“As destinations around the globe grow increasingly similar, why bother traveling at all?”
Conversation with George Ritzer, the American sociologist renowned for developing the concepts of McDisneyization and post-tourism. His seminal work, *McDonaldization of Society*, stands as a cornerstone in the field of sociology.
EEvery aspect of an amusement park such as Disney World is meticulously planned to ensure efficiency, predictability, calculability, and control. Guests receive precisely what they anticipate, with benefits optimized to the fullest. As mass tourism expands globally, these same principles are increasingly adopted in 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 essence of a location 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, from your perspective?
In my view, tourism has undergone significant McDonaldization in multiple aspects. Meanwhile, destinations such as Barcelona or Venice have experienced McDisneyization. These places have transformed into rationalized simulations, either entirely or partially. They now resemble something akin to natural theme parks.
The Function of Governments
How can we, as citizens, address this issue?
There’s little you can do. The irony lies in steering clear of the world’s most frequented tourist spots, as they’ve been streamlined by their host cities. Instead, you must independently seek out those unscripted, authentic encounters. YoucanLocating them is challenging. Yet when I reflect on earlier times, discovering an unfiltered, organic encounter was relatively simple. Nowadays, in Europe, stumbling upon something genuinely unfamiliar and unscripted 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.
The irony lies in the fact that as global destinations grow increasingly similar, the purpose of travel comes into question. Why would an American visit Paris only to dine at McDonald’s?
The Barcelona Case
“Gaudi hates you” “Tourism is destroying our neighborhoods” “This is an invasion” “Tourists go home” These phrases, scrawled as graffiti, displayed on banners, or chanted during street protests, capture the frustration of Barcelona’s residents. The people of Catalonia’s capital, echoing sentiments felt in cities across Europe, have had enough of tourism. So, what led to this breaking point?
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 streamline their operations through various methods, often at the cost of sacrificing their original charm and character.
Are travelers truly in search of genuine experiences?
No, they journey to experience the McDonaldized versions of (in)authenticity. Truly, one must search extensively to encounter genuine tourism. Yet the concept of authenticity is inherently challenging to pin down. Recognizing authenticity is far from straightforward. A French graduate student once joined me at my university for a year to collaborate on the topic of authenticity. Ultimately, we found ourselves deeply frustrated by the struggle to define 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 dramatic 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 struggling under its own success. How can the city reverse this trend?
Businesses aim to maximize profits. The greater the number of visitors drawn to cities like Barcelona, Venice, or Paris, the more lucrative it becomes from a financial perspective. However, to handle such large crowds, efficient systems must be established to streamline the flow of tourists. Essentially, tourism transforms into a conveyor belt, where travelers rush through Europe’s top landmarks at high speed. Snap a few photos, glimpse the sights, check out Gaudi’s works in Barcelona, and then proceed to the next destination. Authentic experiences are neither sought nor provided. Visitors are funneled through these sites with little time to linger.
Developing exceptional travel experiences
Do you believe it’s possible to revive quality tourism, assuming it was ever truly present?McDonald’s prioritizes quantity over quality, with little focus on the standard of its hamburgers. This principle mirrors the tourism industry. Cruise ships arrive in Venice, unloading thousands of passengers who have just 12 hours to explore. They disembark, visit the city briefly, and return to the ship.
When tourism is conducted in such a manner, it becomes nearly impossible to achieve any genuine experience. The focus shifts to quick visits at popular landmarks before moving on. Travelers who follow this approach often neither desire nor recognize what an authentic encounter would 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, often diluting authenticity to streamline visits. 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 evade McDonaldization. Certain individuals sought out and discovered methods to avoid rationalization. However, once a significant number of people adopted these approaches, organizations—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. What if businesses and local governments designed environments that enabled people to combine travel with their professional responsibilities? Could this shift the way we approach work and leisure?
You might establish areas beyond Barcelona, away from the primary tourist spots, but in my view, once you draw significant crowds, those managing and owning such spaces will McDonaldize them. Another issue is that the majority of travelers aim to visit iconic landmarks: they wish to experience Gaudí’s work in Barcelona, stroll along the Ramblas, and similar attractions. Few would have any desire to explore destinations outside structured urban environments.
The elegance of genuineness
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 options often comes with a higher price tag than opting for fabricated alternatives. Could authenticity—assuming it still exists—emerge as the next form of luxury?
I believe the reality is that genuine authenticity will become a luxury increasingly reserved for the affluent. They undoubtedly still desire it. However, the majority of the
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 it.
