From the Grand Tour to Social Media: The metamorphosis of touristic landscapes representation in the case of Albania

Nowadays, the representation of a site plays even more of a fundamental role in its touristic development than in the past. Due to technological innovation, the touristic system of information about a destination – also known as a “marker” – is in continuous and rapid transformation. Social media and social networks are increasingly responsible for providing subjective images of a site and consequently influence other people’s perceptions of a place. In general, the whole Balkans region has been strongly affected by its representation. This paper intends to explore in particular the history of Albanian tourism development and its representation in the last century, aiming to systematise different sources in order to provide a clearer framework of Albanian touristic images’ impact on landscapes. After reviewing the history, the study will focus on the promotion strategies adopted by the governing bodies of Albania and the public-private initiatives in different historical periods, from the advertisement campaigns dating back to 1928 to the hashtag #coloursofalbania launched in 2015. The final considerations concern the impact of the metamorphosis of these images on touristic development and the promotional tools that are used. Today, tourism is often assumed to be a great opportunity for developing countries despite its high risks. The analysis of the touristic image, its evolution and its effect on the territory in terms of landscape transformations is the starting point for the construction of a new touristic image. Consequently, Albania can promote a more sustainable development based on respect for the landscape.