TRAILBLAZING MAGAZINE AUGUST 2023

A High Scale International Go-Between

ISRAELI AMBASSADOR: I DISCOVERED A BEAUTIFUL COUNTRY

PROUD OF BEING PART OF SOMETHING TRULY SPECTACULAR

VAS GROUP is a business group, which under its umbrella are a group of companies operating in the travel and tourism sector. Each company is a standalone brand by itself, depending on the type of services they provide in their respective markets. For years, VAS GROUP has been inspiring

The next Join us love vas Where exellence is a habit

ALBTOURS D is a leading full-service Destination Management Company (DMC) for Balkan area specialized in a wide spectrum of services for MICE events, leisure, culture and sports related groups

Albtours D DMC operates in all 11 Balkan countries offering services from A to Z, meet & greet, airport transfers, bus in disposal, escort guides, hotels, restaurants, museums, special attractions, wine tasting and other. All services offered are with direct contracts with the suppliers!

Alongside Guaranteed tours, the company’s business model is mainly operating ON REQUEST and offering TAILOR MADE products specifically. MICE All kinds of events including Sports and Incentives as special part of MICE.

Albtours D DMC operates strictly in a B2B model which markets include EU countries like Germany, UK, Italy, France and Sweden; North and South America; Middle East; Far East; LATAM countries and Balkans

Since its creation in 2005 Vas Tour Operator has been a trendsetter for outbound travel in albanian market.

Offering escorted group tours, holiday packages, Winter or Summer vacations, charter holidays, sport events and bespoken individual travel arrangements, always striving to have unique product portfolio, has been a dustinguishing trait for Vas Tour Operator.

Its power springs from its solid foundation, careful selection of products and the dedication on the quality offered.

Vas Tour Operator functioning on strictly B2B model, enjoys a large network of travel agencies, more than 2000 at the moment, that make its main sales channel. The company core value like nurturing partnerships stands as its main guideline.

VASDREAM has started its operations in 2015 and is currently one of the leading online wholesalers for more than 3,000 Travel agencies and Corporates globally.

The platform offers B2B dedicated services for FLIGHTS, HOTELS, TRANSFERS, CAR RENTALS, thus providing the tools to travel, easily, quickly and safely anytime and from anywhere whether planning family vacations, business trips or organizing the trip of your lifetime, VASDREAM reveals the best travel opportunities for everyone.

The company’s constant investment in online booking technologies and our rich portfolio of providers, allow it to deliver innovative ideas, where planning and booking become efficient and a more exciting part of the journey, whatever is the destination.

exclusive destinations at client’s reach. The group is always engaged in innovating travel experiences and tailoring new services to widen the options for the business partners of each of its companies operating under VAS GROUP’s name.

Global Travel

Join us love vas Feel Premium Your premium point of view

Vas Event is a leading full-service Destination Management Company (DMC) for Balkan area specialized in a wide spectrum of services for MICE events, leisure, culture and sports related groups. Being part of Vas Group enables Vas Event to benefit from the partnership with the biggest Balkan companies and entities to deliver special, tailor made, and exceptional events.

Vas Event provides its clients access to exclusive events that feature distinctive initiatives and exiting entertainment.

Vas Event partners with the biggest Balkan companies and entities to deliver special, tailor made, and exceptional events. Mark your event with Albtours D and explore endless possibilities

Client satisfaction

We always strive to plan and operate your program smarter and in optimal alignment with your goals, mission and company culture.

Whole balkan operations

With our branch offices in three Balkan capitals, and trustable partners in each Balkan country, we can respond to any need and control each detail of your program to assure the highest quality for your guests.

PREMIUM GROUP HOTELS is a hotel chain consisting of three 5 STAR hotels situated first row to the sea on Golem beach, a main part of the Albanian Riviera.

The chain includes 3 brands, Premium Beach Hotel 5*, Premium Luxury Finese 5* and Premium Sunrise 5* that offer the finest class of accommodation and hospitality in Albania and the region.

Located between Tirana the capital of Albania and Durres the second main Albanian city, all 3 hotels are at a short distance from Tirana International Airport (TIA), which makes them the right and convenient choice to cater for all your travelling needs.

The hotels are fully equipped for business travelers, while also offering MICE services for corporate events. Vast interconnected meeting rooms equipped with the latest technologies needed for conferences and other events, all can be laid out according to the corporation’s needs.

PREMIUM MEDIA is an innovative media group complementing VAS GROUP’s 360 vision for the travel and tourism industry in both Albania and the region.

PREMIUM CHANNEL TV, PREMIUM TRAVEL and RADIO TRAVEL are the only TV and Radio mix dedicated to travel and tourism that are broadcasting in the local language. Therefore, influencing the travel market and directing customers to new destinations and trends for travelling.

PREMIUM CHANNEL TV is free to air on DVBT2, Digitalb & Tring in Albania, Ipko & Kujtesa in Kosovo, in addition to IPTV all over the world.

PREMIUM TRAVEL is a free to stream IPTV channel on a mission to revive, inspire and awake the desire to travel. It is accessible via a link on PREMIUM MEDIA’s website.

RADIO TRAVEL broadcasts on the frequency 104.6 MHz in Tirana & Durres; 87.7 MHz in Lushnje, Fier, Berat & Tepelena; 91.3 in Vlora; 98.6 in Dhërmi & Himara; 90.6 in Saranda. By extending its broadcasting from Ulcinj to Corfu, RADIO TRAVEL became the second private radio with the largest coverage in Albania.

IN VACATIONS Nomad WORK be aware of the WIFI / INTERNET SPOTS

Today is very normal or common that travelers depend on PUBLIC, HOTELS, RESTAURANTS and other Spots for free Wi-Fi for their phones, tablets, or computers. FREE Wi-Fi access CAN BE COSTLY, BUT; IF YOU question YOURSELF how safe these networks are, you might be safe.

How can you safeguard your data, critical and personal information?

Travelers /Hotel Guests usually get their room card, hotel information, and Wi-Fi password when checking in.

However, IT experts caution that having a password does not guarantee safe internet browsing

There are so many experts in hacking

that can quickly obtain your password from the hotel, restaurant, free WiFi spots and they may use deceptive ways to fake “networks” to trick YOU into transmitting sensitive data. This can include your private account information, passwords, contacts, and pictures, which they sent over an unsecured network.

The same on online shopping and when visiting shopping portals, YOU MUST be cautious. The hackers can easily access stored payment data through the router. Additionally, data thieves may create fake WLAN networks to install malware on devices. This can be especially problematic for business on any traveler outside of their “habitat” as the virus can be spread unnoticed upon their return to your home, work or company.

But you can protect yourself and others from by; Start by turning off automatic connections to available networks to increase device security. Keep your operating systems and applications up to date, especially if you’re an entrepreneur business traveler or else..

Also entering highly sensitive information like online banking, shopping and many others it’s best to use your data plan instead of any other Wi-Fi,

even if it requires a password

Any of your applications may continue to exchange data with the network without your knowledge, putting your information at risk.

Securely use any Network with a VPN

We strongly recommend that to use a VPN on a business, pleasure or any trip outside your “habitat “. The Virtual Private Network is a secure connection between the endpoint and the Internet. The IP address of the endpoint is disguised, and all traffic is routed through an encrypted tunnel. This means outsiders cannot read the traffic. According to IT Gurus and experts, the most straightforward and usually sufficient solution for private users is to install VPN software or download a VPN as a web extension.

Jose Pinto • Founder

Rudina Hoxha • Co-Founder

You want an increase in your asset valuation. So do we.

With over 60 years of experience and more than 400 hotels in 43 countries on four continents, Meliá Hotels International is one of the world’s leading hospitality companies. An opportunity to invest in a company with great ROI. An opportunity to invest in a relationship that’s mutually rewarding.We’ve built strong, long-term relationships with our partners of more than 30 years.

Melia Hotels International, the Most Sustainable Hotel Company in the world according to the Corporate Sustainability Assesment (CSA) 2022 from Standard & Poor’s.

LET’S START SOMETHING TOGETHER

When you belong, we go further

www.meliadevelopment.com

Meliá Durres | Albania Sol Tropikal Durres | Albania Elisa Tirana Affiliated by Meliá Albania

JOSE PINTO The CCA Business Model Offers Several Advantages

In an exclusive interview with TRAILBLAZING MAGAZINE, Jose Pinto explains what are the objectives he aims to reach as Business Development of CCA International for Albania, Balkans and Portugal while enlists the advantages of CCA business model.

“We can incorporate the facilities and services of a prestigious private club into any mixed-used building or residential real estate development project. This would benefit the developer by increasing the prestige and lifestyle offering for affluent residents and potential corporate residents,” Pinto says.

He seeks for collaboration/alliances with real estate developers, golf course architects and master planners, hotel and hospitality and business consultants.

Congratulations Mr. Pinto on the new position as Business Development at CCA International! What does this new post mean to you and to your company, JP HOSPITALITY.EU?

I’m so proud and delighted that I have been selected to represent and develop CCA International brands in Albania, Balkans, and Portugal. My career has been a multicultural one. I would say that after working in different Hotels and Resorts brands in different countries, cultures and environments for half a century, I’m excited once again that a company like CCA International and their Private Clubs have given to me a new “professional life term.” This means that my hospitality history, skills, experience and background can be an asset to them and to their business model.

As for our company, JPHospitality.EU, this is a milestone that opens new scopes within the business that we are experts in.

Can you speak a little bit about CCA International and what are its plans in Albania and Portugal?

The CCA business model offers several advantages. We can incorporate the facilities and services of a prestigious private club into any mixed-used building or residential real estate development project. This would benefit the developer by increasing the prestige and lifestyle offering for affluent residents and potential corporate residents. The key benefits being a shortened payback period, distinct leasing advantages, enhanced

Full interview below:

My career has been a multicultural one. I would say that after working in different Hotels and Resorts brands in different countries, cultures and environments for half a century, I’m excited once again that a company like CCA International and their Private Clubs have given to me a new “professional life term.”

return on investment, recurring revenue streams from club operations, capital cost savings, correct positioning of membership, optimized membership sales, high member satisfaction, superior operational standards, recruitment & training and tight financial controls.

With its corporate affiliate, International Associate Clubs IAC, CCA offers a complete club business model, focused on quality delivery in all phases of the membership experience as well as reciprocal benefits in over 200 high quality cities, golf, marina, yacht clubs, holiday villas, fractional ownership and country clubs.

I also look for collaboration/alliances with real estate developers, golf course

architects and master planners, hotel and hospitality and business consultants.

Key drivers for club expectations are personal recognition, exclusivity, privacy, comfortable and cozy ambiance, superior service standards and outstanding cuisine and gastronomy.

In simple words, we love being associated with professionals of great vision looking for a long-term business relationship.

What is your vision in this position? How will you fulfill it?

My vision is to have in each country one or two maximum long-term commitment partners and investors who are looking to go “out of Box “and be unique on

their market by investing in exclusive prestigious clubs, either as stand-alone or incorporated on their existing or new facilities.

Also penetrate into the exclusive market with Palmerston Hotel & Resort which is another corporate affiliate of the CCA Group and represents its brand name for integrated resorts with hotel, spa, golf and real estate components.

What challenges do you face in this position given the countries you are responsible for, i.e., Albania, Balkans, and Portugal?

I love challenges, I have been faced with all kinds of professional and personal challenges since young. Therefore, this new position only brings to me the revival of that feeling which means happiness to me. I’m preparing myself to be on the “run” soon.

*Rudina Hoxha is the Co-Founder and Editor in chief of Trailblazing Magazine.

I also look for collaboration/ alliances with real estate developers, golf course architects and master planners, hotel and hospitality and business consultants

ISRAELI AMBASSADOR

“I Discovered a Beautiful Country”

By Rudina Hoxha

Ten months ago, Ambassador of Israel, Her Excellency, Mrs. Galit Peleg came to Albania. Little did she know that she would find a gem country which would satisfy her so much in the professional and personal level too. She was so happy to find in Albania a great friend of Israel.

“Since I came here almost 10 months ago, I discovered a beautiful country, with a vibrant city as the capital, very warm

people, great food,” Mrs. Peleg said, adding “I am also very lucky to meet almost daily young people who are very enthusiastic to develop their country, to put Albania on the international map.”

The Ambassador highlights that a business forum will be organized next month with the presence of a business delegation that will accompany the visit of Israeli Foreign Minister, Mr. Eli Chen, to Tirana.

In addition, she firmly states that her

country is determined to help Albania in key fields like tourism, health, renewable energy, agriculture, innovation & startups and others where unexpected challenges crop up.

Full interview below:

Thank you, Your Excellency, Ambassador Galit Peleg for accepting our request for this interview with TRAILBLAZING MAGAZINE!

How does it feel to be the Israeli Ambassador to Albania?

Thank you for hosting me in your magazine. Being Ambassador of Israel to Albania is all I could ask for: on the professional level

I found Albania as a great friend of Israel. That fact allows me convenient access to counterparts in every level and every sector.

I meet members of your government,

mayors and other senior leaders almost on a daily basis. It opens the opportunity for a real cooperation in every field.

On the personal level, I feel very much welcome, Albanians are very kind and open people and I got the impression that they also like Israel very much. So, so far no complains...

What our country reminded you once you got to know that your next appointment was Albania?

