GRANTEE SPOTLIGHT INTERVIEW: ALEKSANDAR DONEV, FOUNDER AND CEO OF MUSTSEEDONIA
Established in 2014, Musteedonia is an organization for sustainable development and responsible tourism in North Macedonia, which provides consultancy in the area of tourism policy and regulatory framework, business and product development, marketing and promotion as well as production of high-quality storytelling content for various tourism products. What led to the creation of Mustseedonia, and where did the initial idea originate?
At that time, I was already working in the tourism sector for a few years as co-owner of a mountain lodge in the Shar Mountains, and had the chance to see how travelers that were visiting us from all over the world are experiencing our country and what the real potentials of our amazing region are. And, on the other hand, how much we, as a destination, are not aware of that nor do we have the institutional capacities and know-how to manage tourism in a way that protects our natural and cultural heritage, and which is also beneficial for the local communities.
I decided to act and found Mustseedonia with a simple idea: to help develop and promote responsible tourism practices. Since then, we have been part of countless initiatives and development projects in the Western Balkans, and we’ve built numerous partnerships with local, regional as well as international key actors.
In 2010, with the support of the United States Agency for International Development (USAID), the United Nations Development Programme (UNDP) and the Italian Agency for Development Cooperation (AICS), a group of passionate outdoor enthusiasts started working on the Via Dinarica project, a network of long-distance hiking trails through the Dinaric Alps and Shar Mountains in the Western Balkans. Subsequently, Mustseedonia, with the support of the European Union and the World Bank, contributed to the greater development of this hiking trail of 2000km in North Macedonia by promoting the unique advantages of tradition, landscape, gastronomy and culture. Can you highlight some of the results achieved, and what are the benefits of such a mega hiking trail for the entire region of the Western Balkans?
Establishing a mega hiking trail and adventure corridor that is Via Dinarica, connecting eight Balkan countries, from Slovenia to North Macedonia, can bring huge economic, cultural, environmental, and social benefits to the entire region, especially of the Western Balkans. It creates opportunities for sustainable development, encourages conservation efforts, and strengthens regional ties, making it a valuable asset for all communities and countries involved.
By attracting outdoor enthusiasts from around the world, it increases tourism and economic opportunities for the local communities, generating revenue and employment opportunities for the businesses in the region. Additionally, it fosters cultural exchange and interaction between the locals and international hikers, promoting understanding, appreciation, and preservation of the rich cultural heritage and traditions of the Balkans countries. Moreover, it empowers local communities by involving them in the development process, promoting community engagement, cultural pride, and a sense of ownership, leading to sustainable development. Promoting responsible and sustainable tourism practices encourages the protection and conservation of the region’s natural environment and raises awareness about the importance of preserving the unique biodiversity, ecosystems, and fragile habitats along the trail. And, finally, since the trail traverses multiple countries, it encourages regional collaboration, dialogue, and cooperation between institutions, organizations, and communicates.
As one of the USAID EDGE grantees, together with your partners from Bosnia and Herzegovina and Montenegro, you are implementing the Balkan Green Project that connects key sustainable tourism professionals from Albania, Bosnia and Herzegovina, Montenegro, and North Macedonia to form a strong, reliable and professional network. What activities are being implemented in order to achieve the desired outcome?
The idea behind Balkan Green was born among us and our partners (Good Place from Slovenia, Hyva from Montenegro, and Green Visions from Bosnia and Herzegovina) even before the pandemic. But, as you know, everything kind of paused for two years, and a lot of beliefs and values were challenged and strategies reevaluated. With this, the need for such a unique regional initiative and a greener future for Balkan tourism became even more apparent.
The recognition and opportunity by USAID EDGE came at the perfect moment and helped us to jump-start Balkan Green.
Within this project, we are developing the Balkan Green platform as the place for education on sustainable practices, sharing good practice stories, knowledge, and experience amongst its participants. This engages, empowers, and supports certification for sustainable tourism among destinations, businesses, and products, while motivating and inspiring others to join and start their journey towards a measurably more sustainable and green future.
We organized four events in Trebinje (Bosnia and Herzegovina), Tivat (Montenegro), Vevcani (North Macedonia), and Belsh (Albania) as part of the Balkan Green Roadshow to raise awareness and discuss the why, the how, and the who in sustainable tourism.
Currently, we are in the process of filming and producing storytelling content to inspire and share best practices from the Western Balkan region, and engage various stakeholders to build a better and greener future for our region together.
In 2022, Musteedonia participated in two world-renowned events on sustainable and responsible tourism, Green Destinations in Athens, Greece, and Adventure Travel World Summit in Lugano, Switzerland. What were your key takeaways and lessons learned from these great networking opportunities? And, how would you assess the current status of sustainable tourism in the Western Balkans?
