In the late 90s, Diesel ran an ad campaign promoting tourism. It was the age of cultural missions in advertising, and the fashion brand encouraged you to â€œBe a touristâ€. Dieselâ€™s target audience were taking gap years and backpacking in the Far East with a dog eared copy of Alex Garlandâ€™s 1996 novel The Beach. They were self-avowed travellers not just sight seers. But hey, the ads were too funny.
20 years later, we are still falling over ourselves to eschew tourism. But why? For my PhD Iâ€™ve been reading a bit about tourism and discovered the theory that tourism is the quintessential human condition, for post-industrial westerners. Dean MacCannell, who founded the discipline of tourism studies, has argued that we assert our modernity by gazing on evidence of the past. We do this because we cannot allow ourselves to identify with our oft tyrannical ancestors.
Ironically, travel (not tourism) is one aspect of our premodern past. Tourism evolved from travel, and not vice versa. With roots in the 16th century notion one could complete oneâ€™s classical education with a Grand Tour of classical Europe. The worldâ€™s first travel package, from Thomas Cook as it happens, was a chartered train to a rally in support of temperance. Why would you want to go back to either of those travel propositions.
So I was stopped in my tracks, in my hometown, on the beach, where I was neither tourist nor traveller by the exhortation on the side of BTN Bike Share hire bikes. You can read it in the photograph above. Unlike the most iconic Diesel campaigns from the nineties, it was not clear to me who was being addressed here. Surely no one living in Brighton. Day trippers are most likely, but itâ€™s incredibly pretentious to consider yourself a traveller in a town set up to cater for hedonistic Londoners.
Of course, Brighton does have its fair share of travellers. But most of those are parked up on the edge of Preston Park in converted horse trucks. I’m not sure they’re the corporate, app-driven, bike hire types.