Masterplan Ulcinj - Ada Bojana

- 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