Terms of Reference

Consultancy Services for the Implementation of “Product Development & Municipal Support 03 for PIUTD’s Additional Financing, including the Municipalities of Përmet, Gjirokastra, Saranda and Berat”, Ref. No. AL-ADF-467721-CS-QCBS

Table of Contents

BACKGROUND  3

Town specific background, objectives, and study area  3

SCOPE OF WORK  7

PHASE A: Event Calendar Design – 2.5 months  7

Task 1: Inception phase – 2 week  8

Task 2: Event and Event Calendar design – 8 weeks  9

PHASE B: Event Implementation & management – 12 months 10

IMPLEMENTATION FRAMEWORK AND DELIVERABLES  11

TEAM PROFILE AND KEY PERSONNEL 12

TIMEFRAME FOR THE ASSIGNMENT  13

COORDINATION WITH AUTHORITIES  13

REPORTING  14

ANNEX 1 – Shortlisted Tourism Products – New Products/Events to be taken into consideration but not limited to: 15

 BACKGROUND

The Project for Integrated Urban and Tourism Development (PIUTD) is focused on four major urban centres of south of Albania: Saranda, Gjirokastra, Berat and Përmet. Among other goals, the Project aims to develop tourism in these areas. A marketing research and tourism value chain analysis were carried out in 2019 (pre-COVID) and over-arching product development plans and strategic marketing plans were developed for each municipality. Based on comparative advantages of each municipality proposals were defined for developing new tourism products or enhancing existing ones. For the purposes of efficient implementation and required skill sets, product development was divided into two different consultancy packages; events and events’ calendar development, and, infrastructure related products.

All product initiatives took into consideration time and effort needed for implementation, as well as the potential impact on the market. Thereby, a set of quick win initiatives were identified, as well as long-term development initiatives that are needed for a full and professional product development.  Recognizing that the post-COVID environment will look very different, this consultancy should consider the previous work as guidance and may have to adapt many of the proposals to the current business operating environment.

1. The Additional Financing become effective on December 2022 and will be used to support scale-up of investments on urban upgrading and infrastructure improvement, and also tourism product and market development activities into three additional locations in the South of Albania. The scale-up investments will be focused on Ksamil, Borsh and Orikum, which are closely connected to the municipalities which are participating in the parent Project and their tourism sites. The investments in Ksamil and Orikum would be within the scope Component 3 of Additional Financing: Component 3 of the parent Project, including tourism product and market development activities with focus on Ksamil Borsh and Orikum aiming to enrich the touristic offer of these two destinations and their access to markets.

 

2. The objectives of the PIUTD-AF are to: (a) improve urban infrastructure; (b) enhance tourism assets; and (c) strengthen institutional capacity to support tourism related local economic development in Selected Areas in the south of Albania. Under this objective, the Product Development package of this consultancy falls under Component 3, “Tourism market and product development” and focuses at strengthening the capacity of municipalities to deliver municipal services and supporting tourism market and product development through inter alia: (iii) the development and implementation of market research and product development strategies. These tourism product and market development activities with focus on Ksamil, Borsh and Orikum but also includes the 4 subject Municipalities of PIUTD, aiming to enrich the touristic offer of these destinations and their access to markets.

 Town specific background, objectives, and study area

Ksamil, Borsh, and Orikum have similar characteristics taking in consideration that all three areas are located by the coast and are popular destinations for summer tourism.

Ksamil is a town with a strong strategic position with direct connection with Saranda and Butrint. It has the size of approximately 1,7 km2 and is located on the south shore of the Mediterranean Sea close to the Greek island Corfu. There are 10,000 registered inhabitants, though only 3,141 are estimated to live in the settlement all year round. Ksamil is a popular destination for summer tourism with 128,850 tourists per year. In this regard, Ksamil is one of the main urban centers in the southern Albania which is populated throughout the year, with a high presence of settlements, economic activities and touristic accommodations. The investment from the entrepreneurs are significantly increasing, and inhabitants have started to reinvest in their properties.

Ksamil is an area where the environmental (e.g. sea, lake) and cultural assets are combined together; National Park of Butrint, Ksamili Islands, Lake of Butrint, and Vivar Channel are the main assets of this area. The ruins of the ancient town of Butrint in the south of the peninsula are part of the UNESCO world cultural heritage. Ksamili administrative unit is one of the priorities in the National Development Strategy in terms of tourism. Thus, given that the tourism sector is one of the main sources of development of the area, residents consider it important for the provision of family income and the development of the entire city. The economic activity of the administrative unit of Ksamil is focused mainly on tourism as well as on construction, fishing and in fruit-growing. Fishing is mainly based on mussels farming in Butrint Lake.

However, the tourism nowadays is characterized by informal development patterns, hence resulting in lack of proper urban development, public spaces, parking etc. Ksamili’s chaotic urbanism, with illegal construction, lack of infrastructure and architectural standards, negatively affects the upcoming tourism and recreational developments of Ksamili itself and the entire Butrint Park.  Over the last two decades, Ksamili has expanded without a proper urban planning, resulting in heavily built areas characterized by lack of green and open spaces, and problems of traffic congestions and missing parking facilities and poor road and underground infrastructure. Ksamil has no plaza or main square where people can gather for public events. Also, the cultural and sportive facilities are missing in the area.  In addition, Ksamil has not adequate marketing and branding of the town.

