Macedonia Tourism Promotion Action Plan

PROMOTION OF SUSTAINABLE TOURISM IN MACEDONIA

“EASTERN (BREGALNICA)REGION AND SOUTHEASTERN (STRUMICA) REGION

“CRADLE OF CULTURE - LAND OF NATURE”

ACTION PLANTOURISM PROMOTION FOR SOUTHEAST

EUROPEAN COUNTRIES

REPUBLIC OF MACEDONIA

04 September 2008JICA, Sapporo

- Name

Lazar Gazepov

- Organization

Municipality of Radovish

- Position

Head of Local Economic Development Department

Developed by:


- Name Ljupcho Karakashovski- OrganizationMunicipality of Pehcevo- Position Assistant in Local Economic Development Department

CONTENT:

1. Introduction

INTRODUCTION:

On its road to secure its place under the sun, Republic of Macedonia faces a number of challenges that constitute an important test of the nation’s commitment to improvement. One of these challenges relates to the sustainable tourism promotion and sustainable regional development. The Republic of Macedonia takes current efforts to elaborate a policy of sustainable tourism promotion and balanced regional development.The main effort of policy making is developed in accordance with EU specifications and modern world trends. This document will represent an account of priorities aimed to create successful projects that will provide multi-level support to Macedonia’s tourism promotion policy and regional development program. With this ACTION PLAN we will try to emphasize the importance of the different stakeholder’s role and necessity of networking among them. In this course it’s an outmost importance establishment and maintenance of tourism associations or organizations that can be functional on National, Regional and Local level. The priorities in recommendations for future efforts are focused on the optimum utilization of Macedonia’s cultural and natural heritage through strengthening existing capacities and promotion of tourist organization on national and regional level.

GeographyArea: 25,713 square km. (slightly larger than Vermont).Cities (2001 est.): Capital--Skopje 600,000; Tetovo, Kumanovo, Gostivar and Bitola 100,000+. Geography: Situated in the southern region of the Balkan Peninsula, Macedonia is landlocked and mountainous. Climate: Three climatic types overlap--Mediterranean; moderately continental; and mountainous, producing hot, dry summers and cold, snowy winters. PeoplePopulation (2006 est.): 2,042,894.Growth rate (2006 est.): 0.2%.Ethnic groups (2002): Macedonian 64.18%, Albanian 25.17%, Turkish 3.85%, Roma 2.66%, Serb 1.78%. Religions: Eastern Orthodox 65%, Muslim 29%, Catholic 4% and others 2%.Languages: Macedonian 70%, Albanian 21%, Turkish 3%, Serbian 3%, and others 3%.Education: Years compulsory--8. Literacy--94.6%.Health (2006 est.): Infant mortality rate--11.1 deaths/per 1,000 live births. Life expectancy--males 71.79 years; females 76.43 years.Labor force (2006): 903,576; employed 578,810: services--37.5%; industry and commerce--44.9%; agriculture--17.6%.

GovernmentType: Parliamentary democracy.Economy GDP (2007 est.): $8.036 billion. Per capita GDP (2007 est.): $3,720.Real GDP growth (first quarter 2008 est.): 5.2%.Annualized inflation rate (first half 2008): 10.1%.Unemployment rate (2007): 34.9%.Trade: Significant exports--steel, textile products, chromium, lead, zinc, nickel, tobacco, lamb, and wine. Official exchange rate (2007 avg.): 44.7 Macedonian denars = U.S.$1; (2006 avg.): 48.8 Macedonian denars = U.S.$1.

