Futures 41 (2009) 353–359

Contents lists available at ScienceDirect

Futures
journal homepage: www.elsevier.com/locate/futures

From authenticity to significance: Tourism on the frontier of culture

and place
Erve Chambers *
University of Maryland, College Park, Department of Anthropology, 1111 Woods Hall, College Park, MD 20742, USA

A R T I C L E I N F O A B S T R A C T

Article history: The tourism of the future will include greater demand on the part of citizens of
Available online 19 November 2008 economically emerging nations, as well as on the part of a growing number of retirement
age persons in many of the more developed countries. There are important environmental,
cultural, and social consequences associated with these demographic shifts. Trendsetters
for the tourism of the near future are likely to be well-educated elites who are familiar
with travel and comfortable in culturally diverse situations. They will have an
understanding of the consequences of global economic development, and will better
realize that their participation in tourism comes with a cost to communities and
environments through which they pass. They will see value in tourism experiences that
support principles of environmental sustainability, heritage preservation and cultural
diversity, and human equality. This generation of tourists will have greater choice of travel
venues and access to considerably more information on which to base their travel plans,
and they will be more likely to expect travel experiences that have breadth as well as depth
and that provide opportunities for self-improvement as well as leisure and entertainment.
ß 2008 Elsevier Ltd. All rights reserved.

1. Introduction

Wealth and leisure are the principal drivers of recreational tourism, and the future of tourism will be predicated in large
part on the ways in which these factors play out in a global environment. Future tourism will be constructed in good measure
on economic and social trends in which wealth is spread more widely throughout the world but is also concentrated in the
pocketbooks of a relatively well-educated elite who, despite their privileged positions, will increasingly value principles of
environmental sustainability, human equality, and cultural diversity, and will as a result be more sensitive than any other
generation of recreational tourists to the consequences of their travels. The question then is whether these values might
result in the conservation of environmental resources and increased opportunity for the less privileged among us, or simply
come to represent new marketing opportunities for the purveyors of tourism opportunities. Perhaps the best we can hope for
is a little of both of these possibilities.

1.1. The ‘‘new’’ tourists

Before I offer some specifics in regard to future trends, it will be worthwhile to amplify a little upon these first
assumptions. The globalization of capital has resulted in an expansion of wealth within many economically emerging

* Tel.: +1 301 4051425; fax: +1 301 3148305.

E-mail address: echambers@anth.umd.edu.

0016-3287/$ – see front matter ß 2008 Elsevier Ltd. All rights reserved.
doi:10.1016/j.futures.2008.11.003
354 E. Chambers / Futures 41 (2009) 353–359

countries, providing increased numbers of people with the means and leisure to regularly participate in recreational tourism.
There is ample reason to assume that this trend will continue to grow. While large numbers of people in these countries will
remain limited in their opportunities to participate in recreational tourism, the individuals who are not so constrained will
tend to be more formally educated and accustomed to travel (including international travel) through their education and
employment. Chiefly, this expansion of wealth and leisure will result not only in increased international travel on the part of
such individuals, but also in dramatically higher numbers of domestic tourists. This trend, rather than international tourism,
might well represent one of the greatest threats to the communities and environments favored for tourism enterprises.
Within many of the more economically developed countries, including the United States with its much anticipated
retirement of the baby boomers, the number of individuals leaving the workforce with sufficient income and motivation to
travel is also certain to increase. In contrast to earlier times, in which working and lower middle class individuals in the
United States were often provided with relatively generous pension benefits, the ‘‘new retirement’’ will favor those who have
acquired wealth by other means, some of them by entering early and aggressively into defined benefit plans—predominately
professional and comparatively well educated individuals. It is at least worth speculating as to the extent to which this trend
might lead to a differentiation of tourist expectations, with increased number of tourists rejecting package tours and mass
tourism to seek out more individualized experiences that combine leisure and play opportunities with the possibility of self-
improvement—a partial return to the elite European travel and recreational traditions of the 18th and 19th centuries, under
the rubric of experience-based travel [1].

