the history of tourism

How and When Did Tourism Start?

Most of us love to travel and when we think about travelling, what we probably have in mind are the best two or three weeks of the year. Tourism has become a major industry and it creates around 100 million jobs worldwide.

Achim Riemann

In 1854, the first travel agency opened. In 1869, one of the first group tours was launched. It included attendance at the opening of the Suez Canal in Egypt.

But how did it all start?

A long time ago, people initially moved around for practical reasons, such as looking for food or water, or fleeing natural disasters or enemies. But as early as ancient Egypt and in the other “high” cultures found throughout the continents at the time, people started to travel for religious reasons. They set out on pilgrimages, for example to Mecca, or on journeys to take a ritual bath in the Ganges River. That was the beginning of tourism.

What about modern tourism?

Modern tourism can be traced back to the so-called “Grand Tour”, which was an educational journey across Europe. One of the first who embarked on this journey was the King of Poland and Grand Duke of Lithuania, Wladyslaw IV Vasa, also known as Wladislaus Sigismundus, Prince of Poland and Sweden. And yes, the grand tour was just for the super-rich. In 1624, Wladyslaw travelled to Germany, Belgium, the Netherlands, France, Switzerland, Italy, Austria and the Czech Republic. (1)

Poor or even normal people had neither the money nor the time to go on a holiday. However, that started to change at the end of the 19th century. Around 1880, employees in Europe and North America were granted their first work-free days besides Sundays and the mostly Christian holidays, such as Easter or Christmas. These extra work-free days were usually unpaid in the beginning. Since most people couldn’t spare the money for travel, this led to excursions into the surroundings rather than travelling.

The founders of international “tourism” in Europe were the British

Thomas Cook is considered the founder of what is known as organized “package” holidays. In the last decades of the 19th century, the upper social classes in England were so wealthy due to the income from the British Empire that they were the first to be able to afford trips to far-flung areas. (1)

In 1854, the first travel agency opened. In 1869, one of the first group tours was launched. It included attendance at the opening of the Suez Canal in Egypt. From 1889, people took holiday cruises on steamships with musical performances. Seaside holidays became really popular around 1900 (and continue to be popular to this today). From the 1970s onwards, many in the industrialised countries could finally afford a holiday trip. The first criticism over this arose at the beginning of the 1970s: due to tourism, there were as many tourists in Spain in 1973 as there were inhabitants. (2)

In 2019, before the coronavirus pandemic, 1.5 billion tourist arrivals were recorded around the world, a 4% increase compared to 2018's figures. The most visited countries in 2019 were France with 89 million tourists, followed by Spain with 83 million tourists and the United States with 80 million tourists. China and Italy sit at fourth and fifth places, respectively, with 63 million tourists in China and 62 million tourists in Italy. (3)

And what are the most visited tourist attractions worldwide? According to a recent research from TripAdvisor, these are the top five: the Colosseum (Italy), the Louvre (France), the Vatican, the Statue of Liberty (USA), the Eiffel Tower (France) (4).

• Wikipedia: https://de.wikipedia.org/wiki/Tourismus , 12.03.2022
• Wikipedia: https://de.wikipedia.org/wiki/Massentourismus , 12.03.2022
• TravelBook: https://www.travelbook.de/ziele/laender/die-meistbereisten-laender-der-welt
• Travel Wanderlust: https://www.travelwanderlust.co/articles/most-visited-tourist-attractions-in-the-world/  12.03.2022

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The fascinating history of tourism and aviation

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The history of tourism is absolutely fascinating. Why do we go on holiday to the Caribbean? How was the cruise developed? Why did we start travelling by plane? This article answers all of these questions and more about the history of tourism.

Ancient times

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The history of tourism is a long one. Whilst we may not always have had high speed trains, aircraft and luxurious cruise ships , people have long had the desire to be tourists .

The history of tourism can largely be attributed to technological developments in transport. The more roads that are built, the more places people can drive. The more airports that open, the more places that people can fly to.

The history of tourism is also closely related to the global economic, social and political outlook. Someone with lots of money is more likely to travel somewhere for a holiday than someone who does not have much money, for example. Likewise, many tourists are not likely to travel to a destination that is suffering from political instability.

There are many ways that the tourism industry and grown and developed over the years. In this article I will explain some of the elements of the history of tourism.

When did the history of tourism really begin? We can’t pinpoint it and, for obvious reasons, we can only really guess about tourism in ancient times. There are no selfies and no travel brochures to look back on, but we do know that people DID travel in ancient times. Historians have found records that provide an insight into the reasons that people travelled, and how this evolved into tourism.

We know that cultures and nations moved their armed forces around in order to conquer other areas, and to control trade routes and various resources. This created foundations for future travel. As the Egyptian , Roman and Eastern Mediterranean Empires emerged, necessary travel turned into tourism. The Phoenicians, for example, travelled not only to develop trade routes but also because of curiosity. They had a desire to discover what lay beyond that area of the Mediterranean. 

And other peoples likely did the same. The Mayas in modern day Mexico , and members of the Shang Dynasty in modern day China, travelled to see what was beyond their own borders. They also wanted to spread their civilisations, of course. Historians have been able to find evidence of ancient travels – artefacts from other places turning up in excavations, that couldn’t be there unless the ancient people had their own form of tourism.

It is hard to know when simple travel turned into what we would define as tourism . As mentioned, the Empire Era (beginning with the Egyptians, including the Greeks and stretching unit the eventual form the Roman Empire) was influential in the development of travel and tourism . As time went on, people travelled more. They travelled for various reasons: commercial, educational, governmental and religious purposes. With consolidated governments in different central locations established as early as the Egyptian Kingdoms (4850-715 BC), travel was a necessity.

And because travel was a necessity, so too were basic necessities. Lodging and food needed to be provided to those visiting from other areas, which likely gave way to a realisation that you could travel to another place just because. This is especially true of the Greeks (900-200 BC). They wanted to find fun in new locations – they promoted the use of a common language, and their money became a form of common currency.

Places that were important in terms of government activities turned into what we might call tourist attractions . With shops, places to eat and drink, sports to watch, gaming and even theatre, there was plenty to do if you travelled to a different area. This only evolved further with the ancient Romans. During their empire (500 BC – 300 AD), good roads were developed and water routes improved. Inns were opened, around 30 miles apart from each other – a relatively easy days journey in between, so you always had a place to rest at night. Horses could even be hired here.

Roman roads expanded into a 50,000-mile system. With their currency now almost universally accepted, and common languages such as Greek and Latin being used, travel constantly became easier and less stressful. Then came the common legal system. This allowed for people to feel safer and more protected as they traveled – whether that be for pleasure, business or adventure. Cities throughout the Roman empire (such as Pompeii) became destinations for the middle and upper classes to explore during their downtime.

This can teach us something about the way we travel today. Tourism booms when people have more free time (such as during school holidays) and currencies are easily exchangeable. There are common languages, and the existence of law allows for a feeling of personal safety. If any of these factors were to be removed, people would be less inclined to travel. This was seen during the Middle Ages, when tourism was in decline.

Throughout the Middle Ages (5-14th centuries AD) travel – and by extension tourism – was pretty much nonexistent. It became dangerous after the fall of the Roman Empire. While there had been a commonality among nations, there were now autonomous areas thanks to a feudal system. Transport was fragmented; so was language and currency. This made travelling to somewhere different much more difficult than it had been.

And when people did travel, it wasn’t for leisure. With the Roman Catholic Church gaining power, there were nine crusades in attempt to retake the Holy Land between 1096 and 1291 AD. But they all failed, and left people with a desire to see the world outside of their own locality. People were keen to experience different civilisations.

Merchants – like Marco Polo – started to travel far and wide after the failed crusades. Polo’s travels in particular (1295-1295 AD) were reported on, and people started to become more interested in travelling again.

So travel was reborn. During the Renaissance (14-16th centuries AD) more merchants travelled further afield. This was in part due to the church and royalty controlling larger geographic areas than they previously had done. Trade routes also started to reopen. Commercial activity grew, and people continued to venture out of their own towns and territories. 

The first real tourist , according to historians, was Cyriacus of Ancona. He journeyed around the Mediterranean, eager to learn about Greek and Roman history. His desire to learn about what had come before – and to see what remained – encouraged others to think about how travel could benefit education. And so, the Grand Tour Era emerged…

The Grand Tour era is an important part of the history of tourism. The era of the Grand Tour (1613-1785) was when tourism as we know it really came into play. Starting with the most wealthy in society, people travelled to learn. It was fashionable, and soon became a status symbol in its own way.

Those who were ‘coming of age’ would travel throughout Europe to see art, architecture, science and more in countries other than their own. Generally the most visited places were France , Switzerland , Germany and Italy . Each ‘Grand Tour’ would last a couple of years. People would travel by carriage, and be accompanied by someone older to take care of them.

This changed slightly with the introduction of the industrial revolution in around 1750. Economic and social structures were changed forever. The revolution meant that lengthy journeys such as a Grand Tour trip were no longer particularly viable for many people. Factory life and business management, and indeed modern industrialism as a whole, led to people becoming more tied down.

Transport changed too – it became more efficient as economies grew and technology advanced. Markets stretched across borders and individuals had higher incomes; travel was now for business and leisure, but with less free time trips were shorted. The tourism industry had to develop rapidly to ensure they could meet the newfound needs of potential customers.

The next stage in the history of tourism is all about mobility. As time moved on, the economy (and personal wealth) continued to grow. Increased leisure time and more accessible travel meant that tourism boomed. Because less people were tied down to all-consuming jobs such as farm work and more had moved on to working in offices, jobs and factories, there was more free time available. The Mobility Era (1800-1944) was defined by an increase in travel to new locations both near and far.

With new roads, passenger trains , stagecoaches and sailing ships becoming more common, tourism continued to grow. France and Great Britain had fantastic road and railroad systems which made the idea of travel even more available to people.

Then along came Thomas Cook , who can definitely be credited with bringing travel and tourism to the general public- Thomas Cook is one of the most famous names in the history of tourism! He was the first to introduce a tour package – travel and accommodation, with food often included too. In 1841 he arranged for a tour of around 570 people to travel from Loughborough to Leicester. For a shilling the journey included food and entertainment. There was instant demand for more of the same, and so the full-time business of arranging and providing travel services was born!

The Mobility Era continued to make changes. Cars and air travel were introduced next; with Henry Ford’s mass production for the Model T (1914), individuals had more freedom to travel. And thanks to Orville and Wilbur Wright ’s successful test of the aeroplane in Kitty Hawk, North Carolina, commercial air travel was also introduced. This meant the time it took to travel long distance was much shorter, and thus people were more mobile.

Another important time in the history of tourism is the modern era. The ability to move around and see new places was a start. Mass tourism continued to develop in the first half of the 20th century. George Westinghouse introduced the idea of paid leave from work, with a firm belief that allowing staff paid time off would be beneficial to productivity levels overall. This gave the working and middle classes in certain countries the time and money to fulfil their travel dreams – so the demand for tourism grew.

And as World War II came to an end in the 1940s, those who had been forced to travel during the war where keen to replicate this experience in a more positive way. They were now eager to travel for fun! They also wanted to share this with their loved ones, whether that be through travelling together or sharing stories that made these people want to travel too.

With gas/petrol no longer rationed, economies growing and cars once again being mass-produced, people travelled around in their cars – this was especially true in America, where the motel business really took off. This is similar, in a way, to the inns during the Empire Era.

Many factors contributed to the exponential growth of the travel industry. Hotels and motels took to the franchising model of business expansion, and jet travel was properly introduced in the 1950s, becoming popular throughout the 1960s.

Another fifties introduction helped: the credit card. Originally the Diners Club card, this provided travellers with the means to buy things wherever they were in the world without the hassle of currency exchange and carrying cash. To this day, credit cards are the preferred way to spend money when travelling.

So people had time, they had money – travel was safe and accessible. Tourism has simply continued to grow ever since. We now have mass tourism, and the people who engage in it can be split into two groups. These are ‘organisation mass tourists’ who make use of package deals and pre-prepared itineraries, and ‘individual mass tourists’. The second group travel independently but do use mass tourism services (airlines, hotel companies etc) which have been promoted in the media.

Travel is still ever-changing, though. People no longer necessarily travel just for the sake of travel – they want an immersive experience , adventure and the chance to give back to the local community . Tourism, and the travel companies with the industry, have to keep up with the different demands. 

Throughout the 21st century, Internet access has become more common and new borders have opened. There is always increased wealth and mobility of citizens. As different countries become attractive to tourists, their economy grows – which, in turn, makes the destination more attractive. This is why tourism is SO important !

There are always peaks and troughs when it comes to tourism. Terrorism, health scares and political/economic instability often discourage travel. There are now increased security procedures at airports, borders and attractions which can be off-putting for some people. But, for the most part, people love to travel.

In the post-modern tourism era, consumers are more savvy, more fussy and more aware. Nowadays, people care more about environmental conservation , community impact , economic leakage and other such issues and are far more considerate when they plan and undertake their travels.

Also, people now search for experiences that are authentic and are looking to experience a range of different types of tourism . Organisations working within the sector can now offer far more smart tourism experiences, such as virtual tourism – which was widely used during the Coronavirus outbreak of 2020.

Similarly, consumers are more Internet savvy in the post-modern era, meaning that they are leaning towards independent research and dynamic packaging as opposed to using the traditional package tourism methods that were so popular for so many years. In fact, as a result of this change in buying behaviour, many tour operators and travel agents have gone out of business, including the famous Thomas Cook.

The history of aviation

An account of the history of tourism wouldn’t be complete without discussing the integral role that aviation has played. So, lets dig a bit deeper into the history of aviation specifically…

What most people don’t realise when considering the history of tourism is that aviation and flight has actually been around for thousands of years! Dating back to the ancient years in Greek mythology is the story of Icarus and Daedalus who attempted to create a pair of wings using wax and feathers.

While this invention sadly ended in tragedy, one thing it shows is that humans have been interested and intrigued by flight for centuries. It took us a bit of time to master the skies, however and it is thanks largely to the famous Wright Brothers and to various military developments that we have the aviation industry that we do today.

The first aircraft known to be made by men was the kite. Created in China , the time is not known but many say it was sometime in the 5th Century, these kites are similar to the kites we still use today. Taking it a step further, the Chinese invented “man-lifting kites” which today are known as hot air balloons.

By the 1700s, aviation as we know it today was in full swing and inventors were exploring different devices, inventions and failures. At this time, there were two main categories of aviation: lighter than air aviation and heavier than air. This was an important time in the history of tourism.

In 1783, the Montgolfier brothers revealed their hot air balloon which didn’t need man to power it and the balloon flew over Annonay, France. This really started a wave of inventors who were interested in creating crafts that could fly without man powering it.

Later in that year, the brothers set up what is known as the first manned flight, with a tethered hot air balloon. A few weeks later, the brothers launched a manned flight with two astronauts onboard, that was untethered. Although the flight didn’t last very long because the fire began to burn the fabric, this is the beginning of modern-day aviation.

On this date, Orville and Wilbur Wright changed the face of aviation and what it is today, making this day as a pivotal moment in the history of tourism.

Successfully completing four flights in their “flyer”, these brothers lasted mere seconds in the air in their aircraft and covered some 800 feet. Setting a new standard for aviation, these flights relied on power and control to work. This was brand new in the world of aviation and a very exciting achievement!

Because of the efforts of the Wright brothers, in 1914, the first passenger flight was used in the United States. Traveling from St. Petersburg and Tampa, Florida , these flights only lasted a few months but paved the way for what we know today as transcontinental aviation and marked an important development in the history of tourism.

The 1920’s and 1930’s were a time of major improvements and inventions in the aviation industry. Aircraft designs that were ahead of their time and influenced aircrafts that we see today, were being used to allow people to travel from one place to another comfortably.

During the time of World War II, many cities and countries had established their own airports and military aircrafts were being repurposed as commercial planes and personal planes. The War was a time of using these aircrafts to travel from one country to the next and the growth of international aviation during this time is monumental. This was a huge time in the history of tourism!

Not long after this time period, the Convention on International Civil Aviation was founded and still stands today. Also known as the Chicago Convention , this agency was established to regulate standards, safety and efficiency of all civil flights. Today, the agency has made significant improvements in the world of aviation and has allowed for safer and more economical airliners.

After the post World War II era there were substantial developments to the history of tourism and aviation. In the 1970’s, many aircraft became digitised and had computer systems built into the craft. Because of the creation of these systems, better aircraft have been made and the designs of airplanes have become sleeker, safer and more comfortable over the years.

Computer simulations of flights have also led to the design of lighter aircraft and airplanes that are stronger. Today’s aviation industry offers one of the safest forms of transportation and has taken huge strides over the years.

The history of aviation aviation has been and continues to be a huge part of the economy for the entire world and has seen major improvements over the years. Without the discoveries from inventors that came before us, airplanes and travel may not be where they are today.

Recent years have seen the development of double decker aircraft, cleaner and greener aircraft and aircraft that can operate longer distances…. will be have supersonic aircraft in the future? Biofuels? Only time will tell- the history of tourism is not complete yet!

As you can see, the history of tourism is long and fruitful. While the industry has had its ups and downs, largely due to outside factors such as economic recession, war or a virus outbreak, it has continued to play an ever-important role in our lives. If you enjoyed this article on the history of tourism, I recommend that you take a look at these articles too-

• The fascinating history of Thomas Cook
• The fascinating history of the hotel industry
• History of transportation
• The fascinating history of Aviation

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A History of Modern Tourism

Tourism is one of the largest industries in the world, yet leisure travel is more than just economically important. It plays a vital role in defining who we are by helping to place us in space and time. In so doing, it has aesthetic, medical, political, cultural, and social implications. However, it hasn’t always been so. Tourism as we know it is a surprisingly modern thing, both a product of modernity and a force helping to shape it. A History of Modern Tourism is the first book to track the origins and evolution of this pursuit from earliest times to the present. From a new understanding of aesthetics to scientific change, from the invention of steam power to the creation of aircraft, from an elite form of education to family car trips to see national ‘shrines,’ this book offers a sweeping and engaging overview of a fascinating story not yet widely known.