The additional financing is expected to: improve urban core and the seaside areas of the town by improving the mobility, improving the urban elements such as promenade, lightening, facades, paths, requalification of the seaside area and the lakeside area, marketing, branding and tourism products and other projects as it will be defined during the design phase.

Borsh is a coastal town, that reflects a collection of settlements—both historic and contemporary—that exist along an alluvial plain that is the delta of a small river, flowing to the sea from the inland mountains. The mountains provided a secure point to build a castle, and a plain flat ground with rich soil to cultivate olives. In recent times, the wide beach created by this delta has provided the local economy with the opportunities related to the tourism economy. The sporadic resettlements and the ever-present attempt to move closer to the seaside has not been without consequences. Unfettered expansion and chaotic planning have dotted the fertile delta with a spattering of building. The lack of oversight and planning has resulted in a center-less sprawl—a semi-urban/suburban/agrarian condition. Borsh is mostly known for its olive production, a process which was bolstered by the investment during the communist period. The project area includes the coastline of Borsh. It boasts the largest beach in all of the Albanian Riviera at 6km, a beautiful and expansive olive grove, and an incredibly valuable cultural asset: The Castle of Borsh. Perhaps of all the villages along this stretch of the Albanian Riviera, Qazim Pali is the youngest and most suitable for a transition into a tourist-haven.

The additional financing is expected to improve the seaside areas by improving the mobility, improving the urban elements.

Orikum is the second most important urban center in the Vlora Municipality (and third of the southern coast Albania), classified as a tourism strategic hub, located on the coastal landscape road connecting the southern coast locations. The administrative Orikum unit, 165 km south of the capital, is part of region number 4- the Southern Gateway of the Albanian Riviera. Orikumi is an administrative unit with 12.000 registered residents and 5.503 inhabitants only in Orikum town, and it is the only town in the Vlora Municipality having residents throughout the entire year. Orikum, located in the Southern part of Albanian Riviera and in close vicinity with Vlora town and Llogara National Park, represents high potentials for sustainable tourism (both summer and winter season) and cultural development. Orikum has about 60,000 visitors a year and due to its diverse tourist offer, the numbers are increasing. The relief of the Orikum area is diverse where coastal seas, hilly areas and deep mountain areas are intertwined. Orikumi is distinguished for its natural resources, biodiversity and ecological corridors and also for its archaeological, historical and cultural richness. Touristic potentials are well preserved, there is no degradation of the landscape despite the presence of informality in some areas, and the possibilities for improvement are high. In the Orikum administrative unit there are about 430 active business activities throughout the year and 150 other seasonal businesses. Most of them are mainly concentrated in Orikum, Dukat and Radhima. The Radhimë-Marina Orikum area is one of the most developed business poles regarding tourism services. The local economy relies on the tourism sector and other components such as emigration, livestock, fisheries and agriculture. Also, agriculture remains the main economic activity, as opportunities for the development of this sector are good, especially in Dukat and Tragjas. Cultivation of viticulture, horticulture, citrus have grown year by year. Despite the presence of the sea, the Orikum Lagoon located between Karaburun and the city of Orikum is a great potential for the area. Most importantly, Orikumi is in a natural protected area of the National Park of Llogara and the Karaburuni peninsula.

The Marmiroi Church and Orik are the two main cultural sites of Orikum. Orik ancient settlement is situated in the south-western shore of Orikum bay, in a low rocky hill, near a wood scaffold that separated a small lagoon with Pasha-Liman bay. In the 5th century, Byzantine Church of Marmiroi was built. The project area has the status of a Managed Nature Reserve, category IV, and is characterized by a biological and landscape diversity, because of the geographical position, landscaping, hydrography, earth conditions and various climates. Several important archaeological objects have been found in the city, but the archaeological search has been always limited due to the importance of this center that continues even nowadays to be used as a naval base. Numerous of the ancient objects found in the city are exposed at the Vlora Museum.

As mentioned above, Orikumi is distinguished for numerous natural resources, biodiversity and ecological corridors and also for its archaeological, historical and cultural richness. Orikumi together with the surrounding villages make up a wealthy treasury, including the Managed Nature Reserve of Karaburun (20,000ha), the Llogara National Park (1,010ha) and the Karaburun-Sazan National Park (12,428ha).  Orikum’s lagoon of about 130ha is another tourist attraction that connects to the sea through the canal.

Given this situation, product development initiatives: 

1. Are oriented to achieve following goals: upgrade destination tourism offer, increase number of guests, increase average length of stay and increase average expenditure per visitor;
2. Build destinations image and strengthen their positioning;
3. Connect and provide sustainability with previously defined tourism products;
4. Are connected to key tourism resources;
5. Complement current tourism offer and attractions in the best possible way given the time and limited budget;
6. Further give purpose and valorize currently under used resources;
7. Are globally competitive initiatives that have strong market base and proved to be successful in other destinations worldwide;
8. Can be implemented not only with the money given by the PIUTD, but also through donations and sponsorships from both private and public sector; or/and by introducing ticket sales model for the participants.
9. Take into consideration rural parts and surrounding areas of each destination in order to spread tourism flows through the entire region.

