The Working Group for the Development and Promotion of Tourism of the Prefecture of Ioannina proposes the launch of an aggressive marketing campaign in Southern Albania and Tirana. Through a letter sent to the Department of Tourism of the Epirus Region, the Department of Tourism of the Municipality of Ioannina and the Chamber of Commerce of Ioannina, the group emphasizes the importance of the Albanian market in the economy of the city and the Prefecture and requests the creation of a targeted digital advertising campaign.
According to the letter, visitors from Albania (both emigrants and Albanian citizens) constitute the second largest tourist force for Epirus after domestic tourism, with their visits exceeding 200 thousand each year, while generating an annual turnover of over 40 million euros.
It should also be noted that the average daily expenditure reaches 173 euros and the expenditure per night 115 euros, which makes Albanian tourists the highest spenders compared to tourists from other countries visiting Epirus.
Official data reported by Greek institutions note that the annual transit of visitors from Albania reaches 2-3 million people with 700 thousand to 1 million vehicles crossing the Kakavija border station annually.
“A significant percentage of the above data relates to the prefecture of Ioannina, where the financial contribution of visitors from Albania to the city and prefecture is undeniable, supporting hotels, restaurants and cafes, supermarkets, garages, clothing and shoe stores, recreational areas, medical services, etc.,” the working group’s letter states.
Stable market
As the letter points out, this is a stable and non-random market, with thousands of visitors traveling for business trips, visits to relatives and friends, trips to process documents, recreation and shopping, medical visits to the city’s two main hospitals, as well as to private doctors and medical centers.
In addition, trade ties are also close, as many businesses have entered into – and continue to enter into – mutually beneficial partnerships for years.
On the other hand, according to the letter, the region’s promotion efforts towards Albania are limited, while a systematic and targeted digital promotion of the city and Prefecture of Ioannina in Southern Albania and in Tirana would strengthen tourist flows and the economic footprint of visitors, increasing turnover in multiple sectors simultaneously.
As reported, through modern digital tools (such as targeted social media campaigns, production of bilingual content in Greek and Albanian, collaborations with local media, and use of digital tourism platforms) Ioannina can increase its recognition as a high-quality destination.
Furthermore, it is emphasized that with the completion of the Ioannina-Kakavija trans-European axis, travel to and from the neighboring country will become faster and more comfortable, which is expected to increase flows not only from Albania, but also from other Balkan and European countries.
The letter concludes by emphasizing that it is necessary to strengthen the digital visibility of the city and Prefecture of Ioannina in Southern Albania and in Tirana through a joint and targeted online campaign, while the Working Group offers to contribute with its expertise and contacts.