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PPSE adopted a facilitative approach to address key issues in the tourism sector, working closely with relevant institutions to drive growth and consolidate ongoing interventions. This collaborative effort culminated in the approval of the National Tourism Strategy by the Ministry of Industry, Entrepreneurship, and Trade (MIET). PPSE supported MIET with a local expert to draft this strategy, which envisions Kosovo becoming a sustainable and competitive tourist destination, prioritizing natural and cultural tourism.
The strategy outlines key objectives, including enhancing Kosovo’s global tourist image, expanding digital tourist information, increasing accommodation capacities, upgrading infrastructure, and promoting sustainability standards. These objectives align with PPSE’s efforts to achieve systemic market changes, enhance sector coordination, and promote the development of high-quality tourism services.
Mountain tourism in Kosovo has traditionally been a male-dominated field, but recent initiatives spearheaded by PPSE are changing this narrative. Recognizing the untapped potential of women in this sector, PPSE has collaborated with local institutions and associations to create opportunities for women to become integral players in the tourism industry. This includes targeted support for training, capacity-building, and professional development specifically designed for women.
One of the key areas of focus has been the development of women guides. Historically underrepresented, women are now being equipped with the skills and certifications needed to lead tours, particularly in mountain regions where demand for knowledgeable and professional guides is growing. Through partnerships with guiding associations like GuideKS and the Mountaineering Association, PPSE has facilitated international training programs that have not only enhanced the skills of women guides but have also empowered them to take on leadership roles within these organizations.
While significant progress has been made, the journey toward full inclusion of women in mountain tourism is not without challenges. Women in this field often face barriers related to cultural perceptions, access to resources, and networking opportunities. To address these challenges, PPSE is not only providing training but also working on systemic changes that create a more enabling environment for women. For instance, PPSE has supported the creation of strategic tourism master plans in regions like Gollak and Junik, which include specific provisions for the inclusion of women in tourism-related activities. These plans are designed to ensure that women have equal access to opportunities in tourism development, from guiding services to entrepreneurship in tourism-related businesses.
Additionally, PPSE is working with local municipalities and the Association of Kosovo Municipalities (AKM) to develop policies that promote gender equality in the tourism sector. This includes advocating for the inclusion of women in decision-making processes and ensuring that tourism infrastructure and services are designed with the needs of women in mind.
The inclusion of women in mountain tourism is already showing positive results. Women guides are not only contributing to the diversity and richness of the tourism experience in Kosovo but are also serving as role models for other women in their communities. Their involvement is helping to challenge traditional gender roles and inspire a new generation of women to pursue careers in tourism.
Furthermore, the increased participation of women in guiding and other tourism-related roles is contributing to the overall growth of the sector. According to data from the Kosovo Agency of Statistics (KAS), there was a 22.15% increase in both local and international visitors during the first half of 2024 compared to the same period in 2023. This growth is a testament to the impact of a more inclusive tourism sector, where diverse perspectives and talents are being harnessed to create a unique and appealing tourism offer.