Masterplan Ulcinj - Ada Bojana

Table of ContentsPart 1: Introduction1. Introduction2. Conceptual aims2.1 Market orientation & Vision2.2 Master Plan for Montenegro2.2.1 Approach2.2.2 Starting situation2.2.3 Velika Plaza2.3 EmploymentPerspectives andStandards2.4 Sustainability &Development2.5 Tourism Vision2.5.1 Starting considerations2.5.2 The whole area starts to be thedestination2.5.3 Offer Development Aims3.4. Tourism Strategy3.1 International Development3.1.1 Traveling Incentives3.1.2 Tourism Trends3.2 Various strategies in offer3.2.1 Competitive Destinations3.2.2 Touristy Hotel Industry3.3 Competitiveness and cooperation3.4. Destination as “brand product”3.4.1. Common (roof) brand andregional brand3.4.2. Service standard3.4.3. Brand “Policy”3.4.4. Destination management3.5 Destination markets3.6 Destination target groups3.7 Summary4. Framework requirements4.1 Ulcinj climate4.2 Infrastructure4.2.1 Traffic links4.2.2 Energy and water supply, wasteelimination and wastewater purifying5. Tourism potentialsa. General evaluation of potentials5.2 Velika Plaza and other beaches5.3 Ulcinj – history, setting and legends5.4 Potential and the surrounding area6 Tourist Offer6.1 Offer in Montenegro6.2 Ulcinj Offer6.3 Destination as a tour-operator goal6.4 Profile of Ulcinj’s strong and weak pointsPart 2 The concept of space planning7 The concept of space planning7.1 Current Situation7.2 Objective7.3The way of proceeding8 Physical Development Plan8.1 Physical Development in Montenegro8.1.1 The system of PhysicalDevelopment in Montenegro8.2 Physical planning instruments8.2.1 Physical Plan for Montenegro8.2.3 Overall town planning8.3 Urbanism aspects8.3.1 Development perspectives8.3.2 Restrictive areas of importanceat the regional level9 Shots of Ulcinj9.1 People9.2 Town structure9.3 Beaches10 Urban area of VelikaPlaza and the surrounding area10.1 Position10.2 Construction structure10.3 Use10.4 Access10.5 The green and the recreation area10.6 Available area10.7 Use of existing hotels10.8 Other characteristic elements11 Study of the Impact on the Environment(SEI)12. Physical, structural and urban concept12.1 Planning idea: “Rhapsody Mediterranean”12.2 Land use concept12.3 Land Use Plan12.4 Traffic concept12.5 Landscape Plan12.6 Implementation concept12.7 Land Use Concept for the module 212.8 Green area13 Detailed Urban Planning13.1 „Hotel Village “Module13.2 Construction structure13.3 Inner access13.4 The Second Phase - the Study onEnvironmental Impact (SEI )13.5 Cost assessment14 Summary & guiding idea15 Measures

AppendixImage 1.1Montenegro MapImages ListImage 1.2ADAC – Touring Through MontenegroImages 1.3 – 1.8Impressions from MontenegroImage 1.9Illegal DumpsiteImage 1.10Weekend House in NjegusiImage 1.11ADAC “Montenegro is not cheap destination”Image 1.12LogoImage 2.1Overnight stays in 2001/2002Image 2.2Traditional clothesImage 2.3Interesting places of tourismImage 3.2.Lykia World in TurkeyImage 3.3.Air sight on Lykia Worls , TurkeyImage 3.4:Logo MontenegroImage 3.5:TouropeImage 3.6:Tourism incentives in CroatiaImage 4.1:Water temperatures, monthly averageImage 4.2:Air temperatures, daily averageImage 4.3:Sunny hoursImage 4.4:Average of monthly falls, in mmImage 4.5:Floods during the rainy seasonImage 4.7:Transformation of natural landscapes into dampsitesImage 4.9:Wastes dispersed onto Budva town wallsImage 4.8:Neckerman Catalogue’s instructionImage 4.10:Wastes dispersed onto the hills above ValdanosLagoonImage 5.1:Five tourism zonesImage 5.3:Ulcinj development has reached Velika PlazaImage 5.2:A picture of Velika Plaza, taken from the airImage 5.3:Ulcinj development has reached Velika PlazaImage 5.4:Existing hotels and apartmentsImage 5.5:Private construction activitiesImage 5.6:Potential areas for birds protectionImage 5.7:Image 5.8:Olive GroveImage5.9:The River Bojana MouthImage 5.10:Mala Plaza,UlcinjImage 5.11:Valdanos CoveImage 5.7:Ulcinj beachesImage 5.12:The Old Town of UlcinjImage 5.13:Isolario del P.Coronelli,1696

Image 5.14:Dolcigno, Bakrorez Lasco de Varea,1713Image 5.15:The Life of ServantesImage 5.16:The book of ServantesImage 5.17:The film poster „Man of ManchaImage 5.18:Sabbatai Z‘wiImage 5.19:National Costume in UlcinjuImage 5.20:Pirate festa in costumesImage 5.21:The Old Town of Bar in the time of Turksaround 1700Image5.22:The Old Town of Bar todayImage 5.23:The Old Town of Bar before being destroyed in1850.Image 5.24:The mosque in the Old Town of BarImage 5.25:The Location of Sas and Sasko LakeImage 5.26Sas:St. Mary’s basilica relics (13.c.)Image 5.27Sasko Lake –natural paradiseImage 5.28:Tourist initiatives on Sasko LakeImage.29:Location of valuable areas with birdsImage.5.31:The location of natural reservoir on the SkadarLake in the regionImage 5.32:The levels of bike pathsSlika 5.33:Cycling park in MünsterlndSlika 5.34-5.37: Impresions from UlcinjhonterlandImage 6.1:Destination description – Tour operatorImage 6.2:Scene from the Sutomore BeachImage 6.3:A description from TUI 2003 CatalogImage 6.4:A description of ITS air-travel, 2003Image 6.5:A description of ITS air-travel, 2003Image 6.6:Structure of accommodationcapacity in MontenegroImage 6.7:St. StefanImage 6.8:Ski Hotel near RozajeImage 6.9:Hotels “Cases“ near UlcinjImage 6.10:Hotel Albators „A “ Category --520 bedsImage 6.11:Hotel Galeb „A “ Category --360 beds.Image 6.12:Velika Plaza Hotels ImageImage 6.13:Tourist resort on the Ada River IsletImage 6.14.Ulcinj described in Neckermann’s catalogImage 6.15:Price comparisonImage 6.16:Montenegro Price ListImage 7.1:Calendar of Ulcinj’s Mster PlanImage 8.1:Planning hierarchyImage 8.2:Sea Property –Velika Plaza Plans

Image 8.3:GUP of the town of Ulcinj:parts for Ulcinj andVelika PlazaImage 9.1:Panoramic picture of UlcinjImage 10.2:View of Velika Plaza towards UlcinjImage 10.3:The view along the beachImage 10.4:the Bojana river divides Velika Plaza and AdaImage 10.1:Physical Development Plan of theUlcinj regionImage 12.1:Areas for tourism developmentImage 12.2:Protection of the Velika PlazalandscapeImage 12.3:Protection of Ada landscapeImage 12.4:Golf courseImage 12.5 Potential marine locationImage 12.6Cove DjeranImage 12.7Study on marineImage 12.8:Inner developmentImage 12.9:the green areaImage 12.10:Beach areaImage 12.11:Phase 1:Module 2,„hotel -village“Image 12.12:Phase 2A:Module 3 „village “Image 12.13:Phase 2B:Module 2 „village “Image12.14:The are for tourism development „the village”Image 12.15:The area for tourism development „district “Image12.14:The are for tourism development „the village”Image 12.15:The area for tourism development „district “Image 12.16:Sematic presentation of Velika Plaza(current situation)Image12.17:Divisionof the green areaImage 12.18:Green area concept proposalImage13.1:Detail –circlesImage 13.2:Detail -T-connectionImage13.3:Study on the environmental impact: activityImage 13.4:Study on environmental impact :flora and faunaPlans listPlan 10.1 –Current situation in usage and trafficPlan 10.2Current status of green surfacesPlan 12.1Development conceptPlan 12.3Traffic conceptPlan 12.4Pedestrian link - a detailPlan 12.5Concept of green spacePlan 12.6New developmentPlan 12.7Space usage – a detailPlan 13.1Concept of free spacePlan 13.2Urbanizim detail

1. IntroductionMontenegro Is a small country (the territory ofwhich is 13,800 km²) situated in South-EastEurope. Its 650,000 inhabitants includeMontenegrins (62%), Serbs (9%), Albanians(7%), Moslems (15%) and Croats (1%). Most ofthem are Orthodox, great minority is Islamic anda small group is Catholic. The Municipality ofUlcinj, to which this Project relates, is composedof the citizens who are mainly Albanians (75%).Nevertheless and regardless of different religionsand memberships in relation to the Republic ofYugoslavia, Montenegro did not participate inBalkn’s conflicts during 90s. Also bilingualcitizens of Ulcinj behaved peacefully. In spite ofthat, Montenegro was subjected to internationalembargo, which was actually directed againstSerbia, the other member Republic ofYugoslavia.product, tourist industry is neither capable tosupport Montenegro economy growth nor tocreate necessary jobs. Significant effortsinvestments are required to improve the offer.Image 1.1 Montenegro MapThe consequences were injurious for tourism.Cross border passenger traffic was almostcompletely stopped for more or less ten years.Montenegro disappeared from geography mapsof international tourism destinations. However, atthat time, Montenegro attracted completedemand from isolated Serbia for seasideholidays, so the beautiful beaches of Montenegrowere enormously crowded. However, the seasonwas limited to several weeks, and the operatorswere able to achieve only the lowest prices. Theincomes were not sufficient to support life and tokeep tourism offer, to cherish the tradition oreven adjust it to modern market demands.Therefore, the offer was obsolete and worn out. Itwas not appropriate for demanding guests eitherin qualitative or in capacity sense. It was notcompetitive at international market and may bemarketed only via favorable prices. With its

There is the chance for Montenegro exactly in itslaw-level tourism, given that Montenegro, withinits narrow borders, has not only the climate andnatural potentials that can freely be characterizedas the “Mediterranean unique”, but alsoethnicities, religions and wealthy, millenniumsold, history may be thanked for famous culturaland historical relicts. Before all, Montenegro hasthe most beautiful and sandy beach located onthe south side of Adriatic coast, which is “VelikaPlaza” near the town of Ulcinj. It is not withoutreason that TOUROPA, the founding associationof TUI, announced in 70s that: “Montenegroseaside is probably the biggest hope of Yugoslavtourism. It has the longest beaches, most of themsandy ones. It can be assumed that a hugetourist center will be located on the kilometerslong and sandy beach of Ulcinj.”Montenegro indeed is probably the biggest hopeof Yugoslav tourism. It indeed has the longestbeaches, and the sandiest ones. It has beendeveloping between Budva and Petrovac in theform of huge touristy center, and it can beimagined that one huge center more will belocated on kilometers long and sandy beach ofUlcinj. The seaside has advanced on its way toEurope.Development optimism has appeared to beconceived, because of political turbulences. But,what is important is the fact that all moderntouristy centers have started their existencealongside optimal capacity beaches that areimportant precondition for success.Taking into account the changes in tourismmarket, the familiarity with the importance ofenvironment and sustainability, the new attitudesof guests as regards desirable quality, and thefact that Velika Plaza represents the exclusiveplace in the real sense of that notion – exclusivitynot only because it is unique sandy beach in theEast Adriatic, but also because Montenegro hasonly one such potential - then it is obvious thatthe mentioned waste of time as regards theusage of this resource is actually a sort of profit.This allows the new achievements of previoustwo decades to be taken into consideration whilediscussing the new tourism conception, and to beincorporated in it, and thereby to avoid themistakes done at other places that have led tobackward moving of demand, social failures,environment pollution and to the loss of regionalidentity.But, this does not condition only thecorresponding concept. The support of publicawareness is of the same importance, as well asthe inter-sectoral cooperation among allemployees, of legislative, administrative, industryand social forces and institutions in order toreach the successful implementation, and not tolet individual interests in and short-termaspirations for profit to be overwhelming impacton development.How fast tourism chances can be embodied and,at the same time, how they can be endangered,is illustrated in ADAC, Club Magazine, the mostpopular one in Germany which is issued in 13.5million copies. In its No.2 Issue in 2003,Montenegro was apprised as the country “whichmay be discovered by round tour by car”. Thissatisfies the first phase of Montenegro “discover”marketing strategy (which will be followed by“experience” and “enjoy” phases), and before allto the wish to extend economic effects in tourismon hinterland. It is true, there is plenty to bediscovered. However, Montenegro is famous forits swimming beaches and mountain landscapes.In addition, Montenegro, in each single part of itsterritory, has a lot more to offer to its visitors. Onthe other hand, it should open its beauties byintroducing leading systems of traffic arteries andexcursion maps, as well as multi lingualdescriptions and tourist guides, and all of valueto be visited, to attract tourists, to createeconomic strengths and jobs. Each sight may benetworked with other sights. By restaurantindustry and accommodation capacities, as wellas by selling local products, hinterland should beincluded into tourism a well.Image 1.2 ADAC – Touring through MontenegroSince the ADAC article described Montenegro as“nut shell of Europe, showing some of Spanishbeaches, Scandinavian fiords, and Swisscantons”, we are aware that this could beimproved also in other senses. It is also known

the nature is polluted by awful wastes, the illegalconstruction is all-present and spoils the nature,and the beaches are not full with swimmers onlyin Auguist, but they are also very polluted.In that sense, what is the most important is totake energetic steps and not to have newconcepts, to enforce the existing rules and toavoid disappointment of visitors because of uglysides of the country they visited.Image 1.3 Impressions from MontenegroImage 1.5Image 1.7Image 1.6Image 1.8Image 1.4:

Image 1.9 Illegal dump siteImage 1.10 Weekend house in NjegusiADAC “Montenegro is not cheap destination”The price-service relation also contributes to thedisappointment. The wish to gain maximum profitis, however, reasonable if we take into accountthe short season time. But, if services do notcorrespond to their price, the prices can returnlike boomerang in the following year and ruin thereputation. The observation of ADAC thatMontenegro is not cheap country should beunderstood as serious critic, because it is stillvery hard to find a service satisfying its highprice.Tourism Master Plan and marketing plan foreseethe development of tourism industry inconsecutive phases. The climate, beaches,cultural diversity and wild beauty of the countrymake the core of tourism offers. It is the role thatmay multiply its benefits and it is a guarantor ofsuccess in near future, if only all use itappropriately. Montenegro Constitution hasprescribed ecology responsibility, i.e., theprinciple of development sustainability within allareas. However, to behave according to thatprinciple does not imply only to commit to onecivilization idea only or the expression in obeyingthe law, but it means the imperative for theeconomic awareness at the same time.Therefore, Master Plan for Velika Plaza impliesall implementation measures shall be followed byeffective steps and controls, all for the purpose ofprotecting landscape appearance, the nature andthe regional identity, as well as for the purpose ofthe construction of infrastructure of the capacityenough for energy and water supply, wastesremoval and purifying waste waters.Image 1.12Logo1.11

5. Conceptual aims2.1 Market orientation & VisionTourism is the main industry branch inMontenegro. Its reorganization and upgrading,based on principles of consecutive marketorientation and sustainability, have the greateststrategic importance for the progress of thecountry. Tourism, supported by extraordinaryframe conditions, may significantly improve eitherthe living standard of population or the paymentbalance. It may create new jobs and provide theexistence of future generations. Tourism is theindustry branch via which Montenegro canbecome internationally competitive in fastestmanner, as well as to have the top position withinAdriatic region.That is why DEG, Germany Association forInvestments and Development, as itscontribution to the Stability Pact for South-East Europe- at the request of Federal Ministry forEconomic Cooperation andDevelopment, Bon / Berlin (BMZ) and- in close cooperation with the Ministry ofTourism in Podgorica, as well as- with the experts from municipalitiesdrafted Master Plan for Tourism inMontenegro, with the aim to create basicconcept of sustainable development inindustry and to strengthen internationalcooperation.While Master Plan, being proclaimedmandatory by the Government, elaboratesbroadly the crucial aspects of the state astourism destination, but generally, twofurther regional concepts should present thepossibilities via which Master Plan may beimplemented and deepened, based onpractical examples as models.One of those two concepts, Master Plan forVelika Plaza, should- describe market and qualitative courseof offers to be created,- have in mind also the increase in thenumber of tourists that would occupythe capacities over the longer seasons,while optimizing daily incomes perguest,- open the areas in hinterland region fortourism, in ecological manner andproffer the inhabitants of hinterlandareas additional sources of incomes,- define new offers, which would includealso other swimming destinations ofMontenegro seaside,- foster, in the interests of the wholeregion, cross border cooperation withneighboring countries,all by taking into account the effects on nearsurroundings (Skadar Lake).Market issue is composed of the elaboration oftourist visions for Velika Plaza. Such a visionformulates the framework and the aims oftourism policy and marketing, directed toward thefuture.The vision – from the point of view of tourismmarket – should encompass specialcharacteristics of the nature, culture values, andthe specificities of the region into a specificprofile attractive for those not being familiar withMontenegro. It should highlight unique sellingpoints and decide in which direction should, inlong-term sense, the offer of tourism services bedeveloped. Accordingly, the vision starts to be“red thread” for all institutions, companies andpersons participating in the tourism industrydevelopment.The vision is composed of more theses. Eachthesis contains a clear and defined expression.The sum of theses allows complete description ofdesired way to the future of tourism industry. Thevision, composed of these theses, is equaledwith the development strategy for Velika Plaza.The main aim of the vision is to provide qualityand identity promising success within thedestination and to emphasize the factors of itsunique position.2.2 Master Plan for Montenegro2.2.1 ApproachMaster Plan for Montenegro has been based ona comprehensive approach. It discusses theactual situation and the perspectives for tourismindustry, traffic access, infrastructure for energyand water supply, waste elimination and purifyingwastewaters, as well as for the institutions andorganizations. It represents the basis and theintegral element of Velika Plaza concept.Montenegro Master Plan for tourism and for theperiod of two previous years has been examiningespecially the following:- changes in international demand,- efforts in innovative offers, as theresponse to it ,- entrance of new destination into themarket,- development in direct competitivenessof the destination,- consequences of concentrated sales,- as well as general trends, characteristicfor the society and tourism consumptionand interests in recreation.

According to the requirements from the marketplace, it measures- the quality and the aspiration ofMontenegro tourism,- its cost – service relation,- possibility to optimize the position atmarket.2.2.2 Starting situationThe status of Montenegro tourism industry isweak: the country lacks financial strengths,products appropriate to the market, effectivemarketing, sufficient number of qualifiedprofessionals, investors ready for risk and, beforeall, guests.The number of overnight stays has decreasedfrom almost 11 millions in 80s to 3.7 millions atpresent. However, this number of registeredovernight stays has to be increased by that ofnon-registered stays, which is probably very high.Until 2002, foreign markets were almost cut off.Over the years of crisis, the demand inMontenegro and Serbia was decreased to sixweeks in the main summer season and to thecheapest types of accommodation. Since thesummer season of 2002, Montenegro hasexperienced itself a participant in WesternEurope charter flights schedules of some touroperators. But, for its inadequate quality ofaccommodation capacities and insufficient offers,Montenegro exhausted its selling capacities.Nevertheless, foreign demand for Montenegrotourism was statistically increased in 2002 formore than 30%. At he same time, the number ofnational guests decreased for 16%, for whichreason the number of overnight stays decreasedfor 8% total.Image 2.1 Overnight stays in 2001/2002The decrease in the number of national guestscan be easily explained. It is clear that manySerbians took advantage of their chance to goabroad for the holidays, for the first time after somany years. On the other hand, Montenegroexperienced the deficit in the number of guests.It is hard to assume the increase in the numberof guests from abroad will compensate thenumber of guests from Serbia, becauseeverything indicates demand from foreigncountries is present because of favorable prices:46% of overnight stays has been accomplishedby the guests from Eastern Europe, 27% fromformer Yugoslavia, and only 22% from WesternEurope.Law incomes, bad annual occupancy ofcapacities and unacceptable conditions fordemanding guests, are all the characteristics ofMontenegro hotel industry. Only 2,000 to 4,000of total 26,000 of available hotel beds areappropriate for international marketing.Several private initiatives, with the awareness asregards the quality and good ideas within smallhotels and boarding houses, in quantitativesense, still play somewhat significant role.Of almost 95,000 beds of the total offer, 26,000(27.5%) is those of hotels. Of them, 82% is inofficial category B (2** international starscategory); 18,500 represent camps (19.5%);30,000 (31.5%) represent “other types ofaccommodation” (industry and youth seasideresorts of simple standard), and 20,000 (20%) ofregistered private accommodation rooms.The Ministry of Tourism calculates the number ofnon-registered guests, whereas it evaluatesthere are almost 60,000 available beds, andthere are 90,000 available, but statistically notcalculated, beds in weekend apartments. If this istaken as a base, then the share of hotelaccommodation is decreased to 10.5%, and theshare of higher categories to 0.8 – 1.6% of thetotal capacity (2,000 – 4,000 beds).On such bases, the successful tourist industrycannot be build up – and in no case the tourismeconomically and qualitatively strong enough forthe creation of jobs. Montenegro needsadditional offers, which will correspond either tomarket and marketing demands or to economicnecessities of the country, and that will bedeveloped with actual offers simultaneously.2.2.3 Velika PlazaMaster Plan recommends Velika Plaza as themodel location for development of high qualitytourism center- because the beach space representsthe unique place at Adriatic seashoreand because it is mainly in public

ownership, the complex issues ofownership need not to be solved almostat all,- because the space includes fewbuildings only, and it offers unusualchance ”a big and uniquely designedconcept” to be made,- because the size of the space enablespermanent and intensive use in suchquantity that significant economic effectmay be achieved for the region ofMontenegro,- because it is completely clear that thereis a danger of non-plannedconstructions and irregular tourismusage that may destruct thedevelopment potentials and causeenvironment harms,- because Ulcinj, for its edgegeographical location has leftundeveloped in tourism sense,- because it, with neighboring Albania,achieves cross border cooperationwithin numerous tourism areas.The imagined target starts from 30,000 hotelbeds total and from all recreation facilities thatshould be constructed during the following 10 or20 years in separate phases, all for the purposeof ensuring long summer season. Whether it canbe achieved, depends not only on the marketconception, but also on whether it is possible tofind investors. The investors themselves expect- internationally competitive investmentconditions,- absolute legal safety,- guaranteed and effective ecologicalinfrastructure for energy and watersuppky, elimination of wastes andpurifying of wastewaters,- naturally, real expectations ofpermanent profits,- generally, the framework for theoperations in line with investors’interests.Velika Plaza has been given the priority- regardless also other localities, such asBudva, Becici and Sutormore, mustsolve their serious problems in tourismoffer,- regardless of the small bays andbeaches, such as Jaz, Buljarica IValdanos, are also of great potentialsthat could be endangered bydevelopment failures.Decisive circumstance has been the separatedposition of Velika Plaza that enables acompletely isolated manner of development,which does not influence other beach localities inMontenegro in any way.2.3 Employment Perspectives and StandardsOne of the main targets in Master Plan s toimprove income perspectives and the livingstandard of Ulcinj and hinterland population insuch manner that national inhabitants can beattracted to stay and to live there and tovoluntarily participate in activating tourismpotentials, since the poverty, hard agriculturallabor and the lack of perspectives have led to thedecrease in population number. Primarilyyoungsters abandon the land, so there isreasonable fear the labor force will lack in future.The precondition for better living conditions canbe created by tourism. Thus, French Government“Vila Plan” has defined 30 new tourismoccupations and it has foreseen morepossibilities for employment via tourism thandirectly in the tourism itself.Also the Commission of the EU (1999/C 178/03)declared the tourism potentials would contributeto the growth and employment most effectively ifgreater attention could be paid to it and ifcorresponding policy areas could be strongerintegrated. This could be made possible via intersectoralplanning concept, the development andthe implementation of tourism activities thatwould include social activities in and wiselyconsidered use of environment sufficiently.2.4 Sustainability & DevelopmentThe recommendation of the EU Commission arefocused on five success factors, such as follows:- Tourist providers should be orientedstronger toward guests’ wishes- Transparent and good frameworkconditions should strengthencompetitiveness and restore market tolife,- Modern infrastructure should increasethe effectiveness of performance withinthe region,- Human resources should be developedFrom the market point of view, two of thoseaspects are closely connected – guests’ wishesbased orientation and the sustainabledevelopment – because, nowadays, “toexperience wild and unspoiled nature” falls withinthree main categories of needs of demandingtourism market (F.U.R. in “Reisemotive” , i.e.travel motivations, p. 15/19)nevertheless, thesustainability means more than merepreservation of the nature. WTO defines theprinciple of sustainability in the following manner:

- natural, historical, cultural and othertourism resources are preserved for thepermanent use in future, but at thesame time the serve also in favor of thesociety existing today.- Tourism should be developed so as notto cause serious ecological or socialand cultural disorders at local or ergonallevel.- Ecological quality of the destinationmust stay preserved and must, wherenecessary, be improved.- The high level of satisfaction amongtourist should be achieved in order tomake the destination capable to existsand to stay popular within the market.The benefits stemming from tourismindustry should be allocated broadly.Meanwhile, the market expects the sustainabilityof each tourism development to exist and thenature to be unspoiled permanently. Therefore,the sustainability and unspoiled nature do notimply competitive advantage. However, toexperience the nature, the authenticity andsomewhat different identity mean the mostimportant motivations for traveling. As strongerthe experience is, the destination is moreattractive for the market.At the same time, the nostalgia for the naturalbeauties manifests in two forms, as follows:- as aesthetic contemplation of the natureuntouched by civilization,- and as the nature usage for recreationactivities.The most desirable type of of tourist andaesthetic enjoyment make the experience of“picturesque”. However, industrialized andunplanned constructions have disordered thelandscape, and the structures in uniformlyfunctional arrangement, the heaps of scraps andpolluted water, i.e. all the signs of modern time,cannot be nothing of “picturesque”. They areunattractive and undesirable for demand.However, tourists desire other type of world whileon vacation, the world in which they can projecttheir imaginations and needs. Everythingsupporting their imagined pictures, even if theydo not have anything in common with the realworld or if they are just simulations, helps thetourism success. Furthermore, tourist desirestronger experience of authenticity, somethingdifferent from the life they are used to, the life inold traditional style and within completely naturalsurrounding.Those experiences that reflect the long lastingmarket researches’ results and that are provenagain and again, serve as the base forsustainability imperative – not from theconceptual point of view, but from the economicpoint of view. The possibility of additionalsimulation joins them, i.e., the emphasizingeverything what visitors experience as exotic. Asfar as Ukcinj is concerned, Oriental architectureand sub tropical plants, rare animals, music anddishes, national dresses, old traditional festivals,stories and legends, as well as fascinatingSkadar Lake sights, all can be exoticexperiences.2.5 Tourism Vision2.5.1 Starting considerationsUlcinj does not in the possession of cultural andhistorical monuments of high rank. However, thetown has the ornament of oriental charm that hasgradually been disappearing – because it is notcleaned and cared. This charm is what Ulcinjdiffers from other towns in the country. Thecharm makes an important part of uniqueness(Unique Selling Points) on the one hand, and, onthe other hand, it enriches the diversity of overallMontenegro offer. Not only because of localidentity, but more for economic reasons that themunicipality, tourism industry and citizens shouldmake all their efforts to entrench and tostrengthen such Oriental charm.Image 2.2 Traditional clothes

This recommendation relates to all areas thatone observes with his five senses:- Visual sight: Architecture styles andconstruction materials, colors anddecorations, artistic handicrafts andtraditional clothes.- Hearing: music, dance and sellingexhibitions…- Bazaar crowd.- Taste: Oriental dishes and exotic fruits.- Smell: Oriental scents (exotic, artificialaromatic substances make desirableatmosphere in each modern Wellnesspark)- Touch: Turkish bathroomsBy itself, Ulcinj is not a famous tourism magnet.But, via skillful auto-simulation it could be“highlighted zone” to offer guests more than itsintolerably crowded Mala Plaza in the middle ofsummer season.It would be insufficient to be directed towardUlcinj and its old town. The whole arearepresents tourist destination with beaches,mountains and lakes.2.5.2 The whole area starts to be thedestinationTourists do not worry about administrativeborders of a municipality or of a region. They areinterested expressly in what they can see andexperience at the place of their vacation. That iswhy, from that point of view, tourism product ofthe region should be developed, then thecooperation between tourism industries and,finally, the marketing.Therefore, what is of interest for tourism, whatdeserves to be constructed – in short, mediumand long-term sense? The market demands

diversity and authenticity of the regional identity!In that respect, this area has more to offer, morethan it appears at the first sight. However, olddocuments for that purpose should be found,because nothing has been clear and available totourists. Regardless of beaches for swimming,Ulcinj region has been touristy undevelopedcompletely so far. The region has not beencultivated in tourism sense. But – if structuredand networked – it would offer a mosaic worthseeing and experiencing. The mosaic would becomposed of- excellent beaches,- magnificent views,- towns from the past,- historical towns,- fascinating flora and fauna,- national customs and traditions.And it would reflect its characteristic identity, theorigins of which are aither in the East or in theWest.Image 2.3 Interesting places of tourism2.5.3 Offer Development AimsUlcinj destination will be enhanced- as market oriented, clearly positionedsea bath, sports and experience localitywith authentic identity, standards of highquality and with corresponding image;- as the center with 3,000 – 40,000 of 3international stars hotel beds, within thelocalities of the Town of Ulcinj, VelikaPlaza / Ada, as well as within the bay ofValdanos;- as the center with additionalaccommodation capacities in borderhousesand local hotels, privateapartments, villages and within specificvillage houses and camps situated inhinterland and near Skadar Lake,- the center with infrastructure that willmake a variety of sights network andoffer broad range of different recreationalternatives, in order to satisfydemanding segments of the market andto ensure long lasting summer season;- as the unique product that will nothighlight only the features of its ownidentity, but it will also protect, developand upgrade them further, in order tomake them more attractive natural parkswith exotic fauna and flora, and all forthe purpose of specific touristy position;The locality will create the essential preconditionof sustainable development, such as- permanent infrastructure for energy andwater supply, elimination of wastes andpurifying wastewaters, that willcorrespond to internationally usualstandards,- traffic links with the airport of Podgoricawill be reconstructed (Sozina Tunel),and- the preconditions will be optimized fordirect marketing at international market (via Internet).6. Tourism Strategy3.1 International Development3.1.1 Traveling IncentivesOpinions on values, life styles and expectationswhile on holiday have been changed basicallyover the previous period so far. Travelingincentives are reflected in the changes of socialvalue system. While relatively simple needs havedominated in previous years, the holiday of thefuture will be more oriented toward selfachievement.Searching for the unknown will beall- present. Tourism industry must be preparedfor “hybrid customers” having numerous, evencontradictory, wishes Such guests change theirwishes every day and even daily.Holiday choices are more complex withsimultaneous increasing demands. Tourists,voracious for experiences, expect perfection andillusions. At the same time, the priority is the wishfor authenticity of the experienced.The central motivation for holidays remains,however, relaxation. Nevertheless, since thebeginning of 80s and together with previousmotivations (swimming, relaxation and culture),pleasure, friendships, sports, walking,enhancement of knowledge, exotic satisfaction,natural and health enjoyment have started to bemore important.Vacation incentives vary, depending on socialand demographic characteristics (age,educational background, incomes), inclinations(relaxation, sports, entertainment, culture),personal and family needs (physicaldevelopment, children), destinations(Mediterranean region, mountains, towns) and on

vacation type (hotel, club, holiday apartment,camp). Therefore and depending on target groupchoice, it can be said the varying is necessary inorder to adjust offer to it.According to the generally accepted rule, touristson vacation wish contrasts and other worlds thatare clearly different from their everyday life andtheir working environment. “Those ones whotemporarily left everyday life and who long fornew experiences” want to “have somethingcompletely different” and they afraid of one thingonly – of boring holiday.3.1.2 Tourism TrendsIn addition to the set of incentives and activities,demand requires four defined trends, such asfollows:- increased level of wishes,- individualization in traveling incentives,- greater flexibility, and- classifying target groups into subgroupsthat are increasingly smaller.3.1.2.1 Demand level increaseThe consequences of experiences and thepossibility of comparison are great expectationsas regards the quality of offer (tourisminfrastructure, modern convenience, services,availability) and the clear attitude as regards cost–service relation. Guests feel good quality ofbasic services, such as accommodation,restaurant industry, and entertainment services,as something natural in itself. They expectadditional services with highly emotionalexperience values.3.1.2.2 IndividualizationAs the response to globalization and“popularization”, the individualization is decisivesocial trend. Therefore, tourist should be offeredor enabled to possibility to have somethingexclusive that is unavailable to others. Often, theexclusivity of the experienced implies meetingunknown people and cultures, as well astraditional life style.3.1.2.3 Flexibility and short-term durationIn the future, the market will expect reservationsmay be checked at the very same moment ofdecision to travel somewhere (Last MinuteReservations). According to “One who is too slowwill be punished at the market” slogan, thecontinuous presence of clients is necessary - viainformation and reservation systems – instead ofprinting and disseminating catalogues (only).Destinations must improve innovative applicationof their informative and communicationtechnologies in order to sustain direct contactwith the market and to make reservationsimmediately.3.1.2.4 Diversification of target groupsThe membership in social and demographicgroups nowadays represent too roughcharacteristic of classification at tourism market.Classic methods of segmenting the market arealmost completely worthless for the designingtarget groups.Thus, well known target groups have beenseparated into sub-groups. This separationrequires the harmonization and the specializationof products assortment. Since the specializationis connected with additional equipment andservices, the costs of operation are increased.The results to such situation are big companiesand local corporations.3.2 Various strategies in offer3.2.1 Competitive DestinationsTraditional competitive destinations of formerYugoslavia have been continuously adjustingthemselves to the market changes and they havebeen developed at the same time. As such andencouraged by transparent tendencies, theyexpand their offer assortments. At the same time,their targets differ, but they are based on thesame principles, such as:-Sustainable development: In addition to theecology aspect, they pay great attention to theprotection of and the care for surroundings’appearance and energy generation so as topreserve resources and to avoid the noise.Social awareness relating to responsibilities isgaining deserved importance.- Diversification in comparison to competitors.Numerous measures are based on the featurestypical for the country in order to get theauthenticity of total products, emphasizingregional identity.- Regionalization. Supplementing each other,but highlighting differences, regions differ asregard their traffic links, their natures, climate andcultural and historical specificities.3.2.2 Touristy Hotel IndustryThe strategy of modern hotel industry productscorresponds to the destination developmentprinciples, almost completely. But, they put theeconomic aspects of companies at the top ofpriorities planning, and not non-economic,ecological and social ones. The hotel managerstake the change at market place as the base for

Image 3.1: Lykia World Plan, Turkey 3.3 Competitiveness and cooperationAll destinations are competitive in internationaltourism market. Their offers could be comparedvia tour-operators’ catalogues and via Internet. Aclient chooses according to his or her personalcriterions. The most important criterions amongthe above mentioned are prices, quality, contentsand the assortment of services, climate, safety,neatness and the comfort while traveling to adestination – and specific image as well.Image 3.2. Lykia World in TurkeyImage 3.3. Air sight on Lykia Worls , Turkey

Therefore, regional brand for Ulcinj and localbrand for Velika Plaza should be establishedunder Montenegro roof brand.Image 3.4: Logo3.4.2 Service standardA destination that wishes to become high-qualitybrand, has to offer authentic services ofstandardized and internationally comparablequality to related market place. They have to beaimed at the benefits of clients, andtransparently valued.If this concerns tourism industry products –hotels, camp and private accommodations,sports and recreation facilities, traffic lines - theserequirements must be met and provided viastandards. The Ministry for Tourism has alreadyaltered the old standards, and has redefinedthem based on internationally comparablecriterions.3.4.3. Brand “Policy”It is more difficult situation as far as the area ofindividual experiences is concerned. Sincetourism service contains nonmaterialcomponents, which are invisible and nonrenewable,destination marketing must payattention to perception and memorable elementssuch as:- names under which tourism regionshould start to be famous; and- logo, brand design and promising .Destination brand policy must simultaneouslygive the value idea, and, especially, theadditional psychological advantage.It is known that customers are ready to payhigher price for a brand product than for thebasic service of the same quality without itsbrand name. The mentioned readiness can beexplained by non-material value that makesrelation with known brand product.Those non-material values encompass thefollowing:- Prestige . Top quality destinations, suchas Toscana, St. Moritz, South Tyrol,Florida and alike.- Lifestyle. Entertainment, experience:Mediterranean Club Artours, Studious;- Life enjoyment. Italy, Brazil;- Quality. Switzerland, Mauritius, SeashellIslands, international hotels chain –brands, such as Hyatt, Hilton andKempinski;- Permanence. Scandinavian countries,Ireland;- Kindness. Carinthia- Safety. Austria, Germany.The level of famousness as regards Montenegroand its destinations is at minimum at themoment, and therefore they have pale images.The aim must be to achieve the recognitionwithin the market and to link the image of Ulcinjdestination to:- ornamental fluid of the region,- infinite sandy beaches,- the nature and the quality , as well as to- modern assortment of offer, and, at thesame time, to wild beauty ofMontenegro scenery and regionalidentity.What importance of “oriental fluid” the marketpays can be reflected in the Tourope’sadvertisement from 70s below. However, theadvertisement had nothing to do with the wholecountry, but only with Ulcinj. Nevertheless, thereflection had been chosen to motivate travel andadventure desires.Image 3.5: Tourope

3.4.3 Destination managementComplex aims of sustainable development, thattends equally to economic, ecological, social andcultural courses can be achieved only byharmonized development with all national andregional institutions.This encompass also the connection point of alltourism areas with construction engineeringindustry, transportation sector, handicrafts, retailsales, education, environment, art and culture.It is very important to include the public. Itssupport is necessary because it has to contributethe achievement of sustainability aim and toparticipate in its economic interest, in the initialphase.Except the purpose of functionality andinformation,numerous tasks, which have been concentratedaround purposefulness reasons, have to besolved in relation to tourism development in orderto ensure competency, efficiency and continuity:- strategic planning,- international marketing,- direct sale system development,- monitoring and analyzing of competition,- monitoring and analyzing of market,- advising of private entrepreneurs asregards product improvement,- tourism infrastructure development,- quality control of tourism products,- education and advanced training,- festivals organizing.Numerous areas for which we are responsiblerequire energetic, professional destinationmanagement, which must include personnel andmaterial items corresponding to economy branchof tourism, for the purpose of Ulcinj Project.3.5 Destination marketsUlcinj is summer swimming destination and for itspotentials it will remain as such in the future.This type of tourism is the most important aspectof economy and the most important marketsegment all over the world. Swimming tourism isbased on the success os all big tourismdestinations such as Spain,, Italy, Greece andTurkey, as well as the beautiful beaches are themain preconditions for the most successfultourism products.From that point of view, all European markets aredesirable.However, for economic reasons, too smallnumber and then gradually increasing number ofbeds, as well as for geographic position, Ulcinjmust focus on small number of markets initiallyand to related segments within those markets.Later and in paralle with enhancement of itscapacities, it must advance to new markets andtarget grops in order not to let the initialconcentration to be lost in one-sideddependence. Since the initial course is decisivefor image, which will be designed based on it, aswell as for the acceptance within market place,and then the first level of market strategy mustcorrespond to long-term aims. In later stages, it isextremely difficult to make any corrections.Based on that, all first development steps haveenormous significance for the future positioningof Ulcinj and its economic development, andbefore all for Velika Plaza.Therefore and on the one hand, the completeproduct must be the adequate one, i.e. :- it has to have perfect infrastructure for waterand energy supply and for waste elimination andpurifying wastewaters,- it has to appear sa ecology zone and establishfirm accents in relation to the nature,- it has to prepare extraordinary offers, brought inline with the market,- the capacity of which is sufficient toprovide efficient marketing,- and favorable charter flights.In addition to that and at the same time, it mustencompass- identity features, that can beexperienced,- marketing services that compose itsimage,as well as to be directed to the market, thescope, tourism expectations, organization andincome levels of which reasonably promise fastsuccess. “Fast success” implies the capacityoccupancy rate either as regards hotel beds orairplanes, for 6 moths total, along with higherprices for accommodation and meals.As for the sandy beaches as the main factors ofthe offer, Western Europe with Benelux,Germany, Austria and Switzerland offer the bestchance for construction phase.While Montenegro ismainly charter destinationbecause of its distance for the tourist fromWestern, Nirthern and Eastern Europe, theguests from South-East Europe will come almostalways by their motor vehicles. Therefore, thesemarkets are more flexible and, from long-termperspective, they are interesting also for themanner of their arrivals make easier directreservations. Thereby, the agent sales are

prevented and the tourism branch at local level isenabled to have higher incomes. However,those markets are still in difficult economicsituation so it is hard for them to provide the visitsof a bigger number of guests that would be inposition to pay high prices.Those are markets of the future, and the marketsof Northern Europe and of Great Britain shouldbe considered as potential ones only aftersufficient number of beds have been provided, inorder to cover the needs of those two markets.3.8 Destination target groupsUlcinj area must have double strategy- that will preserve client that we havehad so far, because it ensures manyindividuals to have their additionalincomes;- that will attract new clients (targetgroups), as marketing multiplicationsand to permanently keep them as such.Various target groups are not without furthermutual compatibility.They cannot be connected if they expressdifferent behaviors and requirements as regardsthe course and the quality of services. Thedifferences may result from the expecteddestination appearance and its environment.Therefore, it could be purposeful to form twoholiday resorts with great sensibility and toseparate them carefully. Such approach hasharmonized many tourism places, because oftensions among incompatible target groups, and,consequently, it has been partly planned byorganizers and local tourism industry in Majorca,Corfu , or the things have been settled bythemselves (Dubrovnik and Neretva District).With the improvement of living standard inEastern and South-Eastern Europe, it shouldexpect also the increase of aspirations asregards holidays. It may be anticipated that thetravel incentives will be as same as those ofWestern Europe tourist. That is why theaccommodation offers, which are unacceptablefor Western Europe people today and which arestill sustainable, will face increased opposition.They will be gradually eliminated or simplyexcluded from the market place, if it is notpossible to adjust them. Therefore, theimprovement of offer structure is no questionnecessary in order to attract new clients. Alsonowadays clients will also become permanentones if only the offer start to be advanced. Asbigger incomes those clients have, the biggertheir demands will be. However andindependently from that, Ulcinj will generally staythe destination for tourists wishing swimmingholiday, because of its beaches and lagoons.The mentioned clients make economic basis forthis area existence. Sometimes the clients, intheir enjoying limitless freedom while on holiday,can express eccentricities too far, provoke byunusual clothes, be too loud in theirconversations or make noise by their presence.This perceptible behavior is typical for holidaytime. Sometimes it is described as “masstourism”, and even it is disqualified as“undesirable”. Two things can be observed fromsuch critical attitude:- it has not dealt with the phenomenon of“regeneration” during non-stress holiday time,which was desirable during middle agepilgrimage and ahs been and is desirable duringcarnivals and, today, during holiday time, as thesearch for another world and of something faraway from everyday life.- It does not see that the world ofguaranteed freedom to travel, excessescannot be prevented either by bans orby pointing out a forefinger for thepurpose of making remark, but can beby the offer that covers needs.There is no research that has dealt with targetgroups and their reasons for visiting Ulcinj.However, the answer is obvious:- Since Serbia and Montenegro citizenshaven’t any access to other countriesfor embargo reasons, the wholesummer season demand has beenfocused on Montenegro seaside.- The sandy beaches and entertaining lifeof Ulcinj have had attractive role duringthat period.- After charter flights have started againin 2002, people from Western Europeare attracted by low prices, whichappear to be favorable at the firstmoment, as well as curiosity andprevious famousness of Ulcinj and itssandy nudist beaches.These are insufficient information to developappropriate vision as regards target groups. Theresearches can give the relevant indications onmeasurable incentives of visitors.Even in Dubrovnik and Neretva District, with thewell known Old Town of Dubrovnik, “swimminmg& holiday at the seaside” take one of the toppositions (84%), and “entertainment & pleasure”,“natural beauties as framework for holiday time”as well as “experiences” play equal role with 25-35% positioned one after another. “Culture” takesalmost 24.7% only in Dubrovnik. However, sportsare at 4%. The cultural and historical attractionsof the Old Town of Dubrovnik are reflectedselectively.