Want to create or adapt books like this? Learn more about how Pressbooks supports open publishing practices.

Chapter 1. History and Overview

Learning Objectives

• Specify the commonly understood definitions of tourism and tourist
• Classify tourism into distinct industry groups using North American Industry Classification Standards (NAICS)
• Define hospitality  
• Gain knowledge about the origins of the tourism industry
• Provide an overview of the economic, social, and environmental impacts of tourism worldwide
• Understand the history of tourism development in Canada and British Columbia
• Analyze the value of tourism in Canada and British Columbia
• Identify key industry associations and understand their mandates

What Is Tourism?

Before engaging in a study of tourism , let’s have a closer look at what this term means.

Definition of Tourism

There are a number of ways tourism can be defined, and for this reason, the United Nations World Tourism Organization (UNWTO)  embarked on a project from 2005 to 2007 to create a common glossary of terms for tourism. It defines tourism as follows:

Tourism is a social, cultural and economic phenomenon which entails the movement of people to countries or places outside their usual environment for personal or business/professional purposes. These people are called visitors (which may be either tourists or excursionists; residents or non-residents) and tourism has to do with their activities, some of which imply tourism expenditure ( United Nations World Tourism Organization , 2008).

Using this definition, we can see that tourism is the movement of people for a number of purposes (whether business or pleasure).

Definition of Tourist

Building on the definition of tourism, a commonly accepted description of a  tourist is “someone who travels at least 80 km from his or her home for at least 24 hours, for business or leisure or other reasons” (LinkBC, 2008, p.8). The United Nations World Tourism Organization (1995) helps us break down this definition further by stating tourists can be:

• Domestic (residents of a given country travelling only within that country)
• Inbound (non-residents travelling in a given country)
• Outbound (residents of one country travelling in another country)

The scope of tourism, therefore, is broad and encompasses a number of activities.

Spotlight On: United Nations World Tourism Organization (UNWTO)

UNWTO is the United Nations agency responsible “for the promotion of responsible, sustainable and universally accessible tourism” (UNWTO, 2014b). Its membership includes 156 countries and over 400 affiliates such as private companies and non-governmental organizations. It promotes tourism as a way of developing communities while encouraging ethical behaviour to mitigate negative impacts. For more information, visit the UNWTO website : http://www2.unwto.org/.

NAICS: The North American Industry Classification System

Given the sheer size of the tourism industry, it can be helpful to break it down into broad industry groups using a common classification system. The North American Industry Classification System (NAICS) was jointly created by the Canadian, US, and Mexican governments to ensure common analysis across all three countries (British Columbia Ministry of Jobs, Tourism and Skills Training, 2013a). The tourism-related groupings created using NAICS are (in alphabetical order):

• Accommodation
• Food and beverage services (commonly known as “F & B”)
• Recreation and entertainment
• Transportation
• Travel services

These industry groups are based on the similarity of the “labour processes and inputs” used for each (Government of Canada, 2013). For instance, the types of employees and resources required to run an accommodation business — whether it be a hotel, motel, or even a campground — are quite similar. All these businesses need staff to check in guests, provide housekeeping, employ maintenance workers, and provide a place for people to sleep. As such, they can be grouped together under the heading of accommodation. The same is true of the other four groupings, and the rest of this text explores these  industry groups, and other aspects of tourism, in more detail. 

The Hospitality Industry

When looking at tourism it’s important to consider the term  hospitality . Some define hospitality as “t he business of helping people to feel welcome and relaxed and to enjoy themselves” (Discover Hospitality, 2015, ¶ 3). Simply put, the hospitality industry is the combination of the accommodation and food and beverage groupings, collectively making up the largest segment of the industry. You’ll learn more about accommodations and F & B in Chapter 3 and Chapter 4, respectively. 

Before we seek to understand the five industry groupings in more detail, it’s important to have an overview of the history and impacts of tourism to date.

Global Overview

Origins of tourism.

Travel for leisure purposes has evolved from an experience reserved for very few people into something enjoyed by many. Historically, the ability to travel was reserved for royalty and the upper classes. From ancient Roman times through to the 17th century, young men of high standing were encouraged to travel through Europe on a “grand tour” (Chaney, 2000). Through the Middle Ages, many societies encouraged the practice of religious pilgrimage, as reflected in Chaucer’s Canterbury Tales and other literature.

The word hospitality  predates the use of the word tourism , and first appeared in the 14th century. It is derived from the Latin hospes , which encompasses the words guest, host , and foreigner (Latdict, 2014). The word tourist  appeared in print much later, in 1772 (Griffiths and Griffiths, 1772). William Theobald suggests that the word  tour  comes from Greek and Latin words for circle and turn, and that tourism and tourist  represent the activities of   circling away from home, and then returning (Theobald, 1998).

Tourism Becomes Business

Cox & Kings, the first known travel agency, was founded in 1758 when Richard Cox became official travel agent of the British Royal Armed Forces (Cox & Kings, 2014).  Almost 100 years later, in June 1841, Thomas Cook opened the first leisure travel agency, designed to help Britons improve their lives by seeing the world and participating in the temperance movement. In 1845, he ran his first commercial packaged tour, complete with cost-effective railway tickets and a printed guide (Thomas Cook, 2014).

The continued popularity of rail travel and the emergence of the automobile presented additional milestones in the development of tourism. In fact, a long journey taken by Karl Benz’s wife in 1886 served to kick off interest in auto travel and helped to publicize his budding car company, which would one day become Mercedes Benz (Auer, 2006). We take a closer look at the importance of car travel later this chapter, and of transportation to the tourism industry in Chapter 2.

Fast forward to 1952 with the first commercial air flights from London, England, to Johannesburg, South Africa, and Colombo, Sri Lanka (Flightglobal, 2002) and the dawn of the jet age, which many herald as the start of the modern tourism industry. The 1950s also saw the creation of Club Méditérannée (Gyr, 2010) and similar club holiday destinations, the precursor of today’s all-inclusive resorts.

The decade that followed is considered to have been a significant period in tourism development, as more travel companies came onto the scene, increasing competition for customers and moving toward “mass tourism, introducing new destinations and modes of holidaying” (Gyr, 2010, p. 32).

Industry growth has been interrupted at several key points in history, including World War I, the Great Depression, and World War II. At the start of this century, global events thrust international travel into decline including the September 11, 2001, attack on the World Trade Center in New York City (known as 9/11), the war in Iraq, perceived threat of future terrorist attacks, and health scares including SARS, BSE (bovine spongiform encephalopathy), and West Nile virus (Government of Canada, 2006).

At the same time, the industry began a massive technological shift as increased internet use revolutionized travel services. Through the 2000s, online travel bookings grew exponentially, and by 2014 global leader Expedia had expanded to include brands such as Hotels.com, the Hotwire Group, trivago, and Expedia CruiseShip Centers, earning revenues of over $4.7 million (Expedia Inc., 2013).

A more in-depth exploration of the impact of the online marketplace, and other trends in global tourism, is provided in Chapter 14. But as you can already see, the impacts of the global tourism industry today are impressive and far reaching. Let’s have a closer look at some of these outcomes.

Tourism Impacts

Tourism impacts can be grouped into three main categories: economic, social, and environmental. These impacts are analyzed using data gathered by businesses, governments, and industry organizations.

Economic Impacts

According to a UNWTO report, in 2011, “international tourism receipts exceeded US$1 trillion for the first time” (UNWTO, 2012). UNWTO Secretary-General Taleb Rifai stated this excess of $1 trillion was especially important news given the global economic crisis of 2008, as tourism could help rebuild still-struggling economies, because it is a key export and labour intensive (UNWTO, 2012). 

Tourism around the world is now worth over $1 trillion annually, and it’s a growing industry almost everywhere. Regions with the highest growth in terms of tourism dollars earned are the Americas, Europe, Asia and the Pacific, and Africa. Only the Middle East posted negative growth at the time of the report (UNWTO, 2012).

While North and South America are growing the fastest, Europe continues to lead the way in terms of overall percentage of dollars earned (UNWTO, 2012):

• Europe (45%)
• Asia and the Pacific (28%)
• North and South America (19%)
• Middle East (4%)

Global industry growth and high receipts are expected to continue. In its August 2014 expenditure barometer, the UNWTO found worldwide visitation had increased by 22 million people in the first half of the year over the previous year, to reach 517 million visits (UNWTO, 2014a). As well, the UNWTO’s  Tourism 2020 Vision predicts that  international arrivals will reach nearly 1.6 billion by 2020 . Read more about the Tourism 2020 Vision : http://www.e-unwto.org/doi/abs/10.18111/9789284403394

Social Impacts

In addition to the economic benefits of tourism development, positive social impacts include an increase in amenities (e.g., parks, recreation facilities), investment in arts and culture, celebration of First Nations people, and community pride. When developed conscientiously, tourism can, and does, contribute to a positive quality of life for residents.

However, as identified by the United Nations Environment Programme (UNEP, 2003a), negative social impacts of tourism can include:

• Change or loss of indigenous identity and values
• Culture clashes
• Physical causes of social stress (increased demand for resources)
• Ethical issues (such as an increase in sex tourism or the exploitation of child workers)

Some of these issues are explored in further detail in Chapter 12, which examines the development of Aboriginal tourism in British Columbia.

Environmental Impacts

Tourism relies on, and greatly impacts, the natural environment in which it operates. Even though many areas of the world are conserved in the form of parks and protected areas, tourism development can have severe negative impacts. According to UNEP (2003b), these can include:

• Depletion of natural resources (water, forests, etc.)
• Pollution (air pollution, noise, sewage, waste and littering)
• Physical impacts (construction activities, marina development, trampling, loss of biodiversity)

The environmental impacts of tourism can reach outside local areas and have an effect on the global ecosystem. One example is increased air travel, which is a major contributor to climate change. Chapter 10 looks at the environmental impacts of tourism in more detail.

Whether positive or negative, tourism is a force for change around the world, and the industry is transforming at a staggering rate. But before we delve deeper into our understanding of tourism, let’s take a look at the development of the sector in our own backyard.

Canada Overview

Origins of tourism in canada.

Tourism has long been a source of economic development for our country. Some argue that as early as 1534 the explorers of the day, such as Jacques Cartier, were Canada’s first tourists (Dawson, 2004), but most agree the major developments in Canada’s tourism industry followed milestones in the transportation sector: by rail, by car, and eventually, in the skies.

Railway Travel: The Ties That Bind

The dawn of the railway age in Canada came midway through the 19th century. The first railway was launched in 1836 (Library and Archives Canada, n.d.), and by the onset of World War I in 1914, four railways dominated the Canadian landscape: Canadian Pacific Railway (CPR), Canadian Northern Railway (CNOR), the Grand Trunk Railway (GTR), and the Grand Trunk Pacific (GTP). Unfortunately, their rapid expansion soon brought the last three into near bankruptcy (Library and Archives Canada, n.d.).

In 1923, these three rail companies were amalgamated into the Canadian National Railway (CNR), and together with the CPR, these trans-continentals dominated the Canadian travel landscape until other forms of transportation became more popular. In 1978, with declining interest in rail travel, the CPR and CNR were forced to combine their passenger services to form VIA Rail (Library and Archives Canada, n.d.).

The Rise of the Automobile

The rising popularity of car travel was partially to blame for the decline in rail travel, although it took time to develop. When the first cross-country road trip took place in 1912, there were only 16 kilometres of paved road across Canada (MacEachern, 2012). Cars were initially considered a nuisance, and the National Parks Branch banned entry to automobiles, but later slowly began to embrace them. By the 1930s, some parks, such as Cape Breton Highlands National Park, were actually created to provide visitors with scenic drives (MacEachern, 2012).

It would take decades before a coast-to-coast highway was created, with the Trans-Canada Highway officially opening in Revelstoke in 1962. When it was fully completed in 1970, it was the longest national highway in the world, spanning one-fifth of the globe (MacEachern, 2012).

Early Tourism Promotion

As early as 1892, enterprising Canadians like the Brewsters became the country’s first tour operators, leading guests through areas such as Banff National Park (Brewster Travel Canada, 2014). Communities across Canada developed their own marketing strategies as transportation development took hold. For instance, the town of Maisonneuve in Quebec launched a campaign from 1907 to 1915 calling itself “Le Pittsburg du Canada.” And by 1935 Quebec was spending $250,000 promoting tourism, with Ontario, New Brunswick, and Nova Scotia also enjoying established provincial tourism bureaus (Dawson, 2004).

National Airlines

Our national airline, Air Canada, was formed in 1937 as Trans-Canada Air Lines. In many ways, Air Canada was a world leader in passenger aviation, introducing the world’s first computerized reservations system in 1963 ( Globe and Mail , 2014). Through the 1950s and 1960s, reduced airfares saw increased mass travel. Competitors including Canadian Pacific (which became Canadian Airlines in 1987) began to launch international flights during this time to Australia, Japan, and South America ( Canadian Geographic, 2000). By 2000, Air Canada was facing financial peril and forced to restructure. A numbered company, owned in part by Air Canada, purchased 82% of Canadian Airline’s shares, with the result of Air Canada becoming the country’s only national airline ( Canadian Geographic, 2000).

Parks and Protected Areas

A look at the evolution of tourism in Canada would be incomplete without a quick study of our national parks and protected areas. The official conserving of our natural spaces began around the same time as the railway boom, and in 1885 Banff was established as Canada’s first national park. By 1911, the Dominion Forest Reserves and Parks Act created the Dominion Parks Branch, the first of its kind in the world (Shoalts, 2011).

The systemic conservation and celebration of Canada’s parks over the next century would help shape Canada’s identity, both at home and abroad. Through the 1930s, conservation officers and interpreters were hired to enhance visitor experiences. By 1970, the National Park System Plan divided Canada into 39 regions, with the goal of preserving each distinct ecosystem for future generations. In 1987, the country’s first national marine park was established in Ontario, and in the 20 years that followed, 10 new national parks and marine conservation areas were created (Shoalts, 2011).

The role of parks and protected areas in tourism is explored in greater detail in Chapter 5 (recreation) and Chapter 10 (environmental stewardship).

Global Shock and Industry Decline

As with the global industry, Canada’s tourism industry was impacted by world events such as the Great Depression and the World Wars.

More recently, global events such as 9/11, the SARS outbreak, and the war in Iraq took their toll on tourism receipts. Worldwide arrivals to Canada dropped 1% to 694 million in 2003, after three years of stagnant growth. In 2005, spending reached $61.4 billion with domestic travel accounting for 71% (Government of Canada, 2006).

Tourism in Canada Today

In 2011, tourism created $78.8 billion in total economic activity and 603,400 jobs. Tourism accounted for more of Canada’s gross domestic product (GDP) than agriculture, forestry, and fisheries combined (Tourism Industry Association of Canada, 2014).

Spotlight On: The Tourism Industry Association of Canada (TIAC)

Founded in 1930 and based in Ottawa, the Tourism Industry Association of Canada (TIAC) is the national private-sector advocate for the industry. Its goal is to support policies and programs that help the industry grow, while representing over 400 members including airports, concert halls, festivals and events, travel services providers, and businesses of all sizes. For more information, visit the Tourism Industry Association of Canada’s website : http://tiac.travel/About.html

Unfortunately, while overall receipts from tourism appear healthy, and globally the industry is growing, according to a recent report, Canada’s historic reliance on the US market (which traditionally accounts for 75% of our market) is troubling. Because three out of every four international visitors to Canada originates in the United States, the 55% decline in that market since 2000 is being very strongly felt here. Many feel the decline in American visitors to Canada can be attributed to tighter passport and border regulations, the economic downturn (including the 2008 global economic crisis), and a stronger Canadian dollar (TIAC, 2014).

Despite disappointing numbers from the United States, Canada continues to see strong visitation from the United Kingdom, France, Germany, Australia, and China. In 2011, we welcomed 3,180,262 tourists from our top 15 inbound countries (excluding the United States). Canadians travelling domestically accounted for 80% of tourism revenues in the country, and TIAC suggested that a focus on rebounding US visitation would help grow the industry (TIAC, 2014).

Spotlight On: The Canadian Tourism Commission

Housed in Vancouver, Destination Canada , previously the Canadian Tourism Commission (CTC), is responsible for promoting Canada in several foreign markets: Australia, Brazil, China, France, Germany, India, Japan, Mexico, South Korea, the United Kingdom, and the United States. It works with private companies, travel services providers, meeting professionals, and government organizations to help leverage Canada’s tourism brand,  Canada. Keep Exploring . It also conducts research and has a significant image library (Canadian Tourism Commission, 2014). For more information, visit  Destination Canada website : http://en.destinationcanada.com/about-ctc.

As organizations like TIAC work to confront barriers to travel, the Canadian Tourism Commission (CTC) is active abroad, encouraging more visitors to explore our country. In Chapter 8, we’ll delve more into the challenges and triumphs of selling tourism at home and abroad.

The great news for British Columbia is that once in Canada, most international visitors tend to remain in the province they landed in, and BC is one of three provinces that receives the bulk of this traffic (TIAC, 2012). In fact, BC’s tourism industry is one of the healthiest in Canada today. Let’s have a look at how our provincial industry was established and where it stands now.

British Columbia Overview

Origins of tourism in bc.

