An interesting thing happens when a country’s tourism industry begins to expand and bring in some real money — the inherent characteristics of that place, whether natural or cultural, are apt to become packaged, promoted and sold as a commodity. The same elements that we may take for granted because we live among them all the time may become the very things that are fascinating to tourists, and when that happens, it is potentially a great boon for the economy. Nevertheless, when we begin to allow all of our decision making to become economic, we put in jeopardy those very things that count the most.
There has been some discussion lately about the value of cultural tourism, and whether it is a worthy enterprise for public support. When we consider the question in purely economic terms, it may lead us to question the value of promoting culture, particularly events that have a specific niche audience rather than a broader appeal. In marketing our country as a tourist destination, should we not be focusing our attention on the things that will draw the biggest crowds? Perhaps, but when this comes at the expense of smaller but still inherently valuable cultural events, I would argue that — even aside from any moral considerations — it just doesn’t make good business sense.
In our drive to appeal to tourists from all over, the one thing that we must not lose is our distinctiveness. This is a mistake the many countries make upon becoming tourist destinations. It feels like the world has gotten smaller over the past few decades, not only is travel and communication across continents so much easier then before, but also there is a certain homogeneity that has permeated the world in this age of globalization. It is possible to go into a store or food outlet anywhere in the world and experience a sense of familiarity. Much of this homogenization serves to make travel easier, more accessible and more convenient, and these are all good things. But in the midst of it all, we have to be more careful than ever not to lose what makes us distinct. Otherwise, one might ask, why bother to travel at all?
And there is another thing that we should remember — cultural distinctiveness is not and cannot be based solely in the past. Obviously, we have our long history and our cultural monuments that can’t be duplicated, some of which form the cornerstones of our collective identity. But culture has to be current as well as historical, so that we can feel like active participants in it and take part in creating and re-creating it, day after day.
The rich possibilities of tourism should not blind us to our collective endeavor — to continuously create, support and partake of an active and evolving cultural life. This is what would make our cities worth visiting for both domestic and international tourists, for many years to come.
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