Project funded by the
European Union
CONSOLIDATED REPORT ON
CURRENT STATUS OF RURAL AND
AGROTOURISM SECTOR IN GREECE,
BULGARIA, MOLDOVA, ARMENIA,
GEORGIA AND UKRAINE
January 2014
Project funded by the
European Union
Table of Contents
ABSTRACT ................................................................................................................................................ 4
INTRODUCTION ....................................................................................................................................... 4
MATERIAL AND METHODS ...................................................................................................................... 5
RESULTS ................................................................................................................................................... 6
The concept of rural and agrotourism........................................................................................ 6
Rural regions in project area ..................................................................................................... 8
CHARACTERISTICS OF THE CURRENT DEVELOPMENT OF RURAL TOURISM IN GREECE, BULGARIA,
MOLDOVA, ARMENIA, GEORGIA AND UKRAINE ..................................................................................... 8
1.MOLDOVA ............................................................................................................................. 8
1.1 Reflection on governmental and civic society initiatives to support rural tourism .................. 9
1.2 Existence or inexistence of standards in agrotourism in Republic of Moldova ...................... 13
1.3 Survey of the stakeholders - findings and results.................................................................. 13
1.4 SWOT analysis (Strengths, Weaknesses, Opportunities, Threats) ......................................... 16
2. ARMENIA ............................................................................................................................ 18
2. 1. Tourism development trends in Armenia ............................................................................. 18
2.2. Private tourism sector ............................................................................................................ 20
2.3 Legislation , regulations .......................................................................................................... 20
2.4 Rural Tourism Resources ....................................................................................................... 21
2.5 Eco/agro-tourism in current national tourism policies and plans ......................................... 23
2.6 Recent Projects on Tourism as a tool for community and rural development in Armenia . 24
2.7 Existence of standards in rural/agro-tourism sector in Armenia ........................................... 26
2.8 Level of services in rural tourism - Survey of Entrepreneurs ................................................ 27
2.9 SWOT Analysis of development of Agrotourism in Armenia.................................................. 31
3. BULGARIA ........................................................................................................................... 32
3.1 Characteristics of the current development of rural tourism in Bulgaria ............................... 32
3.2. Factors determining the significance of rural and agrotourism in Bulgaria ........................... 34
3.3. Participants in the formation and implementation of agrotourism product ......................... 35
3.4. Advantages of rural tourism in Bulgaria ................................................................................. 40
3.5. Disadvantages of rural tourism in Bulgaria: ........................................................................... 40
3.6. Existence of official and unofficial standards in rural and agrotourism sector in Bulgaria .... 41
3.7. Prerequisites for the development and expansion of the market share of rural tourism ..... 42
3.8. Accommodation base categories ........................................................................................... 43
3.9. Problems in rural tourism ....................................................................................................... 44
3.10. Laws and regulations ............................................................................................................ 45
3.11. National and regional strategic planning documents: ......................................................... 45
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3.12 SWOT analysis of rural tourism sector in Bulgaria ................................................................ 46
4. UKRAINE ............................................................................................................................. 47
4.1 The actual state of agro-tourism in Ukraine............................................................................ 49
4.2 Legislative regulation............................................................................................................... 62
4.3 Formal and informal standards for green tourism. ................................................................. 63
4.4 SWOT analysis of rural green tourism. .................................................................................... 69
4.5 The analysis of questionnaire .................................................................................................. 72
5. GEORGIA ............................................................................................................................ 78
5.1 General Information about Economic Situation in the Country ............................................. 78
5.2 Historical Background.............................................................................................................. 79
5.3 Information about Agritourism in Georgia .............................................................................. 80
5.4 The actual state of agro-tourism in Georgia ........................................................................... 82
5.4 Legislative regulation............................................................................................................... 89
5.5 Certification agencies for international standards .................................................................. 91
5.6 Formal and informal standards for agrotourism ..................................................................... 91
5.7 SWOT analysis of rural green tourism. .................................................................................... 92
5.8 The analysis of questionnaire .................................................................................................. 94
6. GREECE ............................................................................................................................... 95
1. INTRODUCTION ......................................................................................................................... 95
2. METHODOLOGY ......................................................................................................................... 97
2.1
GENERAL ............................................................................................................................ 97
2.2
QUESTIONNAIRE FOR ACCOMMODATION ENTREPRENEURS ........................................... 97
2.3
QUESTIONNAIRE FOR ENTREPRENEURS OF OTHER SECTORS (OUTSIDE
ACCOMMODATION) ...................................................................................................................... 98
2.4
QUESTIONNAIRE FOR VISITORS / TOURISTS ..................................................................... 99
3. QUESTIONNAIRE RESULTS FOR ACCOMMODATION ENTREPRENEURS .................................. 101
3.1
PROFILE OF THE ACCOMMODATION............................................................................... 101
3.2
HUMAN RESOURCES........................................................................................................ 103
3.3
PROMOTION AND INFORMATION ................................................................................... 106
3.4
QUALITY RELATED ISSUES................................................................................................ 108
3.5
ADDITIONAL SERVICES PROVIDED ................................................................................... 109
3.6
OBJECTIVES AND PROBLEMS OF THE BUSINESSES .......................................................... 111
4. RESULTS OF THE QUESTIONNAIRE OF ENTREPRENEURS OUTISIDE THE ACCOMMODATION
SECTOR ........................................................................................................................................ 112
4.1
GENERAL .......................................................................................................................... 112
4.2
ESTIMATED LEVEL OF SATISFACTION PER TYPE OF SERVICES ......................................... 113
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5. RESULTS OF THE QUESTIONNAIRE FOR VISITORS - TOURISTS ................................................ 119
6. SWOT ANALYSIS....................................................................................................................... 121
6.1
STRENGTHS ...................................................................................................................... 121
6.2
WEAKNESSES ................................................................................................................... 121
6.3
OPPORTUNITIES............................................................................................................... 122
6.4
THREATS .......................................................................................................................... 122
ABSTRACT
The following consolidated report is created in connection with Activity 1.2 of the
project “Quality Certification System in Agrotourism - CerTour” in the framework of the
Joint Operational programme “Black Sea Basin 2007-2013”.
It consists of Abstract, Introduction and 6 sections, each of which contains the results
from the studies of the current status of agrotourism sectors, conducted by the partners of
project CerTour in their countries. Each report contains the main characteristics of the
corresponding agrotourism sector, a profile of the agro/rural tourism enterprise and
entrepreneur and a SWOT analysis of the sector, which is helpful for the assessment of the
whole picture of agrotourism sector in the project area and for the development of the Gap
analysis needed for the design of the Common Standard Framework.
INTRODUCTION
The concept of agrotourism combines two main sectors of the economy – tourism and
agriculture. Therefore, it can be considered as a business supplementing agriculture and as a
form of recreation in rural houses and private farms.
In Greece, in the Applicant's area, agrotourism has started to be developing in the last
10-15 years, mainly due to the European grants under the LEADER initiative or similar
programmes. In the region, there are about 40 lodges and other 120 enterprises providing
agrotorism services in general (accommodation, restaurants, car rentals, recreation etc). The
majority of the customers come from the neighbouring regions and the staying time varies
from weekends to one week.
Agrotourism in Bulgaria is presented by the cottages on the Bulgarian Black Sea resorts,
and villas at the foot of several mountain peaks. The number of lodges throughout the country
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is over 150 and in the partner's area is about 50, while the total number of businesses
providing agrotourism services in general is about 100.
In Armenia, agrotourism was stressed as a separate direction in the tourism industry in
the end of 70's and, currently, it has become one of the most important segments of the
modern tourism industry. In the "Armenia Competitiveness Assessment" made for the
Armenian government in 2004, is mentioned that "there are also resources in Armenia that are
assets for developing niche market tourism: agri-tourism is a possibility, along with soft
adventure and cultural discovery tours that might be focused around festivals or cultural
attractions that serve as highlights of the product but not as the basis for the product", but also
that there is "no quality rating system (classification of tour operators, guides, and hotels);new
tourism law will partially address this". So far it is estimated that about 100-120
accommodations can be characterized as agrotourism businesses while over of 300 enterprises
provide relative services
In Georgia the agrotourism has started to be developing recently, giving rural
population the opportunity to get involved in tourism industry, receive alternative income,
creates new jobs. Nevertheless the agrotourism infrastructure, related to the other countries, is
still poor and the enterprises providing agrotourism services in general are about 50-60.
Travel and tourism in Moldova is underdeveloped. The quality of the infrastructure and
services is low. The country’s roads are in a poor state and need improvement. In addition, the
prices for tourism services in Moldova are too high, and as a result are not competitive when
compared with those of other neighbouring countries. The sector of agrotourism is focused
mainly in wine routes and, at present, there are some 50 wine tasting halls situated within the
wineries in suburban areas and in small towns
In Ukraine, the rural tourism has started to be developing at the end of the 20th century
in the Carpathian Mountains and today, the country is experiencing a mini boom of
agricultural tourism. Many villages are suitable for agrotourism and many have already begun
the conversion to agro recreational villages. The main reason for this is that lower income
families prefer vacations in rural areas where they can find ecological products, inexpensive
housing and become re-acquainted with old customs. In the Ukrainan partner's are area is very
difficult to count the firms that provide agrotourism services. According to an initial
estimation there are about 150-200 accommodations and 300 general services providers.
MATERIAL AND METHODS
In Armenia the present study has been conducted in the capital city of Yerevan and in
all 10 regions (marzes) of Armenia: Shirak, Armavir, Lori, Ararat, Kotayk, Gegharkunik,
Syunik, Aragatsotn, Tavush and Vayots Dzor.
In Moldova the four research areas were: South of Moldova, districts Cahul and
Comrat; North of Moldova, districts Edinet and Soroca; Central-West part of Moldova,
districts Calarasi and Hincesti and Central-East part of Moldova, districts Orhei and Rezina.
Altogether, about 80 persons representing different organizations, institutions and private
companies were interweaved and carried out discussions.
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In Ukraine the development of rural tourism in the Carpatians, Crimea, Kherson and
Zaporizhzhya regions was separately analyzed.
In Bulgaria the four research areas were: South-Central Bulgaria, districts Smolyan and
Kardjali in the Rhodope area; North-Central Bulgaria, districts Veliko Tarnovo and Gabrovo;
North-Eastern Zone, district Varna; South-Eastern Zone, districts Stara Zagora and Bourgas.
Questionnaire was the primary research tool. Apart from the questionnaire other data
collection methods were used as well: telephone interviews, direct interviews, talking with
people and organisations, comprehensive literature research, including a review of relevant
publications in the field of commerce, newspapers, magazines, annual reports, company
literature, online databases and any other published material; email survey. In the research
areas different kind of organizations, and enterprises were questioned: institutions, local
authorities and communities (municipalities in villages), transportation, accommodation and
catering companies, entrepreneurs and members of the staff of tourism enterprises,
intermediaries: tourist operators, tourist agencies, tourist information centers, tourist guides.
RESULTS
The concept of rural and agrotourism
To identify the term " agrotourism ", it is necessary to take into account the view of
authors from different disciplines over the past few decades. Among the various points of
view stands the general opinion for a direct link between rural tourism, ecotourism and
agrotourism. In accordance with the interpretation of the EU " Rural tourism has a broad
sense and refers to any type of tourism activity in a rural environment, including tourism in
farming estates and agrotourism ".
This definition shows that agrotourism is a subcategory of rural tourism offered at the
farm. In Anglo-American literature the term " farm tourism" is used. Here are some of the
definitions of agrotourism of various authors :
Holyland: Agrotourism provides temporary lodge and/or indirect opportunities for
recreation (refreshment) into a working farm.
Frater: Tourism enterprises that are built on working farms in addition to the existing
farming activities.
Murphy: Working farms that complement their core function with some form of
tourism.
Pearce: Farm tourism represents a further ownership of farm estate and an active
participation of farmers in a tourism risk-taking.
Denmann-Denmaun: Actively providing facilities for tourists in a working farm.
Agnoli: Activity using rural goods, lifestyle and culture of rural communities.
Cals-Capella-Vaqui: Tourism activities relating to agriculture.
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Agritourism in the interpretation of Ukrainian scholars and practitioners is often
understood as holidays in «ahrooseli» (homes in rural areas). Today, as it has already been
noted, there is no clear definition between the terms «rural», «agricultural», «farm», «eco».
Agritourism, Rural Tourism – tourism in rural areas: in rural areas, on farms, in convenient
peasant homes («ahrooseli»).
According to the Governmental Decision no. 352- XVI of 24.11.2006, rural tourism in
Moldova is defined as: ”form of tourism organized in rural area and oriented to use of local
touristic resources (natural, cultural, etc.), discovering of rural area and specific to it
activities, habits and traditions of households and farmers, etc.”
In Bulgaria an official definition of agrotourism does not exist. One of the definitions
that has been adopted is: “Rural tourism, including the participation of visitors in the
production, processing and consumption of agricultural products”.
The variety of definitions of agrotourism, ecotourism, or also called green tourism and
rural tourism, make it difficult to differentiate them. Therefore, this report will use the term
“rural tourism”, taking into account that it incorporates the concept of agrotourism.
Tourism in rural areas is an economic alternative for many rural regions all over
Europe. It is a real opportunity for alternative income for farmers, given the challenges of the
environment in which they are located. Tourism in rural areas is considered an important
segment of tourism in Europe (second in importance as a motivation for travel), it is
considered that due to its multiplier effect the annual income reaches 65 billion euros.
The concept of agrotourism combines two main sectors of the economy – tourism and
agriculture. Therefore, it can be considered as a business supplementing agriculture and as a
form of recreation in rural houses and private farms.
In both cases, leading is the economic interest - it helps to increase income and
stimulates the development of the region.
Agrotourism has the unique ability to integrate the natural resources of a region, its
agricultural livelihood, traditional crafts and cultural attractions in collective tourism product.
The added value is that it allows the tourist to get in contact with the local folklore and
customs of rural communities.
Tourists are increasingly willing to taste rural life, to meet and communicate with local
people. Rural tourism encompasses all tourism activities carried out in the country. Tourists
expect to take part in the daily life of the household: to pick fruits and vegetables, to prepare
traditional dishes, to take part in the customs and events of the area, to be trained in local
crafts, folklore and agricultural traditions. These activities are usually accompanied by hiking,
mountain biking, horseback riding, visiting monasteries, museums, archaeological and other
sights.
Rural and agrotourism as a recreation in the countryside are not just fashion, but a
necessity, given the environmental pollution, the dynamics and intensity of life in cities,
which naturally lead people to search for tranquility and relaxation in a clean environment and
secluded places. This type of tourism is a characteristic of highly urbanized and developed
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countries because of the desire to return to nature. In many countries it is stimulated at
national level and is considered a good alternative of the mass tourism, which is entirely
economically oriented and largely ignores the environmental, social and moral values.
In almost all visits to villages for the purpose of tourism tourists travel with family or
friends. They can choose between accommodation in small cottages or farms, rural inns,
family hotels, guest houses, etc. The location of the site is of great significance - whether it is
in an area with a preserved environment, close to water areas, close to a natural phenomenon
and ecological paths, in the mountain or in a cultural and architectural reserves.
The development of rural tourism requires diversity of tourism resources: natural
resources (special geographical characteristics, climate, flora and fauna, landmarks, etc.);
historical heritage (architectural and archaeological monuments, churches and monasteries);
cultural heritage ( folklore and ethnographic heritage , traditional arts and crafts, traditional
festivals and customs, traditional food and more; local country life (stock-breeding and
agricultural practices, local food and drinks, etc.).
Analysing and summarizing what has been said so far, rural tourism can be defined as
"tourism in rural regions, which satisfies interests of the tourists for traditions, customs,
culture, agriculture and other specific activities as well as for natural, historical and cultural
resources of a region”.
Rural regions in project area
There are common characteristics of rural regions in Greece, Bulgaria, Moldova,
Armenia, Georgia and Ukraine. The density of population is lower than the average for the
country. The natural population growth in rural areas is negative. The migration from rural to
urban areas is a contributing factor to the negative growth of the population. The proportion
of people in working age is lower than in urban areas. The educational level of the population
in rural areas is lower compared to this in urban zones. There is a significant imbalance in
socio-economic development between rural and urban zones as well.
CHARACTERISTICS OF THE CURRENT DEVELOPMENT OF RURAL
TOURISM IN GREECE, BULGARIA, MOLDOVA, ARMENIA, GEORGIA AND
UKRAINE
1.MOLDOVA
According to the Governmental Decision no. 352- XVI of 24.11.2006, rural tourism in
Moldova is defined as: ”form of tourism organized in rural area and oriented to use of local
touristic resources (natural, cultural, etc.), discovering of rural area and specific to it
activities, habits and traditions of households and farmers, etc.”
Another Governmental Decision - no. 643 of 27.05.2003 that establishes the
methodological rules and the criteria for the classification of touristic structures for the
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accommodation and dinning services, give following information related to agrotourism:
“The categories for classification of touristic pensions are: 4, 3, 2, 1 stars;
Agrotouristic pension – is a structure for touristic host, situated in a rural community,
with the purpose to ensure accommodation for tourist, with a capacity between 3 – 20 rooms,
functioning in private houses or in independent buildings that ensure partially the tourist
feeding with products from own household.
The categories for classification of agrotouristic pensions are 3, 2, 1 stars.”
The new Strategy “Tourism 2020” gives a categorization of all forms of tourism
recognized in Moldova as following:
Active forms of tourism: Wine tourism, Business tourism, rural tourism, spa tourism,
religious tourism, trips’ tourism.
In Republic of Moldova the rural tourism is based on tourists that benefit of following
services:
Accommodation in agro pensions;
Feeding with pure ecological products grown and cooked in the region;
Recreation;
Participation (depending on season) at agricultural activities and community life.
The tourist may stay in the village in order to explore the surroundings. As Moldova has
large agricultural surfaces and many villages, the country has a big potential for the
development of this form of tourism. The participation at handcraft activities could be one of
the motivations to visit rural area in Moldova. “The rural tourism can directly contributes to
the local and regional development” as set in the Strategy for tourism development “Tourism
2020”.
Types of tourism that need to be impelled: Cultural tourism, gastronomic tourism, social
tourism, sport tourism, motor-car tourism, week-end tourism, urban tourism, nostalgic
tourism, ecological tourism.
Perspective types of tourism: Academic tourism, transit tourism, naval tourism,
medical/health tourism, external tourism.
1.1 Reflection on governmental and civic society initiatives to support rural
tourism
According to an express analysis recently made by Association for Tourism
Development referring the strategy “Tourism 2020” for the development of tourism in
Moldova elaborated by state institutions, several problems influence the diversification of
non-agricultural activities through rural tourism in Moldova. The organization is very critical
when speaking about the big and not respected commitments of the Ministry of Agriculture
and Food Industry in the strategic policies where has a key position for the development of
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rural tourism, diversification of non-agricultural activities and creation of new opportunities
for the economic development, employment in rural area. This Ministry has a role position in
the implementation of several policy papers (as SDARM 2020, National Program “Moldavian
village”, National Program “The Wine Road”) for the support of rural tourism and
coordination of common actions with other state and nongovernmental actors. It was planned
to create 865 economic entities only in the National Program “Moldavian village” and thus to
stimulate rural tourism (in that sense to create new 258 touristic structures for accommodation
in rural area). Current Strategy for Agriculture and Rural Development of Republic of
Moldova 2014 – 2020 (SDARM 2020) includes under priority no 3: Improvement of life level
in rural areas and specifically target no. 3.2: Creation of employment opportunities in nonagricultural area and increase of incomes in rural area through (activity no.3.2.1) “Support for
creation and development of agrotouristic services”. This actions should be implemented
within 7 years by attraction and valuation of external founds only – 141, 5 ml. MDL and
creation of 354 touristic units. So, according to analyze made by Association for Tourism
Development, this new purposes are more realistic but by the other hand there is no
connection and continuity with the preview commitments, there is no territorial distribution of
aggregation in some regional roots.
Also, the special Commission created under the Governmental Decision no. 979 of
12.08.2008 concerning the boosting of tourism development in rural area - resulted in
organization of 3 workshops and no working plan or relevant for SDARM 2020 actions was
adopted so far. So, as a result the Ministry of Agriculture and Food Industry has totally
ignored the preview declared commitments and determined disappointment of other actors
interested to promote rural tourism in Moldova.
By the moment civic organizations consider that rural tourism actions are delegated to
structures that have no attribution to it. Also, development of rural destinations needs an
adequate regulation framework, relevant human resource, arrangement of touristic attractions
and a good promotion. Unfortunately, some institutions subordinated to governmental
structures and targeted to develop rural tourism within the national programs (as. Moldavian
village and Wine road) had no capacities to follow the problem and needs and ho
administrative resources to promptly influence the improvement of rural tourism.
One concrete example is possibility of “small accommodation of up to 7 places” that
declined because of interdiction of special patent for entrepreneurship, and determined the
migration to “black services”, and national statistic ignores them as units for collective
accommodation. So, this is why during 2000 – 2012 in all country we have only 19 touristic
pensions.
The new project of the strategy for tourism development was elaborated in a
participatory way and both civil society and relevant state structures where involved in the
process. Thus the strategy includes recommendations for a sustainable. The objective of the
strategy is to create 354 agropensions in only 7 years but without using money from the state
Budget. This is hard to realize that having no concrete directions and financial commitments
the entrepreneurs from rural tourism will be twice abandoned despite the declarations of the
Ministry of Agriculture to ensure necessary support.
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It is necessary to mention that other policy papers and laws delegate the responsibilities
concerning rural tourism to local public authorities that don’t have necessary capacities and
financial resources for the inventory and arrangement of touristic attractions in rural area.
In the action plan of SDARM 2020 includes one of the Ministry of Agriculture’s target
to finance the action 3.2.1 “Support for creation and development of agrotouristic services”
with 141,5 ml. LEI for creation of 354 tourist units during 2014-2020. But these resources are
planned to be collected from external sources and no state contribution is considered.
Theoretically Ministry of Finance coordinate the activity of the Commission for the
development of tourism in rural area, represented by governmental structures dealing with
important national founds that finance the priority “Tourism” (National Found for Rural
Development and National Ecologic Found) or relevant actions to create access to touristic
objects, financial tools that could provide directions to co-finance the mentions initiatives.
The lack of cooperation between relevant institutions in the country, determine the lack
of national financial support for concrete projects and release of financial resources allocated
for rural tourism.
The majority of foreign donors that work in Moldova do not support directly the
arrangement/constructions works of private accommodation units even in rural space. So, it is
not clear enough why governmental institutions plan to finance touristic units from external
sources that, as mentioned above, do not provide direct support for the creation of private
economic structures.
It is important to mention the bad applications of terminology limits the area of actions
for the support of rural tourism. There is still confusing the use of terms “rural tourism” and
“agrotourism” that are different and the last one define the activity only in agrotouristic
pensions. Therewith, the tourism in rural area represents in a wider interpretation the
diversified customers’ service in rural space (accommodation, meal, degustation, traditional
transport, cultural tours, handicraft, ethno-events, etc.). Or, the further maintained confusion
limits the interventions of implementers of national policy papers.
It is important to notify that about 10 other accommodation units specific for rural
tourism (officially named in the Nomenclature of touristic units in Republic of Moldova) even
are not called agro pensions but touristic pensions / vacation villages, camping, etc.), and also
those intended for meal serving are differently called “crame” (eng.: pubs). Thus, an incorrect
term implies technical barriers for possible future actions.
So, by the moment National Tourism Agency elaborated the project of Strategy for
tourism development “Tourism 2020” and included recommendations of both civil society
and relevant governmental institutions. As inform the Agency, from the list of 20 priorities set
for 2014-2016, one is related to certification of 20 already created touristic roots according to
European standards and to elaborate and certificate other 10 touristic roots within 2015-2016.
The main indicators in tourism area by 2016 are:
6 partnership agreements signed with other states;
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30 touristic routes certified;
2 national roots created and connected to European routes;
2 advertisement materials elaborated;
1 touristic map elaborated;
5 touristic guidelines elaborated;
10 touristic events annually organized;
Participation at 8 international touristic exhibitions;
Valuation of 20 types of tourism;
50 touristic guides certified;
1 pilot touristic zone created;
35 touristic stops created;
600 trained persons within qualification trainings/seminars;
50% of accommodation structures classified;
4 automated informational systems;
10 electronic applications oriented to promote tourism; etc.
It is expected that by 2020 the annual number of tourists in the framework of receptor
tourism will increase with 3 % and will conduct to accumulation of 248 ml. lei. By the other
hand the number of annual tourists for internal tourism will increase to 4% and will generate
851 ml. lei.
Another action favorable for the conditions of rural tourism development is elaboration
of new Law of tourism. In October 2013 first meetings, workshops were organized for that
purpose by the Agency of Tourism with the participation of inter-ministerial working team
and of professional organizations from tourism area.
“The new law intend to define the limits between responsibilities of tour-operators and
tourism agencies and introduction of the notion “financial guaranty” and of conformity
certification in tourism” as claim the Agency of Tourism. So, no specific additional
regulations concerning rural tourism have been yet discussed.
Within the discussion with representatives of National Association of Rural, Ecological
and Cultural Tourism in Moldova (ANTREC-Moldova), that is also involved in the process of
elaboration of the new Law of tourism, is was concluded that changes in Moldova concerning
rural tourism are much dallied and depends on many social, political and economic aspects.
The Association has a network of tourists structures which try to follow internal rules of the
network concerning organization of agrotouristic activities, but no additional official
documents, except of those named in this study to conform to the legal framework are used.
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The “internal regulations” are set by this organization for the purpose to make the
entrepreneurs more competitive between them-selves and to bring them closer to European
standards and requirements, making references to countries from the region that are more
advanced in that sense. Currently this Association promotes a new concept for rural tourism
development called “rural house”. This new concept, expresses a new form of organization of
rural tourism except of agro pension (as set in the Law no.352), and simplify the conditions
for its registration and development. Also, it will be much easier to certify this form of rural
tourism organization. The recommendation is discussed by the working team of the new Law.
1.2 Existence or inexistence of standards in agrotourism in Republic of Moldova
Unfortunately, specific standards for rural tourism/ agrotourism don’t exist in Moldova.
A framework of specific standards in agrotourism and a standardization process are
necessary to be elaborated; even the rural tourism is considered and active form of tourism in
Moldova. But, in order to pretend to European standards in tourism and other area of
economic development, is necessary to analyze the good practices in standardization and
elaboration and adoption of specific standards in agrotourism in Moldova and to ensure the
quality of services and motivate local and foreign tourists.
1.3 Survey of the stakeholders - findings and results
The main stakeholders in the formation and implementation of tourism product are:
institutions, local authorities and communities, „ producers «of tourism product, tourists, tour
operators and agencies.
Institutions identify the attractions by region, measure the qualities of tourist resources,
build infrastructure and provide publicity and advertising.
Main institutions identified involved in the development of agrotourism in Moldova are,
at central level, the Agency of Tourism, Ministries of Economy, Ministry of Regional
Development and Constructions, at regional/local level Agencies of Regional Development,
NGOs. Thus, at the central level were developed the following strategic documents for
agrotourism impel: National Strategy - “Tourism 2020” - sets the main directions, principles
and indicators that must be accomplished in tourism development, National Strategy for
Regional Development 2013-2015 that will contribute to the development of agrotourism by
building the necessary infrastructure and improving the environment and development of the
business sector. Agencies for Regional Development and NGOs that implements strategies,
programs and projects for promoting environment, green agriculture, conservation of natural
and cultural heritage resorts, improvement of tourism infrastructure, services and marketing,
human resource development by providing professional training and education locally
adapted to the needs of the economy, promotion of entrepreneurship and managerial skills,
Improving the quality of human resources services and tourism.
Local authorities and communities/local governments are important stakeholders
that have the following responsibilities regarding to tourism development:
inventories main tourist resources;
b) participate in the development of tourist routes in accordance with tourism development
programs;
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c) creates favorable conditions for the activity in the territory of the undertakings in the
tourism industry and public associations in the tourism sector ;
d) contribute to the renovation, protection and conservation of tourism resources by regulating
human impact and compliance of enhancing them;
e) gives authorizations for the areas for recreation and leisure;
f ) undertake actions for tourism development planning;
g) ensure that areas authorized for tourism are equipped with necessary travel indicators;
h ) contributes to equip these areas with minimal facilities for visitors (places for preparing
and serving meals, facilities for accumulation of waste , toilets, etc.).
i) contribute to the improvement and protection of the environment through the development
and implementation of actions and special programs coordinated with the central authority for
natural resources and environment;
j) train local people in tourism activity;
k) contribute to the development of different forms of tourism in the territory.
However, from the discussions and interviews had with the representatives of these
