The Potential for Sustainable Tourism Development and Branding. Analysis of Krushevo and Elbasan Destinations

UNWTO forecasted that international arrivals or outbound trav­elers worldwide will reach up to 1.8 billion by 2030, thus securing tourism as one of the fastest-growing economic activities fostering overall develop­ment, introducing new investments, and generating income and new em­ployment. Tourism’s overall impact on a nation also influences the local economy although it is quite challenging to measure this impact and its di­mension. Over the last few years, tourism in Albania and North Macedonia has had ups and downs considering the Covid-19 pandemic situation which also determined the importance of sustainable tourism development and its influence in the tourism sector. The study provides a framework analysis of Krushevo and Elbasan as a single thematic tourism destination by using primary and secondary data and reveals evidence-based recommendations for local and national policymakers to design innovative tourism programs in these cities. The findings show that Krushevo and Elbasan have similari­ties mostly in the category of access points, attractions, and amenities and variations in the type and quality of the activities offered.