Table1. Selected data for the regionsTable2. Generation of value contributed by institutional sectors in the

regions

Population Employed Unemployed rate % Households GDP % national avarage

Macedonia 2.022,547 460,544 38,1 564,237 6,850 -

East (Bregalnica) Region

203,213 54,779 34,5 64,490 5,104 75

South-East (Strumica) Region

171,416 50,559 34,4 49,695 6,050 88

Total Non financial sector Financial sector Government sector Households

Non profit institutions serving households %

Macedonia 100 54,7 3,6 17,1 24,0 0,6East

(Bregalnica) Region

100 47,2 1,8 15,3 35,3 0,4

South-East (Strumica)

Region100 39,5 1.2 11,7 47,2 0,5

GOAL:

“Republic of Macedonia to become top European touristic destination, to create new 2000 jobs in tourism sector, to increase the foreign financial flow up to 28%, to increase domestic and foreign investments and to improve regional development until the year 2020. “


This is statement of national tourism strategy that is currently under development.

1. Encourage development and investments with a positive business climate;

2. To improve quality and range of tourism products; 3. To create effective local partnership for sustainable

tourism;4. Natural protection and cultural conservation; 5. Human resources development;6. Networking on local, regional, national and international

level;

STRATEGIC ACTION AREAS:


1. Tourist centric approach;2. Utilization of best world global practices;3. Tourist destination development ;4. Effective partnership;

GUIDING PRINCIPLES:


GLOBAL TRENDS• ECONOMICGLOBALIZATIONGROWING COMPETITIONCHANGING TOURISM PATERNSIMPROVEMENT OF TOURIST SERVICES • SOCIALGROWING WEALTH GAPCHANGE OF DEMOGRAPHIC AND POPULATION• ENVIRONMENTALCLIMATE CHANGE

NATIONAL TRENDS• ECONOMICECONOMIC TRANSITION INFLATION• SOCIALUNEMPLOYMENTMIGRATION-IMIGRATION• ENVIRONMENTALENVIRONMENTAL POLUTION

GLOBAL AND NATIONAL TOURISM CHALENGES


POTENTIALS• GEOGRAPHIC POSITION- CROSSROAD (NORTH-SOUTH AND EAST-WEST TRANSPORT CORRIDORE)

• PRESERVED NATURE AND ECOSYSTEMS (MOUNTINS,,LANDSCAPES, THREE LAKES AND PLENTY OF NATIONAL PARKS RICH WITH FLORA AND FAUNA)

• HISTORY AND CULTURAL HERITAGE (CHURCHES AND MONASTERIES,, HANDSCRAFT, ARCHEOLOGICAL SIGHTS AND MONUMENTS)

• TRADITIONAL HOSPITALITY (TRADITIONAL CUISINE WITH WARAETY OF FOOD AND DRINKS-FAMOUS LAMB AND VINE),

RISKS• POLUTION OF ENWIRONMENT (LOW ENVIRONMENTAL PROTECTION AWARENESS, HUMAN PRESSURE ON DIFFERENT ECOSYSTEMS)

• FINANCIAL RISK (HIGH COST OF TOURIST BASIC INFRASTRUCTURE,MEDIUM AND LONG TERM EFECTS)

• SOCIAL RISK (MIGRATION AND EMIGRATION PROCESS, COORDINATION AND COOPERATION BERWEEN STAKEHOLDERS

• CULTURAL RISK (LOSING THE AUTHENTICITY OF TRADITION AND HERITAGE BY COMERCIALIZATION)

POTENTIALS AND RISKS FOR PROMOTING SUSTAINABLE TOURISM IN

THE REPUBLIC OF MACEDONIA


1. ONGOING PROCESS OF NATIONAL TOURISM DEVELOPMENT STRATEGY;

2. ROAD INFRASTRUCTURE IMPROVEMENT; (REVITALIZATION OF LOCAL AND REGIONAL ROADS AND HIGHWAYS)

3. AIRPORT MODERNIZATION; (RECONSTRUCTION OF TWO EXISTING AIRPORTS AND CONSTRUCTION OF NEW IN EASTERN PART OF MACEDONIA)

4. WORLD MEDIA PROMOTION OF MACEDONIA; (CNN-SIGHTS AND SOUNDS OF MACEDONIA)

5. ATRACTING WORLD FAMOUS HOTEL CHAINS; (HILTON, MARRIOT, ETC..)

6. DEVELOPMENT OF TOURIST ATRACTIONS; (MACEDONIAN VILLAGE )

7. BRANDING OF PRODUCTS AND REGIONS; (OHRID LAKE, CHEESE, LAMB, VINE, ETC..)

ONGOING TOURISM RELATED PROJECTS


8. ARHEOLOGICAL HERITAGE; (INTENSE EXCAVATION AND CONSERVATION) 9. REVITALIZATION OF OLD CITY CENTERS AND SQUARES; (BIT PAZAR,

