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The court ruled that Kosovo’s 2008 declaration of independence did not violate international law. Kosovo’s independence, in other words, was deemed by the court to be legal.
Yesterday, Marc Weller, a University of Cambridge International Law scholar, had this to say for Radio Free Europe Radio Liberty about the ruling’s prospective result: “anything that is not a clear condemnation of Kosovo will be perceived, rightly or wrongly, as a vindication of Kosovo’s claim to independence.”
Weller went on to predict that Kosovo would see a wave of recognitions by other countries (in addition to the 69 countries currently recognizing Kosovo) following a ruling that the country did not obtain its statehood illegally.
Following today’s ruling, Kosovo will no doubt have an easier time attracting foreign investment. Serbia should also benefit from increased trade and investment and emerge from this decision with an easier path to European Union accession.
In line with anticipated increased foreign investment, Kosovo should see some development as a tourist destination. Several of the country’s larger cities (Pristina, Prizren, and Peja) all have tourism potential, as do Kosovo’s beautiful Serbian Orthodox monasteries of Gracanica and Visoki Decani.
You were a cheerleader, you dated a cheerleader, or you hated the cheerleaders. As I recall, that’s how high school worked.
Thanks to travel PR, that same primeval paradigm lives on long after graduation. That miniskirts-shouting-slogans thing still works, whether you’re a used car salesman, Miley Cyrus on VH1 or the tourist board of a small Balkan nation. When it comes to selling your destination in today’s busy world of busy people, a country’s name just isn’t enough–just like school spirit, you need colors, a pep band, a mascot, a brand and most important–a cheer.
It’s tragic but true: tourist boards don’t trust their country’s name to inspire appropriate thoughts in your brain. Toponyms are too open-ended and too untrustworthy–also, way too obvious. For example, what’s the first thing that pops into your head when I say . . . Monte Carlo? How about Australia? The Bahamas? Kuwait? The Gambia?
Whatever you’re thinking, it’s not enough. Tourist boards want you to choose their destination over all others, then allocate all of your vacation days to them and then come spend your money on very specific things–like miniature golf by the sea or hot air balloon rides across the prairie. In short, they want your school spirit so much they’re churning out cheers to fill up all the Swiss cheese holes in your mental map of the world.
Like a good cheer, a good destination slogan is simple and so memorable it sticks in your head like two-sided tape. Sex sells, but then so does love: “Virginia is for Lovers”, Hungary offers visitors “A Love for Life”, Albania promises “A New Mediterranean Love”, while the highlighted “I feel Slovenia” spells out sweetly “I Feel Love”. Meanwhile, Bosnia & Herzegovina call themselves “the Heart Shaped Land” and Denmark’s logo is a red heart with a white cross. Colombia and Dubai have red hearts in their logo. Everybody else uses sunshine.
There is a direct correlation between sunshine deprivation and travelers with disposable income–sunny places sell, which is why Maldives is “the Sunny Side of Life”, Sicily says “Everything else is in the shade”, Ethiopia quizzically boasts “13 Months of Sunshine”, Portugal is “Europe’s West Coast”, and Spain used to be “Everything Under the Sun”. Spain was also the first country ever to have a logo-the splashy red sun painted by Joan Miró in 1983. Some destination logos work–like the black and red “I LOVE NY” design of Milton Glaser that’s been around ever since the 70s. Others fail to grasp the spirit of a place (cough, Italia). Reducing one’s country to a crazy font and some cheesy clip art often detracts from that country’s best assets. Like nature.
When chasing the crunchy yuppie granola suburbanite dollar on vacation, you’ve gotta roll out Nature and promise them the kind of purity that lacks from their daily life. British Virgin Islands claims “Nature’s Little Secrets” while Belize counterclaims with “Mother Nature’s Best Kept Secret”. Switzerland urges us to “Get Natural”, Poland is “The Natural Choice”, Iceland is “Pure, Natural, Unspoiled”, Ecuador is Life in a Pure State, “Pure Michigan” is just as pure, Costa Rica is “No Artificial Ingredients”, and like a clothing tag that makes you feel good, New Zealand is simply “100% Pure”. New Zealand also wants us to believe that they’re the “youngest country on earth” but that’s pushing it. The youngest country on earth is actually Kosovo (Born February 2008)–so young they’re still working on their slogan.
