Masterplan Ulcinj - Ada Bojana

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