“As destinations around the globe grow increasingly similar, why bother traveling at all?”

Conversation with George Ritzer, the renowned American sociologist and originator of the McDisneyization and post-tourism concepts. His seminal work, *McDonaldization of Society*, stands as a foundational text in the field of sociology.

EEverything that occurs in a theme park such as Disney World is meticulously planned to be efficient, predictable, measurable, and tightly managed. Guests receive precisely what they anticipated, ensuring maximum satisfaction. As mass tourism expands globally, these same principles are being adopted by cities like Barcelona, Venice, and Amsterdam. But is this truly beneficial? Not exactly. This phenomenon is what the American sociologist George Rizter calls McDisneyization: the genuine culture and unique identity of a place are streamlined into a sanitized, risk-free, and easily digestible travel experience. It sparks a discussion on post-tourism, the value of authenticity, and what lies ahead for urban destinations.

McDisneyfication, Now

In 1992, you mentioned that tourism was experiencing a significant shift. How do you see the state of the industry today?
In my view, tourism has undergone significant McDonaldization in multiple aspects. At the same time, destinations such as Barcelona or Venice have experienced McDisneyization. These places have transformed into rationalized simulations, either entirely or to some extent. Essentially, they’ve been converted into something resembling natural theme parks.

The Function of Governments

How can we, as citizens, address this issue?
There’s little you can do. The irony is that you must steer clear of the world’s most frequented tourist spots, as they’ve been streamlined by their host cities. Instead, you need to independently seek out those unscripted, authentic encounters. YoucanLocating them is challenging. Yet when I reflect on earlier times, discovering an unfiltered, organic experience was relatively simple. Nowadays, in Europe, encountering something genuinely unfamiliar and unprocessed feels increasingly difficult.

Has there been any instance where a city council or government has effectively tackled the issue and achieved notable success?
I can’t provide specific examples, as I believe both local and national authorities aim to maximize tourism revenue, with little concern for authenticity. In my view, genuine experiences will become increasingly rare.

Yet the contradiction remains: as global destinations grow increasingly similar, why bother traveling at all? Why would an American visit Paris only to dine at McDonald’s?

The Barcelona Case

“Gaudi hates you” “Tourism is ruining our neighborhoods” “This is an invasion” “Tourists, leave” These phrases, scrawled as graffiti, displayed on banners, or chanted during street protests, reflect the frustration of Barcelona’s residents. The people of Catalonia’s capital, echoing sentiments felt in cities across Europe, have grown weary of tourism. What caused this backlash?
Mass tourism. An increasing number of travelers are drawn to the world’s most popular destinations. These locations strive to cater to the growing crowds, aiming to maximize profits. To achieve this, they adapt in numerous ways, often at the cost of their original character and genuine appeal.

Are tourists truly in search of genuine experiences?
No, they journey to experience the McDonaldized versions of (in)authenticity. Truly, one must search diligently to uncover genuine tourism. Yet the concept of authenticity is inherently challenging to pin down. Recognizing authenticity in the moment is far from straightforward. I recall a French graduate student who spent a year at my university collaborating with me on the topic of authenticity. Ultimately, we found ourselves deeply frustrated by the elusive nature of defining it, since, after all, counterfeit authenticity exists, doesn’t it? It’s possible to craft something artificial that appears authentic. It’s fundamentally a conceptual dilemma.

In the quarter-century since hosting the Olympics, Barcelona has experienced a massive surge in tourism. The city’s cruise port now ranks as Europe’s most active, while its airport is expanding at the second-highest rate. The rise of Airbnb has dominated the central districts, turning Barcelona into a prime example of a destination straining under its own success. How can the city counteract this trend?
Businesses aim to maximize profits. Increasing visitor numbers to destinations like Barcelona, Venice, or Paris is beneficial for revenue. However, to handle such large crowds, efficient systems must be established to streamline tourist flow. Essentially, tourism turns into a conveyor belt, with travelers rushing through Europe’s top landmarks at high speed. Snap a few photos, glance at the sights, check out Gaudi’s works in Barcelona, and then hurry to the next stop. Most tourists neither seek nor receive a genuine cultural encounter. Instead, they are swiftly guided from one attraction to another.

Developing exceptional tourism experiences

Do you believe it’s possible to restore high-quality tourism, assuming it was ever truly present?McDonald’s prioritizes quantity over quality, focusing less on the caliber of its hamburgers. This principle similarly extends to tourism. For instance, cruise ships arrive in Venice, unloading thousands of passengers who have just 12 hours to explore the city. Their routine is simple: disembark, visit Venice briefly, and return to the ship.

When tourism is conducted in such a manner, achieving any form of genuine experience becomes nearly impossible. The focus shifts to quick visits at popular landmarks before moving on. Travelers who follow this approach neither desire nor comprehend what an authentic encounter might entail. Operators of these services, whether cruise lines or Venice’s tourist hubs, show little interest in providing such an experience.

