based on the regional
strengths (physical, human, environmental,
socio-cultural, economic, natural and manmade
capital), to promote a more competitive
environment, and attract specialized human
capital and foreign investments.
The thematic framework for the development
of regional “Branding and Marketing” should
include and take into consideration:
• Regional identity and the sense of belonging;
• Community branding and preserving their
authenticity, as a priority in creating conditions
for a climate of trust and cooperation;
• Developing regional brands of products and
services “Made in Albania”;
• Promoting told experiences, based on
positive personal experiences (tourists,
potential investors, traders);
• Creating and promoting regional image,
successful achievements in the region, based
on the cooperation climate of partnerships
with domestic and foreign actors;
• Promoting “landmarks”, unique symbols for
the region not only of the “objects” category,
but also territorial and natural potentials, such
as unique regional locations or services;
• Recruiting local or international businesses
in building and presenting a “regional
message” (as a business climate promoter);
• Promoting and branding the sustainable
habitat and community living in harmony with
nature.
EP6.1- Tourism as an added value
Efforts to develop regional tourism have
as their main goal the creation of a unique
metropolitan destination with natural assets
that provide unique opportunities and services,
with an active, inclusive and multi-ethnic
community and an innovation-based business
climate.
The plan aims to combine the services and
quality products of regional businesses with
cultural-historical-natural tours, and provide
a high quality agri-tourism service in rural
areas.
This approach will serve to diversify choice
options and to extend the visitors stay in the
region.
Regional capitals for tourism development:
• Human capital: the most precious value from
which regional tourism should be promoted;
• Geographical values and attractive territorial
poles, access to them and the quality of
the environment as key factors for the
development of tourist destinations;
• Special products and services, with a
particular identity, in the form of “patented
and branded regional brands” with innovative,
efficient and competitive innovation;
• Image, culture and services, as positive and
unique elements with a direct impact on the
development of regional tourism.
EP6.2- Service tourism
Service tourism is a kind of consequence, as
the main reason for the movement of persons
considered as visitors to this category is to
obtain the services provided in the region.
Efforts to develop regional tourism create
opportunities for visits of this category to be
accompanied by the recognition and enjoyment
of other goods provided by the region.
Service tourism extends the stay of visitors
in the region and serves to establish their
relationship and familiarization with it.
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