Tourist Agencies And Rural Tourism Aleksandra Dukovska

Republic of Macedonia is geographically situated on Balkan

Peninsula and in the heart of sought central Europe and borders with Greece to the sought, Bulgaria to the east, Serbia and Kosovo to the north. It is landlocked country of two million people, ethnically diverse. Macedonians, Albanians, Turks, Rhomas. Vlach, Serbs, Bosnians and others live in the Republic of Macedonia. The country is an 80% mountain and the highest point is at mountain Korab with the peak of 2,764 meteres.

The country has large numbers of registered tourist agencies. Most of them are private and work mainly to organize travel of citizens abroad mostly for vacation and leisure. However, with the trends to attract more foreign and domestic tourists, tourist agencies have been working to create offers of tourism in the country, exploring the variety of possibilities that Macedonia has to offer in sense of its own tourism potentials.

Comparing to other countries in Europe, Macedonia lacks the

specific law on rural tourism, although this part of the economy of the

country is regulated with the broader law on tourism from 2008. There are no specific data on the percentage of rural tourism in the domestic economy. The national strategy data shows that 3,1 % of the country’s GDP in 2008 came from tourism. The predictions are that in 2013 it will reach 3,4% of the country’s GDP.

Small survey of the project Rural tourism as alternative income

for marginalized communities in Armenia, Georgia, Macedonia and Serbia conducted with eight tourist agencies, two NGO’s and State agency for promotion and support of tourism reveals the trends and behaviors of those interviewed regarding the potential for development of rural tourism in Macedonia and how this type of tourism is presented in their offer.

Nature, food and wine most appealing to offer Survey reveals that respondents in Macedonia ranked nature and

environment as most likely potential for rural tourism. They recognize potential for rural tourism in cultural tourism and organized round trips giving them second and third place in ranking. Health tourism, then family tourism are also categories that respondents in Macedonia look as a possibilities to attract tourists in Macedonia.

The interviewed members of this economy sector see less

potential for rural tourism in sports and adventures and located tourism of special interest at the lowest level of offered categories as potentials to develop rural tourism. Six of ten interviewed responded that most expected target group for rural tourism are international visitors, but only two of ten of see that rural settlers can be target group for this type of tourism.

As possible target groups for rural tourism respondents in the

survey expected equally male and female, professionals and individual travelers. Only one of the interviewee’s ads that volunteers could be target group for rural tourism. Five of ten think that short stays between 2 and 5 days are optimum time that tourists will spend in rural area. Three of ten interviewed of tourist agencies in Macedonia answered that tourist will spend week or ten days in villages, mountains and lakes enjoying natural beauties, while only two choose stay above ten days.

There are varieties of offers that interviewed from agencies think

will attract potential tourist visitors. Some of the offered answers or multiple choices reveals interesting attitude what could be appealing for tourist who visit Macedonia and enjoys clement weather and nature. From active offer, seven of ten interviewed say they attract tourist with hiking, five of ten offer seasonal festival and four of ten provide opportunities for skiing or skating in the surroundings. Six of ten says they offer agro-tourism, while seven of ten offer visits to cultural sites.

Water – motor biking, water skiing are activities that are not

offered by interviewed, while only one of the interviewees circle row boating in the survey questionnaires. Interviewed agency offer bird or others animal watching, pick on farm activities, such as collection of fruits or participating in daily farm production.

Most appealing and preferable to offer, however is something

that is perceived as passive activities related to food, wine and exploring weather conditions. Thus, seven of ten answered their

agency is offering gourmet or wine, together in a combination to enjoy in the sun (answered positively six of ten). Ten of ten respondents to the questionnaires for tourist agencies in Macedonia responded positively that they used variety of media, traditional and new one to market their tourist offers.

Internet, social media and other marketing tools, such as mailing

lists dominates in their answers how they advertise offers. Seven of ten and eight of ten use Television and Radio in addition to other communication tools.

Rural tourism potentials – nature, environment, food The ruling government acknowledges the potential of the rural

tourism, although says that with better organization and presentation this sector could lead in future protection of the natural environment and placing the villages in the regional and world tourism map.

The Government’s prepared national strategy for development of

tourism 2009-2013 underlines that Macedonia has long history nonetheless it is relatively unknown tourism destination. In order to promote tourism on national level, Macedonian Government created the Agency for Tourism Support on national level in 2008.

