Brunilda Liçaj Lecturer “ A.Moisiu” University of Durrës
Albergo diffuso.Developing tourism through innovation and
tradition. The case of Albania
The 1th International Conference for Graduate Research in Tourism, Hospitality and Leisure
1 October 2010 -Shkoder, Albania
BRUNILDA LIҪAJ - Candidate PhD“A. Moisiu” University - Durres, Albania
ARMADA MOLLA - MSsChairwoman – ADCT Association for Development of Cultural Tourism, Tirana Albania
“PEEPING” TOURIST A CASE STUDY OF THE UNIQUE STATE TOURIST
AGENCY IN ALBANIA ALBTURIST
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ABSTRACT
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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
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1. INTRODUCTION
5. CONCLUSION
6. BIBLIOGRAPHY
4. “PEEPING TOURIST”
2. THE ALBANIAN TOURISM DURING THE COMMUNIST ERA
3. THE STATE TOURISM ENTERPRISE “ALBTURIST”
TABLES OF CONTENTS
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INTRODUCTION –KEY FACT-1
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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
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GRAND HOTEL ELBASAN ‘30
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ABANIAN TOURISTIC ASSETS & INFRASTRUCTURE
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Source : Albanian State’s Archive
Xhamia e Haxhi Ethem Beut' E’Them Bey Mosque
1794-1821 (building period)
The famous Kafja e MadheThe Grand Café
Or Grand Hotel SAVOIAShkodra
Kulla e SahatitTirana Clock Tower
1822
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ALBANIAN TOURISM 1945-1990
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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
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Table 1: The distribution of the balneary center in national level
Years 1970 1975 1980 1987
Balneary center 6 6 6 6
Beds 405 640 700 640
Vacantioner 6.871 8.666 11.759 13.523
Communist ideology:
Private property was
totally abolished;
Socialist property of two
typically forms;
the state property
the cooperatives
Source: ISTAT Albania
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THE TOURISTIC PRODUCTS DURING THE COMMUNIST REGIME (1945-1990)
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Albturist Tourism in holiday villages
Tourism in the government holidays centers
The private Tourism
Massive tourismThe Tourism of Events
Medical Tourism
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STATE TOURISM ENTREPRISE- ALBTURIST
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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
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Main directions Main directions Main directions Main directions
NetworkOf
Hotel Tourism
Bus networkAlbturist
“Promotion” of Tourism as
Demagogy
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ALBTURIST TOURISM HOTEL AND STATISTICS
YearsNr. 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
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Table 2: The foreign tourists in Albania recorded in several years
Source: ISTAT Albania
ALBTURIST HOTEL
1.Hotel Vollga Durres ( 1938)2.Hotel Dajti Tirane ( 1939-1943)
Capacity 98 luxury room3.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 Korca12.Hotel Shkodra,13.Hotel Saranda14.Hotel Drini etc.,
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FOREIGN VISITOR ORIGINE
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Before 1961
Soviet Union
Czech
The role of ALBTURIST
change when it starts to organize
National Folk Festivals
Comunist block
China
Austria
France
Italy, Sweden
1961-1980
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Aircraft companies Aircraft companies
JAT MalevInterflugSwiss Air (1968 )Tirana to ZurichLufthansa 1987
Statistics1960-1990
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
AEROPORT : ONLY ENTRANCE
“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”
Source: The memories of a German journalist: “Der Spiegel” 30.06.1975
E. Hoxha: Chez nous le tourisme n'est pas une industrie ni un moyen de corruption et de vagabondage.
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TOURISTIC PROPAGANDA OF ALBTURIST propaganda
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BROCHURESBROCHURES
• 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'
HOTEL ALBTURIST PROMOTION’S LEAFLETS HOTEL ALBTURIST PROMOTION’S LEAFLETS
Source : Archiva of States
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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
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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.
Source: The memories of a German journalist: “Der Spiegel” 30.06.1975
The hotels, mainly- Russian built, are huge with vast ' dining halls with pillars, chandeliers, drapes and marble floors
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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
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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
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CONCLUSIONS
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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
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Albania easy to get in, hard to
get out
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REFERENCES
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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:ThessaloniquesEconomist (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 11Jenkins,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_2011Kaser, M. Albania under and after Enver Hoxha. Joint Economic: United States Congress, 99th, 2d Session,1-21Marmullaku, R.(1975) Albania and the Albanians” Hamden, New York: Archon BooksP. Sandstorm and O. Sjoberg (1991) Albanian economic performance: Stagnation in the 1980. Soviet Studies, 43(5):931 947Panarity.M.(1957) Albania: The Rock Garden of Southeastern Europe and Other Essays. Boston: Pan-Albanian Federation of AmericaSalmon, 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
ARMADA MOLLA ADCT
(Association for Development of Cultural Tourism)
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