This paper investigates the official tourism websites for the Balkan countries of
Albania, Bosnia and Herzegovina, Bulgaria, Croatia, Greece, Montenegro, North
Macedonia, Romania, Serbia, Slovenia, and Turkey to learn about its depiction
of the nation for an international tourism market. The research combines
Pauwels’ (2012) multimodal discourse analysis method designed for cultural
websites with Smith’s (1998) six main institutional dimensions to seek out
potential nationalistic patterns involving the state, territory, language,
religion, history, and rites and ceremonies. The findings mostly involve verbal
and visual signifiers that have a historical context to them such as antiquity,
communism, Yugoslavia, religion, irredentism, the Ottoman Empire, and national
identity. The findings illustrate that official websites, while being sensitive
not to alienate international tourists, portray a sense of nationalism but do
so in a different way, based upon the historical experiences and unique
features of each country surveyed.