The overall objective of this consultancy is to provide market and product development support, develop integrated, complementary and self-sustainable events for each municipality and implement these events in close collaboration with Albanian Development Fund, each municipality and other stakeholders. The consultancy is expected to build capacity and create Standard Operating Procedures (SOP) for event planning, event implementation, event promotion and event monitoring and reporting that would allow these events to be implemented in the future by staff in each municipality and/or other possible stakeholders.

Moreover, apart from initiatives identified for each Municipality, additional cross-municipal initiatives are identified, that present quick-wins. Cross-municipal initiatives will imply collaboration among all municipalities and communes involved, where each municipality will be in charge for organizing, managing and maintaining the initiative on their territory.

Many of the big events have a goal to position South Albania on the global map, develop the local markets by attracting and connecting to foreign markets and have more economic impact to the destinations than smaller scale, local events that are merely an additional activity for guests in the destination and may not be a real motive for visits. Thereby, for each destination a balanced combination of those events is planned.

Within the product development strategy, as well as product development 01 consultancy, more than 20 tourism product concepts were developed and within the marketing strategy, an umbrella plan was created for all of the designated municipalities, with details regarding which specific market should be targeted for each product, when and how.

All proposed initiatives are not exhaustive. Final concepts, content and points of interest to be included are part of operationalization and implementation by the Consultant to execute the work. Also, the Consultant should jointly agree with each Municipality and ADF for each event concept, before starting the implementation. Moreover, besides the new products that the consultant should provide, also, many of the activities should connect to and support already existing initiatives on the local level (e.g. Wine Fest in Berat, Solar Fest in Saranda, events in Gjirokastra, Permet etc.), not only to provide sustainability and continuity, but add value to those activities and propose a more competitive and innovative concept.

Within the source market section, following regions are identified, that currently consume such product in Albania or globally, and represent potential market to focus on:

• Domestic market: Albania;
• Regional market: Kosovo, Macedonia, Montenegro, Greece and Albanian expats living in these countries;
• DACH region: Germany, Austria and Switzerland;
• Scandinavia: Norway, Sweden, Denmark and Finland;
• Benelux: Belgium, Netherlands and Luxemburg;
• Eastern Europe: Czech Republic, Slovakia, Poland, Ukraine, Russia;
• Rest of the Balkans: Croatia, Serbia and Slovenia;
• North America: USA and Canada;
• Far East: China, South Korea and Japan;
• UK,
• Spain,
• Italy,
• France

During the period of the contract, the Consultant will be responsible for the successful event implantation and will also ensure the collaboration and engagement of each municipality during event planning and realization, in order to transfer to them the “Know How” for future event implementation, after the Timeline of the project.

More details which specific market should be targeted for each product, is elaborated in the marketing strategy.

SCOPE OF WORK

The consultancy team should be realistic in appraising the existing capacities and design events that are appropriate. It is expected that the consultancy will be implemented over a period of 15 months. Due to Tourism Calendar coordination with Municipalities and Ministry of Tourism and Environment, time period can be reduced or postponed/extended upon Client’s request and mutual agreement.

Specific tasks and indicative level of effort are as following:

PHASE A: Event Calendar Design – 2.5 months

 Task 1: Inception phase – 2 week

The primary goals of the Inception phase are to work with stakeholders to define an overall framework for events’ calendars, events concepts that fits the current market needs across the four municipalities and to lay out a clear implementation plan with a well-defined strategy of events sustainability. The Consultant should consider the limitations imposed and restrictions and sequence and prioritize activities accordingly. Major activities of the phase should include:

1. Kick off meeting. The Consultant should prepare the kick off meeting to officially launch the Project. During the kick off meeting, the Consultant should present all planned activities, methodology and timeframe, fine-tune project scope, discuss and confirm with the Client any questionable activities or procedures, if any.

2. Evaluation of the current situation in each municipality. The Consultant should undertake a preliminary evaluation phase in each municipality in order to:
   1. Present to each Municipality the initiative and evaluate their capacity to collaborate
   2. Share the events proposals with each of the municipalities and ADF, evaluate their current needs and jointly agree on the events concept
   3. Identify current events in the region and consider their impact in terms of Market Needs while creating new events concepts.
   4. Identify other actors and stakeholders present in the region with events organizations and evaluate their capacities to collaborate.

3. Inception report. Hereby the Consultant should prepare the Inception report that should clearly outline all activities, tasks, procedures, methodology, and timeframe as well as include conclusions from the kick off meeting. The inception report must include as following:
   1. Project understanding. Hereby the consultant should showcase its overall understanding of the project purpose, context and objectives.
   2. Possible The Consultant should evaluate the situation on the ground in the project locations with respect to any restrictions and propose an implementation approach.
   3. List of current events in each municipality. The Consultant should prepare an updated list with current events and initiatives in the area and for each municipality.
   4. Definition of tasks and procedures. The Consultant should define all expected tasks to be performed and procedures to be conducted to achieve full scope of work.
   5. Definition of project activities. The Consultant should elaborate, at a high level, all activities that will be conducted throughout the project and methodology that will be used. This usually takes the form of a list of high-level activities and expected deliverables.
   6. Identification of people, organizations and needed resources. The Consultant will establish the team and confirm with the Client key experts and other personnel involved in the project. The Consultant will clearly define the managerial functions and communication process from both sides of Client and Consultant in order to ensure flawless project execution in later stages. Moreover, in this phase the Consultant will identify possible external organizations that will need to work with and which resources will need to be employed for a successful project delivery.
   7. Definition of risks. The Consultant should identify possible risks or expected bottlenecks, and also propose ways to mitigate each defined risk.
   8. Definition of project timeframe. At a high level, the Consultant should present the schedule of each planned activity. Generally, this includes an overview of all activities, key milestones and deliverables put in a time perspective while taking into consideration the duration of the project.