Naser Hot is a counselor at the Agency for Tourism Support and he was among the interviewed with the survey consisted of fourteen questions created specially for the project Rural tourism as an alternative income for marginalized communities in Armenia, Georgia, Macedonia and Serbia. Hot reveals that the Agency strategy and concept of rural tourism is to “develop statistical regions, eight in Macedonia and to preserve in each of them by one ethno village in each of the eight regions”.

Than, Hot emphasized they will try to create networks of rural regions, connecting by two of those villages in one month. According to Hot, “special founds for start up business in rural tourism, program, program for self-employment in tourism, project of creating networks for ethno cultural collections” as activities can be carried out to initiate rural tourism offers in Armenia, Georgia, Macedonia and Serbia.

Rural tourism is not novelty for Gordana Janakievska, president

of Tourist Union of Skopje. She is very eager in posting on social media, especially on FB various topics related to nature and cultural sites Skopje region and Macedonia have.

Janakievska filled out the survey in February 2012 while she was

visiting house of Mother Teresa at Skopje city center. Well - preserved and original nature and environment are strengths of rural tourism in Macedonia.Although, Janakievska consider that undeveloped infrastructure is weakness for developing potentials of rural tourism. For Janakievska rural tourism as a concept is “cooperation with Skopje mountain region in mapping of rural and natural sites”. In order to

             Republic  of  Macedonia  stand  of  Agency  for  promotion  and  support  of  tourism  at  Tourism  Fair  in  Skopje  

downsize possible threats for rural tourism development she suggests control of urbanization in Macedonia.

Macedonia Travel is three person employee agency located in the center of Skopje. The agency works mostly in the western parts of the country. Recently they were hosts of Italian Association of agronomists in a tour for cheese production in Bistra Mountain. At the beginning of July, Marjana Gjorgjioska Gogovska, employee of the agency answered on our questions for rural tourism development.

                                       Marjana   Gjorgijoska   Gogovska:   nature   is   positive   aspect   -­‐   unmarked   trails   and   shortage   in              transport  are  weaknesses  

Gjorgjioska Gogovska believes “regional cooperation is of great

importance and Brajcino is good example of already developed rural tourism site”. The positive aspect of Macedonia, according to Gogovska are“untouched nature, there are not too many industrial capacities, you can eat the food from the trees”. There are weaknesses too, underlines Gogovska: “the trails are not marked and mapped, one cannot find transport, the inhabitants in the villages who offer commodities and accommodation cannot issued fiscal receipts”. Sometimes there are shortages in bicycles or one

need special permits to enter national parks, such as Jasen for example, pointed out Gjorgjiovska Gogovska.

Not every of the questioned agencies are having rural tourism in their offers. Tourist agency Iguana is among the first private agencies in Macedonia existing since the beginning of 90 –ies. Sale Agent in the agency Ivana Kalinovska says “their agency is more oriented into offering tours in Republic of Greece and shows no interest until know for rural tourism”. Kalinovska thinks that “new offers can bring income and it can be strength for rural tourism”

“Lack of communication, infrastructure and representation on the market is weakness, natural resources and authenticity are opportunity, while environmental pollution and human factors could be threats. Networking and support of the countries in the region is important, as well in the EU countries Austria, Switzerland and comparing to their experiences in rural tourism”, stated Kalinovska.

Rural tourism and economy

Can rural tourism really boost economy of Macedonia? To find is this possible we asked Saso Matovski, president of NGO Bela Vista from Tetovo and vice president of Tourism Chambers within Macedonian Chamber of Commerce to complete the survey.

On the question what is holding them to develop rural tourism he explains: “Nothing is obstacle for us. We are trying to establish rural tourism as real part of the economy that will foster other parts”. In an email communication with Matovski for the survey, he underlines necessity to create National strategy for rural tourism, foster creation of networks and common approach to European founds. He suggests forming of special cluster for rural tourism. “If the special cluster for rural tourism is established than all regions in Macedonia could offer sustainable tours. Ohrid and Prespa region, Polog region, Strumica and Sought East region“, responded Matovski on question related to which destinations are interesting in Macedonia as potential for rural tourism.

                     Fish  species  of  Prespa  region  photographed  at  Nature  and  Science  Museum  in  Skopje.

