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ACC JOURNAL 2020, Volume 26, Issue 2 DOI: 10.15240/ ul/004/2020-2-007
SUSTAINABLE TOURISM DEVELOPMENT – ANALYSIS OF TOURISM
DEVELOPMENT IN KOSOVO
Albe a Tahi i1; Id iz Ko açi2; Fa i Bushi3
Uni e si y o Applied Sciences in Fe izaj, Facul y o Tou ism and En i onmen ,
Depa men o Tou ism and Ho el Managemen ,
S . Rexhep Bislimi, 70000 Fe izaj, The Republic o Koso o
e-mail: 1albe a. a[email p o ec ed]; 2[email p o ec ed]; 3 a i.bushi@usha .ne
Abs ac
The pu pose o his a icle is o p o ide a heo e ical o e iew o sus ainable ou ism as a
ou ism sys em ha ocuses on quali a i e de elopmen , aking in o accoun he quali y o li e
and p ospe i y o he popula ion, wi hou causing damage in o he aspec s.
The heo e ical pa deals wi h sus ainable ou ism and sus ainable de elopmen . Based on
hese ac s, i u ns ou ha sus ainable ou ism is a subg oup o sus ainable de elopmen .
Thus, in his a icle he e a e gi en he di e ences be ween hese wo e ms and o he e ms
ele an o ou esea ch. I also p o ides an analysis o ou ism de elopmen in Koso o,
including s a is ics on how much he ou ism sec o is inancially suppo ed by he Koso o
Go e nmen . Finally, a SWOT analysis o he cu en s a e o ou ism in Koso o is p esen ed.
Keywo ds
Tou ism; Sus ainabili y; Sus ainable ou ism; Sus ainable de elopmen .
In oduc ion
Economic and echnical- echnological ac i i ies in he con empo a y na ional and
in e na ional en i onmen ha e c ea ed he condi ions o he de elopmen o he concep o
sus ainable de elopmen globally.
The end owa ds g ea e economic de elopmen leads o he inc easing use o na u al
esou ces ha a e h ea ened wi h ex inc ion, while new echnologies being applied in he
indus ial, ag icul u al, cons uc ion and anspo sec o s can g ea ly endange ai , wa e and
land quali y, and cause an inc ease in he olume o oxic was e and haza dous ma e ials. In
his ega d, he apid de elopmen o ou ism and he p essu e exe ed by ou is mo emen s
on he en i onmen ha e an impac on a global le el. Tha is why he concep o “sus ainable
ou ism de elopmen ” o “sus ainable ou ism” as a new end in he a el indus y is
in oduced oday. Cu en ly, ou is s a e in e es ed in he so-called “g een jou ney”, whe e one
pe son’s s ay in one place does no ha m he en i onmen o o he s [1, p. 60].
I is indispu able ha ou ism is one o he mos powe ul economic ac i i ies and an
accele a o o economic de elopmen . Wi h i s impac on all sphe es o economic and social
li e, ou ism is anked among he op i e expo indus ies in he wo ld, in 83% o coun ies
in he wo ld [2]. I is a majo sou ce o o eign exchange e enues in 38% o wo ld
economies, a complex ac i i y ha a ec s GDP g ow h, in es men and employmen a es, a
phenomenon ha ensu es in e cul u al communica ion be ween people, hei socio-cul u al
connec ion and he de elopmen o hei knowledge and expe iences.
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1 Li e a u e Re iew
1.1 Tou ism and Sus ainabili y
The shee complexi y o sus ainabili y issues and sus ainable ou ism po en ially equi es a
public and p i a e sec o esponse ha lies ou side he usual ju isdic ion o ou ism-speci ic
go e nance. This may be an issue o spa ial scale, in ha a Go e nmen body may ha e ei he
limi ed (o e en no) ju isdic ional au ho i y o e a policy p oblem, o i may be an issue o
means wi h espec o he exis ence o ope a ional policy p ocesses, echnologies and/o
ins i u ional a angemen s. Pe haps he policy and manage ial capaci y o espond o issues o
sus ainable ou ism may e lec he poli ical accep abili y o any solu ion (i.e. ax inc eases,
g ea e egula ion, conce n o e a el li es yle change). Tou ism is undoub edly a majo
in e na ional indus y ha is c i ical o he economic and social well-being o many egions
and people. Howe e , i is also a majo con ibu o o global change, hence he cen al
p oblem o mee ing he needs o he p esen wi hou comp omising he needs o u u e
gene a ions [3, p. 7-9].
