MARUBI: a cooperative model for tourist promotion between Shkodra and Ulcinj

The Marubi project goal is to enhance the economic development of the Shkodra-Ulcinj cross-border area by building on its tourism potential and emphasising the common cultural heritage (in particular, the patrimony of the Marubi photographers) and the natural beauty of the area. The project sought to screen and classify the patrimony of the Marubi family, which gave two generations of famous photographers (pictures, places and history) and design a concrete route, which would connect and valorise the rich artistic and historical heritage of the region, for the attraction and entertainment of tourists and visitors. The key activity of the Marubi Project was the Itinerant Exhibition “Reflecting our traditions, reflecting ourselves” that first opened at the European Parliament in Brussels. Other international destinations of the exhibition included Trieste and Florence (Italy), Ankara (Turkey), Warsaw (Poland), Geneva (Switzerland), Budapest (Hungary) and Belgrade (Serbia). Furthermore, local exhibitions were held in Shkodra, Tirana and Vlora to promote this patrimony in Albania. The final venue of the exhibition will be in Kosovo in June 2014. Another important activity of this project was the exhibition entitled ‘Time travel through photography’ which captured the atmosphere, culture and tradition of the Ulcinj-Shkodra region during a century (1850-1950) thanks to the artistic Marubi photographs, including the pictures of famous old families, one of them being the Montenegrin Royal family, and portraying the world as it existed during long periods of the XIX and XX centuries. This photographic exhibition not only relied on the precious collection available within the Marubi photo-archive, but also on the generous and sincere support of local collectors, who had gathered photos over the years and were willing to share more than 1,500 previously unknown photos. In order to enhance the tourism offer a range of other activities have taken place: • Production of souvenirs – postcards with motives from the Marubi photos; • Production of 30 photographs in large format (30 x 50 cm); • Photography contest ‘Hidden gems’ within the Shkodra-Ulcinj region; • Mapping all interesting touristic sites in the border region; • Identification of different routes presented in printed brochures or leaflets and the photos awarded under the ‘Hidden gems’ competition; • Marking the field sites with adequate and visible signs; • Creation of a permanent tri-lingual website (AL, ME, EN); • Refurbishment of the Museum in Ulcinj and establishing of a permanent Marubi exhibition; • Two information counters established and functional in Shkodra and Ulcinj; • Organisation of a several-days-long festival with a programme structured around subjects and target groups, to wit: tradition, youth and legends; • Creation of a Smartphone App “Tourist City Guide”.

The main achievements of the project were: 1. Identification and collection of around 1500 previously unknown photos, (part of them in original glasses). These photos were archived in MARUBI National Photo Archive. 2. MARUBI Festival consisting in photography competition, cultural activities (traditional folk dancing and singing performances) and workshops dedicated to the history of MARUBI dynasty, photograph techniques etc. This activity tent to become integral part of annual calendar of activities for both municipalities of Shkodra and Ulcinj. 3. Promotion of MARUBI patrimony (through it promotion of region traditions, history, culture, ethnography etc) at national and International exhibition in around 20 cities and capitals of Europe, including Tirana, Podgorica, European Parliament in Brussels, Paris, Budapest, Warsaw, Belgrade, Istanbul, Trieste etc. 4. MARUBI Route with around 100 photos widespread in the streets of Shkodra and Ulcinj combining places and photos in time and connecting two cities. The impact and sustainability: After almost two years of project completion, MARUBI museum of Shkodra was moved in totally new, modern and contemporary premises, thus becoming accessible for visitors. MARUBI dynasty can be easily recognized as the main brand of Shkodra city while its patrimony is also decorating and furnishing a part of Ulcinj museum. Exhibitions of MARUBI archive, focused in different themes, are being regularly organized attracting national and international visitors. The number of tourists visiting MARUBI museum in Shkodra is constantly increasing as the museum itself has become a focal point for cultural events. The project has yielded the following range of results: • The Marubi patrimony has been further identified and assembled • The management model for the Marubi route was elaborated • The Marubi route, as well as a permanent and an itinerant exhibition on the Marubi collection were realised • Competences of local economic and tourism operators were enhanced • Instruments for tourism promotion were developed • The Marubi patrimony was inserted within local and European networks.