Abstract
The role of market-oriented tourist policies in the planned economies of socialist Eastern Europe has been long overlooked. This article examines how the socialist regime in Romania moved from sheer ideological rhetoric to commercialism and market-driven strategies when promoting Romania as a tourist destination in the ‘West’ between the 1960s and the 1980s. It argues that there was a continual shifting between using tourism as an ideological tool and a certain pragmatism that was needed to turn socialist Romania into a desirable tourist destination.
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