To be honest, my knowledge about Albania was quite poor before I came here. I knew it’s in the Balkans, and I knew about your history of saving Jews during WWII, but not more than that. Since I came here almost 10 months ago, I discovered a beautiful country, with a vibrant city as

the capital, very warm people, great food. I am also very lucky to meet almost daily young people who are very enthusiastic to develop their country, to put Albania on the international map.

What is your focus when it comes to bilateral relations? How important is to these relations the promotion of the bilateral business opportunities, particularly focusing on small and medium enterprises (SMEs)?

To be realistic, with all the mutual emotions between Israelis and Albanians based on our positive historic narrative, I believe that strong economic and business connections are good basis for close and sustainable bilateral relations between our countries. Therefore, expanding the economic bilateral relations is no doubt one of our top goals as an embassy. We already had a mutual tech business conference in Tirana last March and next month, we are organizing another business forum with a business delegation that will accompany the visit of Israeli Foreign Minister, Mr. Eli Chen, to Tirana.

A side mission to that goal we are happy to contribute to strengthening Albania’s economy and development by sharing knowledge we gained in the field of SMEs and building startups.

For example, our embassy, together with the Albanian Women Chamber of Commerce, initiated a contest for women entrepreneurs. The winner will go to Israel to participate in a grand entrepreneurs event and will get mentorship from leading startupists in Israel. But on the way, all participants, whether they win or not, will gain mentorship and life lessons for their businesses.

and Israel is waiting to welcome Albanian tourists and vice versa. What can you say about this point please?

As I mentioned above, before coming to Tirana, I didn’t know too much about Albania. In the last 20 years, I visited the neighboring countries in the Balkans and never stopped admiring their beauty. Since I came here 10 months ago, I am overwhelmed with how much Albania can offer to its visitors: the coasts of course, but also the impressive mountains, the waterfalls and rivers, the history – far and close, the archeology, the food, the heritage, agro-tourism... not to mention the extreme summer and winter sports opportunities. You really have it all!

But the majority of the Israeli tourists don’t know about it. Israelis are always looking for close, exciting and relatively not too expensive destinations. They like good food, beautiful coasts and adventures. Albania is a perfect match! Now we both need to make it happen. In a conversation with the Minister of Tourism, we discussed some possibilities to expose Albania to the Israeli tourists. Right now, they are coming but the potential is much higher.

As for Israel as a destination for Albanian tourists, well besides having a very similar history as a fellow Mediterranean country, the holy places for the three monotaistic religions, together with the convenient weather Israel is definitely an attractive destination.

Another major aspect of bilateral relations will be driven by tourism on both sides,

In June, we welcomed Israeli airline - Israir which started direct flights between Tel Aviv and Tirana. A nice volume of passengersbusiness or tourism, can create a demand that will make these summer flights to continue all year around.

The Ambassador of Israel to Albania posing in front of The Clock Tower of Tirana, built in 1822 by Et’hem bey Mollaj.

Talking about Israeli investments, across a number of fields, do you see any joint project between Albanian and Israeli industries (such as health, renewable energy, agriculture education, technology/ innovation - all great topics for Albania) coming into fruition at some point?

For many years, Albania was held back while countries in Europe had the chance to develop. The main challenges Albania is facing are moving forwards and getting in line with the European Union standards in order to join it in the next 10 years or so. For these two reasons, Albania is developing very fast in many fields. This is exactly where it meets Israeli businesses that are looking to exceed the small local market.

Agriculture is a very good example: this sector is the largest component of Albania’s GDP. Israel, on the other hand, realized that it doesn’t have the land to remain in this sector so it combined the knowledge we gain in agriculture with advanced technologies. What Israel can contribute to Albania is modernized and efficient agriculture, improvement and planning of the product. Albania, in return, can supply the products.

Today in Albania there are several Israeli companies which are willing to invest great amount of money because they believe that with their help and their knowhow Albania can improve its agriculture significantly.

Same goes with water – Albania is rich with water resources but is quite challenged in water mobility. Israeli has developed excellent technologies of water treatment that can improve significantly not only the agriculture but also the lives of urban residents of Albania with maintaining the quality of the water to your kitchen tap.

I think that Israeli industries, especially the ones you mentioned, can be defined mainly by their ability to supply solutions to challenges big projects might tackle. The Israeli industries can solve many of those unexpected problems or give the right solutions. And I refer here to renewable energy and health and construction in addition to the obvious IT, cyber issues.

What makes Israel a world leader in healthcare? Can you highlight some key examples?

Israel has one of the highest life expectancies in the world, at 82.5 years, contributing for years to its ranking high in various health indexes.

One reason is a sustainable structure of the health system in Israel. Everyone must be insured by law and the health insurance agencies put a lot of efforts in preventing diseases, not just treating the patients while they are sick. These are also one of the main reasons Israel was the first country in world to be vaccinated during Covid-19 –thanks to that mechanism that enabled fast distribution of vaccines.

The other reason must be investments in R&D and advanced technologies. Add to that creative thinking that enable converting technologies from other fields into medical technology. One example is a company called “Given Imaging” (today it is Medtronic) that took the technology invented in military for cameras used on missiles and applied it to build the pillcam, a tiny camera which is used for medical procedure to record central images of the gastrointestinal tract for use in disease diagnosis.

In Israel, you can find the most advanced researches on fighting different types of cancers, but also creative devices to

assist people with disabilities using AI. Take “ORCAM” for example, the same inventors that created “Mobileye” which is a safety system installed today in most cars, now they developed special glasses that help blind people to read texts and identify objects by “translating” the sights to sounds.

The Albanian Jewish Museum will be built in Vlora, a project developed by AlbanianAmerican Development Foundation (AADF) in collaboration with Ministry of Culture, the Municipality of Vlora and the Albania Jewish community, which aims to build a contemporary institution of the 21st century that will tell a unique story of coexistence, trust and hope. In your view, how important will it be to preserve the history of both countries?

I see great importance in building this museum. I must say it was one of the first things I heard from PM Edi Rama when I just came here and I also heard him talking about it in meetings with the Israeli President and the Prime Minister. I must convey my gratitude to Mr. Rama for keeping this issue high in his priorities. Three weeks ago, I

visited the city of Vlora and I walked through the charming renovated streets. As I passed through the Jewish Street, reading the names of the families that lived there, I felt connected.

I mentioned that economic relations are important between our countries, but we must never neglect the emotional connection, not to mention the humanitarian aspect of this special connection. On one hand, it is important to remember that Jews were a part of this country (as in all over Europe) and they were a community that contributes to the life, to the economy and to the culture. We must not forget what happened to those who weren’t fortunate enough to be saved. On the other hand, we must always remember how in the darkest time of Europe, Albania was a crack in this darkness, if I may quote the late Leonard Cohen “ There is a crack in everything That’s how the light gets in”.

In my eyes, the museum should maintain the spirit of Jews and Albanians living together in the past and in the present. It should be a place where people can learn about the community that was there and doesn’t exist anymore, but also function as a meeting place with the content of culture and heritage. I’m pretty sure this museum will become an attraction for Israeli and Jewish tourists visiting Albania.

We, as embassy of Israel, will be happy to support and contribute to this beautiful and important project.

During a visit in the historical city of Kruja, best known as the hometown of national hero Skanderbeg.

ZAJMIRA QERAXHIU

By Rudina Hoxha & Jose Pinto

“The cooperation with many brands such as FENDI, Fabiana Filippi, La Matta, Max Mara, Pozzi, Ralph Lauren and many others, made me a famous character in my field from day to day until in 2001, I opened my boutique shop and my atelier “Zamira” in two cities Todi and Masciano in the heart of Umbria, Italy, and then I opened my boutique with the name of my brand “Retrò avantgarde” in Tirana, Albania”.

Zajmira Qeraxhiu, a successful businesswoman, Fashion Designer, Costume Designer, Fashion Image Consulting, Personal Shopper and Personal Stylist for many VIPs, said in her exclusive interview with TRAILBLAZING MAGAZINE.

Her business voyage is going fast and parallel to it, her projects. She is so much on demand to contribute in many business sectors and Zajmira is there to embrace all the duties and engagements. Acting as a

go-between, she is helping the businesses in Albania and Italy to be near each other.

Also, in this interview, she narrates how she achieved so much in all these years and what are the projects in the pipeline.

Full interview below:

Zajmira, you are a comprehensive figure in the sphere of business. Your success story took wings in Italy. For the curiosity of our readers, can you share with us how did you start this journey?

My stay in Italy for 24 years gave me the possibility and the space to develop styling and modelling to perfection and turn them into a pure trade by getting demands for collaboration from the high scale international brands up to Haute Couture.

Did you demonstrate such skills since at a young age and did you inherit this from any family member?

Always I have been very much in love with the beauty and with the wish to get dressed differently from the others. Since I was a kid, I designed and created each and every outfit for my dolls and for myself by copying the handmade outfits my mother used to do for me, for my sister and the brother until I managed to design clothes for many dear friends. I became aware of my business skills when people around me believed very much in my work and admired the

way I managed it. This made me challenge myself and fulfill my dream – opening my own boutique.

You have contributed in some different branches of business such as fashion, costume designs and others. How have you managed to be all-sided in your profession?

By staying up to date, completing European courses for professional certification such as “ Fashion Image Consulting” in Milan Fashion School with professors of Luxury Academy in Milan; taking part in masterclasses with tailors of Maeson Channel and Dior Haute Couture, contributing to catwalks, giving interviews, consulting and assistance as Fashion Image Curator and being the Personal Shopper and the Personal Stylist for many VIP figures in politics, cinema, media. As well as the many demands as a costume designer in some video clips, movies and theatrical performances keep completing my career and my business in my fashion sector.

During a photo-shooting in the studio.

During the WELLNESS project Italy-Albania Interreg-IPA CBC UCCIAL Fashion Shows, AltaRoma during Roma Fashion Week, Italy

With Silvia Venturini FENDI, President of AltaRoma During the Masterclass with Haute Couture Tailors of Maeson Dior

The invitations I have received as an Entrepreneur and Buyer from many important international fairs and events such as Milan Fashion Week, Paris Fashion Week, New York Fashion Week, Alta Roma, International Diamond Week in Tel Aviv, Israel, MIFUR, Mipel, Micam, Ningbo (China), LPS Shangai, Istanbul, (Turkey), Athens (Greece), Klik Expo Group, Tirana (Albania), TIFF (Tirana International Film Festival) and others have enabled me to be always updated about the last proposals of fashion and costume designs in 360 degrees.

“Retrò avantgarde” is your brand. How did you make it?

The creation of my brand has been one of my most beautiful challenges. I can say one of my dreams in the drawer.

Where did you get the inspiration to name your brand like that...

Everything started from Chanel. The elegance, the femininity, the style, revisited all’avanguardia.

“La moda passa, lo stile resta” - Chanel.

Every bit of my collection is style. They are timeless outfits.

Recently you were awarded with the title “Ambassador of the Arberesh Costume in the World.” What does this mean to you? This title gives me many responsibilities. About this significant moment, I have prepared some photos and a video for the readers of your Magazine - Trailblazing Magazine. Besides promoting this moment, I am thinking to include some details of the Arberesh Costume in my new collection of my brand “Retrò avantgarde”. I believe it will be a novelty which will stir many sentiments

Besides this interesting project, what are you into?

I am engaged into a very beautiful and significant project for the promotion of the history of my birthplace - Albania. I am engaged in styling, modeling and preparing 160 costumes of Roman epoch. This will make possible the realization of a catwalk by the students of some schools who will be dressed with these costumes of Roman epoch, prepared by me. To me, these two projects embody a big pride and a feeling of patriotism because they show the centurial connection of our two countries Albania and Italy whose citizenship I have.

During your career, you have cooperated with various agencies, companies and partners. Can you mention some of these successful cooperation and what has been the key to their success?

The cooperation with many brands such as FENDI, Fabiana Filippi, La Matta, Max Mara, Pozzi, Ralph Lauren and many others, made me a famous character in my field from day to day. Until in 2001 I opened my boutique shop and my atelier “Zamira” in two cities Todi and Masciano in the heart of Umbria, Italy, and then I opened my boutique with the name of my brand Retrò avantgarde in Tirana, Albania.

Soon enough, both boutiques were turned into a point of reference of a very elite clientele which aimed at mingling the style with the elegance in one outfit.

You have just taken the post of the President of Rotary club “Tirana International”. What does this engagement mean for you and what will be your objective?

Being President of Rotary Club “Tirana International” is a prestige and a great responsibility at the same time. Our main project of the year - “The Tree of Knowledge”, already consolidated through years, is completely in accordance with the slogan of Rotary Club International “Service Above Self.”

Through this project, we have gifted libraries to each classroom (over 40 classrooms) in elementary schools. Bringing the students close to books is a way of service to the community, to create a cultured generation in the best way possible. I am sure that our recently established District 2485 AlbaniaKosovo will bestow a lot of visionary projects, on the communities of both countries.

For three mandates, from 2015 to date, you keep holding the role of the Secretary General of the Chamber of Trade and Industry, Diber region, as well as you are the President for Albania of the Group of Women Entrepreneurs of Confimi Industria, Italia. How do you coordinate all these duties with your other engagements?

Entrusting me with these two institutional roles means that I have many responsibilities to deserve them. I coordinate and intermediate many enterprises in Albania and in Italy, for an effective cooperation between them and create businesses and new job vacancies.

What are the challenges for you for this year?