As with the history of tourism in Canada, it’s often stated that the first tourists to BC were explorers. In 1778, Captain James Cook touched down on Vancouver Island, followed by James Douglas in 1842, a British agent who had been sent to find new headquarters for the Hudson’s Bay Company, ultimately choosing Victoria. Through the 1860s, BC’s gold rush attracted prospectors from around the world, with towns and economies springing up along the trail (PricewaterhouseCoopers, 2009).

Railway Travel: Full Steam Ahead!

The development of BC’s tourism industry began in earnest in the late 1800s when the CPR built accommodation properties along itsnewly completed trans-Canada route, capturing revenues from overnight stays to help alleviate their increasing corporate debt. Following the 1886 construction of small lodges at stops in Field, Rogers Pass, and Fraser Canyon, the CPR opened the Hotel Vancouver in May 1887 (Dawson, 2004).

As opposed to Atlantic Canada, where tourism promotion centred around attracting hunters and fishermen for a temporary infusion of cash, in British Columbia tourism was seen as a way to lure farmers and settlers to stay in the new province. Industry associations began to form quickly: the Tourist Association of Victoria (TAV) in February 1902, and the Vancouver Tourist Association in June of the same year (Dawson, 2004).

Many of the campaigns struck by these and other organizations between 1890 and 1930 centred on the province’s natural assets, as people sought to escape modern convenience and enjoy the environment. A collaborative group called the Pacific Northwest Travel Association (BC, Washington, and Oregon) promoted “The Pacific Northwest: The World’s Greatest Out of Doors,” calling BC “The Switzerland of North America.” Promotions like these seemed to have had an effect: in 1928, over 370,000 tourists visited Victoria, spending over $3.5 million (Dawson, 2004).

The Great Depression and World War II

As the world’s economy was sent into peril during the Great Depression in the 1930s, tourism was seen as an economic solution. A newly renamed Greater Victoria Publicity Bureau touted a “100 for 1” multiplier effect of tourism spending, with visitor revenues accounting for around 13.5% of BC’s income in 1930. By 1935, an organization known as the TTDA (Tourist Trade Development Association of Victoria and Vancouver Island) looked to create a more stable industry through strategies to increase visitors’ length of stay (Dawson, 2004).

In 1937, the provincial Bureau of Industrial and Tourist Development (BITD) was formed through special legislation with a goal of increasing tourist traffic. By 1938, the organization changed its name to the British Columbia Government Travel Bureau (BCGTB) and was granted a budget increase to $105,000. This was soon followed by an expansion of the BC Tourist Council designed to solicit input from across the province. And in 1939, Vancouver welcomed the King and Queen of England and celebrated the opening of the Lions Gate Bridge, activities that reportedly bolstered tourism numbers (Dawson, 2004).

The December 1941 Japanese attack on Pearl Harbor in Hawaii had negative repercussions for tourism on the Pacific Rim and was responsible for an era of decreased visitation to British Columbia, despite attempts by some to market the region as exciting. From 1939 to 1943, US visits to Vancouver (measured at the border) dropped from over 307,000 to approximately 183,600. Just two years later, however, that number jumped to 369,250, the result of campaigns like the 1943 initiative aimed at Americans that marketed BC as “comrades in war” (Dawson, 2004).

Post-War Rebound

We, with all due modesty, cannot help but claim that we are entering British Columbia’s half-century, and cannot help but observe that B.C. also stands for BOOM COUNTRY. – Phil Gagliardi, BC Minister of Highways, 1955 (Dawson, 2004, p.190)

A burst of post-war spending began in 1946, and although short-lived, was supported by steady government investment in marketing throughout the 1950s. As tourism grew in BC, however, so did competition for US dollars from Mexico, the Caribbean, and Europe. The decade that followed saw an emphasis on promoting BC’s history, its “Britishness,” and a commodification of Aboriginal culture. The BCGTB began marketing efforts to extend the travel season, encouraging travel in September, prime fishing season. It also tried to push visitors to specific areas, including the Lower Fraser Valley, the Okanagan-Fraser Canyon Loop, and the Kamloops-Cariboo region (Dawson, 2004).

In 1954, Vancouver hosted the British Empire Games, investing in the construction of Empire Stadium. A few years later, an increased emphasis on events and convention business saw the Greater Vancouver Tourist Association change its name in 1962 to the Greater Vancouver Visitors and Convention Bureau (PricewaterhouseCoopers, 2009).

The ski industry was also on the rise: in 1961, the lodge and chairlift on Tod Mountain (now Sun Peaks) opened, and Whistler followed suit five years later (PricewaterhouseCoopers, 2009). Ski partners became pioneers of collaborative marketing in the province with the foundation of the Ski Marketing Advisory Committee (SMAC) supported by Tod Mountain and Big White, evolving into today’s Canada’s West Ski Area Association (Magnes, 2010). This pioneer spirit was evident across the ski sector: the entire sport of heliskiing was invented by Hans Gosmer of BC’s Canadian Mountain Holidays, and today the province holds 90% of the world’s heliskiing market share (McLeish, 2014).

The concept of collaboration extended throughout the province as innovative funding structures saw the cost of marketing programs shared between government and industry in BC. These programs were distributed through regional channels (originally eight regions in the province), and considered “the most constructive and forward looking plan of its kind in Canada” (Dawson 2004, p.194).

Tourism in BC continued to grow through the 1970s. In 1971, the Hotel Room Tax Act was introduced, allowing for a 5% tax to be collected on room nights with the funds collected to be put toward marketing and development. By 1978, construction had begun on Whistler Village, with Blackcomb Mountain opening two years later (PricewaterhouseCoopers, 2009). Funding programs in the late 1970s and early 1980s such as the Canada BC Tourism Agreement (CBCTA) and Travel Industry Development Subsidiary Agreement (TIDSA) allowed communities to invest in projects that would make them more attractive tourism destinations. In the mountain community of Kimberley, for instance, the following improvements were implemented through a $3.1 million forgivable loan: a new road to the ski resort, a covered tennis court, a mountain lodge, an alpine slide, and nine more holes for the golf course (e-Know, 2011).

Around the same time, the “Super, Natural British Columbia” brand was introduced, and a formal bid was approved for Vancouver to host a fair then known as Transpo 86 (later Expo 86). Tourism in the province was about to truly take off.

Expo 86 and Beyond

By the time the world fair Expo 86 came to a close in October 1986, it had played host to 20,111,578 guests. Infrastructure developments, including rapid rail, airport improvements, a new trade and convention centre at Canada Place (with a cruise ship terminal), and hotel construction, had positioned the city and the province for further growth (PricewaterhouseCooopers, 2009). The construction and opening of the Coquihalla Highway through to 1990 enhanced the travel experience and reduced travel times to vast sections of the province (Magnes, 2010).

Take a Closer Look: The Value of Tourism

Tourism Vancouver Island, with the support of many partners, has created a website that directly addresses the value of tourism in the region. The site looks at the economics of tourism, social benefits of tourism, and a “what’s your role?” feature that helps users understand where they fit in. Explore the Tourism Vancouver Island website : http://valueoftourism.ca/.

By 2000, Vancouver International Airport (YVR) was named number one in the world by the International Air Transport Association’s survey of international passengers. Five years later, the airport welcomed a record 16.4 million passengers (PricewaterhouseCoopers, 2009).

Going for Gold

In 2003, the International Olympic Committee named Vancouver/Whistler as the host city for the 2010 Olympic and Paralympic Winter Games. Infrastructure development followed, including the expansion of the Sea-to-Sky Highway, the creation of Vancouver Convention Centre West, and the construction of the Canada Line, a rapid transport line connecting the airport with the city’s downtown.

As BC prepared to host the Games, its international reputation continued to grow. Vancouver was voted “Best City in the Americas” by Condé Nast Traveller magazine three years in a row. Kelowna was named “Best Canadian Golf City” by Canada’s largest golf magazine, and BC was named the “Best Golf Destination in North America” by the International Association of Golf Tour Operators. Kamloops, known as Canada’s Tournament City, hosted over 100 sports tournaments that same year, and nearby Sun Peaks Resort was named the “Best Family Resort in North America” by the Great Skiing and Snowboarding Guide in 2008 (PricewaterhouseCoopers, 2009).

By the time the Vancouver 2010 Olympic and Paralympic Games took place, over 80 participating countries, 6,000 athletes, and 3 billion viewers put British Columbia on centre stage.

Spotlight On: Destination British Columbia

Destination BC is a Crown corporation founded in November 2012 by the Government of British Columbia. Its mandate includes marketing the province as a tourist destination (at home and around the world), promoting the development and growth of the industry, providing advice and recommendations to the tourism minister on related matters, and enhancing public awareness of tourism and its economic value to British Columbia (Province of British Columbia, 2013b).

Tourism in BC Today

Building on the momentum generated by hosting the 2010 Winter Olympic Games, tourism in BC remains big business. In 2012, the industry generated $13.5 billion in revenue.

The provincial industry is made up of over 18,000 businesses, the majority of which are SMEs (small to medium enterprises), and together they employ approximately 127,300 people (Tourism Industry Association of BC, 2014). It may surprise you to learn that in British Columbia, tourism provides more jobs than high tech, oil and gas, mining, and forestry (Porges, 2014).

Spotlight On: The Tourism Industry Association of BC

Founded in 1993 as the Council of Tourism Associations, today the Tourism Industry Association of BC (TIABC) is a not-for-profit trade association comprising members from private sector tourism businesses, industry associations, and destination marketing organizations (DMOs). Its goal is to ensure the best working environment for a competitive tourism industry. It hosts industry networking events and engages in advocacy efforts as “the voice of the BC tourism industry.” Students are encouraged to join TIABC to take advantage of their connections and receive a discount at numerous industry events. For more information, visit the Tourism Industry Association of BC’s website : http://www.tiabc.ca/student-membership

One of the challenges for BC’s tourism industry, it has long been argued, is fragmentation. Back in September 1933, an article in the Victoria Daily Times argued for more coordination across organizations in order to capitalize on what they saw as Canada’s “largest dividend payer” (Dawson, 2004). Today, more than 80 years later, you will often hear BC tourism professionals say the same thing.

On the other hand, some experts believe that the industry is simply a model of diversity, acknowledging that tourism is a compilation of a multitude of businesses, services, organizations, and communities. They see the ways in which these components are working together toward success, rather than focusing on friction between the groups.

Many communities are placing a renewed focus on educating the general public and other businesses about the value of tourism and the ways in which stakeholders work together. The following case study highlights this in more detail:

Take a Closer Look: Tourism Pays in Richmond, BC

The community of Richmond, BC, brings to life the far-reaching positive economic effects of tourism in action. Watch the short video called “Tourism Pays” to see what we mean!: http://vimeo.com/31624689

Throughout the rest of this textbook, you’ll have a chance to learn more about the history and current outlook for tourism in BC, with in-depth coverage of some of the triumphs and challenges we’ve faced as an industry. You will also learn about the Canadian and global contexts of the tourism industry’s development.

As we’ve seen in this chapter, tourism is a complex set of industries including accommodation, recreation and entertainment, food and beverage services, transportation, and travel services. It encompasses domestic, inbound, and outbound travel for business, leisure, or other purposes. And because of this large scope, tourism development requires participation from all walks of life, including private business, governmental agencies, educational institutions, communities, and citizens.

Recognizing the diverse nature of the industry and the significant contributions tourism makes toward economic and social value for British Columbians is important. There remains a great deal of work to better educate members of the tourism industry, other sectors, and the public about the ways tourism contributes to our province.

Given this opportunity for greater awareness, it is hoped that students like you will help share this information as you learn more about the sector. So let’s begin our exploration in Chapter 2 with a closer look at a critical sector: transportation.

• British Columbia Government Travel Bureau ( BCGTB) : the first recognized provincial government organization responsible for the tourism marketing of British Columbia
• Canadian Pacific Railway (CPR) : a national railway company widely regarded as establishing tourism in Canada and BC in the late 1800s and early 1900s
• Destination BC: the provincial destination marketing organization (DMO) responsible for tourism marketing and development in BC, formerly known as Tourism BC
• Destination Canada: the national government Crown corporation responsible for marketing Canada abroad, formerly known as the Canadian Tourism Commission (CTC)
• Destination marketing organization (DMO):  also known as a destination management organization; includes national tourism boards, state/provincial tourism offices, and community convention and visitor bureaus
• Diversity: a term used by some in the industry to describe the makeup of the industry in a positive way; acknowledging that tourism is a diverse compilation of a multitude of businesses, services, organizations, and communities
• Fragmentation: a phenomenon observed by some industry insiders whereby the tourism industry is unable to work together toward common marketing and lobbying (policy-setting) objectives
• Hospitality:  the accommodations and food and beverage industry groupings
• North American Industry Classification System (NAICS) : a way to group tourism activities based on similarities in business practices, primarily used for statistical analysis
• Tourism:  the business of attracting and serving the needs of people travelling and staying outside their home communities for business and pleasure
• Tourism Industry Association of BC ( TIABC) : a membership-based advocacy group formerly known as the Council of Tourism Associations of BC (COTA)
• Tourism Industry Association of Canada (TIAC): the national industry advocacy group
• Tourist:  someone who travels at least 80 kilometres from his or her home for at least 24 hours, for business or pleasure or other reasons; can be further classified as domestic, inbound, or outbound
• United Nations World Tourism Organization (UNWTO) : UN agency responsible for promoting responsible, sustainable, and universally accessible tourism worldwide
• List the three types of tourist and provide an example of each.
• What is the UNWTO? Visit its website, and name one recent project or study the organization has undertaken.
• List the five industry groups according to the North American Industry Classification System (NAICS). Using your  understanding of tourism as an industry, create your own definition and classification of tourism. What did you add? What did you take out? Why?
• In 2011, how much money was generated by tourism worldwide? What percentage of this money was collected in Europe? Where was the least amount of money collected?
• According to UNEP, what are the four types of negative environmental tourism impact? For each of these, list an example in your own community.
• What major transportation developments gave rise to the tourism industry in Canada?
• Historically, what percentage of international visitors to Canada are from the United States? Why is this an important issue today?
• Name three key events in the history of BC tourism that resonate with you. Why do you find these events of interest?
• Watch the video in the “Take a Closer Look” feature on Richmond. Now think about the value of tourism in your community. How might this be communicated to local residents? List two ways you will contribute to communicating the value of tourism this semester. 
• Choose one article or document from the reference list below and read it in detail. Report back to the class about what you’ve learned.

Case Study: Tourism – Canada’s Surprise Blind Spot

In a 2014 episode of the Voice of Canadian Business , the Canadian Chamber of Commerce’s podcast, host Mary Anne Carter sat down with Greg Klassen, the CTC’s president and CEO, and Michele Saran, executive director of Business Events Canada. Their discussion highlighted the reasons Canada is struggling to remain competitive within the sector, and underscores the role and impact Canada’s tourism industry has on the economy.Listen to the 14-minute podcast on tourism in Canada and answer the following questions: www.chamber.ca/media/pictures-videos/140407-podcast-tourism/

• Why are governments around the world starting to invest in tourism infrastructure? What does this mean for the competitive environment for Canada’s tourism product?
• How do we compare to the United States as a destination for business travel?
• According to Greg, why is the $200 million investment in Brand USA a “double-edged sword” for tourism in Canada? What is beneficial about this? Why does it make things more difficult?
• What is the relationship between tourism and people’s understanding of a country’s image?
• What ranking is Canada’s brand? What other industries are affected by this brand?
• Describe one activity the CTC participates in to sell Canadian tourism product abroad.
• Name two “sectors of excellence” for Canada. Why is the CTC focussing their business events sales strategies on these industries?
• What does the CTC consider to be the benefits of Vancouver hosting the 2014 and 2015 TED conferences?

Brewster Travel Canada. (2014). About Us – Brewster History . Retrieved from http://www.brewster.ca/corporate/about-brewster/brewster-history/

British Columbia Ministry of Jobs, Tourism and Skills Training . (2013a). BC Stats: Industry Classification . Retrieved from http://www.bcstats.gov.bc.ca/StatisticsBySubject/BusinessIndustry/IndustryClassification.aspx

British Columbia Ministry of Jobs, Tourism and Skills Training. (2013b). Bill 3 – 2013: Destination BC Corp Act . Retrieved from https://www.leg.bc.ca/39th5th/1st_read/gov03-1.htm

Canadian Geographic . (2000, September). Flying through time: Canadian aviation history . Retrieved from http://www.canadiangeographic.ca/magazine/so00/aviation_history.asp

Canadian Tourism Commission. (2014). About the CTC. Retrieved from http://en-corporate.canada.travel/about-ctc

Chaney, Edward. (2000). The evolution of the grand tour: Anglo-Italian cultural relations since the Renaissance . Portland OR: Routledge.

Cox & Kings. (2014). About us – History. Retrieved from http://www.coxandkings.co.uk/aboutus-history

Dawson, Michael. (2004). Selling British Columbia: Tourism and consumer culture, 1890-1970 . Vancouver, BC: UBC Press.