German analyses confirm the importance ofswimming tourism for destinations that needtourism industry as their basis for their existence.Market research, which is carried out each yearby F.U.R. for Germany, reflected the same orderline of incentives, however with differentpercentages.Main target group is composed of “guestsswimmers”.Target groups of “culture”,“thematic”, “agro”, “eco” and “adventure” tourists,which are mentioned frequently as “the groups ofthe future” in related researches within theoverall area, play subordinate role – culture &adventure = 8%; holiday at village estate = 3% orno role at all. Only “thematic tourism” gainsbigger importance , because the themes havebeen simulated for stronger experience feeling(30% total).Therefore, the niches are not completelyuninteresting. Although they offer differentpossibilities in economic sense, they still cansignificantly improve the image of destination orenrich the basic offers.Image 3.6: Tourism incentives in CroatiaTravel incentives in % Croatia Dub._N.Holiday at the seaside,swimming91.1% 83.8%Pleasure 36.1% 26.9%Natural beauties, naturalframeworks32.5% 28.5%New experiences 7.5% 24.7%Sports and fitness 7.1% 4.5%Thus, according to the analysis of F.U.R.,“Fitness” moved from 7% in 1999 to 11% in2002, and “Wellness” from 6% to 13%.“Wellness” falls among unavoidable componentparts of the range of tourism services nowadays.Conceptual considerations should include also“culture”, “agro”, “eco” and “adventure” tourists bycorresponding offers. They can primarily beexpected to bring economic benefits to thehinterland. However, the economic future ofUlcinj area or even Montenegro area cannot bedeveloped only with these target groups –various niches. They should be considered asvaluable additions.The main target group of tourists-swimmers isnot homogenous in any case. If taken asexample, it is easy to keep track of divisionamong target groups – one of the most importanttendencies at international markets.Image 3.7: Tourism incentives from F.U.R:Market evaluations1. Beach – swimming, 54%sun-bathing2. Relaxation, rest 58%3. Entertainment, joy, 38%pleasure4. Natural experiences 35%(clean surrounding)5. New impressions and 29%experiences6. Escape from polluted 28%areas7. Numerous experiences 27%8. Meeting new people 24%9. Contacts with domicile 16%population10. Entertainment and 18%animations11. Culture and education 12%12. Light sports activities, 10%fitness13. Active sports 8%14. Adventure, discovering,risks8%Numerous possibilities for individualdevelopment of products, directed toward specialtarget groups, result from it for investors andfuture businesspersons as regards Velika Plazaand Ada Island, Valdanos Lagoon, as well as thetown of Ulcinj. The sub-division of targets subgroupsin swimming tourism shown hereinaftershould understand only as an idea forconsideration; it does not exhaust the wholerange.-First differentiation is based on financialpotentials of guests. Also, further classificationsshould be made inside such clear grouping of“wealthy tourists-swimmers” and “less wealthy”ones.- Second differentiation is based onmarital status and age, as well as withrespect to single travels, travels incouples, or travels with kids.- Third level of differentiation depends onmain needs within a given group ofguests – whether they want to havesome rest at the seaside or they want todance within the group of amusing andvigorous guests – and on their personalinterests.- Different preferences are dominantwithin those personal interests. It givesspace for far- reaching classification, forexample- In sports area – tennis, golf, riding orwater sports;- For families – children of all ages;- For health – focus on beauty, wellness,fitness or really on rehabilitation.In addition to that, it should make difference alsoin relation to preferred types of accommodationand their standard. The mentioned variations canbe reflected in almost each type ofaccommodation at any level, either in hotels or in

4. Framework requirements4.1 Ulcinj climateUlcinj has all climate preconditions for swimmingseason from the end of April to the beginning ofNovember. Average daily temperatures ar quitesimilar to those at Majorca Island. Winter issomehow colder than it is in three comparabledestination. All of them have extremely weakwinter season, which exists only if the prices arelow.Water temperatures in Ulcinj are almost identicalto those around Majorca Island. From thebeginning of may to the end of October, thetemperature exceeds 20º C. Water temperaturesaround Kreta Island are higher, around Malagathey are a bit lower; thanks to enormousconditions for golf playing and to high qualitycultural offers, Andalusia gradually, and withoccasional decreases, builds up acceptablewinter season.Image 4.1: Water temperatures: monthly averageImage 4.2: Air temperature: daily averageAs far as the falls are concerned, Ulcinj hasunfavorable conditions, as well as the wholeMontenegro.From October to March, this area has real rainyseason, of the highest percentage in Europe.Advantages: Ulcinj area is full of subtropicalgreens and it is extraordinary fertile. The closecooperation between agriculture and tourism canbe implied exactly here.Image 4.3: Sunny hoursImage 4.4: Average of monthly falls, in mmIn addition to that, rainy season guaranteesenormous nature plays, when the rivers and thelakes flood their banks. The Skadar Lake is offour times capacity during the winter time.As regards average number of sunny hours,Ulcinj area is at the same level as Majorca andMalaga. Ulcinj enjoys few sunny hours during thewintertime, which is easily explained by oftenrains.Image 4.5: Floods during the rainy season

4.2 Infrastructure4.2.1 Traffic linksSafe traffic connections with destinations,comfort, speed and costs of traveling aredecisive factors for the success in tourism. Thearrangements of tour operators are decidedbased on them, as well as the round tourorganized tourism traveling. Effective trafficsystems are equally important for the marketingand the occupancy of capacities as the completetourism infrastructure and offer.Tourists from Northern and Middle Europe,traveling by their motor vehicles, arrive inMontenegro after long drive that takes 2 or 3hours, or even 4 days. Neckerman’s Cataloguefor 2003 for air passengers foreseen a veryoptimistic transfer of 2 hours from Tivat Airport toUlcinj. If they go by bus, the journey will takealmost 3 hours in intensive traffic weeks duringthe main season.Guests from Eastern Europe will always choosemotor vehicles because of the smaller distanceand because the arrivals and departures ofseveral persons are cheaper by car than byplane. Permanent availability of personal carsenables touring around the very place of visit,but has negative impact on ambient: traffic jam,crowded parking, “gray” parking, environmentpollution and endangering safety by exceedingspeed limits.During 80, consequences of cars coming forneighboring countries were present everywhereespecially in July and August, and, on the otherhand, big tour operators considered the distancebetween Tivat and Ulcinj’s Velika Plaza too big toencourage sandy beach potential development.Meanwhile, the solutions have appeared, suchas the reconstruction of roads and the linking ofPodgorica Airport with the seaside by SozinaTunnel.Only Sozina Tunnel will enable the ravel fromPodgorica to Ulcinj to be less than 2 hours.The future destination of Velika Plaza may usepreventive measure to avoid the negativeconsequemces of car traffic, at least withindevelopment area.Image 4.6: Traffic linksRailway traffic in Montenegro has small, marginalfunction for international tourism. Belgrade – Barrailroad, which was constructed in 1974 for thetourists from Serbia – especially for those fromthe broader area of Serbia capital city – may bealternative either for cars or for buses andespecially for the reason railroad along the RiverMorava leads through picturesque scenery,which also ca be considered as tourismattraction.On the other hand, the ferry line connectingMontenegro and Italy is more important. Thereare lines from Bar to Bari, Ancon and Dubrovnik,Putting modern ferry boats into function canshorten traveling time. At least for visitors fromItaly, and perhaps those ones from Switzerlandand Southern Germany, who want to reachMontenegro coast of Adriatic, the combination ofpassenger vehicles and ferry boats, or therailways to Bari and Ancon and the ferryboats, isthe alternative for long driving by car along thecoast.4.2.2 Energy and water supply, wasteelimination and wastewater purifyingGood telecommunications and efficient energyand water supply are necessary preconditions fortourism development. A big investor can hardlybe found nowadays if there is no, or therehaven’t been provided any infrastructure ofmodern quality – since they determine the qualityof locality and its image, in advance. That is whythe World Bank initiated the enhancement ofsouthern Anadolia beaches 20 years ago via aregional concept and development of completeinfrastructure. The costs were born by the WorldBank as well as the investors.

While telecommunications function in satisfyingmanner, power supply, mainly, covers the needsbut with several bottle necks (Risan).In order to enable tourism industry development,it is necessary to provide also ecological purifyingof wastewaters and the elimination of wastes inaddition to energy supply.Deficits in supplying with energy and waterdirectly influence tourists, as well as localpopulation and industry. This is generallyeliminated by own efforts. On the other hand,deficits in waste and wastewaters treatmentsoften have effects in the sense of middle or longterm,and they are mainly neglected (they havebeen ignored so far) –such as the contaminationof swimming water and the transforming ofnatural areas into “dump sites” .Image 4.7: Transformation of natural landscapesinto damp sites.The areas of supplying have been betterequipped and they have functioned better thanthe sectors for the treatment of wastes andwastewaters (as similar as in other plannedeconomy countries). Those are characteristics ofthe status of technical infrastructure that havebeen lasting so far – and, unfortunately, it is theappearance of Montenegro landscapes also.There are sufficient sources of water (springs,underground waters, rivers and lakes in the innerregion of Montenegro). Nevertheless, sometowns have unreliable water supplying.Bottlenecks in water supply occur during thesummer season. This does not affect Ulcinj, butaffects northern coast (Herceg Novi, Tivat).However, it has negative impact on the image oftourism industry completely – and in significantmeasure – as Neckerman’ Catalogue for 2003underlined expressively as the warning.Not to let misunderstanding, this statement,which discourage reservations, is I relation toMontenegro as the whle. However, it relates tocertain localities and to limited time durations.In order to avoid complaints, tour operators havecreated maximum precaution measures forthemselves. Thus and from the point of marketview, instead of numerous individual problemsthere is one generally serious problem. Wholecountry and its tourism industry suffer from it.Therefore, of special importance is to ensuregood supply systems at regional level, in order tosolve water supply problems also in other partsof Montenegro. The problems of water suppkyare not the consequences of insufficient waterreasources, but they are caused by extremelosses of water because of old network systemsand because of illegal consumption (in Kotor, forexample, almost 90%).Image 4.8: Neckerman Catalogue’s instruction:The main season implies the problems in waterand power supplies.Wastewaters purifying plants do not exist at alllocalities at all; they are limited to local towns’networks. Their structure status and maintenanceare usually insufficient. Purifying devices lack –even in bigger hotel buildings.Waste elimination in Montenegro is completelyunsatisfying. Except the gathering of waste,which functions partly in towns, the transportationof waste is organized individually and it isdischarged at non-protected dumpsites or it isunloaded behind “the first small hill just aboveValdanos Lagoon”. The land area is ratherburdened. Even the centers of towns in themiddle of summer season, such as walls aroundBudva, are not exempted from wastes.Image 4.9: Wastes dispersed onto Budva townwalls

The purity within the area where holidays arespent is among the most important criterions fordeciding what place to choose. Neglected use ofnatural areas for dumpsites will soon be reflectedas one of the most negative image factors,especially because it is in direct opposition toecological commitment of Montenegro.The capacity of international developmentcooperation should be focused on water supplyand on wastewaters and solid waste treatmentsin order to preserve and to enable the use ofpotentials for sustainable and high qualitydevelopment in tourism industry.Image 4.10: Wastes dispersed onto the hillsabove Valdanos Lagoon.The Valdanos Lagoon is one of the mostbeautiful locations not only of Ulcinj, but also ofthe whole Montenegro Adriatic coast. However,the locality from our dreams, which was born tobe the place of 5 international stars, is notdecorated by olive trees only. Unfortunately, it isdecorated by shameful heaps of wastes.6. Tourism potentials5.1 General evaluation of potentialsMontenegro is small country and each of itscorners can be reached in few hours of driving. Itstill has unseen variety of natural resources: highmountains with >>>>>>>>> and deep gorges,fertile valleys and the fascinating Adriatic coast. Ifcomparisons are allowed, they compete withthose of Norway and Switzerland, and with thelakes of Italy and Majorca. The vegetation is alsodiverse, depending on the height above the sea.However, cultural and historical values ofEuropean significance can hardly be found.Montenegro can be divided into 5 zones, each ofthem with its own potentials for different targetgroups, such as:1. Ulcinj region with its sandy beaches,2. Boka Kotorska Bay,3. rocky coast and harbors for swimming,extending from Tivat to Bar and Ulcinj,4. The Skadar Lake,5. High mountains with miniature capitalcity of Cetinje and with three nationalparks.The advantages of potentials are as follows;- Mild Mediterranean climate,- Natural beauty,- Diversity of natural resources,- Cultural and historical relicts,- Ulcinj sandy beach.Weak aspects of potentials are as follows:Only swimming destinations have beendeveloped and small skiing areas. On the otherhand, the potential have not been made availableanywhere: there are shortages in traffic networks,tourist guide services, signposts, descriptions

issued in several languages – i.e., completetourism infrastructure.Image 5.1: Five tourism zonesDangers for potentials are as follows:- Illegal construction all around thecountry,- Non-planned urbanization (Budva,Sutomore, Lustica Peninsula),- Waste and wastewaters treatments,- Crowded road traffic all around BokaKotorska, in some towns- Chaotic beaches, non-allowed parking,- Uncontrolled bird hunting within theareas of Skadar and Sasko Lakes.Chances given by potentialsPotentials – according to their diversity – enablesalso rather broad, cross border range of offers,shaped according to the measures of varioustarget groups: big number of guests-swimmersan many niches of regional character – extendingto skiing sites also.5.2 Velika Plaza and other beachesVelika Plaza is from 13 to 14 km long, is the mostbeautiful and the biggest sandy beach within therange from Trieste to Albanian border, includingalso 1,185 Croatian islands. Thus, Velika Plazamakes unique selling proposition, which givesthis locality special chance to as regards tourism.Therefore and because of the size and thehinterland, immediately behind it, that has notbeen developed at all and that is in privateownership, Velika Plaza can be considered themost important potential of economicdevelopment in Montenegro. Market orientationof quality and sustainable usage of this landpotential decide on:- whether the main aim of Montenegrotourism strategy will be achieved(raising living standard, new jobs, publicrevenues increase, and alike), and- whether the future generations couldlive supported by such potentials.Velika Plaza has been selected as a modelproject in order to avoid speculative, non-plannedbuilding, and, at the same time, in order to definetarget framework for the gradual reconstruction ofinterest for economy and acceptable for ecologyas well.In the planned part of this concept, there isdetailed description of how to gradually buildover a long period of years. The basic elementsof development concept are as follows:- focusing on the north-west side of thebeach, and- the protection of its ecologicallysensitive south-east part.- Development in 6 modules, mutuallyseparated by green zones,- The protection of coastal area and 100m2 of green surface per bed.“A. Speer & Partner” he concept of physicalplanning, except tourism concept, is based onextensive ecological examinations by “ERMLahmeyer International”, which are particularlyemphasized here. The sustainability conceptimposes the requirement that they have to betaken into consideration in all future developmentphases.In addition to that, Majorca’s experiences withmass tourism have been taken during planning.That has resulted in separated modules and informing green and protected zones.

Image 5.2: A picture of Velika Plaza, takenfrom the air.The northeast part of Velika Plaza is at theborderline with suburb settlements of Ulcinj.There are cases of illegal construction activitiesdisregarding the appearance of the area andneighboring areas as well. It was impossible tomeasure the quantity of wastewaters treatedappropriately.Between the buildings at the edge line and VelikaPlaza, the Milena Conduit discharges into thesea, the Conduit being the link between UlcinjValley and Adriatic.The front represents AD Island with its nudistsettlement, once favorable place and now ofhardly acceptable quality.The River Bojana mouth, being the borderline ofeast part of the terrain under the Project, which,since ecologically sensitive, should be protected.Background shows Ulcinj Valley and marshland,lake and salt-works zones that have beenpredestined for bird dwellings and that may e thedwellings of flamingos.Image 5.3: Ulcinj development has reachedVelika PlazaExcept the nudist settlement at Ada Island, onthe south-east part of the beach near Albanianborder, only a small north-west part of the beachis occupied by hotel and apartment buildings.The buildings were constructed 20 or 30 yearsago in socialist and uniform manner, and theyare, therefore, simple and without any ambient.However, because of the beach – and along withrather favorable prices – there are clients forthem.Image 5.4: Existing hotels and apartmentsBehind the near-coastal land, which is in publicownership, private construction activities occur.Nobody pays attention to the environmentprotection and to the regional style. Everybodyminds his own business.On the southeast part of Velika Plaza, there is aperiodically inundated area, because of the samelevel with the sea. That is where specialecological value of this part of the beach exists,worth protecting.Image 5.5: Private construction activitiesSince Nerung and Velika Plaza originated fromsegmentation of the River Bojana, the color of

sand is not particularly photogenic. It does notaffect the quality of the sand.Background shows Ulcinj Valley, which isconnected with the sea by the Milena Conduit.Birds dwelling place, prohibited for hunting, canbe established here, where also flamingos cansurvive being the tourism attraction for the maintarget group and for the niches after theswimming season.will have to work a lot on it. Velika Plaza is anideal beach destination covering a great area.Valdanos Cove – which is still used by the Armyas a resort – is exclusive place, while Ulcinj townbeach lives on the summer crowds that willcontinue to make the profit of it the future as well.Image 5.7:Ulcinj beachesImage 5.5: Potential areas for birds protectionThere are three favorite beaches in Ulcinjbeaches:• Sandy Velika Plaza beach has the greatestdevelopment potential. Its best part is the Islandof Ada, whose Southern part is protectedlandscape.• The most visited beach, and the most crowdedone in the summer is in the center of the town.• Much smaller than Velika Plaza, but for thisreason much nicer, with unusual landscape, isthe Valdanos Cove which is – one more USP –surrounded by a huge millennium old olivegrove.Velika Plaza impresses with its greatness, sandquality and impressive pine forest in some parts.The terrain is flat, therefore its landscape doesnot offer much, meaning the landscape architectsImage 5.8:Olive GroveImage5.9:The River Bojana Mouth

Image 5.10:Mala Plaza,UlcinjImage 5.11: Valdanos Lagoon5.3 Ulcinj – history, setting and legendsUlcinj is one of the oldest towns on the AdriaticCoast. Even Livie and Plinie, who called itOlchinium, reported on it. Coronelli tells itshistory and describes its position on the rockwhich penetrates the sea and which made thetown unconquerable from the sea in the oldtimes. This dominating position of the townfortress is still typical for Ulcinj even nowadays,as well as fertile valleys, vineyards and olivegrove that Coronelli spoke of enchanted.For its protected port, fierce battles were wagedover Ulcinj. In 1421 it was conquered by theVenetians, and in 1571 the Turks. In the waragainst the Venetians, the Turks hired andsettled Algerian pirates, so that Ulcinj, to quoteCoronelli, degraded becoming the refuge forunrestrained company. Because of the big salvesmarket and the pirates the town had had foralmost 300 years bad reputation.In the liberation war against the Turks (1876-78),the Montenegrin took Ulcinj over, but had to giveit up again under the conventions of the BerlinCongress. Only in 1880 did Montenegro getUlcinj finally back; this was preceded by theexchange of the territories, that Big Porta had toapprove of under the pressure of the EuropeanMilitary. In the year 1979 the earthquakedevastated Ulcinj when almost all old buildingswere ruined stripping it of its charm. However,much of it was renovated, in particular in the Oldhistorical town, but the damage from theearthquake can not be overseen.Ulcinj has always been and still is different fromthe old towns in the country. However, in the pastdecades many buildings which were constructeddo not reflect local traditional style, having purefunctional architecture, but with oriental feelingreflected in the mosque minarets, in the call ofthe khoja for people to prey, narrow alleyswhose stream of visitors remind of bazaar and inpeasant men and women wearing their traditionalclothes.From the aspect of tourism industry , the identityfactors are of greatest importance. To treasureand strengthen them is an imperative ofsustainability, economic reasoning and thesource of new jobs.Image 5.12:The Old Town of UlcinjImage 5.13:Isolario del P.Coronelli,1696

Image 5.14:Dolcigno,bakrorez Lasco deVarea,1713The town is still attractive thanks to• its history, if it is seeable in its buildings andother facilities and if conveyed to its visitors bythe guides, tours and interesting descriptions,• its present, if it makes different experiencespossible, which includes shopping, hangingabout, entertainments, meeting people as muchas impressive modernism,• its hotels, catering, facilities, recreation offer, forthe sports, entertainment, pleasure,• its atmosphere which is spread by its people,alleys, parks, cafes, music, markets etc. and• its legends, if these are skillfully presented andused to convey experience.The Ancinet Ulcinj, which dates back in time theRome was a village and the Greeks learnedabout sea fares must abound with the stories. Itis important to give them the feeling of the past.Historical aspect is yet less important thenreviving dead season.Let’s take the legend about Servantes that afterthe battle near Lepant, he was imprisoned for 5years in Dolcign, that he fell in love with a localbeauty after whom he gave name to Dulsinei, hisDon Kihot.The truth is that Servantes in October 7, 1571near Lepant lost his left hand, that his woundwas heeled in Italy and that only on September26, 1575, on his way home from Sicily wasimprisonedby Algerian pirates, from whom he wasransomed in September, 1580. That he set hisfoot in Ulcinj was never mentioned. However,Spanish sources have an interesting detail aboutit. The head of pirates who imprisoned him, wasAlbanian deserter called Arnaute Mami.It could be that Arnaute Mami was from Ulcinj,the greatest port of the time in that part of thecoast, where he might have boarded the pirateship. This could be a clue to Servantes-Dulcigno-Dulsineia, in order to be used in tourist purposes.Image 5.15: The Life of ServantesImage 5.16:The book of ServantesImage 5.17:The film poster „Man of Mancha

This can be done with a lot of humor in thebackground - Such as Servantes’ book...............or introduce a musical under the walls of thefortress of the Old Town.43Image 5.18:Sabbatai Z‘wiImage 5.19:National Costume in UlcinjuImage 5.20:Pirate festa in costumesSabbatai Z`wi.Sabbatai Z`wi is interesting not only for anyonewho is interested in history, for any religionscientist, Jew and Hasidean, but this is anexample of exciting, rebellious life and itstolerance that Christianity was not familiar with.His tomb is still here but is difficult to find. Exceptthat there is nothing else thatreminds of him. Pictures in traditional costume,such as this one, could attract crowds of tourists,if they become reality at least in holiday seasons,and not only stay in books such as here, whichshows something that has not been seen at leasttill now.Atmosphere and experiences can create a town.A town can dramatically present, with moderntechnology, even insignificant things. There arestages on the hill for that in Ulcinj, with thefortress of the Old Town, with its square in thebottom of the walls, where summer stage couldbe mounted. But these are the vision of thefuture. They will become important only whenhigh quality product can be marketed, with morebeds and when dead season revives.In the meantime, focus can be determined inadvance, which will unite history, legends,pleasure, traditional costumes, colors and sale –e.g. pirate holiday in historical costumes at theend of the summer season,which could be organized on the day in thememoriam of the battle near Lepant.Or let’s take –Jewish scientist Talmud5.4 Potential and the surrounding areaThe surrounding of Ulcinj cannot offer greatartistic and unusual cultural monuments, whichwould be worth mentioning in the sense ofincrease of demand. But, this is why this areaabounds in landscapes, history remains, andbirds habitats which are – when made available

– worth seeing. Tourist potential can be revalued–partly now, partly in time – by• thematically producing impressive scenariosbased on the historical testimonies and• setting up and settling once autochthon andnow endangered species in their natural habitats,such as pelicans and flamingoes. This wouldreflect the principle of sustainable development,create tourist attractions, and besides this,support the creation of a new brand. 2 economicaspects are of crucial importance : the point is to:• support a resort, season extension or beachoffer, or• to introduce additional niches for the tourists,whose main interest, when on vacation, is not thebeach.The first aspect has the priority, in order to havea good basis on which niche offer will lean.One of the most picturesque monument are theremains of the Old Town of Bar. The town wasfounded in the 6 th century. Antibarum was thetown of the king of Zeta,Mihail, the seat of Arch-Bishop and importantindustrial center. In 1571 it was conquered by theTurks, and in 1878, it was given back toMontenegro. The Old Town of Bar was destroyedin 1881 and 1912 in two explosions of the storedgunpowder.The Old Town of Bar is an important evidence ofMontenegrin history and is 5 km away from thesea, but situated in the hinterland. As a tourdestination it can complement the offer of theentire coast, to be the starting point and the goalof the planned tours and to give its inhabitantsthe perspectives by opening new jobs andmaking profit in tourism: catering, souvenirs, etc.Image 5.21:The Old Town of Bar in the time ofTurks around 1700Image5.22:The Old Town of Bar todayImage 5.23:The Old Town of Bar before beingdestroyed in 1850.Image 5.24:The mosque in the Old Town of BarImage 5.25:The Location of Sas and Sasko Lake

Image 5.26Sas:St. Mary’s basilica relics (13.c.)Image 5.27Sasko lake –natural paradiseImage 5.28:Tourist initiatives on Sasko LakeEven more mysterious than the remains of theOld Town of Bar are those of Sas. However,while the Old Town of Bar does not have to worryabout big number of visitors, because its capacityis such that it can receive a great demand, Saslocation is ecologically extremely attractive butyet sensitive one too. The remains of Sas arearound the Sasko Lake, which seems to be left tonature and it is birds paradise – it is one of themost important of all Ulcinj areas.Sas (Svacia Civitas) is first mentioned in the 11 thc. as the seat of the Bishop, in the 12 th c. it wasin the Kingdom of Zeta, which used to be thename of Montenegro, in 1242 it was devastatedby the Mongols and after the reconstruction in1571 it was destroyed again, this time forever.Some impressive ruins in beautiful natural settingare worth seeing.Sasko Lake has not been used in any way so far.Ornithologists determined: with other zones inthe Ulcinj area it belongs to the areas which arerichest in birds in former Yugoslavia (EnclosuresI,II and III).The intention to use Sas and Sasko Lake intourist purposes, goes back in time of formerYugoslavia. At that time, on the top of the rock, ahotel was built, something like a resort. Now, itsinterior is demolished.There is a small, excellent restaurant which waslately opened by a private entrepreneur. It wasmade of wood and it is in harmony with thesetting. Yet, it can cause problems. The activitiesof the guests in that ecologically sensitive area:Fishing, hunting, swimming, driving cars, picnics,radio noise etc. How can further similar initiativesbe guided when the first one is a success and isimitated?Sasko Lake, the Bojana River, the Ulcinj Valleyetc. need detailed, ecologically responsibletourist concept.In ornithologist experts circles the are of Ulcinj isregarded as one of the most valuable birdsareas, not only in Montenegro or formerYugoslavia, but in the whole of theMediterranean. Over 20 publications were issuedabout this. But resources are not yet known intotal, because there is no adequate managementof protection and maintenance. But, SlobodanPuzovic, who produced these data, during tworelatively short period of watching in 1988 and1991registered 251species in three sensitivezones (enclosure): in Salt Works basins in Ulcinj,on Velikaj Plaza, in the Milena Channel, in Ada,in the swamp area of the Ulcinj Valley, in thecourse and the mouth of the river Bojana and inSasko Lake and around it.We should add birds from the Skadar Lake,which are included in the list of SlobodanPuzovic.There – on the Montenegrin side- a small groupof pelicans can be found whose number, andreadiness hatch noticeably falls.S.Puzovic noticed curly pelican in the Ulcinj SaltWorks basins, while other ornithologists noticedDalmatian pelican and flamingoes.