1.2. A global orientation

In both economically developed and emerging countries, the ability to conduct business and other labor in international
and culturally varied settings is already a valued attribute, and it will surely become a virtual necessity in years to come. The
workplace acquisition of such skills among increasing numbers of individuals is likely to result in the adoption of positive
attitudes toward travel and culturally diverse experiences. This prevailing global orientation will incorporate the values
mentioned above—environmental sustainability, human equality, and cultural diversity—just as these values are already
firmly entrenched (in theory if not wholly in practice) in most of our international institutions, such as the United Nations,
various conservation and economic development organizations, and of course the World Tourism Organization.

2. Cultural and environmental distinction

While economic and political considerations have long dominated our view of tourism as a market and as a reflection of
state enterprise and ambition, the industry has also exploited cultural and environmental distinction (e.g., identity and
place) as among its more appealing and marketable commodities. In our time, with widely successful niche markets
developed in such areas as cultural and heritage tourism and ecotourism, these products have clearly increased in appeal and
in their application to a wide variety of global settings. I will devote the remainder of my remarks to considerations of how
culture and its places might play out in future tourism interests and enterprises.

2.1. Representations of culture and heritage

Tourism does not simply reflect upon culture and the environment; it also serves to alter and re-create both. In the past,
we have assumed that much of this alteration and re-creation has occurred through tourism practices that originated with
accommodations to privileged travelers predominately from western industrialized countries that with the advent of
industrial capitalism, evolved into a kind of tourism for the masses. Much of this tourism was constructed on assumptions of
cultural superiority on the part of the tourist and highly exoticized imageries of the toured as being simpler, out of touch,
quaintly interesting, sometimes suitably subservient, and on some other occasions threatening and dangerous. This was true
of much of the tourism directed to foreign lands, as well as domestic tourism directed to rural places. In such terms, culture as
a tourism product gained its primary value through demonstrating fundamental differences between the tourist and the
toured [2,3].
More recent trends point to a significant increase in the numbers and kinds of people traveling, and a dramatic
expansion of both domestic and international travel among citizens of rapidly developing, economically emergent nations.
Since these tourists, as well as tourists from the industrially developed world, tend to be more environmentally informed
and experienced in relation to global settings and cultural differences, the representations of culture and place that will be
of greatest appeal to them are likely to be those that are of greater intellectual interest or intrigue and linked to
opportunities for self-improvement through learning about other people and places and, more important, through
recognition of the interconnections between peoples, and between people and their environments. This process foretells a
shift in the touristic representation of culture and environment from an almost exclusive focus on distinction and
uniqueness (still significant in many respects) to added interest in the relationships between heritages both cultural and
natural, including and perhaps most crucially relationships and commonalities between the cultural and environmental
situations of tourists and their hosts. Much as fusion restaurants have begun to blend culturally distinct foods and tastes
into unique servings, so might future tourism participate in the blending of cultural attributes into the serving of new
realms of experience and insight.
 E. Chambers / Futures 41 (2009) 353–359 355