SIROK SOKAK ETC..)10. REVITALIZATION OF OLD HANDCRAFTS AND TRADITIONS; 11. FORESTRING; (INTRODUCING THE DAY OF THE TREE AND LANTING

100 MILION TREES IN THE NEXT 10 YEARS )12. MAINAINING THE CLOSE TIES WITH OVERSEAS DIASPORA; (2-3

GENERATION OF MACEDONIANS ABROAD)13. MACEDONIAN HISTORY PROMOTION PROJECTS; (CONSTRUCTION OF

NEW NATIONAL THEATRE AND SCULPTURES OF FAMOUS MACEDONIANS-EX. ALEXANDR THE GREAT)


ONGOING TOURISM RELATED PROJECTS

CUSTOMERS (domestic and foreign tourists) PUBLIC SECTOR (related ministries, agencies and

subjects on central level, regional and local authorities) BUSINESS SECTOR (tourism operators, travel agencies,

hotels, restaurants, resorts, SME’s,professional and business associations and media)

CIVIL SECTOR (local communities, NGO’s) ACADEMIC SECTOR (universities, institutes,

researchers, vocational schools)

STAKEHOLDERS


Kriva PalankaRankovce

Kratovo

Probi{tip

Ko~ani

Makedonska Kamenica

Vinica

Zrnovci

ê{inovo

Del~evo

Peh~evo

Berovo

Radovi{

Bosilovo

Vasilevo

NovoSelo

Strumica

Valandovo

NovDojran

Bogdanci

Gevgelija

Kavadarci

Negotino

DemirKapija

Kon~e

[tip

Karbinci

Sveti Nikole

Kumanovo

StaroNagori~ane

Lipkovo

û~er - Sandevo

SKOPJ E

Sopi{te

Saraj

J egunovceTearce

@elinoTetovo

Bogovinje

Vrap~i{te

Gostivar

Brvenica

Studeni~ani

Zelenikovo

Veles

Petrovec

Ilinden

Ara~inovo

Rostu{e - Mavrovo Zajas

Oslomej

Makedonski Brod

Dolneni

â{ka

Gradsko

Lozovo

Rosoman

PrilepKrivoga{tani

Kru{evo

Demir Hisar

Plasnica

Vrane{tica

Ki~evo

Debar

Centar @upa

Drugovo

Debarca

Struga

Vev~ani

Ohrid

Resen

Bitola

Mogila

Novaci

Oble{evo

1

23

45

6

7

8

9

10

EASTERN AND SOUTHEAST REGION

Kriva PalankaRankovce

Kratovo

Probi{tip

Ko~ani

Makedonska Kamenica

Vinica

Zrnovci

ê{inovo

Del~evo

Peh~evo

Berovo

Radovi{

Bosilovo

Vasilevo

NovoSelo

Strumica

Valandovo

NovDojran

Bogdanci

Gevgelija

Kavadarci

Negotino

DemirKapija

Kon~e

[tip

Karbinci

Sveti Nikole

Kumanovo

StaroNagori~ane

Lipkovo

^ u~er - Sandevo

SKOPJ E

Sopi{te

Saraj

J egunovceTearce

@elinoTetovo

Bogovinje

Vrap~i{te

Gostivar

Brvenica

Studeni~ani

Zelenikovo

Veles

Petrovec

Ilinden

Ara~inovo

Rostu{e - Mavrovo Zajas

Oslomej

Makedonski Brod

Dolneni

^ a{ka

Gradsko

Lozovo

Rosoman

PrilepKrivoga{tani

Kru{evo

Demir Hisar

Plasnica

Vrane{tica

Ki~evo

Debar

Centar @upa

Drugovo

Debarca

Struga

Vev~ani

Ohrid

Resen

Bitola

Mogila

Novaci

Oble{evo

1

23

45

6

7

8

9

10

Bregalnica and strumica region

STRATEGIC OBJECTIVES:

