· BIG ISSUES ·
An Authentic Travel Experience – The Impossible Quest
Scribbled by Claire ◊ 06 Sep 2024
Do you travel looking for an authentic experience and, if so, what does that phrase mean to you? Here, we talk about why it may be a fundamentally impossible quest, a bit of travel philosophy, and how our expectations dictate our satisfaction.
‘Seeking authentic experiences’ was in the top three travel motivations of the year from the Virtuoso Luxe 2019 report (a large network of luxury travel advisors). One of the ten leading travel trends on the report was ‘Authenticity’. But what does the concept of an ‘authentic travel experience’ really imply?
Mainstream group tour companies are often guilty of using this type of language (this doesn’t mean they are terrible). Having ‘authentic travel experiences’ as part of your brand seems to be all the rage now – but what does it actually mean? The inference of authenticity is commonly used to market travel – ‘live like a local’; ‘get under the skin of a destination’; ‘hidden gems’. Is this really possible in the truest sense of authenticity?
Do you visit other countries on a quest for ‘authentic tourism experiences’? If so, what does that phrase mean to you? Have your expectations lived up to the hype?
‘Cultural authenticity’ is undoubtedly an ambiguous term in a touristic sense and a theoretically challenging concept. Here we try to figure it out.
IN THIS GUIDE //
Authentic Experiences in Travel
AUTHENTICITY IN TERMS OF TOURISM
WHERE DOES OUR IMAGE OF AUTHENTIC TRAVEL COME FROM?
– TOURIST PRECONCEPTIONS
CAN AN EXPERIENCE EVER BE AUTHENTIC WHEN TOURISTS ARE PRESENT?
More ‘authentic travel’ questions to consider
HOW AND WHEN IS AUTHENTICITY DEFINED?
– ACCULTURATION
– WESTERNISATION
DO WE REALLY ALWAYS WANT AUTHENTIC TOURISM?
WHAT DO WE REALLY WANT TO GET FROM AN AUTHENTIC TRAVEL EXPERIENCE?
HOW CAN WE HAVE THE MOST AUTHENTIC TRAVEL EXPERIENCES POSSIBLE?
FINAL THOUGHTS – AUTHENTIC TRAVEL
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Authenticity in Tourism
The definition of authenticity, in genera,l is this:
‘The quality of being authentic’
And the definition of authentic is:
‘of undisputed origin and not a copy; genuine’
‘conforming to an original so as to reproduce essential features’
‘made or done the same way as the original’
Authenticity is associated with quality, positive attributes, and value. Think designer products, museum exhibits, and food; the use of the term ‘authentic’ adds intrinsic value, doesn’t it?
In terms of travel, in the simplest sense, these definitions translate to ‘mirroring the real-world’ and a ‘desire to experience what is genuine, real or true’. However, these phrases are subjective and do not entirely satisfy how we identify what an ‘authentic travel experience’ actually is.
The McDonalds example comes up, repeatedly:
If a local family (outside the United States) eats in McDonalds every Friday with their kids and is their favourite meal of the week, is this local, authentic behaviour? I would argue that it is – why would this experience not count as part of their local customs? To disagree implies that modernisation is not culturally authentic. How long would this tradition have to happen for, and how many people would have to take part before it is considered a culturally authentic practice?
Academic work in this field is very philosophical in nature. There are various schools of thought about the validity of the concept of authenticity in a touristic sense. These are fascinating, but complicated, and this post is not going to delve deeply into it. If you are interested though, the seminal publication of MacCannell first introduced the concept of authenticity in tourism in 1973. Wang (1999) and Reisinger and Steiner (2006) are other great places to start.
Where Does Our Image of Authentic Travel Experiences Come From?
When a tourist hopes for an authentic travel experience, how do they know they are getting the real deal when there are few trustworthy sources? Does it even matter?
Have you ever arrived at a destination and it was exactly what you expected? Personally, I can say it’s unusual that I visit anywhere that has matched my (possibly wild) imagination.
Impressions of locations | before an in-person visit, our expectations are gained and moulded from photographs, books, films, the news, and social media. Often, these sources represent a particular angle; perfectly curated to further a political or economic perspective. Depictions of poverty or picture-perfect landscapes are common, and may even be openly selling something. Social media is often about building a following, so inherently there are biases, no matter the intention and source. If the media you consume is attempting to further a cause in some way, are you gaining an authentic view of the place?
◊ Even now, in 2025, many people think of ‘Africa’ when they see poverty on television. Others think ‘Africa’ when they see deserts (not to mention that Africa isn’t even a country). I wonder how these preconceptions affect their ‘authentic experiences’ when they finally land in their chosen African destination?
◊ Films and television can unintentionally further stereotypes about race, gender, or the cultural traditions of other countries that will not match reality.
◊ Even trustworthy, well-made documentaries still have camera crews and sometimes large numbers of people. How do we know that the behaviour of local communities is the same in the presence of these outside influences?
