DMO Albania is committed to branding Gjirokastra, the jewel of Albania. Branding a destination is far more than doing the website. Instead, the website is only the starting point. The update, the continuation, the ranking, social media activity and engagement is what counts. The final goal is to make the destination heard, so that visitors start searching for it, and plan ahead to visit. Another challenge is the short stay. Gjirokastra is a short stop, we aim for people to stay longer than one night. If we would manage to make known not only the city but all surrounding areas, people will consider to prolong their stay in order to visit all. This would be a mission completed.