Post-socialism and “ordinary” tourism: New Belgrade

Purpose: The purpose of this paper is to examine the emerging practices of the “tourism of the ordinary” in the wider frame of post-socialist transformation of Serbia’s capital city – Belgrade. By sourcing the inspiration in cultural studies and classics of the studies of the ordinary, focus is directed to the patterns of tourism consumption of practices, places and people that do not fall in the category of tourism attraction. The attention is drawn to New Belgrade (Novi Beograd in Serbian), residential part of Belgrade built predominantly after the Second World War. New Belgrade lacks proper tourism infrastructure, commoditized attractions and consumerable tourism experiences on a large scale. Nevertheless, this part of the city is slowly becoming explored by tourists individually or in organized walking or cycling tours. Visits to New Belgrade are most often connected to alternative or hip visitors and have the allure of both urban exploration and cultural practice, as the tours are offered by specialist architectural organizations or individual guides. By introspecting the case of New Belgrade, this paper attempts to address the prospect that ordinary exist only in relation to the attraction and that its appeal comes from the fact that what is ordinary to someone is attraction to another. Design/methodology/approach: As far as specific approach is concerned, some archival and librarian materials have been analyzed in order to map the territory that is being researched (New Belgrade) and to frame the significance of potential heritagisation (Harrison, 2013) on the built environment and its territory. Further, relevant websites and both primary and secondary resources have been consulted. This mostly refers to the websites of Tourist Organization of Belgrade (TOB) and the Institute for the Protection of Cultural Monuments in Belgrade as two most relevant bodies connecting the urban fabric of the city and its tourism valorization. Findings: In this paper, the authors have tried to demonstrate how tourism of the ordinary might be conducted in urban environment that lacks no tangible resources, whose physical physiognomies are not insignificant and which, in another, alternative tourism regime might be considered attractions. However, in the specific set of characteristics spanning from contested past to ambiguous contemporary valorization, New Belgrade remains an uncharted part of the city for much of the mainstream tourism, leaving its charms for very few visitors, most often engaged in interest of the “ordinary.” Originality/value: Although Belgrade is experiencing steady rise in numbers regarding tourist arrivals, length of stay and on-site expenditure, New Belgrade is nowhere to be seen on the map of tourism offer, as per Belgrade’s Tourism Organization. TOB’s official web page, at the time this piece is written, in the section Attractions, mentions nothing regarding New Belgrade. Among 13 entries – 12 are historic sites of more than a century behind them and one is a lake and outdoor destination.