Others who participated in the survey gave other suggestions for

regions that they include in their tourist agency offer or it would like to cover as destinations in the future. Owner of tourist agency Arbo Travel from Skopje, Donco Nacev is among the first one who included rural tourism in the tourist offer of its agency. Recently, he was presenting his agency on tourism fair in Skopje this spring where other agencies from the region, such as Bulgaria and Serbia were present too.

According to Nacev, the regions need to be developed are: Berovo, eastern part of Macedonia, Brajcino or Prespa region, village of Jance, near Mavrovo and Krushevo municipality. Prespa region and it potential are in the focus of Kristina Tomova, employee of Tourist agency Fibula 2 in Skopje. As regions that this tourist agency already has included in their offers are: village of Kuratica, near Ohrid, Berovo region and waterfalls of Smolare near Strumica.

The director of Tetovo located Euro Tourist agency Bijamin

Durmishi who is investing his own financials to introduce rural tourism

as part of the agency general tourist offer skiing in Shara Mountain, than collaborates with Kosovo, Albania and looks for possible cooperation with Serbia. Durmishi has no specific details on countries in long distance from Macedonia, although as strengths of Armenia, Georgia, Macedonia and Serbia perceives mountains, fresh air and good climate.

While rural tourism development is like a magnet for western

part of Macedonia, in bordering regions with Greece or rural areas around Skopje, although reach in natural beauties eastern part is far behind the trends happening in the country.

Despite the perspectives for regions in Macedonia to develop

rural tourism, Sanja Nikolova, employee of tourist agency VelJAN from Kocani, a city in the eastern part of Macedonia in a phone interview for the survey emphasized that their agency lacks rural tourism in their offer.

Local founds to support private initiative Nikolova as threats for rural tourism development in eastern part

of Macedonia perceives that the “income level in the eastern part is smaller and financial support is smaller”. Further, the reason that’s holds this agency to offer rural tourism in their offer, Nikolova underlines “It is not profitable, there is low level of financial development, lack of affirmation of rural tourism in the eastern part of Macedonia”.

All of interviewees located that more need to be done to foster existing and potential opportunities for rural tourism development in Macedonia and in general through networking with countries that participate in the project Rural tourism development as alternative income for marginalized communities in Armenia, Georgia, Macedonia and Serbia.

For example, Naser Hot from State Agency for promotion and

support of tourism underlines that Macedonia needs strategies for different forms of rural tourism and need to educate uneducated local population for this issue. Saso Matovski from NGO Bela Vista focuses on training, applications for grants and improvement in ecological awareness and investing in innovation that is lacking now.

Matovski thinks next steps should be “redefinition of national

strategy of tourism, looking for founds for reconstruction of old

houses, farms, motels, mountain houses, establishing cluster of rural tourism, certification, branding, standardization and networking with the countries in the region to offer regional offers”.

Support and creation of special founds for rural tourism is

something all interviewees think will foster further implementation and possibilities for development of rural tourism. Although, as Nacev from Tourist Agency Arbo Travel underlines more needs to be done into “secure the necessary hygienic conditions, especially isolation from a pollution and support of private initiative” when they show initiative to restore old houses in villages. Interviewees that were asked to filled out the survey also notified need to improve infrastructure, road and tourist trails signs and more founds for promotion of rural tourism at home and abroad.

Use of networking is important for all interviewees, although all

of them use different networks to establish more contacts in the region. For example, Fibula agency is using their own agency umbrella networks in Balkan to exchange information and follow the trends in the field. The interviewees recognized potential of Serbia because it is neighboring country, but they show lack on specific information about rural tourism possibilities in Armenia and Georgia.

General conclusion of the survey:

1. Nature and environment is most likely potential for rural tourism in Macedonia; 2. Environmental pollution, urbanization and human factor can be weakness or threats for rural tourism development;

3. Optimum for stay is 2 to 5 days – five of ten answered this

as trends for stay and agencies likes to offer wine and gourmet; 4. Use of traditional and new social media and networks is highly

appreciated; 5. Need rural tourism to be real part in the economy of

Macedonia; 6. Creation of local or specialized founds to support private

initiative in rural tourism;

7. Serbia is known destination, less information on Armenia and

Georgia in terms of rural tourism; 8. None of the agencies interviewed have direct contacts with

inhabitants of the rural area in the country. The text is conducted on the base of Tourist Agencies Survey realized

in February, March and updated in July 2012