At the Global Green Destinations Days 2022 and The Future of Tourism Summit in Athens, we, as Balkan Green, became a Full Green Destinations Representative for the Western Balkans, holding two events, a panel discussion, and a workshop on the Sustainable Tourism Realities in the Balkans. Key takeaways from 54 delegates from the WB were that this is not a project, but a process in which we need to engage the key actors. The national push is often missing and the resources are scarce, but there is a willingness to work together, and we should continue to exchange and learn from each other and stay committed to improvement and innovation.
Just a few days after Athens, in Lugano, Switzerland, at the Adventure Travel World Summit, the main theme also centered on sustainable tourism, and more than 750 delegates from around the globe discussed the complexity of restoring nature’s balance in an unpredictable world, and how people and tourism benefit when sustainability is prioritized. The common message prevailing throughout all the sessions and keynote addresses was clear: the adventure travel industry has an important role to play in promoting sustainability and shaping the world’s post-pandemic recovery in a responsible manner.
Regarding the current status of sustainable tourism in the Western Balkans, I would have to say that we are witnessing small, but significant progress in promoting sustainable tourism practices in recent years. Governments, local communities, and tourism stakeholders have started, with baby steps, I would say, to embrace the concept of sustainability. There are several destinations in the Western Balkans that are standing out and have started implementing sustainable tourism strategies, developing eco-friendly accommodations, promoting responsible tour operators, engaging in sustainable certification processes, and creating protected areas to safeguard the region’s biodiversity. Collaborative initiatives and regional cooperation have been the key to sharing best practices and enhancing sustainability standards across the Western Balkans, and while there are still many, many challenges, there is a growing commitment to preserving the unique beauty and heritage, while fostering economic growth and community empowerment.
Shortly after the Lugano Summit, Mustseedonia attended the USAID EDGE regional Adventure Travel Training in Mavrovo, North Macedonia and the regional Ohrid Reconnect Gathering in Ohrid, North Macedonia. Both events hosted high-level participants as well as renowned speakers and practitioners. How important are such events for the adventure travel community of the Western Balkans? What were the main accomplishments following these events and what actions can we expect as a result?
I would say that events such as these play a vital role in the development and growth of the adventure travel community in the Western Balkans. They facilitate knowledge exchange, foster collaboration, and help bring together and build a stronger adventure travel community, something that is crucial for developing and promoting the Western Balkans as one travel destination, which is how we are actually perceived by the rest of the world.
There is a new generation of young and progressive colleagues in this community, which I think we should strongly support. Their mission to collaborate and jointly protect and responsibly develop our wonderfully diverse region is our safest bet for a much better and greener future.
Travel trends are constantly evolving and adapting as the industry changes. From health and wellness tourism, to adventure travel, the ways in which people travel and experience the world are constantly changing. Given your experience in the travel industry, what trends do you see in the pipeline for the next 5 years?
There are several emerging trends that I would highlight for the next 5 years that are especially in favor of countries like the ones in the Western Balkans. First and foremost, I would say sustainable and responsible travel. The focus on sustainability and responsible travel will continue to grow. Travelers are increasingly seeking destinations and experiences that prioritize environmental conservation, community engagement, and cultural preservation, as well as eco-friendly accommodations, carbon-neutral transportation options, and locally sourced experiences.
Next, I would say is slow travel. The trend of slow travel, emphasizing quality over quantity, will gain traction. Travelers will prioritize meaningful experiences, spending more time in fewer destinations, and immersing themselves in the local culture. Mindfulness, wellness, and unplugging will also play a significant role in travel experiences.
Then, of course, visiting lesser-known and “off-the-beaten-path” destinations. Travelers nowadays opt to explore beyond traditional tourist hotspots and discover hidden gems that offer authenticity, as well as an escape from overcrowding.
Also, personalized and tailor-made experiences. This is something that has been on the rise even more so after the pandemic. Travelers are increasingly seeking personalized experiences that align with their specific interests, preferences, and values. This, together with health and wellness tours, as travelers prioritize health, self-care, and well-being.
And, lastly, I would point out digital nomads. With the rise of remote work and digital nomadism, more people will combine work and travel and individuals will choose to work from different locations.
The Western Balkans are very well-positioned to embrace and cater to all these travel trends, offering a blend of natural beauty, hidden gems, cultural heritage, sustainability, and personalized experiences. As the region continues to promote responsible tourism practices, develop infrastructure, and collaborate on regional initiatives, it has the potential to attract and satisfy the evolving preferences of modern travelers.
