Branding & Marketing

(Match: One of the goals identified in the action plan for tourism development is to develop a brand strategy and promote North Macedonia).

• Support the promotion of North Maceedonia through the organization of a Google Masterclass on improving the promotion of destinations through Google & use of Google analytics.
• UNWTO.Academy: Organization of dedicated trainings on efficient promotion and marketing of destinations for destinations officials / Assist destinations on the development of marketing & promotion strategy of destinations.
• Promotion of the most successful stories in tourism of North Macedonia through the UNWTO’s platforms.

Develop a Diversified Offer

(Match:Development of an offer for certain Special Interest niches and diversified offer in general.)

• Segments of interest: Support North Macedonia in the enhancement of its tourism segments of interest through capacity building activities and exchange of best practices with other destinations. 
• Provide support and technical assistance if requested in the development of separate types of tourism (for example, cultural. gastronomic, etc.).

Rural & Cultural tourism

(Match:North Macedonia has the potential for many types of tourism, but the greatest interest is for the cultural, religious, active and rural tourism).

• Explore the possibility to organize joint-initiatives, in particular on a regional scale
• Segments of interest: Support North Macedonia in the enhancement of its tourism segments of interest through capacity building activities and exchange of best practices with other destinations.
• UNWTO Rural Tourism Development Programme - Best Tourism Villages of the World: International Label; Tourism Villages Upgrade Programme; Best Tourism Villages Network
  • North Macedonia submitted only one application for the pilot year 2021
  • North Macedonia did not submit any application for the 2022

Attraction of foreign investment

(Match:The country is in need of investments to provide tourist with quality accommodation services and other tourism related services)

• Explore the possibility to provide support through the IDT programme, and the organization of investment forum with the support of UNWTO in North Macedonia.
• UNWTO can assist North Macedonia in developing master plans for separate regions of the country.
• UNWTO & fDi intelligence from the Financial Times - UNWTO Members can have a limited access to world-class digital investment platforms at no cost

Sustainable tourism development and enhancement of key tourism segments

(Match: North Macedonia is putting strong emphasis on the development of key segments, through the development of innovative tourism products. Principal segments, considering the assets of the country, are: cultural tourism (Regions nearby archeological sites), nature tourism (National wildlife, parks), rural tourism (Villages with important cultural and historical heritages)
Segments of interest: Support North Macedonia in the enhancement of its tourism segments of interest through capacity building activities (Tourism Plan, tourism promotion, tourism product development) or support in the development of research activities (TMIC, TECO)

• One Planet Sustainable Tourism Programme
  • Global Tourism Plastic Initative
  • Glasgow Declaration on Climate Action in Tourism
  • COVID-19 responsible Tourism Recovery
• Further development of the Global Tourism Plastics initiative (led by UNWTO, UN Environment and the government of France in collaboration with Ellen MacArthur Foundation). More info: Signatory of the International Tourism Plastic Pledge (2019). The signatories recognize the urgency and the need to work together to reduce plastic pollution. Together they represent around 180,000 employees and 50 million holidaymakers. In the coming months, a plan will be developed to reduce the use of plastics and to prevent plastic pollution at destinations. This will be a collaboration with UNWTO, UN Environment and the Ellen MacArthur Foundation. MVO Nederland (CSR Netherlands) is the initiator

Action Plan

Objectives:

• Increase the amount of available marketing budget for the Agency for Promotion and Support of Tourism
• Develop a Brand Strategy for Macedonia
• Develop new flagship projects for Macedonian tourism
• Set up a Tourism Development Fund
• Reorganize the organizational structures for tourism on a national level
• Set up regional Destination Management Organizations (DMOs)
• Set up a Hotel Development Fund

Supporting Actions:

• Ensure cheap direct flight connections to Skopje and Ohrid
• Investment in necessary general infrastructure supporting tourism development in Macedonia
• Organize in-house trainings and study trips for the employees of the Tourism Department and the Agency for Promotion and Support of Tourism
• Regular press-releases and press conferences to improve the tourism awareness of the local population
• Develop national tourism routes
• Organize an annual tourism conference for knowhow transfer

Source:  economy.gov.mk