Marketing of the Territory of Tirana City, Albania: Strategies for Economic Development and Tourism Promotion
Marketing of the Territory of Tirana City, Albania: Strategies for Economic Development and Tourism Promotion

Author(s): Azeta Tartaraj, Brunela Trebicka
Subject(s): Economic policy, Tourism
Published by: Udruženje ekonomista i menadžera Balkana
Keywords: Marketing; Territory; Tirana City; Economic development; Tourism promotion
Summary/Abstract: This study examines the role of territorial marketing in enhancing economic growth and tourism in Tirana City, Albania. Employing a mixed-methods approach, including stakeholder interviews and tourism data analysis, the research highlights the significant impact of effective marketing strategies tailored to Tirana's unique attractions. These strategies not only attract tourists but also stimulate local economic activities. The study underscores the importance of public-private partnerships and digital marketing in boosting territorial marketing efforts. However, its focus on Tirana limits the findings' applicability to other areas, and the reliance on existing tourism statistics may not fully reflect all marketing activities. Future research could delve into the long-term impacts of marketing initiatives and tourist preferences. Ultimately, strategic marketing of Tirana’s territory could make it a more appealing destination, offering valuable insights for policymakers and tourism professionals aiming for sustainable development and tourism growth.

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