Marketing strategy - a strong base for tourism growth and development: A Case study analysis – Republic of Macedonia

The National Prosperity is not inherited, it is created.
Michael. E. Porter
Tourism offers an important development and business opportunity for every national economy. In view of the current development level of Macedonian tourism and the existing development potential, tourism is positioned to become one of the leading branches of industry in the Macedonian economy, thus making a significant contribution to the country’s development objectives (competitiveness, GDP growth, employment growth, increase in the education level of tourism workers, stimulation of cultural identity, increase in the recognisability of Macedonia in the international environment). The development of our tourism is based on the construction of physical infrastructure, but the area of so-called soft development elements has been disregarded: quality in the broadest sense, development of human resources, promotion of creativity and innovation. Accordingly, the fundamental strategy must be designed so as to take into account integration at local, regional and national levels.