Deliverables:

 Kick off meeting with the Client

• Current evaluation Report
• Inception report that will showcase a clear understanding of project purpose and key objectives through a presentation of appropriate tasks, procedures, activities and time frame.

Task 2: Event and Event Calendar design – 8 weeks

After the approval of the Inception Report from the Client, the consultant, together with relevant staff from each municipality, will:

1. Event validation & prioritization. In the context being a follow-up consultancy, which is supposed to learn and build upon previous experience, the consultant will analyze the concept ideas prepared in the Product Development Strategy, Product Development 01 and may propose other events as seen appropriate by the consultant to achieve consultancies & project goal. This proposals shall be shortlisted to be financed under PIUTD (please refer to ANNEX 1 – Shortlisted Tourism Products – events), the consultant will analyze each of the proposed tourism events  and based on a methodology to be prepared by the Consultant, will prioritize them and prepare project briefs that include, but are not limited to proposed description of the event, budget, frequency,  for each of them aiming the achievement of the targets defined in the Tourism Product Development Strategy with a special focus on  the sustainability of the products beyond PIUTD timeline. The prioritization process will be in close collaboration with the Client and relevant stakeholders and will have to be approved by ADF before initiating the next step (event planning).
2. Event planning. Activities to be performed by the Consultant at this step include, but are not limited to:
   • Preparation of an overall Integrated Events’ Calendar for each municipality detailing timing, staffing costs and logistics.
   • Event Briefing
   • Event Feasibility
   • Market segments (tools to reach them)
   • Source Markets (tools to reach them)
   • Stakeholders involved (detailed of all stakeholder’s engagement and management)
   • Events detailed Concept. The Consultant should prepare for each event a Detailed Concept Design that fits the current market needs and that is jointly agreed with each municipality and the ADF.
   • Business Plan. Apart of the Events Concept the Consultant should also prepare a Business Plan for each event that will have a clear objective on what should

be the business case behind each event and who will guarantee the sustainability of it after the project is over.

• Events Budget and Implementation Plan. The Consultant should also prepare a detailed budget and Implementation plan for each event.
• Key success factors and constrains (and how they will be addressed)
• KPIs (such as estimated number of participants, economic return for investment, etc.)
• Event marketing/communication plan
• Fund raising plan and find sponsorships (what % can be covered by them, and how much by the PIUTD project)
• Detect adequate locations/buildings for the event (if needed) and permissions required.

In the design phase the Consultant has to closely collaborate with the Client and all the involved stakeholders. As closure of this phase the consultant will have to receive the approval of the Client for the above-mentioned steps, before proceeding to phase B.

PHASE B: Event Implementation & management – 12 months

In the event management phase, the Consultant will perform activities such as:

1. Event implementation, as per the events calendars approved. At least 9 events in total are expected – with a minimum of 5 new products/events and 4 products/events supporting previous products already created under Product Development 01; events to be implemented over the course of 12 months.
2. Promotion of the event through online and offline channels, as per marketing/communication plan agreed.
3. Building capacity and systems within the municipality to deliver events consistently
4. Result monitoring, with focus on the KPI’s.
5. Prepare an economic impact study/report on the quantitative and qualitative effects of the event on the destination.

The consultant has to document all the planning, implementation and management process of the events step by step and present them in a web-based page open to the public, aiming to share the experience and transfer the knowledge to other stakeholders that might want to replicate the whole event or just some parts of it in the future.

During phase B, the Consultant will have to report on monthly basis to the Client regarding the project progress, and inform the Client in due time for any changes in the event plans if needed.

IMPLEMENTATION FRAMEWORK AND DELIVERABLES

This assignment is foreseen to be carried out and implemented by the Consultant within 15 months. The following list of key deliverables and milestones serves as a guide for the consultancy.

Phase	Task	Duration of Tasks	Deliverables	Payment schedule
A	Inception Report	2 weeks	Inception report (after one month)	10% of total contract
	Development of Events Calendar and Establishment of digital platform for event calendar	8 weeks	Approved Events’ Calendar for each municipality	20% of total contract
B	Implementation of Events Calendars	12 months	4 quarterly reports	15 % of total contract value after delivery of each quarterly report
C	Events Manual	2 weeks	I Event Manual/final report	10% of total contract value after delivery and approval of final report/manual

The deliverables of reports/documents etc. should be in Albanian and 1 copy in English language.

The Consultant should deliver a Report with detailed description that will serve as Manual for the Municipalities for future implementation of the events. This document should have the following structure:

• Event briefing
• Event Concept
• Business Model/Plan
• Detailed Budget
• Challenges (during event implementation)

The Consultant will submit all reports and deliverables requested under this assignment to ADF (where the PMT is located) for review and approval. ADF will be responsible for sharing the documentation with the MoIE, (PCU), World Bank, MoTE and any other interested central and local government authority as deemed necessary.