institutions very small part of these responsibilities are implemented by the local authorities.
The main reason for this is the lack of human resources and funds. Also, there are no
specialists on tourism within in the municipalities or local government. Their functions are
taken over by specialists in culture, economy or investments.
At the same time, local authorities play a very important role in coordinating and
creating partnerships with local businesses and non-governmental organizations through
participation in various projects connected with tourism/agrotourism development. Also, with
their participation, local strategies for tourism development are elaborated.
Tour operators are important stakeholders in providing information and promoting
agrotourism destinations for tourists. According to statistical data there are more than 200 tour
operators in Moldova. Most of tour operators are concentrated in the capital city of Moldova
and in 17 districts do not operate any travel agency. In the first half of 2013 about 5400
foreign tourists who visited Moldova and about 14000 internal tourists used the services of
travel agencies and tour operators. At the same time, through travel agencies and tour
operators in the same period of 2013 went abroad about 61 500 tourists. This situation was
confirmed also by representatives of tour-operators, their services are mostly used by
residents of Moldova to travel abroad than by in-coming tourists. Also, they would like to
have more rural tourism destinations in order to create tourist routes attractive for tourists and
compatible on international tourist market. Entrepreneurs – usually owners of small
enterprises in rural area offering tourism services for tourists. Initially 35 entrepreneurs were
included in the survey, part of them have refused to participate in survey, some of them do not
operate anymore, so the final number of entrepreneurs included in the study is 20.The
summarized results of the survey are as follows:
81.8% of the surveyed entrepreneurs have established their enterprise in the last 10
years;
35% of them own a guest house, 35% a family hotel and 30% identified their self as
villa and nobody of those interweaved were organized as farm;
Project funded by the
European Union
45% has less than 10 bed places and 55% has more than 10 bed places;
30% of the interviewed entrepreneurs have any of the tree categories. 10% are 2 stars
category and 20% are 3 stars category. Most of the tourism sites are not categorized;
45% of the respondents do not use a hired labor in their business and 55 has hired labor;
90% of those engaged in rural and agrotourism have an university degree or any
tourism education, and 20% do not have;
60% pointed out that a small part of their staff has tourism education and 40% said that
nobody from the staff has any tourism education;
95% from the entrepreneurs speak at list a foreign language, 85% said that Small part
speaks at least 1 foreign language part of the stuff of the, tourism enterprises speaks foreign
languages, respectively, 10% said that Great part speaks at least 1 foreign language and 5%
said that Everybody speaks at least 1 foreign language. Here we have to consider the fact that
Russian is widely used in Moldova and almost 85% of the population speaks both Romanian
and Russian languages.
90% of the respondents use a computer for reservations, 75% for web page management
and only 35% for reservations;
At the question How do you advertise your tourism enterprise? the answers were as
follows: Internet – 60%, Brochures – 20%, Catalogues – 0, Visit Cards – 80%, TV – 40%,
Radio – 40%, Tourist fairs – 40%, Internet site – 50%, Verbal communication – 60%.
80% explore the tourism market through the internet, 50% uses tourist guides and 20% marketing agencies.
80% of the respondents do not use any services of a tourist information center and only
20% uses.
The greatest part (90%) doesn’t have any quality certificate and only 20 % has one.
85% of the entrepreneurs do not apply any quality standards and only 25% do apply;
25% are members of any tourist association and 75% are not member of any
association;
80% of the entrepreneurs attended a course for the improvement of management
culture.
60% never had any quality control and 40% were checked by a state authority (Center
for Preventive Medicine);
From the services offered to the customers 90% said that they are offering also short
walks, picnics or BBQ and cooking local food, 80% are offering also wildlife, bird watching,
60% has guided tours mainly on foot, 50% are offering cycling and agricultural process, also
25% are offering traditional handicraft, 15% - boating, 10% long walk, 5% participating in
folklore activities;
Project funded by the
European Union
70% pointed out the increasing of the number of costumers is the main objective of their
business, 90% want to improve the quality of the tourism product and 80% - to improve the
efficiency of the tourism enterprise and 90% - attract more international tourists;
95% of the entrepreneurs have indicated that they want their business to be certified;
The problems hindering the prosperity of rural tourism business were pointed out by the
entrepreneurs as follows: 90 %- poor infrastructure of the region, 30% - the insufficient
transport links, 50 %- the poor road infrastructure, 95% - the large bureaucracy of
administrative procedures, required for starting and conducting tourism business and 50% lack of managerial culture in tourism.
1.4 SWOT analysis (Strengths, Weaknesses, Opportunities, Threats)
Strengths (S)
Weaknesses (W)
1. Positioning tourism as a priority branch of
the economy
1. Tourism Legislation not aligned to European
standards
2. The availability of natural and human
resources
2. Legal and regulatory framework is
insufficient and outdated:
3. The existence of the legal framework in the
field
4. Implementation of tourist projects financed
by the state budget
5. Implementation of strategies and programs
for tourism development in different districts
6. Availability of tourist accommodation with
modern accommodation and food:
51 touristic pensions (from which 19 are
considered agropensions) in all regions of the country
– North, Centre, South (in the districts: Edineţ, Soroca,
Rezina, Teleneşti, Glodeni, Călăraşi, Hâncesti Orhei,
Criuleni, Chişinău, Ialoveni Căuşeni, Stefan Voda,
Cantemir);
7. Existence of conference rooms equipped
with modern equipment
8. Existence of two training centers and
retraining of staff in the tourism industry
9. Specialized activities of various tourism
associations
10. Moldova is a member of international
organizations that support development of tourism
- The Governmental Decision no. 643 of
27.05.2003 needs changes for stimulation of
accommodation structures’ development under a
more competitive cost on international market.
- The Governmental Decision of 12.08.2008
referring the impel of tourism in rural area is not
implemented at all
- The mechanism for implementation of legal
framework concerning the Registry of tourism is
missing
5. Shortage of skilled human capital in
managing the domain and providing quality services
6. At the central level, there is no institutional
framework for the implementation of state policy in the
field
7. Lack of functional tourist information offices
Moldovan diplomatic missions accredited abroad
8. Limited number of tour operators and travel
agencies
9. The small number of tourist hotels of 2-3
star categories, which would contribute to the
development of inbound tourism by attractive prices
Project funded by the
European Union
(World Tourism Organization of the United Nations,
Danube Competence Center, BSEC, GUAM, CIS
Tourism Board, etc.)
competitive on the international tourism market.
During 2000-2012 there are only 19 agropensions.
10 High costs for accommodation services in
domestic tourist receptions structures
9. Limited number of accommodations is
located in rural areas where sights are located.
10. Limited number of classified
accommodations
11. Insufficient tourist signs
12. Lack of information panels
13. Lack of places for camping
14. Old tourist buses park
15. Lack at most of the tourist attractions and museums
of qualified staff that are speaking foreign languages
16. Statistics are calculated incorrectly and do not
reflect the real situation of the field
17. No evidence of individual tourists is taken
18. Poor efficiency of the control mechanism of
compliance of the quality of tourism services.
Opportunities (O)
1. Traditional hospitality.
2. Strategic positioning of the country (border with
CIS and European Union).
3. Free-visa regime for citizens of EU countries, USA,
Japan.
4. Air connections with major hub airports, price
liberalization and de-monopolization of flights and
aviation
5.The existence of foreign assistance projects for
tourism development
6. Large number of tourist attractiveness events:
cultural, artistic, sporting, recreational
7.Brand known wine country
8.Availability of unique wine cellars in the world
9.Massive penetration of information technologies in
service
10.The existence of political support.
Threats (T)
1. Underdeveloped tourism infrastructure
2. Low level of knowledge in Europe and in the
world of Moldova as a tourist destination
3. Lack of favorable investment climate for
investors to develop infrastructure of tourist reception
with functions of accommodation and food for mass
tourism.
4. Reduced competitiveness of tourism in
Moldova (high cost for a visa to Moldova and flights)
5. Extremely limited number of objectives
included in the UNESCO Heritage List in Guinness
Book
6. Insufficient financial resources for the
promotion of tourism: exhibitions, promotional
materials, financial support of projects in the field, etc.
7. At local level, there is insufficient domain
management
8. Inadequate road infrastructure
9. Missing or improper fitting toilets at entry
Project funded by the
European Union
and at gas stations designed to serve groups of foreign
tourists on national tourist routes.
2. ARMENIA
2. 1. Tourism development trends in Armenia
The government of Armenia declared tourism as one of the priorities of economic
development and has adopted the strategy of decentralization of tourism development. Over
the past five years, Armenia has seen considerable growth in its tourism sector as a result of a
more focused government policy toward tourism development as well as through numerous
private sector initiatives
The Armenian government expects some USD 2.7 billion to be invested in tourism
industry development between 2008 and 2020. This and other figures are provided in the
government-designed tourism development Concept (Tourism Development Concept Paper.
2008. p38).
By 2020 the number of foreign tourists is expected to soar to 1.5 million annually, while
overall income is supposed to reach USD 1.35 billion
2.1.1. State and Private Supporting Organizations
Armenian Development Agency
The Armenian Development Agency (ADA) was established in 1998 by the
Government of the Republic of Armenia to facilitate foreign direct investments and promote
exports.
Tourism infrastructure is one of the priorities of ADA in foreign investment promotion.
The Ministry of Economy
The Ministry of Economy is the main state structure that is responsible for development
and implementation of economic policy. The Ministry of Economy has the Department of
Tourism and Regional Economic Development in its structure and main directions of state
policy directed on development of tourism sphere of Republic of Armenia and sphere’s
substructures are:
 Development and application of drafts of the legal acts regulating the sphere of
tourism, the analysis of current practice and participating in discussions of other legal acts
concerning or having the relation to the sphere of tourism.
 Management of enterprises of the sphere of tourism with state participation,
development and realization of the proposals on economical-structural improvements of the
enterprise activities.
 Development, application and exploitation of the licensing system in the sphere of
tourism pursuant to the RA legislation.
 Participation in the works having the relation to the sphere of tourism and hotel
services.
 Cooperation with the state and local governing bodies of the Republic, subjects
involved in economic activities of the sphere of tourism, associations, representative unions
Project funded by the
European Union
and other organizations with the aim of problem solutions of the tourism development and
implementation of various measures to facilitation of the tours in country
 Creation of the data bank concerning touring enterprises, their services, markets of
local touring product, tourism normative bases, coordination and analysis of information.
 Cooperation with international organizations with the aim to develop and to
implement of the joint programs for the development of the sphere of tourism.
 Cooperation with the World Tourism Organization, other regional and international
organizations specialized in the field of tourism.
 Development and coordination of the realization of the international bilateral and
multilateral agreements signed by the Government of the RA in the sphere of tourism.
 Introduction of the proposals on establishment and management of the tourism
industry representative offices of the RA in foreign countries.
 Cooperation with the corresponding bodies regulating the sphere of tourism in foreign
countries.
 Participation in training of the personnel of the sphere of tourism and adjacent
specialties, tourism services inside the country and in foreign countries.
 Creation and control of the informative-advertising database on Armenian tourism
industry.
 Assistance to participation of representatives of local touring services in
international/regional tourism exhibitions and fairs and other measures.
 Implementation of the studies of domestic and foreign touring markets, economic
researches in the field of tourism, systematization and coordination of advertising and
introduction of local touring services in the international markets.
 Creation of an informational database of tourism statistics of the country, its regular
updating and analysis. Development and implementation of state policy aimed to develop of
the tourism industry of the RA and its substructures.
National Competitiveness Foundation of Armenia
The Competitiveness Foundation is an independent entity founded through a partnership
between the Government of Armenia and a group of leading representatives of the private
sector from the United States, Russia, the European Union and the Middle East. The
Competitiveness Foundation is focused on Education, Healthcare and Tourism .
The main objective of the NCFA Tourism Program is to promote the image of Armenia
as a favorable and attractive destination, as well as the effective presentation of Armenian
tourism opportunities in international markets.
To accomplish this goal, a strategy for tourism promotion has been adopted which will
highlight the different areas of tourism within Armenia while preserving its historic and
cultural heritage. Armenian Hotel Association
The Armenian Hotel Association (AHA) is a non-profit organization founded in 2006
Objectives of the Association are to represent Armenian hotels nationally and internationally,
to develop/train the workforce, to work towards improving legal and tax fields and creating a
more favorable legislative and tax environment for Armenian hotels.
Project funded by the
European Union
Union of Incoming Tour Operators of Armenia UITO is the Union for independent
and specialist holiday companies.
Armenian Ecotourism Association
The members are united to promote eco/agro-tourism – the force that will contribute to
a better understanding of our natural and cultural heritage and will provide revenue to the
local community sufficient for people to value, and, therefore to protect the environment as a
source of income.
Also we have in this sphere, Armenian Guides Guild, American Society of Travel
Agents Armenian Branch, etc.
In the sphere of tourism and services there are universities and institutes providing
special education. The list of main state and private universities with specialized tourism
departments and faculties is given below.
Armenian Institute of Tourism
Armenian State University of Economics
French University in Armenia
German University in Armenia
Russian-Armenian (Slavonic) University
Russian State University of Tourism and Service
Yerevan University of Management
Yerevan State Armenian-Greek College of Tourism, Service and Food Industry
There are also several specialized training courses in this sphere.
2.2. Private tourism sector
There is a growing realization among private businesses in Armenia and abroad of the
economic gains to be had from rural tourism. Many private tourism agencies in Armenia are
trying to promote rural tourism, but there are only a limited number of tour-operators that
actually conduct such tours.
When there are no services, there’s no demand. And travel agencies will only offer
agrotourism products if they have complete confidence in quality service delivery.
Information about tourism agencies and much more is available
at www.armeniainfo.am.
2.3 Legislation , regulations
Below is the list of laws and decrees that are of importance in tourism sector of
Armenia.
Law of the Republic of Armenia on “Tourism and Tourism Activities”
Project funded by the
European Union
Law of the Republic of Armenia on “Trade and Services”
Decree of the Government of the Republic of Armenia “About Setting Conditions and
Rules for Hospitality Services, Verifying Conditions and Procedures for Hotel Property
Rating System
The Law on Specially Protected Natural Areas;
The National Strategy and Action Plan for PAs;
2.4 Rural Tourism Resources
Armenia, where one can find many untouched pieces of unique natural complexes is the
heaven for green tourists. Each picturesque mountain village with its inimitable landscape,
local traditions and unique cultural and historic monuments hidden in rocks, has a great
potential to lure the tourists. These rural areas are of great interest for the development of
tourism with the combination of the elements of eco-, agro- and adventure tourism such as
walking, skiing, horse and donkey riding, culinary and wine tours, amateur fishing, culturalhistorical tours, etc.
In countryside there are numerous historical-cultural monuments attractive for tourists:
Stone Age sites, Dragon stone monuments, tombstones, cave shelters, fortresses, towers,
bridges, mills, water channels, rock paintings/carvings, churches, monasteries, chapels,
khachkars (stone-crosses), etc.
The majority of the monuments are combined with morphologically unique relief and
beautiful geographical locations, and the historical-architectural monuments occupy a
decisive role not only in the historical-cultural heritage of Armenia, but are also important in
the wider South Caucasus. The interest for foreign visitors/tourists is obvious.
During the Soviet times, Armenia was an industrialized country with a large rural
population. Today, over one million Armenians live in rural areas and are dependent partially
on agriculture. There are about 320,000 farms in Armenia, a number of which has remained
approximately steady over the past decade. Rural households’ main productive physical asset
is land. Farmers operate on small plots of land and are constrained by poor roads, inadequate
irrigation, and an under-developed market economy
In rural communities there are a keen interest in tourism development and many
rural/agro-tourism objects such as rural houses, agro-tourism farms, inns and B&Bs, which
are located in picturesque places, often very close to protected natural areas. These
picturesque places with their unique landscapes, way of life, unique cultural and historical
monuments, are of great interest for the development of tourism with the combination of the
elements of eco-, agro- and adventure tourism such as walking, skiing, horse and donkey
riding, culinary and wine tours, amateur fishing, cultural-historical tours, etc.
Wineries are some of the hotspots of rural tourism. Armenia is one of the oldest
winemaking countries in the world. Winemaking began in Armenia more than 3,000 years
ago.
Project funded by the
European Union
The climate of Armenia, which is located in a subtropical region, is defined by its
mountains. Due to the country’s ideal climate conditions a full range of wines can be
produced.
In Armenia summers are hot and dry in the valleys surrounded by mountains and
winters are harsh with few snow. Armenia has advantages of dry air and a large number of
sunny days during the year. This lends special qualities to Armenian varietals.
The Armenian varietals have a high sugar content and thus high alcohol, which
facilitates the production of fortified wines. Armenia grows more than 200 kinds of grapes,
most of them native to the region. There are about 30 that are the most popular, including
Mskhali, Garan, Dmak, Voskeat, Muscat, Areni, Kahet, Rkatsiteli, Adisi, Azateni, Anait,
Karmrayut, Nerkeni, Tokun, and Megrabuir.
Armenia has six wine regions: Ararat, Armavir, Tavush, Aragatsotn, Syunik and Vayots
Dzor.
Cuisine is also one of the key aspects of rural tourism. Armenian cuisine is as ancient as
its history. Armenian culinary traditions are over 2,000 years old. Armenian cuisine resembles
а poem, where each verse has its own flavor. It guides us to the feasts of Armenian rulers,
shepherds and monks, enriched with old Eastern recipes. Part of every Armenian holiday
celebration is the abundant table covered with delicious food.
Anyone who knocks on an Armenian’s door is a guest. Local cultural traditions present
excellent opportunities for tourism events: ethnography, craft making, ritual songs, dances,
games, national plays, horse games, puppets, meal preparations, performing ancient theatre at
their purity, ensembles of ancient music and theatre of shadows, ancient rituals, etc.
Organizing festivals and farmers' markets are increasingly popular community
revitalization strategies. For the communities that sponsor markets or host festivals, these
events promote the community and bring consumers to downtown areas or small villages for
additional shopping. They are also a means of educating the public about issues affecting the
community such as support for local farmers, open space, and the quality of life in rural
communities.
In Armenia there are many festivals, including wine festival, food festival, cheese
festival, harvest festival, which are organizing every year. Wine festival is organized mainly
by Areni village, which considered one of largest wine tasting village. Every year lots of
tourists are visiting there and becoming familiar with Armenian wines, foods, etc. There they
can not only taste wines and foods, but also buy foods exactly from villagers.
Besides villages, every year is organizing national food expo. Profile for exhibit include
meat products, dairy products, nonalcoholic drinks, mineral water, strong drinks, beer,
tobacco goods, confectionery, ice-cream, the equipment for the food production and packing
etc.
Municipal administrations and local initiatives
Project funded by the
European Union
There is keen interest in tourism development among municipal administrations and
other official bodies in small towns, rural communities, and among the local private sector.
Many locals are well informed about the unique cultural and natural attractions of their
country, and have excellent ideas and are willing to get involved. However, they have no
relevant knowledge, experience, or modern tools necessary for tourism product development,
marketing, promotion and management.
Only general tourism related issues are included in strategic development plans for
each marz (district) in the country. There are no particular tourism development
mechanisms. Limited activities are planned within the framework of small and medium
enterprize development programmes. Other general initiatives of regional administrations
could be considered as tourism related activities, such as local road infrastructure, water
supply and wastewater treatment.
Local authorities also show keen interest in tourism development . It is essential that
local authorities tackle priority tourism issues and functions that can be fulfilled by no other
agency.
Only a local authority can:
Provide a strategic and operational role in maintaining a high quality physical
environment;
Provide links and continuity of policy between the services, such as planning,
environmental health and highways, that are essential to a sustainable tourism destination;
Ensure that the needs of the whole destination, including residents, businesses, and the
environment, are represented and considered in the management of tourism.
There are several local initiatives that aim to develop tourist activities/services in the
regions. They involve both small private business enterprises and local NGO and community
initiatives. Besides small hotels and guest houses, there is also a Bed & Breakfast (B&B)
network in some small towns and villages. Local associations and NGOs, such as the Dilnet
Service and Dilijan Tourism Association in Dilijan, Areguni NG0 in Vardenis, Khustup
environmental NGO in Kapan, and Ashkhatank ev Hayrenik NGO in Vayk deal with
environmental and tourism issues.
Many tour-operators try to promote and implement adventure and nature-based tourism.
In all provinces of Armenia there is a lot of interest and desire among rural communities,
official structures, protected area personnel, as well as, of course, private business (small
hotels/guesthouses/restaurant owners) to be involved in ecotourism activities. However the
huge potential of nature based tourism including tourism in protected areas, rural tourism and
adventure tourism, is still not properly realized.
As with any business, two general problems contribute to this: an underdeveloped
product and little market acceptance.
2.5 Eco/agro-tourism in current national tourism policies and plans
Project funded by the
European Union
The Sustainable Development Program, adopted in 2008 states that one of the main
goals of tourism development is increasing of inputs to welfare of people and poverty
alleviation and has identified agro-tourism development among the bases of rural
development. One of the main objectives is tourism development in regions (marzes),
particularly rural and ecotourism are among the priorities.
Tourism Development Concept Paper (2010 - 2030) states the economic and social
benefits of tourism for rural areas through creation of entrepreneurial opportunities and
development of communities. Among State Policy aims are improvement of living standards
and poverty alleviation in rural areas. Focus will be made, particularly, on decentralizing
tourism products to Armenia’s rural areas.
Besides, according to Concept Paper sustainable growth of tourism requires active and
effective cooperation among all stakeholders – state governance and local self-governance
bodies, private sector and population and elements of the tourism industry relate directly to
many government ministries, as well as to local governance bodies.
The Poverty Reduction Strategy Paper and the Human Poverty and
Pro-poor Policies are the main documents in Armenia outlining non-agricultural
government strategy and action plans for rural areas
2.6 Recent Projects on Tourism as a tool for community and rural development
in Armenia
There are several tourism initiatives in rural areas and in small towns. Some of them are
described in brief below.
Community-based tourism projects in two villages – Tatev (Syunik Province,
www.tatev.org) and Gosh (Tavush Province), have been implemented within the framework
of the World Bank’s Trans-Caucasus Tourism Initiative. Both villages boast amazing nature
and ancient architecture – Tatev and Goshavank (Nor Getik) monasteries, the largest spiritual,
political, cultural and educational centers of medieval Armenia. The monasteries once hosted
universities about a thousand years ago. Both villages offer unique examples of well
preserved rural charm and character and traditional Armenian hospitality. Each village has a
visitor centre and a developed B&B network and other hospitality services.
Areguni NG0 in Vardenis in the buffer zone of Sevan National Park offers
accommodation in guest-houses, trips by boat or carriage, visits to cultural-historical and
nature places, meetings with skilled craftsmen – stone carvers, wood engravers, painters,
carpet-makers - and other tourist activities. Tourists can take part in farming or learn about
Armenian cuisine.
B&Bs owners from different regions of Armenia have been involved in Supportive
Trainings organized by USAID and as a result can now provide quality tourist services. This
training covers day-to-day functions of operating and managing a Bed & Breakfast. B&Bs
offer different services based on the size of the house, number of rooms, facilities available,
etc
Project funded by the
European Union
Several community-based tourism projects have been initiated in different regions of
Armenia.
Hospitality Competitiveness Initiative in Syunik In Syunik region, the southern part
of Armenia, as many as 200 hospitality sector workers are sharing this vision through a
training delivery partnership between USAID/EDMC and the OSCE Project Implementation
office in Syunik Led by internationally certified trainers through the American Hotel
Association and the Word Federation of Tourist Guide Associations, the sessions target
tourism guides, employees from front desk and housekeeping, food and beverage services, as
well as B&B operators and middle management. The training develops middle management’s
skills and helps them pass their newly acquired knowledge to line level employees.
Yenokavan village is situated in the north-east of Armenia, 10 kilometres from the town
of Ijevan. It is located at a height of 1,000-1,300 metres, surrounded by hills, and close to a
forest-covered gorge about 100 metres deep that ranges for about five kilometres. For several
years this area has been a tourist magnet as a result of investments by the Moscow-based
doctor Artak Chibukhchyan, a native of the village, who set up the Apaga Tour Company and
decided to turn his birthplace into a recreational area for those who prefer a healthy and active
holiday. Tourists are offered several sight-seeing tours on horseback or on foot, which include
the natural wonders, as well as many historical and cultural monuments - fortresses, churches,
khachkars (cross- stones).
The Development of Economy in the Deep South of Armenia project runed by the
Meghri 1 NGO aims to develop tourism in Meghri town. The project aims to develop the Pokr
Tagh (Small Quarter) of Meghri into an international cultural tourism centre by using its
human, historical-cultural possibilities and natural monuments, and to develop ethnographic
tourism in the traditional environment. As well as developing tourism it is also hoped to
create employment
WWF- Armenia demonstrates a growing interest in ecotourism development projects
in protected areas and surrounding communities
WWF Armenia has renovated and furnished the B&B (bed and breakfast) facility
located at the bezoar goat observation site in Shatin village, Vayots Dzor Province. The
highways and roads towards this site are marked by billboards and signs. The staff of B&B
facility is trained.
According to estimates of implementing organization, economic incentives created in
Shatin will allow to increase the amounts of income by 30-40% and decrease the scales of
overgrazing by 10-20%.
The process of establishing B&B facilities has begun in the selected villages of
Shvanidzor, Tatev and Gnishik. These communities are located near protected areas in
southern Armenia: Arevik National Park, Shikahogh Reserve and Gnishik Sanctuary. B&Bs
are anticipated to create alternative incomes to local people and avert them from
overexploitation of forest, wildlife and other natural resources.
Project funded by the
European Union
The Community –based tourism ( CBT) projects implemented also in Koghb and
Dsekh villages
OXFAM GB in partnership with the “ Work and Motherland” local NGO within the
framework of Sustainable Livelihoods Development for Rural Communities in Southern
Armenia helps to renovate farms in 6 rural communities of Vayots Dzor region, providing
new opportunities for farmers to get involved in the growing agro-tourism sector.
Goris as a tourist center program aims to turn the town until 2016 into tourist center,
which will correspond to the international standards, to turn into cultural, educational and
tourist centers the neighbouring villages – Tatev, Khndzoresk, Halidzor, Karahunge, where
the traditions and customs had been preserved the best, the dialect and cuisine of Goris. The
main goal of the program is also to set up an infrastructure, to create tourist accommodations
on the territory of the old mountainous Goris.
The three-year Tatev Revival Project which includes developing tourism products in
the adjacent river gorge and villages, and a Cuisine Revival Project. The project includes
restoration and conservation of the monastery, development of infrastructures, improvement
of Vorotan Gorge, and the development of rural and culinary tourism with the involvement
of adjacent communities.
The greatest work of the project, which has about $50 million budget ($20 million of the sum
was donated by 100 Armenian and foreign benefactors, and $10 million – by the
government), is the construction of the longest tramway in the world, 5.7 kilometers, which is
finished October 2012.
The Tatev tramway, of the cost of $13 million, runs from the village of Halidzor, close to the
highway from Yerevan, to Tatev village, where the Tatev monastery complex (IX century) is
located.
2.7 Existence of standards in rural/agro-tourism sector in Armenia
Classification of Accommodation Services in RA
The RA law on “Tourism and tourism activities” provides for a wide range of
accommodation services: hotels, motels, guest houses, sanatoriums (health centers), leisure
homes and specialized camps, pensions, youth hostels, camping and tourist sites, visitor’s
apartments (Article 8). The Law defines the basic requirements to each of the abovementioned accommodation establishments and accommodation services offered by them. The
Law provides for 5 categories of classification by stars for hotels and motels. For guest
houses, sanatoriums (health centers) there is a 4 star classification system. Leisure homes and
specialized camps, pensions, youth hostels, campings and tourist sites, visitor’s apartments re
classified by 3 categories marked with Roman numerals (Article 10, paras 6-8).
The criteria for certification of different types of accommodation establishments are set
down in the Annexes 3 to 10 of the GOA Decree of N 946. As in majority of countries, in RA
as well elaboration of certification procedures and standards are much influenced by
Armenian reality, marketing needs, historical and cultural background. Classification criteria
system in fact combines some infrastructure and some service requirements, thus being
somewhat a mix of both.
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The RA Law on Tourism (Article 10.2) provides the opportunity for voluntary
classification of all types of accommodation services, which is exercised by the Ministry of
Economy. The qualificated accommodation received certificate.
Provision for voluntary certification system in Armenia is considered to be reasonable
from the interests of sector development in the relatively new market.
The idea that the voluntary certification system is beneficial at the current stage is
supported also by the representatives of the field.
The basic document regulating the procedure of classification of accommodation
establishments is the GOA Decree of N 946 providing separate criteria for classification of
each type of accommodation establishment.
The application procedure for certification includes collection of documents for the
Evaluation Committee to evaluate the conformity of the accommodation establishment to
state-planning, fire safety, sanitary-epidemiological norms and standards
Evaluation of compliance of the hotel to the basic requirements is conducted by the
Evaluation Committee which is formed by the Ministry of Economy. The Committee consists
of 9 members on representative basis from state bodies, which includes the certifying state
body, urban-development body, state sanitary-epidemiology body, state body for emergency
situations, self government body, as well as the private sector representative, including the
organizations such as for protection of consumer rights, unions of painters, architects and
designers, foreign language professionals and experienced professionals in the field of hotel
services and tourism nominated by the NGOs and relevant unions of legal entities from the
field (Para 14 of the Decree). Participation of NGO and private sector representatives in the
Committee work is viewed as rather important in terms of promotion of NGO sector and
presentation of hotel industry players’ interests, as well as ensuring the impartiality.
One of the critical constraints generally raised regarding the hotel certification is that
after receiving a certificate the accommodation establishment becomes somewhat reluctant in
further improving and developing the quality of services. In this respect, the GOA Decree
states that the certificate of category is issued for 5 years and can be prolonged by 3 month
prior application of the accommodation establishment. This is an important tool to promote
the quality of service in the accommodation establishments.
From the time of the implementation of the certification system in RA 31
accommodations have undergone state certification procedure and received relevant stars. 14
of them are so called Guest houses in different regions of Armenia, that could be considered
as Agrotourism establishments
2.8 Level of services in rural tourism - Survey of Entrepreneurs
A wide range of different types and categories of establishments exists in the regions of
Armenia, starting from a few quite luxury accommodations to the rustic guesthouses with
very simple facilities.
Most of them could be considered as rural/agro-tourism establishments. defined as a
combination of a natural setting and products of agricultural operations combined within a
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tourism experience. It includes providing tourists with opportunities to experience a broad
spectrum of agriculturally based products and services ranging from fruit stand shopping to
winery, orchard tours, from farm based bed and breakfast accommodation, to tourist
participation in cattle drives.
Agritourism farms in Armenia offer tours to allow a person to view the growing,
harvesting, and processing of locally grown foods, such as corn, coconuts, sugar cane, and
pineapple. Often the farmers provide a home-stay opportunity and general education on the
workings of the farm.
Because most Armenian farms are operated by small landowners, there is great
opportunity for customization and uniqueness in agroturism attractions. Furthermore, many
agroturism activities are successfully provided with a small farm crew. The agroturism
experience involves the following activities: farm tours, farm visits and stays, on-farm sales,
festivals and fairs, animal watching, bird watching and botanical tours, other wildlife
viewing, garden or nursery tours, including grape harvest and winemaking, garden or nursery
tours, along with grape harvesting and apricot picking, winery tours, tours to dairy producing
factories, tours to home of villagers, participation to on-farm, particularly fishfarms activities,
traditional bread (lavash) making, picnic, hiking, horse-riding, bicycling, rock climbing,