The opening of an excellence center “Made in Italy” in Tirana, Albania with a dignified representation of MODA & INTERIOR DESIGN. F3, Kaos Fashion, are actually my collaborators in this project.

What is your support which has never let you down?

THE READING, THE UPDATING, THE INNOVATION AND THE CARE IN ALL DETAILS HAVE ALWAYS BEEN THE KEY TO SUCCESS.

Posing with the antique Arberesh traditional costume. Zajmira QERAXHIU is Ambassador of the Arberesh Costume in the World.

With President and Vice-Presidents of Rotary Club Pescara, Italy and Rotary Club Tirana International

Daniel Lamarre: Cirque du Soleil, One-of-a-Kind Experience

By Rudina Hoxha & Jose Pinto

In January 2001, Daniel Lamarre took on the biggest role of his life by becoming president and CEO at Cirque du Soleil Entertainment Group. “It was an exciting, yet super daring and bold move for me at the time!,” he said in his exclusive interview with TRAILBLAZING MAGAZINE.

Cirque du Soleil is a Canadian Entertainment company and the largest contemporary circus producer in the world. Located in the inner-city area of SaintMichel, it was founded in Baie-Saint-Paul on 16 June 1984 by former street performers Guy Laliberté and Gilles Ste-Croix.

Fascinated with the entertainment world since a kid, Lamarre had a vision whom he fulfilled by leaving his hometown in 1972. “Grand-Mère, the small town in Quebec (Canada) where I grew up, however, offered little opportunity in that field. I knew early on that I would have to leave to make it,” he said.

The origin of its name goes back to a day when founder Guy Laliberté admired a sunset during a trip to Hawaii.

Furthermore, in this interview, Lamarre explains why the shows of Cirque du Soleil are unique and what they take to make them happen. He also reveals the long journey he had to cover until being at the head of the world famous cirque while admits that supporting the artists achieving their passion is so rewarding to him.

Full interview below:

Could you first introduce yourself to our readers?

For the last two decades, as President and Chief Executive Officer of Cirque du Soleil Entertainment Group, I was in charge of strategy

at both the business development and operations level. I also led the relaunch of Cirque du Soleil in 2021 and saw to the organization’s financial sustainability and the perpetuation of its culture and values.

Since December 2021, I have stepped down as President and CEO and I am now Executive Vice Chairman of the Board of Cirque du Soleil Entertainment Group, and I am now responsible for nurturing the delicate balance between the company’s global strategy across five continents, its financial growth and stability,

and the integrity of its culture and values.

I am also the author of “Balancing Acts: Unleashing the Power of Creativity in Your Life and Work”, which describes how others can unleash Cirque’s creative management techniques, even if they’re not in the business of clowns and acrobats.

Over the years, I would say that some of my greatest achievements include the execution of complex negotiations resulting in signed agreements with The Beatles and Michael Jackson’s estate.

How has your background, upbringing and education had an impact on your career?

Since childhood, I have always been fascinated with the entertainment world. Grand-Mère, the small town in Quebec (Canada) where I grew up, however, offered

little opportunity in that field. I knew early on that I would have to leave to make it. Montreal was the entertainment scene, the big city where it was possible to make it. I was successful academically, so I decided to leave my hometown in 1972 to study communications at the University of Ottawa, which ended up being the initial turning point in my life. I was able to perfect my English, because it was unusual to be bilingual where I grew up.

Looking back, I would say that growing up in a small community helped me develop a strong sense of self and solid values, that ended up being extremely essential to how I would transact business down the road.

How did your career track lead you to Cirque du Soleil?

Oddly enough, I was one of the first to

graduate with a degree from the University of Ottawa’s new faculty of communications. Within less than a year of graduating, I returned to Trois-Rivières to assume the position of Communications Director for the Fédération des Caisses Populaires du Centre du Québec. One year later, in 1977, I left to take on the role of Public Relations Director for Montreal-based telecommunications and media company, Cogeco Inc..

These early career moves set the pace for my rapid ascent up the corporate ladder and led to the second key turning point in my life. In 1981, I joined the world’s largest public relations firm at the time and became its president and CEO. I met Guy Laliberté, Cirque du Soleil’s founder, in 1986, when he became one of my clients.

Two years later, I accepted an offer to become president and CEO of Quebec’s

largest private television broadcaster, TVA Group Inc.

Because of my communications and public relations background, I was very excited about the idea of managing such an important company in Montreal. In January 2001, I took on the biggest role of my life by becoming president and CEO at Cirque du Soleil Entertainment Group, which was an exciting, yet super daring and bold move for me at the time!

Let’s talk about the most prestigious Cirque in the world - Cirque du Soleil. In the first place, why was it named so? The origin of its name goes back to a day when founder Guy Laliberté admired a sunset during a trip to Hawaii. He thought that the French term “Soleil’ (sun in English) symbolized youth, vitality and strength. He thought it was a fitting name

because “when the sun rose at Cirque du Soleil a new dawn dawned on the world of circus arts.”

What makes this Cirque so special and distinctive from the others and what are some curious facts about it? Tell us a bit about the circus culture and training as well. Unlike many traditional circuses, Cirque du Soleil has the distinction of not presenting animal acts, drawing instead on the tradition of human performance. The company’s unique costumes, set design, lighting, live music and make-up also set us apart.

Every Cirque du Soleil show is the work of our extremely talented creative teams. To present such a large-scale contemporary show in such a small, traditional setting, we have to push back the limits of what can be achieved under a big top or arena.

The artistic concept is based on circus and street theater techniques: colorful costumes, lighting effects and original music, combined with acrobatics and technological prowess. The result is a universe filled with mystery and poetry.

The creation of a show takes several months, even years, depending on the scale of the project. For each project, a creative team is appointed to develop the show’s artistic concept, story and aesthetic. All the teams then work hand in hand to bring the project to life: director, acrobatic choreographer, costumes, make-up, artists... It really takes a village to make it happen!

What are some elements you hope audiences learn or notice about the show? Our extraordinary shows, far from the clichés of the classic circus, delight audiences of all ages and that’s what

Daniel Lamarre with James Cameroon

Daniel Lamarre with The Beatles

makes it so special. A Cirque du Soleil show is all about acrobatics, sound and light effects, costumes, storytelling and visuals, that leave no one indifferent.

To this day, Cirque du Soleil still offers a one-of-a-kind experience. From the very

beginning, our creators had the good sense not to include any spoken language in the shows, enabling the company to gain universal recognition. Over the years, we have developed a unique global network of partners and sponsors who have contributed to making Cirque du Soleil the

internationally recognized brand it is today. What’s amazing is that it was created from scratch by Quebecers.

As the President and CEO of Cirque du Soleil for more than 22 years, what can you say about this experience? If you didn’t

have your current job, what would you probably be doing?

I would say that my time as CEO enabled me to gain rich experiences which allowed me to develop business worldwide. I enjoyed the challenge of traveling the world and building this amazing global brand. It was a very unique opportunity to have the chance to work with such amazing creators such as James Cameron and The Beatles, and artists coming from all around the world.

However, despite all of the successes of the last two decades, I would say that in my 22 years at Cirque du Soleil saving the company is probably the most rewarding experience I’ve been through.

If I would not have my current job, I hope I would be involved somewhere in the entertainment business, I find it so rewarding of supporting artists achieving their passion.

What will this year bring for the Cirque du Soleil shows?

So far in 2023, we have launched our newest touring show this last spring, ECHO which tells the story of a woman named Future, who along with a cast of engaging characters, learns how our actions can have the power to shape the world around us.

We also broke the news last April that we have teamed up with Outrigger Waikiki Beachcomber Hotel to bring Honolulu residents and visitors a bespoke new multi-year resident show, exclusive to Hawaii, starting in late 2024.

I could go on for a long time, but as you can imagine, we have several projects in the pipeline, but you’ll have to stay tuned in the next few months to learn more about it!

Hospitality Edition

Eight years ago, I made a brave choice that forever changed me - I left Podgorica on July 19th and set off on a thrilling journey in Herceg Novi that continues. Since my first day at Portonovi on July 20th, I’ve experienced incredible moments of growth.

Portonovi prides itself on being a luxurious but tranquil escape for those who appreciate the beautiful nature of Boka Bay, premium-quality properties, worldclass interiors, and a fusion of extraordinary restaurants, bars, and high fashion offers.

PROUD OF BEING PART OF SOMETHING TRULY SPECTACULAR

By Rudina Hoxha

In this issue of TRAILBLAZING MAGAZINE we chat with Adrijana Husic, Marketing and Communications Director at Portonovi.

With a diverse and impressive career spanning over two decades, she has built a reputation as a leader in Communications and CSR. Starting as a volunteer in a local NGO, she quickly rose through the ranks to take on prominent roles and is certified in professional marketing by CIM | The Chartered Institute of Marketing.

Full interview below:

Please tell our readers more about yourself and what you do.

With a rich and diverse career that began in a local NGO and has propelled me to prominent positions, summarizing my journey in a few sentences is no small task. From my time at Telenor to my current role as the Director of Marketing and Communications at Portonovi, I have consistently excelled in corporate communications and CSR management. My unwavering passion for CSR has driven me to make a significant impact through projects that prioritize youth education and support the local community. Equipped with a Social Policy and Social Work degree, I bring knowledge and experience to my work with my team.

While my primary focus lies in the corporate world, I have also established my communication company, Communication Studio Cassiopeia. Through this venture, we have created innovative and educational Montenegrin Colouring Books, which have captivated readers of all ages.

As a proud Montenegrin, I have a special place in my heart for Istanbul. It serves as my home away from home, and as a passionate traveler, I can’t help but feel a deep connection to this incredible city.

How did you land your job as Director of MarComm? How did your previous job positions prepare you for your current job?

hard work, and sheer determination. My corporate communication and CSR background and experience with different stakeholders taught me how to craft compelling narratives and effectively communicate with diverse audiences.

As my involvement with the Portonovi brand deepened, I took on more leadership roles, working closely with Sales and Marketing Directors and assisting with various marketing tasks. This hands-on experience complemented the theoretical knowledge gained from my previous role at Telenor, a renowned telecommunications company.

I recently obtained a Certificate in Professional Marketing from CIM | The Chartered Institute of Marketing to further enhance my skills. This rewarding journey allowed me to challenge myself and immerse myself in academia again. Achieving this certification with distinction is a testament to my dedication and ambition.

PR/ Communication are really broad. How did Portonovi inspired you to focus your interest on it?

As a passionate PR and communication professional, I have always been fascinated by the power of effective communication in shaping brand perception, driving engagement, and delivering impactful results. When I first walked through the gates of Portonovi eight years ago, I knew that this was a place where I could channel my love for PR and communication and achieve something truly remarkable for my country and for myself.

Eight years ago, I made a brave choice that forever changed me - I left Podgorica on July 19th and set off on a thrilling journey

in Herceg Novi that continues. Since my first day at Portonovi on July 20th, I’ve experienced incredible moments of growth. In 2015, we embarked on a significant journey, building something extraordinary from the ground up. As a proud Montenegrin, I couldn’t be prouder to witness our soft opening in 2019 and our incredible accomplishments as a team. We faced challenges, learned from our mistakes, and evolved. In 2021, I celebrated even greater success in my career and continued pushing myself while developing a new team. In 2022, we set some new records and raised the bar.

These past eight years have been filled with endless opportunities for new beginnings and transformation. Not only have we transformed personally and as a team, but we have also positively impacted the local community, turning Portonovi into a realized dream.

And the best is yet to come. There is no better motivation than this.

How does it feel working for Portonovi and its real estate development?

With projects like Portonovi that changed

the setting and local community, you can’t help but feel a sense of pride knowing that you’re a part of something truly spectacular.

People may think first of luxury and the glamour that makes working for Portonovi so fulfilling. For locals who have grown up amidst mountains and the sea, the real fulfilment lies in knowing that we are driving the local economy and generating employment opportunities for our community. It is a game-changer for individuals but the country as well.

How have you managed to make Portonovi destination stand out from year to year?

Despite the challenges posed by the COVID-19 pandemic and global economic fluctuations, we at Portonovi have implemented a number of innovative strategies to ensure that our luxury destination remains at the forefront of Montenegro’s tourism market.

One key approach has been our continuous investment in the resort’s infrastructure and amenities. Since its soft opening in 2019, we have continued to develop, refine and expand Portonovi, adding even more opulent features and exceptional services to enhance guests’ experience and surpass their expectations. These include an exceptional range of restaurants and bars, high-end retail outlets, a world-class marina, and stateof-the-art wellness facilities, all of which have helped to position Portonovi as one of Europe’s most luxurious and soughtafter destinations.

Our brand message emphasizes the unique blend of natural beauty, rich cultural heritage, and underestimated luxury that only Portonovi can offer.

More of a recipe than a secretPortonovi provides the perfect balance between peace and leisure, offering a unique experience that will leave an indelible mark in your memory. This is evidenced by the increasing number of guests who choose Portonovi and to whom they return. For those looking for peace, Portonovi is full of beautiful corners where they can escape from everyday stress and the sounds of the sea and birds. On the other hand, if you are still looking for fun and unforgettable experiences, the diverse program combined with great restaurants is the reason to mark Portonovi as your address this summer.

We have also established several strategic partnerships with leading luxury brands, attracting even more high-end clientele and enhancing the prestige of our resort. The ones that stand out are One&Only Resorts and Chenot Espace.