Tourist Preconceptions
Tourist expectations of what ‘authenticity’ is can cause a multitude of problems. These include the embellishment and fabrication of traditions, such as not killing an animal at a ceremony because visitors don’t like it. Other examples include simplifying/changing language, exaggerating costumes, or hiding Westernisation or modernisation.
An example of this recently was in Papua New Guinea where local people built tree houses purely for Western television. The presenter spoke of the tribe’s people ‘putting on a performance for the rich tourists’. These actions are in response to what the tribe thought tourists would expect, rather than a genuine portrayal of tribal life.
Can An Experience Ever Be Authentic When Tourists are Present?
Have you ever witnessed something that seemed ‘put on’ or staged for your benefit? As mentioned above, it is common in touristic areas; traditions can be embellished or even invented. How do you know if what you witness or participate in is ‘real’? To quote an article in the Atlantic by Gary Arndt:
‘One tenet of quantum physics is that the simple act of observing an event will alter the outcome of the event. Traveling is no different.’
If something only happens in a certain way for tourists, what does that mean in terms of authenticity? It is argued by some academics that by merely being present, a visitor removes all possibility of having an authentic travel experience (Turner 1994).
It is known that tourist presence fundamentally impacts local culture; one of the pillars of sustainability even refers to reducing the impact tourism has on local communities. For example:
◊ It is possible that a local person would not believe a tourist to be interested in their life, so may exaggerate some elements of their traditions and behaviour. Others may want to shock (like a guide giving tourists brain curry, when in reality it is not all that common).
◊ When you visit your friend’s house, they may have cleaned up for you (if you’re lucky). Even there, you are not necessarily seeing them in the environment in which they usually live.
◊ It is common for types of food to be ‘toned down’ in terms of heat and spice (like Thai, for example), if the customer is suspected to be a tourist. So is it possible to tell how ‘authentic’ your food is? Further question: does it even matter, if you enjoy it?
More ‘Authentic Travel’ Questions to Consider
Is a meal considered ‘authentic’ fundamentally because we feel like it is authentic?
◊ Who gets to define what an authentic meal is? Two individuals do not make the exact same food, the exact same way. Which is authentic, and which is not?
◊ Does the age or nationality of the person cooking the meal make a difference? Does it matter if it is a new recipe, or an old family one?
◊ How would you define authentic and inauthentic food where you are from?
All these questions don’t really have specific answers, but they highlight how subjective and how inappropriate calling something ‘authentic’ or ‘inauthentic’ might actually be.
How and When is Authenticity Defined?
Assuming you agree that authentic travel experiences exist, then how and when is something ‘authentic’ defined? As touched on in the previous section, what counts as an authentic recipe? Is something only authentic if it is over, say, 50 years old?
The difficulty is that culture is fluid; it evolves over time. Traditions, clothing, food, and language that were genuine and real centuries or decades ago, may not be in the current day. Is it possible to define something as ‘authentic’ without also adding parameters and caveats?
Culture is influenced by people and technology. To expect something to be ‘authentic’ to a centuries ago tradition is not reasonable – do you walk around the United States and expect to see people with muskets dressed in civil war attire? So, in the same vein, why would it be expected that someone in a Global South country not embrace technology and have mobile phones, modern clothes, and televisions?
Acculturation
Acculturation is a process that happens all over the world, where societies assimilate to a (usually) dominant culture. This doesn’t always mean erasing an entire way of life but can just involve taking on aspects of a more prevalent or advanced one. If a society adopts facets of modern-day Western culture, does that mean that it is no longer authentic? If a culture must adjust to survive, or else die out, what is more ‘authentic’: a dead culture or an adapted culture?
This relates to the McDonalds example:
It is totally acceptable that the United Kingdom has amassed far more South Asian restaurants than any other type over the past half-century. And Spam, originally from Minnesota, is abundant in Hawaii. It is so popular that it is even used in sushi, McDonalds, and Burger King, despite it not originating there.
Why is American fast food in an Asian country destroying the cultural fabric of society, yet Indian food in the United Kingdom, Korean food in the U.S.A., or Spam in Hawaii a non-issue? These are some of the double standards that are often subconsciously judged without logical reason.
Westernisation
An implication of acculturation is that Westernisation is erasing cultures across the globe. However, just because a society is modernising, as all do over time, that does not mean it is also Westernising. Japan and Korea are some of the most advanced, modern societies but are not Western.
The existence of mobile phones and the internet in the Global South also does not imply Westernisation; it is a flawed concept that technology equals culture.
This demonstrates that it is impossible to define what an authentic travel experience is, at least without including additional constraints. A church in the United Kingdom that has been around for 1000 years is authentic to a millennia ago. The nearby mosque that was built ten years ago is equally as authentic, but from a decade ago.