During my travels across the globe, particularly in Europe, academics have frequently guided me to cities like Barcelona, Venice, or Paris, offering a far more genuine encounter compared to the typical mass tourism experience. The issue lies with commercial entities that prioritize profit, aiming to enhance the visit while stripping away its authenticity. In my view, truly connecting with a destination demands time—a luxury most tourists simply don’t have.

Working while traveling

When you work throughout the year and only have a few days to vacation in Paris, visiting the Eiffel Tower is a must. If everyone has just a short stay, the Trocadero will constantly be packed, and a tourist hub will naturally form around the masses. Is there a way to prevent this?
I once wrote about what I refer to as the paths to avoid McDonaldization. Certain individuals sought out and discovered methods to break free from rationalization. However, once enough people embraced these alternatives, businesses, particularly those focused on profit, stepped in and McDonaldized those spaces. This has led me to adopt a somewhat bleak perspective on the matter.

Achieving a balance between work and personal life is essential. Many individuals explore new destinations during their time off. Could things shift if businesses and local governments designed environments that enabled people to work while traveling?

You might establish locations beyond Barcelona, away from the primary tourist spots, but in my view, once you draw significant crowds, those managing and owning such areas will inevitably McDonaldize them. Another issue is that the majority of travelers aim to visit iconic global landmarks: they wish to experience Gaudí’s work in Barcelona, stroll along the Ramblas, and similar attractions. Few would have much interest in venturing beyond structured, urbanized destinations.

The rarity of genuine authenticity

Mass production of rationalized goods leads to significantly lower costs for consumers. Experiences shaped by McDonaldization are far more affordable compared to those found in genuine settings. Venturing beyond mainstream destinations often comes with a higher price tag than opting for fabricated alternatives. Could authenticity—assuming it still exists—emerge as the ultimate luxury?
I believe the reality is that genuine authenticity will become more and more accessible only to the affluent. They undoubtedly continue to desire it. However, for the majority of the population, it remains out of reach.
People around the globe will need to accept simulated experiences in various forms. Instead of embarking on an actual submarine adventure, they’ll visit Disney World to enjoy a fabricated version of the underwater journey.

Amid ongoing discussions about Catalonia’s identity, Barcelona has long been regarded as a stronghold of Hispanic culture. Visitors often strolled along Las Ramblas sporting Mexican sombreros or drinking at odd hours. Such behavior stems from a lack of awareness, causing more harm than many realize—fueling resentment among residents. What do you believe has driven this tension to escalate into a pressing issue?
In my opinion, individuals, especially Americans, have grown more accustomed to McDonaldized experiences, and when they travel abroad, they seek those same familiar encounters. It’s challenging to market non-McDonaldized, off-the-beaten-path experiences to American tourists. As a result, McDonaldization creates a demand for increasingly standardized encounters. For those familiar with Max Weber’s ideas, this reflects his concept of the “iron cage.” I once humorously suggested organizing a worldwide tour of iconic McDonald’s locations. People would likely find that appealing, even though it essentially means visiting identical settings in Paris, Barcelona, Beijing, and so on.

I still recall a time years back when I was in Ireland and four American grad students mentioned that every time they traveled to Europe, they’d check into their hotel, drop their bags on the bed, and head straight to McDonald’s. From a tourism perspective, it was one of the most disappointing things I’d ever heard. After all, McDonald’s lacks any sense of location. There’s nothing genuine about it.

Americans visiting Paris and heading to McDonald’s is one thing, but it’s entirely different when travelers from Ireland, Poland, or other countries choose to eat at McDonald’s.

What defines the post-tourists?

Is alternative tourism becoming McDonaldized, or do some travelers within this niche genuinely seek authentic and unadulterated experiences?
I came across that comment from the Patagonia representative, and in my opinion, thereareOrganizations aiming to promote genuine tourism often face challenges. Once they discover or develop something authentic, others quickly follow, increasing the pressure to standardize it. A notable example is found in *Into Thin Air*, Krakauer’s book about scaling Everest. Ascending Mt. Everest should remain, and once was, among the least standardized experiences possible. Yet, through various means, outdoor sports groups have introduced technology and attempted to standardize even the Everest climb. While complete standardization is impossible, significant efforts have been made in that direction.

The outcome is that climbers who seek the excitement of the ascent no longer find it enjoyable. The experience has lost its original authenticity. This pattern often emerges in various contexts where individuals first uncover something and aim to enjoy it in its purest form. Over time, adjustments are made to cater to bigger crowds, and eventually, the process must be streamlined to accommodate even more participants.

Is this type of traveler what you’d consider a post-tourist?
Post-tourism conceptually refers to individuals seeking experiences and settings that diverge from conventional, modernized tourist activities. While there is room for such preferences globally, those who embrace this approach remain a small fraction. Post-tourists do not generate significant revenue for the corporations and entities operating in the industry. Instead, mass tourism serves as the primary driver of substantial profits. This dynamic creates an ongoing conflict.

The battle is inherently uneven. On one side, you have individuals and small groups advocating for post-tourist experiences, while on the other, massive entities like Disney promote contemporary tourism models—streamlined and highly lucrative. This conflict persists. Yet, in my opinion, the advantage in this clash rests with giants like Disney and McDonald’s. Opposing them is no easy task.