Together with our tenants, we strive to fulfill the wishes and expectations of guests and apartment buyers who spend more and more time precisely in Portonovi.

Can you give us more insights into your offering? What should the potential clients know about your company?

Portonovi prides itself on being a luxurious but tranquil escape for those who appreciate the beautiful nature of Boka Bay, premium-quality properties, worldclass interiors, and a fusion of extraordinary restaurants, bars, and high fashion offers. Our location, at the very entrance of

Boka Bay, provides the luxury of waking up to unforgettable sunrises behind hills and evenly majestic sunsets, which are unique on the Montenegrin coast. Away from the hustle and everyday crowd, we are a cosy village by the sea, which attracts our investors and visitors. There are many luxurious resorts in the world and Montenegro as well. Still, Portonovi has that unique combination of great geographical position, wonderful nature, exceptional properties, outstanding interiors, international cuisine, and an exceptional lifestyle.

Portonovi is much more than simply a luxury resort. This is a living village, a thriving community, and a place where like-minded people gather to enjoy a life rich in adventure and experience the melting pot of cultures. Because it perfectly balances a relaxed coastal way of life and uncompromising luxury, it continuously captures the attention of international jet setters, charmed by the Mediterranean-style homes and enchanting natural beauty.

Portonovi comprises wide waterfront promenades, narrow streets, and concealed piazzas between stone, Mediterranean-style buildings. Spread out across 26 hectares, along 1.8km of coastline, the resort is comprised of 218 luxurious residences for sale (of which 105 can be rented), including 10 One&Only Private Homes - the first-ever branded residences in Montenegro - the world-class Portonovi Marina, and a destination hotel from One&Only.

Our services and offerings are continuously evolving to meet customer needs better so that we can provide them with an incomparable experience when traveling abroad.

Who is Adrijana beyond her role as top PR / communication expert? How do you spend your free time?

Ah, spare time. Such a precious commodity. When do find myself with some moments to myself, there are three things I tend to gravitate towards - reading, traveling, and relaxing.

Sometimes, doing nothing is the most productive thing you can do. Whether it be a Netflix binge, a nap, or just some quality coffee, taking time for yourself and recharging is so important in our busy lives.

Speaking of recharging, I do not consider myself a fitness enthusiast, but good yoga session and

boxing is always something that helps keep my body as happy as good food and a nice glass of wine. Give me a delicious meal and a glass of red wine, and I am one happy camper!

And to answer who Adrijana is beyond her professional role… I strive to live a well-rounded, authentic life in and out of the office. I believe that everything we do leaves a certain mark and that through every day and what we do, we change - both ourselves and everything around us. Sometimes it is less, sometimes more, but it is equally significant. That’s why the authenticity of what we live and do is important - and I believe the key to success.

I consider respect one of the most important things in life. We must respect ourselves to respect others, which is a prerequisite for others to respect us. And when we do something out of respect, with authenticity, we cannot go wrong. People feel it, and there needs to be more room for challenges and misunderstandings.

Interview with Dilek Sezer, Senior Development Director - Accor Premium, Midscale & Economy Brands - South Eastern Europe, for TRAILBLAZING Magazine

LinkedIn: ro.linkedin.com/in/dileksezer

Today Accor is a truly inspirational brand which is growing in leaps and bounds. In the first quarter of 2023, Accor opened 36 hotels, for around 4,400 rooms, and has thus achieved net network growth of 2.9% in the last 12 months.

DILEK SEZER:

How would you describe Accor right now in four words?

To be honest, it is a challenge to narrow the description to four words only. I would say: ambitious, dynamic and expansive market leader. Our network globally, but especially in Eastern and South-Eastern Europe, grows at a very dynamic and ambitious pace. We introduce new projects, and new quality to already existing markets, but also enter brand new ones, where we inspire the boost of local hospitality and tourism industry with our unrivalled offering.

Accor is making significant progress in Central Europe and the Balkans thanks to its partnerships and expansion plans. Many projects are in the pipeline such as the modernization of the ibis Bratislava Centrum in Slovakia, the signing of the first Pullman in Montenegro or Mercure Prishtina due to a partnership between Accor and Minimax Group. What does that mean for the brand?

From a global perspective, the market is experiencing a dynamic and ambitious rebound today. Looking at the dynamics of not only the rebound but also the development of the industry, we can confidently say that the market will not slow

We spoke to Dilek Sezer, Senior Development Director - Accor Premium, Midscale & Economy Brands - South Eastern Europe, to find out exactly what makes this brand so ambitious, dynamic and expansive market leader.

Very Excited to Open our First Mercure Hotel in TIRANA

Mövenpick Hotel Lalez Durres

Hub Krakow

down in the coming years. This conclusion comes not only from Accor’s ambitious pipeline around the world or in the EasternEuropean region. In the case of Central and Eastern Europe, i.e. 16 countries, it is a region that is developing at a dizzying pace. Over the next two years, we have more than 40 openings planned for today, and we are constantly signing new contracts and developing our portfolio.

We also continuously implementing projects signed a few years ago. For example, we are soon to open our first Mercure hotel in Tirana which we are very excited – can’t wait to have a coffee at the roof top bar while enjoying the views of Tirana.

Back to your question, we observe a lot of interest in joining the network from new partners as well, also in Poland, which indicates that investors are convinced that the market will return to its tracks. Not surprisingly, the results of many hotels this year or last year exceeded the 2019 levels. In the first quarter of 2023, Accor opened 36 hotels, for around 4,400 rooms, and has thus achieved net network growth of 2.9% in the last 12 months. Thus, you can see by the numbers that the development of our brands is expanding and growing rapidly in our key markets.

What prompted the international expansion to CEE and the Balkans?

As a world-leading hospitality group consisting of more than 5 400 properties across the globe, we have one of the most diverse and fully-integrated hospitality ecosystems encompassing luxury, premium, midscale and economy hotel brands, entertainment and nightlife venues, restaurants, and bars, and many more. That comes with Accor’s unmatched position in lifestyle hospitality. We can see a very strong interest in joining our network which comes with a huge variety of advantages to our partners. Furthermore, our rich portfolio of various brands meets the needs of modern travellers which helps us to boost the tourism industry in many markets we do operate

or decide to expand. We have seen a big interest in new markets, especially in the Balkan region, in countries like Croatia, Serbia, Bulgaria, Romania or Montenegro and Albania, where our hotels act as milestones for local industry. That is why we are confident in our input on local development because the whole Balkan region has tremendous touristic potential, especially for premium

brands. It still remains the hidden touristic gem of Europe with many outstanding surroundings and destinations we want people from the whole world to discover, especially that in some of the markets we are the first international and global hospitality chain opening its properties.

What are the major challenges while building the way forward?

The last two years of unprecedented changes within the whole global industry shaped the whole hospitality and tourism sector without a doubt, speeding up the process of change we saw coming in the future. Right now, we can definitely tell that despite many brands, many actors, and participants within the industry sectors, we try to stay united and support each other for example to face the challenges and create positive change for the whole society. We are happy to see that people long for travelling and they want to travel, meet new people, discover new places, and gather unforgettable experiences. Hospitality is, has always been, and will always be about the people. That is why every day of work in this field brings amazing satisfaction.

We, as a hospitality market leader, want to be at the forefront of inspiring and leading positive change not only for our industry but global business as a whole – for example in terms of facing climate change and presenting solutions that can be implemented to protect our planet. So I like to believe that modern hospitality is also about innovative solutions that support positive change in the world.

We want to know what makes Accor hotels different from others, why they have the best services and what makes visitors choose these hotels to spend their dream holidays Without a shadow of a doubt, I can say that

Destination - Bratislava, Slovakia

ibis Bratislava Centrum - rights Abaca Press/Sandor Benko

Hub Krakow

The Crown Krakow HWC

The Crown Krakow HWC

Accor is one of the true industry leaders across the globe with a #1 position in the economy and midscale brands and a #2 position in luxury and lifestyle brands worldwide.

We offer the most diversified, and unrivalled portfolio of hotel brands across all segments in the world allowing the company to stand out in a very crowded market. Accor leverages the strengths

and distinctiveness of each to deliver unique experiences to its guests and enhance value creation for its partners. Our last year’s development performance resulted in more openings and signings than any global competitor across its historical top markets. The development was particularly strong in Europe, with one of the most extensive pipelines and development. We are constantly developing and strengthening our portfolio, and partnerships, acquiring new hotels and carrying out rebranding. We also introduce new lifestyle concepts and solutions that are becoming more and more popular.

The investors start to embrace international brands which will allow the region to get more visibility in new distribution channels and allow them to move for sure to have a valuable type of international tourism. We are proud that so many investors have chosen to develop their vision together with us. We are enthusiastic to contribute to the growth of this promising market with the delivery of new hotels to come in the future.

More than 40% of Accor’s worldwide development projects involve the refurbishment of existing buildings, underpinning the company’s environmental, social, and governance (ESG) commitments. This nicely complements the Group’s development activity on new build projects.

Accor has cemented its position as a leader in the global luxury hotel market. The Group is known for its award-winning F&B venues, innovative concepts such as the Orient Express trains, transformative wellness initiatives, and customized experiences that open minds, expand knowledge, and shift perspectives.

Which other destinations are you identifying as having the most potential for Accor developments? And which brands will you be concentrating on developing in the next few years?

We are pleased with the wide variety of

growing network of diverse partners and many successful agreements in Central and Eastern Europe where we enter countries where there were no chain hotels before. The focus is to further enhance the network with resort destinations and premium hotels that we see big potential in.

More than 70 percent of Accor’s development volume is derived from these important power brands, particularly those in the economy and midscale sectors. Franchising is Accor’s development model of choice across the economy and midscale segments, although the company does manage properties in key gateway locations with a high density of travellers.

As a global market leader with one of the richest and most diversified brand portfolios, we guarantee our partners unlimited development opportunities. This approach is the result of our belief in creating such operational models that will address all the

Mercure Prishtina City - Kosovo (render) - rights Maden Group LLD

Movenpick Resort & Spa Fruske Terme

Mercure Prishtina City - Kosovo (render) - rights Maden Group LLD

needs of not only the franchisee, guests, and community, but also the location itself.

Our extensive portfolio of brands meets the needs of franchisees. Its advantage is the diversity tailored to the specificity of a given location, demand, or partner’s preferences. Thanks to such an offer and experience, together with our partners, we develop a model and project that has the greatest potential in a given destination and is tailored to the expectations of visitors or local communities. By choosing a brand, we guarantee a specific standard, which does not only apply to the decor or class of the hotel, but to the value package that goes with it. These are specific experiences, impressions, and additional opportunities.

Among franchisees, especially in Central and Eastern Europe, 4 brands stand out, most often chosen: Mercure (known, recognized, and liked, one of the first brands, many investors are interested in), ibis Styles (creative, well-established operationally), Mövenpick – which is ideally positioned as a premium brand poised for high volume

expansion across many geographies and especially popular in the Balkan region.

And of course our exciting new addition Handwritten Collection, a fast-growing portfolio of charming bespoke hotels that offer an intimate and stylish hospitality experience.

What strategic direction do you see Accor’s developments going in over the next few years? What is the condition of the industry today, after the pandemic years?

At Accor, we operate based on something we call a culture of innovation that is one of the main pillars of our business philosophy. We support innovation through various initiatives and projects to benefit all of the ecosystems we are a part of.

Seeking opportunities not only to strengthen our presence in the markets we already operate, but to expand our portfolio of brands in new markets, and local destinations is a part of our approach. That is why we

often introduce projects and investments in destinations where no international brands were present before. The aim here is to help travellers from all over the world discover the hidden touristic gems, that for example, Eastern Europe is full of starting with Albania (may be not so hidden gem anymore though…), and to provide them with the top global level of the guest experience. Secondly, we aim to support local markets in boosting the tourism and hospitality industry in the long run, leading the development of destinations with the biggest potential.

Great examples of that are, for example, our first hotel in Albania, Mövenpick Hotel Lalëz Durrës, the very first Mövenpick hotel in Serbia, Mövenpick Resort and Spa Fruske Terme which opened on the edge of the country’s oldest national park, the very first ibis Styles in the Slovenian capital or another Mövenpick hotel, Mövenpick Celadna Hotel & Apartments coming to the Czech Republic mountain area – place beloved by the locals, but yet to be discovered by international tourists.

New to the Accor portfolio is Handwritten Collection. The signboard is to count over 250 hotels by 2030. The first property in the Eastern European collection opened in June, in Tallinn, Estonia, followed by the highly anticipated opening of the first hotel of the collection in Poland. The brand is constantly looking for new destinations that fit well into the network. Thanks to the character of the brand,

focused on an individual and personal touch in approach to hospitality, we believe it will be a success.

Considering further plans, we are working on new hotels in capitals, secondary destinations and resort locations, we can see also, as said before, an increasing interest in individual hotels and hoteliers joining our network.

I can’t finish answering this question without referring to Albania and our development here. Albania, small yet a stunning country not yet discovered by many, is a hidden gem, maybe not so hidden anymore. I’ve truly fallen in love with Albania from my first visit; unspoiled coastline, amazing cultural heritage, most diverse and beautiful mountains, many virgin territories, most delicious food and not to forget the genuine hospitality of the people. As mentioned before, we have a Mercure hotel opening in the coming months in Tirana with Pullman Drymades Beach, Novotel Tirana, MGallery Green Coast Palase Beach and some others in coming years, so watch this space, all of them are medium to exclusive boutique properties which will provide a unique experience and most importantly, will focus on sustainability. In return, it will bring niche, high-end visitors.