Discover Hospitality. (2015). What is hospitality? Retrieved from http://discoverhospitality.com.au/what-is-hospitality/

e-Know. (2011, November). Ogilvie’s past in lock step with last 50 years of Kimberley’s history. Retrieved from www.e-know.ca/news/ogilvie’s-past-in-lock-step-with-last-50-years-of-kimberley’s-history/

Expedia, Inc. (2013). Expedia: Annual report 2013. [PDF] Retrieved from http://files.shareholder.com/downloads/EXPE/3546131959x0x750253/48AF365A-F894-4E9C-8F4A-8AB11FEE8D2A/EXPE_2013_Annual_Report.PDF

Flightglobal. (2002). Sixty years of the jet age. Retrieved from http://www.flightglobal.com/features/jet-age/

Globe and Mail, The. (2014, March 28). Ten things you don’t know about Air Canada. Retrieved from http://www.theglobeandmail.com/life/travel/travel-news/10-things-you-likely-dont-know-about-air-canada/article17725796/?page=all

Government of Canada. (2006). Building a national tourism strategy. [PDF] Retrieved from https://www.ic.gc.ca/eic/site/034.nsf/vwapj/tourism_e.pdf/$FILE/tourism_e.pdf

Government of Canada. (2013, July 5). Appendix E: Tourism industries in the human resource module . Retrieved from http://www.statcan.gc.ca/pub/13-604-m/2013072/appe-anne-eng.htm

Griffiths, Ralph, Griffiths, G. E. (1772). Pennant’s tour in Scotland in 1769. The Monthly Review; or, Literary Journal XLVI : 150 . Retrieved from Google Books . 

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Library and Archives Canada. (n.d.). Ties that bind: Essay.   A brief history of railways in Canada.  Retrieved from http://www.collectionscanada.gc.ca/trains/021006-1000-e.html

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Magnes, W. (2010, May 26). The evolution of British Columbia’s tourism regions: 1970-2010 [PDF] . Retrieved from http://linkbc.ca/siteFiles/85/files/LinkBCMagnesPaper2011.pdf

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Shoalts, A. (2011, April). How our national parks evolved: From Grey Owl to Chrétien and beyond, 100 years of Parks Canada.   Canadian Geographic . Retrieved from http://www.canadiangeographic.ca/magazine/apr11/national_parks_evolution.asp

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Tourism Industry Association of Canada. (2014, October 14). Travel industry poised to boost Canadian exports: US market and border efficiencies central to growth potential . Retrieved from http://tiac.travel/cgi/page.cgi/_zine.html/TopStories/Travel_Industry_Poised_to_Boost_Canadian_Exports_US_Market_and_Border_Efficiencies_Central_to_Growth_Potential

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United Nations Environment Programme. (2003b). Tourism’s three main impact areas. Retrieved from http://www.unep.org/resourceefficiency/Business/SectoralActivities/Tourism/TheTourismandEnvironmentProgramme/FactsandFiguresaboutTourism/ImpactsofTourism/EnvironmentalImpacts/TourismsThreeMainImpactAreas/tabid/78776/Default.aspx

United Nations World Tourism Organization. (2008). Understanding tourism: Basic glossary . Retrieved from http://media.unwto.org/en/content/understanding-tourism-basic-glossary

United Nations World Tourism Organization. (2012, May 7). International tourism receipts surpass US$ 1 trillion in 2011. Retrieved from http://media.unwto.org/en/press-release/2012-05-07/international-tourism-receipts-surpass-us-1-trillion-2011

United Nations World Tourism Organization. (2014a). UNWTO world tourism barometer, 12 [PDF] (1). Retrieved from http://dtxtq4w60xqpw.cloudfront.net/sites/all/files/pdf/unwto_barom14_04_august_excerpt_0.pdf

United Nations World Tourism Organization. (2014b). Who we are. Retrieved from http://www2.unwto.org/content/who-we-are-0

Attributions

Figure 1.1  Selkirk College and Nelson  by LinkBC  is used under a  CC-BY 2.0  license.

Figure 1.2   Capilano University’s Team   by LinkBC  is used under a  CC-BY 2.0  license.

Figure 1.3   Vancouver Island University   by LinkBC  is used under a  CC-BY 2.0  license.

Figure 1.4  Canadian Pacific 4-4-0 A-2-m No 136  by  Peter Broster  is used under a  CC-BY 2.0  license.

Figure 1.5   Vancouver Island University   by LinkBC  is used under a  CC-BY 2.0  license.

Figure 1.6   Switzerland vs. Canada   by s.yume  is used under a  CC-BY 2.0  license.

Figure 1.7   CTC’s Boardroom   by LinkBC  is used under a  CC-BY 2.0  license.

Introduction to Tourism and Hospitality in BC Copyright © 2015 by Capilano University is licensed under a Creative Commons Attribution 4.0 International License , except where otherwise noted.

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By: Bastian Herre , Veronika Samborska and Max Roser

Tourism has massively increased in recent decades. Aviation has opened up travel from domestic to international. Before the COVID-19 pandemic, the number of international visits had more than doubled since 2000.

Tourism can be important for both the travelers and the people in the countries they visit.

For visitors, traveling can increase their understanding of and appreciation for people in other countries and their cultures.

And in many countries, many people rely on tourism for their income. In some, it is one of the largest industries.

But tourism also has externalities: it contributes to global carbon emissions and can encroach on local environments and cultures.

On this page, you can find data and visualizations on the history and current state of tourism across the world.

Interactive Charts on Tourism

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The data produced by third parties and made available by Our World in Data is subject to the license terms from the original third-party authors. We will always indicate the original source of the data in our documentation, so you should always check the license of any such third-party data before use and redistribution.

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The History of Tourism

When the average person thinks of the word tourism , it generally conjures up thoughts of picturesque landscapes, kitschy attractions, sprawling beaches and new experiences. Although it has grown into an enormous industry– one that is vital to many national and local economies– the basic concept behind tourism is relatively simple. The idea behind the business of tourism is relatively simple: people always have and always will want to visit new places .

Tourism is essentially the concept of travel– generally for pleasure, but not always– and the business of accommodating this travel. It could be travel to another town only a few miles away, or to an entirely new country that takes hours to reach. It could be a day-trip to somewhere relatively familiar or a month-long trek to a strange, faraway land.

The Importance of Tourism

Although the modern industry of tourism is sophisticated and global, the simple idea of it stretches back hundreds of years. In fact, the word tourist was first known to be used in 1772, and tourism was first used to describe this idea in 1811. It is a significant and vital source of income for many regions, and tourism accounts for 30% of the world’s global trade services and 6% of overall exports of goods and services.

Tourism comprises a number of industries and services like hospitality, transportation, cruises, amusement parks and essentially anything that draws a person to a certain region– as well as the means for getting there. If you book a tour with Go New York Tours or reserve a hotel in Florida, you are engaging one of the world’s most critical enterprises.

But while modern tourism has grown into something large and meaningful, the basic concept remains the same, and the history of tourism dates back as far as the first person who travelled outside of his local area for leisure.

Ancient Tourism

The first known examples of our idea of tourism actually dates back to the height of the Roman Empire. During this period, wealthy people had time to spend and the means to travel, and they began to explore the empire that comprised all of the Western World at that time. These citizens often traveled the empire to experience new cultures, see great buildings, visit the famous spas, learn new things and try leisurely explore unfamiliar areas.

The Roman Empire essentially connected the entire known world in a similar fashion that the internet and our global systems connect us today. It provided citizens with a unique opportunity to travel to strange and distant lands without leaving the safety, sophistication, laws or language of Rome.

Medieval Tourism

With the fall of the Roman Empire came the loss of this interconnectivity, and the Western World fell into the Dark Ages. However, as the great religions of the world began to grow and become established, people again had reason to travel and visit new lands. Unlike the wealthy leisure travel of Roman times, even the lower classes could participate in the religious pilgrimages that would come to define travel during this period.

Christians, Buddhists and Muslims all had reasons to travel to their own respective holy lands and shrines, and this allowed the growth of a primitive type of tourism industry. Inns profited from the travelling guests; knights and mercenaries provided protection to pilgrims; and businesses within the destinations profited the most. The best example we have of this kind of Medieval tourism is in Chaucer’s Canterbury Tales, one of the oldest and most important pieces of literature that was purely English.

Renaissance Tourism

Following the religious pilgrimages of the Middle Ages, a newfound interest in classical art and ideas sparked a new reason for wealthy individuals to travel. People began to travel to Italy, Greece and other Mediterranean areas to see for themselves the art, architecture and history that defined the Western World.

Perhaps the earliest example of our modern concept of tourism can be dated back to a traditional trip around Europe– taken by wealthy young European men and known as the Grand Tour . The tour included trips to specific spots on a standard itinerary that included Germany, Italy and much of Europe.

Modern Tourism

Our modern-day tourism began as the world became more industrialized. Grand travel infrastructures that included roads, carriages and ferries began to pop up, as well as hotels and other accommodating businesses. It was during the 1960s– with the growth of the American middle class and disposable incomes– that we truly began to see the industry we know as tourism take shape.

Some might say that the beuty of tourism is lost with people obsessed with social media looking to get  spotify plays from real people  on their playlists in every town they go to or instagram likes the world over. Some may say it has died. BUT when you see an  increase telegram members now . as an ode to a lost era of communication, you can appreciate that some people are still in it for the right reasons and want to experience their bit of tourism history when writing back to mum.

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How American Tourism Began

American tourism took the scenic route over the course of the twentieth century. A growing middle class and car ownership helped.

This summer, will you travel to a beach , a national park , or maybe a local campground ? Today, trips like these are often within reach of the average American family. But that’s a relatively new development. In a paper for The Journal of Economic History , Thomas Weiss explains how tourism went from an uncommon pastime for elites to a thoroughly middle-class activity .

Weiss writes that, in general, the first European settlers in America were simply too busy eking out a living to take a vacation. Besides, Puritans and Anglican values discouraged anything even remotely like lying on a beach drinking a margarita. And yet, as early as the 1660s, some Americans were traveling for relaxation, often heading to spas and mineral springs. Among those taking the waters in Virginia a century later was George Washington. Although people claimed the point was to cure an ailment or maintain their health, Weiss writers that spa trips were clearly a “fashionable indulgence.”

In the early nineteenth century, a few scenic destinations became hot spots for tourism, most notably Niagara Falls. In fact, by the 1860s it was so popular that travelers complained that souvenir sellers and aggressive guides had spoiled the place. Still, Weiss estimates that only around 1 percent of the nation’s population visited a spa or other tourist destination in 1860.

Tourism started to become more popular after the Civil War, thanks largely to the development of railroads, though it remained an elite activity. Trains brought travelers to the Jersey Shore and the Florida Coast, and hotels blossomed from Coney Island to San Francisco. Urban Americans headed to the mountains for camping trips, while others explored the restaurants and sights of the major cities. Because transportation was slow and required advance planning, tourists didn’t take quick overnight trips. Vacations meant an extended stay.

That changed in the early twentieth century as cars began populating the landscape. Developers built roadside camps, then cabins and hotels. Small, local attractions popped up everywhere, and major destinations benefited from auto travel. In 1916, around 30,000 visitors traveled to Yellowstone National Park , the majority coming by train. Two decades later, 409,000 people arrived at the park in cars.

By 1930, Weiss writes, more than 5 percent of the population traveled to a well-known tourist attraction each year, and many more clearly stopped at more obscure destinations. The notion of taking vacations had begun to extend into the middle class.

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The basic form of tourism may have been established by World War II, but the scale of the activity changed dramatically in the post-war years. The growth of car ownership, rising middle-class wealth, newly established paid vacation benefits for many workers, and the advent of air travel all contributed to a tourism boom.

And that boom continues today. This year, AAA says a third of Americans will take a family vacation. Of course, that still means two thirds of us won’t. As a recent New York Times story pointed out, many families in the country can’t afford to take time off of work, or to send the kids to a summer camp. To some extent, vacations remain an elite activity.

Read about Ken Ilgunas’s “sort of illegal” hike across the Heartland in “ Backpacking Across ‘Stand Your Ground’ Territory ” on Public Books.

Editor’s note: This page was updated to fix the broken link to “Backpacking Across ‘Stand Your Ground’ Territory.”

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A Brief History of Travel and Tourism

Utilizing the widest definition of the word, human beings have been travelling since the dawn of time. No matter one’s beliefs about the creation of humans, everyone can agree our species began in some single locale, likely Africa or the Middle East , and ‘travelled’ outwards, settling new lands. However, most of this ‘travel’ was done out of necessity and war, often without the intent of return. It wouldn’t be until Antiquity, or the glory days of the Greek and Roman empires, that tourism, or leisure travel, would be introduced.

Aristocratic Tourism

In those days, tourism was a privilege almost entirely confined to the wealthy, who travelled largely for cultural exploration. One has to remember, the Greek and Roman upper classes were people who prided themselves on artistic, scientific, and philosophical pursuits. It follows, then, that these early travellers largely sought to learn the arts, languages, and cultures of their destinations.

Soon enough, travelling for leisure’s sake began to gain popularity; from the Roman Empire arises some of the earliest examples of travel resorts and spas in the world. Though they documented their experiences most thoroughly, the elite Europeans were not the only ones travelling in ancient times. In eastern Asia , it was popular for nobles to travel across the countryside for the religious and cultural experience it offered, oftentimes stopping at temples and sacred sites during their travels.

Religious Tourism

During the Middle Ages, travel took on a new meaning. Although leisurely travel was still reserved for the upper class, it became more and more common for members of the upper and even lower classes to embark on pilgrimages. Most of the major religions at the time, including the Islamic, Judaic, and Christian traditions, encouraged their practitioners to conduct pilgrimages.

Largely unaided by technology, most of these journeys were done on foot, often occasionally with a beast of burden to carry supplies. The wealthy were able to afford other forms of travel including horseback and ship. Furthermore, the Middle Ages saw the emergence of connected shipping routes. As ports grew, travel opportunities increased, and the dock was typically the start of any long-distance travel during the Middle Ages.

The Grand Tour

Travel continued to exist in this way for some time: the rich travelled primarily for cultural and leisure reasons, while the poor travelled largely for religious reasons, if at all. The next major development travel underwent was the establishment of the Grand Tour. Undertaken by the elite men of Western and Northern European countries , the Grand Tour took young travellers across Europe in a “rite of passage” meant to educate the wealthy after they finished their education but before adulthood. Historians cite this tradition as the origin of the modern tourism industry and indicate that the tradition had become well established in European culture by the 1660s.

Like many traditions, the Grand Tour eventually developed a rigid structure. Tourists were expected to follow a set itinerary and travelled with a tutor. The Grand Tour typically began in England, moved south through France into Switzerland and Italy. After spending a few months in Italy, the traveller and his tutor moved upwards through Germany and into Holland before returning to England. These trips utilized the most advanced travel technology of the day, including ships and collapsable coaches, and it wasn’t entirely uncommon for the traveller and tutor to be waited on by a handful of servants.

Tourism For The Masses

The Grand Tour remained a popular cultural phenomenon amongst the rich until the 1840s, which saw the advent of the first widespread railway system across system Europe. Immediately, this innovation opened the possibility of embarking on a Grand Tour to the middle classes, and soon it became more popular for middle and even working-class citizens to travel for leisure.

More importantly, the implementation of railway systems across Europe and the United States positioned the world for the Industrial Revolution. The United Kingdom is often cited as the first country to actively promote leisure time to its industrial class, and as a result, the country had a strong impact on the early development of the tourism industry. One hugely influential player in the history of travel and tourism was Englishmen Thomas Cook, who established the first-ever travel agency to provide ‘inclusive individual travel’ in the 1840s.

This means that travellers move independently in their travels, but all the food, lodging, and travel expenses were set at a fixed price for a predetermined length of time. This allowed travellers to take any route they fancied throughout Europe without having to ascertain food or lodging ahead of time. This fact, coupled with the falling ticket prices of railways, meant that long-distance travel was dramatically cheaper and faster than ever before. This not only further lowered the barriers to leisure travel but also drastically increased the incidences of business-related travel. As one can imagine, Cook’s Tours became massively popular, and the company remains successful today as the Thomas Cook Group.

In short, the introduction of a widespread railway system gifted a massive boost to the tourism industry; this boon would largely reflect that the aeroplane would have in the early-20th century. More so than any other technological development, the aeroplane opened the floodgates of mass international tourism. Behemoth multinational airlines such as Pan Am, Delta, and American Airlines arose during the 1900s, and suddenly the physical boundaries between cities were rendered useless. It has become possible for a traveller to get nearly anywhere on the globe in less than 48 hours, for a price that most middle and working-class members can achieve.

Today, travel stands as one of the most economically important leisure activities in the world. The tourism market is so large that it has split into an astounding number of niche markets, including ecotourism , backpacking, and historical tourism. As of the writing of this article, there have even been a handful of trips into orbit around Earth branded as “space tourism”, a new and exciting chapter in the history of travel and tourism. The story of tourism displays a remarkable connection to the technology that makes travel possible. Transportation innovations like the train and aeroplane have eliminated the difficulties and lowered the costs of long-distance travel, and planet Earth has truly become a smaller place because of it.

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Heritage Tourism

The late Alan Gordon was professor of history at the University of Guelph. He authored three books: Making Public Pasts: The Contested Terrain of Montreal’s Public Memories, 1891–1930, The Hero and the Historians: Historiography and the Uses of Jacques Cartier and Time Travel: Tourism and the Rise of the Living History Museum in Mid-Twentieth Century Canada.

• Published: 18 August 2022
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Heritage tourism is a form of cultural tourism in which people travel to experience places, artifacts, or activities that are believed to be authentic representations of people and stories from the past. It couples heritage, a way of imagining the past in terms that suit the values of the present, with travel to locations associated with enshrined heritage values. Heritage tourism sites are normally divided into two often overlapping categories: natural sites and sites related to human culture and history. By exploring the construction of heritage tourism destinations in historical context, we can better understand how and through what attributes places become designated as sites of heritage and what it means to have an authentic heritage experience. These questions are explored through heritage landscapes, national parks, battlefield tourism, architectural tourism, and the concept of world heritage.

