The 1th International Conference for Graduate Research in Tourism, Hospitality and Leisure 1 October 2010 -Shkoder, Albania
“PEEPING” TOURIST A CASE STUDY OF diffuso. THE UNIQUE STATE TOURIST Albergo AGENCY IN ALBANIA Developing tourism through innovation and tradition. ALBTURIST The case of Albania BRUNILDA LIҪAJ - Candidate PhD “A. Moisiu” University - Durres, Albania ARMADA MOLLA - MSs Chairwoman – ADCT Association for Brunilda DevelopmentLiçaj of Cultural Tourism, Tirana Albania
Lecturer “ A.Moisiu” University of Durrës
ABSTRACT
OBJECTIVES To analyze the development of the Albanian tourism under 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 2 This information is confidential and iswas prepared bywas Bain & Company for the usefor of the ouruse client; is notitto on byonany 3rd3rd party without writtenconsent. consent. This information confidential and prepared by Bainsolely & Company solely of ourit client; is be not relied to be relied by any party withoutBain's Bain's prior prior written
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 3 This information is confidential and iswas prepared bywas Bain & Company for the usefor of the ouruse client; is notitto on byonany 3rd3rd party without writtenconsent. consent. This information confidential and prepared by Bainsolely & Company solely of ourit client; is be not relied to be relied by any party withoutBain's Bain's prior prior written
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
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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 5 This information is confidential and iswas prepared bywas Bain & Company for the usefor of the ouruse client; is notitto on byonany 3rd3rd party without writtenconsent. consent. This information confidential and prepared by Bainsolely & Company solely of ourit client; is be not relied to be relied by any party withoutBain's Bain's prior prior written
GRAND HOTEL ELBASAN ‘30
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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 7 This information is confidential and iswas prepared bywas Bain & Company for the usefor of the ouruse client; is notitto on byonany 3rd3rd party without writtenconsent. consent. This information confidential and prepared by Bainsolely & Company solely of ourit client; is be not relied to be relied by any party withoutBain's Bain's prior prior written
ALBANIAN TOURISM 1945-1990
The services have influence in the distribution of prosperity, but they do not have influence in GDP configuration
Government was the only authority of tourism monopoly
Based its policy on the ideology of Karl Marx's theory Marginal role in the economy
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ALBANIAN TOURISM DURING THE COMMUNIST ERA
Table 1: The distribution of the balneary center in national level
Communist ideology:
Private property was totally abolished;
Socialist property of two typically forms;
the state property
the cooperatives
Years
1970
1975
1980
1987
Balneary center
6
6
6
6
405
640
700
640
Beds
Vacantioner 6.871
8.666
11.759 13.523
Source: ISTAT Albania
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THE TOURISTIC PRODUCTS DURING THE COMMUNIST REGIME (1945-1990)
Massive tourism
The Tourism of Events
The private Tourism
Medical Tourism
Albturist
Tourism in holiday villages
Tourism in the government holidays centers
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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”
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ALBTURIST ACTIVITIES
Main directions
Network Of Hotel Tourism
Bus network Albturist “Promotion” of Tourism as Demagogy
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ALBTURIST TOURISM HOTEL AND STATISTICS
ALBTURIST HOTEL Table 2: The foreign tourists in Albania recorded in several years Source: ISTAT Albania
Years
Nr. of tourist
Presents
Over night
Income ($)
1956
280
3.612
12.09
23.000
1960
6065
85.516
14.01
409.000
1970
3.531
19.985
7.09
380.000
1980
3.748
39.491
10.05
1.475.000
1. Hotel Vollga Durres ( 1938) 2. Hotel Dajti Tirane ( 1939-1943) Capacity 98 luxury room 3. King Zog's summer residence 4. Hotel Adriatic (1958) 54 rooms (3 suites and 51 double rooms) 5. Hotel Apollonia ((1961-1962) 6. Hotel Kruja (1961-1962) 7. Hotel Durresi (1961-1962) 8. Hotel Gjirokastra ( 1963) 9. Hotel Fieri (1965) 10. Hotel Vlora, 11. Hotel Korca 12. Hotel Shkodra, 13. Hotel Saranda 14. Hotel Drini etc.,
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FOREIGN VISITOR ORIGINE
The role of ALBTURIST
Before 1961
change when it starts to organize
National Folk Festivals
Soviet Union
Czech Comunist block
1961-1980
France
China Austria Italy, Sweden 14 This information is confidential and iswas prepared bywas Bain & Company for the usefor of the ouruse client; is notitto on byonany 3rd3rd party without writtenconsent. consent. This information confidential and prepared by Bainsolely & Company solely of ourit client; is be not relied to be relied by any party withoutBain's Bain's prior prior written
AEROPORT : ONLY ENTRANCE
Aircraft companies
JAT
Malev Interflug Swiss Air (1968 )Tirana to Zurich Lufthansa 1987
E. Hoxha: Chez nous le tourisme n'est pas une industrie ni un moyen de corruption et de vagabondage.
“the man bearded travelers were shave off and cut the long hairs, while
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
dressed on western
the female tourists
miniscirts and long trausers ala-
style
replaced
with
local
dress
produced in the country, before they cross the borders”
Source: The memories of a German journalist: “Der Spiegel” 30.06.1975
15
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TOURISTIC PROPAGANDA OF ALBTURIST propaganda
HOTEL ALBTURIST PROMOTION’S LEAFLETS
BROCHURES
• 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
16
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PEEPING TOURIST
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TOURIST FACTS
1.
Entry visa system in Albania was very tight
2. People from Israel, USA, and South Africa were not allowed 3. Visitors should follow the rules in terms of behavior and way of dressing 4. Not allowed for religious materials or other materials against the ideology of the state
5. Not allowed cameras and photographic equipments 6. Tourist group no more than 30 person, organised with bus 7. Tourism in Albania developed just after the Enver Hoxha’s death (1985)
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GUIDES AND MAGAZINES dedicated ALBANIA
Dutch Magazine: International Times 1979
ALBANIE Emanuel ZAKHOS Petite Planète
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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 20
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INSTEAD OF RESORTS.... “MUSHROOMS” 750.000 bunkers were build in Albanian
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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
22
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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
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The promise future of the Albanian Tourism
Albania easy to get in, hard to get out
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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 Soviet Economic 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.
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Brunilda LICAJ “A.Moisiu” University Durrës
[email protected]
ARMADA MOLLA ADCT (Association for Development of Cultural Tourism)
[email protected]
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