visiting cultural monuments, swimming, mushroom and berry picking, photography and
painting.
There are some hotels and rural guests-houses operating according to environmental
standards.
Only natural materials are used in design, furnishing and food. They contribute to
sustainable tourism by employing local people and buying local produce. Some of them also
use solar energy, and treat their waste using collectors and water treatment (purification)
equipment, thus preventing pollution of rivers.
Remarkable range of flora, high quality and unique taste of fruits and vegetables,
unpolluted nature and variety of water resources indicate opportunities and potential of
developing organic hotels in Armenia.
Tufenkian heritage Hotels, Mirhav hotel, HyeLandz Eco Village Resort could be
considered as luxury Rural accommodation.
The Tufenkian Heritage Hotel http://www.tufenkianheritage.com/ is a good
example of Armenian Diaspora investment. The hotel chain is a network of boutique hotels,
traditional restaurants and tourism facilities – the Avan Dzoraget Hotel (Lori Province), the
Avan Marak Tsapatagh (Lake Sevan), the Avan Villa Yerevan (Yerevan), hosted about 6,300
guests in total in 2007. The Old Dilijan Complex in Dilijan town started operations in 2008.
All these hotels are situated amidst spectacular natural beauty and use local materials. They
also incorporate local traditions to create an authentic ancient Armenian experience. Local
ingredients are used in dishes and each restaurant is a replica of a medieval Armenian dining
room. Tufenkian Heritage hotels promote eco-tourism by using solar energy, and special
waste and water treatment systems.
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HyeLandz Eco Village Resort http://hyelandz.com/ represents a unique choice of
stylish village dwellings from newly constructed Armenian tuf stone houses to charming
period cottage style units.
HyeLandz offers all the comforts and conveniences for adults and children to enjoy their
stay with fully equipped cottages and recreational facilities, as well as splendid gardens and
orchards offering organic fruits, vegetables and greens. In the ecologically clean surroundings
of the resort you can also see a great variety of domestic animals, such as ducks, geese,
chickens, goats, birds, dogs, cats, donkeys etc.
As the main objective of ecotourism is to build environmental and cultural awareness
and respect, HyeLandz Management, in cooperation with“Industrial Technologies Co” LLC, is
installing solar stations in the territory of the resort and the village to create ecologically clean
environment and use all resources more efficiently.
There are many things you can do in HyeLandz Eco Village Resort. Besides having
nice walks in HyeLandz orchards, admiring the wonderful surroundings, picking and tasting
the organic fruits and vegetables, you can also have fun watching and feeding our domestic
animals such as dogs, cats, donkeys, fowls like pigeons, parrots, hens, chickens, ducks, geese,
peacocks etc.
Visitors can also be a part in the celebration of HyeLandz special events which are as
follows:
Apricot Day (July 11) - Blessing of the new crop of apricot.
Pumpkin Day (November 4) – Picking and decorating pumpkins, tasting pumpkin pie,
cake, soup, purée, juice and pumpkin kernels, jam, dried pumpkins made previously.
HyeLandz Day (September 1) – Demonstrating and tasting a variety of food,
vegetables, fruits and aperitifs.
Walnut Liqueur and Vodka Preparation Day - The harvest of walnut and the
celebration of this day depend on the season.
Mulberry Vodka Preparation Day - The harvest of mulberry and the celebration of
this day also depend on the season.
Mirhav hotel is located in the northern part of Goris, high above the city-landscape, on
a nice small hill.. The interior of Mirhav hotel is decorated with great taste, incorporating
national elements and rugs. Mirhav hotel in Goris has 31 rooms - singles, doubles, triples and
even quadros. The main selling points of this hotel in Goris make the great overall quality of
the hotel, bright and spacious rooms with national rugs, the good quality food of the
restaurant, the multi-lingual staff speaking Armenian, Russian, English, French, German and
Persian languages. The brick floors, antiques hanging from the walls, wood furnishings and
stone façade all blend with Goris’ historic character. While providing a rustic atmosphere it
maintains modern bathrooms, cable TV and internet.
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Entrepreneurs The total number of the entrepreneurs included in the survey is 50. The
summarized results of the survey are as follows:
85% of the surveyed entrepreneurs have established their enterprise in the last 10 years;
30% of them own a guest house, 35% a family hotel; and 35% a farm or a house with a
garden and/or a barnyard, and nobody of those interweaved were identified themselves as a
villa
35% has less than 10 bed places and 65% has more than 10 bed places;
15% of the places are with 1 or 2 stars. Most of the tourism sites are not categorized,
although there are a few of high categories among them.
70% of the respondents do not use a hired labor in their business and 30% has hired
labor;
60% of those engaged in rural and agrotourism have an university degree Just 10% of
people engaged in rural tourism has tourism education
100% from the entrepreneurs and/or their staff speak at least one foreign language –
Russian.
85 % from the entrepreneurs and/or their staff speak at least two foreign languages –
Russian and English/French/German/ Persian.
10 % from the entrepreneurs and/or their staff speak at three or more foreign
languages
90% of the respondents use a computer and software programmes in the management
of their tourism enterprise, however only 5 % of them use on-line reservation, 25% have
websites. Other use computer for e-mail communication, e-mail reservation and everyday
management.
To advertise their tourism enterprise they use as follows: Internet – 45%,
Brochures – 20%, Visit Cards – 70%, TV – 10%, Radio – 5%, Tourist fairs –
20%, Internet site – 25%, Verbal communication – 60%.
70% explore the tourism market through the internet, 30 % - through the
communication with incoming tour-operators.
60% of the respondents use services of a tourist information center, mostly
www.armeniainfo.am
50 % of the respondents use services of the a tourist agencies
The greatest part (85%) doesn’t have any quality certificate and only 15 % has one.
80% of the entrepreneurs do not apply any quality standards and only 20% do apply;
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55% are members of any B&B association and 5% are a member of Hotel Association;
70% of the entrepreneurs attended a course for the improvement of management
culture.
80% never had any quality control
The additional services offered to the customers are as follows: Guided tours (100%),
Short walk/stroll (100%), Long walk, hiking (70%) , Boating (5%), Wildlife, bird watching
(10%), Horse riding (10%), Cycling /Mountain biking (5%), Picnic or BBQ (30%), Cooking
local food (40%); Traditional handicraft (30%) Agricultural process (40%)
100% pointed out the increasing of the number of costumers is the main objective
of their business, 90% want to improve the quality of the tourism product and 80% to improve the efficiency of the tourism enterprise and 100% - attract more
international tourists;
80% of the entrepreneurs have indicated that they want their business to be
certified;
The problems hindering the prosperity of rural tourism business were pointed out
by the entrepreneurs as follows: 80 %- poor infrastructure of the region, 30% - the
insufficient transport links, 40 %- the poor road infrastructure, 5% - the large
bureaucracy of administrative procedures, required for starting and conducting
tourism business and 50% - lack of managerial culture in tourism.
2.9 SWOT Analysis of development of Agrotourism in Armenia
Strengths
The government of Armenia declared tourism
as one of the priorities of economic development and
has adopted the strategy of decentralization of tourism
development.
Abundance of natural attractions and historical
sites.
Beautiful nature, mountainous landscape
Interesting flora & fauna
High amount of sun hours from April to midOctober
Unique history (ancient & modern) and
historical monuments
Possibility of hiking, climbing, and other
outdoor activities
Unique cultural traditions
High level of literacy
Interesting social life especially farmers and
their lives
Warm, friendly and hospitable people
Weaknesses
Huge gaps in providing services in regions
Lack of trainings
Limited knowledge of marketing principles
Limited access to finance
Insufficient information system
Insufficient infrastructure (parking areas,
sewage plants)
Difficult transportation outside the capital (bad
roads)
High transportation costs for international
visitors.
Lack of entrepreneurial knowledge and
experience.
Lack of variety in entertainment options.
Absence of rural/agro/adventure-tourism
statistics
Road quality varies
Lack of promotion of the country as a rural
tourism destination
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Specific cuisine
Different types of rural accommodation are
available
Low cost of internal transportation
Very safe destination
Armenia is not associated with terrorism
Online visa access
Developing online services
Relatively low competition on regional scale.
New experience differentiated from traditional
mass tourism travel routes
Opportunities
Agricultural and natural diversity
Interconnection of historical, ethnographical
and craft-industrial traditions
Recreational activities and sports
Infrastructure expansion and quality of housing
facilities
Support of health improving programs
Merging recreational activities and sports with
Agrotourism
Involvement of rural youth in agrotourism
activities.
Creation of a regional tourism network and
database.
Development of niche products to be
incorporated in rural tourism segment: historical,
cultural, discovery, soft adventure, outdoor sports,
Special Interest – religious, scientific, geological, bird
watching
Increased diversity of events, better organized
and promoted
New, vocationally based trainings offered in
partnership between several key tourism university
programs and tourism associations
Appeal to the discovery tourist niche – those
who appreciate authentic tourism and are able to
overlook limited infrastructure
Targeting rural tourism products to key
markets
Improvement in rural tourism perception
through branding effort
Many visitors are interested in destinations that
offer a unique experience
Agrotourism, eco tourism and soft adventure
are interesting niche markets
Lack of service facilities for tourists –
restaurants in regions, public toilets
Closed borders with neighbors (Turkey,
Azerbaijan )
No beaches
Low competition
Threats
Degradation of natural resources
Damage of environment and ecosystem through
deforestation and large mining projects
Land using problems.
Pollutions,
Host attitude changes
Commercialization of traditions
Increasing regional competition
Quality of core attractions in competitor
countries
Potential risk of geopolitical instability
Currency fluctuation
3. BULGARIA
3.1 Characteristics of the current development of rural tourism in Bulgaria
3.1.1 General characteristics
Bulgaria has a remarkable natural, cultural and historical resources for the development
of rural tourism. The Bulgarian heritage undoubtedly provokes great interest among Bulgarian
and foreign tourists. In recent years we have seen an increasing number of tourists from
Germany, France, England, Israel, the Netherlands, the U. S., Scandinavia and Japan. A
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number of agencies , family hotels, guest houses and sports clubs emerged, providing services
in this area. Many citizens of Europe settle down in Bulgarian villages and small towns.
The lack of clearly defined concepts about the nature and content of rural tourism, as well
as other forms of tourism, different from the mass tourism, makes it difficult to determine the
content and requirements for the offered tourist services, and respectively to meet the
expectations of tourists.
According to the Bulgarian Association for Rural and Ecotourism the rural tourism is: "
Partial or complete" immersion " in rural areas: staying in a farmhouse with a rural garden,
farmyard and its inhabitants, unplanned and informal contacts with local people, fresh organic
food, tangible touch to a natural, slightly modified, dotted with bucolic pictures landscapes."
Bulgarian Association for Alternative Tourism (BAAT) formulates the definition like this:
" Agrotourism is a form of alternative tourism, characterized by a stay in a rural environment
(house or arranged near campsite or other accommodation facilities), contact with the owner,
access to the farm. It can be a part of a tour, a stay for the weekend or for a week . In both
cases, tourists expect to be involved in the daily life of the household: picking of fruits and
vegetables , herbs, preparation of traditional dishes, participation in the customs and festivals
of the region , observation and training of local crafts , folklore and agricultural traditions.
These activities are usually supplemented with various active and cultural tourism (hiking,
mountain biking, horseback riding, visiting monasteries, museums, archaeological and other
attractions, School of Crafts) and the most common is a mix of all that. "
Another definition of rural tourism: „ Rural tourism is tourism in rural areas, which meets
the interests of the tourists toward the traditions, customs, culture, agriculture and toward
other specific activities as well as natural, historical and cultural resources of the region,
accompanied by calm and relaxed human relationships ".
Rural tourism in Bulgaria is developing in individual and collective form. The first
involves the accommodation and food supply in rural rooms or guest houses, family or other
small hotels, villas and light type buildings.
The second form represents complexes that are consistent with the main features of the
settlements in Bulgaria: compactness, territorial delimitation. Both forms allow the
development of perspective family business.
The last official report of National Institute of Statistics shows that in 2012 in the
country functioned 2758 state and private accommodation establishments - hotels, motels ,
lodges , camps and other accommodation establishments with more than 10 beds. The total
number of nights spent in the accommodation base in 2012 was 20,252,038. The number of
nights spent by foreigners was 13 451 440, which accounted for 67% of all nights. Almost all
foreigners - 97.8% preferred to stay in hotels, while other type of accommodation
establishments (camping , cabins and other non-accommodation) were chosen by only 2.2%.
The structure of nights spent by foreigners in 2012 showed that the highest proportion of
overnight stays is in accommodation establishments with
four and five stars ( 57.0% ), followed by those with three stars ( 31.7% ) and with one or two
stars ( 11.3% ). Having in mind that rural tourism accommodation base is rarely with more
than 3 stars, we can assume that rural tourism customers fall in the category of those 43%
without knowing their precise percentage. Unfortunately in the official statistics in Bulgaria
there are no accounting records for the development of rural and agricultural tourism as a
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form of tourism. For this reason, a detailed and comprehensive analysis of the main indicators
characterizing agrotourism business is not possible.
In practical terms, an unofficial data exist for about 300 households in the villages who
develop this type of activity in authentic rural houses (from the total number of 803 091 rural
households, this represents 0.04%).
According to the Bulgarian Association of Alternative Tourism in Bulgaria only 0.1% of
tourists practice rural tourism and it generates only 0.5% of total revenues in tourism. About
90% of the tourists in this segment are foreigners. The domestic market, despite the growth in
recent years, is generally underdeveloped.
For a long period of time measures that enable the development of rural tourism were
not working and almost nothing was done in this direction. There were objective reasons for
that, as for example were the unclear zoning and inclusion of eligible municipalities that could
take money for rural tourism. In 2012 the situation changed and the utilization of funds under
the Programme for Rural Development for the development of rural tourism increased. One of
the main priorities of RDP 2007 - 2013 was to diversify the rural economy and accelerate the
development of an integrated rural tourism by implementing measures:
• Measure 3.1.1 "Diversification into non-agricultural activities "
• Measure 3.1.2 "Support for the creation and development of micro enterprises"
• Measure 3.1.3 " Encouragement of tourism activities "
In 2012 Fund "Agriculture" approved grants totaling 7.3 million BGN. Of these 4,797,745
were for measure 3.1.1 from the Program for Rural Development - "Diversification into nonagricultural activities" and 3.1.2 - "Support for the creation and development of micro
enterprises . " Ten projects were approved for building of guest houses for 6 to 28 beds.
Significant investments in rural tourism had to be made under measure 313 - "Encouragement
of tourism activities " as well. Under this measure Fund "Agriculture" signed contracts for 2.5
million BGN.
3.2. Factors determining the significance of rural and agrotourism in Bulgaria
- Rural and agrotourism have a great potential for development as sustainable, because of
the greater opportunities for the accommodation facilities to be in harmony with the
environment - smaller size, lack of concentration, location in the less urban, rural areas;
- The significant share of foreign tourists, which have visited Bulgaria, who identify
themselves as attracted to rural tourism ;
- Rural and agrotourism provide opportunities to attract national and international tourists
with a strong affinity for a undisturbed holiday in a clean and preserved natural environment, as
it is in the rural areas;
- Improve the image of Bulgaria as a tourist destination, developing many types of
tourism;
- Comply with EU priorities for the development of rural areas and improves opportunities
for attracting and better use of EU funds;
- The agrotourism creates opportunities to increase the value of agricultural products
through their realization on the spot and as a food for the tourists in the accommodation and
catering facilities ;
- Stimulate the diversification of agricultural production in areas required to meet the
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needs of tourists. This in turn allows for a more complete and more efficient use of land
resources of Bulgaria;·
- Stimulate the creation or revival of various handicrafts, the product of which is available
as a regionally specific. This on one hand creates additional income for the local population and
on the other hand increases the interest of tourists to Bulgarian culture and traditions, improves
the image of Bulgaria as a country with rich traditions, crafts and mastership of the local
population;
- Stimulate the creation or improvement of the micro-enterprises, producing primarily
processed food for tourists and locals on the basis of local raw materials. This on one hand,
creates employment and income inside the microenterprises and on the other - encourages the
agricultural production;
- Stimulate the improvement or creation of new types of services in rural аreas with
double sided effect: satisfaction of the tourism demand and the needs of the local population
and improvement of the image and quality of life in rural areas of Bulgaria;
- Create conditions for the use of the traditions and lifestyle of the local people as a
resource highly appreciated by tourists;
- Improvе the identity of local communities;
- Contribute to the reduction of regional disparities in tourism infrastructure in Bulgaria
focusing on accommodation facilities in less populated and visited rural areas;
- Create jobs in rural areas directly or indirectly related to tourism;
- Positive influence on the development and preservation of settlements in rural areas
through the creation of employment in activities directly related to tourism and the creation of
conditions for development;
- Contribute to the preservation and improvement of local, cultural, historical, domestic,
folklore heritage."
National Strategy For Sustainable Development Of Tourism In Bulgaria 2009-2013,
(adopted by the Council of Ministers on 2.4.2009) displays the main characteristics of this type
of tourism in Bulgaria and outlines the strategic objectives for its development.
3.3. Participants in the formation and implementation of agrotourism product
Participants in the formation and implementation of tourism product are: institutions,
local authorities and communities, „ producers " of tourism product, tourists, tour operators and
agencies.
Institutions identify the attractions by region, measure the qualities of tourist resources,
build infrastructure, provide publicity and advertising. In Bulgaria the sphere of tourism,
including rural and agrotourism, is regulated by Ministry of Economy and Energy. The
Ministry of Economy and Energy has the responsibility to implement the state policy in the
field of tourism and to coordinate the activities of the ministries and other institutions towards
its implementation. The major priorities of its activities are the interstate relations in the field
of tourism, the regulatory provision for tourist activities, national marketing and advertising,
assisting the activities of the regional, local and branch tourist organisations, procurement,
marketing research, analyses and forecasts for the tourist market, development of the tourist
product and training the staff employed in tourism.
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The National Tourist Council functions as a consultative body under the authority of
Minister of Economy and Energy. It aims to assist in the implementation of the national
tourism policy. Members of the National Tourist Council, in addition to representatives of the
state, include representatives of the tourism associations, associations of air, land and water
carriers nationally represented consumer organizations and the National Association of
Municipalities in the Republic Bulgaria.
State administration bodies: Ministry of Economy and Energy, Ministry of Foreign
Affairs, Ministry of the Interior, Ministry of the Environment and Water, Ministry of Culture,
Ministry of Agriculture and Forests, Ministry of Education and Science, Ministry of Regional
Development, Ministry of Transport and Communications, Ministry of Finance; National
Association of Municipalities in the Republic of Bulgaria: the Tourism Act envisages that
municipal administrations have the status of the basic institutions for the development of
tourism on a local level;
Branch Tourist Organisations: Bulgarian Association of Tourist Agencies, Bulgarian
Hotel and Restaurant Association, Bulgarian Tourist Chamber; Bulgarian Association for
Alternative Tourism; Bulgarian Association for Rural and Ecological Tourism;
Local and Regional Tourist Organisations: Pirin Tourism Forum, Bourgas Regional
Tourist Association, Stara Planina Regional Association, Varna Tourist Chamber; local
Tourism Boards, non-profit organisations uniting companies and organisations of the
respective levels interested in the development of tourism, etc.
In the process of creating rural tourism product a key role play territorial communities.
Behind their initiative is the Leader approach, which contributes to the achievement of
priorities of the Program for Rural Development 2007-2013, related to improving the quality of
life and diversification of the employment in rural areas. LEADER approach supports the
creation and functioning of local action groups in areas with a population of 10 000 to 100 000
inhabitants.
Local authorities and communities are important factors affecting natural and cultural
resources, as well as an important component of rural tourism. The number of municipalities in
Bulgaria, focusing on the construction of infrastructure, access to major attractions and their
promotion, is increasing.
Local government in the face of municipalities and mayors promote the development of
alternative tourism mainly by improving technical and social infrastructure, as well as creating
an appropriate regulatory base - resolutions, ordinances, regulations, orders. Municipal
mayors categorize hotels in lower categories, houses and guest rooms. The Tourism Act
provides for the establishment of municipal development funds of tourism. Municipalities can
be valuable partners with local businesses and non-governmental organizations through
participation in various projects connected with alternative tourism. They develop strategies for
tourism development as well. The tourism councils of the municipalities can facilitate the
cooperation between local authorities and entrepreneurs. At district level structures are created
aiming at consolidation of the tourism product and supporting strategic planning and
infrastructure improvement. The activities of the National Association of Municipalities in
Bulgaria are very important as well.
Tour operators are the originators of the agrotourism supply. Homeowners who already
have experience in dealing with tourists know that the best advertising is the satisfied customer.
In Bulgaria there are 2700 officially registered tour operators and tourist agents. The majority
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of them provide tourist offers within the range of all types of tourism including rural tourism,
but usually small tour operators undertake the formation and offering of rural tourism products.
Entrepreneurs
The total number of the entrepreneurs included in the survey was 72, part of them were
reluctant to communicate, so the final number of respondents was 40.The most common and
significant results of the survey among entrepreneurs in the research regions and villages are as
follows (percentages are rounded to the nearest integerk):
 68% of the surveyed entrepreneurs have established their enterprise in the last 10 years;
 40% of them own a guest house, 38% a family hotel and 22% a farm or a house with a
farmyard. Most of the places are with 1 or 2 stars (95%). There are some tourism sites, which
are not categorized;
 The share of the respondents, who do not use hired labor /their business involves
members of the family/ is 65%;
 68% of those engaged in rural and agrotourism don’t have an university degree or any
tourism education;
 78% don’t have any education connected with tourism
 In 25% of the tourism enterprises small part of the staff has tourism education and in
75% nobody has such qualification
 65% of the entrepreneurs speak one foreign language;
 In 25% of the enterprises only a small part of the stuff speaks foreign languages, in 45%
small part speaks foreign languages, in 30% nobody speaks foreign languages;
 52% of the respondents use a computer for reservations and promotion;
 25% promote via web page
 The most common channels of promotion are Internet 35%, brochures 25%, catalogues
10%, visit cards 42%. Verbal communication is considered to be the most successful way of
national promotion (95%);
 70% of the entrepreneurs explore the tourist market through Internet, 25% use tourist
guides and only 3% use the services of marketing agencies
 The greatest part of the respondents in the research areas don’t use the services of a
tourist information centers (80%) and only half of them those of a tourist agency (56%).
 The greatest part (88%) doesn’t have any quality certificate apart from the
categorization and 78% are not members of any tourist association. No one of the interviewed
entrepreneurs has ever attended a course for the improvement of management culture;
 78% point out that quality control has been exercised over their business without
pointing the responsible authority;
 The additional services which are most often offered to the tourists are guided tours 75%,
short walks 88%, long walks 62%, horse riding 25%, cooking local food 65%, traditional handicraft
33%, agricultural process 30%;
 100% point out the increasing of the number of tourists as the main objective of their
business, 56% want to improve the quality of the tourism product and 46% - to improve the
efficiency of the tourism enterprise;
 75% indicate that they want their business to be certified
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 As main problems, hindering the prosperity of rural tourism business the entrepreneurs
point out the poor infrastructure of the region (85%), the insufficient transport links (85%), the
poor road infrastructure (85%) and the large bureaucracy of administrative procedures, required
for starting and conducting tourism business (78%).
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Profile of rural tourism enterprise and entrepreneur
Point large bureaucracy as problem hindering…
Point poor road infrastructure as problem…
Point poor transport links as problem hindering…
Point poor infrastructure as problem hindering…
Want certification of the business
Want to attract more international tourists
Want to increase the efficiency of the tourism…
Want to increase the quality of the tourism…
Point increasing the number of tourists as main…
Agricultural process
Traditional handicraft
Provide cooking of local food
Provide picnic/BBQ
Provide cycling
Provide horse riding
Provide long walk/hiking
Provide short walk
Provide guided tour
Quality control exercised over
Attended course for improvement of…
Members of tourist association
Have quality certificate
Use services of tourist agencies
Use services of information centres
Use services of marketing agencies
Use tourist guides
Explore market via Internet
Promote via verbal communication
Promote via visit cards
Promote via catalogues
Promote via brochures
Promote via Internet
Promote via web page
Use comp. for reservation and promotion
Enterprices where nobody speaks foreign…
Enterprises where small part of the staff speaks…
Enterprises where great part of the staff speaks…
Speak one foreign language
Nobody has tourism qualification
Small part of the staff has tourism education
With tourism education
Without university degree/tourism education
Do not use hired labor
1&2 star places
Enterprises with more than 10 beds
Owners of farm or house with farmyard
Owners of family hotel
Owners of guest house
Business established in last 10 years
0%
20%
40%
60%
80%
100%
120%
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European Union
3.4. Advantages of rural tourism in Bulgaria
• There are a lot of incentives for rural tourism customers and on that basis it may include
a variety of activities such as:
 exploring the folklore, customs, traditions and religion of the local population;
 participation in agricultural production activities;
 exploring local flora and fauna;
 hunting, fishing, horseback riding, hiking and more activities in nature.
• There is great potential for the sustainable development of rural and agrotourism
because of the greater opportunities the accommodation facilities to be in harmony with the
environment - smaller size, lack of concentration and location in less urbanized rural areas;
• Complies with EU priorities for rural development and improves the opportunities for
attracting and better use of EU funds;·
• Creates opportunities (particularly the agrotourism) to increase the value of agricultural
products through their implementation on the spot and as a food for the tourists in the
accommodation and catering facilities;
• Stimulate the diversification of agricultural production in areas required to meet the
needs of tourists. This in turn allows for a more complete and more efficient use of land
resources of Bulgaria;
• Stimulate the creation or revival of various handicrafts, the product of which is
available as a regionally specific. this on one hand creates additional income for the local
population and the other hand increases the interest of tourists to Bulgarian culture and
traditions, improves the image of Bulgaria as a country with rich traditions, crafts and
mastership of the local population;
• Stimulates the creation or improvement of the micro-enterprises, producing primarily
processed food for tourists and locals on the basis of local raw materials. This on one hand,
creates employment and income inside the microenterprises and on the other - encourages the
agricultural production ;
• Stimulates the improvement or creation of new types of services in rural аreas with
double sided effect : satisfaction of the tourism demand and the needs of the local population
and improvement of the image and quality of life in rural areas of Bulgaria ;
• Creates conditions for the use of the traditions and lifestyle of the local people as a
resource highly appreciated by tourists;
• Improvеs the identity of local communities;
• Contributes to the reduction of regional disparities in tourism infrastructure in Bulgaria
focusing on accommodation facilities in less populated and visited rural areas;
• Creates jobs in rural areas directly or indirectly related to tourism;
• Positive influence on the development and preservation of settlements in rural areas
through the creation of employment in activities directly related to tourism and the creation of
conditions for development;
High degree of personalization of the services.
3.5. Disadvantages of rural tourism in Bulgaria:
• Lack of a clear vision and strategy for the development of rural tourism.
• Lack of information in a systematic way for development resources of rural turism;
• Poor quality of services ;
Project funded by the
European Union
• Poorly trained staff providing tourism services in the field of rural tourism ;
• There are no accepted standards for information management in rural tourism , and no
mechanisms for effective, inexpensive and rapid exchange of information between suppliers,
manufacturers and the market;
• Insufficiently developed products and services in rural tourism sector ;
• Lack of chains consolidating entrepreneurs in rural tourism for common activities including
advertising, and for protection of their interests;
• Insufficient or ineffective promotion of Bulgaria as a rural tourism destination;
• Lack of clarity about the functions and powers of NGOs for improving the awareness of
employees in the sector and for decision making on the development of rural tourism ;
• Lack of information about the needs and expectations of tourists in the rural and agrotourism
sector ;
• Lack of partnership between entrepreneurs;
• Poor common infrastructure in some rural areas;
• Problems with the transport and water and sewage system in most of the villages in the rural areas;
• Lack or remoteness of the healthcare system in a large number of villages in the rural areas;
• Lack of solutions for public- private partnerships for solving problems in the field of establishing
common prerequisites for the development of rural tourism.
3.6. Existence of official and unofficial standards in rural and agrotourism sector
in Bulgaria
In Bulgaria there is only one official system of standards concerning rural and
agrotourism and it is the Ordinance for Categorization of Accommodation, Hospitality and
Catering and Entertainment in the framework of Tourism Act. The categorization of the places
for accommodation, which prevail in rural tourism sector, is compulsory, but in small villages,
as was the case with some of the tourism sites in the research areas, many of the entrepreneurs
and owners of the houses and villas choose not to be involved in the complex procedures of
categorization. Consequently these very small enterprises fall out of any kind of registers and
stay out of statistics. Their number nationwide is considerable and this is one of the reasons for
the lack of accurate information about the size of the sector.
The international standards ISO 9001 and ISO 22000 are very rarely applied for
rural/agrotourism enterprises because they are very expensive and hard to maintain.
In Bulgaria there are several informal tourism associations providing quality certificates
for rural and agrotourism:
 Independent quality mark in tourism of Association “Authentic Bulgaria”, which is
awarded to small hotels, guest houses and restaurants that meet the requirements of authenticity
and original tourism product.
 “Green House”- brand image of quality tourism product of the Bulgarian Association
for Alternative Tourism (BAAT), consistent with the criteria of the European Association for
Rural Tourism and ECEAT Eurogites.
At regional level:
 Quality mark of Regional Tourist Association "Stara Planina"
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European Union
 Quality mark of Nature Park "Strandja"
Unlike the categorization, which is compulsory, the quality certification systems are
voluntary.
The percentage of entrepreneurs aiming at certification is not high. They don’t consider
the quality certificate as a factor contributing to the effectiveness of the tourism enterprise.
3.7. Prerequisites for the development and expansion of the market share of rural
tourism
In Bulgaria there are favorable conditions for the development of rural tourism, because
our country is rich in tourism resources and there has always been an ambition these resources
to be used to the best advantage.
In many rural areas of Bulgaria there is a considerable tourism resource, through the use
of which a positive socio-economic impact could be achieved. The "rural tourism" niche in this
country is not busy enough, on contrary it is almost free, and there are enough preconditions for
its future development. There are some prerequisites for the development and expansion of the
market share of rural tourism in the country:
• The share of rural population above working age with low income /pensions, rents of
agricultural land/ is expanding;
• Due to unfavorable natural and climatic conditions, lack of funds for investment or
because of their old age, many rural residents are unable to provide any additional income
through agricultural activity – breeding of animals, land cultivation, fruit- and vegetablesgrowing;
• There is a significant residential area in the villages left unused. Due to the growing
trend of depopulation of Bulgarian villages, especially in mountainous areas, many rural houses
- well kept and maintained - are abandoned;
•The famous hospitality of Bulgarians, their legendary penchant for casual
communication, the existing tradition of winemaking, culinary skills and old recipes, the
ancient crafts are a guarantee for pleasant experience for tourists.
The diversity of natural resources, combined with the unique mountain scenery, create
conditions for various activities - fishing, hiking, horse tours and more.
The rich cultural heritage, particularly our ancient history is a significant advantage.
Among the regional tourism values are historical monuments, monasteries, churches, caves.
The remains of ancient civilizations, and representation of events from the life of extinct
nations allow to enrich the culture of the modern generation and preserve the cultural heritage
of a region.
• The searching of new forms of business determined by the economic crisis and high
level of unemployment. Together with the development of small enterprises in the rural
municipalities, the development of rural tourism creates real opportunities to provide jobs for
their residents.
Development of tourism in rural areas aimes at improving the social and economic life of
the population in these undeveloped regions through:
-The creation of new jobs;
-Development of infrastructure in an environmentally friendly manner, bringing together
Project funded by the
European Union
private and public sector;
-Promoting the exchanges between rural areas and the development of positive attitudes
and knowledge of rural communities;
-Reducing the number of young people who leave their villages and move to the cities,
and the emigration to other countries, which will help to stabilize the population in the
underdeveloped regions;
-Creating opportunities for the preservation of traditional agricultural activities and
practices, rural atmosphere and way of life;
-Contribution to the preservation of historical, architectural, cultural and ethnographic
identity of the region;
-Encourage the preservation of the environment and contribute to the conservation of rare
and endangered plants and animals;
-Maintaining the family relationships into the rural communities;
-Promoting the development of small local enterprises, this way encouraging diversity in
economic activities in rural areas ;
3.8. Accommodation base categories
The accommodation base of rural tourism in the country can be distributed in the
following categories:
• Villages and small towns with original Renaissance architectural design;
• Reception areas around attractive villages, beautiful landscapes, ponds and more. Built
mostly around rivers and lakes - Tunja, Ropotamo River, lakes in the Rila, Rhodopes, dams
Jrebchevo, Sopot, Rositsa, Ivaylovgrad Kalamanitsa, Batak and others;
• Places connected with natural phenomena – Pobiti Kamani, Belogradchishki Skali,
Vratsata, Trigradsko Gorge, Erma River Gorge and more;
• Holy places /mainly monasteries, chapels, shrines/ - Rila, Melnik, Bachkovski,
Dryanovski, Zemenski, Kelifarevski monasteries and others;
• National Parks - Pirin , Rila and Stara Planina , Rhodope, Troyan, Murgash and others. ;
• Cultural Monuments - Madara Horseman, Karanovska mound, the old capitals and
simulation models such as the Etar.
Strong invasion of the mass tourism strongly violates the attractive image of some small
towns with a distinctive architecture and coloring.
In the classification of accommodation facilities the following parameters are used:
• Average big village;
• Favourable socio - demographic structure of the population;
• Preserved architecture and traditions (entirely or partially);
• Clean area with beautiful scenery and non- polluting industries in the village;
• Existence of well established transport and other infrastructure, including electricity,
water suply, good road network, regular bus connection, etc.
Various interesting opportunities to visit or join during the stay, including
attractions in the village or nearby, natural phenomena, ethnographic peculiarities, crafts,
folklore, opportunities for hunting and fishing, hiking, picnicking and more. According to the
statistics in our country there are 5098 villages, of which 2011 have a population of 200
inhabitants. An important motive for the active development of rural tourism is not only the
products of the folk art and the way they are made of distinctive local craftsmen - potters,
Project funded by the
European Union
bronze and wood carvers, weavers of rugs, carpets, folk costumes and more, but the means by
which all this wealth is created as well - water, natural dyes, the fire of the fireplace, the forge,
the hooks and knitting skewers, the primitive wooden loom. All this can be seen only in the
village - in the farmhouse, in the farmyard. On the territory of these villages are organized fairs,
folk games and parades – with mummers, for Christmas, for vine-growers, for weddings, etc.
Development of sectors such as agriculture, horticulture, viticulture, vegetable farming, is also
a subject of attention. Undoubted interest for the Western tourists are the historical and cultural
monuments of our nation, the streets in traditional style, old churches, monasteries and
mosques.
Crucial to the successful development of rural tourism is the good organization. It is an
illusion to believe that individual homeowners or small travel companies can have a lasting
market success. They face two options - to rely on limited private contacts or to look for an
effective way to reach the tourist. The second option can only be achieved with the help of tour
operators and travel agents, which promote the propose tourism product, i. e. what the peasant
offers in his own house , in his own garden in his own yard. The tour operator is the one who
introduces this product to the client, who wishes to take advantage of rural tourism. By tour
operators tourism product offered by those wishing to develop tourism business reaches the
client and the specialized market for rural tourism. Besides the tour operator for development
of rural tourism contributes BARET, voluntary tourism companies, consulting firms and local
authorities.
3.9. Problems in rural tourism
• Farmers of old age are not able to perform the necessary contact with the young and can
not provide satisfactory services even if they wish.
• The hygiene, especially in the maintenance of toilets, bathrooms and courtyards is not
at the required level;
• Sometimes the food offered to the tourists do not meet their tastes, particularly the taste
of foreign guests. For those tourists who prefer to eat out a major problem is the quality of
food. Hygiene of most rural pubs and cafes is beneath any level, there is isn’t any comfort as
well;·
• Rural shops are boring, there are no souvenirs, not even ordinary postcards with
views of the local area or the local attractions;
• Most of the information is in Bulgarian. Local postal services are unsatisfactory and
provoke bewilderment in foreign tourists;
• Considering most of these problems, some marketing experts argue that for a successful
and high quality rural tourism in the country, the government has to establish consistent state
politics at first place, and only then to develop local municipal politics.
Excessive development of rural tourism leads to some negative effects too. Large
accumulation of tourists leads to blurring of rural region’s characteristics. Strong
commercialization may cause deterioration of performance, by unifying them and reducing
their capacity.
In rural tourism the need to preserve the originality and authenticity opposes the seeking
of comfort from the tourist. Simplicity of accommodation and surroundings is attractive and a
sign of authenticity, tradition, features and characteristics of a high quality natural product. The
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European Union
difficulty is to achieve a balance between the values of the past and the present demand,
between the expectations of the consumers and the real rural reality.
3.10. Laws and regulations
The development of rural tourism in Bulgaria must be carried out according to a number
of legislative and strategic documents , including:
• Tourism Act; Ordinance for categorization of accommodation places and catering and
entertainment places
• Law on Consumer Protection
• Law on Environmental Protection ;
• Biodiversity Act ;
• Law on Spatial Planning;
• Law on regional development;
• Law on Monuments and museums ;
• Law on Protection and Development of Culture ;
• Law on Ownership and use of agricultural land ;
• Forest Act ;
• Law on Hunting and Game Protection
• Health Act ;
• Ordinance № 3 of 15.05.2003 on National Ecolabel scheme.
3.11. National and regional strategic planning documents:
• Draft of National Strategy for Sustainable Development of Tourism in Bulgaria 2008-2013;
• National Ecotourism Strategy /2004-2013/ and the National Action Plan for ecotourism;
• National Strategy for Sustainable Tourism Development in Bulgaria for the period 2008 2013;
• National Strategic Reference Framework;
• Strategy for accelerated economic development of the Republic of Bulgaria;
• Strategy for Sustainable Development of the Republic of Bulgaria;
• National Strategy for the Conservation of Biological Diversity;
• National Development Plan /2007-2013/;
• National Strategy for Integrated Development of Infrastructure of the Republic of Bulgaria
and Operational Implementation Plan for the period 2006 to 2015;
• National Environmental Strategy and National Action Plan for 2005 - 2014 period;
• National Plan for Biodiversity;
• National Plan for Agriculture and Rural Development 2007-2013;
• National Strategic Plan for Fisheries and Aquaculture 2007-2013;
• National Programme for Control of Waste;
• National Strategy for the management and development of the water sector in Bulgaria 2015;
• Programme for Rural Development for the period 2007-2013, the Ministry of Agriculture and
Food;
• Regional development plans for the areas of planning for 2007-2013;
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European Union
3.12 SWOT analysis of rural tourism sector in Bulgaria
Strengths
Nationally represented and branch
organizations BAAT and BARET unite the efforts of
those involved in this business and contribute to the
formation of active citizenship on the development of
rural tourism nationwide.
Regional and local organizations - where they
are supported by private business and state structures
are functioning well and are a major stimulus for the
development of rural tourism. An important role play:
the departments of the Vratsa Balkan, Vitosha
Mountain, Blue Ridge, Ruse Lom, Strandja.
Major factor represents organizations and
programs such as UNDP, ARE, Peace Corpus, Open
Society, Beautiful Bulgaria, SAP ARE, British Know
Now Found etc, subsidizing various projects in the
fields of training, institutional development, the
formation of tourism product studies etc. in the field
of specialized tourism.
Over 90% of the accommodation and other
facilities in the field of tourist services are privately
owned. Medium and small business has the advantage
to be more flexible and quickly structuring around the
ever-changing demands and expectations of
customers.
Given the macroeconomic environment
Bulgaria can still maintain lower prices for packages
of specialized rural, countryside, walking, cycling or
horse riding tourism. Price of the main and additional
services is the main competitive tool.
Currently there are tourism programs for
hiking /in the big mountains/, for tours with horses
and bicycles, snowshoes and skis. The quality of this
product is the reason for Bulgaria to be the leading
destination in Eastern Europe in this regard. There are
proposals for ornithological tours, accommodation in
villages in order tourists to get acquainted with the
crafts, folklore and lifestyle /associated with major
folk festivals/. Programs with historical,
archaeological and cultural activities, as well as
"outdoor" activities such as caving, rock climbing and
para - gliding, rafting are rare or almost absent.
Increasingly common are initiatives by local
entrepreneurs with regard to the additional and
specialized services - craft demonstration, providing
services by local and mountain guides, offering
itineraries, tours with horses and bicycles, folklore
shows, wine tasting, etc. Alternative forms of rural
tourism seek their place in the Internet. There is some
information (still incomplete), on the resources and
partly on their including in packages.
The number of tourism organizations and
tourism associations, that have decided to deal with
rural tourism is constantly increasing. Tours are
created for foreign journalists and tour operators.
There is progress in issuing leaflets for the
promotion of local and regional tourism product by
regional institutions and organizations. In the Internet
portal of the Bulgarian tourism
/www.bulgariatravel.org/ a serious attention to rural
tourism has been paid, brochures and other
Weaknesses
There has not been achieved compliance at
national level on the development strategy of tourism
in general and in particular of rural tourism and on the
priority areas and activities.
Throughout the country various travel funds
and programs fund local and regional projects, among
which however lacks consistency and communication
between entities.
Regional associations face problems in
activating the local population.
Local authorities are insufficiently involved, and in
some places they are completely disinterested .
The utilization of resources is insufficient and
where the degree of utilization is high, the principles
of sustainability and environmental friendliness are
not obeyed.
The majority of entrepreneurs are improperly oriented
on the investment of resources and don’t seek expert
advice.
The most common problem for the involved in
tourism is the lack of available resources for shortterm financing and investment.
General infrastructure - roads, signs,
communications, is in poor condition. Data centers are
not functioning properly. Extremely complicated is
the travel of tourists by public transport within the
country, especially in areas away from the main routs.
In mountainous and rural areas where the
potential for development of rural tourism is high, the
educational and age structure of the population is
poor.
Approximately 90% of directly employed in
the tourism business have not the necessary
qualifications. Foreign language skills are poor, the
entrepreneurs and staff do not know the core business
mechanisms, the culture of service level is very law,
just a small part of the employees use a computer.
The higher education institutions are not
paying enough attention to the disciplines associated
with alternative forms of tourism.
There are no specialized proffesional training
centers in mountainous, rural and eco tourism.
Due to the relatively low cost of the product
tourists with low financial capacity prevail.
Limited range of travel products. A small
number of tourism organizations and tourism
associations .
There isn’t any marketing strategy. The
publication of promotional materials is chaotic, the
participation in international exhibitions and fairs is
week.
There isn’t a common Internet portal for
Bulgarian tourism and in particular for rural tourism.
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European Union
informational materials have been developed.
On the Bulgarian media market new and
quality publications have appeared. The concerns and
the importance of rural tourism and its alternative
forms are being discussed very often recently.
Threats
Unstable internal and external environment, as
well as confusing and inadequate legal framework are
prerequisites for the lack of confidence among the
entrepreneurs.
Limited financial resources, and lack of
professional competence lead to the provision of
services with poor quality, which is likely to create a
negative attitude and expectations among potential
tourists.
Relatively low price levels threaten to build the
image of a "cheap destination" for our country in the
field of rural tourism.
Lack of an overall marketing strategy can
prevent or delay the introduction of the product of
rural tourism in international markets.
Insufficient proposals oriented to the Bulgarian
client will intensify the trend of loss of clientele at the
expense of neighboring destinations in this tourism.
Excessive use, overloading and resource
depletion in some areas threaten with environmental
disaster areas of Bansko, Dobrinishte, Popina Laka
/Pirin/, Maliovitsa /Rila/, Vitosha .
Opportunities
Major opportunity for the development of rural
tourism in Bulgaria represents the still unused and
undiscovered natural, cultural and historical resources.
Inventories are only made in villages around the
natural parks and surrounding areas operating under
the JOBS programme (Job Opportunities through
Business Support).
A number of programs and projects fund
activities directly or indirectly related to tourism.
Major role in the development of rural tourism plays
SAPARD programme.
Systematic marketing researches and trainings
of those involved in the industry will lead to the
formation of an integral product in the field of rural
tourism. Development of thematic itineraries and trails
is a major prospect for the development of various
forms of rural tourism.
Introduction of uniform standards of service to
tourists and a system of categorization of places for
guests in the mountains and villages requires the
integration of these places into a single network and
the creation of a brand that guarantees quality of
tourist services .
The potential of tourists staying at coastal
resorts should be used. Through appropriate proposals
for rural tourism their stay in the country could be
prolonged. The opportunities for yachting, underwater
archeology, tours with kayaks and catamarans around
rocky shores, visits to the farmhouse, farmyard, our
reserves along the Black Sea and the Danube River
are not completely used. The same is the situation
with the transit travelers. Tours covering the cultural
and historical treasures of the Balkan countries are
very perspective.
4. UKRAINE
Agricultural tourism is a special form of tourism that is different from mass tourism or
recreation, but at the same time it has absorbed certain features of general tourism. Most of
this is seen in the so-called rural hotels, rural houses which is taking at the same time quite a
number of tourists and have a high level of service. These hotels are in essence not
«ahrooseli», but often they consider their work as a rural green tourism or agrotourism (as
they are in purely rural areas, although most have developed infrastructure).
Agritourism in the interpretation of Ukrainian scholars and practitioners is often
understood as holidays in «ahrooseli» (homes in rural areas). Today, as it has already been
noted, there is no clear definition between the terms «rural», «agricultural», «farm», «eco».
Agritourism, Rural Tourism – tourism in rural areas: in rural areas, on farms, in convenient
peasant homes («ahrooseli»). Tourists have a rural way of life, get acquainted with the local
Project funded by the
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culture and local customs, participate in a traditional rural labor. Agritourism is well
developed in Spain, Italy, France, Australia, the USA.
«Ahrooseli» is a form of housing designed for outdoor activities in agritourism. In
general, this dwelling, located in a rural area, with not more than five rooms (depending on
the type of housing), accessible for tourists belongs to the rights of private property owner
who is engaged in agricultural activities or engaged in the service sector or social sector
village.
The term «ahrooseli» as the above definition was proposed by the members of Union
for the Promotion of rural tourism in Ukraine non-profit public organization. The need to
introduce this definition is defined by getting in the legislation of Ukraine some benefits for
owners of small homes that provide tourism services with the ability to use incentives as
opposed to private mini-hotels.
Rural tourism - a kind of recreational tourism and an active form of recreation in rural
areas, potentially interesting for its tourist attractions. The basis of the attractiveness of rural
tourism is a complex of factors that favorably affect the person: recreational, aesthetic,
educational. Holidays in the countryside – it's not a resort where there are many tourists.
There is a state of relaxation, which is supported by positive emotional influence of the
surrounding terrain: mountains, forests, rivers, lakes or the sea, the beauty of the landscape
and so on. Very often the choice to spend a holiday in the countryside is dominated by the
landscape and ecology. Positive social component of rural tourism is to provide rural
employment in the service sector in rural areas. Therefore, the development of this trend can
be seen as the real path of social development of depressed rural areas which allows you to
stop the degradation of the countryside, which suffers from the constant outflow of
population, particularly because of unemployment. Services provided under the rural tourism
programs usually include:
- accommodation in comfortable private houses;
- meals on request with organic products;
- familiarity with the history of the land;
- gathering in mushrooms and berries;
- participation in traditional ceremonies;
- boating and horseback riding.
Considering the difficult economic situation in the agricultural sector of the country,
increasing socialization of domestic tourism, the Government of Ukraine is trying to make
steps for a number of government programs and regulations aimed at obtaining additional
revenue and small business development in areas not associated with agricultural production.
Legal regulation of the market rural tourism falls under the jurisdiction of two departments:
the Ministry of Agrarian Policy of Ukraine (MAPU) and the State Agency of Ukraine for
Tourism and Resorts (Derzhturyzmkurort Ukraine), which is the central executive body which
activities are directed and coordinated by the Cabinet of Ministers of Ukraine through the
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European Union
Vice Prime Minister of Ukraine – Minister of Infrastructure of Ukraine, which is part of the
executive branch and provides implementation of state policy in the sphere of tourism and
resorts. The documents that were accepted by them or for their assistance in recent years have
created a specific regulatory framework relating to maintenance activities of rural tourism
services. Taking into account that economic and social problems of the village have
intensified, widespread and development of agricultural tourism is particularly desirable. The
positive impact of agricultural tourism in the socio-economic problems of the village lies
primarily in the fact that it expands the scope of employment of the rural population,
especially women, and gives farmers extra income, employment opportunities not only in
manufacturing but also in services. At a certain accumulation of the number of guests there is
a need to meet their various requests, which, in turn, stimulates the development of services:
transport, communications, trade, service life, recreational and entertainment facilities and
other infrastructure.
4.1 The actual state of agro-tourism in Ukraine.
There are more than 15 million people live in Ukrainian villages. Among working-age
population in rural areas there are nearly 3 million people who are employed in individual private
households. About 1 million people in rural areas generally never have a job, do not study and only a
tenth of them are registered with the Employment Service as unemployed. In addition, the survey
showed that over 30 % of rural retirees might serve tourists.
The development of rural tourism in Ukraine restrains poor arrangement of rural households.
While the overall housing Ukrainian village is huge - 6.5 million homes but the central water supply
includes only 12% of homes, heating with natural gas - 18, and sewers - 7%.
In general, from the total housing villages private sector now can be used for the purpose of
settlement of tourists and vacationers up to 30 % of homes with proper sanitary condition. Another 10
% - need minimal maintenance and improvement. One can use for this the investments from EU.
Generally rural green tourism, agricultural tourism and other recreational activities in the
country is a rescue for Ukrainian village from collapse, migration of peasants to the cities and work
abroad.
An important result of agritourism is empowering sales of personal products not as agricultural
commodities but as prepared foods, after appropriate processing and cooking. Experience shows that
those families who take tourists improve the structure of crops in home gardens to meet the needs of
guests, expanding assortment of vegetables, fruit trees, berries, etc.. They develop and diversify
livestock, greenhouses wind farm, are engaged in hunting, beekeeping and fishing.
The development of rural tourism and its species leads to improvement of rural estates, streets,
villages as a whole, stimulates the development of social infrastructure. Of course, at first taking
tourists is based on the existing housing using local recreational and infrastructural resources. But with
some revenues from these activities, those who are engaged in it, starting to make investments in
improving municipal resettlement housing, streets. Combined efforts achieve a change for better in the
service sector. And this is both a significant contribution to rural development. As an example can be
the establishment of local branches of the Union of Rural Green Tourism in Western countries,
regional associations interested in developing infrastructure for rural tourism and others.
An important role is played by the development of rural tourism and its components in
enhancing the cultural and educational level of the rural population. Preparing to make and serve
Project funded by the
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guests, members of peasant families involuntarily forced to supplement their knowledge of
housekeeping, hygiene and sanitation, cooking, etc. Communication with guests expands their
horizons, one can make new acquaintances, make friends in other towns.
Rural Green Tourism in Ukraine began to develop intensively in the mid 90 -ies of XX century.
But in those days, private rural estates, which would have taken tourists in the whole Ukraine were
only a few dozen, but now thousands of them .
The total number «ahrooseli» that takes tourists is very difficult to determine, since most of
them (according to different estimates, up to 80-90%) is «in the shadows», that is unregistered. Also
the problem of statistics and accounting estates that offer rural green tourism is complicated by the fact
that the concept of «Rural tourism» and «ahrooseli» is not defined completely in Ukrainian law. And
too often «ahrooseli» is called tourist complexes, which essentially they are not (eg small private hotel
in the countryside or even in the cities). So actually, accounting and statistics Rural tourism is not
made in full, that prevents from fully determining the extent of this type of tourism. Some monitoring
of the quantity and condition of «ahrooseli» held by various NGOs and government district
administrations and other government agencies in some regions, although these data are rather
designed for the inner workings of the tourism department of the administration, and not for drawing
general statistics.
It may be noted that the powerful green tourism develops only in the Carpathians, the Crimea
and Kiev regions. In regions of the Carpathians and the Crimea it was caused by the fact that virtually
a private holiday in the village existed here for a long time, and was not something new for these
areas. These regions were also called the most attractive for tourists from the natural point of view,
and they can boast of many attractions, which are absent in other regions of Ukraine.
Green tourism as a tourism product is not finalized, it has not clear image. Most of the
population of Ukraine is not aware of rural green tourism and all the possibilities of this type of
holiday. People have fragmentary and contradictory information. A typical product of rural tourism,
which is available in Ukraine is 2-4 rooms in the farmhouse – without any conditions, with simple
furnishings and without a high level of service. The advantages of the product is low price and
hospitalitable owners, most affordable and high quality food. In parallel, however, developing another
type of rural tourism product can be called elitist vacations in rural well-equipped house with all
facilities and very high prices. Such «ahrooseli» are usually located in well-developed recreational
areas.
The first years of rural tourism outlined that this process began to fund international donor
organizations such as the Foundation of the Carpathian region, «Eurasia», «Renaissance» Foundation
RAUSI, TACIS program and others. Their contribution was necessary impetus for the activity. There
are many programs of rural tourism that also use donor funds.
Advertising and promotion of rural tourism lies mainly on the Union for Promotion of Rural
Green Tourism in Ukraine and on popular science magazine «Tourism village green». This allUkrainian non-profit organization held fairs with rural tourism «Ukrainian Village Invites».
«Ahrooseli» also presented on tourism and agricultural fairs (although it is mainly only the most
advanced «ahrooseli»). Along with the nationwide directory (magazine «Tourism village green»)
come disparate and often uncoordinated directories by the region. Rural tourism advertising online
also needs to be improved.
The authorities have an interest in the development of rural tourism, especially in areas that are
traditionally tourist, but a clear program of support and promotion of rural tourism has not been
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developed. There are always no funds in supporting this activity. «Ahrooseli» is often most interested
in working with non-governmental organizations that can support them or advertise them.
Tourist operators (travel agencies) have weak interest in rural tourism (excluding cooperation
with elite «ahrooseli») because they have small commissions from such cooperation and «ahrooseli»
have not good quality services that would interest customers who order vacation tours.
In our opinion, the main features of rural tourism in Ukraine can be briefly defined as follows:
- the legal framework of rural tourism has not yet been fully determined, as well as finally
formed the very concept of rural tourism;
- most houses are «in the shadows»;
- complete statistical activities are not carried out;
- green tourism is better developed in some regions, particularly the Crimea and the
Carpathians;
- the development of rural tourism is driven to some extent by the state and especially local
government but is too dependent on the activity of non governmental organizations and international
aid organizations and funds (grants program, etc.);
- «ahrooseli» that takes tourists is different – from simple, with minimal comfort and
moderately priced to very expensive with a full set of services. The question is whether it is possible to
determine exactly if the latter can be considered «ahrooseli» because these buildings do not meet the
relevant criteria. Classical «ahrooseli» that actively offers rural green tourism (up to five rooms, the
owners engaged in agricultural activities or work in the social area) is relatively small;
- there is some cooperation «ahrooseli», government, non governmental organizations and
commercial establishments which is not sufficient.
Organizations involved in the development of rural tourism in Ukraine named their main
problems:
- lack of institutional development of rural tourism (aborted concepts of rural tourism);
- financial problems of development, lack of interest from the professional tour operators (as
rural tourism is inherently denies the lucrative mass tourism);
- lack of organizational, psychological and other skills of the rural population, which takes
tourists.
The main problem in the development of rural tourism in Ukraine remains the legal status of
this type of tourism. The legislation of Ukraine has not yet determined the concept of rural tourism as
an activity. Accordingly, all issues related to rural tourism (eg, taxes, licenses, etc.) are actually not
regulated by law. They are contradictory and unclear. This causes a huge part of the black market for
rural tourism. «Ahrooseli» in law is actually considered as a private enterprise, and not as a farm (rural
house) that does not comply with any of the country where rural tourism is developed to a sufficient
level.
There is constantly a mix of concepts in the system of rural and other types of tourism which
takes place in rural areas. So often in rural areas develop a system of standard hotels or cottages with
appropriate infrastructure and services rather than traditional «ahrooseli». This may contributed to
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some level of the rural territory but often degrades the whole rural image. Often in such villages arrive
too many tourists that may cause damage to the natural ecosystem.
The financial aspect of rural tourism development is not sufficiently considered by the state. It is
difficult to get the money (even small) for starting a business, building or upgrading «ahrooseli».
Loans from commercial banks are very expensive, a soft loan from the government is almost
impossible for a poor peasant.
There is a problem of image. Speaking of a simple traditional village (without developed
infrastructure facilities, sports or natural beauty) there comes up a problem how to attract tourists up to
there. Ukrainian people often perceive the village as a place to vacation or holiday because many
people from the town have relatives in the village or cottage where they occasionally get out and are
often engaged in agricultural activities there. So these people are not interested to come to rest with
these villages. A traditional village can attract only other relatively small segments of tourists. It
should also be noted that most of the population of Ukraine has no money to get vacation anywhere
and may be interested in a cheap service. A rustic holiday is often associated with something a bit dull.
Foreign tourists who can bring the biggest profit for the rural area are interested only in attractive
natural areas (often ski resorts) and bypass these villages. That is also the problem of improving the
image.
Service industry provides the basic needs of tourists. It is transportation, communications,
healthcare, office items, catering. Trade, communications and catering predominantly developed in
almost all ordinary Ukrainian villages but there is a big problem with health care. The qualified
medical services can be provided in not all localities. The greatest concern is foreign tourists who are
accustomed to receive quality medical care in any settlement of the country. The problem is resolved
in some regions of Ukraine. There are training programs for farmers which offer the basics of medical
care for tourists.
Transportation primarily includes such features as easy access to the village from the nearest
large/regional city, opportunities to travel neighbouring areas and so on. This element can be
interpreted in two ways. For most of tourists easy access to the village and the ability to go at any
moment is very important but there is a certain category of tourists who wants to come to the remote
village away from roads and «civilization» and do not see any vehicles for weeks. To some extent this
applies to all elements of the technical infrastructure. For that part of tourists, the nature is more
important than convenience and service. Therefore even a small abandoned village also has a chance
to attract tourists and make a profit.
Information includes informing tourists in a rural area of recreation opportunities, housing,
interesting events and other things related to rural tourism. It should be specific information panels of
rural tourism that provides information to tourists.
In Ukraine such a network is not very developed especially in remote regional settlements. In
Western countries the role of such information centers often play some local authorities in
area/villages or offices of commercial travel companies. Information panels include basic information
signs and symbols of rural tourism (advertising «ahrooseli») on the roads within the next towns, etc.
It's also not very developed in Ukraine because most «ahrooseli» act illegally or under the guise of
«ahrooseli» is advertised a standard hotel in the countryside.
The additional opportunities for summer fun. It refers to a set of additional recreational facilities
such as ski rental or boats in the village, coach services in a particular sport or organization horseback
riding, etc. For some categories of tourists (especially young people) this part of the infrastructure of
the village is very important because everything else in the countryside is not very interesting for them
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(for example, they came to the village only to ski). Additional services are often well developed in the
mountain villages which are popular among skiers and very popular in some areas (for example the
seaside). This set often gives the largest income for the settlement especially in certain seasons.
Educational opportunities. Organization of tours and traveling around the countryside associated
with historical attractions, interesting cultural sites, natural attractions, etc. It may also include a visit
of national parks and other protected areas to acquire certain knowledge or review. This part of the
service is most interested for only some groups of tourists especially seniors with specific educational
interests or lovers of wildlife areas. This service (especially cultural and historical tours) is better
organized for mass tourism and the person who came to have a rest in a small village is not always
possible to organize it by themselves but in some areas it is possible especially if they use guides or
get some help of local residents. To educational opportunities can be attributed the following aspects
related to rural tourism as ethnographic study area, collecting samples of folk art, cultural tourism, etc.
Ukrainian market of inbound rural tourism is not developed and customer demand is
insufficiently studied. There are a few firms operating in the domestic sector of rural tourism at the
Ukrainian market. For example, according to research in Ukraine, 90% of consumers of rural tourism
products in the Ivano-Frankivsk region do not use the services of travel agents and tour operators for
organizing their travels. In other areas the picture is about the same.
At present a clear political decision to support rural tourism only crystallizes. There are no state
programs and most importantly stable and comprehensive financial support (preferential loans, tax and
other benefits). Initiators and propagators of rural tourism project are mainly NGOs. Much useful done
in the framework of international projects (eg, Ivano-Frankivsk, Ternopil, and other areas). However,
for the formation of the modern sector of the tourism industry it is not enough. The Ukrainian business
has paid attention to the existence of this new direction in tourism that in the future can grow in a
profitable and efficient sector. The first commercial companies working with farms appear and
provide services in this sector.
In some areas the support of the development of rural green tourism is provided by regional and
district authorities. Acquired some experience such as: «boardinghouse», «tour with accommodation
in a traditional dwelling», «Cultural Village», «Countryside» and so on. However, the work in this
sector has just begun and its scope, methods of organization and funding does not allow saying that
rural tourism has real competitiveness in modern tourist industry.
In terms of «price-quality» Ukrainian rural tourism product is not yet able to compete on the
international market. The main focus for the Ukrainian sector should be on domestic tourism that does
not exclude the development of some unique and high-quality tourism products that is specifically
bound to the external market. International experience of many European countries where rural green
tourism has a great development shows that it is mainly domestic tourism sector (eg, Italy, Germany,
France, Poland).
In order to improve the organization of rural tourism and its species such as agro-tourism, taking
into account the significant historical and ethnographic differences and a large area of the country, the
management should include the following areas of rural tourism and its components:
- West (Carpathian) in the Transcarpathian, Lviv, Ivano-Frankivsk and Chernivtsi regions. This