Mercure Pristina

View from one of the spectacular beaches of Albania.

Dejan Perić

Hyatt Regency

Kotor Bay Resort

– Second to None

Dejan Perić, the General Manager of Hyatt Regency

Kotor Bay Resort in Montenegro shares with

TRAILBLAZING

MAGAZINE why this hotel is the new irresistible magnet for all the tourists.

Hyatt Regency Kotor Bay Resort opened its doors on June 7th, representing Hyatt Hotels’ first foray into Montenegro, one of Europe’s fastest growing travel regions. Krolbay, owner of Blue Kotor Bay Premium Spa Resort hotel, signed a cooperation agreement in August 2022 with US-based Hyatt Hotels Corporation to operate the hotel under the Hyatt Regency brand starting June 2023

The hotel features 205 rooms, 21 premium apartments and 26 deluxe apartments.

Please tell our readers the direction and forte of Hyatt Regency Kotor Bay Resort and what it provides to be ahead of its competitors.

Montenegro has, in recent years, witnessed an expansion in its luxury offerings to both business travelers and tourists. Moreover, the increase in tourism offers, underpinned

Text by Rudina Hoxha

Photos by Hyatt Regency Kotor Bay Resort

by the unified efforts of the state and the private sector to position our amazing coast and destination in its entirety, has provided ample space for all to concentrate on their fortes and distinct and exclusive strengths.

Healthy competition is an advantage and incentive, and most importantly gives way to innovation and creativity. It is often said that travelers shape the trends, but we firmly believe that it is our constant drive, and hospitality stakeholders in general, to go a step further to innovate and create new experiences, the driving factor of what influences the travelers’ wishes and expectations. We believe that Hyatt Regency Kotor Bay Resort has no direct competitors, in the sense that the distinct brand and what it brings and is known for, the magical position of the resort, gastronomic offer and our wellness and well-being segment, to name a few, differentiate and distinguish us.

How would you describe your primary focus, and how do you plan to fulfill it?

Our primary focus is an unforgettable experience for all our guests, whether they visit us for a relaxing vacation, weekend away, conference, team-building event, dinner, or for rejuvenation. Fulfilling this might seem challenging given the varying dynamics involved, but our professional team and the all-encompassing guest journey is an equation for success. With extensive training, development, team spirit, dedication, love and ability to listen to the guests and their feedback, we will deliver and fulfill dreams.

How would you describe the customer experience at your hotel? What are the key factors to delight and keep customers coming back?

First impressions, both pre-arrival and upon arrival, are always important, and brand loyalty surely fortifies this. However, there is something that we make sure we are

always there for, and that is the individual approach and a “home away from home” trait. It might be said that big brands or large luxury resorts cannot provide this, but it is very much possible with that extra step in design, comfort, approach and the elevated human factor. Even though we are fully in line with technological hospitality trends which might detach the guest from the host at first glance, we found a way to not only co-exist but for these spheres to supplement each other. Communication between our teams, interaction and listening are required for the creation of special experiences, and we know that our learning and understanding of guests’ views and needs is a finishing touch that results in loyalty and repeat visits to Kotor Bay and Hyatt Regency!

How does Hyatt Regency Kotor

Bay Resort present luxury and

Luxury and refinement make up what Hyatt Regency is, and our resort was a perfect fit with all its aesthetics and facilities, supported by Kotor Bay and its cultural, historical and natural beauty. In travel, luxury and refinement mean uniqueness. It is a lifestyle flair that exceeds details, from a yoga space to a local supplier that will use our mooring for guests’ yachts to bring in the freshest fish caught that morning, with our chef awaiting the catch impatiently so he can dream up that day’s special. It is the morning views of the bay and the funky DJ spinning hits at our Ole Beach Bar, where the cocktail master will make sure to refresh your taste buds with a cocktail made just for you. Luxury is in our decadent dishes whose taste is improved by the herbal hints in the breezes coming down from the Vrmac mountain, in the refined experience at the Piano Bar, in the serene moments in our spa’s hammam, over to well-kept memories in private hot tubs or swim-up pools. The list is endless. Our guests are there to experience, relish and delight in these moments.

The hotel caters to various categories of clientele. How do you keep this position despite the strong competition?

Each of the luxury hotels in Montenegro, even the Adriatic, has more or less its own signature. We believe ours is all the more persuasive and ideal with the position of the resort and the proximity to the experiences and adventures beyond the property, regardless of whether we are talking about Montenegro or the region as a whole.

What can you tell us about the hotel’s gastronomic offerings?

With Mediterranean luxury resorts, it is truly impossible to imagine not having a Mediterranean restaurant. At our a la carte restaurant, The Lighthouse, Mediterranean cuisine is enhanced with a fresh selection of local ingredients and herbs, and a seasonal menu that not only incorporates the tastes and influences of our heritage but also represents what the travelers brought with them and introduced to our modern cuisine.

Our gourmet restaurant one might say is the norm, but themed nights promise surprises for taste buds, and we excitedly promote Montenegrin cuisine as well with food corners, while the Hedonist Rooftop is a surprise in the making for all who wish to taste or are already aficionados of Balkan cuisine with a twist. And this is only the beginning. There are Latin dishes too at Ole Beach Bar, and the gastro segment overall is one of the aspects of differentiation for our resort. The easiest answer to this question is to invite your readers to experience it for themselves.

What does Kotor offer to Hyatt Regency Kotor Bay Resort to complement its position in the market?

Kotor is a charming fortress town and the center of the Natural and CulturoHistorical Region of Kotor, a UNESCO World Heritage Site with fascinating history, a unique culture formed from centuries of trade and seafaring with remarkable architecture and a hospitable flair that has crowned it for centuries.

Kotor thoroughly complements all that is unique, luxurious and outstanding, and our devotion and love for the location is mirrored in all that we do. It truly inspires us daily.

As for the visitors, I am in awe sometimes of the feedback from guests who visit Kotor Bay and Kotor for the first time, almost jealous of their impressions and excitement. Every step our guests take in Boka Kotorska is an Instagram moment on its own, but even more importantly, these are moments filled with memories that last for our guests, as tastes, smells, views and feelings cannot be recorded or noted, only experienced.

A1. What stands behind the design of the resort?

The lighthouse, the olive tree, the pebble beach, the winter snow on mountaintops and fish playing with waves are some of the scenes reflected. The nature that surrounds us inspired our interior and even exterior. The resort itself was fitted and built around the natural curves of St Marco’s Cape, and the interior had to follow. From soft eco lighting and preserved natural surroundings due to our passion and efforts for sustainability, to curated art with the promotion of local artists, and carefully selected comfortable bedding to promote our guests’ dreams, we always and, throughout the resort, highlight our surroundings.

A2. What inspired the wellness segment of the resort?

Health & Wellbeing Retreat De’Mar – Vrmac is inspired by the towering mountain that protects our resort and the bay itself, known for its nurturing natural powers for centuries. We incorporated modern technology and expertise into a natural oasis in order to create a unique place with personalized medical and wellness offers. The existing programs are designed to rejuvenate, invigorate, improve and enhance physical, mental and spiritual well-being.

“Our Pipeline currently holds 63 hotels and 14.448 rooms in 21 different countries. It aims to consolidate our strategic position in countries such as Spain, Italy, Greece, Portugal, Albania, UK, Germany, Dominican Republic, Latam, Cuba, Mexico, Thailand and Vietnam. Additionally, we are thrilled to introduce our portfolio of brands in new markets such as Malta, Saudi Arabia, Montenegro and the Seychelles.”

Being one of the leaders in the leisure and bleisure segments we are very proud of our developments in the last years. Most of our signatures have been in the primary holiday and bleisure destinations around the world. We refer to these destinations as the “leisure axis,” which includes the Mediterranean, the Caribbean, and South-East Asia.

MARÍA ZARRALUQUI:

Meliá Durrës - Set to be an Icon for the Albanian Tourism

Our company origins give us a deeply rooted family culture and values that set the tone for our behavior in all our locations.

By Rudina Hoxha & Jose Pinto

“We are extremely excited for the opening of Meliá Durrës. We believe that it is set to be an icon for the Albanian tourism due to its unique facilities and the first-class experience that offers,” says an upbeat Maria Zarraluqui, Global Development Vice President at Meliá Hotels International.

Soon after the inauguration of Meliá Durrës, TRAILBLAZING MAGAZINE interviewed Mrs. Maria Zarraluqui who discussed about Meliá’s overall expansion, its strategies to be mostly presented in Albanian and global audiences, important agreements reached by the brands over the recent years as well as Meliá’s particular pipeline targets.

Meliá Hotels International is a company with more than 65 years of history in hospitality and leisure that has never stopped growing and innovating. Today, with more than 400 hotels in 43 countries, Meliá continues being one of the leading hotel companies in the world and a benchmark for Mediterranean hospitality.

“Having signed our first hotel in Albania in 2017, we are now very proud to have a portfolio of 8 hotels in the country (in operation and pipeline) having become the main international operator in the country, with many more opportunities to come in the near future,” she said.

Full interview below:

Meliá in Albania! A great achievement for Albanian tourism. What was the main motivation for this decision and how has it impacted the overall expansion of your brand? Please tell our readers a little about the Meliá brand and what makes it so special.

We are extremely excited for the opening of Meliá Durrës. We believe that it is set to be an icon for the Albanian tourism due to its unique facilities and the first-class experience that offers.

The main motivation for Meliá Hotels International is being part of a destination with great potential and in which we hope to continue growing and contributing to the development of tourism in the country with our know-how and experience, as we have done in other destinations where we have been pioneers in hotel development.

Meliá Hotels International is a company with more than 65 years of history in hospitality

and leisure that has never stopped growing and innovating. Today, with more than 400 hotels in 43 countries, we continue being one of the leading hotel companies in the world and a benchmark for Mediterranean hospitality.

Our company origins give us a deeply rooted family culture and values that set the tone for our behavior in all our locations.

Meliá Hotels International is unique in having an origin in leisure and the ideal size to combine exceptional hospitality with management that is efficient and close to its stakeholders.

We are committed to offering the most comprehensive quality services to make our partners’ investments profitable and safeguard their assets, operating with professionalism, seriousness and the confidence of a major brand, with international prestige.

Finally, the fact that we are hoteliers at heart, means that hospitality is not just a business for us, it’s our passion. And that passion is what drives us to respond to the global challenges faced by our planet, viewing sustainability as a fundamental means by which we can create a positive legacy for our planet and for society. Thanks to this long- term commitment we have been awarded as the Most Sustainable Hotel Company in the world according to the Standard & Poor’s Global Corporate Sustainability Assessment (CSA) 2022.

How can you describe the major developments in Meliá over the recent years when it comes to brand expansion?

Being one of the leaders in the leisure and bleisure segments we are very proud of our developments in the last years. Most of our signatures have been in the primary holiday and bleisure destinations around the world. We refer to these destinations as the “leisure axis,” which includes the Mediterranean, the

Caribbean, and South-East Asia. If I had to stand out some important agreement in the recent years, I would mention the following 3:

Agreement with Vinpearl in Vietnam, thanks to which we started to operate 15 hotels and 4512 rooms with the most important conglomerate in the country and became one of the main international operators in Vietnam.

The conversion of one of our hotels in Spain into our first Net Zero hotel on the Island of Menorca, the Villa le Blanc, a Gran Meliá Hotel, a spectacular hotel with a unique location and a wonderful design, and above all, a sustainable hotel that will become an example for new hotels to come.

The introduction in the Albanian market. Having signed our first hotel in 2017, we are now very proud to have a portfolio of 8 hotels in the country (in operation and pipeline) having become the main international operator in the country, with many more opportunities to come in the near future.

What are the strategies that have worked best to introduce Meliá into the Albanian & global audiences?

Over the last years the company has had a clear focus on an asset-light strategy, which will be maintained in the future. Both Management and Franchise agreements will represent more than 90% of the

signatures of the company in the upcoming years.

We have clearly followed this strategy when entering in the Albanian market. Initially we were more focused on Management agreements, but we also realized that there were great opportunities in Franchising, adding value thanks to our global distribution and agreements with international tour operators.

Our international presence, as of today in 43 countries, dictates the level of flexibility we are willing to assume in some markets, trying to find the best operating structures to drive the best results to each particular hotel on a win- win approach.

With so much competition in the industry, how does Meliá stand out?

We have a clear strategy on the areas we want to grow in. We have a vast experience managing leisure and bleisure hotels and we have been strengthening our

operational proposal around the pillars of digitalization and sustainability.

We have become a benchmark in sustainability (being named the world’s most sustainable Hotel Company in 2022 in the S&P Global Corporate Sustainability Assessment CSA). We believe that the growth of our company, and of our sector in general, must be done in a sustainable way, not only economically, but also socially and environmentally, that is, generating the maximum positive impact on the destination (creation of quality employment, support for training and professionalization of the sector, redistribution of wealth in the destination, reduction of our carbon footprint through exploitation models that are more respectful of the environment and with more efficient management of resources, etc.).