2.2. From authenticity to significance

The ways in which the people and places that come to constitute tourism products have been depicted through marketing
and interpretation have tended to assume a relatively uncritical and gullible audience on the part of tourists themselves.
MacCannell’s [4] popular theory of the tourist portrays the modern tourist as an alienated individual forced by the vagaries of
industrial capitalism to live an inauthentic existence, hopelessly in search of some kind of primordial and thereby authentic
experience. In many subsequent theories and observations, the tourist is often portrayed as a gullible and indiscriminating
individual who can easily be led to believe that the superficial and stereotypical is representative of the real thing. Here, I
think tourism theory lags well behind its conveyance. The presentation of culture and heritage in tourism development has
begun to shift from concerns with authenticity to an appreciation of significance [5].
The everyday tourist was never as dumb as might have been assumed. And now, as it dawns on some of the purveyors of
tourism experiences that their customers have become more sophisticated in their abilities and desires to experience
cultural differences and value diversity, we can anticipate a rather dramatic shift in the ways in which the objects of tourism
are presented to their visitors. The interpretation of tourism places has already begun to move from a fascination with
authenticity (the one real thing or story) to a respect for significance (the varied and often competing meanings of any
particular tourism object representing the interests of different stakeholders who have some kind of claim upon the object).
This shift is also often accompanied by increased appreciation for the relationships between the historical, the
contemporary, and the prospective, with greater acknowledgement being given to the ways in which the political and
cultural needs of the present help shape interpretations of the past as well as of the future [6].
The shift from authenticity to significance will increasingly impact the ways in which people and places are
interpreted for tourists. Interpretation is an aspect of tourism that is vital to its success. It ranges from the choice of
objects to adorn a hotel lobby to tourism advisories to site-related signage to guided tours and guidebooks.
Interpretations of the recent past have tended to be over simplified and to exaggerate the differences between the tourist
and the toured. The interpretations of the future generally will be better informed and more appreciative of the processes
by which cultures interact and negotiate the meaningful. In this respect, tourism in general is likely to regain some of its
much earlier emphasis on intellectual self-improvement, and perhaps paradoxically adding to that a playful disregard for
the presumed reality of any tourism object or event, allowing for both ambiguity and entertainment in the interpretative
process.

2.3. Demographics, culture, and consumption

There will be more tourists in the future, with several factors contributing to this growth, including: (1) increased wealth
and leisure and the expansion of both within economically developed as well as emerging countries; (2) the aging and
retirement of increasing portions of the population of many developed countries, affording even more leisure time; (3) a
global business environment that contributes mainly to greater cultural sophistication and that is also likely to significantly
increase opportunities to combine business travel with recreational tourism; (4) an emphasis upon the importance of
cultural competence and international experience that is sure to lead to an expansion of opportunities for younger people to
travel in their own countries as well as abroad; and (5) attention to the self-improvement aspects of tourism, to include
burgeoning interest in the benefits of traveling to be of service to others.
The changing demographics that are suggested by these factors in future tourism development will be consequential
both at home (wherever home is) and abroad. Regarding international travel, as tourists become more comfortable with
and perhaps less fearful of other places, there is likely to be an escalation in the numbers of people who seek services outside
their own country and most notably in countries where those services can be obtained less expensively. Thus, health
tourism is likely to expand significantly, given the appeal of combining a vacation with inexpensive health related or
cosmetic treatment [7], as well as the possibility of receiving treatments (including organ transplantations and drug
treatments) that are unavailable in the tourist’s home country [8]. One factor in this increase is the gradual recognition that
the wealth of a country, and even its expenditures on health care, is not necessarily correlated with the quality of its health
care.
We might also anticipate significant expansion of organized tourism opportunities, such as study abroad [9] and
volunteer tourism [10]. For example, the university where I am employed has recently established the goal that every
graduating student should have at least one international experience as a part of her or his college education. Volunteer
organizations and religious institutions have increasingly recognized international responsibilities, both in traveling abroad
to engage in service activities and in caring for less fortunate visitors (such as refugees and undocumented workers) who
have come to their places—a hospitality relationship that both precedes and survives the commercial hospitality of modern
tourism. It is more difficult to anticipate whether other, less noble kinds of service related tourism, such as sex tourism, will
increase in the future [11]. Increased public condemnation of sex tourism, especially as it involves the exploitation of
children, has resulted in new laws in many countries where sex tourism has been prevalent. The readiness of countries like
the United States to prosecute sex crimes against minors that are perpetrated in other countries might also provide some
relief.
A sense of adventure and ground breaking exploration often accompanies tourism and will in the future lead to increased
efforts to breach the boundaries of the least accessible places, to include the oceans [12] as well as space [13].
356 E. Chambers / Futures 41 (2009) 353–359