And there’s a tough one–how do you sell a country that’s just poking its head out from under the covers of war and bloodshed? Kosovo’s big bad next-door neighbor Serbia asks us frankly to “Take a New Look at Your Old Neighbor”; “It’s Beautiful–It’s Pakistan” steers clear of the conflict, Colombia owns up to its knack for kidnapping by insisting, “The Only Risk is Wanting to Stay”, and Vietnam nudges our memories away from the past and towards “The Hidden Charm” of today.
Our nostalgia for simpler, better, pre-tourist times invokes our most romantic notions about travel: Croatia is “The Mediterranean as it Once Was”, Tahiti consists of “Islands the Way they Used to Be”, and Bangladesh employs a kind of reverse psychology to insist we “Come to Bangladesh, Before the Tourists.” Such slogans of unaffectedness mirror the push for national validation by tourism, where actual authenticity is second to perceived authenticity, hence Malaysia is “Truly Asia”, Zambia is “The Real Africa”, and the Rocky Mountain States make up “The Real America”. Greece is “The True Experience” and Morocco is “Travel For Real”. Everybody wants to be legit.
Countries without the certified organic label try merely to stupefy us: Israel “Wonders”, Germany is “Simply Inspiring”, Chile is “Always Surprising”, Estonia is “Positively Surprising”, “Amazing Thailand” amazes, and Dominica claims to “Defy the Everyday”. To that same surprising end, Latin America loves trademarking their exclamation points (see ¡Viva Cuba!, Brazil’s one-word essay “Sensational!” and El Salvador’s “Impressive!”)
Where punctuated enthusiasm falls short, countries might confront the traveler with a challenge or a dare. Jamaica projects the burden of proof on its tourists by claiming “Once You Go You Know”, Peru asks that we “Live the Legend”, Canada insists we “Keep Exploring”, South Africa answers your every question with a smiley “It’s Possible”. Meanwhile, Greenland sets an impossibly high bar with “The Greatest Experience”.
Working the totality of a country’s experience into a good slogan is a challenge that often leads to open-ended grandstanding: “It’s Got to be Austria” might be the answer to any question (and sounds better when spoken with an Austrian accent). Next-door Slovakia is the “Little Big Country”, insisting that size is second to experience. Philippines offers “More than the Usual” and small, self-deprecating Andorra confesses, “There’s Just So Much More” (I think what they meant to say is, “come back please”). Really big numbers carries the thought even further: Papua New Guinea is made up of “A Million Different Journeys”; Ireland brightens with “100,000 Welcomes”.
When all else fails, aim for easy alliteration, as in “Enjoy England“, “Incredible India“, “Mystical Myanmar”, and the “Breathtaking Beauty” of Montenegro. (For more on the correlation between simplistic phrases and high mental retention, See Black Eyed Peas-Lyrics).
The point of all this is that today, the internet is our atlas and Google is our guidebook. It’s how we travel, how we think about travel and how we plan our travel. Punch in a country like Tunisia and you’re greeted with a dreamy curly-cue phrase like “Jewel of the Mediterranean”–Type in next-door neighbor Algeria and you get a glaring State Department warning saying “Keep Away.” In a scramble for those top ten search results, destinations compete with a sea of digital ideas that pre-define their tourist appeal. It’s why we’ll never find that page proclaiming Iran “The Land of Civilized and Friendly People” but why a simple “Dubai” turns up Dubai Tourism in first place, along with their moniker “Nowhere Like Dubai” (which should win some kind of truth in advertising prize.)
That aggressive, American-style marketing has taken over the billion-dollar travel industry is obvious. Nobody’s crying over the fact that we sell destinations like breakfast cereal–that countries need a bigger and brighter box with a promised prize inside in order to lull unassuming tourist shoppers into stopping, pulling it off the shelf, reading the back and eventually sticking it in their cart. I guess the sad part is how the whole gregarious exercise limits travel and the very meaning of travel. By boiling down a country into some bland reduction sauce of a slogan, we cancel out the diversity of experience and place, trade wanderlust for jingoism, and turn our hopeful worldview into a kind of commercial ADHD in which we suddenly crave the Jersey Shore like a kid craves a Happy Meal.
Nobody’s ever asked me to join their tourist board focus group, but that doesn’t mean I don’t have my own opinions and tastes. For instance, my daily reality is a stereo cityscape of car alarms and jackhammers. Any country that simply placed the word “Quiet” or “Peaceful” in lower-case Times New Roman, 24-point font white type in the upper right hand corner of a double-truncated landscape spread–well, I’d be there in a heartbeat. Better yet–how about a one-minute TV commercial of total silence. (“Oh, wow honey, look!–that’s where I wanna go.”)