area is noted for especially unique mountain and foothill landscapes. Carpathians have great
recreational resources (mineral water, healthy mountain air, great opportunities for winter tourism and
sports, beautiful nature, the presence of national parks, nature reserves, a large number of unique
monuments of nature – the Synevyr lake, the Dovbush’s rock, Narcissus Valley, etc.) The rich history
of the region especially in agriculture, unique cultural and historical traditions and ethnic
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characteristics (Hutsul, Bukovina, Galicia, Rusyn, Lemko), household structure and organization of
the whole mountain «ahrooseli», crafts, original and interesting architecture are of great interest to
residents of all other regions of the country. This is the place where rural tourism and agrotourism
gained considerable expansion and has significant experience in managing them;
- Polessye in the Volyn, Rivne, Zhytomyr, Chernihiv regions. The nature of this regions has
numerous lakes, forests, mushroom and berry places. Agricultural activity is more pronounced than in
the Carpathian region and is the basis for rural residents. For tourists in the village will be interesting
the leisure opportunities, participation in agricultural work (such as hay), attractive hospitality and
sincerity, interesting ethnic features in the organization of everyday life, folk rituals, etc.;
- Podillya in the Ternopil, Khmelnitsky and Vinnitsa regions distinguished by beautiful nature
of Podolsk Upland, Tovtry, the canyon of the river Dniester, great historical and cultural heritage
(including forts, castles, places of religious tourism), especially rural life and agricultural activities;
- The central Ukraine in the Kiev, Poltava, Cherkasy, Kirovograd regions. Rural communities
traditionally engaged in agriculture and rural tourism is less developed. But the potential for it is very
great – natural, historical and socio- economic. This area is territorial and organizational basis for the
formation of the Ukrainian nation. There are a preserved park and architectural ensembles of the past
(in Trostyantse, Uman, White Church). For tourists will be interesting Shevchenko’s places, places
associated with the activities of other famous people of the country. Feature of the region is the
presence and proximity of potential tourists – residents of Kyiv and foreigners that mainly
concentrated in the capital. Wealth natural and recreational potential, a large number of historical
monuments, revived the tradition. Comparable proximity to major industrial centers contributes to the
development of rural tourism in the Central Region. The region is attractive for all types of rural
tourism and agro-priority recreational tourism;
- Eastern Region – Sumy and Kharkiv oblasts. There is also a beautiful nature, but because of
the predominance of urban life the rural traditions remained lower. Rural tourism will be interesting
primarily to residents of Kharkiv and Sumy;
- Pridneprovye (the Dnipropetrovsk and Zaporizhia regions) is known as the industrial area.
Countryside plays a significant there. Therefore, it can be used as the territory to spend weekends for
the residents of industrial cities. It will also contribute to the revival of Cossack rich history of the
region, customs and traditions;
- the Donetsk and Lugansk regions are also a home to a large number of urban population and
its density is one of the largest in Ukraine - 130-150 people/km2. In such conditions with low solvency
of the population we can expect the demand for low-cost travel services in rural areas including
weekend tours to harvest crops and the provision of environmental friendly and high-quality food
products.
- South Black Sea region includes the Odessa, Kherson, Mykolayiv regions, the Autonomous
Republic of Crimea. The proximity of the Black Sea and Sea of Azov, nice warm climate contribute to
the development of recreation and rural tourism. A huge historical and cultural heritage of Southern
coast of Crimea, beautiful and ancient mountain village is the basis for rural tourism.
In our study we consider the current state of the agro-tourism in these four regions of Ukraine Carpathians, Crimea, the Kherson and Zaporizhzhya regions.
4.1.1 Carpathians
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In Ukraine is formed an official approach to defining the Carpathian region taking into account:
the natural landscape features of the region, ethno-cultural features and advanced features of the
administrative and territorial division of land in the region. On this basis in 1999 was decided to
integrate various public and entrepreneurial efforts Lviv, Ivano-Frankivsk, Transcarpathian and
Chernivtsi regions in order to develop a holistic competitive recreational and tourist complex in the
Carpathian region. The Carpathian region of Ukraine is composed of four administrative areas within
the mountain system of Ukrainian Carpathians.
Green tourism and eco-tourism is a prominent tourism sector of the Carpathian region. The
Carpathian region should be regarded in aspect of territory administrative regions.
Lviv – is one of the biggest tourist destinations in Ukraine which has an area of 21.8 thousand
km2 (3.6 % of Ukraine). In size it ranks 17th among regions of the state. The population of the region
on 1.02.2011 was 2,525,532 persons (rural - 1,002,460 people), the population density – 116 people
per km2. There is high forest cover, more than 400 objects of nature conservation, including Sanctuary
«Roztochya», National Parks Yavorivskyi and «Skole Beskydy», 23 nature reserves, 240 natural
monuments, 55 parks – monuments of landscape architecture. There is a potential for the development
of agro-tourism in the villages of Maidan Urich, Krushelnytsya, Pidhorodtsi, Korchyn, Sopit, Zavadka,
Rosokhach, Sychiy potik.
The Ivano-Frankivsk region has an area of 13.9 thousand km2, which is 2.3 % of Ukraine. The
population of the region on 1.02.2011 was 1,376,891 persons (rural - 785,876 people), the population
density - 110 people per km2. In the Ivano-Frankivsk region there are 147 protected funds. Among
them there are large mountain forest reserves «Sadku», «Dzhurdzhivskyy», «Kniazhdvir», «Skeet
Manyavsky», the largest in the Carpathian National Nature Park and the National Park «Hutsul», State
Reserve «Gorgan». There are the most famous resorts: lowland Kosiv, Tatar, Yaremcha, Vorohta and
balneomud foothill Cherche.
The area of the Transcarpathian region is 12.8 thousand km2 (2.1 % of Ukraine). The
population of the region on 1.01.2011 was 1,244,678 persons (rural - 786,029 people), the population
density - 100 people per km2. Transcarpathia is one of the richest historical and cultural monuments of
Ukraine. In total the region has about 415 protected fund of the total area of 1.54 thousand km2.
Among them there are International Biosphere Reserve «Eastern Carpathians», Carpathian Biosphere
Reserve, Carpathian National Nature Park, «Synevyr», 38 preserves, 349 natural monuments, 160 spa
resorts and guest houses, holiday homes and tourist hotels.
The Chernivtsi region has good prospects of rural tourism. The beauty of Carpathians nature,
ethnographic possibilities, hospitality of the local population is the main determinants of rural tourism
development in mountain areas. There are 286 protected areas and facilities including 7 Sanctuaries, 8
natural monuments of national importance and 136 natural monuments, 40 parks - monuments of
landscape architecture and 39 natural reserves of local importance in Bukovina.
Traditional labor surplus in mountain and foothill areas of the region - Storozhynets,
Vizhnitsky, Putyla areas - defines crafts and tourist recreation organization in the Carpathians as a
priority economic development in this region. These regions also hold the primacy of the number of
private farms of rural tourism. Today that number is over 75.
Co-financed by the German company the project «Creation of preconditions for the
implementation of the cluster model of eco-tourism farms in Bukovina» has been developed. It is
within the project 21 new «ahrooseli» were created, designed routes «Raisins of Bukovina», «Walk
the paths of the old Slavic Bukovina».
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In Ukraine most tourists choose Carpathian village: Yablunitsa, Tatar, Verhovina, Lazeshchyna,
Vorohta, Yasinya, Skole which are located in the most picturesque areas of the Carpathians. The cost
of the holiday is often understated. For example, a week-long vacation with breakfast and dinner costs
only $250-350, while a week in the European countryside is an average of EUR 700-800. In Lithuania
you can rent a house in the village for EUR 60-75 per day.
A distinctive feature of both - the world and Ukrainian rural tourism is functioning without
intermediaries. The only advertisment for yards which take tourists are stories of people who have
been there as well as ads on specialized sites.
There are other causes of rapidly developing rural green tourism in the Carpathians. Firstly,
Western Ukraine adopted appropriate experience from Poland and Romania where green rural tourism
rapidly develops. Besides, there is often simply no other work in mountainous areas. Therefore, people
use the smallest opportunity to make something especially if someone in the area is already dealing
with something similar.
As for the Carpathian region only in Ivano-Frankivsk region more than 500 private estates deal
with green tourism. Most are located in Kosiv, Verchovyna, Yaremchanski and Rozhnyativ areas.
Very popular areas for recreation are around Slavska near Lviv, where there is powerfully developed
rural green tourism. In general, in the Lviv region, there are about 200 «ahrooseli», the biggest quality
of them in Skolivsky district.
The rural tourism depends on seasons: summer is a season for «ahrooseli» in the Crimea and
some «ahrooseli» in the Carpathian Mountains, winter is the season for the Carpathian «ahrooseli».
Very few «ahrooseli» develop services for the off-season which could attract tourists all year round.
In 2011 the NGO «My house - Karpaty» (Ivano-Frankivsk) conducted a number of activities
within the project «Library as a center of rural tourism in mountain areas» with the support of anticrisis program of the International Humanitarian Fund «Revival», organized for farmers training.
4.1.2 Crimea.
Green tourism in the modern sense is originated in the Crimea in 1995 after the Law of Ukraine
«On tourism» in which environmental (green) tourism was legalized as one of the types of tourism.
After 18 years we can say that green tourism in Crimea is still in its infancy. This is confirmed by the
situation in the tourism sector. A significant number of Ukrainian tourists (97%) did not consider the
Crimea as a place of green tourism. In Crimea with the rural population of 730 thousand people,
function a few rural tourism farmsteads, the majority of which are in the central area of the Crimea
(the Simferopol, Bakhchisaray, Belogorsky, Kirov regions). North and north-western regions of the
Crimea is a tourist desert - there are almost absent rural tourism.
«Green» tourism on a peninsula offers a standard set of services: an accommodation in a rustic
house, food (mostly ethnic cuisine), bath, observation of pets and their feeding, walking or horseback
riding along the outskirts of the village, hunting, fishing, harvesting, traditional classes crafts.
However, even cooking for guests, not to mention the other services, does not suggest a quarter of
estates. Quality of service does not meet their cost, although 95 % of the tourists say that they have a
happy holiday. This kind of eco-tourism in Crimea rather should be called a «rustic hospitality». There
is a lack of tourist infrastructure (transport connection, normal roads, parking lots, drainage, hot and
cold water, etc.). In this case rural hospitality could be seen as the first stage of the development of
green tourism.
In 1998 in the Crimea was organized the first NGO to support green tourism – Union for
Promotion of Rural Green Tourism. The main goal of this organization was to promote recreation in
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the countryside. Achieving this goal is planned to be carried out by solving a number of problems
including: the revival and development of folk in the Crimea, promoting social development of the
village, protecting the environment and settle the environmental problems of peninsula, teach to
respect the beauty of the native land.
Since 2006 there is the Association of Crimean rural tourism. First Republic (official) program
of development and support of green tourism in Crimea was adopted in 2007 under the Cabinet of
Ministers of Ukraine dated 03.07.2006 «On approval of a plan of state support for the development of
rural tourism in 2006-2010». According to this program the development of eco-tourism in Crimea the
Republican Budget supposed to allocate UAH 1,280,000 [Ordinance of the Verkhovna Rada of the
Autonomous Republic of Crimea 19.09.2007, # 572-5/07 «About program of rural development and
rural tourism in the Autonomous republic of Crimea in the Years 2007-2010»]. In the four years is
planned an increase in the number of registered rural households for 250 units which will be organized
as «ahrooseli» for tourists and an increase in the number of farmers, registered entrepreneurs who
created a mini-hotel for 150 units.
Within this program in several districts of Crimea were prepared their own programs of ecotourism. Unfortunately, for various reasons all the Program activities were not fulfilled and most of
them were assessed by owners of rural estates (in terms of effectiveness) at a low rate. But the mere
appearance of such a document type as a program support confirms the interest of the state in the
development of eco-tourism in Crimea.
Promoting the development of rural tourism in Crimea at the state level provides by:
- the Supreme Council of the Autonomous Republic;
- Ministry of Resorts and Tourism;
- Ministry of Agrarian Policy of the ARC.
Organized and run public organizations which unite the rural estate:
- Black Sea union of rural tourism;
- Crimean Association of Rural Tourism;
- Slow Food of the Crimea.
The above organizations determine rural communities to focus more on the improvement of
rural settlements, transport infrastructure reform, restoration of local cultural institutions,
environmental cleanliness of the environment and the solution of urgent social and economic problems
of the village through additional revenues to the budgets.
4.1.3 Kherson
The uniqueness of the steppe in the Kherson region is sufficiently discussed today by
professional tourism industry. A great interest is creating for children and families in the style of an
Indian village known as the farm «Belozerye» (Belozersky district), etnostylistyka and animation of
«Chaika» (Golopristansky district), presentation of detailed developments of exotic diving school in
the village Khorly (Kalanchak district) and national culinary workshops in Kalanchak «Pearl».
Development of recreation in the style of «Desert Island» called «Bird Island» offers striking exotic
natural features and an environmental component. In Chaplinka (Askaniya Nova) the «ahrooseli» of
Lyudmila has amazing perfection and is marked not only by the presence of exclusive dishes but also
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a set of branded services. The language dialect in Hryhorivka (estate «Sivash breeze») in Chaplinsky
area will also be interesting.
Adopting experience of Britain in the tourism market allowed to systematize the idea of rural
tourism in a new way in the region. There were proposed such images for «ahrooseli»: v. Tokarevka,
estate «Belozerye» - «Dnepr is the best in any weather!»; Hola Pristan town, «ahrooseli» «Seagull» «The soul equilibrium and positive attitude to the life»; «ahrooseli» «Nicole» - «Fantastic fishing
village idyll,» «ahrooseli» «Oberig» - «Discover Kherson for yourself »; «taste of Poltava in
Varenichki Kalanchak», «Feel the Ukrainian sincerity and positive energy»; «Feel the life with a touch
of the sea and others.
One of the most active local organizations, which for many years have been making sustained
efforts towards the promotion and development of rural tourism as a form of economic activity in
Ukraine is the Kherson NGO «League of Business and Professional Women» which was established
in 2001. Since its inception of the League performs coordinating functions and organization of the
implementation of many projects with the assistance of international funds and developed and
undertook a number of educational and other activities in the field of rural tourism.
Thus, under the «Business incubator to develop eco-tourism in the Tauride steppe culture» they
introduced a training module with five cycles of seminars focused on the development of rural tourism
in the Kherson region which attended 120 people and received certificates of completion. A 25 rural
tourism «ahrooseli» were created. A textbook «Green tourism from «A» to «Z». A system of
categorization of estates - green tourism «Cauchy Tavrii» or «Crib of Tavriya».
The project «Overcoming unemployment and development of women's entrepreneurship in
green tourism» (2008) introduced a training module which contains five steps considering
entrepreneurship and rural tourism. Participants of the training module - 73 women who lost their jobs
were trained and received certificates and a chance to open microbusiness by using its own resources.
Also, 300 people received information how to plan and manage in rural tourism.
The project is supported by the Ukrainian Women's Fund. The project «Promotion of
employment among rural youth and entrepreneurship development in rural green tourism» (2009 ) was
aimed at solving the problem of unemployment of rural youth by starting a business in a rural green
tourism. The project was a basic training module for the development of this area and helped to
become a self-employed for rural youth in the area.
In the pilot project of anti-crisis «From hopelessness - to action» (2009 - 2011 years),which was
developed in cooperation with experts of regional employment center were introduced the training
courses in «Basics of Garden and Landscape Design» for unemployed women who lost their jobs due
to the crisis, owners of estates. Four individual training courses (70 hours each). Fifty women received
new skills of gardening and landscaping skills. Courses and are currently ongoing.
Thus, in 2007, Kherson Regional State Administration adopted (resolution number 1227 of
17.09.2008 ) regulations on the voluntary categorization of private households engaged in rural
tourism according to the system criteria «Cauchy Tavriya» in the Kherson region. For the definition of
the symbol was selected a «basket» and the quality of farms counted from one to five baskets. Named
system was never implemented in practice and Regulations lost power.
Due to a participation of the League in number of projects and programs in the Kherson region
and its active cooperation with state and local governments there had been taken a number of
important measures, including:
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- in the strategic plan of the Kherson region till 2015 for the first time was introduced as
operational objective the development of industry of rural tourism;
- the specialized system of categorization of rural households was engaged in rural tourism
called «Cauchy Tavrii» which is recommended for use by state executive in the field of tourism;
- created Regional Business Incubator of Rural Tourism in Kherson;
- conducted business polygon «Taurian litnyk», give the start for farms «Belozerye», «Red
Lakes», «Kalina Islands», «Generous spring», «Zbur'yivski spawn» and so on.
There was suggested a sole strategy «Kherson - the center of Ukrainian Black Sea, the standard
of integrity and purity, the European center of the unique steppe culture, sustainable economic
development, quality of life and hospitality of the inhabitants».
According to the educational activities the real quantity of «agroosel» has been increased by 29
units. Seminars and trainings covered more than 200 people from rural areas of Kherson.
4.1.4 Zaporizhzhya region
Taken together a variety of factors such as resources, environmental, economic, political and
several others that determine the development of recreation and tourism industry one can distinguish
the main which is resources since it determines the feasibility and effectiveness of recreation and
tourism in the area through the mobilization complex of man-made and mainly natural resources.
At the national accounting there are 8031 historical cultural monuments including 1677
monuments of history, 6276 monuments of archaeology, 78 - monumental art.
To the State Register of Cultural Heritage of Ukraine belong 18 region sites, 8 archaeological
monuments (monuments of national cultural heritage - the remains of settlements, burials, mounds,
burial mounds Rope-Grave and the Popovsk tomb in Berdyansk district; Kulyab-Grave in
Michajlovske; Solokha and Mamaj mountain in Kamyansko-Dnieper, Cymbals graves in
Velykobilozerskomu areas and archaeological complex of monuments «Bald Mountain» in Vasilevsky
area and four places of the history (including the Dniproges).
Three Parks: National Park «Khortytsya», state historical and cultural reserve «Stone Grave»
(Melitopol), historical-architectural Museum-Reserve «Manor of Popov» (Vasilevka).
The Zaporizhzhya region has a unique economic and geographic position. Southern border is
washed by the Sea of Azov. The coastline within the area is more than 300 km. The river Dnepr (the
third largest river in Europe) covers the north- western part of the region and has Kahovsky and
Dnieper reservoirs, three medium-sized rivers (River Molochna, Konka, Haychur) and 118 small
rivers with 28 reservoirs and 849 ponds.
Spa and recreation areas constitute almost 15 % of the area. Within the region are explored and
used mineral water and mud almost all known spa types. In health and medicine purposes is widely
used wax and speleotherapy. According to the Cabinet of Ministers of Ukraine from 28.12.96 # 1576
the next regions are attributed to the resort areas: p. Novokonstantynivka with. Stroganovka (the Azov
region), Primorsk, Kyrylivka (Yakymivskyy district). According to the law adopted by the Verkhovna
Rada of Ukraine of 11.01.2005 # 2305 -IV; Berdyansk city has received the status of a resort of
national importance.
The Zaporizhzhya region has 310 territories and objects of protected areas including national
reserve «Khortytsya», branch of the Ukrainian Steppe Reserve «Stone Tombs». Within the reserve
Project funded by the
European Union
«Khortytsya» is located the state geological reserve «Dnipro Rapids» total area of 1,383 hectares
which belongs to the natural reserve fund of Ukraine. A unique feature of the island – are its
landscapes which include all geographic areas of Ukraine - from the steppe to the mountains. From
1052 species of plants 657 belong to wild, 11 of them listed in the Red Book of Ukraine, 41 - relict
and endemic plants.
There is a Conservation Area «steep Kakhovsky reservoir « area of 522 ha and «Tract
Bilozirske « 390 hectares to be created.
Ethnic and cultural potential: there are nine regional centers of Cossack organizations
numbering over seven thousand Cossacks. There is a regional target program aimed at introducing an
effective mechanism for cooperation between government and Cossack community organizations to
develop historical, patriotic, spiritual and cultural traditions of the Cossacks.
Traditionally in Zaporizhzhya were held cultural events of international and regional
importance. The development and promotion of amateur art: All-Ukrainian Festival of Performing
Arts («Khortytsya Chords», Regional round of folk dance of P. Virsky, Festival Brass and pop music
«Tavriysky trumpet» in Melitopol, festival of children's pop art «Top Top» in Berdyansk),
International festival («Jazz forum» in Berdyansk, spiritual singing in Zaporizhzhya, Film Forum
«Brigantine»); regional festival «Poetic May». There are nationwide art events «Ukrainian napkin» of
Ukrainian folk mistress Vera Royik and «Towel of the national unity». Such national measures may
serve as an additional incentive for eco-tourism enthusiasts to choose the Zaporizhzhya Region area.
In the region acts the department of tourism of Zaporizhzhya Regional State Administration
which is implementing the state policy in the sphere of culture and arts, cultural heritage, tourism,
resorts, preserving and developing the traditions and culture of the Ukrainian nation, ethnic, cultural
and linguistic identity of people and national minorities. It is involved in international projects in the
field of culture, tourism, resorts and Cultural Heritage. It organizes and conducts national and
international exhibitions, fairs, methodical and scientific seminars, conferences and more.
In the Zaporizhzhya region there are such tourist information centers:
- Zaporizhzhya regional tourist information center in «Zaporizhzhya Regional Museum». There
one can find the information about the houses of Rural Green Tourism in the Zaporizhzhya region (31
«agrooseli»). It gives tourists a variety of additional services (http://www.zotic.zp.ua/);
- Berdyansk tourist information center based on private enterprise «Agency of Travels Sport
Plus»;
- Berdyansk electronic tourist information center (http://www.kurort-berdyansk.com/);
- Tourist Information section «Vasilevsky center of culture and leisure» (Vasilevsky district);
- Regional Tourist Information Center (Melitopol district, village Mirnoe);
- Azov Tourist Information Centre at the Azov district museum.
Department of Culture and Tourism of the Kuibyshev district administration prepared 7 leaflets
about tourist sites and routes developed - Kuybyshevsky area and route to local battles of the 18th
Army in the villages of Green Grove, Oleksiivka and Smirnov. The district of Local History Museum
suggests new tourist excursions taking into account the nature reserve fund of historical and cultural
sites under the name «The uniqueness of south steppe». Tourist facilities are widely used for
organizing and conducting summer travel and health campaigns. In the central district library the
Project funded by the
European Union
permanent tourist information booth is situated where one can get some information about attractive
tourist facilities of the district and the region.
Although according to the Department of Culture and Tourism in Zaporizhzhya region 31
private agrooseli take guests but actually it is outdated information, some estates are closed and some
are opened. According to our observations, the number of houses that unofficially host guests a lot
more, especially in the coastal areas of the region. This is typically not the museum clay cottages and
modern renovated houses. Some two or three stories with a restaurant, sauna, billiards. They look
more like mini-hotels. The number of houses that are specially decorated in ethnic style just a few.
Unlike Western Ukraine the green tourism in the Zaporizhzhya region is at an early stage of
development. Neither the authorities nor the population are not ready, says the head of Zaporizhzhya
Union for Promotion of Rural Green Tourism Natalia Bernaha.
Green tourism in the Zaporizhzhya region offers visits to local attractions such as national
historic-archeological reserve «Stone Grave» in Melitopol, State historic-architectural MuseumReserve «Manor Popov» in Vasilevka, grave of Cossack chieftain Ivan Sirko, location of
Hortytskkoyi, Tomakivsky, Pokrovskoyi and Chortomlyk Sich at Nikopol. It organized the
hydrotherapy with healing springs and mud of Azov therapy. It is possible to hunt ducks, hares, foxes
and wild boars in hunting areas, especially in Kuibyshev district.
Department of Culture and Tourism of Zaporizhzhya Regional State Administration,
Zaporizhzhya Regional Tourist Information Centre and the NGO «Zaporizhzhya Regional Tourist
Association» jointly issued the «Tours of Zaporizhzhya» dedicated to the European Football
Championship in 2012, where one can find dozens of hiking trails to different places of the
Zaporizhzhya region. The time of traveling and the language of the tour are indicated as well as travel
agency where one can book this excursion.
In the summer of 2012 in Tokmak opened the scenic estate «Ukrainian court of nineteenth
century» with a smithy, a water mill, a pond, a windmill, a stylized church, museum items of the
nineteenth century. It attempts to collect all the crafts that were in the Southeast region, a collection of
towels for wedding ceremonies, folk traditions of healing with herbs. There were organized workshops
on embroidery, woodcarving, basket weaving, blacksmithing. Also you can live in an old village and
sleep on the stove, take part in vechornytsyah.
Fishing tourism as a form of greet tourism is very popular in the Zaporizhzhya region. It is
organized at the Sea of Azov (Azov and Berdyansk district), on the Dnieper River and specially
stocked ponds throughout the area. In vil. Saltychiya of the Chernigov region there is a big complex
established for fishermen. There is parking, cabins for accommodation, a comfortable place for fishing
carp, grass carp, silver carp, catfish.
The Azov region is unique in its possiblility to combine rural tourism with the rest on the
seaside, fishing, treatment and tours. Novokonstantynivka has the «Sea Breeze»: resorts of hot spring one of the wonders of the Zaporizhzhya region. Foreigners and citizens are happy living in a rural
estate where in the morning you can see how people milk cows, drink fresh milk, and then head out to
sea, catch the bullfish, swim, eat soup for lunch and pick up for yourself a watermelon in the garden.
Accommodation costs are only 40 hrn., homemade 3 times meals cost 100 hrn.. In a vil. Chkalovo of
Azov district the home of the world famous traveler Fyodor Konyukhova was renovated. Tourists
from different countries stop there, even more foreigners among them. This year will work route «the
small homeland of Konyukhov». It may be one of the most popular trails in the area. In Melitopol area
one can relax near by the river, in the woods: Estate «Rose Alley» in v. Mirnoe, «Pine Amber» in v.
Sosnivka.
Project funded by the
European Union
A promising eco-tourism direction in the Zaporizhzhya region can be the rest near apiaries and
the rehabilitation there. The applicable apitherapy and sleep on the hives can be used. The
Zaporizhzhya region has long been famous for honey and bee products that are useful for the treatment
of many human diseases. Melitopol in Greek means «honey.» Sergey Usenko, a villager from Small
Tokmachka that in the Zaporizhzhya region in cooperation with scientists from Zaporizhzhya State
Medical University conducted research on health in the apiary. The results were stunning: the pressure
is stabilized and it helps the treatment of respiratory tract. The Manor of Sergey Usenka «Honey
House» has an apiary with 270 hives, wooden house for sleep and treatment. Guests also can live in a
traditional house, located nearby. There are seeded honey and medicinal herbs that are very fragrant.
You can also just walk around the garden apiary, breathe, to become healthier in the houses on the
hives. You can twist medogonku and get yourself your own sweet honey. There is a physician staff
who will consult you with apitherapy. There is a very well designed website of the estate where one
can find such information that the owners have been trained at the Kiev National University of Life
and Environmental Sciences of Ukraine under the «Green tourism» program.
There are etnohouses in the Albanian and Bulgarian style in the Primorsk region but this trend is
not very popular. If we want that the green tourism really develops we must convince the local
government that green tourism actually helps self-employment and rural development. We should also
promote the green tourism among the rural population.
The trainings were conducted for the unemployed persons in the placement service. Experts
talked about the green tourism, gave examples, organized study tours to the owners of agrooseli in
Kherson, Bakhchisarai. Today it is possible to get free education in Kiev under the state program
«rural green tourism». This year in Zaporizhzhya region were trained 3 people, 2 will go on courses in
the summer.
The problem of rural tourism in Ukraine is the lack of local development programs in this area,
lack of communication and socio-technical infrastructure in the regions. Also hindering the
development of eco-tourism in Ukraine the tough business environment, the lack of legal protection
and preferential loans, tax burden. Agrooseli work mainly in summer, so there is no sense for farmers
to become private entrepreneurs and paying taxes and fees all year round.
4.2 Legislative regulation.
New perspectives for the development of this activity will provide the Law of Ukraine «On
rural ecotourism», the project of which was registered in the Verkhovna Rada of Ukraine. In the first
draft of the Law of Ukraine are legislated such terms as «eco- village», «rustic ecotourists (traveller)»,
«services in rural ecotourism» and others.
The positive thing for the development of agro-tourism at the regional level is the definition of
responsibilities of local authorities and executive authorities in the field of rural tourism as well as
sources of funding for this activity. A separate section in the draft law is dedicated to the features of
taxation in rural tourism. Thus, it is proposed to exempt farmers that provide tourists stay in their own
homes up to 8 people. But under current law the tax issues are governed by the laws of taxation. We
consider it appropriate that the issue of taxation of rural ecotourism will take into account in the Tax
Code of Ukraine.
Legal status of rural tourism in Ukraine is not defined, and it is a challenge to the development
of this activity as workers often understood the definition of rural tourism differently and mean
different things. And also a lack of clear legal framework hinders the creation of economic
development strategies of this type of tourism, support programs and assistance.
Project funded by the
European Union
Green tourism is a legitimate activity. Green tourism is recognized as a separate form of tourism
development which has a priority in the state policy (articles 4 and 6 of the Law of Ukraine «On
Tourism», # 324 from 15.09.1995, the right of private households engaged in rural green tourism is
defined in Article 1 of the Law of Ukraine «On a personal farm», # 742 from 15.05.2003).
Green tourism as an activity that is not related to business, including the provision of
accommodation and food for tourists. These services can be provided by any person without additional
permission. If you want to show tourists some local attractions or natural sites then you require special
education and permission to provide these services (travel support).
Key problems in the legislative and legal issues of green tourism in Ukraine can be defined as
follows:
- undefined legal status of green tourism;
- bureaucratic procedures for inspection and registration;
- most part of the «black market»;
- poor incentive for the development of green tourism, in particular, no special line of soft loans
for small homes. It is difficult to find money to start or expand businesses;
- lack of experience of owners in legal and legislative matters;
- difficult to get legal advice.
4.3 Formal and informal standards for green tourism.
There is a national system of standardization in the field of tourism in order to protect the
interests of consumers and the state, to provide security, life and health, protection of property and the
environment; to provide classification of tourism resources of Ukraine that ensures their protection,
the establishment of maximum permissible loads on the cultural heritage and the environment,
improves the quality of goods and services to meet the needs of consumers, ensures the safety of
tourist visits, taking into account the risk of natural and man-made disasters and other emergencies,
interchangeability and compatibility of goods and services, their unification.
Regulations on standardization in the field of tourism can be divided into:
- common standards that are implemented in all spheres of public life and the economy (eg,
standards containing requirements for the construction and operation of capital construction, industrial
and food products, sanitary requirements for water quality standards for quality control of production
processes, etc.);
- specific standards for the production and provision of tourist services.
Ukraine has introduced a voluntary labeling in the field of rural tourism «Ukrainian guest
house». It has four categories which are indicated by appropriate signs. A sign «Ukrainian guest
house» includes the composition of the phrase in the Ukrainian language - «Ukrainian hospitable
farmstead» and in English – «Ukrainian guest house» and graphic symbol, which depicts a Ukrainian
hut. The hut has one, two or three flowers.
The sign has four categories of accommodation:
- basic (lowest ) - denoted without flowers;
Project funded by the
European Union
- first - a flower;
- second - two flowers;
- third (best) - three flowers.
A sign entitles farmers to report about an appropriate quality housing and services level in
advertisements and set fee that is compared with its category. This sign is available in the Union for
Promotion of Rural Green Tourism in Ukraine and can be used as a marketing tool to increase the
popularity of the house.
A sign «Ukrainian guest house» is provided to the houses that meet certain requirements. A sign
granted for a period of two years, as certified by the appropriate certificate.
On January 1, 2012 84 estates from 16 regions were certificated:
- basic (lowest) level - 46 estates;
- first - 10;
- second - 17;
- the third (top) - 11.
The program of voluntary categorization in rural tourism «Ukrainian guest house» (hereinafter the «Program») and demands for it made on the basis of the Law of Ukraine «On tourism»,
international standards for tourist excursions and similar standards of countries that are the members
of the European Federation of Agriculture and farm tourism - EUROGITES (Austria, Ireland,
Germany, Poland, Hungary, Sweden, Switzerland, Czech Republic).
Requirements for voluntary categorization are developed in accordance with the requirements of
ISO 4268:2003 «Touristic services. Accommodation facilities. General requirements», regulations and
basic standards of individual and collective non hotel accommodation facilities of European countries
and Ukraine.
Objective: development of different forms of settlements in rural estates, improving the quality
of integrated tourist services, providing accommodation services and to promoting rural development
in Ukraine.
In developing of this program were included the following regulatory legal acts:
- Law of Ukraine «On Tourism», # 324/95 of 15.09.1995;
- Law of Ukraine «On Personal farm», # 742 from 15.05.2003;
- Law of Ukraine «On Protection of Personal Data», # 2297 of 01.06.2010;
- Resolution of the Cabinet of Ministers «On approval of the provision of temporary
accommodation», # 297 of 15.03.2006;
- Resolution of the Cabinet of Ministers «On approval of the rescue measures at the sites of
tourist visits», # 507 from 27.05.2009;
- Order of the State Tourism Administration and the State Statistics Committee «On approval of
the method of calculating the volume of tourism», # 142/ 394 dated 12.11.2003;
Project funded by the
European Union
- GOST 12.1.003-83 SSBT. Noise. General requirements for security;
- GOST 12.1.036-81 SSBT. Noise. Appropriate levels in the premises and buildings;