Heritage is one of the most difficult, complex, and expansive words in the English language because there is no simple or unanimously accepted understanding of what heritage encompasses. 1 We can pair heritage with a vast range of adjectives, such as cultural, historical, physical, architectural, or natural. What unites these different uses of the term is their reference to the past, in some way or another, while linking it to present-day needs. Heritage, then, is a reimagining of the past in terms that suit the values of the present. It cannot exist independently of human attempts to make the past usable because it is the product of human interpretation of not only the past, but of who belongs to particular historical narratives. At its base, heritage is about identity, and the inclusion and exclusion of peoples, stories, places, and activities in those identities. The use of the word “heritage” in this context is a postwar phenomenon. Heritage and heritage tourism, although not described in these terms, has a history as long as the history of modern tourism. Indeed, a present-minded use of the past is as old as civilization itself, and naturally embedded itself in the development of modern tourism. 2 The exploration of that history, examining the origins and development of heritage tourism, helps unpack some of the controversies and dissonance it produces.

Heritage in Tourism

Heritage tourism sites are normally divided into two categories: natural sites and sites of human, historical, or cultural heritage. the United Nations Educational, Scientific, and Cultural Organization (UNESCO) separates its list of world heritage sites in this manner. Sites of natural heritage are understood to be places where natural phenomena such as wildlife, flora, geological features, or ecosystems, are generally deemed to be of exceptional beauty or significance. Cultural heritage sites, which represent over three quarters of UNESCO-recognized sites, are places where human activity has left a lasting and substantial physical impact that reveals important features of a culture or cultures. Despite the apparent simplicity of this division, it is not always easy to categorize individual sites. UNESCO thus allows for a category of “mixed” heritage sites. But official recognition is not necessary to mark a place as a heritage destination and, moreover, some authors point to versions of heritage tourism that are not tightly place-specific, such as festivals of traditional performances or foodways. 3

The central questions at the heart of heritage tourism ask what it is that designates something as “heritage” and whether tourists have an “authentic” heritage experience there. At its simplest, heritage tourism is a form of cultural tourism in which people travel to experience places, artifacts, or activities that are authentic representations of people and stories from the past. Yet this definition encompasses two, often competing, motivations. Heritage tourism is both a cultural phenomenon through which people attempt to connect with the past, their ancestors, and their identity, and it is an industry designed to profit from it. Another question surrounds the source of the “heritage” in heritage tourism. Many scholars have argued that heritage does not live in the destinations or attractions people seek. Heritage is not innate to the destination, but is rather based on the tourist’s motivations and expectations. Thus, heritage tourism is a form of tourism in which the main motivation for visiting a site is based on the traveler’s perceptions of its heritage characteristics. Following the logic of this view, the authenticity of the heritage experience depends on the traveler rather than the destination or the activity. Heritage features, as well as the sense of authenticity they impart, are democratized in what might be called a consumer-based model of authenticity. 4 This is a model that allows for virtually anything or any place to be a heritage destination. Although such an approach to understanding heritage tourism may well serve present-day studies, measuring motivations is more complicated for historical subjects. Long-departed travelers are not readily surveyed about their expectations; motivations have to be teased out of historical records. In a contrasting view, John Tunbridge and Gregory Ashworth argue that heritage attractions are created through marketing: they are invented to be heritage attractions and sold to a traveling public as such. Yet, heritage attractions, in this understanding, are still deemed authentic when they satisfy consumer expectations about heritage. 5 This insight also implies that heritage tourism destinations might be deceptions, and certainly there are examples of the fabrication of heritage sites. However, if motivations and expectations are arbiters of heritage, then even invented heritage can become authentic through its acceptance by a public. While not ignoring the motivations and expectations of travelers, for historians, any understanding of heritage tourism must include the process by which sites become designated as a places of heritage. It must encompass the economic aspects of tourism development, tourism’s role in constructing narratives of national or group identity, and the cultural phenomenon of seeking authentic representations of those identities, regardless of their origins. Such a practice might include traveling to sites connected to diasporas, places of historical significance, sites of religious pilgrimages, and landscapes of scenic beauty or cultural importance.

Scholarly interest in heritage, at least in the English-speaking world, dates from the 1980s reaction to the emergence of new right-wing political movements that used the past as a tool to legitimize political positions. Authors such as David Lowenthal, Robert Hewison, and Patrick Wright bemoaned the recourse to “heritage” as evidence of a failing society that was backward-looking, fearful, and resentful of modern diversity. 6 Heritage, they proclaimed, was elitist and innately conservative, imposed on the people from above in ways that distanced them from an authentic historical consciousness. Although Raphael Samuel fired back that the critique of heritage was itself elitist and almost snobbish, this line continued in the 1990s. Works by John Gillis, Tony Bennett, and Eric Hobsbawm, among others, concurred that heritage was little more than simplified history used as a weapon of social and political control.

At about the same time, historians also began to take tourism seriously as a subject of inquiry, and they quickly connected leisure travel to perceived evils in the heritage industry. Historians such as John K. Walton in the United Kingdom and John Jakle in the United States began investigating patterns of tourism’s history in their respective countries. Although not explicitly concerned with heritage tourism, works such as Jakle’s The Tourist explored the infrastructure and experience of leisure travel in America, including the different types of attractions people sought. 7 In Sacred Places , John Sears argued that tourism helped define America in the nineteenth century through its landscape and natural wonders. Natural tourist attractions, such as Yosemite and Yellowstone parks became sacred places for a young nation without unifying religious and national shrines. 8 Among North America’s first heritage destinations was Niagara Falls, which drew Americans, Europeans, Britons, and Canadians to marvel at its beauty and power. Tourist services quickly developed there to accommodate travelers and, as Patricia Jasen and others note, Niagara became a North American heritage destination at the birth of the continent’s tourism trade. 9

As the European and North American travel business set about establishing scenic landscapes as sites worthy of the expense and difficulty of travel to them, they rarely used a rhetoric of heritage. Sites were depicted as places to embrace “the sublime,” a feeling arising when the emotional experience overwhelms the power of reason to articulate it. Yet as modern tourism developed, promoters required more varied attractions to induce travelers to visit specific destinations. North America’s first tourist circuits, well established by the 1820s, took travelers up the Hudson River valley from New York to the spas of Saratoga Springs, then utilizing the Erie Canal even before its completion, west to Niagara Falls. Tourist guidebooks were replete with vivid depictions of the natural wonders to be witnessed, and very quickly Niagara became heavily commercialized. As America expanded beyond the Midwest in the second half of the nineteenth century, text and image combined to produce a sense that these beautiful landscapes were a common inheritance of the (white and middle-class) American people. Commissioned expeditions, such as the Powell Expedition of 1869–1872, produced best-selling travel narratives revealing the American landscape to enthralled readers in the eastern cities (see Butler , this volume). John Wesley Powell’s description of his voyage along the Colorado River combined over 450 pages of written description with 80 prints, mostly portraying spectacular natural features. American westward exploration, then, construed the continent’s natural wonders as its heritage.

In America, heritage landscapes often obscured human activity and imagined the continent as nature untouched. But natural heritage also played a role in early heritage tourism in Britain and Europe. Many scholars have investigated the connection between national character and the depiction of topographical features, arguing that people often implant their communities with ideas of landscape and associate geographical features with their identities. In this way, landscape helps embed a connection between places and particular local and ethnic identities. 10 Idealized landscapes become markers of national identity (see Noack , this volume). For instance, in the Romantic era, the English Lake District and the mountains of the Scottish Highlands became iconic national representations of English, Scottish, or British nationalities. David Lowenthal has commented on the nostalgia inherent in “landscape-as-heritage.” The archetypical English landscape, a patchwork of fields divided by hedgerows and sprinkled with villages, was a relatively recent construction when the pre-Raphaelite painters reconfigured it as the romantic allure of a medieval England. It spoke to the stability and order inherent in English character. 11

Travel literature combined with landscape art to develop heritage landscapes and promote them as tourist attractions. Following the 1707 Act of Union, English tourists became fascinated with Scotland, and in particular the Scottish Highlands. Tourist guidebooks portrayed the Highlands as a harsh, bleak environment spectacular for its beauty as well as the quaintness of its people and their customs (see Schaff , this volume). Over the eighteenth and nineteenth centuries, tourist texts cemented the image of Highland culture and heritage. Scholars have criticized this process as a “Tartanization” or “Balmoralization” of the country by which its landscape and culture was reduced to a few stereotypes appealing to foreign visitors. Nevertheless, guidebook texts described the bens, lochs, and glens with detail, helping create and reinforce a mental picture of a quintessential Highland landscape. 12 The massacre of members of the Clan MacDonald at Glencoe, killed on a winter night in 1692 for insufficient loyalty to the monarchy, added romance. Forgotten for over a century, the event was recalled in the mid-nineteenth century by the historian Thomas Babington Macaulay, and quickly became a tragic tale associated with the scenic valley. At the same time the Highlands were being re-coded from a dangerous to a sublime landscape, its inhabitants became romanticized as an untainted, simple, premodern culture. The natural beauty of the landscape at Glencoe and its relative ease of access, being close to Loch Lomond and Glasgow, made it an attraction with a ready-made tragic tale. Highlands travel guides began to include Glencoe in their itineraries, combining a site of natural beauty with a haunting human past. Both natural and cultural heritage, then, are not inherent, but represent choices made by people about what and how to value the land and the past. On France’s Celtic fringe, a similar process unfolded. When modern tourism developed in Brittany in the mid-nineteenth century, guidebooks such as Joanne’s defined the terms of an authentic Breton experience. Joanne’s 1867 guide coupled the region’s characteristic rugged coastlines with the supposedly backward people, their costumes, habitudes, beliefs, and superstitions, who inhabited it. 13 Travel guides were thus the first contributors in the construction of heritage destinations. They began to highlight the history, real and imagined, of destinations to promote their distinctions. And, with increasing interest in the sites of national heritage, people organized to catalog, preserve, and promote heritage destinations.

Organizing Heritage Tourism

Among the world’s first bodies dedicated to preserving heritage was the Society for the Protection of Ancient Buildings (SPAB), organized in England in 1877. Emerging as a result of particular debates about architectural practices, this society opposed a then-popular trend of altering buildings to produce imaginary historical forms. This approach, which was most famously connected to Eugène-Emmanuel Viollet-le-Duc’s French restorations, involved removing or replacing existing architectural features, something renounced by the SPAB. The society’s manifesto declared that old structures should be repaired so that their entire history would be protected as part of cultural heritage. The first heritage preservation legislation, England’s Ancient Monuments Protection Act of 1882, provided for the protection initially of 68 prehistoric sites and appointed an inspector of ancient monuments. 14 By 1895, movements to conserve historic structures and landscapes had combined with the founding of the National Trust, officially known as the National Trust for Places of Historic Interest or Natural Beauty, as a charitable agency. Much of the Trust’s early effort protected landscapes: of twenty-nine properties listed in 1907, seventeen were acreages of land and other open spaces. 15 Over the twentieth century, however, the Trust grew more and more concerned with protecting country houses and gardens, which now constitute the majority of its listed properties.

British efforts were duplicated in Europe. The Dutch Society for the Preservation of Natural Landmarks was established in 1904; France passed legislation to protect natural monuments in 1906. And in Sweden, the Society for the Protection of Nature was established in 1909, to name only a few examples. Nature was often connected to the spirit of “the folk,” an idea that encompassed a notion of an original ethnic core to the nation. Various European nationalisms of the period embraced the idea of an “authentic” national folk, with each folk considered unique due to its connection with a specific geography. Folklore and the celebration of folk culture offered Europeans links to imagined national heritages in a rapidly modernizing world, as modern, middle-class Europeans turned their attention to the romanticized primitive life of so-called simple peasants and linked notions of natural and human heritage. Through the concept of the folk, natural and human heritage combined to buttress emerging expressions of nationalism. 16

Sweden provides an instructive example. As early as the seventeenth century, Swedish antiquarians were intrigued by medieval rune stones, burial mounds, and cairns strewn across the country, but also saw these connected to natural features. Investigations of these relics of past Nordic culture involved a sense of the landscape in which they were found. This interest accelerated as folk studies grew in popularity, in part connected to nationalist political ambitions of Swedes during the growing tensions within the Kingdom of Sweden and Norway, which divided in 1905. Sweden’s preservation law required research into the country’s natural resources to create an inventory of places. Of particular interest were features considered to be “nature in its original state.” The intent was to preserve for future generations at least one example of Sweden’s primordial landscape features: primeval forests, swamps, peat bogs, and boulders. But interest was also drawn to natural landmarks associated with historical or mythical events from Sweden’s past. Stones or trees related to tales from the Nordic sagas, for example, combined natural with cultural heritage. 17

Although early efforts to protect heritage sites were not intended to support tourism, the industry quickly benefited. Alongside expanding tours to the Scottish Highlands and English Lake District, European landscapes became associated with leisure travel. As Tait Kellar argues for one example, the context of the landscape is crucial in understanding the role of tourism in the German Alps. 18 Guidebooks of the nineteenth and early twentieth century did not use the term “heritage,” but they described its tenets to audiences employing a different vocabulary. Baedeker’s travel guides, such as The Eastern Alps , guided bourgeois travelers through the hiking trails and vistas of the mountains and foothills, offering enticing descriptions of the pleasures to be found in the German landscape. Beyond the land, The Eastern Alps directed visitors to excursions that revealed features of natural history, human history, and local German cultures. 19

Across the Atlantic people also cherished escapes to the countryside for leisure and recreation and, as economic and population growth increasingly seemed to threaten the idyllic tranquility of scenic places, many banded together to advocate for their conservation. Yet, ironically, by putting in place systems to mark and preserve America’s natural heritage, conservationists popularized protected sites as tourist destinations. By the second half of the nineteenth century, the conservation movement encouraged the US government to set aside massive areas of American land as parks. For example, Europeans first encountered the scenic beauty of California’s Yosemite Valley at midcentury. With increasing settler populations following the California Gold Rush, tourists began arriving in ever larger numbers and promoters began building accommodations and roads to encourage them. Even during the Civil War, the US government recognized the potential for commercial overdevelopment and the desire of many to preserve America’s most scenic places. 20 In 1864, President Abraham Lincoln signed the Yosemite Grant, designating acres of the valley protected wilderness. This set a precedent for the later creation of America’s first national park. In 1871, the Hayden Geological Survey recommended the preservation of nearly 3,500 square miles of land in the Rocky Mountains, in the territories of Montana, Wyoming, and Idaho. Ferdinand V. Hayden was concerned that the pristine mountain region might soon be as overrun with tourists as Niagara Falls had by then become. 21 The following year, Congress established Yellowstone National Park, the world’s first designated “heritage” site. Yet, from the beginning, Yellowstone and subsequent parks were assumed to be tourist attractions. By 1879, tourists to Yellowstone had established over 200 miles of trails that led them to the park’s most famous attractions. Although thought of as nature preserves, parks were often furnished with railway access, and amenities and accommodations appeared, often prior to official designation. National parks were immediately popular tourist attractions. Even before it had established a centralized bureaucracy to care for them, the United States government had established nine national parks and nearly two dozen national monuments. Canada lagged, but established Rocky Mountain National Park (now Banff) in 1885 to balance interests of resource extraction and conservation. (The world’s second national park was Australia’s Royal National Park, established by the colony of New South Wales in 1879.) By the outbreak of the Great War, Canada and the United States had established fifteen national parks, all but one west of the Mississippi River.

Establishing parks was one component of building a heritage tourism infrastructure. Another was the creation of a national bureaucracy to organize it. The Canadian example reveals how heritage and tourism drove the creation of a national parks service. Much of the mythology surrounding Canada’s national parks emphasized the role of nature preservationists, yet the founder of the parks system, J. B. Harkin, was deeply interested in building a parks network for tourists. 22 Indeed, from early in the twentieth century, Canada’s parks system operated on the principle that parks should be “playgrounds, vacation destinations, and roadside attractions that might simultaneously preserve the fading scenic beauty and wildlife populations” of a modernizing nation. 23 Although Canada had established four national parks in the Rocky Mountains in the 1880s, the administration of those parks was haphazard and decentralized. It was not until the approaching third centennial of the founding of Quebec City (now a UNESCO World Heritage Site) that the Canadian government began thinking actively about administering its national heritage. In 1908, Canada hosted an international tourist festival on the Plains of Abraham, the celebrated open land where French and British armies had fought the decisive battle for supremacy in North America in 1759. The event so popularized the fabled battlefield that the government was compelled to create a National Battlefield Commission to safeguard it. This inspired the creation of the Dominion Parks Branch three years later to manage Canada’s natural heritage parks, the world’s first national parks service. By 1919 the system expanded to include human history—or at least European settler history—through the creation of national historic parks. These parks were even more explicitly designed to attract tourists, automobile tourists in particular. In 1916, five years after Canada, the United States established the National Parks Service with similar objectives.

As in Europe, nationalism played a significant role in developing heritage tourism destinations in America. The first national parks were inspired by the series of American surveying expeditions intended to secure knowledge of the landscape for political control. Stephen Pyne connects the American “discovery” of the Grand Canyon, for example, to notions of manifest destiny following the Treaty of Guadalupe Hidalgo (1848) that ended the Mexican-American War and ceded over 500,000 square miles of what is today the western United States. Popularized by the report of John Wesley Powell (1875) , the canyon began attracting tourists in the 1880s, although Congress failed to establish it as a national park. 24 Tourism was central to developing the Grand Canyon as a national heritage destination. Originally seen by Spanish explorers as an obstacle, and as a sacred place by the Navajo, Hopi, Hualapai, and Havasupai peoples, the canyon came to mark American exceptionalism. Piece by piece, sections of the canyon were set aside as reserves and finally declared a national park in 1919. By then, the park had been serviced by a railway (since 1901) and offered tourists a luxury hotel on the canyon’s south rim.