Euronatur’s ornithologists believe that pelicanson the Skadar and Sasko Lakes could, as onPrespansko Lake/Greece, and flamingoes inUlcinj Valley and Salt Works basins, by settlingas in Kamarga,feel here as in their natural habitat•if peaceful inaccessible peaceful zones are setup and• if broods are in safe,• if absolute bird hunting ban is adopted andcontrolled• and general measures of protectionundertaken to protect sources of food.There is no doubt that among 250 determinedspecies pelicans and flamingoes are not the onlyendangered species, therefore it is an immediateimperative to set up protection zones withRAMSAR status. This should protect naturalenvironment for all the species. But pelicans andflamingoes attract not only active target groups,desirable for the niche called „Bird-Watcher “, butalmost all the tourists, and might have theminterested in other species, which can also beenseen. With pelicans and flamingoes severalgoals can be achieved:• Economically old Ulcinj Salt Works develop newadditional jobs.• main offer is extended and niche segments areattractive.• Simpatic image factor is gained with thefunction of exclusivity.• Thought out project of landscape protectionfinances itself, revalues destination and gives thechance to the population to make profit.Image.29:Location of valuable areas with birdsImage 5.30:first meal: pink pelicans in theDanube deltaThe construction and transformation of VelikaPlaza into a quality international touristdestination with big bed capacities willsignificantly increase the arrival of guests in theMt. Rumija, and particularly in the Skadar Lake.From Ulcinj and other beach destinations on thecoast, one can expect increasingly greaternumber of buses and intensified car traffic.Because, Mt. Rumija and the Skadar Lake areoffered as attractive daily tours, as adventuroustours all over the area, regardless of the damagethis can cause to the environment.Besides this, one should count on cross-bordertours via the river Bojana towards the SkadarLake, around the lake and in the National Park,although there is nothing spectacular to show atthe moment. These exotic names and goals aresufficient incentive for the tourists from Middleand North Europe.•desirable consequence: During tours anddiscovery trips, there will be an initiative fromsmall and medium companies will, which willharmonize with the wishes of the guests andmake profit on them.•Potential danger: wishes of the guests andprivate initiatives are for fast success withoutlooking at long-term effects for the areas andnature. Thus, e.g. it can be understood that youwant to take a boat ride, engage in sports or goswimming. Therefore, we will have beaches andwater sports. Surfing and motor boats arepotential danger as well as motor boats, racingyachts and jet skis – activities which willadversely affect the environment and frightenedwater birds.This is why the Skadar Lake needs clear conceptform the beginning, whose implementation will bestrictly controlled. Boats for pleasure should beallowed, but only on a solar energy which willpay off with regard to both image and marketing.Of course, sports activities, entertainment andpleasure are desirable but preferably withoutaccompanying noise. Under such criteria themarket is determined. This is how a densenetwork of bike paths was built in the Mid Europeto meet the requests of different subgroupsinterested in bike tourism.The hinterland of Ulcinj, the Skadar lake and Mt.Rumia have natural preconditions for wide

network of bike paths with these 7 level ofdifficulty.Slika 5.33: Biciklisticki park u Münsterlnd-uImage.5.31:The location of natural reservoir ontheSkadar Lake in the regionImage 5.32:The levels of bike pathsSlika 5.35:Slika 5.37:The vision for the hinterland of Ulcinj is tobecome something like bike park of Minsterland,in order to•enable ecological, sustainable bike and walkerstourism• open up the perspectives and jobs for the interconnectedvillages within one network,agricultural households and resorts,•contribute to strengthening local identities andconsciousness on the values of nature andenvironment• compared to international destination to be soattractive to significantly strengthen demand innon-beach season.Majorca has extended its season in the springand autumn thanks to bike and walkers tourism.Natural potential of Ulcinj area is as muchconvenient for that.Slika 5.34-5.37 Ulcinj hinterland5.36:

6 Tourist Offer6.1 Offer in MontenegroThe Offer in Montenegro is neither marketoriented nor competitive. In the last few years ithas been surviving due to the demand fromSerbia, which has been left with onlyMontenegrin coast for summer vacation, theeconomic sanctions having excluded all the otheroptions.Western Europeans have recently started toreturn attracted by low prices or simple curiosity,because tour operators see Montenegro as adestination with a future in tourism. The countrylacks financial power, efficient marketing,qualified personnel, investors ready to take arisk, and, above all, wealthy guests.These can not be expected before quality andvariety of the offer reaches acceptable level.General situation still resembles that of the 70s,even though there are several highly creativeprivate initiatives, fully aware of the importance ofquality. They cannot, however, significantly raisethe general level and remain more of a curiosity.Tour operator catalogs do mention theshortcomings of the service rather clearly for areader capable of dealing with a less-than-directlanguage of advertising.• Guests are expected to encounter constructionnoise and accompanyingdirt.• Water and power supply is not regularlyprovided.• Medical services are rather scarce.• Sport and entertainment activities, as well asbeach chairs are available only during the highseason. For many beaches, such as the one inSutomore, beach chairs are indispensable due tothe rocky surface of the beach, which is not truefor the Velika Plaza.Picture 6.2: Scene from the Sutomore Beachheating devices. Occasional water and energysupplies shortages are possible.If failures in services or technical malfunctionsoccur, hotel personnel, ready to help and verykind, give all their efforts to eliminate unpleasantsituation and are always grateful if guest acceptthese events tolerably.Image 6.5: A description of ITS air-travel, 2003ExcursionsYou want to be familiar with the country and itspeople? In that case your tourist guide has theright thing for you. Many interesting things forenabling familiarity with the surroundings areoffered in our program (all data are ofapproximate figures), for example:Montenegro tour¼Skadar Lake ¼Dubrovnik ¼Fish-picnic ¼Ulcinj ¼Boka Kotorska Bay¼Boat sight seeing¼Sveti StefanAll excursions are organized by our local partnersand they are not subjected to our responsibility.We retain our right to changes.Image 6.6 Accommodation capacity structurein MontenegroPicture 6.1: Destination description – TouroperatorTo put it bluntly, this is what it means• It is very noisy at nights, occasionallyunbearably noisy.• Beaches are overcrowded in summer andequally noisy.• In low season (both before and after the highseason) empty hotels are used for housing wildhigh-school student trips, which could be aproblem.Image 6.3: A description from TUI 2003CatalogBeachesare almost always public and available toeveryone. Hygiene status is under thecompetence of municipal authority in most cases.Image 6.4: A description of ITS air-travel, 2003HotelsEnergy reduction measures affect alsoMontenegro, and especially air conditions and

TUI catalogs let you suppose that the beachesare often dirty and that none of the contractualparties are responsible for it, which in turn meansthat nobody can demand damages. ITS doesmention that hotel installations are likely to breakdown and that the personnel, while rather kind, isoften not qualified. These kinds of remarks aremeant to prevent complaints and paying ofdamages. They are very cautious and generaland not valid in every particular case. However,if there were no good reasons for it, no touroperator would warn its clients.Regarding the ITS short tour program, which isalready not very abundant as it is, there are alsosome veiled warnings. Apart from possibleinefficient service, accommodation capacitiesand entertainment offer can not satisfydemanding clients with special interests otherthan swimming. Out of almost 95.000 registeredbeds representing total accommodation capacity,26.000 are found in hotels. 82 % of these arecalled B-category, which corresponds to the twostar rating. 2-4.000 beds could be suitable forinternational market. Camp sites offer 18.500places and 30.000 beds are found in “other kindsof accommodation “, i.e. in very basic holidayfacilities.Private accommodation officially offers about20.000 beds, but the real number is not known.The Ministry of Tourism estimates the number ofunregistered but available beds at about 60.000.There are also around 90.000 beds in privateweekend apartments, which are not included instatistics. That explains the existence of summercrowds, as well as of countless people trying torent their rooms standing in the streets andaccosting foreigners with ad-hoc boards drawnby them. That is the general impression thatMontenegro leaves on tourists. It is hard to talkabout quality in these circumstances.Image 6.7:St. Stefanimage 6.8: Skihotel near RopzajePicture 6.9:Hotels “Cases“ near UlcinjQuality standards of hotels and the variety oftourist activities proposed are but one of theimportant aspects of market orientation.Demanding guests equally pay attention to theatmosphere in the hotel, which is the result of itsstructure. That is why a new concept lookingtowards the future was inaugurated in the 70s onthe Montenegrin coast. St. Stefan, once a smallfishing village, was renovated and turned into ahigh-quality hotel town and it quickly drewworldwide attention. It became an example for anumber of tourist products: Port Grimaud, PuertoBanus, Village resorts in Korushka, etc. The ideaoriginated in Montenegro but it was commerciallyexploited in other countries. As a reflection ofthe local identity carved in stone, the atmosphereis perfectly suited to the wishes of today’smarket, to the principles of sustainabledevelopment and to the image of localpopulation.St. Stefan has become a star in tour programs forwhich an entrance has to be paid. This hoteltownhas, however, remained an isolated case inMontenegro allowing the country to still benefitfrom its image, but quality-wise it has dropped to

a level of a three-star. There have been otherattempts, apart from St. Stefan, to find alternativearchitectural solutions to the hotel uniformity ofthat period. Even self-styled approaches, suchas the Ski Hotel near Roðaje, have rarely suitedlocal architecture and blended into the scenery.Most often, the usual “hotel coffins” were built bythe beaches. They were supposed to be cheapand functional – that is, to sleep as many touristsas possible at low cost. It is still typical to findminiature rooms with no air-conditioning, verybasic plumbing, huge lobbies which are tooexpensive to cool or to heat. Montenegro isdominated by anonymous hotels which could befound anywhere else in the world.Several decades ago, things were done andplanned the same way everywhere around theMediterranean. The loss of identity has broughton the interchangeability of destinations and theprices started to drop.This once successful budget strategy has longbeen outdated. “Sterile” hotels of that kind cannow be sold only as cheap goods, even whenthey come with first-class situation with beachesand magnificent views of the sea. The topmostposition is frequently the only mark of quality.6.2 Ulcinj OfferThere are three main locations in hotel offer: thetown itself with the total of 1.300 beds in theAlbatros, Galeb and Mediteran Hotels.tThe north-east of Velika Plaza with the 2.200beds in three hotels: Olimpic, Otrant, Lido,Grand Lido and Bellevue. Officially, four out offive hotels belong to the A category. In reality,this categorization is unacceptable on theinternational level. The size and the state of therooms, lack of atmosphere, worn out furnitureand totally unmotivated personnel are the reasonthat these hotels can no longer be found in touroperator catalogs. Only the Otrant is rated as atwo-star hotel. This rather austere level iscompounded by a lack of recreational activities,which do not help the demand, in spite of themagical beauty Ulcinj’s sandy beach.In professional circles and in naturism segment,Ulcinj and Velika Plaza used to be famous for itsAda River Island, one of the favorite naturismlocations on the Mediterranean with 540 bedsalong the Albanian border. This is an extremelyvaluable ecological area, as well as an attractivetourist resort already in use. It has also be ratedas merely two star.In addition, there are 3 large camping sitesproviding accommodation for about4.600 tourists. The majority of beds are found inprivate accommodation, but again, nobodyknows precisely how many are available. In2002, 245.000 overnight stays were registered,about one fourth of which represented foreigntourists. These numbers are highlyquestionable. An honest internet station raisesits doubts when it reports the figures on MalaPlaza, the town beach, famous for its crowds anddirt in the high season.Picture 6.10:Hotel Albators „A “ Category --520bedsPicture 6.11:Hotel Galeb „A “ Category --360beds.Picture 6.12:Velika Plaza Hotels Picture

6.13: Tourist resort on the Ada River Islet6.3 Destination as a tour-operator goal.The description of Ulcinj and Velika Plaza inNeckermann’s Catalog “Plane Trip in Summer of2003” tells almost everything about thisdestination from the point of view of the touroperator.One can find information andarguments that sell well on the market:• The past of this pirate nest: Nowadays, piratesare associated with holidays and recreation inorder to boost sales: pirate voyages, pirateparties, etc. The pirate is no longer perceived asit used to be. He has become “a handsomeyoung man who courageously, nobly and happilyenjoys his boundless freedom”.• Fusion of the East and the West in attractivecontrasts: by describing Ulcinjatmosphere one can see that what is targeted isa holiday in “an exotic place far from everydaylife”• „...a mixture of colorful crowds. This relaxedholiday atmosphere can sometimes besomewhat noisy”. This characteristic descriptionaims at a clear differentiation of target groups.Ulcinj is portrayed as “ a tourist fair”, which putstogether creates the image and segments thetarget groups.• The description of sport facilities and eveningentertainment reveals in fact how poor the offeris.• “Rustic” in fact means “basic”. Music bands onhotel terraces and a nearby discoannounce the upcoming noise at night.From the tour-operator viewpoint, what isimportant is low prices compared to theinternational offer.Picture 6.14. Ulcinj described in Neckermann’scatalogOpen advice:Almost all the hotels throughout the season havelive music which is played in the bars or terraces:cries of joy are heard till midnight. After that mostof the bars and restaurants close up.During vacations (July/August) swimming sites andbeaches are international meeting places which arevisited by the domestic families as well - then it getsreally entertaining! In the pre-season and post-seasonperiods, the hotels must be ready for youth groups andschool excursions. Since working on infrastructureimprovement is continuous, construction works mightbe going on in some places.In the top season the hoteliers must be ready for theproblems with water and electricity supply. Sports andentertainment offer, as well as beach services such asproviding beach chairs for the guests are ready only inpeak season.Because of worldwide electricity awareness, the airconditioning devices are on only for couple of hoursduring the day in July/August, and off throughout thenight.The biggest number of internationally knownmedicines is hard to find even in big places.Therefore it is advisable to take with you yourpersonal pharmacy.

Picture 6.15: Price comparisonImage 6.16 Montenegro price listIn the eyes of a tour-operator, Ulcinj ia anattractive destination for people who can notafford expensive holiday. Here, one can get areasonable package deal with a combination ofthree factors:• very basic, reasonable hotel offer,• a sand beach of first-class quality,• exotic, unspoiled nature in certain areas.Basic, reasonable hotel on the beach in suchsurroundings is very hard to find at present.Similar hotels were used to present a moreprofitable offer. Even Bulgaria, which used tohave the same, poor offer, has been consistentlytrying to raise the standard of its hotels, as wellas the prices. The product level in Ulcinj limitsthe scope of target groups.Catalogs of tour-operators reflect marketdevelopment and the positions of destinations. Itis next to impossible to find two-star hotels. Eventhree-star hotels are receding in favor of four-starestablishments. The leaders are: Wellness-,family, sport andadventure based hotels, all-inclusive formulas,tourist clubs, romantic hotels, etc.Versatility of target groups and products knowsno boundaries. On the other hand, it seems thatUlcinj has been frozen in time.If we wanted to describe it using negative termsfull of prejudice, than we would call it masstourism. What can be read in catalogspaints exactly that picture: Ulcinj is the perfectholiday place for noisy crowds that want arelaxed holiday atmosphere on great beaches ata reasonable price, who do not mind noise, whoare not particularly active and who are easilypleased with simple service. This impression isenhanced by calling Velika Plaza “Lido”. In fact,the idea of “Lido” contains two aspects: agorgeous beach and a crowd on it.But, mass tourism which is often mentioneddisparagingly, can be a sound foundation for theeconomy, as is the case with Toremolino. Thedemand then should not be limited to 6-8 weeksa year and the profit per client must be higher perday than what is stated in tour-operator catalogs.The span of price per day for a half-board in atwo- or three-star hotel at the beginning of thelow season goes from 12 ¤to 33 ¤ in the peak ofthe high season.A 20 % commission for the organizer has to bededucted from that. One does not have to be aprofessional to realize that good service andnecessary maintenance could not be paid from

these amounts, not to mention investments toimprove the products or increase the salaries ofthe employed. The package price is low, butonce there, everything becomes expensive. Thecost of everyday expenses went up when theGerman Mark was replaced by the Euro. ADACmonthlyreports : “MontenegroIs not a cheap country“.(p.4)In any case, one should ask a question whetherUlcinj economy can afford to raise prices withoutraising the quality and the range of its offer. Theanswer fromTUI, ITS and Neckermann is a warning andunambiguous :” No!”A new, innovative product which will bedeveloped simultaneously with the existing offerwithout interfering with it, then becomes a logicalconsequence in order to preserve the existingnarrow basis of existence and to build a saferfuture.6.4 Profile of Ulcinj’s strong and weak pointsStrong pointsUlcinj and its immediate surroundings have threeUSPs (Unique Selling Propositions), and a wholelot of important tourist assets.• Velika plaza (USP)• The Lake of Skadar (USP)• Bird World (USP) and nature• its climate in summer• Natural hinterland ambient• Oriental flavor• The Lake of Sasko• Ada Rivel Islet• Cove Valdanos/ olive groves• Easy access (Sozina Tunnel)• Salt-works• The ruins of Stari Bar and £asWeak points:• Low level of all offers• The state and atmosphere of hotels• Insufficient diversity and market orientation• accessibility of tourist objects???• A fixed connection to “mass tourism”• Short season and prices of tour-operators• Garbage disposal• Road traffic and parking problemsChancesOut of all coastal regions in Montenegro, thearea of Ulcinj has the most significant touristpotential. A sustained development strategywhich will be consistently carried out, can resultin• 30-40.000 hotel beds,• corresponding direct and indirect jobs as wellas• high earnings for the country and municipalitieswhile simultaneouslyraising the standard of living for the localpopulation• Through the development of ecological andmarket-oriented product, Ulcinj can reach a highposition among beach destinations on theMediterranean. This should be linked to:• ecology (setting up a ornithological park andprotected natural areas)• authentic factors (Oriental flavor, historicremnants)• programs of activities and events having to dowith nature (creating a network of footpaths,bicycle tracks, visiting lakes and mountains)• with above the average quality one can create aunique identity as a future tourist destination..• Hinterland can be included in favor of smallprivate initiative and attract other clients.DangersThe biggest danger lies in unplanned, quick,success-oriented or speculative exploitation. It isfeared that the construction of the road alongVelika Plaza has objectives which areincompatible with sustainable development. Thelayout is planned as a fast road without anyregard for biotops. The inter-sectordevelopmental concept for VelikaPlaza, which includes the entire surrounding areaand all sectors of economy, and which linkssocial, political and ecological aspects into anetwork touching on many interests, must bedirected with uniformity. Without energeticorganization with clearly defined tasks, thinsconcept can not be realized. This kind oforganization does not exist as of now.Picture 6.17: Road building on VelikaPlaza,2003