1.2 The Sus ainable De elopmen and he Sus ainable Tou ism
The idea o adop ing he sus ainable de elopmen concep in he a ea o ou ism appea ed in
he ea ly ‘90s, which gene a ed sus ainable ou ism - an a ea ha quickly gained impo ance
bo h in academia and esea ch, and in ou ism p ac ice/ac i i y/indus y. Sus ainable ou ism
dissocia es i sel as a ma e o p inciple om mass ou ism and pa ially associa es o
al e na i e, con empo a y ou ism o ms. In o he wo ds, sus ainable ou ism is p ima ily he
opposi e o mass ou ism. This is de ined as “a posi i e app oach in ending o educe ensions
and ic ions c ea ed by he complexi y o in e ac ions be ween ou ism indus y, ou is ,
na u al en i onmen and he local communi ies as hos o ou is ” [4].
Sus ainable de elopmen is he “de elopmen ha mee s he needs o he p esen wi hou
comp omising he abili y o u u e gene a ions o mee hei own needs”.
Sus ainable ou ism is a sub-se o sus ainable de elopmen . Sus ainable ou ism is a ou ism
sys em ha encou ages quali a i e de elopmen , wi h a ocus on quali y o li e and well-being
measu es, bu does no agg ega e quan i a i e g ow h o he de imen o na u al capi al [3,
p. 1].
Tou ism is a pa o human li e and an impo an ac o in c ea ing i s social s a us. Tou ism
has become a means o p o ec ing he en i onmen and a he same ime an impo an sou ce
o i s des uc ion. The main in e na ional ules on ou ism, which also include he main ends
in i s de elopmen , a e:
• The ela ionship be ween ou ism and sus ainable de elopmen consis ing o :
o The economic impo ance o ou ism,
o The en i onmen al impo ance o ou ism,
o Po en ial e ec s o ou ism,
o Po en ial bene i s o ou ism.
• The in e na ional communi y and he adop ion o a new de elopmen model;
• De e mining he ca ying capaci ies o sus ainable ou ism [5, p. 280-286].
1.3 Sus ainable Tou ism De elopmen
Sus ainable Tou ism De elopmen is ela i ely new and has gained mo e signi icance in las
20 yea s. I is an adap i e concep eme ging om he pa en concep o sus ainable
de elopmen and he e o e con ibu ing owa ds he same objec i es and p inciples ela ed o
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he des ina ion. Sus ainable ou ism ocuses on quali y, con inui y and balance. Quali y
h ough sus ainable ou ism ansla es in o a aluable expe ience o isi o s in he con ex o
imp o ing quali y o li e o communi ies and b ings o h he signi icance o he na u al
en i onmen . “Sus ainable ou ism canno exis wi hou he con inui y o he na u al
esou ces, cul u e and cus oms o hos communi ies”. This o m o ou ism aims o ensu e a
balance be ween all s akeholde s including he ou ism indus y, social playe s, en i onmen al
ep esen a i es, he Go e nmen , he local au ho i y and local communi ies. In o de o ensu e
con inui y o cul u al, na u al and local communi y esou ces, he managemen s a egy has o
in ol e long- e m planning and s akeholde engagemen . “I we p o ec he en i onmen in
such a way as o b ing abou in he long un economic mise y, we would be de ea ing he
whole pu pose o de elopmen . I we p omo e economic wellbeing in he sho un, and lead
o en i onmen al and social deg ada ion, we will be winning one ba le and losing ano he ,
wi h he end esul o ending up wo se in he long un” [6, p. 7].
