Success Story: Improving the Quality of Tourism Offer in Berat

Designated as a UNESCO world heritage site, the city offers an unforgettable experience for passionate visitors of culture, history, art, and nature. The local and organic ingredients feed into a delicious culinary tradition served with the warmth of hospitality for which Albania is world-renowned. The recent creation of four new administrative units of Berat has increased accessibility, making it possible for greater numbers of visitors to experience the city and its surrounding countryside. In 2018, Berat was visited by approximately 110,000 guests, with 60% being foreign visitors. This represents a 34% increase over the previous year, indicating a strong trend in tourism growth. The Berat Economic Development Advisory Council recognized the priority of the tourism sector in the municipality and dedicated its last meeting of 2018 to address the specific demand of the Asian tourism market. Albania Experience, the biggest Albanian tour operator catering to Japan and the Asian market, presented the needs and requests of this market segment. The presentation covered topics such as accommodation requests, best practices offered in similar cultural heritage cities, promotional events and festivals, and weak points and challenges from the previous tourism season in Albania. The meeting concluded with a promise to add more accommodation structures in 2019, with an expected 200 more rooms available in Berat for the international and domestic market next year. Tourist guide standards are now regulated by a legal framework, and representatives of the handicraft sector are striving to meet the higher demands of visitors in terms of quality and quantity. Tourism businesses in Berat municipality are developing rapidly, with a growing interest in establishing contact with tour operators and travel agencies that deal with the Asian market. The Asian market represents a high number of tourists and a long duration of stay in Europe, and the municipality is working to improve its tourism offer within the high standards of Asian market requirements. Local businesses and national tour operators are cooperating to share experiences and coordinate work, encouraging ideas to improve the tourism product and organize joint marketing and promotional activities in the municipality.