7 The concept of space planning7.1 Current SituationThe planning of space is based on the strategy oftourist development. It turns its goals and tasksinto a realistic plan.Velika Plaza, as a unique sand beach inMontenegro, offers a great opportunity toanimate the buyers’ tourist potential, as well asthe highest segment of tourist demand.Velika Plaza near Ulcinj, a 13 km-long sandbeach which so far has been leftunderdeveloped, is signaled in Adriatic Coasttourist strategy as a Unique Selling Point (USP).This has to be realized through a determinedsustainable development project which shoulddeal with space, urban and green surfaces (PreMaster plan Ulcinj),and which corresponds to modern touristrequirements.An overall planned action has been decided forUlcinj. Tourist objects are being carefullyselected with an eye to the future. They have toprovide a long-term answer to all the demandsand satisfy the high standards regarding quality.The overall planned action for Ulcinj consists of :• a clear and solid concept with networkedsegments• forming of an interdisciplinary team consistingof various professions and competences withinthe very framework,• including local parties (politicians,professionals, interested citizens) in the processof creation• using endogenous potentials as a basis fordevelopment.In accordance to the overall strategy, a specialcare should be taken to make a very careful andlong-term planning, to take into account thepossibility of adding on and to leave the optionsopen for the future development which can notbe foreseen now.7.2 ObjectiveThe objective of planning is to create a conceptfor sustainable development of tourism and forits urban realization in Ulcinj, while taking intoaccount ecological restrains and the possibility ofrealizing it in several phases. The conceptualgoal is a resort with about 30.000 hotel beds inVelika Plaza in modern buildings blending in withthe surroundings, as well as planning for theaccompanying tourist equipment and facilities.The goal is that the Municipality accepts this “PreMaster plan” as guidelines of its development.7.3 The way of proceedingIn phase one, a picture of the existing situationwas taken and an analysis of the state of coastaltourism and the hinterland was made, withparticular attention to Ulcinj and Velika Plaza.Own research was completed by professionalcontributions of local experts.In phase two, three project teams made analternative proposal for VelikaPlaza project. These projects with theiradvantages and disadvantages were discussedwith the local authorities and professionals inUlcinj.Afterwards, the Municipality decided on theapproach which suited its interests. It was theproposal which was considered favorite from theviewpoint of the development of tourism andurban planning.This approach has been processed and realizedin great detail. A special influence on it was theknowledge gained through the simultaneousStudy on the Influence on the Surroundings of(SIS), (done by Biro ERM LahmeçerInternational). The next step was a detailedstudy of the space concept of Velika Plaza.These concepts were discussed on severaloccasions with the experts on tourism andecology, after which they were optimized.In phase three, one module of space conceptwas chosen and realized as a proposal of urbanplanning on the scale of 1:2.000.Simultaneously, a Study on the Influence on theSurroundings was done. In the interactiveprocess of planning, there was some adaptationof planning to the ecological demands, which atthe same time created a very high-quality spacestructure for tourist buildings and other facilities.The whole concept, with its detailed urban areaand the results of the Study on the Influence ofthe Surroundings, waspresented in Ulcinj and widely discussed inpublic. From this transparent planning process, atop-quality and sustainable result was createdwhich was then accepted by all parties, both fromurban and ecological aspect.Image 7.1: Calender of Ulcinj Master PlanProjectTime frameworkOctober 200109. Oct.2001 –13. Oct. 2001Nov. 2001 – March200204 Nov. 2001 –05 Nov. 200103 Dec. – 04. Dec200114 Jan. 200219 Feb. 2002-Project phasesProject commencementVisiting the siteIdentification of evaluated areaEvaluating and analyzing existingsituationVisiting the siteEvaluating and analyzing existingsituationWorkshop FrankfurtOverall conception discussingWorkshop FrankfurtConception of space usage discussingEvaluating and analyzing existingsituation and details

01 March 200215 Frb. 2003 – 31March 2002Visiting the siteTourism expertsApril 2002 – August200222 April 200228 April 200210 June – 11 June200205 August – 06August 2002September 2002 –October 200208 September – 12September 2002October 2002Concept phaseVisiting the siteDiscussing the concept with competentpersonsWorkshop FrankfurtDiscussing urbanism details andstudies relating to the influence onenvironmentWorkshop FrankfurtAlignment of urbanism detailsResulting phaseVisiting the siteHarmonizing concepts with competentpersonsDiscussing plan detailsEnd of Project

8 Physical Development Plan8.1 Physical Development in Montenegro8.1.1 The system of Physical Development inMontenegroMontenegro is distinguished for its structuralsystem of urban planning which is in itselementary characteristics based on the conceptof physical development of Yugoslavia.Planning and competence of decision-makingare regulated in principle in two levels:• at the level of the Republic•at the level of 21 municipalities (which, withoutexception, include several local communities)Parliamentary approval for physical planning isneeded in each level.The extent to which individual plans are currentdiffers.Lately there is a tendency towards modernizationof the planning system and production of nationalphysical development plan at the level ofMinistry.8.1.2 The problems of the development of thecountry, region and towns buildingThe plans developed at a higher instance areoften outdated, therefore they only partly meetcurrent development requests. In addition to that,there are the following problems:• the failure of application of physicaldevelopment plan (which can be noticed in„illegal districts“, illegal construction);•confrontation with investors on the one hand;-absence of serious investors on the other hand• changes related to competence during theprocess of transformation and privatization;• Due to frequent changes of municipalauthorities, continued urban planning is notpossible, because most of the municipalauthorities are inclined towards satisfying theirown clients: the example of urban developmentin Budva is obvious.8.2 Physical planning instruments8.2.1 Physical Plan for Montenegro„Physical Plan for Montenegro “- GeneralPhysical Plan of the Republic –was made afterthe earthquake in 1979 and was not in principlechanged ever since. This is why the greatestnumber of physical components are not currentany longer. This in particular refers to the goalsfor the development of districts and theirinterchangeability with neighboring countries andregions – Bosnia and Herzegovina and Kosovo.On the other side, positions which refer totourism development on the coast can bebasically regarded as current. Therefore, „theModel of Tourism Physical Development“envisages three categories of tourism centersand desirable auxiliary facilities with tourisminfrastructure for all of them:• „Tourism center of the I class “:Budva• „Tourism centers of the II class “:Herceg Novi,Kotor,Bar,Ulcinj,etc.• „Tourism centers of the III class “:small placesPicture 8.1:Planning hierarchyThis classification, to a great level, reflectsfactual present position of these places.Therefore Budva is tourism center of Montenegrowith certain problems (e.g. mass visits during thesummer, great traffic burden, illegalconstruction).8.2.2 State planning by regionsFor planning and investment in Velika Plaza inUlcinj, „Sea Property “(Professional institution forthe sea property) plays an important part.Use, development and protection of the seaproperty in Montenegro are regulated by the„Sea Property Law “.The sea property is all theproperty in the sea, as well as the coast, portsand beaches.The coast is defined by the highest wavesimaginary line when “sea turbulences aregreatest“.Image 8.2. Velikia Plaza Plans

The subject of the legislation on „Sea Property” isthe area stretching 6 more meters further fromthe imaginary line. Further, the subject of theregulation is the water area used for sailing ofthe ships and for fishing as well as the waterarea which is used for other sea purposes. Therecan be exceptions to this regarding the width ofcertain areas as determined by the Governmentof Montenegro. Therefore entire area of VelikaPlaza is the subject of regulation.Sea property is the ownership of the state. Theycan be used by private owners under certainconditions. Public institution (The Sea Property)defines, under the law, the time of use and thelevel of lease.The sea property is managed by „The SeaProperty“.The competent authority signs contract with theuser of the sea property (e.g. for the cafes on thebeach, renting beach chairs, construction ofmarinas etc).The compensation which is collected is used forthe protection and development of the seaproperty i.e. for infrastructure projects. Privateowners can build facilities with the approval bythe construction authority (The Ministry forPhysical Development).The Ministry for PhysicalDevelopment passes the approval together withthe municipality in line with the plan written bythe experts (The Sea Property). Such facilitiesare then the subject of the legislation „on the seaproperty “.ComponentsThe Development Plan of the Sea Propertyincludes the existing facilities in the West VelikaPlaza and the island of Ada and other additionalareas. Tourism areas which are to be extendedare most often completed areas with existingfacilities. In the West Velika Plaza, east of theexisting tourism use, with the narrow green areaseparating it, there isPicture 8.3: Master Plan; zones of Ulcinj andVelika Plazaa large area of the urban land for tourism. It islocated in the existing area of the mixed woods.Due to the fact that in Montenegro there is localgovernment, and that technical competence isunder „the Sea Property “, it often comes todifficulties in the activities with neighboring areas.Special difficulties appear in adapting the plans,because different development plans includedifferent components. In Velika Plaza theconstruction land shown by the Sea Property isquite smaller than that of the valid GUP of thetown of Ulcinj.8.2.3 Overall town planningThe Ulcinj General Urbanism Plan (GUP)At the level of the municipality of Ulcinj there isurban plan (ULCINJ GENERAL URBAN PLAN).It was made after the earthquake in1979 with the assistance of the United Nationsand it was passed in 1984.Although it has been valid for 18 years now, itwas never implemented. During 90-ties theimplementation was difficult due to Balkanconflict. The consequence of that is thateconomic development in Montenegro suffered alot, in particular tourism, because of which itsimplementation was always postponed. The townof Ulcinj had development in mind even at thattime and to a great extent prevented theconstruction of private houses in the urban areaof Velika Plaza.GUP divides tourism centers in Ulcinj in 4 tourismzones:• the old town of Ulcinj with Mala Plaza,• Valdanos Bay in the West,• Velika Plaza and• Ada Bojana (in delta of the river Bojana).The Plan for the area of Velika Plaza envisagesthe construction of facilities on five constructionlots. Between these construction facilities thereare large green areas. East and westconstruction areas are planned for camps, twoin the middle should be used for campinggrounds looking westwards, and eastwards ahotel complex. The village on Ada shall beextended in the east. Some construction lots areaccessed by the roads which come from theexisting road R 15.Plan envisages extension of the existingaccommodation capacities till the year 2010 by

48,000 beds. They are divided between thehotels (10,000 bed),camps (14.750places),private accommodation (19,150beds)and4,100 beds in other facilities.As to tourism and recreation offer this planenvisages:Marina with a 1,000 moorings (proposedlocations are: Porta Milena, the Old town ofUlcinj, Valdanos and Ada), sports fishing onBojana, renting of boats, stadium (40,000 m2with 8,790 seats), swimming pools and congressrooms.In addition to that, it defines the necessity toextend green area in the town (5-7 m2 of parksper inhabitant).Discharge of waste water shouldbe directed to the sea, through several waterpipes, without purifying.The Physical Plan for Ulcinj from the year 1984needs to be changed, because neither itsconcept nor its technical implementation planmeets present requests of tourism economy andenvironment protection.8.3 Urbanism aspects8.3.1 Development perspectivesExisting plans and programs for physicaldevelopment are not current i.e. it is impossibleto implement them any longer. In particular inBudva and south of Ulcinj there is a need for theinspection control for the development ofdistricts. For the implementation of tourismstrategy, the coordination and adapting arenecessary – at least at local level.Tourism development strategy envisages theconstruction of new accommodation capacities –with over tens of thousands of hotel beds.In addition to that, there is a growing constructionland demand for small private apartments andbungalows as well as for the housing. In thatlight, in the area of physical planning, thefollowing activities are important:• construction of tourism centers inunderdeveloped areas, in the first place south ofUlcinj• the design of sustainable plan of tourismdevelopment and its urban implementationincluding ecological borders as a model for otherareas• merging of districts needs to be preventedalong the coast by planning and growing greenbufferzones – in particular south of Budva andnear Ulcinj• tackling the conflict between the industry andtourism, in particular by modernization andemission reduction of the plants (of theequipment)• the construction of modern infrastructure forwater an electricity supply and waste (wastedisposal, plants for purifying waste water)• planting programs.8.3.2 Restrictive areas of importance at theregional level8.3.2.1 Protection areasInternational conventions, laws and plans protectmany natural and cultural facilities inMontenegro. They account for 28% of the totalarea of Montenegro.The town of Kotor was entered in1979 into theUNESCO register of endangered towns ofuniversal cultural heritage.In the same year the Bay of Kotor was entered inthe Register of UNESCO as universal culturalheritage.The law on Protection of the Nature of theRepublic of Montenegro includes:• natural heritage (canyons),• natural protection zones (habitats for plants andanimals),• sea areas (beaches)• natural heritage and• other natural objects of great importance whoseprotection is in the interest of the state.By special decision, which was passed by theInstitute for the Protection of Nature, 52 plantsand 314 species were placed underprotection.[compareBulatovic,M.: Montenegro Ecological Statepg.108 ].8.3.2.2 National ParksThe Lovcen National parkBased on cultural and historical heritage 6,400ha on the Mt. Lovcen were declared nationalpark.The Orjen National ParkHigh and unusually steep Karst mountain about1895 m high, the Mt. Orjen is in the north part ofthe Kotor Bay and goes towards the border withBosnia and HerzegovinaThe Skadar Lake National ParkSkadar Lake was declared National Park in1983. Along its 40 km it covers 370 km when thewater level is the lowest. Over 40 species of fishlive in the lake with some of them being uniqueglobally .There are 270 species of birds.The Biogradska Gora National ParkWith their 80 different species of trees coveringca.5.400 ha Biogradska Gora National Park is,besides Perucica in Bosnia, the only primevalforest in Europe.The Durmitor National ParkIs North of Montenegro.The protected area of this mountain massif withits precious areas covers ca.39.000 ha.Besides valleys and endless woods, its mainattraction are 19 mountain lakes.

9 Shots of Ulcinj9.1 PeopleThe municipality of Ulcinj covers about 500 km2.The town with its villages includes ca.30,000people. The East and the West meet in Ulcinj.Major people are the Albanians (ca.75%). Otherpeople are mainly Montenegrins, as well as otherpeoples of former Yugoslavia.There are three religions in Ulcinj, Muslims,Catholics and Christians. Because of differentethnic groups different languages are spoken(Albanian and/or Serbian).9.2 Town structureTourism center of the town of Ulcinj is situated ina narrow bay. Westwards, on a natural plateauthere is the historical Old Town. New towndistricts are east of the Bay, on the slopes of themountains and further north in lower areas(Porta Milena).The Old TownHistorical Old Town of Ulcinj is different fromother typical old towns. There are no souvenir orphoto shops or cafes in it. The Old Town of Ulcinjis mainly housing district, with no cars and withpeace which is not typical of old towns andtourism places. Narrow alleys lead to it. Only onthe edge of the Old Town there are two smallfacilities with apartments and several restaurants.Grave earthquake from 1979 almost destroyedthe Old Town, it has been being rebuilt since.Other ruins are evidence of grave damage.Ulcinj wishes for the Old Town to be recognizedby UNESCO as a cultural heritage.During the reconstruction after the earthquakesome typical mistakes were made. Thus e.g.historical old window frames were replaced bythose of artificial material.„Construction sins“, i.e.the use of wrong construction material nowmakes it impossible to place it under theprotection of UNESCO.Center of the townUnlike in the Old Town, life is very active in thecenter of the town, where there is big crowd. Thispart is typically Oriental. You can find mosquesthere. And pavements are only ca.1 do 1,5 mwide. There is a big traffic there, in particular inthe season.There are two streets in the center of the townwith shops and promenades along the beach. Avery crowded street starts from the promenadeand stretches north-southwards. Shops areconcentrated there as well as restaurants andcafes. Both ground and upper floors are used forthese purposes. From this street goes aboulevard which goes eastwards whose mainfunction is commercial.Picture 9.1:Panoramic picture of Ulcinj9.3 BeachesIn addition to several small rocky bays, there aretwo sandy beaches in Ulcinj. One is Mala Plaza,the other one is Velika Plaza plus Ada Bojana.Mala Plaza is in the town and covers ca.5,000m2 on ca.800 m. It leans on the promenadewhich is crowded in the season, with many shopsand restaurants. In the summer months, MalaPlaza is crowded and this is the reason for thetourists and local people to move to Velika Plaza.Velika PlazaFine sandy beach is the specificity of Ulcinj -Velika Plaza (13 km long and 60-100 m wide).Itis the only sandy beach on the East coast on theAdriatic.The area north of the beach is not built for themost of its part.Of 32,7 km of the total length of beaches on theMontenegrin Coast,50% accounts for Ulcinj withneighboring area.The Ada Bojana IslandIsland of Ada follows up on the Velika Plaza, it isseparated from it by the river Bojana delta in theeast part of the urban plan. In the river’s delta theisland is reached by the route R 15, which goesover the bridge on the Bojana river. There areseveral fish food restaurants, small bungalowsare built on both sides along the river which aremore like river-dwellings with fishing area. Thisparceled out district was built only in past years.From ecological point, one should consider theexisting construction activities, since this area isof great ecological importance.The Ada Island in its major part abounds ingreen. There are two tourism villages in thesouth-east part of the Island. They were built onthe narrow dunes. The latter facility is still infunction; the older one is not used any more. Theisland is popular among nudists. According to theinformation received by the town of Ulcinj, thereis a great interest of the investors for this tourismplace on the Ada island. Several of themexpressed their interest to work on this projectand on its implementation.SPicture9.2:View of the Old Town of Ulcinj

10 Urban area of VelikaPlaza and the surrounding area10.1 PositionUrban area is ca.4 km away from the town ofUlcinj. This area is surrounded by the channelPorta Milena in the West and by the Bojana riverin the East. From the existing road R 15, in thenorth, it stretches to the sea. Its average width isca.1,5 km and length ca.13 km. Thus this urbanarea includes the total of 1.950 ha i.e. 19,5 km2,as divided in Velika Plaza (ca.1.450 ha) and theAda Island.(500 ha).Picture 10.1:Physical Development Plan of theUlcinj regionPicture 10.2:View of Velika Plaza towards UlcinjPicture 10.3:The view along the beachPicture 10.4:the Bojana river divides Velika Plazaand Ada10.2 Construction structureIn the area of Velika Plaza, north of the existingroad R 15, many small houses are built with themost of one or two flats for tourists. The structureof construction is in square meters. Thesehouses are reached by undetermined roads. It isad hoc urban development. Water supply, wastewater discharge and waste disposal is notsatisfactory.The buildings north of the road are built based onindividual arrangement, there is not a uniformstyle of construction. They look monotonous.Thus the town, in its wider area, loses itsspecificity. Many small private activities must be

egulated, because they damage the look of thearea i.e. produce big ecological consequences.Old villages Gornji Stoj and Donji Stoj are notrecognizable. As recommended in the UlcinjUrban Plan from 1984, Donji Stoj needs not to beextended. However, there is no overview of theexpansion of the district. For the village of GornjiStoj, under the Ulcinj Urban Plan from 1984, anadditional extension by 152 flats was envisaged.This plan was exceeded. South of the main road(R 15) i.e. on the very beach, the construction isnot allowed, and some illegal facilities had beenpreviously pulled down.10.3 UseNorth of R 15 are mainly private bungalows andapartments as well as a newly built church ofgreat dimensions. South of the road areindividual houses, owned by the villagers on theirland.Facilities for the tourists are in the exit fromUlcinj, along the road R15, near the bridgetowards Ada (fish food restaurants) andindividually on the beach. “The Sea Property”leases the beach to private entrepreneurs inparts. They use the leased area where theyprovide for tourists umbrellas and beach chairs.With tax for parking this service costs ca.5 euros.As a supplement for services, cafes are openedand they are in the buildings withcafes/restaurants and disco clubs.In the zone of the woods, in the west part of thisurban area, there is a production district for thedisplaced persons from the civil war. There arewooden houses there on the poles (it used to bea camp ground). There is a resort beside it, withsmall bungalows of poor quality, with one starunderMontenegrin standards.The road R 15 is the main traffic connectionbetween Ulcinj and this urban area. The road hasfour lanes in the exit from the town. There areproblems on the bridge over Porta Milena, sincethere is only a two lane possibility across it.Under urban plan of the town a new bridge isplanned ca.500 north.Along the coast, across one rocky plateau, thereis pathway from Ulcinj to Velika Plaza, which isunfortunately very narrow and for this reason it isnotfunctional.Public transportThere is no functional system of public transport.During the main season the offer includes bustransport between the bus station in town andVelika Plaza.Traffic in the town and parking lotsAccording to data from the Urban Plan of thetown of Ulcinj from 1984, the total number ofparking places goes from 1.500 do 2.400.The starting point is that for summer monthsadditional ca.700-1.600 parking places arenecessary.In the main season, the authority undertakesmeasures in order to prevent traffic collapse. Thestreets are marked as one-way, parking placesare provided for outside the town.Image 10.1: Current status of usage and traffic10.4 Access

10.5 The green and the recreation areaThe green as the recreation areaThere is a great deficit in town in green andareas for recreation. For this reason thesurrounding area is important for these purposes.The green as the element for trimming the spaceTopography of this area is flat and with narrowareas under woods, which visually divide thisregion. Woods structure creates protection areasand separate areas (niches)The green as biotopeData on the plants show that east area (East ofVelika Plaza and the Island of Ada) abounds inbiological diversity. But, in the west part of VelikaPlaza clear anthropogenic influences arenoticeable. The area of sand dunes as habitat isof great importance for the plants which live insalty terrains (halophytic vegetation).Endangered plant lives here, sandy lily, whichwas lately entered on the national red list. VelikaPlaza and Ada are on the Montenegrin Coast thelast shelters for the plants whose habitat is saltyground.Access paths to the beach led to destroying thesand dunes vegetation.The density and volume of the mixed woodsincrease eastwards towards Ada. However, inthe west part the woods structure gets smaller.There are houses in some parts of the woodsarea.Deciduous wood includes oak trees, poplar trees,willows, hornbeam trees and other deciduoustrees. Skadar oak tree is under special protection(Skadar Oak,Quercus robur L. ssp scutariensisCernj).On the other hand, the valleys and poolsvegetation has medium biotopes values. Pinetree wood has certain biotope value and otherintensively used areas. At the recommendationof the Ulcinj Urban Plan (1984) the pine treeswere planted behind the sand dunes and serveas stabilizers of the sandy terrain and theyprovide shade for the vehicles and buildings.10.6 Available areaThe information on the available area areprovided based on property ownership data.Based on the land registry the south part ofVelika Plaza is mainly owned by the state.Certain areas near the road are in privateownership and with buildings on.There are no data on construction land for theIsland of Ada.10.7 Use of existing hotelsVelika Plaza has in its first hotels more thanca.2,100 beds. Plus ca.1,000 hotel beds on Ada.In view of high tourist development, thesefacilities have to be renovated i.e. replaced bynew ones.10.8 Other characteristic elementsBesides those already mentioned which aretypical of this area (woods structure, sandybeach), other characteristics should bementioned as well:Porta MilenaThe Channel was dug in 1885.The water fromZoganjsko Lake was to be drained out throughthe Channel , in order to minimize malariadisease for the entire area. However, the waterwent from the opposite direction, from the seainto the lake. Thus the lake water became saltyand solved the malaria disease problem which isspread by the mosquitoes.Wooden sheds with fishermen nets are touristattraction in Porta Milena.The Salt Works is located north of Velika Plaza. Itwas built in 1936 on the edge of Zoganjsko Dam.After the Second World War the facility wasextended and it is now with its 800 ha the biggestSlat Works on the Balkans. The sea water isthrough the Channel discharged in the sea,through Porta Milena.Image 10.2 Current status of green surfaces

11 Study of the Impact on the Environment(SEI)The study was done by the ERM LahmeçerInternational in cooperation with MonteCEP. Thestudy is divided in two phases. The first phasewhich is „Shooting of the area and initialassessment “was aimed at including andassessing ecologically sensitive part of the urbanarea. The area which is planned for firstconstruction activities is in detail researched andstudied in the second phase .Biotope-type of the greatest ecological sensitivityand of greatest value is the halophytic vegetationin the zone of dunes and mixed woods. Underspecial protection are local plants such asSkadar Oak Tree(Querccus roburssp.Scutariensis) and sea lily (Pancratiummaritimum).Important flora biotopes:• coastal area with the halophytic vegetation•existing woods in the east part and on the AdaIsland with oak trees, existing woods in east partand on the island of Ada with oaks, ash trees,alders, hornbeams and willows• small groups of trees in the west with Skadaroak trees• the woods in the west part of Velika Plaza withSkadar oaks,ash trees and poplar treesImportant fauna biotopes are:• both sides of the river Bojana• east part of Velika Plaza and the island of Ada(important lizards and salamanders habitats)• the area with dunes as lizards’ habitatImportant avifauna biotopes are:• east part of Velika Plaza (as important birdsbrood)•the sea zone before the Bojana’s mouth in theAdriatic Sea (food source for migratory birds)• the island of Ada, important bird broods andsource of food for miniature ravens(Phalacrocoraå pçgmaeus) and other rare birds.•The Sasko Lake and Salina are outside theareas in which researches were carried out;however, they represent important bird habitats.Important biotopes of herpeto fauna are:• pools and swamps, which in particular in theeast part of the urban area cover large area.They should be protected. Where this is notpossible (inside construction area fortourism),animal species must be moved toanother habitat with the assistance of experts.The result of the first phase of research is thateast part of Velika Plaza and the island of Adaare of great ecological value. This area offersnatural environment for many plants and animals(birds, amphibians and reptiles). Activities in thispart couldn’t be compensated therefore this areashould be declared as protection zone.On the other hand, in the west, men’s impact isobvious. Halophytic vegetation was walked onand for this reason it stopped growing in thetransit area towards the beach. There are onlyindividual parts which should be protected.Protection measuresSkadar oak trees should be protected. In thecase of construction, the compensation factor arethree new trees for each taken tree. In order toprotect halophytic vegetation, wooden paths arerecommended which would protect thevegetation from being walked on. East area ofVelika Plaza should be declared protection parkthrough which the watchers of birds are guidedalong the paths determined by the plans.In order to have as less as possible impact of thefacilities on the look of the area, the number offloors is limited. Next measure is planting of treeswhich are affected by the construction andenlarging the green areas. The results of thestudy on ecological sustainability are included inthe development plan.

