Tourism for Future: The Eco-Labels Initiative in Kosovo and Montenegro

In addition to meeting the required criteria, the certification process itself involves intricate procedures and substantial financial commitments that can be challenging to fulfill. Recognizing this, partner non-governmental organizations (NGOs) and municipalities in the cross-border region between Kosovo and Montenegro have embarked on an initiative to assist the local hospitality sector in obtaining Eco Labels certification.

Ahmet Jetullahu-meti, serving as the Executive Director of the Prishtina REA, leads the cross-border consortium responsible for implementing the “Tourism for Future” project. Among its various objectives, this project aims to provide support to hotels and similar hospitality establishments in the cross-bordering regions to help them embrace Eco Labels certification. Jetullahu explains, “Our goal with this project is to foster a new, the way – ahead-thinking approach in the tourism industry within the cross-border region. This includes the introduction of eco labels, which represent one of the foremost standards in the global tourism industry, a standard that was previously unavailable in our region.” It’s worth noting that this project is co-funded through the EU-supported Cross-Border Cooperation (CBC) program between Kosovo and Montenegro, supported by Peja Municipality,  Kolasin Municipality, Prishtina REA and IPER.

The International Eco Labels certification encompasses a comprehensive set of eligibility criteria, covering aspects such as infrastructure, environmental sustainability, staff professionalism, sourcing of fresh and eco-friendly produce from the local area, and the incorporation of cultural heritage into their offerings.

Currently, training sessions on these crucial topics are in progress for companies and toursim practicioners located in the cross-border regions. These training sessions, conducted separately in Peja and Kolasin, involve the participation of around 30 participants  from each side of the border, who were selected through an open call process. Additionally, the project plans to provide training and certification to 15 auditors specializing in Eco Labels. As Ahmet Jetullahu-meti highlights, “Currently, there is a notable absence of certified Eco Labels auditors in Kosovo, Montenegro, or any neighboring countries. Therefore, achieving this certification will be a significant milestone for the tourism industry in the region.” We aim to certify at least 20 grantees with the Internationally recognised Eco- Label Certification (10 from Peja region and 10 from Kolasin region), aligning to a transparent call for grant applications, endorsed by the online e-platform, beign developed by the project side.

Beyond Eco Label certification, the project is actively assisting beneficiaries in the region by facilitating the development and implementation of Integrated Tourism and Communication strategies, as well as the promotion of cultural heritage and the local economy through a creative e-tourism platform developed aimign to promote and internationalise the cross-bordering tourism and cultural heritage sectors. Some of the noteworthy activities encompass cross-border tourism festivals and the organization of and promotion of two eco trails. Ahmet Jetullahu-Meti elaborates on the project’s background, noting that extensive research was conducted involving over 136 businesses from the cross-rorder regions. The majority of these businesses expressed a keen interest in receiving support for Internationally recognised Eco Labels certification. Jetullahu underscores the high level of participation and enthusiasm among company representatives, stating, “Participation and interest from these companies are exceptionally high, and they deeply appreciate the support provided by the project.”