This is probably why I’ve never been in a focus group. For all the focus on authenticity and reality, I find most tourism slogans lacking in both. For the most part, they are limiting and unoriginal, easily dropped into any of the above categories. Even worse, today’s slogans challenge actual truths gained through travel experience. One day spent in any place offers a lifetime of material for long-lasting personal travel slogans. My own favorites include Russia (“Still Cold”), Turkey (“Not Really Europe At All”), England (“Drizzles Often”), Orlando (“Cheesy as Hell”), and Ireland (“Freakin’ Expensive”).
As a writer, I must argue against the cheerleaders and in favor of words–the more words we attach to a destination the better the sell. I think it’s safe to assume that Bruce Chatwin’s In Patagonia has done more for Argentina tourism than any of their own slogans. Similarly, Jack London gives props to Alaska, Mark Twain mystifies us with the Mississippi, and Rudyard Kipling keeps sending people to India. All four authors wrote about love, nature, and sunshine. They wrote long books filled with enthusiasm and punctuated with exclamation marks. They made us fall in love and yearn for places we never saw or knew.
No matter how many millions get spent on tourist slogans, today’s trademarked PR phraseology has generally failed to hit the mark. Perhaps they’ll make us rethink a place–reconsider a country we’d somehow looked over, but can a two or three word slogan ever touch us in that tender way, make us save up all our money, pack our bags and run away?
I don’t think so.
I hope you’re all having a good start to the final month of the decade! It’s time to look ahead — not back. So let’s look to the future by taking a peak on the world’s newest destinations, shall we?
- How cool would it be to take a green break to start the new decade? Here are five clean holidays for those eco-friendly travelers out there. [via Green Traveller]
- Eastern Europe must be on my mind right now. Here’s my first selection on backpacking through Austria and Slovenia. [via Peter Greenberg]
- For my second selection, a Serbian film crew is right now traveling around to all the Belgrade towns in the U.S., creating a documentary tentatively called “Finding Belgrade” that contrasts these American cities from their namesake. [via NPR]
- …and my third selection? There are so many cool things I’ve heard about Ukraine. This neat article about Odessa makes me want to get there pronto. [via SoSauce]
- Would you rather be a hermit crab or a savvy backpacker? If the latter appeals to you, then try your hand at these tips to better backpacking. [via Vagabondish]
‘Til tomorrow, have a great evening.
More Gadlinks here.
When I arrived in Montenegro three months ago, one of the things that struck me first was how safe things felt.
What was I expecting?
Well, not a lot of armed thugs or anything. But I’d traveled enough in the former communist corners of Europe — including past trips into the Balkans — to notice a slightly different atmosphere than you feel in more staid places like the Netherlands or Germany. There isn’t the sense of order you find in those places, and that absence piques your alertness. It’s not that you are in danger at all, but you are certainly a little more aware of your surroundings.
Before coming to Montenegro, I’d last been in the Balkans — specifically Croatia and Bosnia — four years before. These recent months of traveling in the region has had a decidedly different feel — Albania being a noteworthy exception.
Turns out that the United Nations is feeling pretty bullish on the Balkans as well.
The UN released a surprising report yesterday that called the Balkans perhaps Europe’s safest region, saying countries like Montenegro, Serbia and Bosnia boast lower numbers of murders, rapes and petty crime than western Europe.
“The Balkans is departing from an era when demagogues, secret police and thugs profited from sanctions-busting and the smuggling of people, arms, cigarettes and drugs,” the report said.
The report surveyed nine countries: Montenegro, Serbia, Bosnia, Croatia, Macedonia, Albania, Moldova, Bulgaria and Romania.
The report still notes the pervasiveness of corruption and organized crime activities, however.
Of course, a fair question to ask about this report in general is: Compared to what?
After all, the UN notes — in a major nod to the obvious, it seems to me — that regular crimes, including homicides and rapes, “across the region are by far lower than they used to be, particularly in the beginning of the 1990s.” Well duh. At the beginning of the 1990s, didn’t you have widespread instability and lawlessness in places like Romania, Bulgaria and Albania as they emerged out of communism? Didn’t you have a regional war that engulfed Croatia, Serbia, Bosnia and Montenegro in an orgy of killing and destruction that lasted nearly five years?
To compare crime rates in some of these countries now to a time when crime was the only thing that counted doesn’t seem to say much. It would have been more useful for the UN to note how things have changed in, say, the last five years.