Image 10.3: Study of the Impact on theEnvironment (SEI)Mediterranean”. The pictures which speak of thewild beauty of Montenegro, the endless beach,ancinet olive groves, black mountains and hugevalleys with blue lakes, the rhapsody calls for thetourists to come and stay here.For the region between the Skadar Lake and thecoast there is an overall concept for tourismdevelopment with use and preservation of localidentity as well as potentials of the landscapeand the nature. Diversity of the nature andculture offers to guests a wide choice ofunexpected attractive elements.As in a musical, the unique area with theirmountain massifs and wide green valleys givethe rhythm. The pulse of oriental spiritdetermines the rhythm. The melody is given bythe olive groves which tenderly swing in the wind,different subtropical vegetation, the sea and thelakes. And finally the inhabitants with theinhabitants who have theexperience in tourism give tune to this excitingUlcinj musical.Sandy beachWith the known charm of a former maritime townUlcinj is situated on the threshold between theWest and the Orient, it is different from manycompetitive tourism places with too mayconstructions which are monotonous and it offersto a visitor a possibility to feel the rhythm of adifferent world.12. Physical, structural and urban conceptSunset12.1 Planning idea: “RhapsodyMediterranean”Planning concept tends to merge all natural andcultural potentials in “ Ulcinj RhapsodyNarrow streets

Olive grovesExcursion sitesTraditionValleysOld townBlack Mountains12.2 Land use conceptEssence of the conceptThe aim of tourism planning is for the area ofVelika Plaza to have 30.000 hotel beds. Thisdatum is the result of development aims from theGeneral Urban Plan of the town of Ulcinj as wellas from the Montenegro Master Plan for Tourism.Further, from the aspect of tourism planning it isrequested that there should be a ratio between

the number of beds and the green area , i.e.100m2 of the construction land per one tourist orone bed. This is the way to achieve a hightourism quality as well as high level of ecologicalresponsibility regarding the construction onVelika Plaza.The ratio green area: bed results in the limitednumber of hotel beds on Velika Plaza. From theurban aspect it is inappropriate to express thehotel land independently of the area as part ofthe land use concept because in the planningthis could result in mono-structural developmentwhich could be detrimental for natural look of thearea.Image 12.2: Touristy area• The protection of water and coastal area fromthe construction•Implementation of the ratio green area/bed of 100 m2 of gross construction land perbed, which would be simple on theMediterranean.The construction on Velika Plaza is concentratedin the west area, ecologically sensitive area inthe its east part will be free as a natural park(Protected Landscape) and will be protected fromanthropogenic impacts. On the island of Adathere will also not be any construction, exceptthat the offer will be carefully renewed i.e.supplemented.The construction will be divided in individualunits, the so called “modules “. Free areas will bein-between, and the present green structure willbe kept in mind.Image 12.2 Protection of Velika Plaza scenery,east sideto the Salt Works and thus develop the village.The development in the shape of green stripeswill create in the north area the feeling that theSalt Works are connected with the beach zone.Picture 12.3:Protection of Ada landscapeImage 12.1: Development conceptMajor elementsFundamental elements of this developmentconcept are:• The concentration of tourism use in the westVelika Plaza, protection of the east area• development of West part through modules withgreen areaThese green areas separate constructionfacilities, prevent emerging of undivided area andwill serve to inhabitants and tourists as therecreation area. The area which is north of thisshould be developed around the village DonjiStoj, which leans on the development in thesouth area. The green area should be extended

12.3 Land Use PlanUrban area is divided in several parts. From theWest to the East are• existing zone with the existing hotels,• tourism zone with 5 modules for theconstruction of the facilities with green areas inbetween,•transit zone with a small module and golfcourse,• natural zone and finally in the East• the island of Ada.Urban area covers 1,950ha. Out of this ca.320ha (16%) accounts for tourism area, in whichconstruction is allowed, and 30 ha is for the mainroad. The rest of 82% is planned as free area,out of which 1,160 ha (59%) as untouched nature(protected area).Then there is developed area for recreation(green area,140 ha)and the beaches/dunes (300ha).Existing zoneIn the existing zone there are old hotels. Byrenovating them they can be 2-3 stars hotels.This area should be kept for cheaper tourism.There are ca.2,100 beds. The existing zone isquite built and if it is additionally built it would betoo much.New tourism zone will be approached from an„attractive zone“, with sports equipment, facilitieswith service such as „the Fun-Park “.Tourism ZoneTourism zone from the east has 5 hotel modules.Some modules are ca.800 m wide and 800 mlong. The length is determined by the positionbetween the road R15 and the beach.The green areas, which surround them, are ca.250-300 m wide. They clearly divide modules.Some modules are approached from R15.Internally there is a circular course whichenables access. Modules are centrally connectedby the main walking spine (Pedestrian Spine).There is a high quality halophytic vegetation inthe area between the facilities and the beach ,facilities are not built there. The „board-walk” isalong the beach- raised wooden path.Every module should have more than 6,000beds. The first module, which directly leans onthe existing zone, is smaller with only 3,500beds.Transit zoneTransit area from tourism zones to the naturalarea should be the golf-course which is toprevent further construction eastwards. Golf willcontribute to tourism offer and it shall animatenew target groups. In the west part of golfcourses, high quality apartments can be built withca.1,500 beds, which would make an economicwhole with golf course which would facilitate theplacement on the market for both sides.Natural zoneEast part of Velika Plaza and the island of Adawill be placed under protection. Informationcenter for tourists and domestic visitors isplanned in the natural park. In this area there cannot be new construction.Through the natural park from the informationcenter there are paths for watching. Inparticularly valuable areas „the protected zones“it will not be possible to carry out intrudingactivities.AdaFor the east area different use is not envisaged.The existing offer should be replaced by high

quality eco-natural village by keeping existingcapacities with 1,000 hotel beds.the coast mage 12.Special use GolfThe concept envisages the construction of thegolf course as the end of the construction part.Thus it will serve as the buffer zone between thepart which is intensively used for recreation andtourism and east zone of untouched nature.Golf course shall be built on the existing greenstructure. There will be trees and groups of treeswhich should be protected as much as possible.The golf course with 18 holes covers ca.69 ha.MarinaAs part of the plan prof.dr Sava Petkovic, civilengineer, made the feasibility study for theconstruction of marina. This study deals withresearch on 4 different locations in Ulcinj whichmight be used.The study came up with the results that the onlypossible location is Porta Milena because of thecurrents and ecological situation. The mostconvenient place is on the narrow part of the landwhich goes into the sea -Djeran.The first test-planning for the marina shows thefollowing concept:The port for the yachts on this place offersmooring for 380 boats. The port is reachedavoiding the place where waves hit the coast,which facilitates the navigation. The port’sposition is westwards meaning that the sand isavoided, because sea currents go from east towest. This means that its maintenance is notexpensive.Because of the strong sea winds, high protectionof concrete walls is necessary, which goes ca.6m above the water. This technical facility wouldnegatively affect the look. This is why it isnecessary to make economic and architecturalstudies before the decision on construction ispassed.As alternative, one spot in Porta Mielna channelshould be considered, which can be integratedurbanely but it has the following failures:• private houses are partly located in necessaryareas,• permanent measures would be necessary inorder to remove the sand from the access area.Picture 12.4:Golf courseImage 12.5 Potential marine locationImage 12.6Djeran sightImage 12. 7Study on marine

12.4 Traffic conceptConnectionFrom the Adriatic high way and from Ulcinj,Velika Plaza is reached by planned new bridgeover Porta Milena. Organizing circular traffic isthe preparation for the construction of hotels.The main road leads from here and goes fromthe north of the hotels and ends at the AdaVillage. The main road will be built in the westarea in four lanes. The road should be formedwith green parts as tree-lined road, bike pathsand pavements are planned on both sides.Access to some modules is achieved by„circular roads “ in the shape of the letter U, bywhich double connection and easy approach forbuses to the destination is provided for. These„circular courses“ should have two lanes. On theboth sides bus stops are envisaged as well asthe paths for pedestrians and bike drivers.Planted trees will improve optical look andprovide for the shade.Further availability within modules is harmonious.The advantage of this type of availability is in thepossibility of easy and cheap extensions ineconomic parts of the construction land and bydifferent types of connection. The areas of clubhotelsare connected to “circular course” viaprivate dead-end roads (with the turnaround)southwards which releases them from passingcars.ParkingWith the given definition of the goal „qualitytourism “one should expect that a small numberof tourists from western European countries willarrive in their cars. Western tourists will in 80 to90% cases use air transport. However, thevisitors from neighboring areas and the touristsfrom Eastern Europe will mostly come in theircars.In order to provide peace within some modules,one should limit parking capacity. In modulesthere are only places for hotel guests’ cars,people, a small number of staff, and there is alsoa small number of public places for cars. Privatecar traffic is limited in modules as much aspossible . For daily visitors parking places areprovided for on the main road and in the greenzones. From here, the roads lead directly to thebeach. From large parking there is shuttle trafficoffer.Picture 12.8:Inner developmentImage 12.3: Traffic ConceptPedestrian and bike pathsCentrally, inside the modules, pedestrian andbike paths go to the beach in the direction northsouth for the guests who are settled there.Parallel with them public roads, which areplanned for daily visitors, go through the greenzone.Beside that, there are two important road links inthe direction west-east.Pedestrian Spine –Main pedestrians zoneThis ca.10 m ³ wide multi-functional boulevard isthe most important road for the entire concept.Lengthwise it connects different modules andoffers comfortable access to sports facilities inthe green zone.The boulevard is consisted of the main roadwhich is 3,5m wide and which can be used bypedestrians and joggers. Beside that, it is wideenough for ambulances, and in some cases it isconvenient for golf cars small electro-vehicles.Parallel with the main road there is one more 2,5m wide bike path and on 1,5 m wide for horseriding. In the small free areas on the edge of thewoods there are „trim “ tracks and „keepfit“ equipment as well as picnic places.All the areas and roads , except bike tracks arecovered by the layer which is water porous. Thiswould contribute to avoiding soil blocking.BoardwalkIn the south, along the beach there is a„boardwalk “.It serves as the main link west-east in the area ofthe beach and enables passing the zones withdunes without spoiling the sensitive vegetation. Itis offered as a pedestrian path in the shade ofpines.Along this path along the beach there are smallwooden bridges with platforms. These smallbridges are attractive elements for the areadecoration. They can be easily made fromexisting wood and their purpose is to provide

diversity on the road. Wood can be placeddirectly on the ground or lifted on the poles inorder to protect the existing vegetation. It can bereached by the stairs or raised access.Such crossings can solve the height differences.The entire wooden construction is protected fromthe weather and slipping. There are placeswhere one can stop in order to refresh androofed places where one can sit down.12.5 Landscape PlanThe green concept for Velika Plaza is based onmain principles:• In the east part of urban area with ecologicalvalues there will be no construction.The construction on Ada is not planned either.•There will be no construction in the green areasin-between the modules, where the existinggreen will be protected. The typical look of thearea should be kept. The green areas divideconstruction wholes, separating thus differentmodules, provide for the sports and recreationfacilities meeting at the same time ecologicalpurpose(e.g. the small climate zone).• The vegetation of sand dunes and the structureof pine woods on the beach as well as mixedwoods in the middle of development area will bepreserved. The trees will be planted in theconstruction area which will be carefully plannedin line the existing vegetation.Picture 12.9:the green areaand population for rest and recreation. Theexisting woods will be integrated in it.Golf course serves as transit area from theshaped area to the nature. Construction shouldnot be planned behind the golf course.Picture 12.10:Beach areaThe “shaped” green area will be formed in thewest part which is to serve both to the tourists

12.6 Implementation conceptConstruction developmentThe implementation concept for 6 differentmodules enables gradual construction in theplanned area up to the planned capacity ofca.30,000 hotel beds.Module 1 is the area which supplements andextends the existing hotel zone.For the first phase of the construction the module2 is envisaged, which is surrounded by greenareas. This module can have ca.6,000 bedsafter it is finalized. The resources for high qualityrest should be first built in its south part. Afterthat, the implementation of the north part canfollow in several construction phases.By phase construction, the guests will find somemodules as functional units with individualcharacteristics. The other advantage of modulardevelopment is that with the completion of thefacilities’ construction their value does notdiminish due to construction activities. Accordingto European tourism law, price discount can berequested if construction works are going on inan area.Picture 12.11:Phase 1:Module 2,„hotel –settlementBesides, phase implementation gives a chancefor each construction to adapt to the changedsetting ( based on the changed requests of theguests), without affecting the overalldevelopment.Magnets such as the yacht port and golf coursewill be hardly profitable, since there is still nolarge tourism capacities demand in the region. Itwill be profitable only in later phases.The infrastructureNew infrastructure should be built for VelikaPlaza (electricity, water, waste water).There areenough water resources in this region for tourismdevelopment. In order to provide for increasedsupply in the summer season, additionalconstruction is necessary (cisterns, water pipes).Picture 12.12:Phase 2A:Module 3 „village “Discharge of waste waterNewly built capacities (hotels, recreationfacilities, shops etc) should be connected to thesewage system. When it comes to sustainabledevelopment and marketing of the area, theconstruction of water purifying system is anecessary precondition. In principle there arethree possibilities how the treatment of wastewater can be carried out:a. the construction of small plants for waterpurification for each tourism complexb. the construction of semi-central plants forwater purification for some modulesc. the construction of central plant for waterpurification in Porta Milena, in Novi Ulcinj, towhich existing and planned hotels will be linked.The simplest short-term solution includes thathotels should build their own purifying plants(containers, basins).These are safe solutionswith financial.This principle also has big failures:Picture 12.13:Phase 2B:Module 2 „village “Plan

• This solution is opted for only for big hotels.Linking small hotels to these plants isquestioned.• Taking money from the hotels for the purposeof purification seems illogical and undoable whengreat quantities of waste water from the area isdischarged in the sea.The second possibility is the construction of thecommon water purifier for the modules.Necessary area for that is in the green zone,and this would mean that direct damage to thehotels would be avoided. Modular additionalconstruction would be possible parallel withincreasing needs deriving form the constructionof modules (adding reservoirs). The plantsshould be built as naturally as possible („Binsen“-plants for water purification). Purified water canbe used for irrigation. The advantage of thissemi-concept is for the modules to be entirelylinked. However, here as well, the disadvantageis waste water being discharged in the sea.The most daring solution here is the constructionof the central plant for water purification thathotels, tourism facilities as well as the town ofUlcinj could connect to. Since the structure ofusers is diverse, the plant can be in fuction all theyear round.The convenient place is the area around PortaMilena to where collector pipe from Velika Plazawould be brought. If this central solution is optedfor, the problems would appear in the first placein the area of economy: the investment inextension needs to be financed, and forrefinancing, taxes should be raised both for thehotels and people.Therefore, the next step should be to deal withthe issue of discharge of the waste water fromtechnical, ecological and economic aspect andharmonize the solution with urban development.Also, organization aspects need to be dealt with(contractor, organization of plants etc.)12.7 Land Use Concept for the module 2Creation of zonesConstruction structure is divided in separateconstruction areas in 4 zones, in parallel towardsthe coast. In the north, along the main road, inthe place where there are valleys now, there is„the Village Zone“(A), which is planned for smallhotels and the complex of weekend houses aswell as the housing area for the staff from thecomplex. The construction is dense in this area,the height of the buildings is up to 2-3 storieswith 5 stories in important places. “Villagesquares” will be built in this zone, with cafes,shops, restaurants, etc.The zone with less facilities where only individualbuildings will be constructed leans on it in theSouth (B). The existing deciduous trees hereshould be protected.Picture12.14:the are for tourism development„the villageA road diagonally goes towards the main roadthrough this zone. South from the diagonal roadthere are tourism facilities (C).They are also inthe area where there are now valleys.The use of some of the areas around thefacilities is divided in three functional units. In thenorth, on the road, there are parking lots andsports fields. Hotel buildings are planned to bethere. Further southwards, there is an area withbungalow district i.e. restaurants, which districtleans on pine woods (D), which needs to beprotected.Parceling outIn the area of the „Village Zone“ small lotparceling out is planned, as well as in thearea with tourism facilities in the south. Inorder to provide space for accommodationfacilities and eliminate the construction ofprivate houses, it is necessary for thefacilities to have at least 20 rooms i.e. to planorganized construction (tourism village).Based on this view, it turns out that thesmallest area for the construction land isca.2.800 m2 (40 beds- 70 m2 of constructionland)”Picture 12.15:the area for tourismdevelopment „district “

Behind it is a thick mixed wood of different width.There are valleys between the woods and theexisting main road.Picture12.17:Division of the green areawhich is enough for the building, pool, gardenand parking area. 100 m2 in total is taken perbed, out of which according to calculation70% accounts for the construction land, and 30%is free space within the module. In the south, thewidth of the module is ca.800 m in 4 tourismareas.Therefore, the average width of the constructionland is 200 m, with length of ca.400 m.Thus each complex would have exactly 80.000m2, which corresponds to the capacity of 800beds (100 m2 /bed). Based on the abovestandards of quality the ratio is100 m2 of the construction land per bed.Different landscapes following each otherproducing interesting contrasts. The look of thearea with woods and valleys is in contrast withwide sandy beach. The shade of the treesprovides cool air even in the summer. The sceneof the cows and sheep grazing looks like fromthe fairy tale.In some places you can hardly believe that theMediterranean Sea is only a 100 m away. In thespring the valleys are covered with wild orchids.This means that these special charms of the areaneed to be protected and strengthened.The green area is open to public and they haveopen valleys and woods. In the area up to themain road R 15 there are public places to stop at.The roads lead from them to the sandy beach.There is a possibility of introducing shuttle trafficbetween the parking and the beach. The greenarea also includes sports equipment, andinfrastructure plants (e.g. discharge of the wastewater).Picture 12.16:Sematic presentation of VelikaPlaza (current situation)12.8 Green areaEach green area includes several types oflandscape which, in the form of stripes, gotowards the beach. Typical zone starts with thehalophytic vegetation area on the sand duneswhich are behind the beach. Pine tree wood withgrass leans on the west green areas.

Picture 12.18:Green area concept proposalWoods area around the main road for thepassersCentral zone of deciduous forest on the onehand produces optic and functional separationbetween the areas similar to village setting in thenorth and high quality hotel complexes in thesouth of the module. At the same time the woodsarea provides for the green link between somegreen areas. There is the pedestrian path as wellas riding and bike paths through it.Pine trees woodPine trees woods zone in the south is a transitarea towards the beach which shade providesnice refreshment from the sun.Besides mentioned main elements it is plannedto plant trees - the avenues along the main andminor roads. Typical types of local trees need tobe protected.13 Detailed Urban Planning13.1 „Hotel Village “ModuleFor module 2 detailed urban plan withconstruction structure was made. This concretelydetailed presentation of the concept called„Land Use Detail “ is the proposal for which avisual look of possible facilities has to be made.The draft represents the realized ratio of thegreen area and beds. For each hotel bed a 100m2 of gross construction land is taken. For eachmodule there are ca.60-65 ha available. Fromthis, it turns out that there are 6,000 hotel beds.The modules are considered as independentunits and are divided in two segments of use:• Tourist Zone I:„Village Zone “ with hotels,apartments, weekend houses and public cafes,restaurants, shops• Tourist Zone II: Club facilities with„resort “- hotels with integrated equipmentTourist Zone I is planned to include smallfacilities – 3 star hotels(the smallest with 20 rooms) and touristapartments.Tourist Zone II offers construction land on thebeach (8-10 ha) for tourist complexes of700-800 beds and high standards (4-star).Zones1 and 2 are divided by the existing woods area.The green area conceptOther public areas will be planned into theexisting area in order to raise the quality ofvillage to a greater level contributing to thequality of stay. Formed green area, theboardwalk and the beach, as well s narrowgreen area should have a network concept of therecreation area.13.2 Construction structureConstruction structure in the north tourism zone Ihas the look similar to that of the village. Thefacilities along the road divide certain area.Where the main road passes, the area is moreclosed than the area of minor roads. Thebuildings are ca.15 m away from the road. In thatpart cars can stop in front of the hotels and park.In transit areas between the construction use andthe green, the structure is more relaxed, theconstruction in the line is interrupted byseparately built facilities.The areas are harmonized. Some facilities whichdominate need to stress the height.The village structure is supported by setting updifferent centers with adequate locations. Theselocations are central in the north area, they aremeeting points providing high quality service.There are restaurants there, cafes and smallshops. The „Village Zone “ includes apartmentsfor those who are employed in tourism. Mixing oftourists with local population has a special charmin villages.Small units will be offered for sale in the northzone. Size of the parcels varies between1,000 and 10,000 m2. They have to enable, inthe first place small investors in particulardomestic ones, to build restaurants, hotels andapartments. Construction structure is mixed.The facilities cannot be higher than 5 stories.South tourism zone II offers, within one module,the construction of 4 club facilities i.e. complexes.By this, certain complexes get 8-10 ha.If needed, more than one parcel can be joined.The construction will take place between existingwoods area.The number of stories in the south area dependson the selected type of the hotel i.e. architectureconcept. In the bungalow village the height is 2-3stories, and higher hotels can not have morethan 5 stories.