From prearranged trips to curated adventures

Another group that stands out for driving this shift in a fresh direction is Airbnb. Initially, the idea appeared fantastic—staying in a local’s home and immersing yourself in the genuine vibe of a city. Yet, it feels like the platform is undergoing a similar process of systematization, and in some ways, the situation has deteriorated. What’s your take on this?
Companies such as Airbnb initially offered what seemed like a departure from standardized hotel stays. However, as time passed, Airbnb has faced increasing demands to adopt more uniform practices. Consequently, Airbnb accommodations now mirror conventional hotel stays more than they reflect unique, localized offerings.

Years back, we booked an Airbnb in Chile based on the photos and reviews we saw online, but upon arrival, the property looked nothing like the images. The hosts had staged it with elegant furniture for the photos, only to replace it with worn-out pieces when we arrived, along with numerous other issues. We spent a significant amount on that rental, leaving me deeply frustrated since the reality fell far short of what was advertised.

McDisneyized operations consistently match their expected image. While they may offer nothing more than a standardized environment, they eliminate the uncertainties once linked to Airbnb.

Airbnb initially presented a different option, but over time it has increasingly resembled a standardized hotel chain, aiming to tighten control over listed properties and minimize the chances of negative encounters like the ones I faced.

Do we truly desire one-of-a-kind experiences?

Airbnb experiences have transformed conventional guided tours: they provide an opportunity to temporarily immerse oneself in local life, for a set price, guided by a specific individual, and facilitated by an international company. Streamlined, dependable, measurable, and regulated—yet in a more refined and obscure manner. Should this reflect the worldwide direction, which is somewhat unsettling, we are progressing toward replicating authentic encounters.
We exist in an economy driven by experiences. The idea is that many individuals seek meaningful encounters. The real consideration is whether you desire a genuine experience at Everest’s summit or in the heart of Disneyworld. Both offer experiences, yet one is heavily McDonaldized, while the other remains, for the time being, far less so. Discovering non-McDonaldized experiences in today’s cultural landscape is increasingly difficult—it requires deliberate effort to uncover them.

We can explore destinations without physically being there. Today, numerous tools allow us to immerse ourselves in experiences rather than living them firsthand. Without delving deep into VR, platforms like Google Images let us browse countless photos of a location even while riding the subway. This raises the question: Why travel at all? What is that irreplaceable element that makes the journey unique?In the end, it all comes down to the experience itself—that’s what’s truly irreplaceable. The issue, however, is that few destinations worldwide are truly designed to deliver one-of-a-kind experiences. Most travelers aren’t even seeking them. After all, unique experiences can be intimidating.

Several decades back, the Package Tour was the go-to method for many to explore the world. You’d travel almost mechanically, hopping on a bus or plane from one destination to the next, following a rigid itinerary. These pre-arranged trips, often organized by companies like Thomas Cook, dominated travel. However, I contend that this approach is no longer necessary. The appeal of Package Tours has dwindled, largely because the world has become McDonaldized—offering fewer truly distinctive experiences.

As destinations around the globe become increasingly similar, people feel at ease in these familiar settings. Most likely, they aren’t seeking adventure. Rather than something new, they prefer the comfort of the known. Naturally, this doesn’t apply to everyone, but it holds true for the majority engaged in mass tourism.

Achievement versus self-concept

The greater our access to information, the more we understand the world, and consequently, the more fear we appear to develop.
The more we learn, the more alike things appear. My initial trip to Europe was in 1975, and it felt thrilling precisely because it was so distinct. Over time, Europe has grown increasingly similar to the United States. Far fewer elements stand out as unique now, as corporations have steadily aligned these cultures with each other.

In Europe, this phenomenon occurs in urban centers such as Venice, Rome, Florence, Dubrovnik, and San Sebastian. Fernand Braudel explores the idea of Theatricalization in his work *Mediterraneo*, particularly concerning Southern Europeans. The question then arises: where does responsibility lie? Is it with visitors who pursue artificial experiences, or with residents who, on a broader level, promote a simplified, uniform portrayal of their culture?
It’s accurate that we portray our own persona. This persona isn’t genuine—it’s an act. There might also be a psychological characteristic shaped by these justifications. Some have discussed McIdentities, suggesting that just as society undergoes McDonaldization, identity—or identities—also experience McDonaldization. Essentially, this implies that in the same way we inhabit an artificial world, many fabricated identities are on display.

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Conversation conducted by Vincenzo Angileri
Drawing by Javier Jaén
Originally released onInsightsin the spring of 2017

George Ritzer, an American sociologist, professor, and writer, focuses on globalization, metatheory, consumption patterns, and contemporary social theory, including modern and postmodern perspectives. He is best known for introducing the idea of McDonaldization, expanding on Max Weber’s rationalization theory by applying it to the fast-food sector. George Ritzer holds the title of Distinguished University Professor at the University of Maryland. His works have been published in more than twenty languages, and *The McDonaldization of Society* has seen over a dozen translations.