The magazine Drini was published during the Italian occupation of Albania, which collected writings of relevant intellectuals of the time on its cities, its artistic heritage, its nature, at the dawn of cultural tourism in Albania.
Nowadays cultural tourism, based on the enhancement of the material and immaterial cultural heritage, is identified as a sustainable tourism, an excellent solution to mass tourism that produces negative effects, such as the high number of visitors and the preferential concentration of tourist activities in limited areas. Degree Thesis of Silvia Masciali
In recent times, therefore, the need to review the tourist offer has emerged, focusing on sustainable tourism which includes resource management so that economic, social and aesthetic needs can be met by maintaining cultural integrity, essential ecological processes, biological diversity and living systems (OMT) . It is also considered essential to preserve the traces, monuments and artifacts of human civilizations.
Tourism can be considered sustainable if in its planning it takes into account the ecological and socio-cultural carrying capacity, involving the communities that live in the destination area of the movements. Cultural tourism is a resource of sustainable economic development, which provides for the participation of local communities and requires suitable management strategies that preserve and promote cultural heritage.
The tourism sector must be integrated into the economic and growth policies in place, in order to mitigate some of the negative economic and social impacts of mass tourism.
The change that we are trying to achieve in the tourism sector involves all countries, especially nations such as Albania, which most of all, due to various historical and social situations, need a similar renewal, which brings economic development such as not to damage the company.
Albania in the last 50 years has remained hidden under the communist regime that isolated the country from the rest of Europe, abolishing any kind of free movement, until the early years of the 90, when the regime collapsed and independence was been reached. Before the 1944 a rapid development of Albanian culture was seen.
The magazine "Drini", born in the 1941 in Tirana, was the first attempt to make the Albanian territory known to Europe.
DRINI, monthly bulletin of Albanian tourism (initially conceived as a news agency), was founded and directed by Dr. Francesco Tagliarini, then Consultant for Tourism at the Presidency of the Council of the Kingdom of Albania.
The magazine was born in the 1941 in Tirana, its publication lasted from March 1941 to the 1943 April.
The birth of the magazine "Drini" is placed in a particular historical context. Between the 1939 and the 1943, the Italian military occupation took place in Albania. The crown of the Albanian Kingdom was assumed by Vittorio Emanuele III of Italy, following the war promoted by the fascist regime and the establishment of the Italian Protectorate of the Kingdom of Albania.
The military occupation of Albania by the Kingdom of Italy took place on the 7 April 1939. The Albanian armed resistance proved insufficient against the Italian armed forces, and consequently Albania ceased to exist as an independent state.
The Italians established an Albanian puppet government with a new constitution that transformed Albania into the Italian Protectorate of the Kingdom of Albania.
Albanian foreign affairs, as well as natural resources, fell under the direct control of Italy. Throughout the occupation, thousands of Italian settlers arrived in Albania, including workers whose purpose was to modernize the country, build roads, railways and infrastructure.
The fascist regime, in the period of Italian occupation in Albania, was concerned to give its authority and will in all the aspects that a society can manage, also in the tourist field and, therefore, in the promotion of the territory.
The magazine "Drini" was born from this desire, and became the spokesperson for the situation in which the Albanian society was in the 40 years.
"Drini" was published in two languages: Italian and Albanian, thus allowing a greater diffusion in all the environments interested in tourism, even the Italian ones.
The magazine's primary objective was to disseminate information concerning various sectors of Albanian society, in order to promote local tourism.
Each issue of the magazine contained articles that dealt with Albanian history, popular arts, tourist sites, especially various articles on the Albanian Alps, archeology, local flora, legends and also the Albanian colonies in Sicily, in addition, in the magazine there was a section with the timetables of the public car lines that connected Tirana with Scutari, Durazzo and other locations in Albania.
An interesting aspect of the magazine were those articles which cited the legislative initiatives that were gradually issued for the restructuring of the hotels, very lacking in Albania in those years, and the birth of the hotel school, created to train the staff in charge of tourist accommodation .
The article, published in "Drini" year III, N.5, of the 1942, is in fact unique, informing us of the creation of an institution that had the purpose of bringing a profound restructuring with the necessary, then modern, equipment in some hotels Albanians, located in the most important centers of Albania.
The entity called ETA, the Albanian Tourist Board, was founded in 1940 on the basis of an agreement with the Albanian government, on the initiative of the then Sub-secretary of Albanian Affairs and with the financial collaboration of the Ministers of Finance and Popular Culture of the government of Rome.
The success of the magazine was facilitated by the involvement of prestigious collaborators, among them personalities such as the great albanologist Father Giuseppe Valentini SJ, the famous mountaineer Piero Ghiglione, the geographers Antonio Baldacci and Pellegrino Sestieri, the poet Adriano Grande, the illustrious journalist Indro Montanelli, the famous Albanian writer Ernest Koliqi, and other important figures.
The collaborators who wrote for the magazine "Drini", were fans of Albania and arrived there for different reasons, subsequently, they had made their work a unique experience that they then wanted to transmit to others through their articles. These people, as well as travelers who, throughout history, explored Albania, sensed that this country was a rare cultural resource that had to be revealed.