- GOST 12.1.004-91 SSBT. Fire Safety. General requirements;
- Standard 17.1.3.13-86 Nature protection. Hydrosfera. General requirements for the protectoin
of waters from pollution;
- GOST 2874-82 Drinking water. Hygienic requirements and control of quality;
- GOST 28681.1-95 Tourist-excursion services. Designing of tourist services;
- GOST 28681.2-95 Tourist-excursion services. Tourist services. General requirements;
- GOST 28681.3-95 Tourist-excursion services. Requirements for safety of tourists;
- GOST 30523-97 Services of the public nutrition. General requirements;
- DBN 360-92 Urban Development. Planning and development of urban and rural settlements;
- DBN V.2.2 -9 -99 Buildings. Public buildings and facilities. Key provisions;
- ISO 4268:2003 Touristic services. Accommodation facilities. General requirements;
- ISO 4269:2003 Touristic services. Accommodation facilities. Classification of hotels;
- ISO 4527:2006 Touristic services. Accommodation facilities. Terms and Definitions;
- SNIP 2.04.01-85 Inner water supply and sewage;
- SNIP 2.04.05-91 Heating, ventilation and air conditionin;
- SNIP 11-12-77 Sanitary standards and rules. Protection from noise;
- SNIP 23-05-95 Natural and artificial light.
The Sign provided for a period of three years and certified by the appropriate certificate. This
sign can be used as a marketing tool to increase the popularity of the house.
The categorization of accommodation is on a voluntary basis and at the request of the owner of
accommodation or persons authorized by him. The owner adds the application with characteristics of
estate and house plan. The quality of accommodation services for the average consumer in rural green
tourism is inseparable from environmental factors. Only a Ukrainian village is currently able to
provide residents of big cities who are the main target group of consumers of tourism services in rural
areas of Ukraine with an eco-friendly holiday.
Environmental component of quality of rural tourism is very important, because in the minds of
most potential users the holidays in the countryside are associated with an outdoor recreation and
provides a clean and attractive environment, organic food, eco-oriented recreational activities. No
wonder that rural tourism is often also called green tourism. The vast majority of agritourism farms
have a significant environmental component in the structure of its services. Accordingly the quality of
this component requires an evaluation system that is clear to the consumer.
This system of evaluation of environmental quality of rural tourism was introduced by Union in
2004 – a system of environmental labeling of estates «Green farmstead». It is developed by using the
Project funded by the
European Union
proven European models and fitted to the specific conditions of Ukraine. It aims at such a way of
existence and maintenance of the house and its guests which has no damage to the ecological
environment or even improves it. «Green farmstead» draws attention of primarily environmentally
oriented tourists who make up the majority of developed European countries and are becoming an
increasing trend among our countrymen. This leads to the popularity of eco-labels to owners of
estates. Every year in Ukraine the number of marked estates increases and today there are 58 estates
from 7 regions which received a certificate: the first (lowest) level - 50, the second level - 8, the third
(top) - no farmstead.
Briefly describing the content of gradation of environmental quality of signs «Green farmstead»
at a various levels one can in the following ways:
- the mark of the first level shows that the estate operates in a such way to minimize damage to
the environment;
- the mark of the second level shows that the estate owners are making an active effort to
improve the ecological state of the environment;
- the mark of the third level defines ecologically sustainable and environmental protection
activity as a basic component of rural tourism services provided in that farm.
The procedure of environmental labeling must be completely voluntary and conscious choice of
the owners of farmsteads. Certificate and mark «Green farmstead» provided for a period of 2 years.
This mark may increase the popularity of the estate among environmentally-conscious tourists. Sign
provided by the Union for Promotion of Rural Green Tourism in Ukraine and can be used as a
marketing tool.
For the owner of the sign its attractiveness is provided by two main factors: increased demand
from tourists and primary promotion of its services to the market associations and government
agencies. The first of these factors (an increase in demand) today works mainly regarding to foreign
consumers that are welcome guests in Ukrainian villages due to their high culture and solvency. But
unlike European tourists most of them prefers holidays in environmentally labeled homes the prestige
of mark «Green farmstead» in the domestic consumer must yet to be earned. So it is required the joint
efforts not only the government and the public but also the owners of estates. As for market promotion
the effectiveness of this process depends largely on environmental labeling consistency with high level
of tourist services. Only quality services may be the subject to the marketing efforts.
It should be noted that similar schemes in European countries have a lot in common because of
the unique approach to environmental labeling as a factor that supporting and promoting sustainable
development. This is confirmed by the similarity of the main sections of environmental certification
requirements. These usually include: reducing the harmful effects of agro-tourism on the environment,
saving resources, maintaining traditions and crafts, support the local economy, the development of
environmentally-friendly forms of entertainment and recreation. According to the same principles built
the certification scheme for the sign «Green farmstead». In the future the we need to integrate the
various European systems of eko-marking in one international. Such a combination will make it easier
for consumers and agencies to figure out in lots of different characters as well as significantly increase
the credibility of a single international mark. It is obvious that respect for the character (and
consequently the market demand for it) are directly dependent on the stability and credibility of the
organization that introduced it.
Initially, the ongoing efforts may not immediately give a significant economic (not to mention
environmental) effects so you should be patient and look into the future. Today for farms the
Project funded by the
European Union
effectiveness of investing money in ekomarking is not always obvious because environmental
certification procedure is not cheap and must be payed now and the result (whether it increase the flow
of tourists) is unknown. The fulfillment of environmental standards also requires some spending that
leading to an increase in the cost of tourist services. But not everything can be measured by monetary
units only. Understanding the economic difficulties on the first steps of introducing of environmental
labeling the Union aims to search for alternative sources of funding of certification procedures. Today
the certification process have passed 35 farms from 7 regions of Ukraine, 24 of them received the sign
«Green farmstead» of Level 1 and 3 estates of Level 2. This was done free of charge for owners.
The Environmental certification program for «Green farmstead» is completely voluntary. It is
also independent from the quality certification of an accommodation and shows only an
environmentally friendly method of farming. Sometimes the improvement of comfort of an
accommodation may even conflict with environmental requirements, in particular the cost of
electricity and water or use of household chemicals. But there is a considerable demand for holidays
with «traditional folk» style.
Dwell on those requirements the failure of which often becomes an obstacle to getting the mark.
Most often it is the use of pesticides in horticulture and gardening. Despite all the assurances of the
manufacturers of such substances they are inconsistent with the concept of organic foods as well as
causing considerable damage to biodiversity of the environment. So we have to choose between
increas of potato yield and environmentally friendly way of managing "Green farmstead".
Another requirement that is not always done today is to have a document from sanitation centers
about the conformity to state drinking water standards. Note that this statement will still have to get
everyone who officially takes the tourists.
Besides sometimes it becomes a problem of dump on the estate territory or next to it. The
owners of farmsteads who tend to be the most active and progressive villagers have to take care of a
clean environment. As can be seen the discussed obstacles are not insurmountable and the execution of
these conditions does not require large investments.
To systematize quantitative and qualitative indicators of levels of households in rural tourism
services in the Kherson region there was formed the procedure of categorizing of individual farms.
There was created the system of criteria «Cauchy Tavriya». The procedure is aimed at promoting
relations with normative regulation of differentiation in rural tourism as a form of economic activity
for those who provide the temporary accommodation and hotel services in rural areas.
The lack of awareness of citizens about regulatory activities in a temporary accommodation
results in incorrect interpretation of their actions and violations of the law that negatively affects the
social and economic status of settlements. In particular this applies to settlements that are located in
the coastal area of the Kherson region where under the guise of rural tourism work mini-hotels that are
located in the countryside. Thus, the local and state budgets do not receive the funds necessary to
ensure the improvement and development of local infrastructure and more. Categorization procedure is
voluntary and is based on the application of the holder of a farm. Thus, the program enables local
governments to obtain justification of separation of rural tourism.
Quantitative and qualitative indicators of farms that provide services in rural tourism are divided
into five categories: farm «one basket», «two baskets», «three baskets», «four baskets», «five
baskets».
1 category Farm «one basket»
Project funded by the
European Union
The farmstead with the yard and garden. Simple home. At least one separate bedroom with not
less than 12 m2 with furnished living space. A gas stove or wood, coal, fuel oil oven. An external WC.
A summer shower. WC and a shower used by other guests and a host family (over 10 people). Storing
food in the refrigerator, cold basement. Kitchen utensils. An infant cradle on request.
2 category Farm «Two baskets»
The farmstead with the yard and garden. Simple home. Rent a furnished living area with a
separate bedroom (at least 12 m2 ) and a living room/kitchen with comfortable chairs, beds. A gas
stove or wood, coal, fuel oil oven. TV (color with remote control) in the living room, a refrigerator.
An external WC. A summer shower. WC and a shower used by other guests and a host family (up to
10 users). In the garden there is everything for barbecue, a common table, chairs or benches. Kitchen
utensils. A washing machine. An infant cradle on request. Hot water on schedule.
Category 3 Farm «three baskets»
A house with furniture and interior decoration, at least 14 m2 of living space with a separate
bedroom, living room/kitchen (extra bed can be placed in the living room). WC in the home: a shower,
a bath and a toilet. WC can be used by no more than 7 people. TV (with a remote control and color
diagonal of at least 37 cm), an electric cooker, a refrigerator, a washing machine, a mixer, a coffee
machine, a telephone. An external WC. There is everything for barbecue, a common table, chairs or
benches in the garden. Kitchen utensils. An infant cradle on request. Maid service on request. Hot
water.
4 category Farm «Four baskets»
An exquisite home with respectable furniture and interior decoration, at least 20 m2 of living
space with separate bedroom (bedroom suite with comfortable furniture and appliances), living room
and kitchen (an extra chair bed can be placed in the living room). A fireplace in living room. WC in
the home: a shower, a bath, a separate toilet, a private sauna (bath). WC can be used by no more than 7
people. Household appliances. TV (with a remote control and color diagonal of at least 37 cm), access
to a computer and the Internet. Kitchen utensils. An infant cradle on request. Maid service on request.
Hot water. Guests can take their pets: cats, dogs, guinea pigs, etc. for which there is a special
infrastructure.
5 category Farm «five baskets»
An exquisite home with respectable furniture and interior decoration, not less than 42 m2 of
living space with a separate bedroom (one or two bedroom suites with comfortable furniture and
appliances, air-conditioned), a living room and a kitchen. Television in each bedroom and living room
(with a remote control and color diagonal of at least 37 cm), a fireplace in the living room. WC
separately for the family (group) in a rest home: a shower, a bath, a separate toilet, a private sauna
(bath). All appliances (a stove, a fridge/freezer, a washing machine and a dishwasher, a microwave,
etc.). Each bedroom has a separate WC and a shower.
A private landscaped park or a garden, equipped areas for active recreation (such as: tennis,
skittles, volleyball, pool, Jacuzzi), a garage for cars and other appliances. Kitchen utensils. An infant
cradle on request. Maid service on request. Hot water. Guests can take their pets: cats, dogs, guinea
pigs, etc. for which there is a special infrastructure.
There are also other systems of categorization of rural households in several regions of Ukraine.
On May 31, 2011 the Ministry of Resorts and Tourism of the Autonomous Republic of Crimea
Project funded by the
European Union
approved new editions of voluntary categorization of accommodation rural and green tourism in
Crimea.
Voluntary Standards categorization is established in accordance with the requirements of ISO
4268:2003 «Touristic services. Accommodation. General requirements», regulations and government
standards for individual accommodation. The individual facilities include tourist accommodation and
residential property which is rent for a fee or free of charge. All accommodation units (room,
dwelling) are independent and occupied by tourists and owners who use this accommodation.
It established four categories of voluntary categorization that are indicated by appropriate signs.
The Sign is developing by community organizations in the tourism sector. These community
organizations carry categorization of estates and rural green tourism in Crimea. The sign has four
categories of accommodation: basic (lowest), the first, second, third (best). The Sign entitles the owner
of the estate to report about the appropriate quality of living conditions and the quality of services in
advertising media and establish a fee comparable to its category, uses the sign as a part of the
popularization of certain estates. The full text of it is available online http://www.feodosiainfo.com/images/stories/selskie_usadbi.doc.
4.4 SWOT analysis of rural green tourism.
SWOT- is the analysis which has been widely used in various sectors of the economy due to the
visibility, accessibility, user-friendly and practical in application to identify weaknesses and prospects.
SWOT-analysis in general does not contain economic categories and can be applied to any of the
organizations and industries in general for building strategies in various fields of activity, including in
rural (green) tourism.
Strengths
- historical and cultural potential of the region (district) - a monument of nature, architecture,
wood architecture, museums, sports facilities (playgrounds) traditions, folklore, etc.;
- availability of rich and diverse recreational resources (available for hiking or mountain biking
(summer) or equipped with ski slopes in winter, the presence of places for bathing, opportunities for
gathering berries and mushrooms, etc.);
- natural and geographic location of the estate (accessibility, availability of nearby forests, lakes,
etc.);
- climatic features of the location of the green estate (eg, highland villages of the
Transcarpathian region can boast of greater tranquility, fresh air, snow cover in winter and cool in
summer);
- regional policy support of local governments;
- support for rural green tourism from NGOs (such as the Union for Promotion of Rural Green
Tourism, which has offices in all regions of Ukraine);
- cleanliness of the environment;
- national ethnographic feature area (popular culture, everyday life, customs, rituals, crafts,
regional holidays, etc.);
- traditional hospitality of the population (openness and honesty in communication, good
arrangement and cleanliness of estates, regional dishes, etc.);
Project funded by the
European Union
- the lack of inter-ethnic and inter-religious conflicts;
- a small price for room and board.
Weaknesses
- imperfect legal framework;
- poor condition, bad accessibility of transport infrastructure;
- the competitive environment inside the industry: other estates, resorts, a hotel and a restaurant,
etc.;
- seasonal factor (the largest number of tourists in summer and winter, during public holidays
calendar, the lowest in the spring and fall);
- climatic features of the season (late cold spring, snowy or snowless winter);
- incomplete categorization of private estates;
- not too attractive image of Ukraine in the eyes of foreign tourists;
- low level of initial capital for starting self-employment;
- poverty and monotony of recreational facilities;
- lack of experience in the field of green tourism (a small number of agroosel, absent or low
level of organizational, informational and advertising support);
- pollution of the environment (the presence of objects with significant emissions of harmful
substances into the environment, storage of toxic substances, contaminated water, etc.);
- lack of traditions of folk life and culture or their poor condition;
- traditional and an uninteresting approach to hospitality (a formal approach to entertaining,
unoriginal and primitive cuisine, etc.);
- lack of a clear development strategy of green tourism at the district level;
- competition and lack of coordination between the various organizations involved in promotion
of green tourism, preventing the implementation of common strategic development of the industry.
Opportunities
- use online resources to promote the activities of the estate, booking a holiday, information
about new services, offers, an online blog, photo gallery;
- development of new tourism products and services;
- improving the quality of existing services;
- improvement of material and technical equipment of the estate;
- improvement of the estate interior and exterior household items that has natural origin (wood,
textiles, stone, etc.);
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- supporting the development of related activities which are a source of additional income and
varies the recriation: smithy, breeding of bees, gathering and drying of mushrooms, berries, wine
manufacturing, hunting, manufacturing of souvenirs;
- development and implementation of green travel routes (hiking, bicycle, gastronomic,
ethnographic, etc.);
- flexible pricing;
- obtaining international grants;
- effective organizational, educational and methodical, informational and legal framework for
the development of the green tourism at a level of nation, region, district;
- use the area as a transit area;
- increase investment and improve the quality of infrastructure software of development area;
- establishing interregional cooperation;
- restoration of monuments of history, architecture and culture;
- the inclusion of certain objects of nature, culture and architecture in tour routes of
international, national and regional significance;
- restoration of traditional folk culture, customs, rituals, domestic crafts and cuisine;
- work in rural clubs and teaching Ethnology and local history in schools;
- improvement of the environment;
- the possibility of preferential loans for farmsteads;
- the development of the green tourism contributes to capital inflows to the village growth and
improvement of living standards in general;
- arrival of tourists contributes to the protection and restoration of cultural and historical sites of
the region;
- activities of rural communities in the area of green tourism encourages improvement of rural
homes and landscaping of all areas, the development of social infrastructure, services, etc.;
- increasing employment of rural population (new jobs will be created in the service industry,
medicine, transport network);
- slow down the migration of youth to cities and abroad in search of work.
Threats
- lack of professional experience of the owner, the staff of the farmsteads;
- poor knowledge of languages by the owner and the staff of the farmsteads;
- slow development of organizational, educational and methodological information;
- increasing competition from farmsteads of neighboring districts and regions;
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European Union
- deterioration of infrastructure maintenance and socio-economic standards of living due to
economic stagnation and depression in the country;
- further degradation of traditional folk culture and way of life;
- unfavorable demographic situation;
- unstable political and economic situation is not conducive to foreign investors;
- the lack of stimulation of the industry from the state;
- great ecological preassure on natural resources by a growing number of tourists.
Due to SWOT-analysis we can identify the current level and prospects of rural green tourism.
Conducting a SWOT-analysis also provides the possibility to define territorial characteristics and
current direction of the green tourism, concentrate logistical, investment, organizational, economic and
other facilities for their needs.
Regarding the perspective of development of the green tourism there is the project of the Union
for Promotion of Rural Green Tourism in Ukraine «Policy development and functioning of rural
tourism in Ukraine»:
Goal 1 - Development of recommendations on the main principles of the state policy in the
field of rural tourism.
Objective - to conduct sociological research among owners of households, private farms that
provide services in the rural green tourism, analyze, prepare a document to approve it at the
community level and to inform the executive bodies for changes in public policy.
Goal 2 - improvement of the quality of services in the field of rural tourism.
Objectives - development Programme «Rural settlement Ukraine» on the basis of quality
«Green farmstead» and «Ukrainian guest house». Launch the Institute of inspectors, advisors, promote
the creation of a qualitatively new market for rural tourism, attractive to rural areas, clear and safe for
domestic and foreign customers.
Goal 3 - development and increasing of the authority of the Union at national and regional
levels.
Today there is an important question of training operators of rural green tourism and agrotourism. Together with specialists from the Ministry of Labour and Social Policy of Ukraine the State
Employment Service and the Union for Promotion of Rural Green Tourism in Ukraine (Ukrainian
non-governmental organization) were developed the curricula and training programs for such
professionals. It is also advisable to engage in this work the teachers of Universities from the largest
tourism regions.
4.5 The analysis of questionnaire
2.
To which type of tourism does your business belong?
Guest House
•
Villa
5
9%
1
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European Union
2%
•
Farm
•
Family hotel
3.
less than 10 beds
•
more than 10 beds
one star
•
two star
•
three star
yes
•
no
yes
•
no
3
8%
2
3%
3
5%
6
5%
9
4%
6
%
You have an education in a tourism sphere?
•
yes
•
no
8.
3
8%
You have a higher education?
•
7.
3
5%
Do you use hired labor?
•
6.
6
5%
To which category does your business belong?
•
5.
2
9%
How many beds has your farmstead?
•
4.
0
%
2
4%
7
6%
What part of your employees has an education in a tourism sphere?
•
all
•
most of them
•
a few of them
0
%
0
%
1
7%
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European Union
•
9.
nobody
8
3%
Do you know any foreign languages?
•
yes / state /:
•
no
7
6%
2
4%
10. What part of your staff know foreign languages? / state /
•
everyone knows one foreign language / more than one foreign language
•
much of them know at least one foreign language / more than one foreign language
•
small part knows at least one foreign language / more than one foreign language
•
nobody knows foreign languages
6
0%
4
0%
11. Do you use computer technology and software to manage your business?
•
for booking
•
for web-page management
•
for promotion
•
no
3
2%
3
2%
2
9%
6
%
12. Do you dvertise your business?
•
Internet
•
brochure
•
catalogs
•
business cards
•
TV
•
radio
•
tourist fair
•
website
2
3%
1
0%
8
%
1
6%
5
%
4
%
1
0%
1
8%
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European Union
•
verbal communication
•
Do not advertise
5
%
0
%
13. How do you explore the tourist market?
•
Internet
•
tourist guides
•
marketing agencies
8
1%
1
0%
1
0%
14. Do you use the services of tourist information centers?
•
yes
•
no
4
7%
5
3%
15. Do you use the services of a travel agency?
•
yes
•
no
6
5%
3
5%
16. Do you have a quality certificate?
•
yes
•
no
5
3%
4
7%
17. Do you use the quality standards?
•
yes
•
no
6
0%
4
0%
18. Are you a member of the Tourist Association?
•
yes
•
no
5
9%
4
1%
19. Have you participated in any professional courses that improve the management culture of entrepreneurs
in rural tourism?
•
yes
5
9%
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European Union
•
no
4
1%
20. Had you the quality control of your business, if so, according to what law?
•
yes
•
no
2
9%
7
1%
21. What additional services do you offer to your customers?
•
tours - on foot, by bus or other transportation
•
walk
•
long walk, hiking
•
rowing
•
observation of wildlife, birds
•
riding
•
cycling
•
mountain bike
•
picnic or BBQ
•
cooking of local food
•
traditional handmade
•
agriculture activity
1
2%
1
2%
7
%
6
%
9
%
7
%
6
%
2
%
1
1%
1
2%
7
%
9
%
22. What is the main purpose of your business?
•
improve the quality of tourism services and products
•
increase the number of clients
•
improve the effectiveness of businesses
•
attract more foreign tourists
2
8%
2
5%
2
8%
1
9%
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European Union
23. Do you want that your business be certified?
•
yes
•
no
8
8%
1
3%
24. What problems hinder the prosperity of your business?
•
lack of infrastructure in the region
•
lack of transport links
•
poor road infrastructure
•
lack of management culture in the tourism sector
•
large bureaucracy of administrative procedures for starting and maintaining tourism
2
8%
2
1%
2
8%
1
0%
1
4%
Most farmsteads which deal with rural green tourism consider themselves as a "guest house" 59 % of respondents, 29% are positioning themselves as a "family hotel" (agritourism in the majority
is a family business), 12 % - "Villa" and no respondent chose "farm" (perhaps because farming as a
business requires a lot of effort so that for the other activities there is no enough power or time).
65% of respondents possess less than 10 beds, as opposed to 35% of those where the number of
beds more than 10. This indicates that agritourism first and foremost is a small family business that
has greater social element - getting rid of unemployment than getting big profits.
Despite the fact that the questionnaire asked, "Which category does your tour company have?"
with response options in a number of stars that is not a very good criteria when assessing rural
households but the answers are equally shared by 38% between one-and two-star, 23% indicated threestar. Some of the respondents expressed that the agrooseli can’t be categorized with the general,
government regulation because it will put an end to all rural homes that were able to receive visitors.
Most respondents do not use the hired labor 65%, versus 35% who use. It logically confirms a
previous question about the number of seats in the estate. For a small number of places you can deal
with everything on your own.
94 % of the owners of rural green estates have higher education but as for tourism education it is
only 24 % of them. A question about the staff with tourism education can be analyzed only in part
because most households simply do not use employees.
With regard to language skills we have good results, our village green estates can host foreign
tourists: 76 % of owners master one and some more than one foreign languages, the most popular
language which are indicated in the questionnaire are: English, Polish, German, Slovak, Spanish,
French. Again the question of some personnel that speaks foreign languages can not be fully analyzed
due to absent of hired personnel in most estates.
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Computer technology is used by all respondents, the main purpose of their use is: booking, web
page management - 32%, for promoution - 29 %. The most of respondents advertise their farmstead
over the Internet and use it for market research - 81 % is the proportion among all means of market
research.
Assistance from the tourist centers is used by almost half. They also use the services of travel
agents 65%. Quality certificate has half of estates and most of them use quality standards; half of them
are the members of the tourism associations - 59 %. The same percent of respondents (59%)
participated in the professional courses of improvement of administrative culture of entrepreneurs in
rural tourism.
The question: "Did you have the quality control of your business, if so, how much?" could be
incorrectly interpreted by the respondents, as only 29 % said "yes", although in previous answers we
see that most have quality certificate. Perhaps this question some perceived as a State quality control
that’s why answered "no", while others regarded as a non-governmental organizations quality control
to pass the voluntary certification.
Nevertheless, 88% want their business to be certified. While this is a moot point because if the
state greatly interfered in this issues and imposed the obligatory certification and a payment for it it
would not be correlative with income in agritourism and the answer would be quite opposite. But it's a
good sign because people want to work in civilized conditions and provide quality services.
5. GEORGIA
5.1 General Information about Economic Situation in the Country
Georgia's main economic activities include the cultivation of agricultural products such
as grapes, citrus fruits, and hazelnuts; mining of manganese, copper, and gold; and output of a
small industrial sector producing alcoholic and nonalcoholic beverages, metals, machinery,
and chemicals. The country imports nearly all its needed supplies of natural gas and oil
products. It has sizeable hydropower capacity that now provides most of its energy needs.
Georgia has overcome the chronic energy shortages and gas supply interruptions of the past
by renovating hydropower plants and by increasingly relying on natural gas imports from
Azerbaijan instead of from Russia. Construction of the Baku-T'bilisi-Ceyhan oil pipeline, the
Baku-T'bilisi-Erzerum gas pipeline, and the Kars-Akhalkalaki Railroad are part of a strategy
to capitalize on Georgia's strategic location between Europe and Asia and develop its role as a
transit point for gas, oil, and other goods. Georgia's economy sustained GDP growth of more
than 10% in 2006-07, based on strong inflows of foreign investment and robust government
spending. However, GDP growth slowed following the August 2008 conflict with Russia, and
sunk to negative 4 percent in 2009 as foreign direct investment and workers' remittances
declined in the wake of the global financial crisis. The economy rebounded in 2010-12, with
growth rates above 6% per year. Unemployment has also remained high at above 15%.
The country is pinning its hopes for renewed growth on a determined effort to continue
to liberalize the economy by reducing regulation, taxes, and corruption in order to attract
foreign investment, with a focus on hydropower, agriculture, tourism, and textiles production.
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Current study emphasizes the position of rural tourism in the context of strategic social
and economic development of the Republic of Georgia and describes existence of or lack of
special mechanisms for recognition of specifically agrotouristic activities.
5.2 Historical Background
Republic of Georgia is a small country but has a wide diversity of touristic objects
placed in areas close to the main communities and hotels. According to the government, there
are 103 resorts in different climatic zones in Georgia. Tourist attractions include more than
2000 mineral springs, over 12,000 historical and cultural monuments, four of which are
recognised as UNESCO World Heritage Sites (Bagrati Cathedral in Kutaisi and Gelati
Monastery, historical monuments of Mtskheta, and Upper Svaneti). Unfortunately the poor
infrastructure, the low expressiveness makes it unattractive first of all for the population of
Republic of Georgia. Georgia has a favorable geographical placement as it is situated in an
accessible zone for international tourists. Transport in Georgia is provided by means of rail,
road, shipping and air travel. Positioned in the Caucasus and on the coast of the Black Sea,
Georgia is a key country through which energy imports to the European Union from
neighboring Azerbaijan pass. Traditionally the country was located on an important northsouth trade route between European Russia and the Near East and Turkey.
In recent years Georgia has invested large amounts of money in the modernization of its
transport networks. The construction of new highways has been prioritized and, as such,
major cities like Tbilisi have seen the quality of their roads improve dramatically; despite this
however, the quality of inter-city routes remains poor and to date only one motorway-standard
road has been constructed. The Georgian railways represent an important transport artery for
the Caucasus as they make up the largest proportion of a route linking the Black and Caspian
Seas, this in turn has allowed them to benefit in recent years from increased energy exports
from neighboring Azerbaijan to the European Union, Ukraine and Turkey. Air and maritime
transport is developing in Georgia, with the former mainly used by passengers and the latter
for transport of freight. Georgia currently has four international airports; the largest of which
is by far Tbilisi International Airport, hub for Georgian Airways, which offers connections to
many large European cities. Other airports in the country are largely underdeveloped or lack
scheduled traffic, although, as of late, efforts have been made to solve both these problems.
There are a number of seaports along Georgia's Black Sea coast, the largest and busiest of
which is the Port of Batumi; whilst the town is itself a seaside resort, the port is a major cargo
terminal in the Caucasus and is often used by neighboring Azerbaijan as a transit point for
making energy deliveries to Europe. Scheduled and chartered passenger ferry services link
Georgia with Ukraine and Turkey. Of particular urgency is use of Georgia's Black Sea Port
Terminals with a view to transporting agricultural products (wheat), in particular, in order to
export Central Asian (Kazakh) wheat to third countries. The upgraded wheat processing
terminal in Poti is one of the promoting factors. After putting of a new terminal into
operation, its capability will increase up to 250-300 thousand tons.
In the beginning tourism in Georgia was fully state-controlled and included in the
tourism system of the former USSR. During this period, the range of tourist services was
diversified. Besides the traditional points of tourism programs (city tour, museums, recreational
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areas) new forms has appeared such as: visiting enterprises, in particular wine producing plants and
factories, organizing cultural and folklore programs.
Tourism on the other hand, which only began in independent Georgia in 1995, is a
largely untapped sector. Georgia’s deep rooted wine culture, mild weather, historic
monuments, charming villages, and accessibility to a large Euro wine tourism market make it
an ideal location for tourism to thrive. Although there were 300,000 “visitors” to Georgia in
2004, according to the Department of Tourism and Resorts only 15,000 to 25,000 were actual
“tourists” under WTO’s definition. Georgia’s share of the Euro market can be significantly
expanded, and its share of tourism in the Americas, SE Asia, and the Middle East can also
grow with proper master planning, strategic planning, product development, public relations,
and marketing.
In 2010 National Tourism Administration was created. International tourist arrivals to
Georgia have been growing rapidly over the last years. In 2011, their number reached 2 822
363, representing 39 % growth. According to the recently updated information the number of
international travelers was 4 389 256 in 2012, demonstrating 56% increase over previous
year.
Between January and April of 2013, Georgia hosted 1 291 593 tourists (32% increase as
compared with the analogous period of 2012). According to “World Tourism Barometer”,
which was published by the World Tourism Organization in September 2012 and was based
on the primary data of January-September 2012, Georgia was on the first place in the world
according to the growth of number of tourists (+54%).
The bed infrastructure of the local roads is considered one of the main problems in
Republic of Moldova concerning all areas of development. In this concern during the last
years big investments from international partners were attracted and some positive changes
can be observed.
5.3 Information about Agritourism in Georgia
Agrotourism is a growing market in the travel industry. Agrotourism is a form of rural
tourism, which brings visitors to agricultural, farming or rural environments, but encompasses
much more. Compared to mass tourism, agrotourism offers a great alternative if you yearn for
freedom and adventure in nature. Sustainability and environmental protection are core to
agrotourism’s ethos and practice.. Agritourism is defined as "involving any agriculturallybased operation or activity that brings visitors to a farm or other food production facility."
Most of this is seen in the so-called rural hotels, guesthouses, rural houses which is taking at
the same time quite a number of tourists and not always have a high level of service. They are
in purely rural areas and in many cases infrastructure is not well-developed as well.
Rural tourism is considered as tourism offering the benefits of rural environment to the
visitors or tourists, by allowing the experience of a combination of nature, culture and people.
It implies that the visitor or tourist is going to enjoy the authentic, original experiences and
return to the roots what is in the essence of rural lifestyle. It is based on the principles of
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sustainability containing the elements of rural environment, natural resources, as well as
traditional hospitality and values of the local population. It includes numerous services apart
from accommodation such as social events, festivities, outdoor recreation, production and sale