On the other hand, we have seen that the post-Covid environment has given a competitive advantage to companies

Mr. Gabriel Escarrer CEO, Meliá Hotels International speaking at the inauguration ceremony of Meliá Durres. May 2023 Albanian Prime Minister, Mr. Edi Rama participated in the inauguration ceremony of Meliá Durres. May 2023

that have known how to transform digitally, relying on technology to improve operational efficiency and adapting to increasingly digital consumption models of customers. At Meliá, we have been intensifying our digitalisation strategy to be more competitive, as reflected in our distribution and marketing capacity -with renewed direct channels for both B2C and B2B clients, which already channel close to 50% of our sales- and also in the transformation of our front and back office processes (to be more efficient), as well as in the client’s own experience, introducing the “digital stay”, which seeks to provide our clients with autonomy and flexibility to manage their stay (as check in and check out, reservation of services, etc.)

What is Meliá’s current pipeline and how has this figure progressed recently? What are Meliá’s particular pipeline targets?

Our Pipeline currently holds 63 hotels and 14.448 rooms in 21 different countries. It aims to consolidate our strategic position in countries such as Spain, Italy, Greece, Portugal, Albania, UK, Germany, Dominican Republic, Latam, Cuba, Mexico, Thailand and Vietnam. Additionally, we are thrilled to introduce our portfolio of brands in new markets such as Malta, Saudi Arabia, Montenegro and the Seychelles. These new market introductions present exciting opportunities for our company.

Which segments is the company focusing on for its upcoming hotel projects?

Among our brands we have proposals for various segments, we have developed a strong brand portfolio that offer unique experiences and cater the different travelers’ needs and also hotel owners’: Luxury brands (Paradisus by Meliá, Gran Meliá, The Meliá Collection and ME by Meliá),

Premium brands (Meliá Hotels & Resorts, Innside by Meliá, Zel hotels, in partnership with Rafa Nadal, and Falcons’ resorts by Meliá), and Essential brands, such as Sol by Meliá and Affiliated by Meliá.

We have a very clear strategy for all of them, but in recent years we have witnessed exponential growth in demand for our premium and luxury brands (to which 65% of our portfolio already belongs) and we have deployed a very special commitment to these brands, focusing on its development, with 80% of our development pipeline for the next 3 years belonging to Premium & Luxury brands. Our vision of luxury is based on values and aspects such as our powerful Mediterranean heritage and a lifestyle influenced by Spanish fervour and sophistication, the priority we give to experiences that enrich a

trip and give it a “purpose”, as well as a strong awareness and commitment to the environment and the community of the destinations in which we establish ourselves, their sustainable development, and their prosperity.

How do you see Meliá portfolio developing over the coming years?

Our current Strategic Plan 22-24 is focused on the “leisure axis,” (the Mediterranean, the Caribbean, and South-East Asia) and our next Strategic Plan will be focused on further strengthening our position in those markets, being very attentive to new upcoming leisure destinations to further diversify our portfolio and trying to become a benchmark in hospitality in as many countries as possible.

Written by Rudina HOXHA

Imet Chef Ashley Coleman from Australia at the newly inaugurated premises of Marriott Tirana Hotel, more precisely at M Club an exclusive space to retreat and recharge. Since April 2022, he has moved to Albania with his German wife and 17-year-old daughter who are in love with Albania.

Ashley is so warm and good-hearted because he loves people and he tries to deliver the best for them.

In 1996, at the age of 25, he left his own country to travel the world and do what he loves most: cooking and meeting some amazing people along the way. “In a way, for me, it has just become as much as an adventure what it is not much work anymore. I come to different countries, I come to Albania, I meet new people, I see different cultures and embrace different new ways of thinking,” Ashley says in this exclusive interview with TRAILBLAZING MAGAZINE

So, he adds, “I am always experiencing something new, discovering new cuisines, it has been for me a fantastic way to live. My wife and my daughter always travel with me. Family is always there.”

His philosophy is “you always give away something to gain something else. It is good. It works for us.”

Full interview below:

We like to refer to “Terra” Restaurant concept in Marriott Tirana Hotel as Middle’Terranean. I think the real inspiration behind it is Communal Dining

The menu is designed in a way that you can taste 5,6,7,8 items to share. Instead, you are not confined to only one dish that you have ordered.

Photos by Marriott Tirana Hotel

the ones who in the early 70s, mentored me, guided me and played a major part in my being out to live the life in the way I do.

What

originally sparked your passion for food?

Actually, I grew up in an area outside the country. My mom was working in a little small hotel there. As a child, around 6 years old, I grew up spending my time in the weekends in the kitchen with my mom cleaning carrots. Looking back at that time, it makes me laugh, because I had to stand on a chair to reach the sink. It would take me two hours to have a bag of carrots. With those pocket money, I would go to the shop to buy some candy. Then I started my apprenticeship early. I was lucky enough to get my first apprenticeship at the age of 15. I was working full time in the kitchen, some 14-15 hours a day. There were a lot of pressure to make sure that the guests were happy with the food. This is the reason why chefs are chefs: to deliver to people something that they enjoy. You can realize that from their faces. This is the reward.

So, when I was young, I was so excited to learn and create something new with our team who were people from different walks of life. Once we were all in the kitchen, having to do what we had to do, we built a

strong friendship. They were people with know-how who had travelled the world. Today I am calling friends in the United States, Germany or Vanuatu to wish “Happy Birthday” and have a chat. So, we still keep in touch. I have friends everywhere like in Egypt, in Thailand, Vietnam and others. When we travel for holidays now, it is always like we are back somewhere because we are somewhere where we meet people we know. They live or work there. So, we always catch up with them.

What are your earliest kitchen memories?

It is very much about people. It is always good to remember and have contacts with some of the first chefs that I had. They were

Now let’s shift a bit to the Menu of this Hotel. Can you tell us about the cuisine features on the Marriott Tirana Menu? What inspires such creations? We like to refer to “Terra” Restaurant concept in Marriott Tirana Hotel as Middle’Terranean. I think the real inspiration behind it and both in terms of how have

been designed the menu and the style of the restaurant, it is the Communal Dining. We really want people to come to “TERRA” with friends or colleagues for an EXPERIENCE. It is casual in a way that we want people to sit there and just enjoy. The menu is designed in a way that it allows you to enjoy many options. Having said that, you may want a snack and a drink or you can choose something like a big and beautiful group of meats that you can share among friends, it is really great. Therefore, the menu is designed in a way that you can taste 5,6,7,8 items to share. Instead, you are not confined to only one dish that you have ordered. The dishes come with a couple of salads or nice little bites such as oysters or Japanese scallops etc. So, everybody gets a full experience when they come.

Every chef has a kitchen hobby. What is yours?

Kitchen hobby…For me, it is learning about new products. I was lucky to work in Maldives for three years and a half where all food was imported. It was that time when I got the passion to find out more about food. I started to understand how much control chef has over the food that you give to your guests. If you are willing to put some extra effort to where your food is coming from, how it is produced, you can make sure that you can get the best of everything. Since I came here in Tirana,

you see that the products you use are right from the soil to the table. We spend a lot of time into talking with our suppliers and local farmers to make sure about the quality of the produces and make changes in our menus, so we can stay in season. When you get a tomato here, it smells like a tomato, you can see the freshness in the flavor. As a chef, I make sure to source the best of these items.

Albania has a very rich gastronomy culture. To what extents are you using it? It is mostly about its products. We have

surveyed the dining style and the food tastes of our guests. Before we opened the hotel, we spent a lot of time talking to people, to find out what they like most when it comes to food and how they like to dine. For example, among others, we found out that they like salads a lot, they tend to dine in groups and late.

For me, it is important the seasonality of products. We follow the seasonal produce and some of the cooking methods and techniques that you use in Albania. We have been a couple of times to the local farms which are producing everything. We have seen the cheese produced there; the animals and the vegetables have been all grown there. So we have followed that experience.

For me, Albania is very interesting in terms of dining experience. Say, in Asia, people get out to dine, to eat. Whereas in Albania, people are living. They have to eat but what is more important for them is to catch up with their acquaintances and

meet up with friends. This is life here. It is vibrant, it is very cool.

Albanians are very keen on trying different gastronomies. What plans you have to introduce special nights, gastronomic festivals and other events?

We actually do. We have planned for the rest of the year. Recently we have started a business lunch which demonstrates some communal cuisines. Moving forward with the Asian fusion nights. I have spent 12 years working in Asia, so it is an occasion to bring some of my knowledge.

In addition, we will be doing a couple of guest chef dinners. Together with some other chef from another country, we will design a menu for a couple of weeks. Dinners and events will be organized to demonstrate various styles of cuisine from these famous chefs.

INES STASA

Lead Up Podcast - a Major Source of Inspiration and Energy

By Rudina Hoxha

As a Fellow of LEAD Albania Program 20222023, Ines Stasa acts as advisor to the Mayor of Tirana.

She sits with TRAILBLAZING MAGAZINE to show what it feels like participating in the LEAD Albania Program, its benefits on her career and how it is helping to keep a positive and motivated mindset.

“LEAD Albania provides a constant source of energy and diversity through its various activities, which serves as a daily impetus for individuals to maintain the same level of rhythm and vibe in their work and activities outside of the organization,” she says.

Full interview below: What is your favourite part of being a LEAD Albania Program Fellow? Participation in the Lead

Albania program is an investment that will yield great returns for your professional career. As it seeks to sustainably support young professionals and place them at the forefront of challenge and leadership, the integrity, transparency, and philosophy of this project are of utmost importance to me. By participating in the program, individuals can take a significant step in both their professional and personal development and can reflect upon the principles and values that the program represents. The program is structured that incorporates a variety of components, providing individuals with the opportunity to face their goals, expectations, and limitations. The most intriguing part of this journey, to me, is this particular aspect. The Albanian American Development Foundation has provided me with a valuable opportunity to participate in this prestigious program, for which I am truly thankful.

To me, leadership is a state of mind that never allows you to fully rest or be content.

What do you feel is the value of today’s leaders having LEAD Albania Program knowledge and experience in helping to address today’s country’s challenges?

The design of LEAD Albania is truly unique and sets it apart from other programs, as it offers unparalleled flexibility in adapting opportunities to meet individual expectations. Reflecting the implementation’s authenticity and compactness is integral to the construction or orientation of the leadership style for the program participants. The team has set an example of a leadership model that accepts others, cooperates with others, and serves the public good through their team spirit, support for each other during challenging moments in the public administration, and commitment and persistence to bring initiatives that make the program even more accessible to a wider public. My belief in leadership is twofold - I value innate leadership qualities, but I also recognize the importance of leaders who are willing to learn and who prioritize the greater good through creative problem-solving. For me, a leader should possess the ability to inspire and transform, as well as the authority and legitimacy that can be gained through successful management. Within this program, there is a unique opportunity for each individual to select their own path, nurture their growth, showcase their talents, help others, enhance their capabilities, and take the lead in their own initiatives. By including this program in the system, society, and political infrastructure model in the country, we have added value to it.

Can you describe an instance or example when you used skills or lessons learned from the LEAD Albania Program within your new role/job position?

I hold the position of Advisor for social issues in the Cabinet of the Mayor of Tirana. The Municipality of Tirana bears the responsibility of managing cases in the community and accommodating to the interests and needs of the parties involved, a challenging task that is made even more daunting by its status as the largest municipality in the country, requiring the development and implementation of more social policies and fair and efficient solutions. The Program comprises a range of training and skill modules, each designed to develop a particular skill set. There are many dynamics within the sector where I contribute, and it comprises various interest groups. These interest groups are

also the most disadvantaged members of society. As we strive to provide the best management of cases and respond to their needs, we also aim to create spaces for even closer cooperation with local partners operating in the field of social services. However, this dynamic requires the ability to adapt to the pressure of daily work. The context in which these situations occur is sharp and requires careful consideration. During one training offered by the Program through CCL, I was introduced to The Thomas-Kilmann Conflict Mode Instrument or TKI Assessment, which I found to be one of the most important methods. The method, which helps in determining the approach and tendency of action towards conflict or difficult situations, has made me contemplate on the delicate situations that arise in my daily routine, with a certain level of social sensitivity. It is worth noting that

the “Emerging Leaders” course at Harvard University included various modules, one of which was Adaptive Leadership. It is essential for the new generation of public administration to adopt a model that considers the way we exercise leadership, our ethical conduct, and the frequency with which we address issues, as these factors are the capillary of such a model. These two modules have been crucial in helping me perform even better throughout this entire 12-month process.

How is the Program helping you to sustain such a positive and motivated mindset in the course of work and life?

There are multiple ways in which the program proves to be helpful. One of these is what you have identified, keeping a positive and motivated mindset. LEAD Albania provides a constant source of

energy and diversity through its various activities, which serves as a daily impetus for individuals to maintain the same level of rhythm and vibe in their work and activities outside of the organization. I can confidently say that the launch of the Lead Up Podcast for the first time was a major source of inspiration and energy for me. I had a wonderful experience on the podcast, as I could communicate, discuss, create and share my ideas and thoughts. Interacting with successful individuals who not only make significant contributions to their profession but also inspire and encourage others has given me a wealth of wonderful emotions and prospects for future projects.

Following your daily activities, I have noticed that you intend to uplift other women along the way, how does that fit into your leadership style?