TEAM PROFILE AND KEY PERSONNEL

The consultant will be a consultant company with international experience in event planning and development, which can be organized also in a Joint venture, and shall fulfil the below mentioned requirements:

• Proven experience in tourism product development and event management, with at least 9 tourism product development projects in the category of events, with a minimum of 5 in big sizes (participants more than 3000 pax).
• Experience in event promotion similar to the products mentioned in the TORs.

 

• Experience in collaborating with local authorities, NGOs, and service providers in the tourism sector, ensuring inclusivity and the successful delivery of tourism products
• Experience in managing recurring events that have been sustained for more than one edition.
• Previous experience in event implementation in Albania.

A multi-disciplinary team of 9 key staff professional and technical personal will be required for the execution of the project. The Consultant Team should be led by a Principal Team Leader with at least 10 year of experience in event planning with focus on promoting tourism destinations.

The following list of qualifications serves as a guide and the Consultant Team may with justification propose additional staff. The Consultant Team shall also propose the time allocation for each of the staff dedicated to their respective tasks and the breakdown of the time that those work will be performed on location or remotely. The proposed team composition for the Consultancy Services shall be:

No.	Position	Qualifications	Experience
1	Event Director/Team Leader/Key staff -1	Degree in business, marketing or a related field	At least 10 years’ experience in event planning and implementation
2	Account manager/Key staff – 2	Degree in social or behavioral science, business, management, marketing, public relations.	At least 5 years of experience in project management
3	Event Coordinator/Key staff – 3	Degree in event management, business, management, marketing, public relations.	At least 5 years of experience in event management
4	Tourism Specialist/ Key staff – 4 International/Local	Degree in Tourism, economics	At least 5 years of experience in developing tourism products
5	Digital Media Specialist/Key staff – 5	Degree in communications, journalism, or marketing	At least 5 years’ experience in developing digital media content
6	Marketing Specialist/Key staff – 6 International	Degree in marketing, or relevant field	At least 5 years’ experience in events marketing
7	Graphic Designer/ Key staff – 7	Degree in graphic design	At least 5 years’ experience in design and web design
8	Sponsorship Manager/Key staff – 8	Degree in business, management, marketing, public relations	At least 5 years’ experience in fundraising.
9	Artistic Director/Key staff – 9 International	Degree in arts	At least 5 years’ experience in designing and management of artistic events

In addition to the above, the consultancy team would need to demonstrate that they have a network and can source specific expertise to support event planning, promotion and implementation, depending on the theme of the event.  No changes in the composition of the team and the core team members will be allowed during the implementation of the assignment unless jointly authorized by the ADF, in consultation with the World Bank.

TIMEFRAME FOR THE ASSIGNMENT

The consultant should be a Firm. The selection method to be applied is Qualifications Cost based Selection (QCBS), with the procedures set out the World Bank’s: Procurement Regulations for IPF Borrowers” July 2016, as amended, setting forth the World Bank’s policy on conflict of interest. The firm will be contracted under a lump sum contract. The assignment is expected to be completed within 15 months, from the date of signing the contract and the level of inputs required are 132 man/months.

 COORDINATION WITH AUTHORITIES

The Consultant shall work in strict coordination with ADF which is responsible for the accomplishment of the assignment. The Consultant should interact with ADF concerning the technical aspects of projects.

Considering the importance of setting up and implementing the tourism products, it is expected that the Consultant will closely, strategically and operationally, collaborate with:

• National Tourism Agency;
• Albanian Development Fund, World Bank and PCU;
• Municipalities of Vlora, Himara, Saranda, Berat, Permet, Gjirokastra;
• Local tourism management entities;
• Local attractions – national parks, museums, protected areas and attractions, etc.

Key local tourism sector stakeholders – primarily in tourism product creation process.

REPORTING

Reporting and all deliverables documents must be submitted to the Client in English and Albanian. Also, the Consultant must possess high-level English Language skills to ensure effective communication with the Client and stakeholders. The Consultant should provide translators if required to have good communication with the Client and the Stakeholders during field visits or meetings organized as part of the assignment process.

All reports and deliverables developed during this assignment will require World Bank clearance. ADF will be responsible to deliver and make available to the World Bank the deliverables, step by step as defined along the ToR.

ANNEX 1 – Shortlisted Tourism Products

 

Proposed Products for implementation through PIUTD-Additional Financing.

*List 1 through 5 are New Products/Events to be taken into consideration but not limited to:

*List 6 through 9 are most successful products developed from Product Development 01, agreed to support municipalities for ensuring sustainability.