2.4. Domestic tourism

The rise of domestic tourism in emerging nations such as China and India is becoming one of the major changes in the
tourism potential of these countries, and is likely to result in significant new opportunities for regional economic
development as well as some problems. In China, tourism statistics indicate that 13 million foreign tourists, 80 million
tourists from the Chinese communities of Hong Kong and Macau, and more than 387 million domestic tourists visited in
2002. The number of domestic tourists counted in China increased by approximately 50% in the five years from 1998 to
2002, making China the largest domestic tourism market in the world [14]. In a similar vein, India’s tourism statistics
indicate that slightly more than two and one half million foreign visitors and 210 million domestic tourists visited in 2002
[15].
While much of the tourism literature has focused on the impacts of international tourism, with economically developed
countries providing the tourists and emerging countries providing the tourism, it does not take too much imagination to
recognize that the greater benefits and costs of tourism in places like China and India will be realized on the domestic front.
Where environmental controls remain weak and where the distribution of the costs and benefits of economic development
can be uneven at best, the potentially negative effects of such rapid development should be cause for alarm [16]. On the other
hand, considerations of economic benefits to be gained from expansion of the domestic tourist sector is also likely to lead to
new efforts to protect those cultural and environmental heritage resources that are of particular interest to the domestic
tourist sector [17]. This relationship between domestic tourism development and the exploitation of heritage resources is
not limited to emerging countries: it has already become a major initiative in tourism development in Europe and the United
States.

2.5. Dependable outcomes and safe journeys

Most countries of the world rely significantly on tourism receipts. While international tourism has the advantage of
contributing to favorable foreign exchange, it also tends to be a less reliable source of income, particularly for those countries
where occasions of political unrest and other threats to well-being occur more frequently and result in periodic declines in
international tourism arrivals. As domestic markets improve, particularly in newly emerging countries, many of these
countries are likely to rely increasingly on the opportunities afforded by domestic tourism, which can be seen to provide a
more dependable source of revenue. Such decisions will help shape the nature of tourism investment and development,
particularly on the part of the public sector and local (as opposed to multinational) investors. Without intervention, these
investments are also likely to continue a trend of uneven development in many countries, with support for improving
infrastructure and economic opportunity favoring those resources and places that are perceived to have value as tourism
locales. This does not necessarily mean that favored tourism locales will necessarily prosper as a whole—in many instances
the revenues attained through tourism will be of little direct benefit to the communities in which tourism occurs unless
there are concerted efforts to redistribute these benefits through practices of sustainable and community-based tourism
development.
On the part of the tourist, the dependability of a tourism experience is closely associated with perceptions of danger and
safety. Since there appear to be few indications that the world is becoming a safer place to traverse, these considerations are
likely to continue to influence the way tourism is directed and how tourism experiences are managed. Concerns regarding
both the dependability (will I experience what I expect to experience?) and the safety (will I be in danger?) of tourism
experiences are likely to continue to encourage the development of more easily controlled private and semiprivate tourism
spaces—cloistered and all-inclusive resorts, mega malls, theme parks, and carefully policed urban marketplaces, heritage
sites, and entertainment zones. One mark of the success of such thoroughly managed spaces has been to further integrate the
separate units of the more traditional tourism experience, where such components as transportation, lodging, eating, and
entertainment generally have to be arranged separately, often with mixed results.
As this trend is realized, resorts and other tourism facilities will almost certainly be called upon to deliver a greater good
and will be held accountable by a generally more discerning clientele. Competition among mega tourist sites and locations
will continue to increase as their numbers grow. Since these sites are costly to build and to maintain, their managers will
struggle to attract new visitors as well as to recreate the sites in such ways as keep tourists returning year after year—adding
and diversifying the typical tourist experience without losing the boundaries of familiarity and comfort that most tourists
will require.
While much of the direction of today’s tourism development appears to point to an increase in the integration of and
control over the tourism experience, there are other factors which at first consideration might seem to counter such a trend.
For example, as I suggested at the beginning of this article, a significant proportion of future tourists are bound to be more
accustomed to travel and perhaps more open to a greater variety of tourism experiences, including the expanding markets
represented by such niches as ecotourism, adventure travel, and extreme tourism (the latter of which invites travel to
distinctly dangerous places). But I doubt these practices represent an abandonment of the need for dependability or safety—
rather, they are more likely to signal a cultural shift in attitudes as to what might constitute a dependable or safe tourism
experience. More knowledgeable about the world in which they live, many future tourists will be in a better position to
challenge the kinds of prejudicial fears and cautions that can be associated with the habits of societal insularity and
ignorance.
 E. Chambers / Futures 41 (2009) 353–359 357

