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Albergo diffuso. Developing tourism through innovation and tradition. The case of Albania

Albergo diffuso. Developing tourism through innovation and tradition. The case of Albania. P. The 1th International Conference for Graduate Research in Tourism, Hospitality and Leisure 1 October 2010 - Shkoder, Albania. “PEEPING” TOURIST

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Albergo diffuso. Developing tourism through innovation and tradition. The case of Albania

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  1. Albergo diffuso.Developing tourism through innovation and tradition. The case of Albania P The 1th International Conference for Graduate Research in Tourism, Hospitality and Leisure 1 October 2010 -Shkoder, Albania “PEEPING” TOURIST A CASE STUDY OF THE UNIQUE STATE TOURIST AGENCY IN ALBANIA ALBTURIST BRUNILDA LIҪAJ - Candidate PhD “A. Moisiu” University - Durres, Albania ARMADA MOLLA - MSs Chairwoman – ADCT Association for Development of Cultural Tourism, Tirana Albania Brunilda Liçaj Lecturer “ A.Moisiu” University of Durrës

  2. ABSTRACT • OBJECTIVES • To analyze the development of the Albanian tourismunder State Agency called ALBTURIST (1956-1990) • To make present the role of Albturist “promoting” the Albanian tourism • To enlight the role of Albturist in surveillance of tourists • METHODOLOGY - Research and analysis • Resources: • Original records from the Albanian State Archives • Articles published both in Albanian and foreign press of that period • Memories of former employees of this agency • KEYWORDS: tourism, communism period, promotion, tourist survey, intelligence surveillance

  3. TABLES OF CONTENTS 1. INTRODUCTION 2. THE ALBANIAN TOURISM DURING THE COMMUNIST ERA 3.THE STATE TOURISM ENTERPRISE “ALBTURIST” 4. “PEEPING TOURIST” 5. CONCLUSION 6. BIBLIOGRAPHY

  4. INTRODUCTION –KEY FACT-1 • The tourism sector in Albania experienced a late development ; • The earliest investments through the beginning of 20th century; • 1928 King Zog speaks about the improvements that he wanted to do in order to attract tourists; • 1933 founded “The Tourism and Albanian automotive Club”; • 1939 The first Albanian Guide in Italian Language ; First edition of “Guida dell’Albania” Touring Club Italiano 1939

  5. INTRODUCTION –KEY FACT- 2 The touristic Albanian property layout consist off: • 8 Historical centers, • 75 town, • 115 religion cults (Churches, Monasteries, Mosque, hundred bridges)etc • Source: VLORA. K. A.(1979) • La nuova Albania

  6. GRAND HOTEL ELBASAN ‘30

  7. ABANIAN TOURISTIC ASSETS & INFRASTRUCTURE Kulla e Sahatit Tirana Clock Tower 1822 Xhamia e Haxhi Ethem Beut' E’Them Bey Mosque 1794-1821 (building period) The famous Kafja e Madhe The Grand Café Or Grand Hotel SAVOIA Shkodra Source : Albanian State’s Archive

  8. Government was the only authority of tourism monopoly Based its policy on the ideology of Karl Marx's theory Marginal role in the economy ALBANIAN TOURISM 1945-1990 The services have influence in the distribution of prosperity, but they do not have influence in GDP configuration

  9. ALBANIAN TOURISM DURING THE COMMUNIST ERA • Communist ideology: • Private property was totally abolished; • Socialist property of two typically forms; • the state property • the cooperatives Table 1: The distribution of the balneary center in national level Source: ISTAT Albania

  10. THE TOURISTIC PRODUCTS DURING THE COMMUNIST REGIME (1945-1990) Massive tourism The Tourism of Events Albturist The private Tourism Tourism in holiday villages Medical Tourism Tourism in the government holidays centers

  11. STATE TOURISM ENTREPRISE- ALBTURIST • ALBTURIST: Founded 1956 • Specific condition: • Alliances between the socialist camp countries; • KNER (Council of Mutual Emergency Aid) meeting held in 1956) • “Albania should be the touristic destination for the KNER's countries”

  12. Network Of Hotel Tourism Bus network Albturist “Promotion” of Tourism as Demagogy ALBTURIST ACTIVITIES Main directions

  13. ALBTURIST TOURISM HOTEL AND STATISTICS • ALBTURIST HOTEL • Hotel VollgaDurres ( 1938) • Hotel DajtiTirane ( 1939-1943) • Capacity 98 luxury room • King Zog'ssummer residence • Hotel Adriatic (1958) 54 rooms (3 suites and 51 double rooms) • Hotel Apollonia((1961-1962) • Hotel Kruja (1961-1962) • Hotel Durresi (1961-1962) • Hotel Gjirokastra ( 1963) • Hotel Fieri (1965) • Hotel Vlora, • Hotel Korca • Hotel Shkodra, • Hotel Saranda • Hotel Drini etc., Table 2: The foreign tourists in Albania recorded in several years Source: ISTAT Albania

  14. FOREIGN VISITOR ORIGINE The role of ALBTURIST change when it starts to organize National Folk Festivals Before 1961 Soviet Union Czech 1961-1980 Comunist block France China Austria Italy, Sweden

  15. AEROPORT : ONLY ENTRANCE Aircraft companies E. Hoxha: Chez nous le tourisme n'est pas une industrieni un moyen de corruption et de vagabondage. • JAT • Malev • Interflug • Swiss Air (1968 )Tirana to Zurich • Lufthansa 1987 • “the man bearded travelers were shave off and cut the long hairs, while the female tourists dressed on miniscirts and long trausers ala-western style replaced with local dress produced in the country, before they cross the borders” • Statistics • 1960-1990 • The Albanian Tourism Statistics shown a law scale of tourism industry development which range to 1.6% of the tourism industry developed in the Albanian’ neighbors Greece or Yugoslavia Source: The memories of a German journalist: “Der Spiegel” 30.06.1975