My previous role as the Director of the State Social Service in the Region of Vlore provided me with several years of experience handling complex and sensitive cases that greatly impacted society. It was also emotionally challenging to face a victim of trafficking, or a woman in socio-economic difficulty; an orphan child infected with HIV that the community and institutions had a hard time accepting, or any parent with a child with special needs who requires more appropriate educational and social environments to develop their child. At times like these, the importance of empowering individuals and families through engagement of the community becomes even more apparent, as we need to reflect, accept and contribute to make a positive change. When you find yourself in a position of leadership, with the responsibility to both uphold the legal boundaries and empower individuals, it becomes essential to push beyond your basic duties and commit to doing more. It

recalls cases with exceptional sensitivity, starting with the construction of a house for a family in a rural area of Vlora; to register a child with HIV for the first time in kindergarten; supporting with textbooks hundreds of economically disadvantaged children and the building awareness campaigns with national impact aiming to increase awareness and build coalition the fight against human trafficking. Going

through this experience has allowed me to gain a new perspective on leadership, which has helped me understand that it’s not just a mere management skill. Rather, it’s a combination of high public sensitivity and responsibility, aimed at making the public more acceptable, accessible, and possible for everyone. Leadership involves more than just having official documents and strategies in place. It requires an

unwavering commitment to adapting society and communities to the everchanging conditions and challenges that arise. The combination of commitment and humility is what sets great leaders apart from the rest. When faced with seemingly impossible and difficult challenges on a daily basis, one comes to realize that leadership is not merely a concept or skill set, but rather a combination of service and humility, which involves bringing together all available resources and people in order to empower communities. My unwavering belief in the competence of women and girls to advance society has been constant. As a result, I make it a point to encourage and cooperate with every woman and girl who shares the same vision, perspective and approach towards success, regrowth, continuous work and sustainable development.

How is the Lead contributing to your career progress? Is it putting you outside of your comfort zone? What advice would you give to the future fellows?

Leadership requires stepping out of one’s comfort zone. Staying in our comfort zone hinders us from exercising leadership or finding new ways to make society better. Ever since I was a child, I have lived by one of my mottos which is “Not too young to change the world, not too old to change”. This is because I firmly believe in the potential for each and every one of us to make a positive impact and in the transformative power of society. To me, leadership is a state of mind that never allows you to fully rest or be content. It necessitates a constant search for the most fair and efficient solutions. If you want to make the most of your fellowship experience, my best advice would be: “Stay hungry and angry”!

Najada Frashëri is a well-known Albanian chef in Italy. She is young, talented, passionate and brilliantly wise. With a lot of work and a bit of luck, she made all the Italians, whether high class or common people open the doors of their houses to her.

“The kitchen is and will remain a cornerstone of my life because the Italians let me into their lives, opening their doors to me, showing their customs, traditions, memories of grandmothers ..., feelings for Sunday lunch … Everyone has given me so much, I’m very lucky from a human point of view! Now I think it’s time to give,” she says in this exclusive interview with TRAILBLAZING MAGAZINE She thinks that kitchen goes beyond feeding. Instead, it is “A means to Communicate, and Feed the Soul. A menu in which each sauce is not just a flavor and colour, but a note that belongs to a symphony.”

NAJADA FRASHËRI: Being a Chef Made me Live Many Realities

By Rudina Hoxha

Full interview below:

When did you decide to become a chef and why?

Do you want to know the truth? I spend a lot of time alone with myself, it helps me to know how to listen. The kitchen is Inside me. I do this job because I cannot do any other.

Becoming a chef was easy because I learned quickly, I was passionate to the point of studying at every break from work to practice shortly after, a natural, noncalculated process.

How was your trip until you arrived in Venice, Italy?

I was lucky enough to know Nancy Brilly, a much-loved professional in Italy, to live with Alda FENDI and her Family as Personal Chef on an island where only private boats arrive, and international guests. I was the curator of the wedding of one of the oldest

Venetian families. Also, I took care of the Gala Dinners for the Swiss Foundations and other foundations that brought international artists to the Venice Biennale. Personalities like Mrs. Gisela Winkelhofer, with whom we worked for three months at a gala dinner, matching the color of the food, the tablecloth, and the selection of porcelain from the historic Meissen who had sent me the preview catalogs in German.

I cooked in a historic Venetian palace while George the designer of those ceramics, alongside with his staff washed and supervised those jewel dishes. I also cooked among Roman antiquities, such as the Baths of Caracalla, taken by the stylist Valentino, with 150 waiters, half of whom models arrived from Mi in Rome for the Event.

Then we founded with the lawyer, Electra Giovanna Livreri as Baille/President, the Bailliage Chaine Francigena, in Tuscany. How to explain... a New Club. I was 31 years old and also the highest existing representative. Joined the Chaine des Rotisseurs, the oldest convivial and cooking

fraternity in the world, where professionals such as Paul Bocuse, and international industrialists who love conviviality, gather for the pure pleasure of feeling good.

They enthroned me in Reggia Venaria, the Savoy hunting reserve, in the Church of Sant’Uberto. We rented the whole palace just for us. It was an indelible memory.

Created a 3-day Calendar with my Bailliage Chaine des Rotisseurs - three days for Leonardo Da Vinci’s centenary in a UNESCO Heritage Medici Villa using the rotisserie designed by Leonardo.

Then I lived in other realities, I cooked as an amateur in tent cities, made an Italian cuisine show in Gjirokastra, worked at a Mexican stand at the Cavaticcio Park in Bologna to help friends, 1800 tacos made in 3 days. Inserted the vacuum as a maintenance and cooking technique, and the recipe of the Umbrian sausages of my uncle Gilberto in Albania. It was a journey full of stories and adventures for me and for those who stood by me.

Also, I organized vernissages in Matera 2019 (European Capital of Art and Culture), commissioned by Arte per le Marche. Getting to know artists like Gregor Hildebrandt or Ioan Sbarciu. And filling a car with rosemary taken in the Lucanian countryside, to the point of not breathing the rosemary air and making many equal long branches, with professors and engineers sitting like children playing together .. and while the rosemary was cleaned in a circle, stories were told..

What I loved most, I managed to do. With the responsibilities of an adult, but with the eyes of a child dreamer. With a lot of effort, and little luck. But I’m proud of myself because I’ve always followed my heart and proved to myself that you can be happy in life, thinking about others, without taking away. I believe that life is also a struggle, so better to do it for happiness, to build, to remember instead of fighting to survive I find it destructive.

I could die tomorrow, and I would have no regrets about anything.

How would you describe your general culinary philosophy?

I see the kitchen as something that goes beyond feeding us. A means to Communicate, and Feed the Soul. A menu

Najada Frasheri as a small baby

in which each sauce is not just a flavor and colour, but a note that belongs to a symphony.

It is thanks to food that a newborn survives. We are animals, and when we are hungry, the child awakens within us and needs to be fed. If we eat well, we will feel calm and safe. If we eat traditional flavours, we will feel at home and protected. If we savor some small novelties, we would be solicited/ stimulated at the openings... There are no social classes at the table. But an animal that has to meet a need. Most other things are superfluous.

Feeding, being a cook is always an honor for me. Because I can feed the body of diners. It is a great responsibility, which goes far beyond the temperature controls of the refrigerators and sterile counters.

What are your special dishes? Can you name a few?

- I like Carbonara 4 Season, because I use fresh egg-based mimosa sauce and I also

serve it in the summer. It remains lighter and more digestible, despite the dominant flavor. Or Tiramisu made with gorgonzola.

Have you ever tried it?

There is one thing that characterizes all of them, Simplicity. I don’t mix many ingredients. I spend a lot of time looking for the Right Raw Material, preferring Italian family-run companies which are Our Excellencies to Support.

Do you aim for a Michelin star? What does it mean for you?

I aim to see the smile of a child in the face of an adult. I am asking for a lot, I know. First of all, it comes the Feeling and the Freedom to express it with Sincerity. When I think of Michelin Star, I am ashamed. It seems too much for me. And I don’t think about it. I look at it as something for others. I have to Do in the best way for all those people who decide to give me their time and money.

But let’s not be hypocrites, who doesn’t like recognition?

How much inspiration has your mother been in your successes? Who do you attribute your success to?

My Mother taught me that working brings a sure result, and to fight for Anything that touches our Soul and to live our Passions freely. And not to judge. Her teachings and demonstrations, combined with her mistakes have made me the person I am. My Successes, which I prefer to call Results, I attribute 50% to nature.

How would you describe your life and work in Italy? What is the future of Najada?

My life is like a set of movies. I have seen many realities and types of people. I have worked with people who made history and others who were arrested. Few things

scare me now. I fought for the weapons of freedom. Now I feel the need to give. Surely the kitchen is and will remain a cornerstone of my life because the Italians let me into their lives, opening their doors to me, showing their customs, traditions, memories of grandmothers ..., feelings for Sunday lunch … Everyone has given me so much, I’m very lucky from a human point of view! Now I think it’s time to give.

My future? A house by the sea, animals, barbecuing with close friends, privacy, time for writing, drawing and for whom I love.

ENO MUJA

Happy I Took the Advice of a LEAD Alumni to Join the Program

By Rudina HOXHA

Eno Muja, a Partner and a lawyer at Muja Law Firm, shares with TRAILBLAZING MAGAZINE the learnings from LEAD Albania Program. A LEAD Fellow of Class 2021, Muja was engaged in the justice system in Albania, as a legal advisor of the Chairperson of the High Judicial Council.

“During this engagement, Muja said, he had the unique opportunity to contribute to various projects of the institution, such as the strategic plan for the period 2022-2024, the report on the status of the judicial system for 2021, the start of the screening process, etc,” Muja said.

He highlights that the education component the LEAD Albania offers to its Fellows is one of the best. “Having the opportunity to complete an executive program at Harvard Kennedy School, Harvard University, as part of the program, is one of those things that you just cannot miss,” he states.

Now, as a lawyer, he understands much better how such a big mechanism works “and I can implement this know-how in my day-to-day legal practice.”

Full interview below:

1. Please introduce yourself and tell us more about the LEAD ALBANIA PROGRAM.

Firstly, allow me to thank you for the opportunity. It is a pleasure to be part of TRAILBLAZING MAGAZINE.

I am a Partner and a lawyer at Muja Law Firm, a family-based law firm where we work hard to achieve success for our clients and do our best, each and every day, to foster new and existing relationships. I have been working in the legal profession for nearly 10 years now.

Last year I was also engaged in the justice system in Albania, as a legal advisor of the Chairperson of the High Judicial Council, as a Lead Fellow, part of LEAD Albania program of the Albanian-American Development Foundation. During this engagement I had the unique opportunity to contribute to various projects of the

institution, such as the strategic plan for the period 2022-2024, the report on the status of the judicial system for 2021, the start of the screening process, etc.

I usually refer to LEAD Albania Program as a life changing opportunity. It not only gives you a hand on experience on decision making processes of the institution where a fellow is part of, but on the other hand, it opens the doors to a dynamic, reach and value driven Alumni group, which I believe is and will be a force to be reckoned with.

Why did you choose to join LEAD ALBANIA PROGRAM? What were your feelings back at that time and nowadays?

As I mentioned earlier, LEAD Albania has a great Alumni group. Today you can easily find LEAD Alumni in various executive roles and positions not only in the public sector, but also in the private one. It was actually a good friend of mine, a LEAD Alumni, who was very persistent in me joining the program.

Having experienced the program himself, he was very confident that I would benefit from the chances that it provided to LEAD Fellows. Today I can proudly say that I am happy to have trusted him on his advice and to have been part of the program.

Another key reason that made me apply was the fact that I was going to have the chance to be part of the new justice reform institutions in Albania. As a lawyer, I believe that it is very important to understand how the system works also from the other side in order to have a 360-degree perspective. Additionally, the education component that the LEAD Albania has to offer to its Fellows is one of the best. Having the opportunity to complete an executive program at Harvard Kennedy School, Harvard University, as part of the program, is one of those things that you just cannot miss.

Last, but not least in relation to this question, I would like to add that after finishing the program, one is left with an unavoidable feeling of growth in the professional and personal aspect. During the program, Fellows interact continuously with each-other, like pieces of a puzzle, which when put together fit perfectly and give you a great image on how the future can be.

What initiatives were you part of since you joined the LEAD Albania Program and how they have influenced your job as a lawyer? Being part of the cabinet of the Chairperson of the High Judicial Council during the program I had the chance to observe the dynamics of a new justice institution in Albania and more specifically that of a collegial governing body of the judicial system.

I was very warmly welcomed by the colleagues of the institution and was directly involved with the institutions’ projects. The High Judicial Council is continuously under an intensive workload and especially during these years, when the system is undergoing a total territorial reform.

At the time, one of the projects that I was involved with was reporting the status of the system for 2021. Such experience gave me the necessary understanding of the complexity of the system if seen from the inside. Now, as a lawyer, I understand much better how such a big mechanism works and I can implement this know-how in my day-to-day legal practice.

To what extent, did the LEAD Albania Program contribute to the development of your leadership skills and to the achievement of your objectives consequently?

I can surely say that LEAD Albania program has greatly contributed to the development of my leadership skills. During the program, a Fellow has the chance to partake in a leadership training that goes on for months and is very intensive at times. Such training is performed by globally renowned experts and aims at honing the Fellows’ leadership skills. It also gives you a better understanding of what being a leader means and how you can put that into practice every day.

Additionally, the Executive Program that I had the chance to complete in Harvard Kennedy School, also dealt with leadership and how to adapt to continuously changing situations.

Each Fellow can apply such knowledge during the program when facing challenges and difficulties in the institutions where they have been appointed at.