2.6. Some dynamics of hospitality

Hospitality is the other side of tourism, often ignored in the scholarly literature, but vital to the measure of tourism. The
advent of modern tourism has led to the need for a distinctly commercialized sense of hospitality, in which the traveler
agrees to pay for most of the accommodations provided. Traditional hospitality, still an important part of the cultural
expression of most societies, is regarded more as a responsibility or obligation which cannot be compensated. While there is
a tendency to assume that the rules governing commercial hospitality have supplanted those that governed traditional
hospitality, this is far from true, and I believe that much of the future of tourism will depend upon how we come to reconcile
and reward these two faces of hospitality. On the one hand, hospitality is an industry that functions to create careers and
employments (as well as returns on investments) by providing services required of persons who are away from their homes.
On the other hand, hospitality is evocative of the cultural standards by which people assume some level of responsibility for
the strangers that come to be in their midst, be they privileged tourists or business travelers, immigrants in pursuit of a
livelihood, or refugees seeking the most basic shelter. The world would become an impossible place should this form of
hospitality be truly absent.
A couple of recent futuristic looks at the hospitality industry offer some interesting perspectives on the relationships
between these two faces of hospitality. Based on more than five years of futuristic workshops and discussions conducted by
the International Hotel and Restaurant Association, Olsen [18] has suggested that the tourist of the future will be better
informed, more demanding of the industry, and much less loyal to particular brands associated with tourism. Advances in
technology and access to almost perfect information will result in increased transparency of the tourist product as well as in
less dependency on representatives of the industry to perform the routine tasks of arranging for travel. The future tourist’s
problem will not be too little information but rather too much information, and the successful hospitality firm will need to
have the capacity to help customers wade through all this information to find a rewarding tourism experience. What is more,
this will have to be done with increased integrity, consistency, and honesty—simply because the typical consumer will be
much better informed and, through technologies such as the Internet, will be better able to control the terms of exchange.
Olsen points to the way prospective travelers currently price airfares and hotel rates through easily accessible travel search
engines as merely a harbinger of possibilities to come. Future tourists will also expect greater social and environmental
responsibility on the part of the hospitality industry, and will be more interested in the overall experience to be gained from a
piece of travel than they will be with the several parts of the tourism product (a good meal, a comfortable bed, an uneventful
flight), suggesting the need for new marketing and delivery strategies on the part of the hospitality industry based on
tourism becoming a part of the ‘‘experience economy [19],’’ in which the usual standardized goods and services provided by
the hospitality industry yield in importance to the provision of customized services that provide memorable events and
whole experiences for their customers.
Morgan [20] has looked at tourism and the experience economy to ask whether such a transformation might call for
educating a different kind of hospitality worker, and his answers are intriguing. For the hospitality industry to satisfy
the demands of future tourists, their workers will in effect need to be more genuine, having the capacity to enter into
the tourist’s experience and sharing their own experiences with their guests by identifying and relying on their own
qualities of self-awareness and creativity. To accomplish such a goal, Morgan suggests that the education of hospitality
workers needs to rediscover the humanistic values associated with a liberal education, and thereby encourage workers
to view their employment in experiential and relationship terms as well as in business terms. What is necessary,
Morgan argues, is that hospitality workers be able to inject themselves into their hospitality roles and to build genuine
(even if transitory) relationships with their guests. The experience-oriented tourist of the future will demand no less
and will be much less tolerant of pretense and subterfuge. Although Morgan seems to be principally interested in the
education of the managers of hospitality services, his observation might just as fruitfully be applied to all levels of
tourism work.
To my mind, the importance of these recent discussions of the future of the hospitality industry is that they encourage us
to think beyond the strictly commercial aspects of providing hospitality services and to recognize that the revival of more
traditional and socially rewarding relationships between hosts and their guests might still be an important factor in how
tourism progresses into the future.