13.3 Inner accessModule access is achieved from the main roadwhich is in two places connected with R15.Connection is made on the west joint as acircular course which leads both to the moduleand the village Donji Stoj from the north. Arrivingin modules from the east is envisaged as T-connection: only one entrance and one exit fromthe module is possible here.„The Village Zone “ of the module is availablethrough harmonized network of minor roads. Inaddition to many roads, the circulation capacity isenvious, and thus it is attractive for walkers.Minor roads are used as combined areas. In thisway, high priority is given to walkers and at thesame time the speed of the motor vehicles iscontrolled.The hotel complexes on the construction land onthe beach are approached from the controlledroads. The cars are left in the entrance area. Inthe entire complex there are no cars.The roadsare used only in particular time for the purpose ofprocurement or garbage disposal.The central road comes from the north, it is forthe pedestrians going to the beach, and it isalong the tourist complex,Picture13.1:Detailj –circlesPicture 13.2:Detail -T-connectionWhile the rest of the paths are in the green zone.Pedestrian paths go under the shade from thetrees.13.4 The Second Phase - the Study onEnvironmental Impact (SEI )The second phase „SEI urban plan for themodule 2 development “ was aimed at includingecologically sensitive areas in the first phase ofthe construction of the module 2.Unlike in phase 1 SEI (see No 11), one partwhich was included in the plan for Velika Plazawas in detail considered.Picture13.3: Study on the environmental impact:activity

Plan „Flora and fauna “ shows cartography of theexisting situation of the module 2. While makingthe urban plan, the construction was proposedbased on the current situation and current ecosystems.Construction activities take place in thearea of small ecological importance. Importantbiotopes for flora and fauna are not damaged bythe construction. They are protected fromanthropogenic impacts.Biotopes, which are important for flora and fauna:• Coastal area with halophytic vegetation(see 11 SEI)• Deciduous forest north of the „Resort “• Deciduous forest and forest north and east ofSafari Camp• South of the water channels and west of theblacktopped road from Donji Stoj to Safari Campand• Part of the wood Brijeg Mora, east of theresearched areaImportant biotopes for fauna, amphibians andreptiles are:• The pool, north of researched area and theswamp, which is near the area for endangeredspecies Triturus carnifex and Triturus vulgaris• The area of dunes with halophytic vegetationas habitat for lizards and• Calm water surface e.g. water channels for theendangered species of frogs, Emys orbicular is,in Europe.Overlapping of the urban plan with the existingarea under woods resulted in a small loss ofdeciduous and coniferous forests.Picture 13.4: Study on environmental impact:flora and faunaThe loss of coniferous forest is 2 ha, anddeciduous forest 4,8 ha.This loss is compensated by new planting.SEI concluded that construction in line withAS&P proposal does not lead to an importantenvironmental impact which could not beovercome. Urban Plan includes differentmeasures in order to decrease and compensatefor the consequences of the activity, and thusminimize its possible effects. The measureswhich compensate for the effects of the activityare in detail explained in SEI. During furtherplanning, environmental protection should beincluded.13.5 Cost assessmentWe can make only rough assessment ofinvestment costs in the infrastructure for enablingtourist use of Velika Plaza.Now the construction costs in Montenegro are alittle under the construction costs in Germany.However, the wages in Montenegro are very low,but due to bad situation in the past 12 years,there is a deficit of technical labor force andtechnical know how as well as of equipment forbig construction activities.Large part of the technical equipment (e.g.technical equipment for the facilities/airconditioner, technical devices for water andelectricity supply and devices for removal ofwaste) or for interior decoration of the hotel mustbe imported from abroad.For the purpose of cost assessment, investmentcosts and infrastructure investment costs for themodule 2 are closely calculated.One should start from the fact that the investmentvolume for the facilities construction (hotels,apartments, shops etc.) is ca.250 million euros.This includes buildings, trimming of the area andsports facilities.Infrastructure costs are ca.13 millioneuros. This includes traffic connection andinfrastructure construction for transportation ofwaste.Ca.1,0 million should be added to these costs forthe ecological balances measures.Costs do not include measures which are notdirect costs of the module 2 (e.g. the construction

of the plants for the waste water purification,transformation station, water reservoirs)These must be separately calculated forindividual cases.14 Summary & guiding ideaTourism vision for Ulcinj area• includes the principles and goals aspresented in the regional concept, forregional strategy and development and• formulate, at the same time, theframework and the „red thread“ for all themeasures of tourism development of thisdestination.Goals of tourism strategyTourism economy needs• to create new jobs,• to provide long term life perspectives topeople and future generations,• to contribute to wages increase andquality of living in Montenegro, as well as• the factors of regional identity• potential of beaches, areas, nature andculture are used, cherished and enhancedfor the benefit of authentic character ofoffer.Principle of sustainable developmentIn the development of authentic identity ofthe destination, tourism industry leans onexisting resources, but uses them only asmuch as they can be regenerated.The importance of tourism industryTourism is the most important economicbranch in Montenegro. Ulcinj coast with itsbeaches has the greatest developmentpotential in the entire country. It is vital forthe entire economy and future ofMontenegro. Therefore, this potential ofbeaches is valuable for providing future highstandards. For this reason, its use should becarefully planned.Inter-sector management of destination• From the aspect of central economicimportance of tourism, for the future highliving standards of people and theirenvironment,• from the aspect of different, partlycontradictory interests, concerned withdevelopment of tourism industry,• due to economic, ecological, social andcultural effects, brought by tourism, it isnecessary to have a single developmentmanagement, just as integration ofcoordination and information that tourism isinterested in.This inter-sector destination management,which is organized democratically, musthave a decisive impact on the developmentof tourism industry of the entire Ulcinj area.Besides that, for resolving the existingconflicts of different importance, it will benecessary to have responsible instances fordecision making on municipal, regional andnational level.Destination becomes tourist productThe destination of Ulcinj will be completetourist product, composed of manycomponents. Identity factors are its mainoffer and they give an image. The quality,sustainability, diversity, intensity ofexperience and treasuring of cultural andhistorical identity are crucial points for theorientation of tourist offers and services.Protection of Nature and Tourism HighlightParticularly ecologically important, butextremely sensitive, fauna -birds and fish -and flora habitat• on Velika Plaza (Study on EnvironmentalImpact, E.Lahmeçer),• on the course and the mouth of the riverBojana (Enclosures I,II,III),• on Sasko Lake• on the Skadar Lake,• in wet places and Slat Works basins of theUlcinj Valley, as well as on the MilenaChannel will be endangered with theincrease of tourist visits, therefore will beplaced under protection. They will beupgraded at the level of natural parks withthe programs for visitors.Authenticity and CompetitionUlcinj tourism industry is facing strong, worldcompetition. The success is decided by offerformed on the market, ratio of prices :services, quality and effective sale andimage. In order toexist alongside the competition, the offermust• clearly improve the standard,• to take new orientation• to be extendedAdvantages and disadvantagesUlcinj area has exquisite tourist potentials.Velika Plaza, the only sandy beach which is13 km long of this type between Trieste andAlbanian border.Advantages and disadvantages of thedestination areUlcinj area ha remarkable tourist potential.Velika Plaza is main attraction, the only oneof the kind, 13 km long between Trieste anAlbanian border. Advantages of destination:• hilly and mountainous areas,• sub- tropic vegetation

• Mediterranean climate,• Skadar and Sasko Lake,• Oriental setting of the town of Ulcinj andsurrounding villages,• Salt Works basins and wet areas of theUlcinj Valley,•historical remains, such as the ruins of the OldTown of Bar and Sas,• the connection with the InternationalAirport in Podgorica, which will be soonmaximized after the Sozina tunnel is finished.The overall offer is poor due to its monostructure,which is acceptable only for the guestswho make decisions based on their budgetprices,who want adventure and don’t have manyrequests•outdated hotels in poor conditions without sportsand entertainment facilities, whose concept wasmade in the70-ties,• „gray market “with endless number of privaterooms for renting, of unknown quality,•crowded and unattended beaches,• practically non-existent tourist infrastructureOther serious disadvantages are• short tourist season,• unmotivated low wages of workers in the hotelsand• neglected look of Ulcinj and the surroundingarea with garbage deposits and unplannedconstruction.Chances and dangersThe potential enables• transformation of Ulcinj as a destination into afirst class destination, beach destination whichcan be competitive to successful Mediterraneanresorts, and• development of the offer for birds watching,walking in the nature and bike riding, whichinclude the hinterland, extends the summerseason and positively reflect the image.Dangers from• unplanned and speculative construction -viewed from general aspect – on a relativelysmall land potential,• insufficient infrastructure for electricity andwater supply and for the treatment of wastewater and garbage,• increasingly endangering ecologically importantzones and• birds, flock of birds and migratory birds hunting•from losing image as a consequence of currentgeneral low quality (garbage and noise)and• the danger is because the development ofregional tourism industry can not be guided by orcontrolled by the law, nor by an organization.Vision for Ulcinj: Quality and identityUlcinj will become quality destination with beachtourism with strong identity and with additionalrecreation offer for tourists who are interested innature, health, activities and culture.Ulcinj stresses and stimulates treasuring regional– cultural, historical and traditional heritage thusstrengthening oriental charm, typical for thatregion.The quality, diversity and sustainabledevelopment will be focus points of the product’sstrategy. The setting, sandy beach, the lakes andnatural parks will be the pillars on which the offerof Ulcinj as tourist destination is based.Target groupsMain target group of Ulcinj area are foreigntourists who visit Ulcinj because of its beaches –main target group for Velika Plaza, as well asValdanos, will be sub-segment of demandingtourists with great payment capacities fromWestern Europe, who come because of thebeaches, at first these will be from Germanyincluding all the subgroups.Leaning on the summer beach tourism, which isthe base of the tourism potential, different targetgroups will be also potential guests:• tourists who are interested in fitness andwellness,• bike riders,• those who are interested in walking tours• who are interested in nature,• in culture,• in sailing,as well as• Bird-Watchers,• Mountain-Bikers,• Mountain-Climbers,• Adventurers .Hotel offer: quality and quantityIn the north-east area of Velika Plaza-only in thezones which are permitted in the Study ofEnvironmental Impact – hotels will be built withtotal of ca.30.000 beds. Construction concept ofuse and creation of this product envisages thefollowing quality approach:• The hotels individually need not have over800 beds. Tour-operators believe that ideal sizeis 600 do 800 beds.• Minimum standard of each hotel on VelikaPlaza should have 3 stars and in the frontal area,along the beach 4 stars.• Construction height of the hotel can not be over5 stories.• All the hotels must apply the ratiothe bed :land area, which is 100 m2 of the greenarea per guest bed.• Each hotel needs its own concept with its owndefinition of the target group, which will be theorientation for the facilities for recreation for theguests and the orientation to provide them withall kinds of different services as well as the guidefor the entire hotel operating.·• All the hotels have to meet style requirementsof the Adriatic Coast and – as the mark of quality,

which is in common for all the hotels- to paygreat attention to landscape architectureincluding the facilities for recreation.• Hotel offer will be carried out within the modulesthemselves i.e. it will be concentrated in clusters.Modules and segments of offerThe development of Velika Plaza will last foryears and the precondition for that are biginvestments.• In order to avoid future construction works tohinder functioning of the operative hotels,• in order to have non-urban areas on the beachopen to public and• in order to, as an additional mark of the quality,protect green areas, the entire capacity isdivided in modules i.e. 6 individual segments ofoffer, which need to build their own identity, inorder to avoid the impression of “big mass”. Themodules are separated by green areas which are300-350 m wide.Each of the 6 modules leans on the beach- ca 800 m with enough green area forca.6,000 beds.The green areas, protection zones and cartrafficStandards, beach, subtropical development ofthe landscape and ecologically important zonesshould be the marks of quality of Velika Plaza.Therefore the following will remain untouched:•its south-east part,• the course and the mouth of Bojana,• and the part of Ada where there are noconstructions.Private car traffic in Velika Plaza will be limitedand replaced by public transport vehicles.Introducing the hinterlandDiversity and unique beauty of Velika Plaza with• Skadar Lake (USP),• hilly landscape of Sasko Lake• Karst Mt Rumija,• sleeping villages• rocky coast and coves for swimmingthese are all additional advantages, which willmake Ulcinj coast unusually attractive touristdestination. Introducing the hinterland into theoffer of the town of Ulcinj and Velika Paza,means the following:• the destination will attract other groups ofguests other than beach tourists,• enable the extension of the summer seasonfrom the spring to autumn,• benefits for small and medium companies in thehinterland•and economically contribute to protection ofnatural parks.Tourist infrastructureComplementing the capacity on Velika Plaza withrecreation infrastructure, whose volume, diversityand quality must be diversified and specialized tomeet the requests of the tourism market.Tourism infrastructure with three differentaspects will be needed:• product which will provide for tour andadventure• round tour of the Skadar Lake and of Mt.Rumija with tours of fishermen and mountainvillages;• visiting the remains of the Old Town of Bar andSas;•settling flamingoes in the Ulcinj Slat Worksbasins and in the Ulcinj Valley;•village open markets, fish food and folklorerestaurants with Montenegrin and Albanianspecials.• for extending the summer season:• network of bike and pedestrian pathsthroughout the entire hinterlandwhich would, as a vision, open up the entireMontenegro,• Offer of niches, which would link the feelingsabout culture and nature with the activities.• For attracting other target groups:• yachters and other sea sportsmen, byequipping the marina in the Channel MilenaMouth;• golf beginners, by equipping a modern coursefor practicing golf playing, which golf courses areat the same time buffer zones to separate VelikaPlaza protection zone;• tour makers (nature visiting) and bike riders, bymaking the mentioned networks of paths.Maximizing economic effectsTourism mainly lives on small and mediumcompanies.•For this reason, as many as possible, thecitizens should engage in this branch on thebasis of the laws and defined concepts. Thereare many possibilities –in the first place in thehinterland, where big facilities are unacceptableand whose charm is in the local setting.Accommodation capacities should beconsidered, catering, sale of agricultural andcraftsmen products, as well as all types ofservices.Private initiatives should be supported by thestate-through credits with favorable interest ratesinformation,trainings, consulting and marketing.• Besides that, it is needed to engage foreigninvestors and big tourist companies. They willintroduce professionalism, management,financial power and sales efficiency. Onsly theyare strong enough toto set up charter-chains and profitably managethem and reach new markets in the entire region.Attracting investors

In order to attract foreign investors, attractiveframework is necessary with severalpreconditions:• Legal framework in all the aspects;• Investment incentives, which can keep pace ininternational relations;•Realistic chances for gain;• Effective infrastructure for electricity and watersupply and treatment of waste water;•The setting which is favorable for the investor,trust in administration and political system as wellas tourist destination with an image of future.Introducing the publicPeople are the main focus of the tourismindustry:• either guests who want their expectations andneeds to be met,• either local population who want to live ontourism and• who have to adapt to tourists.Because of big changes that tourism is imposing,the public must be continually involved in theentire process of development, in order to showunderstanding on the one hand, and cooperateconstructively and critically on the other. It istheir behavior that is important, identity and originand environment.Cross-border cooperationIntroducing the neighboring region in Albania asa tour destination will contribute to attractivenessof Ulcinj. Therefore, the cross-border cooperationis in mutual interest of both sides.Besides that, cross-border cooperation is neededon the Skadar Lake and the river Bojana for thepurposes of protection and further developmentof natural park potential.Ulcinj must become the destination of the knownbrand. Ulcinj Coast must be positioned on themarket as an authentic general product, in orderto be competitive, but not on the basis of lowprices. This involves the following:• product strategy, as explained in the concept,which is based on Velika Plaza sandy beach, butcomplementing it with Montenegrin history,oriental identity, landscape development andnatural parks and• market strategy, which will reach target tourists’minds through marketing and work with thepublic (PR)• and which is because of the synergy effectregarded as sub-brand of the superior brand of“Montenegro”, which in addition to Ulcinj ispromising.15 MeasuresIn order to achieve the regional concept for Ulcinjarea, preconditions and introductory steps areneeded in the first place.1.Strict ban of the construction in Velika Plaza,on the river Bojana, in its mouth and in SaskoLake.2.Binding decision on regional tourism concept,which needs to be passed by competent politicalbodies.3.Organizing regional destination management.4. Setting up legal basis for implementing theconcept in time and space schedules.5.Desiging urban plan for Velika Plaza whichmeets the tasks from regional concept observingecological aspects.6. Parceling Velika Plaza out for the developmentof tourism projects.7. Forming natural park on Velika Plaza, on Ada,Sasko Lake, legal, scientific and administrativemeasures for the settlement of flamingoes andpelicans in the Skadar Lake in the Ulcinj Valley,regarding cross-border cooperation.8.Planning and financing the entire infrastructurefor water and electricity supply and treatment ofwaste water and hard waste and determining thecosts of the entire infrastructure.9. Determining prices of the land in Velika Plaza,taking into consideration the costs ofinfrastructure.10.Determining incentives for big investors, takinginto consideration initial risks and developmentimpulse.11.Planning tourist infrastructure for introducingthe hinterland with bike and pedestrian paths andproducing the priority list.

List of bird species on the coast near UlcinjThe enclosed list gives all the types of specieswhich have been found on the Ulcinj Coast(Velika Plaza,the Island of Vada,Stoj, ZogajskaSwamp, Milena Channel, the town of Ulcinj, theriver Bojana and its mouth, Krute Canyon,Sasko Lake, Adriatic Coast and Djeran) The listincludes 251 species. Total number of all thespecies that S.Puzovic listed in the summer1988, as well as in January1991 is 176. Duringthese intensive and relatively short researchesonly 76 species were not determined, which wereon earlier occasions,(1883-1985) found.Legend:**Species determined by S.Puzovic in 1988 onlyin the area of Salina** Species determined by S.Puzovic in 1988 inthe area of Velika Plaza, Milena Channel, theIsland of Vada, Stoj, Zogajska Swamp, the riverBojana, as well as on the coast ; some of thesespecies were seen in Salina and in Sasko Lake***Species that S.Puzovic in 1988 saw only inSasko Lake and its near area-species which are not under the stars were seenby other ornithologists in the period from 1883 -1985Podicipedidae1.RED-THROATED DIVER Gaviastellata **2.BLACK-THROATED DIVER Gavia arctica***3.BLACK-NECKED GREBE Podicepsnigricollis***4.LITTLE GREBE Tachybaptus ruficollis**5.GREAT CRESTED GREBE Podicepscristatus**6.RED-NECKED GREBE Podiceps griseigenaPhalacrocoracidae7.GREAT CORMORANT Phalacrocorax carbo**8.SHAG Phalacrocorax aristotelis**9.PYGMY CORMORANT Phalacrocoraxpygmeus**Pelecanidae10.WHITE PELICAN Pelecanus onocrotalus11.DALMATIAN PELICAN Pelecanus crispus*Ardeidae12.BITTERN Botaurus stellaris*13.LITTLE BITTERN Ixobrichus minutus**14.NIGH HERON Nycticorax nycticorax**15.SQUACCO HERON Ardeola ralloides**16.GREAT WHITE EGRET Egretta alba*17.LITTLE EGRET Egretta garzetta**18.GREY HERON Ardea cinerea**19.PURPLE HERON Ardea purpurea**Ciconiidae20.WHITE STORK Ciconia ciconia**.21.BLACK STORK Ciconia nigraThreskiornithidae22.GLOSSY IBIS Plegadis falcinellus**23.SPOONBILL Platalea leucorodia**Phoenicopteridae24.GREATER FLAMINGO Phoenicopterus ruberAnatidae25.MUTE SWAN Cygnus olor26.BEAN GOOSE Anser fabalis27.WHITE-FRONTED GOOSE Anseralbifrons*(1991)28.GREYLAG GOOSE Anser anser29.COMMON SHELDUCK Tadorna tadorna*

30.EURASIAN WIGEON Anas penelope*31.GADWALL Anas strepera32.COMMON TEAL Anas crecca*33.MALLARD Anas platyrhynchos**34.NORTHERN PINTAL Anas acuta**35 GARGANEY Anas querquedula**36.NORTHERN SHOVELER Anas clypeata*37.RED-CRESTED POCHARD Netta rufina38.FERRUGINOUS DUCK Aythya nyroca**39.COMMON POCHARD Aythya ferina**40.GOLDENEYE Bucephala clangula41.GOOSANDER Mergus merganser42.SMEW Mergus albellusAccipitridae43.HONEY BUZZARD Pernis apivorus**44.WHITE-TAILED EAGLE Haliaeetus albicilla45.EGYPTIAN VULTURE Neophronpercnopterus46.GRIFFON VULTURE Gyps fulvus47.SHORT-TOED EAGLE Circaetus gallicus***48.HEN HARRIER Circus cyaneus49.MONTAGUS HARRIER Circus pygargus**50.MARSH HARRIER Circus aeruginosus**51.GOSHAWK Accipiter gentilis*(1991)52.SPARROWHAWK Accipiter nisus**53.LEVANT SPARROWHAWK Accipiterbrevipes**54.BUZZARD Buteo buteo**55.LESSER SPOTTED EAGLE Aquila pomarina56.SPOTTED EAGLE Aquila clanga57.IMPERIAL EAGLE Aquila heliaca58.GOLDEN EAGLE Aquila chrysaetos***59.BOOTED EAGLE Hieraaetus pennatus60.BONELLIS EAGLE Hieraaetus fasciatusPandionidae61.OSPREY Pandion haliaetus**Falconidae62.LESSER KESTREL Falco naumanni63.RED-FOOTED FALCON Falco vespertinus**64.COMMON KESTREL Falco tinnunculus**65.HOBBY Falco subbuteo**66.MERLIN Falco columbarius67.LANNER FALCON Falco biarmicus68.SAKER FALCON Falco cherrug69.PEREGRINE FALCON Falco peregrinus**Phasianidae70.GREY PARTRIDGE Perdix perdix**71.COMMON QUAIL Coturnix coturnix72.COMMON PHEASANT Phasianus colchicus**Rallidae73.WATER RAIL Rallus aquaticus*74.SPOTTED CRAKE Porzana porzana*75.BAILLONS CRAKE Porzana pusilla76.MOORHEN Gallinula chloropus**77.COMMON COOT Fulica atra**Gruidae78.COMMON CRANE Grus grus0tididae79.GREAT BUSTARD Otis tardaHaematopodidae80.OYSTERCATCHERHaematopusostralegus**Recurvirostridae81.BLACK-WINGER STILTHimantopus himantopus**82.AVOCET Recurvirostra avosetta**Burhinidae83.STONE-CURLEW Burhinus oedicnemus**Glareolidae84.COLLARED PRATINCOLEGlareaola pratincola**Charadriidae85.LITTLE RINGED PLOVER Charadriusdubius**86.RINGED PLOVER Charadrius hiaticula*87.KENTISH PLOVER Charadriusalexandrinus**88.DOTTEREL Charadrius morinellus**(Grubac,1997)89.EUROPEAN GOLDEN PLOVERPluvialis apricaria*90.GREY PLOVER Pluvialis squatarola**91.LAPWING Vanellus vanellus**Scolopacidae92.KNOT Calidris canutus**93.SANDERLING Calidris alba*94.LITTLE STINT Calidris minuta**95.CURLEW SADPIPER Calidris ferruginea*96.TEMMINCKS STINT Calidris temminckii**97.DUNLIN Calidris alpina*98.RUFF Philomachus pugnax**99.COMMON SNIPE Gallinago gallinago**100.GREAT SNIPE Gallinago media.101.WOODCOCK Scolopax rusticola**102.BLACK-TAILED GODWIT Limosa limosa**103.BAR-TAILED GODWIT Limosa lapponica ?104.EURASIAN CURLEW Numenius arquata**105.WHIMBREL Numenius phaeopus*106.SLENDER-BILLED CURLNumenius tenuirostris107.SPOTTED REDSHANK Tringa erythropus*108.COMMON REDSHANK Tringa totanus**109.MARSH SANDPIPER Tringa stagnatilis**110.GREENSHANK Tringa nebularia**111.GREAT SANDPIPER Tringa ochropus**112.WOOD SANDPIPER Tringa glareola**113.COMMON SANDPIPER Actitis hypoleucos**114.TURNSTONE Arenaria interpres*Laridae115.MEDITERRANEAN GULL Larusmelanocephalus116.LITTLE GULL Larus minutus**117.BLACK-HEADED GULL Larus ridibundus**118.COMMON GULL Larus canus*119.LESSER BLACK-BACKED GULL Larusfuscus120.YELLOW-LEGGED GULL Larus cachinans**Sternidae121.GULL-BILLED TERN Gelochelidon nilotica**122.CASPIAN TERN Sterna caspia**123.SANDWICH TERN Sternasandvicensis**(1991)124.COMMON TERN Sterna hirundo**