 

 

1. Butrint classics – Ksamil
2. Ksamil Summer Festival – Ksamil
3. Summer Music Festival – Borsh
4. Orikum Outdoor Festival – Orikum
5. Best of Albania Taste –Orikum or Borsh
6. Gjirokastra Castle Music Festival or Walking with History
7. Berat Wine Festival
8. Solar Festival, Saranda
9. Last Adventure of Europe, Permet

 

 

1.      BUTRINT CLASSICS Butrint Classics is a 2-3-day event organized in the amphitheatre within the archaeological park which will feature recognized artists and renowned plays (operas, operettas, musicals, classical music, philharmonic, etc.). Festival should be organized in pre or post season period on yearly basis with high production quality. Although the amphitheater within the Butrint archaeological park is currently being used for organization of International Festival of Theatre, the location should be used more frequently in order to achieve greater international visibility and distinctiveness. The amphitheater’s characteristics (limited number of places and unique ambience) limit the organizational possibilities on small and highly exclusive events. In order to organize festival which can attract a larger number of visitors, additional programme can be organized at other locations within the park.
Key components and activities for implementation –          Conduct the best practice analysis of similar projects in Europe –          Create event business plan –          Establish cooperation with renowned theatres to increase the appeal of the programme –          Conduct promotional activities on international and regional level –          Organize the event –          Analyse the success according to previously set key performance indicators –          Economic impact study – report on the quantitative and qualitative effects of the event on the destination
Market segments –          Independent young people –          Just married w/o children –          Adult couples w/o children –          Non-active adult couples	Source markets Primary: –          Domestic –          Regional Secondary: –          Scandinavia –          DACH region
Examples International Festival of Ancient Greek Drama: https://www.greekdramafest.com/ Festival of the Greek Theater of Syracuse: http://www.indafondazione.org/en/ Athens and Ephidaurus Festival: http://greekfestival.gr/?lang=en Arena di Verona Opera Festival: https://www.arena.it/

 

 

2.     KSAMIL MUSIC FESTIVAL Ksamil Music Festival is a 2-3-day electronic music event organized in the summer season with the aim to promote Ksamil as a fun city for younger event goers. This festival will attract new generation of festival goers and act as a great tool for enhancing tourism aspect of Ksamil. The festival will be organized as a themed electronic music event, with main stage hosting the line-up made up of international DJs who will make a fun, entertaining and lively atmosphere in Ksamil. Festival organization is possible in cooperation with music festival franchises which are already recognized on regional and international level , have their own followers and portfolio of popular artists which is crucial for high visibility and event success. PIUTD project might not have to provide the whole event budget, but the event might rather be supported by public sector (municipality, ministries, etc.) and big private sponsorships.
Key components and activities for implementation –          Conduct a best practices analysis of similar Mediterranean beach festivals. –          Create an event business plan focusing on ticket revenue, sponsorships, and vendor partnerships. –          Establish partnerships with regional artists and cultural organizations. –          Develop an integrated marketing and promotional campaign targeting regional and European audiences. –          Organize and execute the festival, including logistics, safety measures, and guest engagement. –          Conduct an impact study on tourism and economic growth in Ksamil.
Market segments –          Independent young people –          Beach Festival Goers –          Music Enthusiast	Source markets Primary: –          Domestic –          Regional Secondary: –          DACH region –          ▪ UK –          ▪ Italy –          ▪ Scandinavia –          ▪ Benelux region –          Greece
Examples Electric Castle: https://electriccastle.ro/about Fort festival: http://fortfestival.es/en/en-fort-festival-tossa-de-mar/#cartel Forecastle: https://forecastlefest.com/schedule/

 

3.    SUMMER MUSIC FESTIVAL BORSH A 2-3 day music festival held in the scenic coastal village of Borsh. The event will bring together top regional and international DJs, set against the backdrop of the Ionian Sea. This festival is aimed at young, energetic audiences who enjoy electronic music and beach festivals.The festival will be organized as a themed electronic music event, with main stage hosting the line-up made up of international DJs who will make a fun, entertaining and lively atmosphere in Borsh. Festival organization is possible in cooperation with music festival franchises which are already recognized on regional and international level, have their own followers and portfolio of popular artists which is crucial for high visibility and event success. PIUTD project might not have to provide the whole event budget, but the event might rather be supported by public sector (municipality, ministries, etc.) and big private sponsorships,
Key components and activities for implementation –          Best practice research on established electronic music festivals. –          Develop a business and marketing plan with a focus on partnerships with international music labels and DJs. –          Collaborate with local tourism and accommodation providers to create package deals for attendees. –          Implement a marketing campaign targeting young adults and music enthusiasts. –          Organize logistics, ensuring adequate facilities, safety, and sustainability measures. –          Post-event evaluation focusing on economic impact and potential for scalability.
Market segments –          Independent young people –          Beach Festival Goers –          Music Enthusiast	Source markets Primary: –          Domestic –          Regional Secondary: –          Italy –          Western Europe –          Scandinavia
Examples Hide Out Music Festival: https://hideoutfestival.com Sonus Music Festival: https://www.sonus-festival.com

 