3. Conclusions

While people travel in many different ways and for a wide variety of purposes, every generation of tourism seems to
support some trends over others. I have suggested in this article that the trendsetters for tourism in the near future are
likely to be relatively well-educated elites who are familiar with travel and comfortable in culturally diverse situations.
They will also have a fair understanding of the consequences associated with global economic development, and will better
realize that their participation in tourism comes with a cost to the communities and environments through which they
pass. They will see value in tourism experiences that support principles of environmental sustainability, heritage
preservation and cultural diversity, and human equality. This generation of tourists will have greater choice of travel
venues and access to considerably more information on which to base their travel plans, and they will be more likely to
expect travel experiences that have breadth as well as depth and that provide opportunities for self-improvement as well as
leisure and entertainment.
358 E. Chambers / Futures 41 (2009) 353–359

3.1. Future scenario 1: the appearance of change

What will this mean to the tourism industry as a whole? I will outline three possible scenarios, each with a different
degree of desirability. The first, and the least desirable, is that the tourism industry will come up with ways to give the
impression that these new tourists’ needs are being satisfied, without really satisfying them. We are helping save the
environment if we excuse hotels of the expense and bother of changing our sheets and towels each day (disregarding the
likelihood that the environment would be in much better shape had many hotels not been built as they were in the first
place). Tourism is good for communities because it provides economic opportunities for local citizens (sometimes not even
true, and when it is true the opportunities are generally limited to minimum wage employment at best, with little possibility
of advancement). Since the tourism industry has proven time and again its adeptness at anticipating tourist desires and
marketing impossible dreams, this scenario cannot be disregarded.

3.2. Future scenario 2: individual change

A second scenario is that a significant proportion of these new tourists will put their money where their consciences lie
and actually demand that their expectations for sustainability and socially responsible tourism be addressed. This will
require individual change on the demand side of tourism, with consumers willing to reduce their consumption, demand
environmentally sustainable facilities, and as Kelly [21] suggests ‘‘give greater priority to relationships, environmental
immersion, and leisure based on personal investments rather than commodity and entertainment purchase.’’ The rise in
popularity of such niche markets as ecotourism, sustainable tourism, and community-based tourism suggests that there is a
growing market for such experiences.

3.3. Future scenario 3: structural change

The third scenario calls for structural change in the tourism industry, with greater focus on providing more opportunities
for sustainable and socially responsible tourism. This is already occurring to some extent, with the development of support
systems (e.g., marketing and quality control mechanisms) directed to the interests of small scale, community-oriented
tourism initiatives. Major international organizations, including UNESCO, the World Tourism Organization, and
Conservation International have moved solidly in support of sustainable tourism initiatives. The challenge of the future
is to recognize principles of sustainability and socially responsible tourism as an industry standard. At present such
initiatives tend to be more a supplement to mainstream tourism development, rather than a genuine alternative. For
example, the considerable development of ecotourism opportunities in places like Costa Rica and Belize does not seem to
have reduced the demand for other tourism facilities that are environmentally unsound and far from beneficial to local
populations, and ecotourism might actually be helping to increase that demand. Rather than choosing between one or the
other, tourists seem most likely to partake of both, spending part of their holidays in luxury hotels located in already
populated urban centers and beach resort areas, and devoting a few other days to the more adventuresome opportunities for
ecotourism and other alternative tourism venues.
The future is likely to see each of these scenarios played out. Tourism promoters and developers have already jumped on
the bandwagons of environmental and social responsibility. The measure of their sincerity might not matter much as tourists
themselves become better informed and more discerning and as the number of well-conceived tourism alternatives
increases. Whether this trend toward a gentler form of tourism makes much difference in the long run will depend upon how
strong it remains in the face of what is certain to be continued growth in the numbers of people worldwide who will be
seeking tourism opportunities.

Acknowledgment

I want to thank Darcie Luce for her assistance in preparing this article.

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