EASTERN (BREGALNICA) REGION:

1. Research, protection and development of natural tourist potentials;

2. Protection and promotion of cultural heritage;

3. Tourist infrastructure;4. Promotion of integrated

tourist offer;5. Monitoring;

SOUTHEASTERN (STRUMICA)

REGION

6. Development of SPA tourism;

7. Development of eco and rural tourism;

8. Development of unique Dojran lake and other artificial lakes;

9. Protection and promotion of cultural heritage;

10.Improvement of tourist infrastructure (sport and recereational centers)

11.Promotion of integrated tourist offer;

12.Monitoring;

Bregalnica and strumica region

PILLARS OF SUSTAINABLE TOURISM:

EASTERN (BREGALNICA) REGION:

1. Nature ;2. Culture; 3. Food;

SOUTHEASTERN (STRUMICA) REGION

4. Nature; 5. Culture;6. Sun;

Objective EASTERN REGION

Research, protection and development of natural tourist potentials

Program 1 Rural tourismNo. Action Stakeholders Indicators Term 1.1 Activities for

tourist attractionCUSTOMERS;PUBLIC SECTOR;BUSINESS SECTOR;ACADEMIC SECTOR;

Number of developed tourist attractions;Level of satisfaction of tourists;Number of new jobs;% of increased financial income;

Long term 2020

1.2 Diversification of tourist offer

CUSTOMERS;PUBLIC SECTOR;BUSINESS SECTOR;ACADEMIC SECTOR;CIVIL SECTOR;

Number of trained and certified personnel;Number of renovated facilities;Number of overnight stays;Number of festivals and fairs;Distribution of tourists per year;

Mid term 2015

1.3 Straightening the human capacities related to tourism


Number of trained and certified personnel;Number of provided trainings;Number of training tools developed;

Mid term 2015

1.4 Improvement of road infrastructure

PUBLIC SECTOR;BUSINESS SECTOR;ACADEMIC SECTOR;CIVIL SECTOR;

Number of reconstruct roads;Number of newly constructed roads;

Long term 2020



Program 1 Spa tourism

No. Action Stakeholders Indicators Term

1.1 Human resources development, certification and standardization

PUBLIC SECTOR;BUSINESS SECTOR;ACADEMIC SECTOR;

Number of different type certified tourist workers;Share of different types of tourism companies certified with (ISO 14001, HACCP, EMAS, etc..) Number of students in tourism branch per educational level;Number newly formed tourism educational institutions;

Long term 2020

1.2 Improvement of tourist services (quantitative and qualitative)


Level of tourist satisfaction;% of salary growth per year;Number of newly constructed tourist capacities;Level of involvement of different stakeholders;

Long term 2020



Program 1 Eco tourismNo. Action Stakeholders Indicators Term 1.1 Promotion of ECO and

GREEN tourism activities CUSTOMERS;PUBLIC SECTOR;BUSINESS SECTOR;ACADEMIC SECTOR;CIVIL SECTOR;

Number of visitors, domestic and foreign;Number of ecofriendly local initiatives;Level of visitor satisfaction; Number of tours per year;

Long term 2020

1.2 Development of tourist product of traditional Macedonian cuisine and beverages


Level of satisfaction of tourists;Number of developed food and beverage packages;

Mid term 2015

1.3 Development of tourist packages-eco-tours


Number of visitors per year;Number of overnight stays;Level of adoption of tour operators;Level of visitors expenditures;

Short term 2010

1.4 Raising awareness about ecotourism


Number of volunteer programs;Number of volunteers;%of saved finances;Number of developed and distributed promotional products