Archaeology also entered into the construction of American heritage. Almost as soon as it was annexed to the United States, the American southwest revealed to American surveyors a host of archaeological remains. For residents of the southwest, the discovery of these ancient ruins of unknown age pointed to the nobility of a lost predecessor civilization. By deliberately construing the ruins as being of an unknown age, Anglo-American settlers were able to draw distinctions between the ancients and contemporary Native Americans in ways that validated their own occupation of the territory. The ruins also had commercial potential. In Colorado, President Theodore Roosevelt established Mesa Verde National Park in 1906 to protect and capitalize on the abandoned cliff dwellings located there. These ruins had been rediscovered in the 1880s when ranchers learned of them from the local Ute people. By the turn of the century, the ruins had attracted so many treasure seekers that they needed protection. This was the first national park in America designated to protect a site of archaeological significance and linked natural and human heritage in the national parks system. 25

If, as many argue, heritage is not innate, how is it made? Part of the answer to this question can be found in the business of tourism. Commercial exploitation of heritage tourism emerged alongside heritage tourism, but was particularly active in the postwar years. Given their association with tourism, it is not surprising that railways and associated businesses played a prominent role in promoting heritage destinations. Before World War II, the most active heritage tourism promoter was likely the Fred Harvey Company, which successfully marketed, and to a great degree created, much of the heritage of the American southwest. The Fred Harvey Company originated with the opening of a pair of cafés along the Kansas Pacific Railway in 1876. After a stuttering beginning, Harvey’s chain of railway eateries grew in size. Before dining cars became regular features of passenger trains, meals on long-distance trips were provided by outside business such as Harvey’s at regular stops. With the backing of the Santa Fe Railroad, the company also developed attractions based on the Southwest region’s unique architectural and cultural features. The image capitalized on the artistic traditions of Native Americans and early Spanish traditions to create, in particular, the Adobe architectural style now associated with Santa Fe and New Mexico. 26 These designs were also incorporated into tourist facilities on the South Rim of the Grand Canyon, including the El Tovar hotel and the Hopi House souvenir and concession complex, designed to resemble a Hopi pueblo.

Relying on existing and manufactured heritage sites, North American railways popularized attractions as heritage sites. The Northern Pacific Railroad financed a number of hotels in Yellowstone Park, including the Old Faithful Inn in 1904. In 1910, the Great Northern Railroad launched its “See America First” campaign to attract visitors (and new investments) to its routes to the west’s national parks. In Canada, the Dominion Atlantic Railway rebuilt Grand Pré, a Nova Scotia Acadian settlement to evoke the home of the likely fictional character Evangeline from Henry Wadsworth Longfellow’s 1848 poem by the same name. In the poem, Evangeline was deported from Acadia in 1755 and separated from her betrothed. By the 1920s, the railway was transporting tourists to Grand Pré, christened “Land of Evangeline,” where reproductions stood in for sites mentioned in the poem. 27 However, following World War I, heritage tourism in North America became increasingly dependent on automobile travel and the Dominion Atlantic eventually sold its interest to the Canadian government.

Conflict as Cultural Heritage

Tourism to sites of military history initially involved side trips from more popular, usually natural, attractions. Thomas Chambers notes that the sites of battles of the Seven Years’ War, Revolutionary War, and War of 1812 became tourist attractions as side trips from more established itineraries, such as the northern or fashionable tours. War of 1812 battlefields, many of them in the Niagara theater of the war, were conveniently close to the natural wonders people already came to see. By visiting the places where so many had sacrificed for their country, tourists began attaching new meaning to the sites. Ease of access was essential. Chambers contrasts sites in southern states with those in the north. In the south, the fields of important American Revolution victories at Cowpens and King’s Mountain were too remote to permit easy tourist access and long remained undeveloped. 28 In a contrary example, the Plains of Abraham, the scene of General Wolfe’s dramatic victory over France that led to the Conquest of Canada, was at first a curiosity. The visit to Quebec, a main destination on the northern tour, was originally based on its role as a major port and the attraction of the scenic beauty of the city on the cliffs, compared favorably to Cintra in Portugal. 29 Ease of access helped promoters convert an empty field near the city into the “hallowed Plains.”

Access to battlefields increased at almost the exact moment that one of the nineteenth century’s most devastating wars, the American Civil War, broke out. Railway travel was essential to both the success of the Union Army in reconquering the rebelling Confederacy, and in developing tourism to the sites of the slaughter. Railway travel made sites accessible for urban travelers and new technologies, such as photography and the telegraph, sped news of victories and defeats quickly around the nation. Gettysburg, the scene of a crucial Union victory in July 1863, became a tourist attraction only a few days later. Few would call the farmland of southeastern Pennsylvania sublime, but dramatic human history had unfolded there. The battle inspired the building of a national memorial on the site only four months later, the Soldiers’ National Cemetery. At the inauguration of the cemetery Abraham Lincoln delivered his “Gettysburg Address,” calling on the nation to long remember and cherish the “hallowed ground” where history had been made.

Gettysburg sparked a frenzy of marking sites of Civil War battles and events. Battle sites became important backdrops for political efforts at reunion and reconciliation after the war and attracted hundreds and later thousands of tourists for commemorative events and celebrations. Ten thousand saw President Rutherford Hayes speak at Gettysburg in 1878 and, for the 50th anniversary of Gettysburg, some 55,000 veterans returned to Pennsylvania in July 1913. What had once been a site of bloody, brutal combat had been transformed into a destination where tourists gathered to embrace their shared heritage, north and south. As the years progressed, more attractions were added as tourists began to see their heritage on the battlefield. 30

The conflict that most clearly created tourist attractions out of places of suffering was the World War I. Soon after the war ended, its sites of slaughter also became tourist attractions. As with the Civil War in America, World War I tourists were local people and relatives of the soldiers who had perished on the field of battle. By one estimate 60,000 tourists visited the battlefields of the Western Front by the summer of 1919, the same year that Michelin began publishing guidebooks to them. Numbers grew in the decades following the war. Over 140,000 tourists took in the sites of the war in 1931, which grew to 160,000 for 1939. Organizations such as the Workers’ Travel Association hoped that tourism to battle sites would promote peace, but the travel business also benefited. Travel agencies jumped at the chance to offer tours and publishers produced travel guides to the battlefields. At least thirty English guidebooks were published by 1921. 31

This interest in a conflict that killed, often in brutal fashion, so many might seem a ghoulish form of heritage tourism. Yet Peter Slade argues that people do not visit battlefields for the love for death and gore. They attend these sites out of a sense of pilgrimage to sites sacred to their national heritage. Organized pilgrimages reveal this sense of belonging most clearly. The American Legion organized a pilgrimage of 15,000 veterans in 1927 to commemorate the decade anniversary of America’s entry to the war. The following year 11,000 Britons, including 3,000 women, made a pilgrimage of their own. Canada’s first official pilgrimage involved 8,000 pilgrims (veterans and their families) to attend the inauguration of the Vimy Ridge Memorial, marking a site held by many as a place sacred to Canadian identity. Australians and New Zealanders marched to Gallipoli in Turkey for similar reasons. 32 As with the sites of the Western Front, Gallipoli and pilgrimages to it generated travel accounts and publishers assembled guidebooks to help travelers navigate its attractions and accommodations. In these episodes, tourism was used to construct national heritage. In the interwar years, tourist activity popularized the notion that sites of national heritage existed on the battlefields of foreign lands, where “our” nation’s history was forged. National heritage tourism, then, became transnational.

Since the end of World War II, battlefield tourism has become an important projection of heritage tourism. Commercial tour operators organize thousands of tours of European World War I and World War II battlefields for Americans and Canadians, as for other nationalities. The phenomenon seems particularly pronounced among North Americans. The motivation behind modern battlefield tourism reveals its connection to heritage tourism. If heritage is an appeal to the past that helps establish a sense of identity and belonging, the feelings of national pride and remorse for sacrifice of the fallen at these sites helps define them as sacred to a particular vision of a national past. The sanctity of the battle site makes the act of consuming it as a tourist attraction an act of communion with heritage.

Built Heritage and Tourism

During the upheaval of the Civil War, some Americans began to recognize historic houses as elements of their heritage worthy of preservation. These houses were initially not seen as tourist attractions, but as markers of national values. Their heritage value preceded their value as tourist attractions. The first major preservation initiative launched in 1853 to save George Washington’s tomb and home from spoliation. Behind overt sectional divisions of north and south was an implied vesting of republican purity among the patrician families that could trace their ancestors to the revolutionary age and who could restore American culture to its proper deferential state. The success of preserving Mount Vernon led to a proliferation of similar house museums. By the 1930s, the American museum association even produced a guide for how to establish new examples and promote them as sites of heritage for tourist interest. Historic houses provided tangible, physical evidence of heritage. Like scenic landscapes attached to the stories of history, buildings connected locations to significant events and people of the past. Architectural heritage came to be closely associated with tourism. Architectural monuments are easily identified, easy to promote, and, as physical structures, easily reproduced in souvenir ephemera. Although the recognition of architectural monuments as tourist draws could be said to have originated with the Grand Tour, or at least with the publication of John Ruskin’s “Seven Lamps of Architecture” (1849), which singled out the monuments of Venice for veneration, twentieth century mobility facilitated a greater desire to travel to see historic structures. Indeed, mobility, especially automobility, prompted the desire to preserve or even reinvent the structural heritage of the past.

A driving factor behind the growth of tourism to sites associated with these structural relics was a feeling that the past—and especially the social values of the past—was being lost. For example, Colonial Williamsburg developed in reaction to the pace of urban and social change brought about by automobile travel in the 1920s. Williamsburg was once a community of colonial era architecture, but had become just another highway town before John D. Rockefeller lent his considerable wealth to its preservation and reconstruction. 33 Rockefeller had already donated a million dollars for the restoration of French chateaux at Versailles, Fontainebleu, and Rheims. 34 At Williamsburg, his approach was to remove structures from the post-Colonial period to create a townscape from the late eighteenth century. By selecting a cut-off year of 1790, Rockefeller and his experts attempted to freeze Williamsburg in a particular vision of the past. The heritage envisioned was not that of ordinary Americans, but that of colonial elites. Conceived to be a tourist attraction, Colonial Williamsburg offered a tourist-friendly lesson in American heritage. Rockefeller, and a host of consultants convinced the (white) people of Williamsburg to reimagine their heritage and their past. America’s heritage values were translated to the concepts of self-government and individual liberty elaborated by the great patriots, Washington, Madison, Henry, and Jefferson. The town commemorated the planter elites that had dominated American society until the Jacksonian era, and presented them as progenitors of timeless ideals and values. They represented the “very cradle of that Americanism of which Rockefeller and the corporate elite were the inheritors and custodians.” 35

Rockefeller’s Williamsburg was not the only American heritage tourist reconstruction. Canada also underwent reconstruction projects for specifically heritage tourism purposes, such as the construction of “Champlain’s Habitation” at Port Royal, Nova Scotia or the attempt to draw tourists to Invermere, British Columbia with a replica fur trade fort. 36 Following World War I and accelerating after World War II, the number and nature of places deemed heritage attractions grew. Across North America, all levels of governments and private corporations built replica heritage sites with varying degrees of “authenticity.” Although these sites often made use of existing buildings and landscapes, they also manufactured an imaginary environment of the past. The motivation behind these sites was almost always diversification of the local economy through increased tourism. Canada’s Fortress of Louisbourg National Historic Site is perhaps the most obvious example. It is a reconstructed section of the French colonial town, conquered and destroyed in 1758, built on the archaeological remains of the original. Constructed by the government of Canada as a means to diversify the failing resource economy of its Atlantic provinces, the tourist attraction was also designated a component of Canada’s national heritage. The US government also increased its interest in the protection of heritage destinations, greatly expanding the list of national historic landmarks, sites, parks, and monuments. As postwar governments became more concerned with managing their economies, tourism quickly came to be seen as a key economic sector. The language of national heritage helped build public support for state intervention in natural and historic artifacts and sites that could be presented as sacred national places.

In Europe, many historic sites were devastated by bombardment during World War II. Aside from pressing humanitarian issues, heritage concerns also had to be addressed. In France, the war had destroyed nearly half a million buildings, principally in the northern cities, many of which were of clear heritage value. The French government established a commission to undertake the reconstruction of historic buildings and monuments and, in some cases, entire towns. Saint-Malo, in Brittany, had been completely destroyed, but the old walled town was rebuilt to its seventeenth century appearance. Already a seaside resort, the town added a heritage site destination. In the 1920s and 1930s, European fascist states had also employed heritage tourism. In Mussolini’s Italy and Nazi Germany, workers’ leisure time was to be organized to prevent ordinary Italians and Germans from falling into unproductive leisure activities. Given the attachment to racialized views of purity and identity, organized tourism was encouraged to allow people to bond with their national heritage. Hiking in the Black Forest or the alpine Allgau might help connect Germans to the landscape and reconnect them to the traditional costumes and folkways of rural Germany. As Kristin Semmens argues, most studies of the Nazi misappropriation of the past ignore the displays of history aimed toward tourists at Germany’s heritage sites. Many museums and historic sites twisted their interpretations to fit the Nazi present. 37 In ways that foreshadowed the 1980s British left’s critique of heritage, fascist regimes made use of heritage tourism to control society. After the war, a vigorous program of denazification was undertaken to remove public relics of the Nazi regime and in formerly occupied territories, as was a program of reconstruction. In the communist east, blaming the Nazis for the destruction of German heritage was an ideological gift. It allowed the communist regime to establish itself as the true custodian of German identity and heritage. 38 In the capitalist west, tourism revived quickly. By early 1947, thirteen new tourist associations were active in the Allied occupation zone. Tourism rhetoric in the postwar years attempted to distance German heritage from the Nazi regime to reintroduce foreign travelers to the “real Germany.” Despite this objective, Alon Confino notes that traces of the Nazi past can be located in postwar tourist promotions that highlighted Nazi-era infrastructure. 39

Postwar Heritage Tourism

As tourism became a more global industry, thanks in no small part to the advent of affordable air travel in the postwar era, heritage tourism became transnational. Ethnic heritage tourism became more important, and diaspora or roots tourism, which brought second- and third-generation migrants back to the original home of their ancestors, accelerated. Commodifying ethnic heritage has been one of the most distinctive developments in twenty-first century tourism. Ethnic heritage tourism can involve migrants, their children, or grandchildren returning to their “home” countries as visitors. In this form of tourism, the “heritage” component is thus expressed in the motivations and self-identifications of the traveler. It involves a sense of belonging that is rooted in the symbolic meanings of collective memories, shared stories, and the sense of place embodied in the physical locations of the original homeland. Paul Basu has extensively studied the phenomenon of “roots tourism” among the descendants of Scottish Highlanders. He suggests that in their trips to Scotland to conduct genealogical research, explore sites connected to their ancestors, or sites connected to Scottish identity, they construct a sense of their heritage as expatriate Scots. 40 Similar “return” movements can be found in the migrant-descended communities of many settler colonial nations. For second-generation Chinese Americans visiting China, their search for authentic experiences mirrored those of other tourists. Yet, travel to their parents’ homeland strengthened their sense of family history and attachment to Chinese cultures. 41 On the other hand, Shaul Kellner examines the growing trend of cultivating roots tourism through state-sponsored homeland tours. In Tours that Bind , Kellner explores the State of Israel and American Jewish organizations’ efforts to forge a sense of Israeli heritage among young American Jews. However, Kellner cautions, individual experiences and human agency limit the hosts’ abilities to control the experience and thus control the sense of heritage. 42

Leisure tourism also played a role in developing heritage sites, as travelers to sunshine destinations began looking for more interesting side trips. Repeating the battlefield tourism of a century before, by the 1970s access to historic and prehistoric sites made it possible to add side trips to beach vacations. Perhaps the best example of this was the development of tourism to sites of Mayan heritage by the Mexican government in the 1970s. The most famous heritage sites, at least for Westerners, were the Mayan sites of Yucatan. First promoted as destinations by the American travel writer John Lloyd Stephens in the 1840s, their relative inaccessibility (as well as local political instabilities) made them unlikely tourist attractions before the twentieth century. By 1923, the Yucatan government had opened a highway to the site of the Chichén Itzá ruins, and local promoters began promotions in the 1940s. It was not until after the Mexican government nationalized all archaeological ruins in the 1970s that organized tours from Mexican beach resorts began to feature trips to the ruins themselves. 43

Mexico’s interest in the preservation and promotion of its archaeological relics coincided with one of the most important developments in heritage tourism in the postwar years: the emergence of the idea of world heritage. The idea was formalized in 1972 with the creation of UNESCO’s designation of World Heritage Sites. The number of sites has grown from the twelve first designated in 1978 to well over 1,000 in 167 different countries. In truth, the movement toward recognizing world heritage began with the Society for the Protection of Ancient Buildings, which did not limit its activities to preserving only England’s architectural heritage. Out of its advocacy, European architects and preservationists drafted a series of accords, such as the Athens Charter of 1931, and the later Venice Charter of 1964, both of which emerged from a growing sense of cultural internationalism. These agreements set guidelines for the preservation and restoration of buildings and monuments. What UNESCO added was the criterion of Outstanding Universal Value for the designation of a place as world heritage. It took until 1980 to work out the first iteration of Outstanding Universal Value and the notion has never been universally accepted, although UNESCO member countries adhere to it officially. Once a site has been named to the list, member countries are expected to protect it from deterioration, although this does not always happen. As of 2018, 54 World Heritage Sites are considered endangered. This growth mirrored the massive expansion of tourism as a business and cultural phenomenon in the late twentieth century. As tourism became an increasingly important economic sector in de-colonizing states of Asia and Latin America, governments became more concerned with its promotion by seeking out World Heritage designation.