4.    ORIKUM OUTDOOR FESTIVAL An adventure-focused festival in Orikum, centered around activities like guided hikes, kayaking, nature photography, and environmental awareness workshops. Set near the Llogara National Park and Orikum Lagoon, this event will appeal to outdoor enthusiasts and promote sustainable tourism. In addition, festival campsite can be improvised with necessary basic services (toilettes, wash machines, showers, etc.). A festival marketplace, in a form of a special festival corner, can represent local producers, traditional craftsmen, agritourism owners, tour operators and agencies organizing different activities (food tastings, equipment testing, etc.). In order to make this outdoor festival internationally recognizable, the Consultant shall cooperate with specialized outdoor organizers, agencies and experts at the national level and put additional efforts in online promotion in order to reach international visibility.
Key components and activities for implementation 1.        Define suitable event location 2.      Define financing model and raise funds (sponsorships, participation fees, etc.) 3.      Define festival programme (competitions, recreational activities, etc.) 4.      Trace and mark selected hiking, running and cycling paths 5.       Timely promote the festival through niche online and offline channels 6.      Economic impact study – report on the quantitative and qualitative effects of the event on the destination
Market segments –          Dependent young people –          Independent young people –          Just married w/o children –          Young couples with children –          Adult couples w & w/o children	Source markets Primary: –          Domestic –          Regional Secondary: –          DACH region –          Benelux region
Examples Soča outdoor festival https://soca-outdoor.com/ Zadar Outdoor Festival https://zadaroutdoor.com/

 

5.    BEST OF ALBANIA TASTE Best of Albania Taste its an annual culinary festival showcasing Albania’s best produce and cuisine, including wine, honey, olives, and traditional dishes. The festival will feature food stalls, live cooking demonstrations, and workshops, bringing together local chefs, farmers, and artisanal producers. Best of Albania Taste implies organization of smaller scale gastro events, i.e. upgrade of the existing ones, where local gastronomy stakeholders will be able to showcase local cuisine and present their offer. The events can be held throughout the year and adjusted to seasonal demand and held accordingly more often (e.g. during summer months). Events will be organized in the city centre or nature spots, in one permanent location and have different themes according to the season (e.g. wine harvesting, olive harvesting, citrus fruit season, pumpkin season, etc.) or themed via products (mussel fest, fishing nights, olive oil event, sweets, etc.). The idea is to present the best gastronomy stakeholders from the destinations in the region which will have the opportunity to improve the visibility of their own offer and enhance the gastronomic experience of the destination. In order to add value to the event, additional entertainment activities can be planned such as competitions of different restaurants in the preparation of specific dishes, music programme, etc.
Key components and activities for implementation 1.        Define event concept, business model, opening days and hours 2.      Detect adequate locations for the event 3.      Identify high quality producers, cheds and invite them to join this initiative 4.      Promote the event through online and offline channels 5.       Economic impact study – report on the quantitative and qualitative effects of the event on the destination
Market segments –          Independent young people –          Just married w/o children –          Adult couples w & w/o children –          Adult couples w/o children –          Non-active adult couples	Source markets Primary: –          Domestic –          Regional Secondary: –          DACH region
Examples Tunalicious Street Food Festival https://www.tunaliciousporec.com/ Open kitchen http://www.odprtakuhna.si/en/ Grape festival in Italy http://www.sagradelluvamarino.it/ Mercatino del Gusto  https://www.mercatinodelgusto.it/

 

6.    GJIROKASTRA CASTLE HISTORY FESTIVAL / WALKING WITH HISTORY Continue the tradition with the second edition of Gjirokastra walking with History Festival. A 3-day event organized in Gjirokastra castle during pre or post season aimed to revive destinations’ history through various performances and shows. Festival programme will display different periods of Gjirokastra rich history based on previously collected information on historical events, stories and legends, revitalizing at the same time the Castle area. Festival can be themed (Ottoman history, modern history, etc.) and each year dedicated to different history period and different historical figure which will be the main festival character (e.g. Ali Pasha of Tepelene, King Zog, etc.). The festival programme will include activities such as knight duels, tournaments, horseback riding performances, historical songs and dances, etc. The festival will host a marketplace where leather craft, armour, jewellery, fabrics and historic clothing will be presented and sold to the visitors. The marketplace will be the central gathering place of the festival, additionally offering F&B options, resting areas, etc. In addition, festival will be complemented with entertainment activities for all age groups, including music shows (e.g. traditional isopoliphony folk music), history-related performances (recitations, theatre plays, etc.) and activities for children (rides, animation programmes, etc.). In order to raise attractiveness and ensure high level of production quality, it is recommended to engage specialized event agencies in various parts of event organization but also national and international associations for preservation of traditions and history (knights’ clubs, folklore associations, etc.).
Key components and activities for implementation –          Define festival concept and business plan –          Establish relationship with local and regional historical preservation societies and enthusiasts –          Define financing model (sponsorships, participation fees, etc.) –          Define festival programme –          Ensure high quality event production –          Promote the festival through online and offline channels –          Economic impact study – report on the quantitative and qualitative effects of the event on the destination
Market segments –          Young couples with children –          Adult couples w & w/o children –          Independent young people –          Just married w/o children –          Non-active adult couples –          Active and adults –          Dependent young people	Source markets Primary: –          Domestic, Regional Secondary: –          DACH region, Italy, France, Spain, UK, North America, Far East
Examples Kaltenberger Knights Tournament: https://www.ritterturnier.de/en/ Medieval Week on Gotland: http://medeltidsveckan.se/en/ Jorvik Viking Festival: https://www.jorvikvikingfestival.co.uk/

 