1.4 Sus ainable Tou ism as a Sub-se o Sus ainable De elopmen
The s udy o he app op ia e use o he physical en i onmen by humankind se es o cha
he his o y o en i onmen al a i udes and how hey a e ac ioned.
Such esea ch can o e p o ound insigh s in o he manne in which exploi a ion o he
en i onmen occu s, he na u e o en i onmen al pe cep ions, con lic s and beha iou s
ela i e o he en i onmen , and he de elopmen and analysis o en i onmen al policies.
Sus ainabili y is an “essen ially con es ed concep ”. Tha is, a concep he use and applica ion
o which is inhe en ly a ma e o dispu e. The eason o his is he deg ee o which he
concep o sus ainable de elopmen is used o e e o a “balance” o “wise” use in he way in
which na u al esou ces a e exploi ed. The app op ia eness o such an app oach and he e y
way in which “wise use” is de ined will depend on he alues and ideologies o a ious
s akeholde s.
Howe e , he his o y o na u al esou ce managemen sugges s ha sus ainable de elopmen ,
including he sub-concep o sus ainable ou ism (see Figu e 1), is one e m among se e al
which has eme ged in an a emp o econcile con lic ing alue posi ions wi h ega d o he
en i onmen . Fu he mo e, i is a gued ha he e minology o “balance” is con inuing o
e ol e, mo e ecen ly wi h he no ion o he “g een economy” and “g een economic g ow h”.
These concep s ha e al eady begun o in il a e he lexicon o ou ism [3, p. 16].
Sou ce: [3]
Fig. 1: Sus ainable ou ism as a sub-se o sus ainable de elopmen
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1.5 Issues in Sus ainable Tou ism
Wi h i s allu ing p emise o con inued de elopmen ha does no unduly ha m a des ina ion’s
na u al and sociocul u al en i onmen , he idea o sus ainable ou ism has eme ged as a
p io i y objec i e o he global ou ism sec o since he mid-1990s. This is indica ed in pa by
he ex en o which i has been o icially ecognized and in e nalized by a b oad a ay o
in e na ional, egional and na ional o ganiza ions bo h in e nal and ex e nal o ou ism. Ye , as
a emp s ha e subsequen ly been made o ope a ionalize he concep in he ac ual planning
and managemen o ou ism businesses and des ina ions, a ious a endan issues and
challenges ha e become inc easingly appa en .
Issues in sus ainable ou ism can be summa ized in:
• The inhe en lexibili y o sus ainable ou ism and he esul ing possibili y o weak and
s ong in e p e a ions.
• The deg ee o which he seman ics o sus ainable ou ism encou age he pe pe ua ion o a
possibly unsus ainable s a us quo.
• The complexi y o ou ism sys ems, including hei uzzy bounda ies, indi ec and induced
impac s, he in luence o ex e nal (non- ou ism) sys ems.
• The o en unp edic able na u e o ela ionships be ween cause and e ec .
• Comp ehensi e and minimalis composi e models o sus ainable ou ism.
• The inal issue in ol es sus ainable ou ism indica o s [7, p. 18-19].
2 Me hodology
This pape is based on heo e ical discussion abou he opic in ques ion. Thus, he
me hodology o his pape is based on li e a u e e iew, which was summa ized om a ious
li e a y sou ces ela ed o he issues o ou ism, de elopmen and sus ainabili y.To illus a e
he opic, he esea ch epo s and he de elopmen o ou ism in Koso o analysis a e
p esen ed in his a icle.
3 Analysis o Tou ism De elopmen in Koso o
3.1 De elopmen o he Tou ism Sec o
Tou ism oday is one o he la ges indus ies in he wo ld c ea ing mo e jobs han mos o he
sec o s. Coun ies ha a e in he ea ly s ages o ou ism de elopmen , such as Koso o, ha e
he po en ial o bene i om ou ism, especially in educing po e y and inc easing he
economic de elopmen . Fo ou ism o h i e sus ainably, public ins i u ions mus p o ide
suppo i e legisla ion, an ins i u ional amewo k conduci e o p i a e sec o de elopmen ,
and ensu e he quali y assu ance o ou is s. This includes p ope in as uc u e, p omo ion o
ou is po en ials, good anspo , isa acili a ion and app op ia e policies o s imula e
demand g ow h.
