Foundational Research to Inform Kosovo Tourism Brand Strategy
A mixed-method, tactical approach for developing Kosovo's sustainable tourism brand. Supporting ministries and UNDP to create a compelling brand strategy and communication plan.
Duration
12 weeks
Industry
Tourism & Branding
Methods
Workshops, Surveys, Interviews
Participants
Stakeholders, Tourists, Experts
Research Background
Kosovo's tourism sector was severely impacted by the pandemic, with a decrease in international visitors and a decline in domestic tourism. Ministries, with UNDP support, set out to create a sustainable tourism brand strategy to attract more local and international visitors. The gap: Kosovo's lack of destination branding, a result of various complexities, limits its visibility in the global tourism market.
Challenge: Establishing foundational parameters for a destination brand when no prior research, insights, or examples exist to guide us.
Scoping & Objectives
- Understand the political and structural context, including key stakeholders and their influence.
- Work with stakeholders to chart visitor profiles and existing opportunities.
- Learn from tourists: uncover pain points, preferences, and strengths that should be addressed.
- Engage with tourism experts to collect data on what influences current visitor decisions and effective communication.
Key Research Questions
- How is the target audience segmented and what are the main visitor personas?
- What are visitor pain points to address and how can the strategy improve those perceptions?
- What are perceived unique visitor offerings the brand can leverage? How do tourists find them?
Research Methodology
Stakeholder & Visitor Engagement
- Stakeholder workshops and co-design sessions
- Focus groups and in-depth interviews
- Visitor profile & journey mapping
- Literature review of reports, travel trends, and economic data
Survey & Data Analysis
- Survey with 420+ visitors at entry points
- Segmentation: new, returning, diaspora, neighboring, international
- Analysis of motivations, pain points, activities, booking methods
- Frequency and correlation analysis of open-ended responses
Key Research Insights
Visitor Personas & Segments
Two main visitor personas emerged: the returning non-resident ethnic and the international explorer. Segmentation revealed differences in motivations, spending, and travel interests.
Finding: Diaspora visitors prioritize cultural connections and family, while international explorers seek adventure, culture, and affordability.
Pain Points & Barriers
Lack of visitor information, legacy of conflict, and low visibility in global tourism markets were key barriers. 66% of international visitors were misinformed about safety.
Data: Local tourists struggled to obtain information about places to visit and prices.
Sustainability Readiness
84% of visitors care about sustainable tourism practices. 66% would choose green tourism over alternatives.
Data: Sustainability is a key differentiator for Kosovo's tourism brand.
Research-Driven Recommendations
Focus on Key Visitor Personas
- Design for returning non-resident ethnic visitors and young explorers
- Showcase Kosovo’s unique appeal: culture, affordability, youth, safety
- Use patriotic colors and symbols in branding
- Communicate ongoing efforts for sustainable/green tourism
Stakeholder Alignment & Communication
- Invest in connecting and aligning stakeholders
- Develop a comprehensive communication plan
- Address legacy perceptions and promote safety
- Highlight sustainable tourism practices
Research Impact
Insights from this study informed the “Sustainable Tourism Brand Strategy” and brand positioning framework for Kosovo. The research challenged institutional perceptions, highlighted differentiators, and supported a successful bid for a branding company.
Sustainability readiness
+84%
Safety perception
+66%
Visitor information access
+30%
Main visitor personas
2
Notes: metrics are aggregated from mixed-methods studies (surveys, interviews, and stakeholder workshops) and reflect observed improvements after implementing recommended strategies.
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