Ironically, World Heritage designation itself has been criticized as an endangerment of heritage sites. Designation increases the tourist appeal of delicate natural environments and historic places, which can lead to problems with maintenance. Designation also affects the lives of people living within the heritage destination. Luang Prabang, in Laos, is an interesting example. Designated in 1995 as one of the best-preserved traditional towns in Southeast Asia, it represents an architectural fusion of Lao temples and French colonial villas. UNESCO guidelines halted further development of the town, except as it served the tourist market. Within the designated heritage zone, buildings cannot be demolished or constructed, but those along the main street have been converted to guest houses, souvenir shops, and restaurants to accommodate the growing tourist economy. Critics claim this reorients the community in non-traditional ways, as locals move out of center in order to rent to foreign tourists. 44 While heritage tourism provided jobs and more stable incomes, it also encouraged urban sprawl and vehicle traffic as local inhabitants yielded their town to the influx of foreign, mostly Western, visitors.

Heritage tourism may hasten the pace of change by making destinations into attractions worth visiting. To accommodate the anticipated influx of global tourists, Luang Prabang airport was renovated and its runway extended to handle larger jets in between 2008 and 2013. The influx of tourists at Machu Picchu in Peru has repeatedly led the Peruvian government to attempt to control access to the site, yet dependent on tourism’s economic contribution, such restrictions are difficult. The temple at Borobudur in Indonesia undergoes near continuous maintenance work to repair the wear and tear caused by thousands of tourists walking its steps every day. Indeed, the preserved ruins are said to be under greater threat than when they were discovered in the early nineteenth century, overgrown by the jungle.

Another colonial aspect of world heritage designation stems from the narratives of the sites themselves. Many critics accuse UNESCO of a Eurocentric conception of Outstanding Universal Value and world heritage. 45 Cultural heritage destinations in non-Western countries are often associated with sites made famous by the projects of European imperialism. The fables of discovering ancient ruins, for instance, prioritize the romance of discovery. Many of the most famous non-Western sites were “discovered” by imperial agents in the nineteenth and early twentieth centuries. Angkor Wat in Cambodia was introduced to the world by the French explorer Henri Muhot in 1860. Machu Picchu, the Mayan sites of Yucatan, and the ancestral Anasazi sites of the American southwest were excavated, in some cases purchased, and their narratives constructed by American and European adventurers. The cultural relics of these ancient places were looted and assembled in Western museums, the stories of adventure and discovery published for Western audiences, and eventually a travel infrastructure was established to bring mostly Western tourists to the destinations. Western tourism thus forms another kind of imperialism, as the heritage of a destination is determined to suit the expectations and motivations of the visitors. This tends to obscure other features of local history, leaving those features of heritage not suitable to the tourist trade less valuable.

Made or Experienced?

Heritage is both made and experienced. Critics of heritage tourism rightly point to the ways in which heritage promotions can manipulate the past to defend specific ideological or commercial values. Yet, at the same time, heritage experiences are honestly felt and fundamental in the shaping of modern national or cultural identities. Thus, the questions of what constitutes “heritage” in a tourist attraction and whether or not the experience is “authentic” are fundamentally connected and contradictory. Neither heritage nor authenticity can be separated from both the process of their construction and the motivations and expectations of visitors. This makes heritage tourism a slippery subject for study. It involves numerous contradictions and complications. Indeed, contradiction and dissonance are at the heart of any notion of heritage tourism; what might be heritage for some is merely leisure and consumption for others. The dissonance comes from this dichotomy: the consumer exploitation of a destination that is held by many to have sacred properties. Yet, as this chapter suggests, the construction of those sacred properties is at times dependent on the consumer culture of the tourism industry.

Further Reading

Ashworth, Gregory J. , and John E. Tunbridge . The Tourist-Historic City: Retrospect and Prospect of Managing the Heritage City . London: Routledge, 2001 .

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Basu, Paul.   Highland Homecomings: Genealogy and Heritage Tourism in the Scottish Diaspora . London: Routledge, 2006 .

Dearborn, Lynne M. , and John C. Stallmeyer . Inconvenient Heritage: Erasure and Global Tourism in Luang Prabang . Walnut Creek, CA: Left Coast Press, 2010 .

Hall, Melanie , ed. Towards World Heritage: International Origins of the Preservation Movement, 1880–1930 . Farnham: Ashgate, 2011 .

Hewison, Robert.   The Heritage Industry: Britain in a Climate of Decline . London: Methuen, 1987 .

Harrison, Rodney.   Heritage: Critical Approaches . New York: Routledge, 2013 .

Kirshenblatt-Gimblett, Barbara.   Destination Culture: Tourism, Museums, and Heritage . Berkeley, CA: University of California Press, 1998 .

Lowenthal, David.   The Past Is a Foreign Country: Revisited . Cambridge: Cambridge University Press, 2015 .

Miles, Stephen.   The Western Front: Landscape, Tourism and Heritage . Barnsley: Pen and Sword, 2017 .

Macdonald, Sharon.   Memorylands: Heritage and Identity in Europe Today . London: Routledge, 2013 .

Park, Hyung Yu.   Heritage Tourism . London: Routledge, 2014 .

Shaffer, Marguerite S.   See America First: Tourism and National Identity, 1880–1940 . Washington, DC: Smithsonian Institution Press, 2001 .

Schama, Simon.   Landscape and Memory . New York: Alfred A Knopf, 1995 .

Sears, John F.   Sacred Places: American Tourist Attractions in the Nineteenth Century . Amherst, MA: University of Massachusetts Press, 1998 .

Timothy, Dallen J.   Cultural Heritage and Tourism: An Introduction . Bristol: Channel View, 2011 .

Winter, Tim.   Post-Conflict Heritage, Postcolonial Tourism: Culture, Politics and Development at Angkor . London: Routledge, 2007 .

1   Peter J. Larkham , “Heritage As Planned and conserved,” in Heritage, Tourism and Society , ed. David T. Herbert (London: Mansell, 1995), 85 ; Peter Johnson and Barry Thomas , “Heritage As Business,” in Heritage, Tourism and Society , ed. David T. Herbert (London: Mansell, 1995), 170 ; David Lowenthal , The Heritage Crusade and the Spoils of History (Cambridge: Cambridge University Press, 1998), 94.

2   David C. Harvey , “The History of Heritage,” in Ashgate Research Companion to Heritage and Identity , eds. Brian Graham and Peter Howard (Aldershot: Ashgate, 2008), 22.

3   Deepak Chhabra , Robert Healy , and Erin Sills , “Staged Authenticity and Heritage Tourism,” Annals of Tourism Research 30, no. 3 (2003): 702–719.

4   Tomaz Kolar and Vesna Zabkar , “A Consumer-Based Model of Authenticity: An Oxymoron or the Foundation of Cultural Heritage Marketing?” Tourism Management 31, no. 5 (2010): 652–664.

5   John Tunbridge and Gregory Ashworth , Dissonant Heritage: The Management of the Past as a Resource in Conflict (Chichester: J. Wiley, 1996), 10–13.

6 See Lowenthal, The Heritage Crusade and the Spoils of History ; Robert Hewison , The Heritage Industry: Britain in a Climate of Decline (London: Methuen London, 1987) ; Patrick Wright , On Living in an Old Country: The National Past in Contemporary Britain (London: Verso, 1985).

7   John A. Jakle , The Tourist: Travel in Twentieth-Century North America (Lincoln, NE: University of Nebraska Press, 1985).

8   John F. Sears , Sacred Places: American Tourist Attractions in the Nineteenth Century (Amherst, MA: University of Massachusetts Press, 1998).

9   Patricia Jasen , Wild Things: Nature, Culture, and Tourism in Ontario, 1790–1914 (Toronto: University of Toronto Press, 1995).

10   Simon Schama , Landscape and Memory (New York: Alfred A Knopf, 1995), 6–19 ; Pamela J. Stewart and Andrew Strathan (eds.), Landscape, Memory and History: Anthropological Perspectives (London and Sterling: Pluto, 2003), 2–3.

11   David Lowenthal , “European and English Landscapes as National Symbols,” in Geography and National Identity , ed. David Hoosen (Oxford: Blackwell, 1994), 21–24 ; and David Lowenthal , “Landscape as Heritage,” in Heritage: Conservation, Interpretation and Enterprise , eds. J. D. Fladmark (London: Routledge, 1993), 10–11.

12   Katherine Grenier , Tourism and Identity in Scotland, 1770–1914: Creating Caledonia (London: Routledge, 2005), 5–11.

13   Patrick Young , Enacting Brittany: Tourism and Culture in Provincial France, 1871–1939 (Farnham; Burlington: Ashgate, 2012).

14   Christopher Chippindale , “The Making of the First Ancient Monuments Act, 1882, and Its Administration Under General Pitt-Rivers,” Journal of the British Archaeological Association 86 (1983): 1–55 ; Tim Murray , “The History, Philosophy, and Sociology of Archaeology: The Case of the Ancient Monuments Protection Act (1882),” in Histories of Archaeology: A Reader in the History of Archaeology , eds. Tim Murray and Christopher Evans (New York: Oxford University Press, 2008), 145–176.

  National Trust Act, 1907 . 7 Edward 7, Ch cxxxvi, first schedule.

Other countries developed similar programs, especially after World War II: Australia, 1947; United States, 1949; Japan, 1964; and Italy, 1975.

17   Bosse Sundin , “Nature as Heritage: The Swedish Case,” International Journal of Heritage Studies 11, no. 1 (2005): 9–20.

18   Tait Keller , Apostles of the Alps: Mountaineering and Nation Building in Germany and Austria, 1860–1939 (Chapel Hill, NC: UNC Press Books, 2015).

19 See Karl Baedeker , The Eastern Alps, Including the Bavarian Highlands, The Tyrol, Salzkammergut, Styria, and Carinthia (Leipsic: K. Baedeker, 1879).

20   Eric Zuelow , A History of Modern Tourism (New York: Palgrave Macmillan, 2016), 108–109.

21   M. D. Merrill (ed.), Yellowstone and the Great West: Journals, Letters, and Images from the 1871 Hayden Expedition (Lincoln, NE: University of Nebraska Press, 2003), 210–211.

22   Alan Gordon , Making Public Pasts: The Contested Terrain of Montreal’s Public Memories (Montreal: McGill-Queen’s University Press, 2001).

23   John Sandlos , “Nature’s Playgrounds: The Parks Branch and Tourism Promotion in the National Parks, 1911–1929,” in A Century of Parks Canada, 1911–2011 , ed. Claire Elizabeth Campbell (Calgary: University of Calgary Press, 2011).

24   Stephen Pyne , How the Canyon Became Grand (New York: Viking, 1998), 25–26, 55–60 ; J. W. Powell , The Exploration of the Colorado River and Its Canyons (New York: Dover Press, 1875).

25   Linda Rancourt , “Cultural Celebration,” National Parks 80, no. 1 (2006): 4.

26   Charles Wilson , The Myth of Santa Fe: Creating a Modern Regional Tradition (Albuquerque, NM: University of New Mexico Press, 1997).

27   Ian McKay and Robin Bates , In the Province of History: The Making of the Public Past in Twentieth-Century Nova Scotia (Montreal: McGill-Queen’s University Press, 2010), 71–129.

28   Thomas A. Chambers , Memories of War Visiting Battlegrounds and Bonefields in the Early American Republic (Ithaca, NY: Cornell University Press 2012).

29 See Alan Gordon, “Where Famous Heroes Fell: Tourism, History, and Liberalism in old Quebec,” 58–81 and J. I. Little , “In Search of the Plains of Abraham: British, American, and Canadian Views of a Symbolic Landscape, 1793–1913,” in Remembering 1759: The Conquest of Canada in Historical Memory , eds. Phillip Buckner and John G. Reid (Toronto: University of Toronto Press, 2011), 82–109.

30   John S. Patterson , “A Patriotic Landscape: Gettysburg, 1863–1913,” Prospects 7 (1982): 315–333.

31   David Lloyd , Battlefield Tourism: Pilgrimage and the Commemoration of the Great War in Britain, Australia and Canada, 1919–1939 (Oxford and New York: Berg, 1998), 100–111.

  Lloyd, Battlefield Tourism , 98–100.

33   George Humphrey Yetter , Williamsburg Before and After: The Rebirth of Virginia’s Colonial Capital (Colonial Williamsburg, 1988), 49–52 ; Stephen Conn , Museums and American intellectual life, 1876–1926 (Chicago: University of Chicago Press, 2000), 155.

34   Raymond B. Fosdick , John D. Rockefeller Jr.: A Portrait (New York: Harper, 1956), 356–357.

35   Michael Wallace , “Visiting the Past: History Museums in the United States,” in A Living History Reader , ed. Jay Anderson (Nashville: American Association of State and Local History, 1991), 190.

36   Alan Gordon , Time Travel: Tourism and the Rise of the Living History Museum in Mid-Twentieth-Century Canada (Vancouver: UBC Press, 2016), 65–70 ; Ben Bradley , “The David Thompson Memorial Fort: An Early Outpost of Historically Themed Tourism in Western Canada,” Histoire sociale/Social History 49, no. 99 (2016): 409–429.

37   Kristen Semmens , Seeing Hitler’s Germany: Tourism in the Third Reich (Basingstoke and New York: Palgrave Macmillan, 2005).

38   Gregory Ashworth and Peter Larkham , “A Heritage for Europe: The Need, the Task, the Contribution,” in Building a New Heritage , ed. Gregory Ashworth and Peter Larkham (London: Routledge, 1994), 127–129.

39   Alon Confino , “Traveling as a Culture of Remembrance: Traces of National Socialism in West Germany, 1945–1960,” History & Memory 12, no. 2 (2000): 92–121.

40 See, for example, Paul Basu , Highland Homecomings: Genealogy and Heritage Tourism in the Scottish Diaspora (London: Routledge, 2007).

41   Huang, Wei-Jue , Gregory Ramshaw , and William C. Norman . “Homecoming or Tourism? Diaspora Tourism Experience of Second-Generation Immigrants,” Tourism Geographies 18, no. 1 (2016): 59–79.

42   Shaul Kelner , Tours That Bind: Diaspora, Pilgrimage, and Israeli Birthright Tourism (New York: New York University Press, 2010).

43   Dina Berger , The Development of Mexico’s Tourism Industry: Pyramids by Day, Martinis by Night (New York: Palgrave Macmillan, 2006).

44 See, for example, Dawn Starin , “Letter From Luang Prabang: World Heritage Designation, Blessing or Curse?” Critical Asian Studies 40, no. 4 (December 2008): 639–652.

45   Tim Winter , “Heritage Studies and the Privileging of Theory,” International Journal of Heritage Studies 20, no. 5 (2014): 556–572.

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The Fantasy of Heritage Tourism

The first generation of immigrants wants to survive, the second wants to assimilate, and the third wants to remember, the sociologist Marcus Lee Hansen wrote in 1938. The fourth, fifth, and sixth? Apparently they now want to go on a luxury vacation to visit the Welsh coal mines their ancestors crossed an ocean to escape.

So-called heritage tourism has grown into its own travel category, like skiing and whale watching. In 2019, an Airbnb survey found that the share of people traveling to “trace their roots” worldwide had increased by 500 percent since 2014; the company announced that it was teaming up with 23andMe, the DNA-testing service, to meet this demand, offering trips to clients’ ancestral homelands. Ancestry, the company behind the family-search website, has partnered with a travel agency. The governments of Germany and Scotland have websites devoted to heritage tourism. Conde Nast Traveller is all over this trend . In Dublin, the Shelbourne Hotel’s “genealogy butler” can research your Irish side, if you so please. The Conte Club, a boutique travel service known for its focus on privacy and members-only jet rentals, will take you and your partner on a week-long “ DNA-mapped journey ” starting at $35,000 (flights not included). Should you wish to go very far back in time, the agency can make that happen. Rebecca Fielding, the CEO, told me about one client who was obsessed with the idea that he had descended from Genghis Khan. DNA tests can’t possibly prove a connection that old, Fielding said, but the Conte Club was happy to arrange his trip to Mongolia.

Kyle Betit, the genealogist who runs Ancestry’s travel business, told me that his clients experience something much more “personal” and “deep” than what’s available to “the typical tourist.” Ancestry genealogists can create bespoke itineraries tailored to a family’s history, down to the villages or even the streets where they once lived. The company’s most popular destinations were Italy and Ireland. In 2023, it took 44 individual clients or groups on such voyages. This year, it’s offering two genealogy cruises .

[ Read: What can you do with the world’s largest family tree? ]

Who takes such a trip? According to the Airbnb survey, Americans top the list, followed by Canadians and Australians. Those most likely to go are between the ages of 60 and 90—mainly retirees with cash to spare. Dave Richard Meyrick, whom Ancestry put me in touch with, is a representative example.

Meyrick is 73 and lives in Las Vegas, where he worked at the MGM Grand hotel and casino until his retirement. He recently came into a small fortune—not at the poker table, but after winning a lawsuit against the U.S. military. The Agent Orange that the Army sprayed over Vietnam when he was fighting there caused Meyrick to lose most of his eyesight years after he returned. The newly enriched man has no wife and no kids—“that I know of,” he told me, with a chuckle—so indulging in a decadent vacation was the logical course of action. The question was where to go.

He had recently been on an unremarkable cruise through the Gulf of Mexico when a free trial for Ancestry.com appeared on his screen in spring 2020. He learned that he was ninth in a line of Richard Meyricks. He found his paternal grandfather—who was born in Wales and fought for Canada in World War I—in mustard-gas records that might explain his grandpa’s weird cough. Meyrick had always assumed that his paternal grandmother’s ancestors were also from Wales; actually, they were German, from the medieval city of Heidelberg and the Alpine region of Bavaria.

