THE MAIN AREAS OF ECOLOGICAL TOURISM IN THE FRAMEWORK OF RATIONAL NATURE MANAGEMENT IN MODERN ECONOMIES (THE CASE OF THE REPUBLIC OF ALBANIA)

The article deals with the basic resources and the vectors of ecological tourism development in Albania as a new region for eco travel, previously not popular but having great prospects for development through mainstreaming the rational nature management. The authors highlight the impact of tourism development on the environment, the role of ecological tourism in sustainable development of the countries of the world, the value relevance of environmental management tourism and its basic principles. The article also describes the prerequisites, trends and prospects of development of ecological tourism in Albania, the main objectives for optimization and further efficient formation of ecological tourism as a basic direction in the tourism sphere of the country. The authors give recommendations for the promotion of ecotourism in the country as a key element of tourism business; the active promotion of ecotourism of Albania for Russian tourists; focusing attention on rural and mountain tourism as ecotourism areas; intensification of marketing tools aimed at increasing awareness of Albania as a brand in the world of tourism; finding ways of legal regulation of tourist activities in the country