The Potential for Sustainable Tourism Development and Branding. Analysis of Krushevo and Elbasan Destinations
The Potential for Sustainable Tourism Development and Branding. Analysis of Krushevo and Elbasan Destinations

Author(s): Elvira Fetahu, Emilia Geroska
Subject(s): Social Sciences
Published by: Udruženje ekonomista i menadžera Balkana
Keywords: Adventure tourism; Natural environment; Cultural immersion; Physical activity
Summary/Abstract: UNWTO forecasted that international arrivals or outbound travelers worldwide will reach up to 1.8 billion by 2030, thus securing tourism as one of the fastest-growing economic activities fostering overall development, introducing new investments, and generating income and new employment. Tourism’s overall impact on a nation also influences the local economy although it is quite challenging to measure this impact and its dimension. Over the last few years, tourism in Albania and North Macedonia has had ups and downs considering the Covid-19 pandemic situation which also determined the importance of sustainable tourism development and its influence in the tourism sector. The study provides a framework analysis of Krushevo and Elbasan as a single thematic tourism destination by using primary and secondary data and reveals evidence-based recommendations for local and national policymakers to design innovative tourism programs in these cities. The findings show that Krushevo and Elbasan have similarities mostly in the category of access points, attractions, and amenities and variations in the type and quality of the activities offered.

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