[Commlist] Call of Papers for the International Conference "Branding Mediterranean Europe: Tourism, Transport, and National Identity, 1945-1990"

Call of Papers for the International Conference "Branding Mediterranean 
Europe: Tourism, Transport, and National Identity, 1945-1990"

Branding Mediterranean Europe: Tourism, Transport, and National 
Identity, 1945-1990
Institute for Mediterranean Studies, Rethymno, Crete, 8-10 June 2023


Branding Mediterranean Europe: Tourism, Transport, and National 
Identity, 1945-1990 Institute for Mediterranean Studies, Rethymno, 
Crete, 8-10 June 2023 In the last 60 years, the number of tourists in 
European Mediterranean countries has multiplied exponentially. In these 
countries, tourism is one of the largest service industries, therefore 
building a successful, destination brand is of major concern for the 
economy. It has also, however, societal and ideational consequences. 
Competing for the same ‘product’ of tourism on a global scale forms a 
huge part of nation branding. The narrative and imagery of a country’s 
attractions feeds into the construction and revamping of national 
identities. In this sense, tourism can become a map to guide our study 
of discursive, ideational and cultural changes in Mediterranean Europe, 
particularly in the period from 1945-1989 but also understand the impact 
of these discourses on cultural identity; for each one of the countries 
and the history of Southern Europe as a whole. Management and tourism 
scholars have long investigated the economic and branding implications 
of this phenomenon, while in recent years, anthropologists and 
sociologists have discovered the value of the study of tourism. Yet, the 
historical depth of their approaches is typically quite limited. We are 
interested in addressing this lacuna in the period from 1945- 1990.
Looking at Mediterranean Europe’s tourism offers an invaluable 
opportunity to write global history from the perspective of small states 
that developed into popular tourist hubs. What are the advantages of 
‘smallness ‘and how did these countries generate a policy with a global 
reach and international and national consequences? To distil a place’s 
identity is a complex process that involves a network of multiple 
stakeholders at local, national, and international level, often with 
competing interests that attempt to shape a place’s image. The so called 
‘holiday makers’ from tour companies, advertising agencies, public 
authorities and planners, state tourist organisations, graphic 
designers, national airlines executives and cruise lines produced visual 
stimuli and textual messaging to familiarise vacations to the mass 
public. The conference aims to foster an interdisciplinary discussion 
that, through case studies, mobilises methodological tools from a broad 
spectrum of fields. These include history of international relations, 
economic, social, and political history, business history, cold war 
studies, public diplomacy, visual culture, and communication studies 
also informed by sociological approaches.
Proposals for individual papers or panels may consider, but also go 
beyond, the following topics and questions, with a focus on 
Mediterranean Europe:
● What has been the role of the state, local actors, and international 
players in forming tourism policies. We want to particularly unearth 
those voices that are pivotal in the construction of an image but get 
lost in the historical research such as advertising agencies, painters, 
photographers, marketing executives, private companies.
● The relation between nation state and corporations
● The importance of flag carriers and cruises in forming tourism 
policies and cementing the country’s brand
● The role of tour operators.
● Cinema and tourist representations; Film-induced tourism
● How did the changing political context influence tourist strategy and 
politics?
● Each country through tourism promotion created their own visual and 
textual language with specific national traits but also reflecting 
globalised trends. What were the campaign’s rhetorical and visual 
strategies and vernaculars?
● How did tourism marketing/public diplomacy target foreigners, 
diaspora, or domestic tourists?
● What is the role of modernization and democratisation in each of the 
state’s development of tourism?
● How did domestic public discourse on tourism impact the country’s 
‘nation branding’?
● How were tourists represented?
An abstract of no more than 300 words along with a two-page CV should be 
submitted to Eirini Karamouzi by no later than 30 January 2023 at 
(e.karamouzi /at/ sheffield.ac.uk).
This conference is co-organised by the University of Sheffield, Centre 
of Excellence Food, Tourism and Leisure at the American College of 
Greece and the Institute of Mediterranean Studies.
Due to the generous support of Research England, we have funds available 
to assist with travel to Crete to attend the conference.
Scientific Committee: Mary Ikoniadou (Leeds Beckett University); Gelina 
Harlaftis (IMS/FORTH & University of Crete); Eirini Karamouzi 
(University of Sheffield/American College of Greece); Panayis 
Panagiotopoulos (National and Kapodistrian University of Athens); 
Vasilis Vamvakas (Aristotle University of Thessaloniki)

https://www.ims.forth.gr/en/news-item/view?id=1441

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