125.LITTLE TERN Sterna albifrons**126.WHISKERED TERN Chlidonias hibridus**127.BLACK TERN Chlidonias niger**128.WHITE-WINGED TERNChlidonias leucopterus**Columbidae129.STOCK DOVE Columba oenas130.WOOD PIGEON Columba palumbus**131.COLLARED DOVE Streptopelia decaocto**132.TURTLE DOVE Streptopelia turtur**Cuculidae133.COMMON CUCKOO Cuculus canorus**Strigidae134.SCOPS OWL Otus scops**135.EAGLE OWL Bubo bubo136.LITTLE OWL Athene noctua**137.TAWNY OWL Strix aluco**138.SHORT-EARED OWL Asio flammeusCaprimulgidae139.EUROPEAN NIGHTJARCaprimulgus europaeus**Apodidae140.COMMON SWIFT Apus apus**141.ALPINE SWIFT Apus melba**Alcedinidae142.COMMON KINGFISHER Alcedo atthis**Meropidae143.EUROPEAN BEE-EATER Merops apiaster**Coraciidae144.ROLLER Coracias garrulus**Upupidae145.HOOPOE Upupa epops**Picidae146.WRYNECK Jynx torquilla147.GREEN WOODPECKER Picus viridis**148.GREAT SPOTTED WOODPECKERDendrocopos major**149.LESSER SPOTTED WOODPECKERDendrocopos minorAlaudidae150.CALANDRA LARK Melanocorypha calandra151.SHORT-TOED LARK Calandrella cinerea152.CRESTED LARK Galerida cristata**153.WOOD LARK Lullula arborea154.SKY LARK Alauda arvensis*Hirundinidae155.SAND MARTIN Riparia riparia**156.CRAG MARTIN Hirundo rupestris***157.BARN SWALLOW Hirundo rustica**158.RED-RUMPED SWALLOW Hirundodaurica***159.HOUSE MARTIN Delichon urbica**Motacillidae160.TAWNY PIPIT Anthus campestris**161.TREE PIPIT Anthus trivialis**162.MEADOW PIPIT Anthus pratensis**(1991)163.RED-THROATED PIPIT Anthus cervinus164.WATER PIPIT Anthus spinoletta*(1991)165.YELLOW WAGTAIL Motacilla flava**166.GREY WAGTAIL Motacilla cinerea**(1991)167.PIED WAGTAIL Motacilla alba**Bombycillidae168.WAXWING Bombycilla garrulusTroglodytidae169.WREN Troglodytes troglodytes**Prunellidae170.HEDGE ACCENTOR Prunellamodularis**(1991)171.ALPINE ACCENTOR Prunella collarisTurdidae172.ROBIN Erithacus rubecula**173.NIGHTINGALE Luscinia megarhynchos**174.BLUETHROAT Luscinia svecica175.BLACK REDSTARTPhoenicurus ochrurus**(1991)176.COMMON REDSTART Phoenicurusphoenicurus177.WHINCHAT Saxicola rubetra**178.STONECHAT Saxicola torquata179.NORTHERN WHEATEAR Oenantheoenanthe**180.BLACK-EARED WHEATEAROenanthe hisanica**181.BLUE ROCK TRUSH Monticola solitarius182.BLACKBIRD Turdus merula**183.FIELDFARE Turdus pilaris184.SONG THRUSH Turdus philomelos**(1991)185.REDWING Turdus iliacus186.MISTLE THRUSH Turdus viscivorusSylviidae187.CETTIS WARBLER Cettia cetti**188.FAN-TAILED WARBLER Cisticola juncidis ?189.189.SAVIS WARBLER Locustellaluscinioides ?190.MOUSTACHED WARBLERAcrocephalus melanopogon191.SEDGE WARBLERAcrocephalus schoenobaenus**192.MARSH WARBLER Acrocephalus palustris**193.REED WARBLER Acrocephalus scirpaceus194.GREAT REED WARBLERAcrocephalus arundinaceus**195.OLIVACEOUS WARBLER Hippolaispallida**196.ICTERINE WARBLER Hippolais icterina**197.SUBALPINE WARBLER Sylvia cantillans**198.SARDINIAN WARBLER Sylviamelanocephala**199.ORPHEAN WARBLER Sylvia hortensis200.BARRED WARBLER Sylvia nisoria201.LESSER WHITETHROAT Sylvia curruca**202.COMMON WHITETHROAT Sylviacommunis**203.BLACKCAP Sylvia atricapilla**204.WOOD WARBLER Phylloscopus sibilatrix**205.CHIFFCHAFF Phylloscopus collybita**206.WILLOW WARBLER Phylloscopus trochilus207.BONELLIS WARBLER Phylloscopus bonelli208.GOLDCREST Regulus regulus209.FIRECREST Regulus ignicapillusMuscicappidae210.SPOTTED FLAYCATCHER Muscicapastriata

211.COLLARED FLYCATCHER Ficedulaalbicollis212.PIED FLYCATCHER Ficedula hypoleuca**Timaliidae213.BEARDED TIT Panurus biarmicus*Aegithalidae214.LONG-TAILED TIT Aegithalos caudatus**Paridae215.SOMBRE TIT Parus lugubris216.BLUE TIT Parus caeruleus**217.GREAT TIT Parus major**Sittidae218.WESTERN ROCK NUTHATCHSitta neumayer***Tichodromadidae219.WALLCREEPER Tichodroma muraria***Certhiidae220.SHORT-TOED TREECREEPERCerthia brachydactylaRemizidae221.PENDULINE TIT Remiz pendulinusOriolidae222.GOLDEN ORIOLE Oriolus oriolus**Laniidae223.RED-BACKED SHRIKE Lanius collurio**224.LESSER GREY SHRIKE Lanius minor**225.WOODCHAT SHRIKE Lanius senator226.MASKED SHRIKE Lanius nubicusCorvidae227.EURASIAN JAY Garrulus glandarius**228.MAGPIE Pica pica**229.JACKDAW Corvus monedula**230.ROOK Corvus frugilegus231.CARRION CROW Corvus cornix**232.RAVEN Corvus corax**Sturnidae233.STARLING Sturnus vulgaris**Passeridae234.HOUSE SPARROW Passer domesticus**235.SPANISH SPARROW Passerhispaniolensis**236.TREE SPARROW Passer montanus**Fringillidae237.CHAFFINCH Fringilla coelebs**238.BRAMBLING Fringilla montifringilla239.EUROPEAN SERIN Serinus serinus**240.GREENFINCH Carduelis chloris**241.GOLDFINCH Carduelis carduelis**242.SISKIN Carduelis spinus243.LINNET Carduelis cannabina*244.HAWFINCHCoccothraustes coccothraustes**(1991)Emberizidae245.YELLOWHAMMER Emberiza citrinella246.CIRL BUNTING Emberiza cirlus***247.ROCK BUNTING Emberiza cia248.ORTOLAN BUNTING Emberiza hortulana249.REED BUNTING Emberizaschoeniclus***(1991)250.BLACK-HEADED BUNTINGEmberiza melanocephala***251.CORN BUNTING Miliaria calandra**Liste der Vogelarten,die an der Küste vonUlcinj festgestellt wurdenvon Slobodan PUZOVIÅNovisad,August 2002

Short assessment of ecological importance of theRiver Bojana-Buna Delta (Montenegro/Albania)A.Partner organizations• Dr.M.Schneider-Jacoby,Euronatur• D.Savelic,Dr.A.Vizi, Montenegro• D.Dhora,Albania• B.Stumberger,J.Smole,Dr.P.Trontelj,• SloveniaDr.P.Sackl,Austria• S.Puzovic,SerbiaB. Location descriptionName “Delta Bojana-Buna“is used for thearea along the River Bojana and Bunabetween the Skadar Lake and the AdriaticCoast. It is a triangle with sides which are 30km long covering the area of ca.50.000 ha inthe territory of Albania and Montenegro. Thisarea provides for many important habitatson the Adriatic Coast, natural sandybeaches ca.25 km long, coves, sandy dunesand halophytic vegetation, lakes and areaswhich abound in cultural heritage stretchingalong the river to the Skadar Lake.This region includes three important birdshabitats (Ulcinj, Saline, Sasko Lake inMontenegro and Velipoja in Albania).Rivers Bojana-Buna and the Island of Ada arementioned in international literature as importantparts of this cross-border swamp eco-systembetween the Skadar Lake and the Adriatic. In thepast 10 years and the first issue of IBA rules,changes have already lowered ecologicalimportance of these areas. The cove and DeltaBojana-Buna are only by Albania recognized asinternationally important. Cross-borderassessment is needed to determine their truestatus.All these areas are not protected at themoment, although there are proposalsproduced by the Montenegro Institute forthe Environmental Protection.C. International ImportanceImportant habitats of birds inEvropi (EU List of birds)The analysis is based on two reports ofGrimmett &Jones (1989) and Heath &Evansin 2000.They are both based on EU criteria .List of birds1.MontenegroUlcinj-Saline(1350 ha): important habitat forrare birds and for over 10 000 migratory birdsin the autumn and winter.Sasko Lake (350 ha): this lake is part ofBojana river basin, 10 km from the sea. Theaccess was difficult before political changes.In 1989, a colony of spoonbills wasdescribed, herons and Pygmies cormorantswhich moved to Bojana and perhaps toAlbania. Till 1990 the number mentioned was2000 braces of Pygmies cormorants in thearea of the river Bojana (border area).Skadar Lake in the north of this region isrecognized as national Park and is extremelyimportant habitat for birds protection.Bojana Delta is important for futuredevelopment of the lake, because it adds

other species to ecological climate of thearea.2.AlbaniaSwamps along the border are in Albania(1500 ha) classified as important habitats ofbirds „Velipolje“ . Negative trends are notices in thisarea as wel,l in the past 10 years. In thereport of Heath &Evans (2000) the colony ofPygmies cormorants in the coastal areamoved to the Island Ada in Montenegro.Note:the other report says for both statesthat missing colonies moved to the other sideof the border! This backwater and island Adawere not recorded as important habitats ofbirds by Montenegro, though the same wasdone in Albania. It is the only complex of themouth and the cove in Montenegro and assuch it is of national importance.Appearance of spoonbills and Pygmiescormorants in the costal habitats the samesources classifies as internationally importantswamp, just as the reports in Albania do.(Tekke 1996).D. Swamps of international importance(Ramsar Convention)The analysis is based on the report BirdLifeInternational(2001).1.MontenegroThe Skadar Lake shall apply for theregistration as Ramsar location (20.000 ha).The standards for being registered asinternationally important swamps meet bothSasko Lake and Ulcinj Saline which aresituated in this region, but they have notapplied for the registration yet.2.AlbaniaThe Velipolja Cove also meets conditions forbeing registered as internationally importantswamp, but has not applied for theregistration yet. Neither has the Albanianside of the Skadar Lake.Note: There is no realistic analysis of theentirearea of the swamps. According Grimmet ets.(1989:2000 of Braces of Pygmies BormorantsAlong the River Bojana) and according toAlbanian reports on the impacts (Tekke1996,Heath &Evans 2000) there must have beengreat changes to which the inaccessible areaand the swamps along border got smaller.E. Reasons for Quick AssessmentEcological values1.Lack of InformationCurrent situation in the area and number ofendangered birds is unknown.2.Lack of ProtectionAll important locations are unprotected.Only the beach has the status of naturalmonument in Montenegro. This status allowsthe use of the beach for tourists.3.Tourist DevelopmentCoastal area in both countries representsareas of priority importance for thedevelopment of tourism. It is important tooffer to both governments good informationon the landscape and species, in order tohave sustainable development. Untouchednature of Delata Bojana-Buna is of greatvaluefor future tourist development andinternational promotion of this destination.4.Urges by huntersItalian hunters kill many birds. Hunting seasonin Montenegro includes major part of theyear(August 15 – March 15)5.Relaxed border controlColonies of aquatic birds nest in the borderarea. Since 1990 the border is less dangerouswhich increased disturbances. Thepopulation of the pelicans on the SkadarLake decreased in 2002 (domesticobservation) to only one brace with theyoung.6.Changes in the manner of land useIn the past hundred years this deltasignificantly changed. Reiser &Führer give usgood information on earlier importance.Today there is a chance to start with theproject of restocking.Short assessment of the ecologicalimportance of Delata riverBojana-Buna (Montenegor/Albania)February,2003Dr.Martin Schneider-Jacoby,EuronaturTourism use of natural hinterland on theSkadar Lake and the river Bojana1.ZielThe are of Ulcinj is considered the richestarea in birds on the Adriatic.Interchangeability of the different swampsand habitats from the sea to the Karstmountains created here a unique naturalhinterland. There are several goals tostimulate the development of tourism:• Enrichment of the tourism offer by creatinggood conditions for watching endangeredspecies and unique landscape

• Accompanying measure to alleviateincreasing pressure against the nature whichcomes with the development of tourism• Nesting „Image species “ ,such as pelicansand flamingoes, which are internationallyrecognized as a standard for protection ofnature and quality of vacation• International promotion supported bynatural values of the area as a specialdestination for holiday in line with the newslogan „Wild Beauty “2.BegründungUlcinj as a tourism destination is different frommany other destinations on theMediterranean for its beautiful hinterlandand natural sandy beach which is 13 kmlong, with the other half in Albania. Differentmeasures are needed to protect nature inorder to integrate these natural values in thedevelopment of tourism. Here the the longterm connection of the Skadar Lake throughBojana.Besides initiated activities and project on theSkadar Lake, additional cooperation withneighboring Albania is needed. Before, theships could sail from the Adriatic to SkadarLake and Rijeka Crnojevica through Bojana.This trip from the sea to the Balkan Canyonsoffers unique trip through European swamps.The following reasons support: introducingnatural resources in the development oftourism.• National Park Skadar Lake has not beenfinished yet and important instruments aremissing such as the Management Plan• In 2002 hunting in National Park wasbanned, and the management has tourgently create new sources of revenuesand attract new target groups.• Its brand name, the fluffy pelican isdistinguishing.In 2002 only10 birds with two young were 2002 seen.Their number in past 30 years has beendeclining constantly (see the survey). Thesame, perhaps to a greater extent, referrersto the areas along Bojana. We still do nothave here protected areas, though severalregions such as Saline and Sasko Lake(connected with Bojana) have beenplanned to be placed under protection. Thesame refers to Albania. This valley area,immediately along Velika Plaza and in itshinterland is very interesting as a destinationfor bile and walking tours. Besides that, bythe very beach and existing mountain hotelsit is possible to watch many rare and exoticbirds.200.000 migratory birds already settled onthe Skadar Lake and along the River Bojana- the number which will go up fast over halfa million with due protection. In this way,watching long term, this area can compareto known regions such CotaDonana, but with the difference that dulyplanned and long term measures can steerthe development.3.Concept/MeasuresThe given measures are proposed based ontwo typical species, fluffy pelican and purpleflamingo. They are good indicators of thesuccess of the measures undertaken.PelicansInternationally, the Skadar Lake is little knownof, but with its wide area of swamps andsteep karst mountains it is one of the mostremarkable areas of Europe. National Parkhas its own physical development plan and itshould be applied. The concept of differentzones is missing. It is necessary in order tohave a long term development in line withthe rules of the nature protection. Recentdevelopment of new sports disciplines on thebig surface of the lake, such as surfing on theboard raise concern. In this case, necessarynew capacities which will prevent adverseeffects and which will harmonize new planswith the status of National Park.• Development of long term system forsteering and informing the visitors which willstimulate tourism development. New andattractive offers, such as “ Walking in thewater” watching nature and posting placesfor watching are needed.• especially important is absolute protectionof the last braces of pelicans and postingsafety platforms for mating. We approve ofnew UNDP project which will stimulate betterprotection of pelicans starting late 2002.• Additional mating platforms are in the areaof the proposed regional national park„Bojana “ (se under Flamingo),e.g. on the sasko Lake.• Next important step is declaration of crossborderprotected area together withASlbania. Here the level of protection is lessimportant than harmonizing the goals of thedevelopment and protection. UNESCO offersthrough its instruction for the declaration ofcross-border biospheres-reservoirs, a supportfor establishing cooperation.FlamingoIf we want to use attractive naturallandscapes which are along the Velika Plazaand the Island of Ada , as well as wideswamps behind for a long term tourism

development, the most important is theorganization of cross-border regional park.Only adequate management shall wemanage to show to tourists natural beautiesand create adequate offer. The mostimportant measures are:• Proclamation and management of Salineas a reservoir for birds and placing artificialnests. Here can be used the experience ofthe river of Rhone delta.• banning birds hunting in the swamps andareas of international importance, in order toattract even greater number of rare birdsand shorten the migration distance. Only inthis way can it be possible for the tourist tofeel the birds.• Construction of centers „Nature -Information-Experience (Nature Club) in the Island of Ada orin Sasko Lake (old motel)• Trimming the bike paths and horse paths,pedestrian paths from the planned hotels tothe area in the hinterland. In dead season,tours and seminars can be organized.• Establishing cross-border regional park likeCamargue(regional park and protectedarea) or like Sjeverno More(trilateral national park)Tourism exploitation of the natural hinterlandon the Skadar Lake and River Bojana andEuronatur,Dr.Martin Schneider-JacobyLiteraturaADAC:Der Campingführer,München 2000ADAC:Der Campingplatz,München 1992ADAC:Umweltgerechte Ferienstätten,Ferienparksund Ferienzentren,München 1996Bundesforschungsanstalt für LandeskundeundRaumordnung:Freizeit-und Ferienzentren,Bonn 1994DEG -Deutsche Investitions-und EntwicklungsgesellschaftmbH (Hrsg.):Tourismus-Masterplan Montenegro,Köln 2001Environmental Assessment of Urban and TourismDevelopment Plan Ulcinj,EnvironmentalStudy Phase 2 of Urban Design Planfor Development Module No.2,ERM LahmeyerInternationalEnvironmental Assessment of Urban andTourism Development Plan Ulcinj,Phase1,Environmental Screening and InitialAssessment,ERM Lahmeyer InternationalFeasibility Study Dealing with Establishing aMarina in Ulcinj,Prof Dr Sava PetkovicF.U.R.:Tendstudie 2000-2010,ForschungsgemeinschaftUrlaub und Reisen e.V.,Hamburg2000F.U.R.:Reiseanalyse-Kurzfassung,Forschungsgemeinschaft Urlaub undReisen e.V.,Hamburg 2000Generalni Urbanistiçki Plan Ulcinja,Zavod zaurbanizam i komunalnu delatnost Sr Srbije,Beograd,Republiçki zavod za urbanizam iprojektovanje,TitogradHuffadine in Resort Design:Resort Design-Planning,Architecture and Interiors,Washington2000ITS-Flugreisen Katalogue,Sommer 2003Knirsch,Jürgen:Hotels,Planen und Gestalten,Leinfelden-Echterdingen 2001Marco Polo (Hrsg.):Die Generalkarte,DalmatinischeKüste,Mitte und Süd,Deutschland1997Marco Polo (Hrsg.):Shell Eurokarte Slovenija-Hrvatska Bosna i Hercegovina -Jugoslavija-Makedonija Shqiperia,1997Meyers,Meyers großes Konversationslexikon,6.Auflage,Leipzig und Wien 1908Neckermann Flugreisen,Sommer 2003Statistiçki Crne Gore,Statistiçki Godi³njakCrne Gore 1999,Podgorica 1999Statistiçki Crne Gore,Statistiçki Godi³njakCrne Gore 2000,Podgorica 2000TUI,Kroatien,Slowenien,Montenegro,2003Valbonne,Jean:SchönesEuropa,Jugoslawien,Stuttgart 1986Vleeschouwer,Olivier de:AußergewöhnlicheHotels,Reihe:Modernes Wohnen,ParisWagner,Ferienarchitektur,Studienkreis fürTourismus,Starnberg 1984Spisak izvoraAbb.1.1:Nicolo Carnimeo,Montenegro -atimeless VoyageAbb.1.2:ADAC Motorwelt,Nr.2/2003,S.70Abb.1.12:ADAC Motorwelt,Nr.2/2003,S.70Abb.2.1:Tourismusministerium,Bulletin Nr.13-14Abb.2.2:Avelot &de la Nézière,MontenegroAbb.2.3:Jugoslawien -Sehenswürdigkeiten,Kunstschätze,Ein Enzyklopischer Reiseführer,Belgrad 1983Abb.3.1:Robinson Club Katalogue 1990Abb.3.2:Robinson Club Katalogue 1990Abb.3.3:Robinson Club Katalogue 1990Abb.4.1:Deutscher Wetterdienst,Klimadatenin Europa,Bd.2Abb.4.2:Deutscher Wetterdienst,Klimadatenin Europa,Bd.2Abb.4.3:Deutscher Wetterdienst,Klimadatenin Europa,Bd.2Abb.4.4:Deutscher Wetterdienst,Klimadatenin Europa,Bd.2Abb.4.8:Neckermann-Katalogue 2003Abb.5.13:Isolario del P.Coronelli,1696Abb.5.14:Dolcigno,Bakrorez,Lasco de Varea,

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