of manufactured products and agriculture products, etc. According to a broader definition,
“Rural tourism includes a series of activities, services, accommodations offered by farmers,
and inhabitants of the rural environment, in order to attract tourists to their respective areas
and to generate additional revenues”.
Although similar, the desk research in each country reveals differences in the definition,
perception and wording for marginalized communities. Agrotourism is often understood as
holidays in rural area houses. there is no clear definition between the terms «rural»,
«agricultural», «farm», «eco». Agritourism, Rural Tourism – tourism in rural areas: in rural
areas, on farms, in convenient peasant homes. Agritourism means giving tourists an
opportunity of participation participate in a traditional rural labor.
The basis of the attractiveness of rural tourism is a complex of factors that favorably
affect the person: recreational, aesthetic, educational. Holidays in the countryside – it's not a
resort where there are many tourists. There is a state of relaxation, which is supported by
positive emotional influence of the surrounding terrain: mountains, forests, rivers, lakes or the
sea, the beauty of the landscape and so on. Positive social component of rural tourism is to
provide rural employment in the service sector in rural areas. Therefore, the development of
this trend can be seen as the real path of social development of depressed rural areas which
allows you to stop the degradation of the countryside, which suffers from the constant
outflow of population, particularly because of unemployment. Services provided under the
rural tourism programs usually include:
- accommodation in private houses or guesthouses;
- meals with organic products;
- familiarity with the history of the land;
- participation in vintage;
- gathering in mushrooms and berries;
- participation in traditional ceremonies;
- horseback riding.
Because of the difficult economic situation in the agricultural sector of the country, the
Government of Georgia is trying to facilitate small business development in areas not
associated with agricultural production.
Legislation related to Georgian tourism consists of two laws: (1) The Law of Georgia
that deals with Tourism and Health Resorts; (2) The Law of Georgia that deals with Protective
Sanitary Zones and Resorts Localities. These laws came into force in 1997 and 1998, are only
focused on spring baths and spas or thermal development in sanitary zones. The main
legislative provision of tourism services is established in the 11th chapter of the Civil Code. It
should be noted that Georgian Parliament added series of rules and regulations under the Law
of 28th April, 2006 in order to increase the degree of responsibility of travel companies.
Tourist service contract, like many other types of agreements may be concluded with both a
written and oral form. Legal regulation of the market rural tourism falls under the jurisdiction
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European Union
of two departments: the Ministry of Agrarian Policy of Georgia (MAPG) and the
National Tourism Administration, which is the central executive body which activities are
directed and coordinated by the Ministry of Economy and Sustainable Development of
Georgia which is part of the executive branch and provides implementation of state policy in
the sphere of tourism and resorts. Taking into account that economic and social problems of
the village have intensified, development of agricultural tourism is particularly desirable. The
positive impact of agricultural tourism in the socio-economic problems of the village lies
primarily in the fact that it expands the scope of employment of the rural population,
especially women, and gives farmers extra income. Maximising agronomic benefits from
ecotourism means embracing the free-market concepts of competitiveness and profit. From a
business point of view, agrotourism is fundamentally about a journey, where supply meets
demand and tourists enjoy a product designed by professionals on the ground and marketed in
their home countries. In addition to training guides, providing accommodation, printing
promotional material and creating web pages, agrotourism actors like tour operators,
conservation organizations, local community representatives and national governments will
benefit from a more systematic approach to the entire service chain of any given journey,
which is often trans-national.
5.4 The actual state of agro-tourism in Georgia
In Georgia agrotourism has started to be developing recently, giving rural population
the opportunity to get involved in tourism industry, receive alternative income, and create new
jobs. Nevertheless the agrotourism infrastructure, compared to the other countries, is still
poor. One of the main problems apparent in the agrotourism sector in Georgia is that human
capital in agrotourism is generally not well trained and experienced; therefore, a lack of
skilled human resources is a major reason of its slow development. A strong emphasis is
detected on developing physical infrastructure and a limited focus on developing human
capital within the tourism industry. A number of reports point out the difficulties caused by
language and cultural barriers. Most laws and official documents are still printed only in
Georgian, even though English is widely understood at all levels of the Georgian
Government. Most of the available accommodations are guesthouses and most of them are
inadequate for foreign visitors. Shower-toilet combination in guesthouses is often a standard
after having been operation for over eight years. Business Information for the Newly
Independent States (BISNIS) observes: “Laws and regulations, especially in the areas of tax
and customs, are subject to uneven and arbitrary interpretation by bureaucrats and courts”.
Another problem is related to promotion. Agrotourism products and services of the
region are not appropriately promoted, setting serious limits to their potential customers.
Apart from above mentioned collaboration opportunities between stakeholders are not
provided proficiently or at all in some aspects. A committee that will be created within the
project will train participants and establish professional communication system for
cooperation and fair decision making process.
Project funded by the
European Union
Wine tourism can target local Georgian Market, expatriate community in Georgia, and
foreign visitors. Wine and culinary tours are attractive for wine aficionados, especially from
Western countries, as well as Russia, Ukraine and others who are familiar with Georgia and
its cuisine and wines. The country’s wine history, 500 varieties of grapes and combination of
modern and traditional wine-making technology and methods can be experienced in Kakheti
and other regons of Georgia – those are the excellent selling points for Georgia. In Kakheti
wine tourism would benefit from other development. There are very few tours available for
wineries.
In fact, restaurants, cafes, tourist shops and art galleries are practically nonexistent in
wine country. Throughout the Kalheti region, as well as other rural regions with agro tourism,
would be well served with smaller, more intimate facilities such as eco-lodges.
Opportunities for developing various kinds of tourism facilities are as diverse as the
Georgian landscapes. Agro-tourism, wine tourism and gourmet tours based on a tradition of
more than 500 varieties of grapes, native and unique crops and livestock as well as a cuisine
rich in local recipes and traditions.
The America-Georgia Business Council and SW Associates, Washington, DC
highlighted the priority of problems including the protection of cultural heritage, lack of
trained stuff and shortage of qualified people, lack of image about Georgia in the international
market, government involvement in the tourism Sector (i.e. tax holidays and other incentives),
maintenance of historical monuments and sites and tourism schools which are not teaching yet
the right skills of the industry.
During the period 2006–2009, the contribution of the agriculture sector to the national
economy of Georgia was 12.5 percent on average. In 2010, the agriculture sector generated
USD 268 000 000 as foreign exchange, 13 percent of total foreign exchange earnings;
previously the sector’s share of total foreign exchange earnings in the period 2006–2010 was
21 percent on average. It continues to be mainly of a subsistence nature; however, it provides
an important safety net for most of the rural population, and its performance is crucial to
poverty reduction. From 2006–2010, the sector employed approximately 47 percent of the
total national labor force.
Forty-four percent of Georgia’s total area is considered to be agricultural land.
However, there is no official definition of rural areas in Georgia. According to the National
Statistics office there are 65 districts and rural areas, which are controlled by rural councils.
There are 44 minor towns, 896 rural councils and about 3,668 rural settlements in Georgia.
Georgia’s diverse climatic conditions and natural resource endowment allow production
of a wide variety of agricultural products and favour competitive development of the sector.
Thanks to the support of conducive policies and an improving institutional and legal
environment, agriculture remains one of the most promising sectors of Georgia’s economy in
terms of GDP contribution, net foreign exchange earnings, employment generation, and
importance for poverty reduction. In 2010, agriculture became a development priority for the
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Government, and the Ministry of Agriculture has initiated preparation of a sector development
strategy. The 2011 budget of the Ministry (GEL 69 million) was increased by 72 percent
from the previous year’s allocation (GEL 40 million) to support implementation of the
Agriculture Development Strategy. Most of the activities of the Ministry in 2011 will aim to
improve sector performance and increase output.
Actually, accounting and statistics of rural tourism is not made in full, that prevents
from fully determining the extent of this type of tourism. Some monitoring of the quantity and
condition of Infrastructure and accommodation are held by various NGOs and government
district administrations and other government agencies in some regions, although these data
are rather designed for the inner workings of the tourism department of the administration,
and not for drawing general statistics.
The authorities have an interest in the development of rural tourism, especially in
areas that are traditionally tourist, but a clear program of support and promotion of rural
tourism has not been developed. There are always no funds in supporting this activity.
In our opinion, the main features of rural tourism in Georgia can be briefly defined as
follows:
- the legal framework of rural tourism standards has not yet been determined;
- there are no certain conditions for most houses to be involved in rural tourism;
- complete statistical activities are not carried out;
- infrastructure is in poor conditions;
- state provides support for rural tourism but the dependence on NGOs, IOs and funds is
much more;
- financial problems of development, lack of interest from the professional tour
operators;
- lack of proper knowledge and qualified stuff.
The main problem in the development of rural tourism in Georgia remains the legal
status of this type of tourism. The legislation of Georgia has not yet determined the concept of
rural tourism as an activity. Accordingly, all issues (eg, taxes, licenses, etc.) related to rural
tourism are actually not regulated by law. They are contradictory and unclear. This
causes a huge part of the black market for rural tourism. There is constantly a mix of
concepts in the system of rural and other types of tourism which takes place in rural areas. So
often in rural areas develop a system of standard hotels or cottages with appropriate
infrastructure and services rather than traditional guesthouses. Often in such villages arrive
too many tourists that may cause damage to the natural ecosystem. The financial aspect of
rural tourism development is not sufficiently considered by the state. It is difficult to get
the money (even small) for starting a business, building or upgrading rural houses. Loans
from commercial banks are very expensive, a soft loan from the government is almost
impossible for a poor peasant.
There is a problem of promotion. It is a problem for small villages with poor
infrastructure how to attract tourists. Georgian people often perceive the village as a place to
vacation or holiday because many people from the town have relatives in the village or
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cottage where they occasionally get out and are often engaged in agricultural activities
there. So these people are not interested to come to rest with these villages. A traditional
village can attract only other relatively small segments of tourists. It should also be noted that
most of the population of Georgia has no money to get vacation abroad or in other parts of the
country and may be interested in a cheap service. Foreign tourists who can bring the biggest
profit for the rural area are interested only in attractive natural areas (often ski resorts)
and bypass these villages. Poor infrastructure is often names as the main problem for the
prosperity of the sector. Transportation primarily includes such features as easy access to the
village from the nearest large/regional city, opportunities to travel neighboring areas and so
on. During winter, snow closes ways towards many beautiful villages in the mountains of
Georgia, which is really problematic for the country. Also qualified medical services are not
provided in many localities. Because of poor infrastructure (mainly road and communication
problems) many small interesting villages have no chance for attracting foreigner tourists.
Another problem is lack of information. Information usually includes informing tourists
about rural area opportunities, such as: housing, interesting events and other things related to
rural tourism. It should be specific information panels of rural tourism that provides
information to tourists. In Georgia such a network is not very developed especially in remote
regional settlements. There are big problems related to the signs on the roads too. They are
either not translated in English many times or does not exist at all, which causes some
troubles for tourists.
The additional opportunities for summer fun refers to a set of recreational facilities such
as ski rental or boats in the village, coach services in a particular sport or organization
horseback riding, promote mountain biking opportunities, etc. For some categories of tourists
it is the most attractive part of their journey and for local businesses it is the best way for
gaining money from their customers.
There are educational benefits related to this sector. As tours are performed in different
areas of the country with different historic heritage, it gives tourists a clear picture of the
country’s cultural development, their traditions and generally about the history of the region.
This point of agroturism is better developed in the areas where they use guides for their
customers.
Travelling in the regions leave indelible impression on tourists. It becomes keener by
exploiting completely diverse sights and is enriched in peculiarity of Georgian landscapes.
Many spectators go into raptures over inflammatory Georgian dances, polyphonic folk songs.
Life, national character, clothes, mentality, cuisine, songs and dances are changing
kaleidoscopically every 60-km in this small country.
In our study we consider the current state of the agrotourism in the following four
regions of Georgia – Mtatusheti, Zemo SvaneTi, Kakheti and Adjara regions.
5.3.1 Mtatusheti region
In Georgia agro-tourism development is especially important for Mtatusheti region,
which is notable for the beauty of landscapes, cultural-historical and natural attractions,
excellent wines, local beer, abundance of unique herbal remedy, high-quality natural health
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food products, and a variety of local cooking. Ethnic and cultural peculiarity of Tusheti,
unlike other traditional cultures, is mainly due to the historically developed specific economic
system – that is integration of nomadic sheep farming, animal husbandry, and agriculture.
Nomadic sheep farming, a traditional sphere of employment of Tushi men, played a major
role in the formation of ethno- psychological and worldly peculiarity of Tushis. Tolerances,
peace of mind, and adherence to the traditions of hospitality are the most vivid mental
qualities of Tushis. Shepherds passed from generation to generation and still keep the secret
of goat cheese making technology. Tushi sheep cheese called «Gudis Kweli» (cheese in a
bag), is prepared in a specially treated bags made of sheep skins, which gives the cheese a
distinctive taste. Tusheti is famous for its beautiful alpine meadows and well-preserved pine
forests, for majestic Caucasus peaks Tebulo Caucasus (4492 m), Diklo (4285 m), and Borbalo
(3294 m). The administrative center of Tusheti is village Omalo. Below is given a list of
services for tourists, which are provided by the hotel «Keselo» in Omalo. These types of
services are typical for this region. Agro-tourism system is remarkable for that spending
holidays is relatively cheap. Hosts serve guests as waiters and cooks. Visitors try, enjoy, and
taste domestic cheese, smoked pork (so called lori), fresh boiled goat ling or lamb, as well as
drink local wines. Language communications make problem neither for hosts nor for guests.
The main motivation of rural tourism is cheap relaxation, clean and pleasant environment,
though with less comfort. Any kind of tourism including agro-tourism requires detailed
planning and effective management. For the development of agro-tourism is necessary to
develop appropriate infrastructure in selected villages and the training/retraining of village
and rural officials in issues of tourism-related services.
5.3.2 Zemo Svaneti
Zemo Svaneti has a high potential for tourism, but at present this is hampered by
concerns that the region is insecure and by a lack of infrastructure for access and reception.
Currently, only a few households in selected communities obtain income from tourism. The
region has a potential to diversify its appeal in order to attract more visitors and encourage
them to stay longer. For expansion of the tourism sector, development actors should
collaborate with the national Department of Tourism in the elaboration of a strategy document
for Zemo Svaneti. Sustainable tourism should be a key element in the approach in order to
prevent negative side effects from tourism development. In the short term, development actors
should foster broader benefit sharing by: supporting advertising to attract more tourists;
encouraging capacity building to involve more households, and advocating the establishment
of local information centres to freely disseminate information and facilitate access.
Mestia is a mountain small town in northwest Georgia, at an elevation of 1,500 meters
in the Caucasus Mountains. Mestia is located in the Samegrelo-Zemo Svaneti region, 128 km
northeast of the regional capital of Zugdidi. Mestia town is dominated by stone defensive
towers of a type seen also in Ushguli. A typical Svan fortified dwelling consisted of a tower,
an adjacent house and some other household structures encircled by a defensive wall. Access
is limited from Zugdidi. Transport is by “old Soviet jeep” or a “Niva”. From Mestia, transport
is available to Ushguli and other villages in the region.
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Svaneti offers stunning landscape with great opportunities for a backpacker independent
traveler and adventure travel operator market. It is avery good place for horseback tours as
well. Under some limitations limitations, the objectives of interventions in crop production
should be to optimise cultivation in order to obtain better yields with the same or less effort,
thus securing food diversity. This could be achieved through improved cultivation techniques,
higher quality seeds or adapted mechanisation. In order to achieve an improved market access
for agricultural products, the processing of existing goods and the production of low-weight
high-value products should be pursued. This would also include packaging and labelling. It is
also recommended that groups should be created for collective marketing and that a local
market place should be established. All innovations in the agricultural sector will require
careful and adapted knowledge transfer. Risk aversion leads to hesitancy towards new
production schemes, thus demonstration is of utmost importance.
5.3.3 Kakheti
The visit covered the Kakheti region, with the municipalities of Telavi, Kvareli and
Akhmeta. This is the wine region of Georgia and is characterized by small towns and villages
surrounded by farmland that is largely covered with small vineyards of less than 20 hectares
although several large operations have recently been established. Kakheti is located in a wide
valley between the mountains separating it from Tbilisi and the much higher mountains to the
east between Georgia and Azerbaijan. Tourism is heavily geared to wine tasting and the road
network is in good condition, although large buses are not frequent due to the narrow and
winding mountain roads between the region and Tbilisi. There are also organic farms,
including livestock, and cheese making facilities. Some fruit (apples) is also grown in several
villages rather than grapes.
Kakheti is a land of hospitable, openhearted and straightforward people who live
surrounded by rugged mountains, ancient castles, magnificent churches, and drink wine to
praise the almighty for each harvest of their nurtured grape yards. Kakheti is unquestionably a
must-see for any visitor to Georgia. With its generous landscapes and people, Kakheti offers
an unforgettable experience to its first-time visitors and those who are well acquainted with its
heart-warming culture.
Known almost exclusively for its vineyards and wineries, this wide and fertile valley
presses up against the white-topped Dagestan Caucasus to the north and the Azerbaijan
wetlands to the south. Hot enough in summer to ripen any grape to perfection, the morning
fog and the abundant rivers flowing down from the high Caucasus help fill them with bold
flavor.
History of Kakheti winegrowing takes a start from VI millennium BC. Grape leftovers,
discovered by the archeologists, date back to the mentioned period and they are the oldest
around the globe, which proves once again that Georgia is a homeland of wine. 500 out of
world-known 2.000 grape species are Georgian. Everyone can enjoy the world’s oldest wine
culture and discover the unique Qvevri tradition of clay pots used to create delicious,
unfiltered, organic wines.
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Touring this region for wine tasting is becoming ever more popular, and there are many
different wineries you can visit and taste variety of wines. Nearly all traditional household
winemaking equipment and vessels are preserved in the family’s ancient wine cellar. Guests
can taste wines aged according to age-old practices. Visitors are also offered local honey and
homemade honey vodka. On the second floor of the house there is a studio where sheep wool
is processed, dyed by natural dyes and used in carpets, rugs and tapestry. Some farmhouses
which are located near the town of Telavi have vineyards, strawberry and peach plantations, a
well-kept yard, a pergola with different varieties of grapes, a tonne (bread-baking oven) and a
“Marani” (wine cellar), as well as a well-equipped wine-tasting room with a fireplace.
Throughout the Kakheti region, as well as other rural regions with agro tourism,
mountain tourism and recreational outlets, would be well served with smaller, more intimate
facilities such as eco-lodges. Eco-lodges are a key product element of ecotourism and
especially distinguished by the fact that most lodges are unique. At the top tier, there are
discernible traits that are worthy of emulation throughout Georgia: a light “footprint”,
adherence to local cultural style and character, close connection to nature, local community
and private spaces.
5.3.5 Adjarian Autonomous Republic
Adjara’s regional government has declared developing tourism one of its prime
priorities. The renewal of the seaside boulevard in Batumi, new five-star hotels and a project
to restore much of “old Batumi” all demonstrate the government’s desire to develop tourism
infrastructure in Batumi. Different types of tourism that can be supported in the region,
awareness of environmental issues during infrastructure development, and steps to encourage
the development of eco- and agro-tourism in Adjara’s mountains.
The most-supported view was that the regional and local governments should first of all
support the development of eco- and agro-tourism in Adjara. Local governments should make
finding the right strategy against environmental pollution a priority. Large industrial
installations, such as Batumi’s seaport and the Batumi oil terminal will not discourage tourism
if environmental and ecological norms are constantly and consistently considered. Participants
also emphasized the important role of civil society together with the local governments in
these processes.
Most of Ajara is hilly or mountainous and, outside the narrow coastal plain, there is
little flat land. Partly as a result of this topography, agriculture is dominated by citrus, other
fresh fruit and vegetables, and livestock, with limited production of cereals or other field
crops. Most of locally-produced citrus are exported to markets in Ukraine. Otherwise,
agricultural production is mainly for local markets, which are also supplied by imports from
other parts of Georgia and from Turkey. Turkish products dominate supply in the shoulder
seasons and in the out-of-season market when the markets are undersupplied from local
sources. Farm sizes are small, averaging around 0.25 ha, with little evidence of land sales or
rental. There is a substantial amount of state-owned farmland in Ajara which remains to be
privatized. As elsewhere in Georgia, banks are reluctant to lend to agriculture and generally
will not take small land parcels as collateral. As the autonomous republic, Ajara forms its own
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agricultural policy. The Regional Development Strategy for Ajara, approved in 2011, sees
strong foundations for agricultural development but nonetheless recognised that these
advantages are offset by small farm size, limited services to farmers, the age and condition of
the fruit tree stock, and producers’ current strong orientation to local markets and hence the
absence of price and quality signals that greater export orientation would provide.UNDP has
provided support in Ajara over a number of years in business development. UNDP assisted in
the preparation of a local development strategy and creation of a business incubator in
Batumi, currently a major provider of business development services in Ajara. UNDP support
to trade development focuses mainly on agriculture and aims at facilitating access to local and
international markets, establishing supply chains and including those in the tourism industry.
Trade-related services are provided to farmers and SMEs through a Trade Promotion Centre
based in the Batumi Business Incubator. Services include assessment of marketing
opportunities for agricultural products and assisting clients of the Agroservice Centre in
preparing business and marketing plans and in developing supply chains.
Main fields of agriculture in Ajara are: citrus production, fruit production, vegetable
growing, animal farming. Traditional fields are: viniculture, fish breeding, grain farming, and
bee-keeping. Auxiliary fields are: tea growing, silkworm breeding, tobacco manufacturing,
and medicinal plant growing. Revenues from these kind of cultures will exceed 8-10 million
GEL by 2015. Significant part of the production will be exported, while remaining output will
be used for cannery manufacturing. 14% of subtropical cultures (subtropical persimmon,
feijoa, actinidia, bay leaf) produced in Georgia account for Ajara.
For the local tourists Ajara is attractive because the opportunity of resting at the seaside
and in addition due to the infrastructure of Batumi (novelty sights), which is developing quite
sharply. As for the international tourists, they are mostly interested with ecotourism (visiting
highlands of Ajara, sights of cultural heritages). It is considerable, that according to
respondents, Batumi has more experience and traditions in touristic services (mainly marine
tourism). However, as respondents note, works are in progress in order to improve service in
other areas, as development of highland Ajara is an important priority. For the nearest future
development of mountain skiing is planned, which will enable Ajara to become attractive for
tourists in each season of year.
The quantitative research has shown that most of the tourists in Ajara prefer family type
guesthouses and average price hotels. Some portion of tourists chooses family type
guesthouses, while others stay at friends/relatives private apartments (non paid
accommodations). Only 20% of tourists stay at hotels and most of them are international
visitors.
The problem of rural tourism in Georgia is the lack of local development programs in
this area, lack of communication and socio-technical infrastructure in the regions. Also
hindering the development of eco-tourism in Georgia the tough business environment, the
lack of legal protection and preferential loans, tax burden.
5.4 Legislative regulation
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Legal status of rural tourism in Georgia is not defined, and it is a challenge to the
development of this activity as workers often understood the definition of rural tourism
differently and mean different things. And also a lack of clear legal framework hinders the
creation of economic development strategies of this type of tourism, support programs and
assistance.
The government supports eff orts to establish new projects and facilities by off ering not
only low tax rates, but also an efficient regulatory framework and a skilled and educated
workforce.
Government Policy and Initiatives towards Tourism Development:
- Free Touristic Zones in Kobuleti and Anaklia;
- Creation of elite annual Winter resort in Mestia;
- Development of Spa Cities around Georgia;
- Anticipated annual tourist growth of 35 % in the next 3-5 years;
- 8 National Parks;
- Therapeutic Climate;
- Ateni Bio Valley Development;
- Youth Olympics in 2015.
Synergies arise by allowing people to explore the natural bounty of Georgia along with
the other components of the Georgian Green Growth Strategy: agriculture and renewable
energy. The holistic experience of tourism, organic agriculture and renewable energy lends an
enjoyable approach to a sustainable lifestyle far from the highly supervised experience often
associated with living sustainably.
The Georgian Government is therefore keen to raise the sustainability profile of ongoing
and new tourism development projects with the aim of meeting current and future rising
demand for tourism offers that not only leave no trace of degradation, but also contribute to
preserving the country’s natural capital.
One vivid example of government support in this direction is a signed memorandum
between Georgia’s Ministry of Energy and Natural Resources and Ministry of Finance and the
French Development Agency. This memorandum envisages construction of a biomass heating
station in the settlement of Mestia fuelled by a sustainable wood-energy supply chain that
contributes to conserving forest resources.
The Georgian Government has taken bold steps forward towards greater integration into
the global economy by:
- establishing international accords such as free trade agreements (FTA) with
Turkey and the nations of the Commonwealth of Independent States (CIS), and
- good safety practice (GSP) agreements with the European Union and the
United States. In addition, Georgia is poised to establish FTAs with the EU and US.
Investors specifically interested in developing agricultural products are most welcome.
Together with such investors, the Georgian Government understands the long-term
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and ever renewing value of crop systems that avoid depleting the natural resources that
made the harvest possible.
5.5 Certification agencies for international standards
Besides its rich natural resources, Georgia off ers an institutional framework conducive
to organic farming: local institutions and certification agencies are on hand that maintain
expertise in the international standards relevant to organic agriculture. Government support
for sustainable agriculture The agricultural sector is important to the Georgian economy.
Recent years have seen agriculture gain greater prominence in the Georgian political agenda.
One vivid example of government support can be found in the state budget law for 2011,
which earmarks a 78% increase for the Ministry of Agriculture. Huge steps have been made
in terms of attracting foreign direct investment (FDI) to this specific sector. Entities willing to
establish agricultural processing enterprises will be able to acquire agricultural land for only
20% of the market price. Investors in agricultural projects can rely on the following support
provided by the Georgian Government, its Ministry of Agriculture and the Georgian National
Investment Agency:
- 0% property tax on small plots of land (less than 5 ha)
- 0% property tax on property transactions
- 0% VAT on primary supply of agricultural products
- 0% import duty on agricultural and other equipment
- Opportunity for privatizing agricultural land (75% of all agricultural land is
state-owned).
- 100% depreciation allowance on investments
- Liberal labour regulations
Key problems in the legislative and legal issues of agrotourism in Georgia can be
defined as follows:
- Legal illiteracy and weak knowledge of local residents of rural tourism;
- Low financial possibilities for organization «green house»;
- An insufficient accomplishment of rural houses, manors;
- Absence of roads in settlements;
- Advancement of a tourist's product of rural tourism on the market of tourist
services;
- Absence of communication of tourism with culture;
- Lack of quallity control;
- Extreme insufficiency of the state support, as on regional and local level.
5.6 Formal and informal standards for agrotourism
Quallity certification standards contain criteria that assess quality in the areas of
hospitality and customer service, safety, professionalism, accessibility, business operations,
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environmental impacts and partnership. The study revealed inexistence of clear, simple
standards of agrotourism in Georgia that would assess customer experiences at agrotourism
business. .There are no formal or informal, no any hotel or guesthouses standard in the
country except Elkana (Biological Farming Association. Registered in January 2008) and
some other entrepreneurs’ standards which work in this sector. National Tourism Association
says that they work for the development of agrotourism standards but have no clear picture
about its structure and containment yet. Working on the implementation of standards reveals
necessary to increase of stakeholders’ recognition and acceptance of decisions – factors that
are vital to the success of the agrotourism standards. Meetings with key stakeholders can
introduce participants to quality standards and to gather input for the development of quality
standards for agrotourism.
Due to this remarkable lack of standards, the project implementation has significant
meaning for agrotiurism development in Georgia.
5.7 SWOT analysis of rural green tourism.
SWOT Analysis is a useful technique for understanding your Strengths and
Weaknesses, and for identifying both the Opportunities open to rural toruism and the Threats
it may face. SWOT-analysis in general does not contain economic categories and can be
applied to any of the organizations and industries in general for building strategies in various
fields of activity, including in rural tourism.
Strengths
 Wine country and traditional Georgian cuisine. The country’s historical legacy
as the birthplace of wine is an important strength that is being leveraged in the
campaign “Europe Started here” which has launched in November 2007;
 Rich cultural, historical and archeological heritage;
 Increasing demand on local agricultural products;
 national ethnographic feature area (popular culture, everyday life, customs,
rituals, crafts, regional holidays, etc.);
 Impressive natural scenery and geographic location of the estate (availability of
nearby forests, lakes, etc.);
 climatic features of the location of the green estate;
 low incidence of crime;
 traditional hospitality of the population (openness and honesty in
communication, good arrangement and cleanliness of estates, regional dishes, etc.);
 tremendous opportunity for growth;
 Diversified agrarian sector of the region.
Weaknesses
 pollution of the environment (the presence of objects with significant
emissions of harmful substances into the environment, storage of toxic substances,
contaminated water, etc.);
 lack of signage and information;
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 poor protection of archeological, natural and historic sites;
 inadequate guesthouses for foreign groups (e.g. shower-toilet combinations
etc.);
 lack of shopping opportunities;
 insufficient transportation capacity;
 proliferation of garbage and absence of receptacies;
 lack of clean modern toilets;
 lack of a clear development strategy of green tourism at the district level;
 competition and lack of coordination between the various organizations
involved in promotion of green tourism, preventing the implementation of common
strategic development of the industry.
Opportunities
 promotion of new services. Information dissemination to guesthouses on how
to cater to western tourists;
 upgrade and supplement existing signage, especially in English;
 improving the quality of services provided;
 further develop niche tourism (e.g. wine, health, cultural);
 improvement of technical equipment of the estate;
 government-sponsored park rangers to give tours and monitor littering (as well
as create tour-guide standards);
 more English language information dissemination;
 support of local and regional tourist and hotel associations;
 improvement of the natural origin (wood, stone, etc.) estate interior and
exterior household items;
 supporting the development of related activities which are a source of
additional income and varies the recriation: breeding of bees, gathering and drying of
mushrooms, berries, hunting;
 development and implementation of green travel routes (hiking, bicycle, etc.);
 flexible pricing;
 obtaining international grants;
 establishing interregional cooperation;
 modernization of traditional folk culture, rituals, domestic crafts and cuisine;
 improvement of the environment;
 the possibility of preferential loans for farmsteads;
 arrival of tourists contributes to the protection and restoration of cultural and
historical sites of the region;
 providing new jobs to increase employment of rural population (e.g. service
industry, medicine, transport network);
 slow down the migration of youth to cities and abroad in search of work.
Threats