7.     WINE & STORIES OF BERAT The Berat Wine Festival is an established annual celebration of Berat’s wine heritage, featuring tastings, live music, storytelling, and regional food specialties. Supported by the PIUTD program before, this fourth edition, scheduled for October 2025, will build on the success of previous years, striving to elevate the festival’s profile and ensure long-term sustainability. The event’s concept—Wine & Stories of Berat—focuses on an immersive experience that highlights local wine varieties, cultural performances, and the historic charm of Berat.
Key components and activities for implementation 1.        Refined Festival Design: Enhance layout and staging to support growing attendance, with dedicated areas for wine tasting, artisanal markets, and storytelling sessions. 2.      Expanded Marketing and Promotion: Strengthen promotional efforts through regional and international campaigns targeting wine tourists and cultural travelers, showcasing Berat’s charm and unique local products. 3.      Exclusive Masterclass and Tastings: Introduce curated wine masterclasses led by renowned sommeliers, alongside exclusive tasting events at Berat Castle for an elevated experience. 4.      Sponsorship and Sustainability Initiatives: Build on existing support by introducing symbolic participation fees and enhanced sponsorship packages, aiming to fund future editions sustainably. 5.       Logistics and Operational Planning: Improve visitor experience with enhanced signage, transportation support, and waste management systems to accommodate and engage a larger audience effectively.
Market segments –          Wine enthusiasts and connoisseurs –          Cultural and culinary tourists –          Couples and adult travelers	Source markets Primary: –          Domestic –          Regional –          Italy –          France –          Germany
Examples Grape Festival in Italy: http://www.sagradelluvamarino.it/

 

8.    SOLAR MUSIC FESTIVAL – Third Edition After two successful editions supported by the PIUTD program, continue the tradition and improve the SOLAR Music Festival in Saranda, with the aim of making it a sustainable event and well recognized internationally. The Festival should leverage on natural attractiveness of Ionian coast and attract the market segment of younger visitors, i.e. party-goers during summer months. The festival needs to be dislocated from the center of Saranda in order to maintain the quality of experience for other visitors and targeted market segments (especially families). The festival will have one main event venue and additional programs scattered in various parts of the municipality and surroundings (various beaches) For a successful realization, it is necessary to establish partnership with one of the already established international franchisees of music festivals, which will recognize its interest in the organization of the festival on the undiscovered and of the beaten path location. Due to the limited space on most locations, it is also recommended to organize party ships which will also be used as a mean of transport for the participants. Professional event organizers will ensure event success through professional organization and better marketing. PIUTD doesn’t have to provide the whole event budget, but the event should rather be supported by public sector (municipality, ministries, etc.) and big private sponsorships.
Key components and activities for implementation –          Continue the tradition with the same concept and by improving it –          Conduct the best practice analysis of similar projects in Europe –          Set the date of the festival in summer season and avoid overlapping with other similar festivals –          Define the main event venue and other locations of the festival –          Conduct promotional activities on international and regional level –          Organize the event –          Analyze the success of the event according to previously set key performance indicators –          Economic impact study – report on the quantitative and qualitative effects of the event on the destination
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Examples AMP Lost and Found Festival: https://lostandfoundfestival.com/2019.php Boardmasters Festival: https://www.boardmasters.com/

 

9.    THE LAST ADVENTURE OF EUROPE The Last Adventure of Europe is a premier multi-day festival that showcases the outdoor adventure potential of Përmet, set against the breathtaking landscapes of the Vjosa River and Bredhi i Hotovës–Dangelli National Park. Supported by the PIUTD program, the festival’s first edition laid the foundation for Përmet as an emerging destination for adventure tourism. Building on this success, the upcoming second edition, scheduled for late June, aims to establish the festival as a sustainable annual tradition that will attract both recreational and professional adventure enthusiasts.   This year’s event will expand on water-based sports such as rafting and canyoning, land activities like mountain biking and trail running, and introduce air-based perspectives, all designed to enhance the festival’s appeal to both thrill-seekers and eco-conscious travelers. The festival’s base camp will serve as a cultural hub, offering locally sourced foods, artisan crafts, and traditional music, ensuring an authentic Albanian experience for visitors.
Key components and activities for implementation  Expanded Adventure Program: A variety of guided activities along the Vjosa River and mountain trails, featuring beginner-friendly options and expert-level challenges to broaden participation.  Strengthened Marketing and Promotion: A targeted campaign highlighting Përmet as “The Last Adventure of Europe,” using partnerships and influencer outreach to elevate its status within international adventure travel circles.  Partnerships with Outdoor Organizations and Local Stakeholders: Collaborate with adventure sports agencies and local businesses to support activities, logistics, and promotional efforts.  Enhanced Infrastructure and Sustainable Practices: Improved camping facilities and sustainable infrastructure, including eco-friendly waste management and transport services, to handle growing attendance while preserving the natural environment.  Economic and Environmental Impact Study: Assess the festival’s contributions to Përmet’s economy and natural preservation, creating a roadmap to transition the event into a financially self-sustaining annual highlight.
Market segments –          Adventure and eco-tourism travelers –          Young, independent travelers –          Families and groups seeking immersive outdoor experiences	Source markets Primary: –          Domestic –          Regional Secondary: –          DACH region –          Benelux region –          France –          Germany –          Austria
Examples Soča outdoor festival https://soca-outdoor.com/ Zadar Outdoor Festival https://zadaroutdoor.com/