How Albania Used Tourism to Shape the Country’s Image Before the 1990s

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03.04.2026 Albania Tirana   47
How Albania Used Tourism to Shape the Country’s Image Before the 1990s

Before the 1990s, the Albanian authorities did not treat tourism as a genuine economic activity. Instead, it served as a showcase for the achievements of the communist state, intended to impress foreign visitors.


Throughout the communist era, the arrival of foreigners—whether for leisure or other reasons—was a rarity. According to the Albanian Telegraphic Agency (ATA), visits were heavily restricted.


In the immediate post‑World War II period, traveling to Albania was practically impossible, with the state exercising tight control over any entry.


Officials kept a close watch on visitors’ attire, hairstyles and other personal aspects to avoid any “foreign” influence, reflecting the regime’s broader policy of regulating public appearance and behaviour.


The ATA’s archives contain photographs from organized tourist trips. Images from the summer of 1958 show a group of German tourists documented by ATA photographers during their stay—from disembarking by ship, relaxing on the beaches of Durrës, to sightseeing in Tirana. At that time, foreign guests were accommodated at the Adriatik Hotel in Durrës.

Source: www.cereport.eu

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