Albania launches cultural marketing strategy to promote rich cultural heritage and drive tourism development

The United Nations Joint Programme on Culture and Heritage for Social and Economic Development in cooperation with the Ministry of Tourism, Culture, Youth and Sports launched today Albania’s Culture Marketing Policy Paper, its action plan for implementation and recently developed marketing tools. Prepared by the Tourism Development International (TDI), an Irish consultancy group, the policy paper aims to project Albania internationally as a country with an outstanding wealth in terms of cultural heritage assets and tourism potential.

The conference brought together representatives of the Albanian Government, the United Nations, national professionals in the area of cultural heritage and international donors involved in the issues of culture, heritage and tourism in Albania. During the conference, Mr. Sali Berisha, Prime Minister of Albania noted: “The marketing and the promotion of our rich cultural treasures is a very important issue for us”. Expressing his gratitude for this initiative, Prime Minister Berisha highlighted that the Government of Albania is deeply interested in preserving, discovering and also better managing the country’s cultural heritage, to contribute to Albania’s economic and cultural development.

DP Director, Mr. Norimasa Shimomura said: “It is important to ensure that an accurate image is portrayed to develop positive perceptions of a country, as Albania deserves. UNDP had the privilege of assisting the Ministry of Tourism, Culture, Youth and Sports in putting this together by engaging experts from Tourism Development International over the past year.” He highlighted that UNDP will continue to support Albania to develop, portray and benefit from the full potential of its rich culture. The cultural marketing paper envisages a series of interventions including the positioning of the destination and its tourism products focusing on those features that are both distinctive and superior to its competitors; targeting marketing activities towards those market segments identified through research to hold the greatest potential for the destination; and design of the mix of marketing and promotional tools and techniques to achieve the greatest level of conversion of the market potential.

During the conference the concept “Visit Albania year – 2010” was highlighted with the aim of promoting the country in its centenary of independence as a tourism destination worldwide while showcasing Albania as an inspiring, highly attractive experience based on culture and nature tourism. Funded by the Spanish Millennium Development Goals Achievement Fund, the Joint Programme aims at boosting the country’s social and economic development through its rich culture and heritage. With an overall budget of USD 3,2 million and implemented jointly by UNESCO and UNDP, the programme is also assisting cultural institutions in Albania to strengthen their capacities in the fields of culture and heritage management, identifying new mechanisms for the sustainable financing of cultural sites and institutions.

The Culture and Heritage for Social and Economic Development Programme (CHSED) supports the efforts of the Government of Albania in harnessing the potential of Albania’s cultural heritage in order to strengthen the country’s national identity, create economic opportunities for poor and rural communities, enhance investment, and position the country positively in Europe and the rest of the world.

News source: Balkans.com link: article