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Brunilda Liçaj Lecturer “ A.Moisiu” University of Durrës Albergo diffuso. Developing tourism through innovation and tradition. The case of Albania The.

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Presentation on theme: "Brunilda Liçaj Lecturer “ A.Moisiu” University of Durrës Albergo diffuso. Developing tourism through innovation and tradition. The case of Albania The."— Presentation transcript:

1 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 Shkoder, Albania BRUNILDA LI Ҫ AJ - Candidate PhD “A. Moisiu” University - Durres, Albania ARMADA MOLLA - MSs Chairwoman – ADCT Association for Development of Cultural Tourism, Tirana Albania “PEEPING” TOURIST A CASE STUDY OF THE UNIQUE STATE TOURIST AGENCY IN ALBANIA ALBTURIST

2 This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied on by any 3rd party without Bain's prior written consent. ABSTRACT 2 OBJECTIVES  To analyze the development of the Albanian tourism under State Agency called ALBTURIST ( )  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 This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied on by any 3rd party without Bain's prior written consent. 3 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

4 This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied on by any 3rd party without Bain's prior written consent. INTRODUCTION –KEY FACT-1 4  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 This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied on by any 3rd party without Bain's prior written consent. 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 This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied on by any 3rd party without Bain's prior written consent. GRAND HOTEL ELBASAN ‘30 6

7 This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied on by any 3rd party without Bain's prior written consent. ABANIAN TOURISTIC ASSETS & INFRASTRUCTURE 7 Source : Albanian State’s Archive Xhamia e Haxhi Ethem Beut' E’Them Bey Mosque (building period ) The famous Kafja e Madhe The Grand Café Or Grand Hotel SAVOIA Shkodra Kulla e Sahatit Tirana Clock Tower 1822

8 This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied on by any 3rd party without Bain's prior written consent. ALBANIAN TOURISM The services have influence in the distribution of prosperity, but they do not have influence in GDP configuration 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

9 This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied on by any 3rd party without Bain's prior written consent. ALBANIAN TOURISM DURING THE COMMUNIST ERA 9 Table 1: The distribution of the balneary center in national level Years Balneary center6666 Beds Vacantioner Communist ideology:  Private property was totally abolished;  Socialist property of two typically forms;  the state property  the cooperatives Source: ISTAT Albania

10 This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied on by any 3rd party without Bain's prior written consent. THE TOURISTIC PRODUCTS DURING THE COMMUNIST REGIME ( ) 10 Albturist Tourism in holiday villages Tourism in the government holidays centers The private Tourism Massive tourism The Tourism of Events Medical Tourism

11 This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied on by any 3rd party without Bain's prior written consent. STATE TOURISM ENTREPRISE- ALBTURIST 11 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 This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied on by any 3rd party without Bain's prior written consent. ALBTURIST ACTIVITIES 12 Main directions Network Of Hotel Tourism Bus network Albturist Bus network Albturist “Promotion” of Tourism as Demagogy

13 This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied on by any 3rd party without Bain's prior written consent. ALBTURIST TOURISM HOTEL AND STATISTICS Years Nr. of tourist PresentsOver night Income ($) 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 ( ) 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 (( ) 6.Hotel Kruja ( ) 7.Hotel Durresi ( ) 8.Hotel Gjirokastra ( 1963) 9.Hotel Fieri ( 1965) 10.Hotel Vlora, 11.Hotel Korca 12.Hotel Shkodra, 13.Hotel Saranda 14.Hotel Drini etc.,

14 This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied on by any 3rd party without Bain's prior written consent. FOREIGN VISITOR ORIGINE 14 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

15 This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied on by any 3rd party without Bain's prior written consent. 15 Aircraft companies  JAT  Malev  Interflug  Swiss Air (1968 )Tirana to Zurich  Lufthansa 1987 Statistics 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” E. Hoxha: Chez nous le tourisme n'est pas une industrie ni un moyen de corruption et de vagabondage.

16 This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied on by any 3rd party without Bain's prior written consent. TOURISTIC PROPAGANDA OF ALBTURIST propaganda 16 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 ' HOTEL ALBTURIST PROMOTION’S LEAFLETS Source : Archiva of States

17 This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied on by any 3rd party without Bain's prior written consent. PEEPING TOURIST 17

18 This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied on by any 3rd party without Bain's prior written consent. 18 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)

19 This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied on by any 3rd party without Bain's prior written consent. 19 GUIDES AND MAGAZINES dedicated ALBANIA Dutch Magazine: International Times 1979 ALBANIE Emanuel ZAKHOS Petite Planète

20 This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied on by any 3rd party without Bain's prior written consent. TOURISTS ‘ REAMRKS 20 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” The hotels, mainly- Russian built, are huge with vast ' dining halls with pillars, chandeliers, drapes and marble floors

21 This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied on by any 3rd party without Bain's prior written consent. INSTEAD OF RESORTS.... “MUSHROOMS” bunkers were build in Albanian 21

22 This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied on by any 3rd party without Bain's prior written consent. MEDIA AND ART in the FUNCTION OF PROPAGANDA 22 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 1 st place in East Europe statistics for the usage of the slogans along its roads, whose traces are still alive and inevitable

23 This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied on by any 3rd party without Bain's prior written consent. CONCLUSIONS 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 This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied on by any 3rd party without Bain's prior written consent. The promise future of the Albanian Tourism 24 Albania easy to get in, hard to get out Albania easy to get in, hard to get out

25 This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied on by any 3rd party without Bain's prior written consent. REFERENCES 25  Albania Moving Along, But Slowly, Radio Free Europe/Radio Liberty,Report on Eastern Europe, 2, No. 1, January 5,  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 Soviet Studies, 43(5):  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 This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied on by any 3rd party without Bain's prior written consent. 26 Brunilda LICAJ “A.Moisiu” University Durrës ARMADA MOLLA ADCT (Association for Development of Cultural Tourism)


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