lack of qualified personnel;
political and economic instabilities in Georgia and region;
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
unfavorable demographic situation;

unstable political and economic situation ;

international perceptions on safety of Georgia;

prohibitive transportation costs in getting to Georgia;

poor knowledge of languages by the owner and the staff of the
farmsteads;

slow development of methodological, organizational and educational
information;

increasing competition from neighbor countries;

economic stagnation and deterioration of infrastructure and socioeconomic standards of living;

great ecological pressure on natural resources by a growing number
of tourists.
Due to SWOT-analysis we can identify the current level and prospects of rural green
tourism. Conducting a SWOT-analysis also provides the possibility to define territorial
characteristics and current direction of the agrotourism, concentrate logistical investment,
organizational, economic and other facilities for their needs.
5.8 The analysis of questionnaire
The National Travel Association provided a list of 1062 tourist enterpreneurs who were
registered with their department. They were telephoned with random survey principle. They
were asked whether their farm business agrotourism ancilor value-added processing. If the
answer was no, the interview ended. If yes, then they were asked to complete the
questionnaire. A cover letter was enclosed with each of the questionnaires, wtiich explained
the importance and purpose of the suwey. 20 questionnaires were retumed ai this time. The
respondents were presented from the various regions of Georgia. If the questionnaire was still
not completed, they were telephoned once more.
Most enterpreneurs which deal with agritourism consider themselves as a "guest
house" - 80 % of respondents, 20% are positioning themselves as a "familyhotel" and no
respondent chose “Villa” and "farm" (perhaps because of the business difficulty). The vast
majority (100 %) of respondents answered possess more than 10 beds. On the question,
"Which category is your tourism enterprise?" the answeres equally shared by 40 % between
one and two star and 20% indicated three star. It has to be mentioned that mostly this
categorisation is declared by the enterprise itself without any quallity control. 85% of
enterpreneurs hires labour force and 25 % leads the business on their own. It somehow
confirms a question about the number of sits in the company. 65 % of owners confirmed that
they have higher education and 35 % had a negative answer on this question, which is not
relevant to the answers of the following question about tourism education, where 100% of
respondents confirmed that they are educated in this sphere, some of them added that they
gained education through various seminares only. On the question about staff education, the
answeres were devided by 25% between “Everybody”, “Great part”, “Small part” and
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“Nobody”. This question can can be analyzed only in part because some part of business
holders simply do not use labour force. With regard to language skills we have good results,
as 100 % of estates can host foreign tourists in English and Russian languages. 9% indicated
that they speak French and Italian and 1% - in Polish as well. About stuff’s language
knowledge, 85% answered that the employees speak at least one foreign language. The
answer on this question was negative (25%) for those enterprises who do not hire labour force
at all. Computer technology is used by all respondents, the main purpose of their useis:
booking – 60%, web page management - 40%, for promoution – 40 %. Only few percentage
of respondents (20%) uses technology for both purposes. All of the companies use internet for
advertising their tourism enterprise and for exploring tourism market. 20% use “Visit Cards”,
Catalogues” and “verbal Communication” for promotion and this part of enterpreneurs use
tourist guides for gaining more informashion about tourism market too. 95% use the services
of a tourist information centers and all of them use services of tourist agency. Vast majority
(95%) of respondents said that they don’t have quality certificate, they have never applied for
quallity standards and they are not members of tourism association. Only one respondent
confirmed that they own quallity certificate, they have applied for quallity standards and they
are member of tourism association. The same percentage (95%) have never participaed in any
professional courses for improvement of the management culture of entrepreneurs in rural tourism.
Vast majority (95%) sais that there have never been any quality control exercised on their business.
5% of respodents said that the control was performed by Biological Farming Association – Elkana,
which has no legal rules for helding quallity control. On the question of “What kind of
additional services do you offer your customers”, 5% confirmed using only “Guided tours”,
40% use “Wildlife, bird watching”, “Traditional handicraft” and “Cooking local food” as
well. Only 5% of respondents offer all additional cervices to their customers. The main
objective of their business for 40% of respondents is “Attracting more international tourists”,
another 40% has business for “Increasing the number of the customers”, 20% wants to
“Improve quality of the tourism product”. All respondents expressed desire of certifying their
business. Majority (95%) of enterpreneurs sees “Poor infrastructure in the region” as the main
obstracle for their business development. For 5% of respondents the “Lack of managerial
culture in tourism” is a main problem for the prosperity of your business.
The survey show that the neterpreneursare not demanded to have any certain quality
standards for launching their business. There is no organisation which has authority of helding
quallity control. The businesses have desire for certification, which will help them to become
more attractive for tourists.
6. GREECE
1. INTRODUCTION
Tourism was always regarded as the “heavy industry” of Greece. Hence, the development of an
alternative tourism product of high quality and standards adapted to those internationally employed
will be of major importance for the flourishing of the tourism sector and the enhancement of
Project funded by the
European Union
entrepreneurship which will lead to the socioeconomic development of the region in the midst of the
financial crisis that turbulences most of the Southern European countries.
For the above mentioned reasons, the Municipality of Xanthi decided to exploit the initiative given by
EU funding instruments and submit as Lead Partner the project proposal called “Quality Certification
System in Agrotourism” (CerTour) joining forces with other organisations from the Black Sea region.
The present study of current status was conducted in the framework of Activity 1.1 of the above
mentioned project which is funded by the Joint Operational programme “Black Sea Basin 2007-2013”.
Main aim to the study is to examine the current situation related to agrotourism and the services
provided in the region of Xanthi. Furthermore, it investigates the existence of official and unofficial
standards along with their applicability and effectiveness in cases where those kinds of standards exist.
The specifications for this study were set by Partner 1 of the project, “Black Sea Economic Centre”
(Bulgaria) who also designed the questionnaire that was used for information gathering. In order to
further facilitate the information gathering and increase the validity of the research results, the study
team of the Municipality of Xanthi decided to design a third questionnaire addressing to entrepreneurs
of other sectors – outside accommodation- and public bodies related to tourism.
The study of the current status in agrotourism sector in the region of Xanthi will be a useful tool which
together with the studies developed by the other partners will form the basis for the implementation of
the Gap Analysis (Activity 1.3).
Project funded by the
European Union
2. METHODOLOGY
2.1
GENERAL
The development of the present study was based on information gathered from the following sources:

Web- bibliography concerning the current status of agrotourism in Xanthi

Site visits to selected agrotourism accommodations in the region and discussions with
entrepreneurs of agrotourism sector

Discussions with representatives of other enterprises related to the tourism product of the region

3 questionnaires with different content which were completed by respondents coming from
different target groups, more precisely:

Questionnaire addressing to entrepreneurs who own accommodation facilities in the
region of the Municipality of Xanthi

Questionnaire addressing to entrepreneurs operating in other business sectors and to
public sector bodies related to tourism

Questionnaire addressing to visitors/tourists in the region
The questionnaires were completed either directly by the respondents or by members of the
team that developed the study who received the answers via telephone or skype. The content of
the questionnaires is described below.
2.2
QUESTIONNAIRE FOR ACCOMMODATION ENTREPRENEURS
The content of the questionnaires addressing to entrepreneurs who own agrotourism accommodation
was derived from the Specifications for the present study, which were designed by the “Black Sea
Economic Centre” in the framework of the CerTour project, and involves the following sections:

Data related to the type, the capacity and the category of the accommodation

Data related to the human resources of the accommodation (general education, training on
tourism, foreign language fluency)

Data related to the promotion of the accommodation and the provision of information to the
public

Data related to the implementation of quality systems or quality standards

List of services offered by the accommodation

Aims of the accommodation business and problems faced in its operation which are related to
external factors
Project funded by the
European Union
The format of the questionnaire is attached to Annex A of the present study
Taking into consideration that the study specifications stipulated the completion of 20 such
questionnaires, 21 questionnaires were completed and gathered which are attached in Annex B
2.3
QUESTIONNAIRE FOR ENTREPRENEURS OF OTHER SECTORS
(OUTSIDE ACCOMMODATION)
The content of the questionnaire addressing to entrepreneurs of other sectors – outside accommodation
– and public bodies related to tourism was not identified in the specification study of the "Black Sea
Economic Centre". Therefore, it was designed by the team that developed the present study and
includes:

Information concerning the type of the organization / enterprise that the respondent represents

Services offered by the organisation / enterprise

Estimation concerning the satisfaction level of the visitors / tourists on the tourism product of
the region and more precisely:

the completeness of the services offered

their quality

the speed of service to visitors / tourists/ clients

the effectiveness of the service (namely the satisfaction of the customers’ needs)
Especially for the third question of the questionnaire, the respondents were asked to evaluate the
satisfaction degree of the visitors / tourists, not only from their business but from the tourism product
of the region in general and namely the services that are related to those that their own business offers.
The aim of this question is to demonstrate the perception of whether the region meets the visitors’
needs and to compare this perception with the real degree of customer satisfaction
The following chart demonstrates the number of questionnaires completed classified according to the
type of organization / enterprise compared to the number that it was stipulated in the specification
study of the "Black Sea Economic Centre"
Estimated number of
questionnaires
Total number of
completed
questionnaires
1. Operators
4-8
2
2. Local Authorities – Development Agencies
8-16
8
Type of enterprise / organisation
Project funded by the
European Union
3. Transportation businesses
8-16
8
4. Accommodation businesses
8-16
(βλ. Νο 7)
5. Catering businesses
4-8
16
6. Cafe - Bars - Pubs
0
8
7. Entrepreneurs in the accommodation sector (*)
20
21
8. Tourist agencies
8-16
8
9. Guide services
4-8
4
10. Tourist Information Centres
4-8
4
11. Retail shop services
0
12
12. Services supporting tourism businesses
0
2
60-100
72
Total
(*)
In this category 21 questionnaires for accommodation enterprises were completed (see. 2.2)
Obviously the specifications set by the "Black Sea Economic Centre" were adapted to the local
conditions of the study. Indicatively, it is mentioned that it was regarded necessary to complete more
questionnaires than those stipulated for the businesses operating in the catering sector and to further
add the business categories “Café-Bars – Pubs”, “Commercial businesses for tourist products” and
“Services for the support of tourism enterprises”
The format of the questionnaire is attached to Annex C of the present study while the completed
questionnaires to Annex D
2.4
QUESTIONNAIRE FOR VISITORS / TOURISTS
The content of the questionnaire for visitors / tourists of the region was designed by the "Black Sea
Economic Centre" and includes the following question sections:

Personal information of the respondent (country of origin, age, sex and occupation)

The reasons why the respondent chose this particular tourism destination

The source of information concerning the destination, the way of booking and the means of
travelling

The activities in which the respondent was involved during their stay (attractions visited,
activities in which the respondent participated and the events attended). This section involves
closed multiple choice questions and open questions

The degree of satisfaction concerning the plan of the trip, the accommodation, the offered
services and the first impression upon the arrival. At this point the respondent is asked to also
express his/her expectations
Project funded by the
European Union

The overall assessment of the advantages (strengths) and disadvantages (points for
improvement) of the region, the total evaluation and the intention to re-visit this particular
destination or the intention to recommend it to this family and friends
The format of the questionnaire is attached to Annex E of the present study
Taking into consideration the specification study had stipulated 40-80 completed questionnaires of this
type, a total of 54 questionnaires were completed which are attached to Annex of the study of visitors /
customers needs and expectation and are deliverable of Activity which form the project’s work
deliverable. (Activity 1.2 of the project "Quality Certification System in Agrotourism")
Project funded by the
European Union
3. QUESTIONNAIRE RESULTS FOR ACCOMMODATION
ENTREPRENEURS
3.1
PROFILE OF THE ACCOMMODATION
Age of the accommodation
Age of the accommodation
The age of the accommodation that completed the
questionnaire is demonstrated in the diagram.
However, the region has some older
accommodations but the vast majority is no older
1-5 years
14%
11-15 years
29%
than 15 years. This is a result of the implementation
of the EU programme “Leader” which in different
forms funded aggoroutism accommodations in the
region
6-10 years
57%
Type of the accommodation
Type of the accommodation
The accommodations participating in the research
were by type:

Guest houses: 7

Villas: 1

Farms: 7

Family hotels: 6
Family hotel
29%
Guest house
33%
Villa
5%
Farm
33%
Project funded by the
European Union
Capacity of the accommodation
Capacity of the accommodation
The categories of accommodation that participated
in the research by their capacity is as following:

=< 10 beds: 7

> 10 beds: 14
=<10 beds
33%
In reality, the region has a higher percentage of
accommodations with capacity over 10 beds than the
one that appears in the responses of the
>10 beds
67%
questionnaire but they did not participate in the
research
Category of the accommodation
Category of the accommodation
The categories of accommodations are expressed in
stars or, in the case of rooms to let, in keys. The
3 stars (keys)
19%
accommodations that participated in the research are
classified in the following categories:

1 star (or key): 5

2 stars (or key): 12

3 stars (or key): 14
This allocation is representative for accommodations
of the region even though there is a small number of
accommodation of greater category
2 stars (keys)
57%
1 star (key)
24%
Project funded by the
European Union
3.2
HUMAN RESOURCES
Employment of staff
Do you use hired labor?
The respondents answered whether their business
employs staff – even seasonal – outside their family
members. The answers display the following
distribution:

Employment of staff - Yes: 12

Employment of staff - No: 9
No
43%
Yes
57%
It should be noted that the staff is mainly employed
on a part-time or seasonal basis
Owner's educational level
Tertiary education degree (owner)
In the question whether the owner of the
Yes
19%
accommodation (or its manager) is a higher
education graduate, the responses are distributed as
follows:

Yes: 4

No: 17
It should be stressed that the percentage of higher
education graduates among owners/ managers of
accommodation is very low
No
81%
Project funded by the
European Union
Education of the owners in tourism
Education in tourism (owner)
In the question whether the owner of the
Yes
14%
accommodation (or its manager) is educated in the
field of tourism, the answers are distributed as
follows:

Yes: 3

No: 18
It should be stressed that the percentage among
No
86%
owners / managers of the accommodation with
education in the field of tourism is very low
Education of the staff in tourism
Education in tourism (staff)
In the question whether the employees of the
accommodation (when the accommodation has staff)
The minority
33%
are educated in the field of tourism, the answers are
distributed as follows:

All: 0

The majority: 0

The minority: 4

None: 8
The substantial lack of education of the employees
in the field of tourism should be stressed
Noone
67%
Project funded by the
European Union
Foreign languages (owner)
Foreign languages (owner)
The participants in the research were asked if and
14
which languages are used in the accommodation
12
either by the owner or by the members of his/her
10
family. The responses were:
8

English: in 8 accommodations
6

German: in 2 accommodations
4

French: in 1 accommodation
2

Bulgarian: in 1 accommodation
0
In 12 accommodations the owners don’t speak any
12
8
2
English
German
1
1
French
Bulgarian
foreign language
Foreign languages (staff)
Foreign languages (staff)
The participants in the research were asked whether
their staff (if there is) knows foreign languages. The
Noone
17%
The majority
17%
responses were:

All: σε κανένα κατάλυμα

The majority: in 2 accommodations

The minority: in 8 accommodations

None: in none accommodation
Businesses that employ 1 employee (not always the
same due to the seasonal nature of the business) who
knows occasionally a foreign language were
registered in the category "The minority"
The minority
66%
None
Project funded by the
European Union
Training in tourism
Training in tourism (seminars)
The question whether the entrepreneurs (owners or
Yes
19%
managers) of the accommodation are trained in the
field of tourism (seminars) received the following
answers:

Yes: 4

No: 17
The low level of entrepreneurs who are trained is
No
81%
stressed
3.3
PROMOTION AND INFORMATION
Use of computer
In the question of whether and for what reason the
businesses use a computer, the answers were:

For reservations: 4

For webpage management: 7

For promotion of the business: 14

No use: 6
Use of computer
16
14
14
12
10
7
8
6
6
4
4
2
0
Reserv ations
Web page
management
Promotion
No use
Project funded by the
European Union
Methods of advertisement
The advertisement of the accommodation, according to the responses in the respective question, is
done with a combination of various methods. The number of accommodations in the sample that use
these methods is:

Via Internet: 14

Via brochures: 7

Via tourist catalogue: 8

Via visit cards: 17

Via television: 1

Via radio: 0

Via tourist events/ expos: 2

Via website: 10

Via verbal communication: 19

No advertisement: 0
Methods of advertisement
19
20
17
16
14
12
10
7
8
8
4
1
2
0
0
0
Internet
Brochures
Catalogues
Visit cards
TV
Radio
Tourist fairs
Internet site
Verbal
No
communication
adv ertisement
Expansion of the tourism market
In the question of which way the businesses use to expand their tourism market, the answer from 13
businesses is that this is accomplished via Internet. None of the businesses stated the use of tourist
catalogue or cooperation with marketing business while 8 businesses gave no answer on whether they
investigate the expansion of the market
Use of centres offering tourist information services
Project funded by the
European Union
None of the participating businesses answered that they use services offered by centres of tourist
information
Use of services of a tourist agency
Use of services of a tourist agency
The participants in the research were asked whether
they use the services of a tourist agency. The
answers were:

Yes: 12

No: 9
No
43%
It is noted that most of the businesses even though
Yes
that they are classified as small enterprises, they use
57%
the services of a tourist agency obviously in order to
attract clients
Membership in tourist association
Membership in tourist association
The participants in the research were asked whether
they participate individually or as businesses in
tourist associations, outside those that it is obligatory
No
24%
to participate (eg. chambers). The answers were:

Yes: 16

No: 5
Yes
76%
3.4
QUALITY RELATED ISSUES
Quality certifications and implementation of standards and specification
Project funded by the
European Union
From the businesses that participated in the research, only one has quality certification and implements
quality standards or specifications
Third party quality control
Third party quality control
The 21 businesses participating in the research, in
the question of whether they experience a third party
quality control in the past, answered

Yes: 7

No: 14
Yes
33%
It is clarified that the control is performed by the
Hellenic Tourism Organisation in order to identify
No
whether the businesses meet the criteria stipulated
67%
by the national legal and regulatory framework (and
in this sense it is quality control)
Intention to be certified
Intention to be certified
The respondents were asked to express their
intention to have their business certified or not. The
answers were:

Yes: 15

No: 6
No
29%
It is clarified that almost all of the participants who
gave a positive response were not informed and
asked for more and detailed information in order to
Yes
71%
determine their final decision. However, it seems
that they are convinced of the benefits of the
certification.
3.5
ADDITIONAL SERVICES PROVIDED
The additional services offered by the accommodation businesses of the region according to the
responses of the participants in the research are:

Guided tour: 3 accommodations

Short walk/stroll: 16 accommodations
Project funded by the
European Union

Long walk/hiking: 4 accommodations

Boating: 3 accommodations

Wildlife/ bird watching: 0 accommodations

Horse riding: 0 accommodations

Cycling: 0 accommodations

Mountain biking: 0 accommodations

Cooking local food: 14 accommodations

Traditional handicraft: 2 accommodations

Agricultural process: 0 accommodations

Picnic/Barbeque: 10 accommodations
As it is known among the study team, in the region the additional services that appear to have zero
value in the results are offered, but this services is not offered by the businesses that participated in the
research
Additional services
20
16
16
14
12
10
8
4
4
3
3
2
0
0
0
0
0
Wildlife, bird
Horse riding
Cy cling
Mountain
Cooking local
Traditional
Agricultural
Picnic or
biking
food
handicraft
process
BBQ
0
Guided tour
Short
Long w alk,
w alk/stroll
hiking
Boating
w atching
Project funded by the
European Union
3.6
OBJECTIVES AND PROBLEMS OF THE BUSINESSES
Objective of the business
The entrepreneurs that participated in the research
were asked to name the main strategic objectives of
Objective of the business
25
20
20
their businesses for the upcoming period. The
answers were:

Improving the quality: 7

Increasing the number of the customers: 20

Improving the efficiency of the enterprise: 7

Attracting more international tourists: 3
15
10
7
7
3
5
0
Problems of the business
Improv ing the
Increasing the
Improv ing the Attracting more
quality
number of the
efficiency of
international
customers
the enterprise
tourists
Problems that hinder the prosperity of the business
In the question of which are the problems that hinder
16
the prosperity of the business the answers were:
14

Poor infrastructure in the region: 4
12

Insufficient transport links: 8
10

Poor road infrastructure: 1
8

Lack of managerial culture: 9
6

Large bureaucracy in procedures: 15
4
15
9
8
4
Other problems that were mentioned but are not
2
included in the options of the questionnaire were the
0
insufficient access to funding, the financial crisis of
the country and the phenomena of corruption
1
Poor
Insufficient
Poor road
Managerial
Large
infrastructure
transport links
infrastructure
culture
bureaucracy
Project funded by the
European Union
4. RESULTS OF THE QUESTIONNAIRE OF ENTREPRENEURS OUTISIDE
THE ACCOMMODATION SECTOR
4.1
GENERAL
The overall results of the questionnaires received from tourism entrepreneurs outside accommodation
are displayed in the following charts:
TYPE OF ORGANISATION
NUMBER OF QUESTIONNAIRES
1.
Agency of tourism interest or content
2
2.
Municipality / Development Agency
8
3.
Transportation business
8
4.
Catering business
16
5.
Cafe - bar - pub
8
6.
Tourist agency
8
7.
Agency providing tourist information
4
8.
Guide services
4
9.
Retail shop
12
10.
Service supporting tourism businesses
2
SERVICES PROVIDED
SERVICES PROVIDERS
1.
Provision of tourism information
12
2.
Promotion of tourism product
7
3.
Transportation
8
4.
Catering services
19
5.
Entertainment services
15
6.
Services of tourist agencies
7
7.
Tourist guides
6
8.
Retail shop services
12
9.
Service supporting tourism businesses
8
LEVEL OF CUSTOMERS SATISFACTION(*)
From the adequacy of the services
From the quality of the services
1
2
3
4
5
6
7
8
9
10
1
2
6
12
27
16
23
7
6
13
9
18
25
15
8
Project funded by the
European Union
From the speed of servicing (**)
1
From the effectiveness of servicing
From the cost of services
(*)
1
5
5
13
8
29
25
6
3
5
21
12
29
23
1
10
4
14
19
27
16
3
Number of responses
In two questionnaires the particular criterion of satisfaction was not rated
(**)
4.2
ESTIMATED LEVEL OF SATISFACTION PER TYPE OF SERVICES
For each type of service, the estimated level of satisfaction per satisfaction factor is demonstrated in
the following charts:
Satisfaction from the provision of tourist information
10.0
Average: 7.4
9.0
8.0
7.7
7.6
7.6
7.2
6.9
7.0
6.0
5.0
Completeness of
services
Quality of the
services
Speed of
servicing
Effectiveness of Cost of services
servicing
Project funded by the
European Union
Satisfaction from the promotion of the tourist product
10.0
9.0
8.0
Average: 6.4
7.0
6.9
7.0
6.0
5.9
Completeness of
services
Quality of the
services
6.0
6.1
5.0
Speed of
servicing
Effectiveness of Cost of services
servicing
Satisfaction from the transportation services
10.0
9.0
Average: 7.5
8.1
8.0
7.8
7.4
7.3
6.8
7.0
6.0
5.0
Completeness of
services
Quality of the
services
Speed of
servicing
Effectiveness of Cost of services
servicing
Project funded by the
European Union
Satisfaction from the catering services
10.0
Average: 8.0
9.0
8.1
8.1
8.3
7.9
8.0
7.5
7.0
6.0
5.0
Completeness of
services
Quality of the
services
Speed of
servicing
Effectiveness of Cost of services
servicing
Satisfaction from the entertainment services
10.0
Average: 8.0
9.0
8.2
8.2
8.1
7.8
8.0
7.8
7.0
6.0
5.0
Completeness of
services
Quality of the
services
Speed of
servicing
Effectiveness of Cost of services
servicing
Project funded by the
European Union
Satisfaction from the services of tourist agencies
10.0
9.0
Average: 7.6
8.1
8.0
8.0
7.7
7.4
7.0
7.0
6.0
5.0
Completeness of
services
Quality of the
services
Speed of
servicing
Effectiveness of Cost of services
servicing
Satisfaction from the services of tourist guides
10.0
9.0
Average: 7.1
8.0
7.2
7.3
7.5
7.2
7.0
6.3
6.0
5.0
Completeness of
services
Quality of the
services
Speed of
servicing
Effectiveness of Cost of services
servicing
Project funded by the
European Union
Satisfaction from retail shops services
10.0
9.0
8.0
Average: 6.9
7.7
7.6
7.2
7.0
6.8
6.0
5.4
5.0
Completeness of
services
Quality of the
services
Speed of
servicing
Effectiveness of Cost of services
servicing
Satisfaction from the services supporting tourism business
10.0
9.0
8.0
Average: 6.3
7.0
6.9
6.8
6.4
6.1
6.0
5.3
5.0
Completeness of
services
Quality of the
services
Speed of
servicing
Effectiveness of Cost of services
servicing
The overall estimated level of satisfaction per criterion is shown in the following chart:
Project funded by the
European Union
Satisfaction per criterion
10.0
9.0
Average: 7.4
8.0
7.6
7.5
7.4
7.3
7.1
7.0
6.0
5.0
Completeness of
services
Quality of the
services
Speed of
servicing
Effectiveness of Cost of services
servicing
The overall estimated level of satisfaction per type of services and the overall average can be shown in
the following chart:
Average satisfaction per type of services
10.0
9.0
Average: 7.2
8.0
8.0
8.0
7.6
7.5
7.4
7.1
7.0
6.9
6.4
6.3
6.0
5.0
Tourist
information
Tourist
promotion
Transportation
Catering
Entertainment
Tourist
agencies
Tourist guides
Retail shops
Supporting
services
Project funded by the
European Union
5. RESULTS OF THE QUESTIONNAIRE FOR VISITORS - TOURISTS
Out of the 23 questions from the questionnaire for visitors – tourists, for the aims of the present study
the results of question 21 are employed which asks from the respondents to assess their overall
impression from their trip and to identify some of the factors as advantages or disadvantages of the
region they visited. The structure of the question where the number of characterisations for each factor
is demonstrated, is as follows:
21.
What is your overall impression and assessment? Which of the following is an advantage or disadvantage for the
region?
Advantage
Disadvantage
48
1. Nature
2
38
2. People, Hospitality, Traditions
2
8
3. Infrastructure, Utilities
30
19
4. Information
40
8
5. Transport Access
32
41
6. Food
2
13
7. Services
18
13
8. Security
15
17
9. Hygiene
11
27
10. Tranquility, peace
3
15
11. Variety of additional activities
9
1
12. Other (please specify)
1
The overall results of the responses are shown in the following charts where the strengths and
weaknesses of the region, according to the visitors’ perception, are demonstrated:
Project funded by the
European Union
Advantages - Disadvantages (Strengths - Weaknesses)
60
50
40
30
20
10
0
Nature
-10
-20
-30
-40
-50
Food
People,
hospitality,
traditions
Tranquility,
peace
Information
Hygiene
Additional
activities
Security
Service
Infrastructure,
utilities
Transport
access
Project funded by the
European Union
6. SWOT ANALYSIS
6.1

STRENGTHS
The relatively recent establishment of accommodations in the region which documents – in
general – recent construction and allows the provision of many comforts

The non existing need for immediate renovation in the majority of accommodations due to their
relatively recent establishment

The ability to communicate in a foreign language exists in the majority of the accommodations
(either by the owner or by the employees)

The satisfactory degree of communication between agrotourism accommodation businesses and
tourist agencies

The participation of the vast majority of businesses in tourism trade unions related to tourism
sector

The provision to the visitors / tourists of a wide range of additional tourist services in the study
area

The positive performance of the region in offering certain services (such as good food,
entertainment opportunities and services of tourist agencies) that contributes to the satisfiaction
of the tourists / visitors

The natural environment of the region

The hospitable attitude of entrepreneurs, employees and inhabitants of the region towards
tourists / visitors
6.2

WEAKNESSES
The relatively low category (stars - keys) of accommodations are a disincentive for the potential
visitors

The seasonal operation of accommodations has as a result the increased operational cost of the
businesses

The employment of non permanent staff, usually of limited skills and without special
knowledge in the field of tourist services

The relatively low level of training of both owners and employees in general fields and fields of
management of tourist accommodations

The limited administrative and managerial capacity of the enterpreneurs of the agrotourism
sector
Project funded by the
European Union

The introversion of the businesses and their lack of attracting a significant number of visitors
from abroad

The negative performance of the region in providing specific services (such as effective tourism
promotion, guide services, shopping services and other supportive services) create
dissatisfaction to the tourists / visitors
6.3

OPPORTUNITIES
The apparent reorientation of tourists towards destinations and activities of agrotouristic
character

The new programming period of European Union funding programmes for which all the
involved stakeholders (public administration, agencies and enterprises) should prepare
themselves properly to achieve the best possible exploitation

The possibilities offered by information and communication technologies for the improvement
of business operation, better promotion of the tourism product and cost reduction

The intention of businesses of the agrotourism sector to certify themselves according to quality
standards after being informed

The project "Quality Certification in Agrotourism - CerTour" and the cross-border relations
developed in the framework of its implementation
6.4

THREATS
The extension of the financial crisis that will discourage visitors from travelling and vacationing
or will impose the decrease in the number of overnight stays and the use of additional services

The extension of the particularly limited funding for both the operational costs of the businesses
and the investments on modernisation or infrastructure

The apparent inability of the Hellenic Tourism Organisation to reciprocate its responsibilities

The insufficient infrastructure in the region of the study and more particularly the limited
transportation network from and to agrotourism destinations which threatens to cancel the
promotion activities of the region and its businesses

The stiffness of public administration, bureaucracy and the often occurring phenomena of
corruption

The tourism promotion of the region which is often of limited effectiveness
Project funded by the
European Union