So, what is the point of using the word ‘authentic’ to describe them?
Do We Really Always Want to Travel Authentically?
In reality, ‘living like a local’ or ‘getting under the skin of a destination’ might mean not having a reliable source of food or access to emergency healthcare. It could mean walking many miles for access to clean water. It may mean being treated with outdated gender-stereotypes or strict religious restrictions.
In one of his earlier episodes, Anthony Bourdain travelled to Botswana and visited a community of hunters. He accompanied them on a hunt where they fed him various typical foods, one of which was uncleaned, cooked warthog butt tube (he was not having a good time and did not love it).
Personally, I’ve never managed to convince myself to eat durian in Malaysia, even though it is iconic there (nowhere near as bad as unclean butt tube, but still, I can’t cope with it). Don’t even get me started on balut.
So how far are you willing to go to be ‘authentic’ on your trip?
What Do We Want to Gain From an Authentic Travel Experience?
Theoreticians have conjectured that what people really want from their ‘authentic travel experience’ is connection and embeddedness, possibly because that is what is perceived to be missing at home.
What is observed as an authentic travel experience by a tourist is just another person’s normal day-to-day life, so why is something supposedly missing from the tourist’s home life? What do people actually want to gain from their interactions?
Speaking about this question with various individuals who travel extensively threw up a whole assortment of responses:
Connection | the main reaction was to feel more connected to the host community and increase the emotional link and engagement with people.
Stereotypes | another reason for wanting an ‘authentic experience’ was to validate or challenge stereotypes and preconceptions of the destination.
Education | to learn about different lifestyles, customs, and culture, beyond the superficial, was another common point of view. Education and personal development were a high priority.
An issue that few people discussed was the above notion that there is something missing in their lives and travel is attempting to fill that void. This is a well-known theory by philosophers, yet few people seem to be willing to admit that this could apply to them.
How Can We Have the Most Authentic Travel Experiences Possible?
Firstly, encounters with people can still be sincere – just because authenticity is difficult to define does not mean everything is staged. Spending time with people from all walks of life is an amazing way to have more genuine experiences.
Here are some options for your next trip:
Staged | avoid contrived or staged tourist experiences if you are aiming for ‘real’ encounters, although there is nothing wrong with an entertaining experience, even if it doesn’t feel genuine. Lots of people enjoy the Jack the Ripper tour in London, despite it not really having much historic or cultural significance! Cultural shows and dances may sometimes be artificial, but can still be ethical and fun.
Volunteering | to have a more genuine experience (and save money), there are organisations that provide opportunities to volunteer and stay with local people. Experiences vary, but many people really enjoy their time. Check out Workaway and Worldpackers for details.
Farming | Wwoofing (worldwide opportunities on organic farms) provides an option to get in a bit of manual labour and learn about local agricultural traditions (which is an excellent way to understand community life in regions where farming is a huge part of the social fabric). Check that the placements you choose are ethical and do not take away jobs from local people.
Classes | taking a cooking class or arranging a specific tourist experience through an indigenous organisation or person is a great way to have a more convincing experience, especially if you are short on time.
Hitching | if hitchhiking is an accepted mode of transport in the region you are travelling, spending time with people that may not always interact with tourists is a great way to have a sincere conversation that would not take place on a tourist bus. Couchsurfing is another fantastic option.
Slow travel | this generally provides a traveller with a more in-depth experience into a location. It can improve the chances that your experiences go beyond the traditional tourist traps and tick-lists. For more information, check out our post about slow travel.
Language | ultimately, learning the language is the best way to increase the candidness of your exchanges and experiences. Of course, this is not always possible, but attempts are more likely to garner some affection from local people who are in turn less likely to treat you like an annoying tourist.
Final Thoughts – Authentic Travel Experiences
I’ve been thinking; if we see how ‘real’ people live during our travels, maybe it is best to stop calling it a ‘culturally authentic (or inauthentic) experience’. It seems quite narrowing and suggests that if people are adapting or choosing a different lifestyle to the traditional, then they are no longer authentic.
To me, if the construct of authenticity in tourism and authentic travel cannot really be specified, it seems meaningless and unhelpful. It appears that it is being used as a (catch all) code for something else, far less well-defined.
This poorly defined concept of authenticity is only primarily valuable to people who are looking for it. Personal responses are what create the sense of authenticity, so one person on a tour may find the entire experience staged and contrived, whereas another person feels they are having an authentic experience, despite their encounters being identical. Who is correct?
The idea of authenticity has been developed and used ubiquitously to sell trips in an ‘experience’ economy. Don’t fall for it. Instead, chase normality at your chosen destination – whatever that might be – and do it with ethics, respect, and curiosity.
For me, I’m after genuineness when I travel, nothing more. If that includes the fact that people eat in Burger King, then so be it.
If you made it to the end, thanks for reading my extended, rambling TED Talk – and have a fabulous, genuine day!
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