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Marketing Cold War Tourism in the Belgian Congo: a Study in Colonial Propaganda 1945 - 1960

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Marketing Cold War Tourism in the Belgian Congo: a Study in Colonial Propaganda 1945 - 1960 Marketing Cold War Tourism in the Belgian Congo: A Study in colonial propaganda 1945 - 1960 by Andrew Wigley Thesis presented in fulfilment of the requirements for the degree of Master of Arts (History) in the Faculty of Arts and Social Sciences at Stellenbosch University Supervisor: Professor Albert M. Grundlingh December 2014 Stellenbosch University http://scholar.sun.ac.za Declaration By submitting this thesis electronically, I declare that the entirety of the work contained therein is my own, original work, that I am owner of the copyright thereof and that I have not previously, in its entirety or in part, submitted it for obtaining any qualification. Date: 22 July 2014 Copyright © Stellenbosch University All rights reserved 2 Stellenbosch University http://scholar.sun.ac.za Abstract This study focuses on the nascent colonial tourist sector of the Belgian Congo from 1945 until independence in 1960. Empire in Africa was the last remaining vestige of might for the depleted European imperial powers following the Second World War. That might, however, was largely illusory, especially for Belgium, which had been both defeated and occupied by Germany. Post-war Belgium placed much value on its colonial role in the Belgian Congo, promoting and marketing its imperial mission to domestic and international audiences alike. Such efforts allowed Belgium to justify a system that was under fire from the new superpowers of the United States of America (USA) and the Soviet Union. This thesis makes the case that the Belgian authorities recognised the opportunity to harness the ‘new’ economic activity of tourism to help deliver pro-colonial propaganda, particularly to the USA which had a growing affluent class and where successive administrations were keen to encourage overseas travel. In building a tourism sector post the Second World War, efforts in diversifying the economy were secondary to the objective of using the marketing of tourism to actively position and promote Belgium’s long-term involvement in the Congo. 3 Stellenbosch University http://scholar.sun.ac.za Acknowledgements I have been very fortunate in this study since a number of experts in a range of disciplines have helped me piece together a more complete understanding of post-war Belgian Congo, colonial propaganda and the promotion of its fledgling tourist industry. David Harrison, Anne-Marie d’Hauteserre, Stephanie Malia Hom and Gordon Pirie were very generous in their insights about tourism in colonial societies. Patricia van Schuylenbergh, Guy Vanthemsche and Matthew Stanard provided encouragement and assistance in my exploration of Belgian colonial positioning and propaganda. Gustav Jannsens was very kind in taking the time to point me in the direction about the role of the Belgian monarchy in relation to its colonial ward. Equally generous was Charlie de la Royère in taking me through Sabena’s archives. I have also been struck by the unfailing courtesy of two distinguished chroniclers who have taken the trouble to write. They are Jan Morris and Crawford Young. A big thank you to Tim Butcher for inspiring me to undertake this research and to his mum for her pluck in 1958 and kindness in sharing stories and to a number of Belgians who brought to life colonial-era Congo through their reminiscences. Lastly, my very deep gratitude to both Professor Grundlingh and Callum Clench for their thoughtfulness and forbearance. Without you both, this would not have been written. 4 Stellenbosch University http://scholar.sun.ac.za Table of Contents 1 Introduction ............................................................................................................................... 9 1.1 Background ....................................................................................................................................... 9 1.1.1 Definitions ............................................................................................................................................... 11 1.1.1.1 Propaganda / Propagande ................................................................................................................ 11 1.1.1.2 Tourism ..................................................................................................................................................... 12 1.1.1.3 Office du Tourisme Colonial / Office of Colonial Tourism ................................................... 12 1.1.2 Language .................................................................................................................................................. 12 1.2 Critical Review of Literature ..................................................................................................... 13 1.3 Primary sources ............................................................................................................................. 26 1.4 Conclusion........................................................................................................................................ 30 2 The post‐War political context .......................................................................................... 32 2.1 Introduction .................................................................................................................................... 32 2.2 The political and economic impact of war and views of the role of empire in the post‐War world order ................................................................................................................ 32 2.3 Post‐War publicity, propaganda and tourism .................................................................... 43 2.4 Conclusion........................................................................................................................................ 51 3 Emerging trends in post‐War international tourism ................................................ 53 3.1 Introduction .................................................................................................................................... 53 3.2 The arrival of a ‘golden age’....................................................................................................... 53 3.3 Post‐War travel stimuli ............................................................................................................... 54 3.4 Conclusion........................................................................................................................................ 62 4 Emerging trends in African tourism ................................................................................ 63 4.1 Introduction .................................................................................................................................... 63 4.2 Early twentieth century tourism in Africa ........................................................................... 64 4.3 Migratory trends on post‐War African tourism ................................................................. 68 4.4 Intra‐regional tourism ................................................................................................................ 69 4.5 Infrastructure (transportation & accommodation) ......................................................... 70 4.6 Organisation of the tourist sector ........................................................................................... 71 4.7 Publicity and travel literature .................................................................................................. 74 4.8 National parks ................................................................................................................................ 77 4.9 Conclusion........................................................................................................................................ 80 5 Belgian Congo tourism and propaganda ........................................................................ 82 5.1 Introduction .................................................................................................................................... 82 5.2 Promoting Prudent Paternalism ............................................................................................. 83 5.3 Evolution of travel and tourism after 1945 ......................................................................... 86 5.4 International perceptions of Belgian colonialism ............................................................. 91 5.5 Propaganda by means of tourism............................................................................................ 95 5.6 The role of the national airline ............................................................................................. 105 5.7 Vicarious tourism – The royal visit ...................................................................................... 112 5.8 Market and messaging segmentation ................................................................................. 118 5.9 Barriers to tourism .................................................................................................................... 124 5 Stellenbosch University http://scholar.sun.ac.za 5.10 Open and shut .............................................................................................................................. 131 5.11 Conclusion..................................................................................................................................... 133 6 Content analysis: Traveller’s Guide to the Belgian Congo &
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