Amid ongoing discussions about Catalonia’s identity, Barcelona has long been regarded as a hub for Hispanic culture. Visitors often strolled along the Ramblas sporting Mexican sombreros or drinking at unsuitable moments. This lack of awareness causes more harm than many realize, fostering resentment among residents. What do you believe has driven this tension to escalate into such 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 experiences to American tourists if they fall outside the typical attractions. As a result, McDonaldization creates a demand for increasingly standardized experiences. 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 might genuinely enjoy such a trip, even though it would essentially mean visiting identical settings in Paris, Barcelona, Beijing, and so on.
I still recall a moment years ago in Ireland when four American graduate students mentioned that every time they traveled to Europe, they’d drop their luggage at the hotel and immediately head 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 place. There’s nothing genuine about it.
Americans visiting Paris and heading straight to McDonald’s is one thing, but when travelers from Ireland, Poland, or other countries choose to eat there, it’s entirely different.
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 a challenge: once they establish or discover something authentic, others quickly follow, increasing the pressure to standardize it. A notable example is found in Krakauer’s book *Into Thin Air*, which details the ascent of Everest. Climbing Mt. Everest was once—and should remain—one of the least standardized experiences imaginable. Yet, through various means, outdoor sports groups have developed technologies and strategies to systematize even the Everest climb. While complete standardization is impossible, significant attempts have been made to achieve it.
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 uncover something new and strive for a genuine encounter at first; steps are then taken to accommodate crowds; and finally, the process must be streamlined to enable even more people to take part.
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 between the two.
The battle is inherently uneven. On one side, there are 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 corporations 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, it appeared fantastic—staying in a local’s home offered a genuine way to explore a city. Yet now, it feels like it’s undergoing a similar process of rationalization, and in some ways, the situation has grown more concerning. 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 streamline its operations. Consequently, accommodations listed on Airbnb now mirror the uniformity of traditional hotels, moving away from unique, culturally rich stays.
Years back, we booked an Airbnb in Chile based on the photos and reviews we saw online, but upon arrival, the property looked completely different from the images. The hosts had staged it with elegant furniture just for the pictures, only to replace everything with worn-out pieces once the listing was live. The place had numerous issues, and we had spent a significant amount to stay there. It was deeply frustrating because the reality fell far short of what had been advertised.
McDisneyized operations consistently match their expected image. While they might not offer more than a streamlined 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 sorts of unfavorable encounters I experienced.
Do we truly desire one-of-a-kind experiences?
Airbnb experiences have transformed traditional standardized tours: they provide an opportunity to immerse yourself in local life for a set duration, at a fixed price, guided by a specific individual, and facilitated by an international company. Streamlined, dependable, measurable, and regulated. Yet in a more refined and less transparent manner. Should this reflect the worldwide direction—which is somewhat unsettling—we’re progressing toward replicating authentic encounters.
We exist in an economy driven by experiences. The idea is that many individuals seek meaningful encounters. The dilemma is whether you prefer a genuine adventure at the summit of Mt. Everest 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 encounters in today’s cultural landscape is increasingly difficult, requiring considerable effort to locate them.
Today, it’s possible to explore destinations without physically being there. Numerous tools allow us to immerse ourselves in experiences rather than living them firsthand. Even without diving deep into VR, platforms like Google Images let us browse countless photos of a location while riding the subway. This raises the question: Why travel at all? What is that irreplaceable element that makes the journey worthwhile?The true essence lies in the experience itself—something irreplaceable and one-of-a-kind. The challenge is that few destinations globally are designed to deliver such distinctive moments. Most travelers aren’t seeking uniqueness, as unfamiliar experiences can feel intimidating.
Several decades back, the go-to method for exploring the world for most travelers was the Package Tour. You’d move around 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, dictated every step. But nowadays, I contend, that approach is unnecessary. The appeal of package tours has faded, 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. Instead, they prefer consistency over novelty. Naturally, this doesn’t apply to everyone, but it holds true for the majority engaged in mass tourism.
Performance versus identity
The greater our access to information, the more we understand the world, and consequently, the more fearful we appear to grow.
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. Much of its uniqueness has faded as corporations have steadily aligned these cultures with each other.
In Europe, this phenomenon is occurring 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 fabricated 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 tendency 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 false identities are on display.
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Conversation conducted by Vincenzo Angileri
Drawing by Javier Jaén
Originally released onInsightsin Spring 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 framework by applying it to the fast-food sector. 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.