Short term 2010


Protection and promotion of cultural heritage;

Program 1 Archeological localitiesNo. Action Stakeholders Indicators Term 1.1 Marking, research, protection

and promotion of archeological sites


Number of marked sites;Number of excavated sites;Number of exibitions;

Short term 2010

Program 2 Cultural heritageNo. Action Stakeholders Indicators Term 2.1 Conservation and promotion

of cultural heritage CUSTOMERS;PUBLIC SECTOR;BUSINESS SECTOR;ACADEMIC SECTOR;CIVIL SECTOR;

Level of intercultural exchange;Number of conducted cultural events;

Mid term 2015

2.2 Cherishment and revitalization of old craftwork and souvenir products development


Number of souvenir offer;Number of trainings for handcraft products;% of financial income;

Short term 2010

2.3 Protection of old and traditional architecture of houses


Number of protected houses;

Mid term 2015


Tourist infrastructure

Program 1 Basic tourist infrastructureNo. Action Stakeholders Indicators Term 1.1 Reconstruction of existing and

construction of new sport an recreational facilities.


Number of reconstructed and newly constructed facilities;

Long term 2020

1.2 Reconstruction of existing and construction of new roads and facilities


Number of reconstructed and newly constructed facilities;Length of road network;Presence of vertical and horizontal signalization;Number of newly formed SME’s;

long term 2020

1.3 Marking tourist sites and locations


Number of marked locations;Number of placed sights;

Short term 2010


Promotion of integrated tourist offer;

Program 1 Networking No. Action Stakeholders Indicators Term 1.1 Coordination of strategic

documents of different stakeholders


Level of implementation of national tourism strategy;Number included stakeholders;

Mid term 2015

1.2 Creation of regional tourist organization for sustainable tourism

PUBLIC SECTOR;ACADEMIC SECTOR;CIVIL SECTOR;

Number of created organizations;

Short term 2010



Program 2 Human resource development No. Action Stakeholders Indicators Term 2.1 Strategic partnership with

educational institution and researchers


Number of strategic partnerships;Number of strategic documents developed;

Short term 2010

2.2 Promotional product with regional approach

CUSTOMERS;PUBLIC SECTOR;BUSINESS SECTOR;ACADEMIC SECTOR;

Number of regional promotion products;Number of created new jobs;

Short term 2010

2.3 Development of tourist guide educational programs


Number of promoters of tourism;

Short term 2010

2.4 Introduction of volunteer activities


Number of volunteers;Number of taken activities;

Short term 2010

Objective SOUTHEASTERN REGION

Development of SPA tourism

Program 1 Improvement of Spa and health resortsNo. Action Stakeholders Indicators Term 1.1 Improvement of spa offer and

accommodation CUSTOMERS;PUBLIC SECTOR;BUSINESS SECTOR;

Number of revitalized facilities;Visitor satisfaction;

mid term 2015

1.2 Straightening the human capacities related to spa tourism


Number of trained personnel;

Short term 2010


Development of eco and rural tourism

Program 1 Revitalization of traditional rural areasNo. Action Stakeholders Indicators Term 1.1 Reconstruction of old rural

village houses and farms PUBLIC SECTOR;BUSINESS SECTOR;

Number of reconstruct houses and farms

mid term 2015

1.2 Improvement of road infrastructure

PUBLIC SECTOR Number of roads and length;

Long term 2020

1.3 Promotion of ECO and GREEN tourism activities

CUSTOMERS;PUBLIC SECTOR;BUSINESS SECTOR;CIVIL SECTOR;

% returned visitors;Number of taken activities;

Long term 2020

1.4 Development of tourist product of traditional Macedonian cuisine and beverages

CUSTOMERS;BUSINESS SECTOR;ACADEMIC SECTOR;CIVIL SECTOR;

Level of visitor satisfaction;Number of professional organizations involved;

Mid term 2015

1.5 Development of tourist packages-eco-tours

CUSTOMERS;BUSINESS SECTOR;CIVIL SECTOR;