Acco ding o he Wo ld Tou ism O ganiza ion, Eu ope accoun s o 41% o o al in e na ional
ou ism admissions, as Sou heas Eu ope is one o he as es g owing egions. In de eloping
coun ies, ou ism anks six h as a sou ce o exchange in in e na ional ade. Gi en his,
Koso o may pa icula ly bene i om pa icipa ing in Balkan ou is ou s.
Koso o's ou ism indus y is s ill an eme ging indus y, a a e y ea ly s age o de elopmen
compa ed o o he Sou heas Eu opean coun ies. This is la gely due o a lack o in es men
o many decades, poo p i a e sec o ou ism o e s, a lack o educa ed s a , poo in es o
policies, and a lack o coo dina ion be ween s akeholde s and Go e nmen agencies. Al hough
he numbe o ou is s and o e nigh s ays in Koso o has inc eased signi ican ly o e he las
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en yea s, he numbe o in e na ional isi o s wi hin a yea is a om he egion’s a e age.
The la ges numbe o ou is s isi ing he coun y is du ing he summe . This is belie ed o
be mainly due o he diaspo a, which has a majo impac on he local economy and he
ou ism sec o , in pa icula [8, p. 6-7].
The legisla ion in he ou ism indus y, as in all o he sec o s, is a undamen al pilla ha
se es o egula e and moni o he o ganiza ion and ope a ion o all a eas ela ed o ou ism
ac i i ies. O e he yea s, due o he inc easing complexi y and compe i i eness o his
indus y, a ious e o ms and upda es o ou ism legisla ion ha e been de eloped in coun ies
wi h po en ial ou ism in o de o c ea e a heal hy and sus ainable ou ism en i onmen , hus
gene a ing economic p ospe i y o hei communi ies. Wi hou p ope legisla ion and espec
o he ule o law, he ou ism sec o canno be o ganized, ope a ed o ha e any posi i e
economic impac on he communi y.
The ou ism sec o is b oad and complex, and Koso o’s exis ing ou ism law and egula ions
a e no su icien and designed o handle such complexi y [9, p. 9].
Acco ding o he WTTC epo , ou ism, as o 2018, employs 319 million people. This igu e
is expec ed o inc ease o 421 million by 2029. In Koso o, acco ding o he epo o he
Labo Fo ce Su ey (2018), he numbe o employees in he ield o ou ism is a ound 28,500
people.
3.2 The Le el o Go e nmen Suppo o he Tou ism Sec o
Tou ism in Koso o is managed and o e seen by he Minis y o T ade and Indus y,
ep esen ed by a Di ision in he Depa men o Indus y. The cu en adminis a i e le el o
ou ism in Koso o is unde - ep esen ed in his minis y, compa ed o he esponsibili ies and
impo ance o he ou ism sec o o de elopmen and con ibu ion o he coun y’s economy.
Wi h ega d o he Go e nmen inancial suppo o ou ism, budge lines indica e ha o e
he yea s he ou ism sec o has been poo ly co e ed o no men ioned a all. The Go e nmen
budge alloca ion o he Minis y o T ade and Indus y ( esponsible o ou ism) is e y
small, gi en ha i has o co e many o he a eas and sec o s wi hin he minis y po olio.
The en i e annual budge is spen h ough he main lines o he minis y, such as capi al
expendi u es, goods and se ices, subsidies and ans e s, wages and sala ies, and public
se ices. The ou ism sec o is no speci ically men ioned in he lines whe e he budge was
alloca ed [9, p. 11].
Tab. 1: Go e nmen budge alloca ion o he Minis y o T ade and Indus y du ing he
pe iod 2012-2017
Budge alloca ion o he Go e nmen o Koso o o “MTI” (in Eu o)
Yea
2012
2013
2014
2015
2016
2017
Amoun
4,188,780
5,346,217
4,876,369
4,730,877
4,557,200
4,925,977
Sou ce: [10]
Table 1 con ains he da a on he alloca ion o he Koso o Go e nmen budge o he Minis y
o T ade and Indus y du ing he pe iod 2012-2017.
