Rozita Dimova
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Desirous borders and consumer porosities
Beauty, entertainment, and gambling in the EU periphery
in Border porosities
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This chapter focuses on Gevgelija’s transformation from a small town previously known only as the last point on a freeway (once called Bratstvo i Edinstvo “Brotherhood and Unity”) linking the former Yugoslav capitals of Skopje, Belgrade, Zagreb, and Ljubljana with Thessaloniki. Gevgelija is now called the “Balkan Las Vegas,” where Greek citizens cross the border on a regular basis to obtain cheap beauty and health services, and also to shop for everyday produce and groceries. This surge of visitors from Greece who come to shop and gamble has transformed the face of the town. The presence of several large, luxurious casino-hotels has enabled Gevgelija to become one of the most economically successful places in the region with one of the lowest unemployment rates.

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Border porosities

Movements of people, objects, and ideas in the southern Balkans


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