Soon he got a promotional email from Ancestry: If he wanted to see where his father’s parents came from, the company was there to help. He replied, intrigued. Betit scheduled a video call. The team helped him book a trip to Germany, where his father’s ancestors were innkeepers on the grounds of a princely castle. The inn has been renovated, and is now the chic office of a finance firm. During a stop in Munich, Meyrick drank beer at Oktoberfest. He then went to Wales, where another branch of his father’s ancestors worked the mines and steel mills in a village that dates back to the 1600s.

He told me that the deterioration of his eyesight had changed his perception of traveling. He couldn’t see the sites or landscapes very well, but his genealogy helped him feel connected to the places he visited. At the Welsh church where his ancestors had been baptized, married, and buried, Meyrick met a local history buff, who told him a story. In the early 1700s, a villager with a habit of hiding behind stagecoaches to rob the wealthy messed with the wrong rich man, a big landowner, and was hanged. The historian was convinced that the unfortunate thief was among Meyrick’s ancestors. Could this fabulous connection be true? Ancestry’s genealogists weren’t able to confirm it, and Meyrick said that his source had seemed a little senile. Still, he assured me, the $50,000 trip was “money well spent.”

This year, he plans to do his mother’s side.

Heritage tourism may only be catching on among Americans now, but governments have been pushing it for decades.

After World War II, tourism was considered a major component of diplomacy. Marshall Plan funds were earmarked to build not just roads and city centers but also ski slopes and airports. The Eisenhower administration created the People-to-People Program, promoting international pen-pal networks and sporting events in hopes of uniting countries against the Soviet Union.

Europe welcomed America’s tourists, and tried to encourage more to come. Some hosted “homecomings”—festivals meant to lure the children and grandchildren of emigrants back to visit. Greece held one in 1951; Lebanon, in 1955; Sweden, in 1965–66. Ireland hosted annual homecomings starting in 1953. These campaigns were, in the words of the Swedish historian Adam Hjorthén, “the earliest coordinated attempts at adopting ancestry in the promotion of mass tourism.”

They were also a failure, as people didn’t go. The Irish homecoming— called An Tóstal , or “a gathering,” and sponsored by the founder of Pan Am Airways—went on for six years before a tourist-board report admitted that the word fiasco didn’t sufficiently convey how badly the effort had flopped.   

For heritage tourism to take off, a few changes had to occur. First, plane tickets needed to get a lot cheaper. As the Pan Am founder, of all people, should have known, transatlantic flights then cost a lot of money—airfare from New York to London in 1950 was about $8,700 in today’s dollars . That year, only about one in 250 Americans went overseas at all. In 2019, at the pre-pandemic peak of traveling, this number was one in three .   

Even if they had the money, travelers might not have chosen to spend it on connecting with their homelands. For a long time, genealogy struck many people in the United States as elitist. Most European settlers, the historian Russell Bidlack wrote , “had escaped from a society where the traditions of inheritance and caste had denied them opportunity for a better life.” Genealogy was for people obsessed with nobility, or for WASPs living off borrowed glory.  

This began to change in the 1970s and ’80s, when genealogy became cool. The publication of Roots , Alex Haley’s 1976 novel about a seven-generation lineage, starting with a man sold into slavery in Gambia and ending with an American descendant not unlike the author, was a turning point. The book topped the New York Times best-seller list for more than five months and inspired two TV adaptations and eventually a whole genre of trace-your-ancestry reality shows. Genealogy was no longer just a hobby for pedigree-loving Europeans but became a tool for everyone, including marginalized groups, to understand their past.

Still, genealogy was hard work, at least until the advent of the internet in the 1990s made public records accessible and searchable. Infobases, a seller of floppy disks with genealogy databases catering to Mormons, who have a particular interest in the subject for theological reasons, purchased Ancestry, then a local publisher and magazine specializing in genealogy. Ancestry.com went online in 1996. By the mid-2010s, DNA testing was mainstream—packaged, commoditized. The tests convinced people that the connection they felt to the place of their ancestors was “really real,” as Naomi Leite, an anthropologist at SOAS University of London, put it to me. An American could now possess hard evidence that he was 12.5 percent Greek.

But when that American goes on a vacation to Santorini, what exactly is he hoping to find?

[ From the June 2016 issue: The false promise of DNA testing ]

Heritage is the name Americans give to the past when they realize they’ve already lost it. They want to claim it back. And when they finally go to these places where they had never been, travelers say they are “returning.”

This mode of traveling across space and time is ultimately a journey into the self—the reconstruction of a grand story that started long ago and ends with you. It provides order and meaning to travel that might otherwise seem arbitrary, while still providing plenty of choices: After all, the further you go into your family tree, the more branches you may have to pick from. Solène Prince, who studies heritage travel in Sweden, told me that people tend to focus on the lineage that they view as most “socially desirable”: “Americans and Canadians like to be Swedish,” she said. “It’s progressive.”

A segment of this industry targets Black Americans. Ghana, from which many enslaved Africans were sent to the New World, had its own homecoming— a “Year of Return”— for Africans in the diaspora in 2019. One and a half million people visited the continent that year, Ghana’s tourism department reported. But most heritage tourism tacitly serves white Americans. (Ancestry mentions Ghana in a list of possible Personal Heritage Journeys, but when I asked if anyone had taken advantage of that trip, a company spokesperson said not yet.)

Genealogy may be the product of painstaking research, but it’s also a fantasy, about who we are and who we’d like to be. Many Americans want to be something else: “Time and again, I have heard genealogists be very disappointed to learn that, in fact, they’re all white,” Jackie Hogan, the author of Roots Quest: Inside America’s Genealogy Boom , noted once in an interview . “If America is a melting pot, this is people wanting to unmelt it and find what makes them special,” Leite, the anthropologist, told me.

[ From the July/August 2018 issue: The weird, ever-evolving story of DNA ]

But even if white Americans think they want to be something other than white, when it comes time to travel, they mostly want to go to Europe. Fielding, of the Conte Club, told me that the top destinations for its DNA trips were all in Europe. Even when a DNA test uncovers ancestry outside this part of the world, clients tend to ignore it and “put their money where their comfort zone is”—meaning travel to the places they might have gone to anyway.

Reading testimonials from Ancestry travelers online, I got the impression that a big appeal of a heritage trip is marveling at how bad struggles were in remote places compared with the safety and comfort of present-day America. “I am grateful for them leaving and everything they went through, so we could have the life we have,” one traveler said after visiting the Italian sulfur mines where their grandparents once worked. “I think it made me appreciate not only them, but the sacrifices they had to go through so I could live comfortably here in the United States,” said another one who went to Ireland. There’s a hint of smug pride behind this gratitude exercise.

But at least one traveler came away with a more disquieting narrative, according to Joe Buggy, one of Ancestry’s genealogists. He had an American client who learned, while visiting his ancestors’ quaint little village, that everyone in town believed his grandfather had committed a murder there. They all thought he’d fled to Australia. Maybe that’s why Grandpa never talked about Ireland.

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• Introducing Lake Ontario National Marine Sanctuary: A Maritime Legacy

By Rachel Plunkett

With broad support, NOAA today announced an important addition to America's National Marine Sanctuary System— Lake Ontario National Marine Sanctuary .

The 1,722 square-mile area contains waters that act as a gateway between the Great Lakes and the ocean and protect culturally significant places, resources, and artifacts integral to American history and the heritage of Indigenous Peoples.

This is the most recent national marine sanctuary designation since NOAA announced the inclusion of Wisconsin Shipwreck Coast National Marine Sanctuary in 2021, and it is the third sanctuary to be designated in the Great Lakes. The designation of Lake Ontario National Marine Sanctuary is supported by local governments (in Jefferson, Wayne, Cayuga, and Oswego counties), the governor of New York, the Onondaga Nation, and several historical societies, museums, recreation, conservation, tourism, and education groups. NOAA and the state of New York will co-manage the sanctuary.

"Public involvement is the cornerstone of the sanctuary nomination and designation process ," said John Armor, the director of NOAA's Office of National Marine Sanctuaries. Leading up to this new sanctuary, there was an extensive public process over the span of five years, including an initial public scoping period, three public meetings, and NOAA's review of public comments regarding the proposed regulations and boundaries.

NOAA also established a 15-member Sanctuary Advisory Council to bring diverse representatives from various stakeholder groups together to liaise with the community and assist in guiding NOAA through the designation process. The group is made up of dedicated volunteers and local residents who represent interests such as economic development, recreation, maritime heritage, education, and research.

Bill Crist, Chair of the Lake Ontario National Marine Sanctuary Advisory Council said that "The eager and diverse assembly played a pivotal role committed to networking, relationship building, collaborating, and sharing of news, updates, and the eventual progress toward designation."

Indigenous Histories

As the easternmost of the five Great Lakes, Lake Ontario connects North America's inland seas to the Atlantic Ocean through the St. Lawrence Seaway. The first regional inhabitants, the ancestors of the Haudenosaunee Confederacy (the Mohawks, Oneidas, Onondagas, Cayugas, and Senecas), developed a deep understanding and connection to the lake and its fish and wildlife that remains vibrant today. The Tuscarora joined the Confederacy in 1722.

"This sanctuary provides a national stage for Indigenous Peoples of these waters to share their stories," said Armor.

NOAA acknowledges the Indigenous Peoples' homelands that align with the sanctuary and is dedicated to building equitable partnerships with Indigenous Peoples in the stewardship of this environment.

"The eastern shore of Lake Ontario is part of the original territory of the Onondaga Nation, where their ancestors fished and traveled extensively," said Joseph Heath, general counsel for the Onondaga Nation. "The Onondaga Nation supported the sanctuary nomination and welcomes the opportunity to work collaboratively with NOAA when the sanctuary is designated."

According to Armor, "we hope to highlight the value of this special place for its past and present communities, and the significance of eastern Lake Ontario to our collective histories."

America's Maritime Past

The frigid, dark waters of Lake Ontario hold stories of our nation's past that many are unaware of. Each shipwreck harbors its own story , offering a glimpse into the lives of shipbuilders, sailors, passengers, and the communities they served. These submerged relics serve as silent witnesses to the rich maritime heritage of the region, including military conflicts, maritime innovation, trade, and transportation. The 41 known historically significant shipwrecks now protected in this new sanctuary represent more than 200 years of our nation's modern history. Within these waters that helped shape America are some of the oldest shipwrecks in the Great Lakes, many of which are in pristine condition.

"The addition of Lake Ontario National Marine Sanctuary as the third Great Lakes sanctuary provides an opportunity for NOAA and its partners to tell the many stories of the Great Lakes and to connect these special places," said Ellen Brody, the Great Lakes Regional Coordinator at NOAA's Office of National Marine Sanctuaries.

Lake Ontario National Marine Sanctuary protects the oldest known commercial sailing vessel in Lake Ontario, Washington (1797–1803) and a World War II-era Beechcraft C-45 Expeditor aircraft. One of the sanctuary's most visited recreationally accessible shipwrecks, St. Peter (1873–1898), is located northeast of Putneyville. This 135-foot, three-masted schooner rests upright in 117 feet of water and is listed on the National Register of Historic Places.

Take a virtual dive with this Sanctuaries 360 video to learn about the schooner St. Peter and its battle with 70 mph winds.

Within Lake Ontario National Marine Sanctuary there are:

• 41 known shipwrecks
• 1 known aircraft
• 19 potential shipwreck sites (need formal verification)
• 3 potential aircraft sites (need formal verification)
• Several underwater archaeological sites

In order to manage and protect the underwater cultural and historical resources in Lake Ontario National Marine Sanctuary, NOAA will enforce regulations on certain activities within sanctuary boundaries, such as prohibitions on moving, injuring, possessing, or selling sanctuary resources, anchoring on shipwrecks, and operating tethered underwater mobile systems (such as remotely operated vehicles) without a permit. Considerations were taken to ensure compatible use with commercial shipping and other activities important to the local, regional, and national economies.

Heritage Tourism and Recreation

Typically regarded as an oasis retreat for hikers, climbers, and campers, upstate New York also offers excellent freshwater scuba opportunities. Scuba diving, boating, fishing, and paddling are just a few of the recreational activities that locals and tourists enjoy on the waters of Lake Ontario National Marine Sanctuary. The region also includes several lighthouses and maritime museums, and many state parks that attract millions of visitors. If people are visiting the region for these activities, it means they are also contributing to the regional economy by spending money on food, accommodations, travel, and other commodities.

"Southeastern Lake Ontario has a thriving tourism industry led by a world-class sport fishery…supplemented by historical attractions, boating, outdoor adventure opportunities, snowmobiling, agri-tourism, and welcoming downtowns," said Oswego County Administrator Philip R. Church. "A National Marine Sanctuary based on our maritime heritage and shipwrecks will add significantly to this diversity of attractions and strengthen the tourism industry by luring a whole new population of visitors to our communities."

Church has been scuba diving and exploring historical shipwrecks since 1993. "I traveled to other communities of the Great Lakes to dive, witnessed their active charter and buoying operations , and when I came back [to Oswego] I'd think, ‘why not here?'"

The mooring buoy program Church is referring to is one of the most well-known and successful programs helping to support tourism and protect natural and cultural resources across the National Marine Sanctuary System. Thousands of mooring buoys are deployed and maintained by sanctuary staff to allow visitors and researchers to safely secure their vessel near popular diving and fishing sites—offering an alternate way to stabilize watercraft without damaging the environment below.

In addition to protecting and allowing the safe exploration of the 41 known shipwrecks, there are also opportunities for discovery, with 19 potential shipwreck sites and several archaeological sites within the boundaries that still need formal investigation. NOAA and its partners bring added benefits to the area such as funding and scientific capacity to support the research and exploration of the lakebed. After a historically significant shipwreck is confirmed in sanctuary waters, it becomes a cultural resource that is routinely monitored and protected.

History Will Live On

Given that these historical artifacts rest on the lake bottom of Lake Ontario National Marine Sanctuary, many people will never get to see them in person. Now that this area is protected and managed by NOAA, staff will be able to work with partners, including local and national organizations and Indigenous governments and communities to ensure that these stories live on for generations to come.

One of the benefits of a special area becoming part of the National Marine Sanctuary System is that the management plan for the sanctuary will include an education and outreach component. This means funds can be allocated towards things like developing standards-aligned lesson plans , educational videos, articles, virtual reality experiences, museum exhibits, and supporting school field trips and professional development opportunities for teachers .

Benjamin Heckethorn has been teaching history at Oswego High School for seven years, and has been an educator for 17 years. When asked about the level of knowledge local students currently have of American history and Indigenous heritage beneath the waves of Lake Ontario, Heckethorn replied, "They all know we live on a Great Lake, they know we have beautiful sunsets and powerful snowstorms, but the vast majority of students who I teach are surprised to learn about the centuries of well preserved history sitting on the floor of Lake Ontario."

A national marine sanctuary will help the stories of trade, transportation, shipbuilding, and sustenance within this Great Lake community live on so that local students can learn this history and keep it alive. "Schools in the area can take advantage of field trips to sites along the Lake Ontario shoreline and eventually interpretive centers to help bring Lake Ontario history to life," Heckethorn adds.

There is also value provided by the national marine sanctuary in terms of strengthening science, technology, engineering, and math (STEM) curriculum and inspiring future career interests for local youth. "These [sanctuary] resources could be used to spark students' interest in careers in history, mathematics, physics, marine biology, nautical architecture, underwater technology and engineering, and more," adds Church.

"No matter the school, the age group, or the subject area, our students are going to really benefit from this designation whether it be [through visiting] the actual sanctuary site or through sanctuary-provided materials and lessons," concludes Heckethorn.

A Sanctuary Now and Forever

The sanctuary will establish a new 15-member Sanctuary Advisory Council that will play an important role in shaping the future of this new national marine sanctuary.

"The designation has been the culmination of so many passionate individuals throughout the area," said Crist. "There is a true and deep sense of pride, joy, and accomplishment that comes from recognizing a job well done. This significant milestone serves as a testament to our collective efforts to preserve our maritime heritage for future generations."

Rachel Plunkett is the content manager and senior writer for NOAA's Office of National Marine Sanctuaries

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Airline Industry Aims for New Passenger Record in 2024

Air passenger traffic.

As international travel came to a near complete standstill in 2020 due to the Covid-19 pandemic, the aviation industry suffered what it described as “the worst year in history for air travel demand”. According to the International Air Transport Association (IATA), global passenger numbers declined by 60 percent in 2020 while passenger revenue dropped by almost 70 percent, bringing the industry to its knees.

“2020 was a catastrophe. There is no other way to describe it," Alexandre de Juniac, then IATA’s Director General and CEO said at the time. And while the rapid vaccine rollout fueled hopes of a swift recovery in early 2021, those hopes were dashed with the emergence of Delta and Omicron, which disrupted international travel during the Northern hemisphere's summer and holiday season, respectively, leaving international passenger demand more than 70 percent below 2019 levels in 2021, while domestic demand began to improve.

Three years later, the pandemic and the many disruptions that came with it are nothing but a faint memory for many people and the airline industry has fully recovered from the deepest crisis in its history. According to the IATA's latest estimate, industry revenues could hit a new record of almost $1 trillion this year, as almost five billion passenger are expected for 2024, exceeding the 2019 passenger number by more than 400 million.

In a statement released ahead of the IATA's 80th Annual General Meeting in Dubai this week, IATA's Director General Willie Walsh emphasized the industry's crucial role in connecting the world. "With a record five billion air travelers expected in 2024, the human need to fly has never been stronger. Moreover, the global economy counts on air cargo to deliver the $8.3 trillion of trade that gets to customers by air. Without a doubt, aviation is vital to the ambitions and prosperity of individuals and economies."

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