Acco ding o a ailable da a, he Koso o Go e nmen spends less han 0.3% o he annual
budge o he en i e Minis y o T ade and Indus y, whe e ou ism is ep esen ed by a
Di ision and hei budge dedica ed o he ou ism sec o is he lowes in he egion [9, p. 11].
Also, we can men ion ha he budge alloca ed o MTI o 2018 was 7,333,320 €.

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Tab. 2: Budge alloca ed o co e he whole spec um o ou ism in Koso o
Budge alloca ed o co e he whole spec um o ou ism in Koso o (in Eu o)
Yea
2010
2011
2012
2013
2014
2015
2016
Amoun
60,000
70,000
70,000
40,000
30,000
30,000
30,000
Sou ce: [9]
Table 2 con ains he da a on he budge alloca ed o he whole spec um o ou ism in
Koso o o he pe iod o yea s 2010-2016. Due o lack o da a yea 2017 has no been
p esen ed.
Di ision o Tou ism (unde MTI) and Koso o In es men and En e p ise Suppo Agency
(KIESA – an agency ha p omo es and suppo s in es men , expo s, ou ism, small and
medium-sized en e p ises (SMEs) and special economic zones, also unde MTI) ha e low
inancial suppo (less han 100,000 eu os pe yea ) o he de elopmen and p omo ion o his
sec o [9, p. 11-12].
Tab. 3: SWOT Analysis o he Cu en S a e o Tou ism in Koso o
S eng h
Weaknesses
• S ong geog aphical posi ion in he egion
and Eu ope;
• Good and unique landscapes ( i e s,
lakes, pa ks, moun ains, wa e alls, e c.);
• Cul u al he i age asse s;
• Special cuisine se ices;
• Mul ilingualism;
• Hospi ali y;
• Uncha ed ou is des ina ions;
• F iendly cul u e;
• Reasonable p ices;
• Weal h in he his o ical sense and
his o ical coun ies sense;
• I is al eady included in Wes e n Balkan
ou is packages;
• T adi ional e en s, es i als, nigh li e;
• New ai po and highways;
• The po en ial o ansi ;
• The cu en inc ease in Go e nmen
awa eness o he ou ism sec o ;
• A ac i e places and good wea he
condi ions; acco ding o seasons;
• Wi h he younges popula ion in Eu ope;
• P o ec ion and secu i y;
• Poo /a e age in as uc u e (elec ici y,
oads, wa e supply, sani a ion, ma king
ou is des ina ions, e c.);
• The e a e no compe ing ou ism laws and
egula ions a ailable;
• Lack o Go e nmen suppo o he
ou ism sec o ;
• Lack o ce i ied guides;
• Poo was e managemen ;
• Lack o en i onmen al p o ec ion
(especially o i e s, de o es a ion, and
was e disposal);
• The e isn’ a Na ional Tou ism Agency
(NTA)/a Na ional Tou ism O ganiza ion
(NTO) es ablished;
• Lack o adequa e ou ism s a is ics;
• The e isn’ a s a egy o ou ism
de elopmen ;
• Mismanagemen o isi o cen e s in
di e en municipali ies;
• Visa egime (especially owa ds coun ies
wi h high po en ial o expo ing ou is s);
• High cos o ligh s;
• Lack o Go e nmen subsidies o ligh s;
• VAT o ou is s booking om ab oad;
• Lack o join bids wi h o he coun ies in
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• Koso o’s small a ea ( as connec ion
be ween ci ies and ou is des ina ions);
• La ge diaspo a pa icipa ion in he
ou ism ma ke in Koso o;
• Flexible and compe i i e business axes;
he egion;
• Lack o municipal suppo o he ou ism
sec o ;
• Lack o ad e ising Koso o as a ou is
des ina ion.
