Poor infrastructure keeps Kosovo off tourist map
Besiana Xharra (Prishtina Insight, Issue No. 38)
23 April 2010
Prishtina was listed a ‘highlight’ of the Western Balkans in the Lonely Planet guide – and officials claim tourist numbers are rising – but the lack of basic amenities continues to deter many visitors.
Tourism is seen as a key pillar in Kosovo’s economic plan but despite a smattering of visitors, poor infrastructure continues to prevent the country from realising its potential, experts say.
The Investment Promotion Agency of Kosova, a government agency, trumpets the two-year-old state’s ability to “compete in the international tourism market”.
It says: “With its different sport, recreational and wellness facilities located throughout the country, Kosovo offers a wide range of tourism attractions.”
But tourism operators believe Kosovo is still a long way from providing the necessary infrastructure to become a mainstream destination. Attempts to promote thecountry internationally have yet to make much impact.
To promote Kosovo’s natural and cultural wealth to domestic tourists, the Kosovo Tourism Association, KOTAS, and USAID, launched a campaign last year encouraging people to “Stay the Weekend, Experience Kosovo”.
A follow-up fair, held on Thursday, April22, attracted 70 businesses, and Zeke Ceku, head of KOTAS, believes progress has been made.
The association has since established the first company in Kosovo that caters for an international market, Tourism Planning and Development Consulting. This firm has begun a partnership with a Regent Holidays, based in Bristol, England, which has been bringing visitors from Britain and elsewhere since last May.
Regent Holidays brought its first group of 22 British tourists to Kosovo for a long weekend last May. Their tour took in Gjakove, Peje, Istog,Prekaz and Prishtina.
The firm, which specializes in trips to unusual destinations, markets Kosovo as “ideal for pioneering travellers keen to discover Europe’s newest country”. Prices range from £550 for a three-day break to £880 for a weeklong escorted tour.
Andrea Godfrey, general manager for Regent Holidays, told Prishtina Insight that Kosovo had potential but lacked good tour guides and information for tourists.
She added that hotel prices were expensive compared to similar countries. “Kosovo needs to have trained guides, and develop itself even more culturally, architecturally and in rural tourism,” she said.
“I’ve been very surprised by the warm welcome we had in all the places we visited but Kosovo needs more professional tourism developments, such as publishing more brochures and maps of smaller, rural places.”
Ceku said the partnership had been “extremely successful and is showing significant growth com- pared to last year.” But he complains that the Ministry of Trade and Industry is not doing enough to promote tourism in Kosovo. For its part, the ministry insists it has promoted Kosovo at several international fairs but has failed to reap great rewards yet.
“For 2010 we planned to present Kosovo at three international tourism fairs, one in Turkey, one in Berlin, while the last one was in Prishtina at the beginning of April,” said Bujar Kuqi, director of
tourism at the ministry.
“At these fairs we have enabled businesses, especially tourist agencies and hotels, to present their offers,” he explained. When Prishtina Insight visited the ministry’s tourism fair in the capital, however, it was noticeable that most offers were for travel abroad. Only a handful of Kosovo-based operators were present.
Kuqi said figures released by the Statistical Office of Kosovo showed the number of tourists was “increasing from year to year” but the data was not precise enough to draw firm conclusions.
According to the Statistical Office around 20,000 visitors came to Kosovo in the first six months of 2009. By contrast, more than 90,000 tourists visited neighbouring Macedonia in the first quarter of 2009 alone.
With better infrastructure, Kosovo would become much more attractive, Kuqi said. The ministry in the meantime plans to sign agreements with neighbouring countries promoting visits to Kosovo as part of a regional package.
Visar Kastrati, owner of the tour is magencyIleaTravel, says his attempts to promote Kosovo internationally have not succeeded so far. The high cost of plane tickets was a major factor in deterring potential visitors.
“No one will come to Kosovo with the ticket prices as high as we have,” he said. “Then there are other basic problems like the water and electricity supplies, which are not yet reliable.”
Air fares from London to Prishtina appeared more expensive than those to neighbouring capitals, apart from Skopje, when Prishtina Insight checked on a price comparator website.
No budget airlines cover Kosovo, though they serve a number of other countries in the region, including Croatia, Greece and Bulgaria.
That situation is set to change this summer, however, when Easyjet plans to start flights between Prishtina and Geneva and Mulhouse, in France, for as little as 30 euro a flight.
The Brothers Thaci, another agency handling domestic tourism, says the facilities are not yet good enough for mainstream international tourists. “We’re interested ... but we don’t believe tourists will be interested in coming here in these conditions,” the agency owner, Elmi Thaci, said.
Last October, the government launched a 6 million euro campaign to rebrand Kosovo’s image through its adverts, styled “The Young Europeans”. The adverts, shown on international news channels and devised by the well-known PR firm Saatchi and Saatchi, highlighted Kosovo’s youthfulness, showing various attractive young people in picturesque parts of the country.
While the campaign aimed to shift Kosovo’s overall image in a positive direction, Saatchi and Saatchi said it hoped the adverts would also attract tourists and direct foreign investment.
But not everyone believes the ads have enticed any new visitors. Ceku, from KOTAS, suggested that the impact had been limited and the money could have been better spent elsewhere. “There are many alternatives [to a PR campaign] which would have been more focused and used much less money,” he said.
But government officials stick by the campaign, saying the adverts had “shown the world who we are”. According to Hajredin Kuci, the Deputy Prime Minister, “We must give it time because we are still in early stages of promoting our state.”
Posted via email from Forum for Cities in Transition