On the other hand, such trainings and know-how have helped me reach my objectives in my day-to-day work and have also helped me manage challenging situations. Being a lawyer and part of a law firm in Albania, I have to always be attentive to a dynamic environment, be it in terms of laws that are continuously changing, a judicial system that is facing difficulties at the moment in terms of human capacities, and also to client’s demands, to which you need to offer solutions as best as you can while at the same time considering the challenges that lay ahead. Therefore, having gained a few tips along the program in this regard, surely helps a lot.

How do you feel about the legal profession so far?

I love the legal profession. I love being a lawyer. As I mentioned earlier, a lawyer needs to be always alert. It’s like playing a game of chess, during which you have to continuously think 2, 3, 4 steps ahead of the game.

I am used to being in constant pressure and having to perform. I believe that pressure is a privilege in our line of work and to me personally, it brings out the best of me.

I also believe that there is no profession without its package of challenges. However, the best that one can do is think positive and try to be solution oriented.

How would you deem the LEAD Program in your career? How would you describe it to the prospective fellows of this program? Well, I said it earlier, LEAD Albania program is a life changing opportunity. I truly believe that, having experienced it firsthand.

I am a strong promoter of the program and try to convince as many professionals to apply and give it a chance. So, to all the prospective Fellows out there, I would like to say buckle up, because the program tends to catapult you professionally to heights that you maybe didn’t even know that you were aiming at.

Completing my Degree was a Moment of Immense Pride and Joy

By Rudina Hoxha

Ledion Rejzi is a young chap with a big vision: “My overarching goal is to make a positive impact in the IT field.”

A computer science graduate of Austrian School in Shkodra and recently of the University of Applied Science in Vienna, Austria, Ledion says that he has been fortunate to be surrounded by a supportive network of family, friends, and mentors “who have guided me on this journey and helped me stay grounded despite the recognition.”

Full interview below:

Please can you make an introduction of yourself?

My name is Ledion Rejzi, and I am very excited to share my story with you. Throughout the beginning of my journey, I’ve been incredibly fortunate to be involved in two graduation experiences (The First one for the Austrian School in Shkodra and the other one most recently for the University of Applied Science in Vienna, Austria). My degree was computer science.

You are a success story of Austrian School in Shkodra City. How would you describe this experience? How did you discover your interest in studies?

My experience with the Austrian School in Shkodra City has been nothing short of transformative. It has provided me

with a unique and enriching educational environment that has shaped both my academic and personal growth. Throughout my time at the Austrian School, I’ve had the privilege of being taught by dedicated educators who not only impart knowledge but also foster a genuine love for learning.

Now you are studying in Vienna. How motivated do you feel?

Finishing my studies recently was a significant achievement, and it has fueled my determination to continue pursuing my dreams in Vienna. The pandemic undoubtedly presented numerous obstacles during my studies. However, I believe that challenges also present opportunities for growth and resilience.

When did you

realize you were gifted?

Looking back, I believe it was during my early years in school when I started to notice a stark difference in the way I absorbed and understood information compared to my peers. I vividly recall instances where I found myself drawn to subjects that piqued my curiosity, and I would delve into them with a deep sense of fascination. I’ve been fortunate to be surrounded by a supportive network of family, friends, and mentors who have guided me on this journey and helped me stay grounded despite the recognition.

What do you consider as your biggest achievement so far?

When I reflect on my journey, I consider graduating with my degree and embarking on a career with a prominent group of companies in the public sector as my biggest achievement so far. Completing my degree was a moment of immense pride and joy. Also, as I transitioned from academia to the professional world, I was presented with an exciting opportunity to

work with a big group of companies in the public sector as it allowed me to contribute to projects and initiatives that have a direct and positive impact on society.

What is success for you and how do you believe you achieved it?

For me, success is about finding fulfillment and purpose in what I do, both personally and professionally. It goes beyond the traditional markers of achievement and is more about the journey of growth, making a positive impact, and finding joy in the pursuit of my passions.

What are your plans for the future? How do you motivate your peers and friends?

When it comes to the future, I have a clear vision of what I want to achieve. My overarching goal is to make a positive impact in the IT field. Motivating and supporting others is something I’m also incredibly passionate about. I believe that everyone has unique talents and potential, and my goal is to help them recognize and harness those strengths.

UNIDO Partnering with Slovenia to Strengthen the Wood Manufacturing Industry in Albania

The number of furniture and wood processing companies in Albania has, for the first time in 2020, surpassed 1,000, employing more than 10,000 people.

Wood and other forest products are renewable and highly versatile natural resources that can contribute to climate change mitigation and contribute to a wide range of labour-intensive processing industries.

In Albania, the wood and furniture industry is one of the fastest growing industries. Government data reports a 19% increase in exports of furniture from 2015 to 2020 for a total of $62 million in 2020. The number of furniture and wood processing companies in Albania has, for the first time in 2020, surpassed 1,000, employing more than 10,000 people. This number is estimated to be up to three times likely higher due to the informality of the sector.

However, to maintain and expand growth key priorities must be addressed to strengthen the skilled labour force, update industryspecific legislation, reduce barriers to export, expand national technical and vocational sector specific training capacities, and digitalize processing activities.

With the support of the Government of Slovenia, United Nations Industrial Development Organization (UNIDO) is partnering with the Wood Industry

Photo credit: UNIDO Skills training in Lebanon

Cluster Slovenia

(Zavod Lesarski Grozd) to pilot an initiative to improve the economic competitiveness of Albania’s wood manufacturing sector through enhanced technical skills to practitioners and improved public-private dialogue. The project, Fostering sustainable development in the Albanian wood sector through improved manufacturing capacities and skills training, started in early 2023. The project contributes to the Ministry of Infrastructure and Energy National Forest Strategy and National Plan for European Union integration.

UNIDO, the specialized agency of the United Nations with a unique mandate to promote and accelerate sustainable industrial development, aims to raise the level of value addition and to upgrade the wood value chain in developing countries in close engagement with the private sector.

UNIDO’s wood programme began in 1967 when efforts were made to show developing countries how to manufacture or process wooden products for export instead of simply exporting raw timber. Very soon, UNIDO had built up an extensive bibliography of manuals, experts’ reports and research papers on different aspects of

wood processing. It also published lectures given at seminars on the wood industry.

UNIDO’s support for the wood industry focuses on technology transfer and capacity building in strong cooperation with local wood industry associations/institutions and respective governmental departments with the main focus on the secondary wood processing industry. Any proposed solutions should contribute to employment creation through expanding labourintensive secondary processing industries, raise performance and productivity of the secondary processing sector, ensure raw materials are derived from environmentally sound resources (certified forests, production forests under sustainable management) and support programmes to minimize and utilize production waste.

Examples of UNIDO recent projects in the

wood industry in South Africa focus on providing sustainable forestry skills and supporting wood processing enterprises with technology, equipment, and training to enhance their business practices. Projects in Lebanon focused on how to shift enterprises which have a more artisan and craft background to adopt industrial processes and international standards through new technologies (i.e. computer numerical control (CNC) machines), while at the same time promoting innovation.

The current pilot initiative in Albania will contribute to a further understanding of the strengths and gaps in wood value chain, and develop cooperation and knowledge sharing between Slovenia and Albania wood industry clusters while building technical vocational training capacity for the wood industry in Albania.

UNIDO’s wood programme began in 1967 when efforts were made to show developing countries how to manufacture or process wooden products for export instead of simply exporting raw timber

Photo source: Unsplash

A Trusted Brand is Not Always Enough

In the field of quality, there are many recognitions, awards and certificates issued by professional institutions, accreditation houses, certification organizations and professional associations. When they are issued by national and/or internationally recognized bodies, credibility is high.

By Zoran Lekic

There are thousands of different labels, stamps, stickers, or rather “decorations”, with which companies want to promote their products and services. They are usually accompanied by some text such as “most trusted brand”, “best value for money”, “most innovative and quality product”,

“trusted brand” and the like. The credibility of such labels is low or non-existent.

If we limit ourselves to the first group of authentic statements, we find that they are focused on quality in the strict sense of the word. Some of them also take into account

different areas of business processes that are responsible for quality. However, none of the areas cover a wide range of conditions that would ensure high-quality and long-term stable fulfilment of all agreed obligations to the company’s business partners and/or end consumers.

However, a much broader aspect is offered by the European Quality Trademark (EQTM). This quality mark can be obtained by companies that demonstrate compliance with all quality characteristics of the product or family of products and demonstrate the most important business indicators that ensure long-term quality in accordance with the agreed conditions and expectations of partners or customers.

The issuer is a recognized organization

The EQTM award is issued by the European Organization for Quality (EOQ), the most respected and recognized quality organization in Europe. It was founded in 1956 and strives for effective improvements in the field of quality management. Through its network, EOQ includes national quality associations and other partner organizations from 30 countries, which have

access to 70,000 members and 500,000 companies.

EOQ has become recognized worldwide through annual quality congresses. Those events have regularly attracted more than a thousand participants in which the world’s leading experts and quality gurus (Juran, Kano, Feigenbaum, Taguchi, etc.) have participated. They laid the foundations for the establishment of quality as an indispensable function in the management of production and business processes. A great need for the lack of knowledge in this area quickly became apparent. At EOQ, they were the first to recognize this, and so they established the EOQ Harmonized Personnel Registration Scheme for quality managers and other essential personnel involved in quality management. The very first group of quality managers was certified in 1992.

Up to now, EOQ has approved Competence Certificate Agents in 14 European countries and beyond. They have together issued over 115,000 Competence Certificates.

Product promotion and protection at the same time

The European Organization for Quality designed, accomplished and launched this

EQTM: The European quality mark connects the characteristics of the product with quality-managed processes in the company

new quality acknowledgement. Its intention is to inaugurate and protect European products presented on markets in Europe and around the world.

Perhaps the most important criterion is that the European quality recognition is awarded to products of European origin. We often buy (even in Europe) a sub-standard product of unknown quality made anywhere in the world, in inhumane conditions, with environmentally inappropriate procedures, untested materials and semi-finished products, and unregulated copyrights. European origin is only one of the ten requirements that must be fulfilled for the successful approval and issuance of EQTM recognition (five requirements relate to the product and five to the company).

The process runs online

The EQTM acquisition process is professionally managed and controlled by EOQ. The entire process – registration,

Interested candidates must submit an application with proof of meeting all ten criteria. This is not a new project that requires any organizational or business changes or additions to the existing situation.

review, approval and issuance of recognition is done online. All information related to obtaining the European Quality Award is published on the EOQ website (www.eoq.org).

Interested candidates must submit an application with proof of meeting all ten criteria. This is not a new project that requires any organizational or business changes or additions to the existing situation. Completing the application is therefore not a complicated process; it only requires the collection and editing of data that companies already have. The expected level of suitability must be clearly demonstrated with examples and evidence of fulfilment of the required conditions.

The recognition is valid for three years. For the second and third years, the recipient must report that all conditions met have been maintained as demonstrated in the initial assessment. By obtaining recognition, the company acquires the

right to promote the awarded products using the EQTM logo and toolkit in electronic and printed form, and also the right to promote the product and the company on the EOQ website, in various printed publications and at professional events.

Adapting to new trends

At EOQ, we believe that EQTM recognition will become one of the most important elements in the promotion and protection of European products on the European and global market. In doing so, we are aware that the conditions for obtaining European quality recognition will need to be adapted to development trends that affect the risk factors of business entities.

Often it also concerns external influences that we all recognize such as the energy crisis or climate change. At the moment,

the acquisition of a sustainable credit rating is relevant and is something we intend to include in the conditions. We intend to keep the number of conditions and place additional requirements among the existing ones.

We are aware that some conditions are exclusionary, so not all products or companies are even considered for evaluation or the possibility of applying. All applicants will be required to demonstrate and document that they fully meet all requirements. Only in this way will we maintain the reputation and credibility of the European Quality Award.

*Zoran Lekic is a former director of Bureau Veritas Slovenia and an honorary member of EOQ

The first boutique hotel in the city is also the only Relais & Châteaux in Lima. Hotel B has received recognition, such as integrating the Gold list of the best hotels in the world by Condé Nast Traveler

Additionally, the remodeling and enhancement of the Belle Epoque-style mansion – led by the architects David Mutal and Jordi Puig – earned Hotel B the Silver Hexagon at the Peruvian Architecture Biennial

The Hotel B proposal echoed the cultural and bohemian spirit of Barranco, a neighborhood of galleries and artist workshops, to reveal an exciting interior design and, above all, to show a collection of 300 works of contemporary Peruvian and Latin American art, arranged in its halls, corridors and rooms.

In March 2018, the boutique hotel grew, taking over the adjoining building, where the Lucía de la Puente gallery operated for years (many of the hotel›s art pieces come from that collection). New

suites, a more spacious bar and restaurant, the B-Art boutique store, and space for exhibitions and events appeared.

The rooms recreate a traditional and bucolic spirit, with elegant decoration and the luxury of enjoying original pieces of art.

The B experience is completed with its gastronomy. His restaurant has contemporary Peruvian cuisine that combines tradition with world influences; His bar, on the other hand, has been honored by the Summum Awards, Peruvian recognition dedicated to culinary art. Finally, if you are in Lima, it is essential to go up to the rooftop of Hotel B to see the sunset over the Lima coast and soak up some of the good social atmosphere.

hotelb.pe

(Source: https://www.admagazine.com/)

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