  16. TOURISTIC PROPAGANDA OF ALBTURIST propaganda BROCHURES HOTEL ALBTURIST PROMOTION’S LEAFLETS • Albanie Pays de Tourism (Albturist 1958) • Guide d'Albanie (avec un petit Manuel de conversation) Albturist, 1958 • Albanien. A Handbook for New vanner, vetgiriga Stockholm 1976 • pocket-size Tourist guide book was published in the late 1960 (Albturist, 1969) • Even this.... • Hall • described the role of Albturist: • 'the tourist finds his/her role • becoming one of passive sponge' Source : Archiva of States

  17. PEEPING TOURIST

  18. TOURIST FACTS Entry visa system in Albania was very tight People from Israel, USA, and South Africa were not allowed Visitors should follow the rules in terms of behavior and way of dressing Not allowed for religious materials or other materials against the ideology of the state Not allowed cameras and photographic equipments Tourist group no more than 30 person, organised with bus Tourism in Albania developed just after the EnverHoxha’s death (1985)

  19. GUIDES AND MAGAZINES dedicated ALBANIA Dutch Magazine: International Times 1979 ALBANIE Emanuel ZAKHOS Petite Planète

  20. TOURISTS ‘ REAMRKS Albturist have shiny and new coaches for trucking visitors around… …You feel embarrassingly flash and it's like being in a fish tank being peered at like human UFOs, even though you're wearing your drabbest gear. …You're not allowed to take local buses or go off alone anywhere. The hotels, mainly- Russian built, are huge with vast ' dining halls with pillars, chandeliers, drapes and marble floors Source: The memories of a German journalist: “Der Spiegel” 30.06.1975

  21. INSTEAD OF RESORTS.... “MUSHROOMS”750.000 bunkers were build in Albanian

  22. MEDIA AND ART in the FUNCTION OF PROPAGANDA Albanian Filmic fragments show the state security activities towards the foreign touris (“Peeping tourist”) An extremely sophisticated surveillance of the foreign visitors “the rhetoric of xenophobia of the Albanian state” in the name of safety of the host population and foreign guest. Albania was the 1st place in East Europe statistics for the usage of the slogans along its roads, whose traces are still alive and inevitable

  23. CONCLUSIONS 1. The fewer interest of the Albanian Communist Government in development of the Albanian tourism was as the result of "isolation policy” of the regime. 2. The need for foreign currency as the result of trade import & export led the government to give more attention to the Tourism industry as the only foreign currency resource. 3. The Tourism role change in the late '80 4. The final countdown begun as the tourists interest to Albania grow up immediately. 5. Actually, The Albanian tourism has the helmsman status of the Albanian economy

  24. The promise future of the Albanian Tourism Albania easy to get in, hard to get out

  25. REFERENCES • Albania Moving Along, But Slowly, Radio Free Europe/Radio Liberty,Report on Eastern Europe, 2, No. 1, January 5, 1990. • Anamali,S and Adhami,S.(1974Mosaiques de l’Albanie. Tirana:8 Nentori. • Collombon, J.M (2001) Le tourism solidaire en zones rurales du sud de l’Albanie. Technical report. • Ducellier, A.(1981) La facada marittime de L'Albanie au Moyen Age.Insitute for Balkan Studies:Thessaloniques • Economist (1977) “Hoxha's happy land“Economist 263, 14 May 54–7 • Economist (1978) “Tales from Albania's beaches” Economist 266, 4 March 50 • Freedman, Robert Owen.(1970) Economic Warfare in the Communist Bloc: A Study of SovietEconomic Pressure Against Yugoslavia, Albania, and Communist China. New York: Praeger, • Hall, D.R. (1994) Albania and the Albanians, Pinter: London • Hall, D.R. (1990) Stalinism and tourism: a study of Albania and North Korea .Annals of Tourism Research 1, 36–54 • Hall, Dr. (1984) Foreign tourism under socialism: the Albanian “Stalinist” model. Annals of Tourism Research 11 • Jenkins,L.(1976) Albania the land of eagles. Port Talbot Guardian: 13April. • Karin, T (2011). From trips to modernity to holidays in nostalgia: tourism history in eastern and southeastern Europe.Tension of Europe/ Inventing Europe: Working paper WP_2011 • Kaser, M. Albania under and after Enver Hoxha. Joint Economic: United States Congress, 99th, 2d Session,1-21 • Marmullaku, R.(1975) Albania and the Albanians”Hamden, New York: Archon Books • P. Sandstorm and O. Sjoberg (1991) Albanian economic performance: Stagnation in the 1980. Soviet Studies, 43(5):931 947 • Panarity.M.(1957) Albania: The Rock Garden of Southeastern Europe and Other Essays. Boston: Pan-Albanian Federation of America • Salmon, S.( 2006) Marketing socialism: Inturist in the late 1950s and early 1960s in Gorsuch A E and Koenker D P Turizm: the Russian and East European tourist under capitalism and socialism Cornell University Press, Ithaca NY 186–204 • Skendi, S (1956) Albania. New York: Praeger.

  26. Thank You! Brunilda LICAJ “A.Moisiu” University Durrës brunildalicaj@uamd.edu.al ARMADA MOLLA ADCT (Association for Development of Cultural Tourism) adctinfo@gmail.com

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