Oppo uni ies
Th ea s
• A ac i e due o he pos -wa pe iod and
he peace ul en i onmen (speci ic o
some g oups o ou is s);
• Pa icipa ion in majo ade ai s and
shows;
• Public ela ions media plan o
ans o ming Koso o’s image;
• C ea ion o NT/NTO;
• O ganizing amily isi s (FAM T ips) o
key ma ke s;
• In oducing new ma ke s and p oduc s;
• Business mee ings, incen i es, business
con e ences and e en s;
• He i age p o ec ion and p omo ion by
UNESCO;
• De elopmen o p o ec ed na ional pa ks
and o he ou is asse s;
• C ea ion o join ou is packages wi h he
coun ies o he egion;
• Maximizing he use o EU unds o
c oss-bo de coope a ion o he
de elopmen o c oss-bo de ou ism;
• De elopmen o ou is b ands;
• A ac ing o eign in es men ela ed o
ou ism;
• Inc easing coope a ion wi h in e na ional
dono s, maximizing he use o unds and
ans e knowledge o he sec o ;
• Inc easing domes ic ou ism.
• The e isn’ na ional ou ism s a egy;
• Ve y small budge o he ou ism sec o ;
• Inc easing compe i ion in he egion
(Wes e n Balkans);
• Lack o aining/educa ion in he ho el
indus y;
• Lack o de elopmen o p oduc s and
se ices;
• P ice compe i ion in he egion;
• High cos o ligh s compa ed o some o
he coun ies in he egion (e.g.
Macedonia);
• Lack o licensing and classi ica ion o
ou ism se ices and ins i u ions;
• Lack o in e es and awa eness o s udy
cou ses ela ed o ou ism and ca e ing;
• Lack o municipal p ojec s a ailable in
he ou ism sec o ;
• Low in e es in using unds alloca ed by
in e na ional o ganiza ions o ou ism
p ojec s;
• Poo coo dina ion among line minis ies;
• F agile poli ical si ua ion ha a ec s he
image o Koso o’s media ee;
• Lack o Public-P i a e Pa ne ship (PPP)
ini ia i es;
• Koso o is seen as a ansi des ina ion in
he egion (low numbe o nigh s spen );
• Unde eloped in as uc u e.
Sou ce: [9]
Conclusion
Based on all o he ac s s a ed abo e we could say ha :
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• Koso o as a young coun y, ha ing li le expe ience in he ou ism indus y and knowing
ha he e a e many challenges in he u he de elopmen o ou ism, mus ake he s ep o
de elopmen and ollow he global ou ism indus y o de elop his sec o in compliance
wi h in e na ional s anda ds.
• The budge alloca ed by he Koso o Go e nmen o he ou ism sec o needs o be
inc eased so ha his sec o can g ow as e .
• Knowing ha he cu en si ua ion o ou ism de elopmen in Koso o isn’ so sa is ac o y,
imp o emen s should be made o ou ism legisla ion in o de o comply wi h ou ism laws
i s , and hen o make imp o emen s and eo ganiza ions in policies, p ocedu es and
s anda ds on ou ism which suppo he de elopmen o he ou ism sec o .
• Tou is des ina ions mus be p o ec ed om pollu ion because cleanliness o he
en i onmen is one o he key elemen s o hese des ina ions o a ac domes ic and
o eign ou is s and isi o s.
• We no iced ha Koso o does no ha e a Na ional Tou ism Agency (NTA) / Na ional
Tou ism O ganiza ion (NTO) es ablished. I NTA / OKT we e es ablished, hey could
acili a e he unc ioning o he ou ism sec o by p o iding p o essional ad ice and
suppo o he c ea ion o sus ainable ou ism plans and policies, engaging in ma ke ing
and p omo ing he coun y and p o iding a gene al isiona y o ien a ion o he
de elopmen o he ou ism sec o .
• Also, in e ms o sus ainable ou ism de elopmen and egional compe i i eness, Koso o
is cu en ly unable o ollow de elopmen ends and be compe i i e.
Li e a u e
[1] TAHIRI, A.; KOVAÇI, I.: Managemen in Tou ism, Theo e ical Manage ial App oach.
Resea ch Cen e , Peja, 2017. ISBN 978-9951-8912-4-0.
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