Masterplan Ulcinj - Ada Bojana

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