THE IMPACT OF THE PROMOTION OF OHRID AT INTERNATIONAL TOURISM FAIRS ON OVERNIGHT STAYS AND ARRIVALS IN THE COUNTRY AND THE SOUTHWEST REGION
THE IMPACT OF THE PROMOTION OF OHRID AT INTERNATIONAL TOURISM FAIRS ON OVERNIGHT STAYS AND ARRIVALS IN THE COUNTRY AND THE SOUTHWEST REGION

Summary/Abstract: The Ohrid Region, inscribed by UNESCO as a mixed World Heritage Site, embodies a unique synergy of natural and cultural values. As one of only thirty-eight sites worldwide with this status, the region possesses outstanding universal values that demand continuous protection. This paper examines the impact of Ohrid’s participation in international tourism fairs on the growth of tourist demand, focusing on the period from 2013 to 2023, during which the Municipality of Ohrid actively engaged in fairs and exhibitions. Collaboration with the Agency for Promotion and Support of Tourism facilitated numerous international presentations. The methodology entails a synthesis of data provided by the Municipality of Ohrid and official statistical bodies. Figures on foreign arrivals and overnight stays, drawn from the State Statistical Office, underpin the analysis and ensure research credibility. A time-series analysis was applied to monitor trends in arrivals and overnight stays as key components of tourist traffic. Promotional activities from 2013 to 2023 were systematically mapped, and two parallel analyses were conducted to depict foreign arrivals and overnight stays at both national and regional levels (Southwest Planning Region). Results reveal a pronounced increase in overnight stays following intensified promotional efforts, particularly in years marked by active fair presentations and coordinated national-local initiatives. The analysis indicates that fair-based promotion, leveraging the site’s exceptional universal values, strengthens international interest and significantly enhances Ohrid’s visibility on the global tourism market. The positive correlation between fair promotion and tourist demand growth underscores the importance of strategic marketing interventions. It is concluded that systematic representation of Ohrid at international fairs contributes to the sustainable development of tourism. Recommendations include maintaining the integrity and authenticity of outstanding universal values in all promotional activities; strengthening inter-institutional coordination to optimize operational processes; and aligning marketing strategies with UNESCO principles to improve visitor perceptions. Updating mechanisms for collecting and analyzing tourism data will bolster accountability and effectiveness. The integration of advanced big-data analytics offers new opportunities for trend forecasting, while engaging the local community through educational and participatory initiatives enhances social sustainability. A long-term vision should incorporate the development of sustainability indicators to measure policy efficacy. This study provides a scientific foundation for further analyses and strategic interventions and enriches scholarly debate while guiding practical policy decisions

• Details
• Contents