developed countries. Macedonia is one of those
emerging markets, as it has much to offer in
natural beauty. But there are many challenges
that need to be addressed to increase tourism
growth including better promotion of destinations
potential. Since 2014, Switzerland is investing
in the growth of the tourism sector through the
Increasing Market Employability (IME) Project. By
2018 IME introduced the Destination Management
approach in three destinations: Ohrid, Mavrovo
and Krushevo. By recognizing Adventure Tourism
as a niche market for sustainable tourism growth
10 incoming travel agencies promoted 25
new products in Ohrid, 10 in Mavrovo and 5 in
Krushevo. Mavrovo and Krushevo reported a 25
% increase in overall tourist arrivals and over 20
% increase of sales in travel itineraries.
As a result of the road show to Kosovo and
Albania, Ski Centar Mavrovo managed to
increase their winter offer while the Destination
Management group from Krushevo initiated the
organization of a large - scale event, When in
Krushevo. In the first year, the organizer, When
in X, reported 400 ticket sale, arrival of 3,000
domestic tourists and 40, 000 CHF generated
volume sale for them and the destination. The
event has grown as an annual event and there
are initiatives for replicating the approach in other
destinations throughout Macedonia. In 2019 the
16th FAI Paragliding World Championship was
held in Krushevo.
Recognizing the potential for adventure tourism
and continuous need for supporting beneficiaries
and partners in the value chain, Increasing Market
Employability Project 2 in its 4 - year mandate
will expand its activities to new destinations and
make sure that both lessons learned and new
innovative approaches are promoted. The goal
is to support local initiatives and strategically
facilitate linkages between other two sectors
of intervention: agriculture and ICT. Integrated
approach will allow greater cooperation between
different industries resulting in creating new,
innovative approaches towards promotion of
specific offer of the destinations. Also, the
project’s aim is to generate employment in the
three sectors of intervention by increasing the
competitiveness of companies and expanding
their presence on international markets. In the
tourism sector IME 2 will work with: incoming
tour operators, owners of family owned bed
& breakfasts, eco - farms, small family owned
restaurants and other stakeholders from other
industries contributing towards the increased
attractiveness of Macedonia as a new emerging
market for consumers of various experiences
combined in adventure tourism.
Challenges to the Tourism Sector in
Macedonia
Macedonia as of 2019 reached the mark of 1
million tourist visitors and 3 million nights spent.
EMERGING MACEDONIA
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