ALBANIA | NADA DOLLANI, XHON SKËNDERI, ARMELA MAXHELAKU 49 Albanian coast is that of marine tourism. Albania has untapped potential, with a significant number of virgin bays stretching along the coastline for the creation of tourist ports or marinas. The offer for this type of tourism should be directed towards high quality cruises, yachts and charter trips. It is important to prepare in advance the necessary regulatory framework that facilitates the development of this segment. c) Improvement of tourism services81 It is important that the current offer is further consolidated and, at the same time, work should be done on adding new products by encouraging investments in port and marine construction as well as maritime tourism support infrastructure. The category of natural tourism and all kinds of activities are one of the potentials that have not yet been fully exploited in Albania, although positive developments have not been lacking. In the future, work will need to be done to develop new products in this area, such as identifying and marking hiking or cycling trails, developing winter tourism, setting up tourist centers in nature protected areas, further developing rural tourism and so on the category of thematic tourism consists of several types of tourism, which complement and complete the tourism offer of Albania. In the framework of cultural tourism, an action plan will be developed, investments will be made in identifying historical and cultural itineraries, and international activities will be organised. Measures are also planned for the development of health and business tourism. d) Reorientation of promotion towards potentials82 There has long been a need for a new Albanian Tourism Brand and Marketing Strategy. The Brand’s strategy will focus on authentic Albanian products, as well as the creation of various myths, stories, and attractions that will serve as promotional organisations to model a “fable” for tourism Albania. In the meantime, the Marketing Strategy will identify the target groups and types of tourists that will need to be familiar with the potentials of Albania. Albania’s products (or the tourism offer) can be extremely diverse, ranging from destinations, historical and cultural values to craft products, food, drinks and so forth. These products will be constantly promoted, not just during the summer season, while also targeting specific audiences. Considering that the strategy of development and promotion of tourism is an interinstitutional responsibility and not solely the object of a single institution, it will aim at encouraging alternative 81 Idem. 82 Idem.
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