Number of tours conducted;average of speeded money;

Short term 2010

1.6 Raising awareness about ecotourism

CUSTOMERS;PUBLIC SECTOR;ACADEMIC SECTOR;CIVIL SECTOR;

Waste volume produced;Waste volume recycled;

Short term 2010


Development of unique Dojran lake and other artificial lakes

Program 1 Revitalization of Dojran lake tourism and artificial lakes


1.1 Improvement of existing tourist accommodation facilities and resorts


Number of modernized tourist resorts;Tourism growth rate;Number of the day tourists stay;

mid term 2015

1.2 Attracting famous hotels (Hilton, etc..)


Number of high quality constructed resorts;

long term 2020

1.3 Protection and promotion of unique fishing technique using kormoran birds (mandra) and unique healing algae


Number of included volunteers; Number of local NGO’s involved;Number of researchers;

Short term 2010

1.4 Protection and promotion of natural waterfals


Level of pollution;Quality of water ;Number of included volunteers;

Short term 2010

1.5 Trainings of human capacities for lake tourism


Number of trained personnel;

Long term 2020

1.6 Trainings of casino tourism human resources


Income ratio;Level of satisfaction;

Long term 2020


Protection and promotion of cultural heritage

Program 1 Archeology sites, history and cultural heritage, education of managers and guides and regional carnivals


1.1 Marking, exploring, conservation and promoting archeological sites


Number of marked, conserved and promoted sites;

short term 2010

1.2 Revitalization of existing museums, constructing new museums and monuments


Number of visitor satisfaction;Ratio income;Number of reconstructed and newly constructed places;

mid term 2015

1.3 Education of managers and tourist guides


Number of educated managers and certified tourist guides;

long term 2020

1.4 Support to existing carnivals and folklore protection


Ratio income;Number of visitors;Average money spenditure;

Mid term 2015


Improvement of tourist infrastructure (sport and recreational centers)

Program 1 Basic tourist infrastructureNo. Action Stakeholders Indicators Term 1.1 Reconstruction of existing and

construction of new sport an recreational facilities.


Number of sport facilities;Number of users;Occupancy rate;

Long term 2020

1.2 Reconstruction of existing and construction of new roads and facilities


Number of roads and facilities;Length of roads;

long term 2020

1.3 Marking tourist sites and locations


Number of signs ;Number of volunteers;

Short term 2010



Program 1 Networking No. Action Stakeholders Indicators Term 1.1 Coordination of strategic

documents of different stakeholders


Number of different stakeholders involved;

Mid term 2015

1.2 Creation of regional tourist organization for sustainable tourism


Number of regional tourist organizations;

Short term 2010



Program 2 Human resource development No. Action Stakeholders Indicators Term 2.1 Strategic partnership with

educational institution and researchers


Number of strategic partnerships;

Short term 2010

2.2 Promotional product with regional approach


Number of promotional products;

Short term 2010

2.3 Development of tourist guide educational programs


Number of educational programs;Number of students;

Short term 2010

2.4 Introduction of volunteer activities


Number of volunteers;Number of projects managed on local level;

Short term 2010

Bregalnica and Strumica region

MONITORING :

THE MONITORING OF ACTIVITIES FROM ACTION PLAN FOR BOTH REGIONS WILL BE CONDUCTED IN ACCORDANCE WITH LENGTH OF TAKEN ACTION . THIS WILL BE DONE ON REGULAR BASIS ON THREE MONTH, SEMIANNUAL AND ANNUAL BASIS.

THE MINISTRY OF ECONOMY, DEPARTMENT FOR TURISM AND BUREAU FOR STATISTICS WILL CONTINOUSLY OVERWATCH THE PROGRESS ACCORDING TO THE LAW. ALSO DIFFERENT TYPES OF STAKEHLDERS WILL CONDUCT THEIR OWN MONITORING ACCORDING TO THEIR NEEDS.

Documents

Macedonia Tourism Promotion Action Plan