“As destinations around the globe grow increasingly similar, why would anyone still choose to travel?”
Conversation with George Ritzer, the renowned American sociologist who pioneered the concepts of McDisneyization and post-tourism. His seminal work, *McDonaldization of Society*, stands as a cornerstone 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 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 about 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 and Venice have experienced McDisneyization. These places have transformed into rationalized simulations, either entirely or partially. Essentially, they have 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 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 experience was relatively simple. Nowadays, in Europe, stumbling upon 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, what motivates travel? Why would an American visit Paris only to dine at McDonald’s?
The Barcelona Case
“Gaudi hates you” “Tourism is destroying our communities” “This is an occupation” “Tourists, leave” These phrases, seen on graffiti, signs, and heard during marches and rallies, reflect the frustration of Barcelona’s residents. The people of Catalonia’s capital, echoing sentiments felt throughout Europe, have had enough of tourism. How did things reach this 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 adapt through various means, 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 very concept of authenticity is challenging to pin down. Recognizing authenticity in the moment is far from straightforward. A French graduate student once spent a year at my university collaborating with me on the topic of authenticity. By the end, we felt deeply frustrated by our inability to clearly define it—after all, counterfeit authenticity exists, doesn’t it? It’s possible to craft something artificial yet convincingly authentic. The problem is fundamentally conceptual.
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 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 advantageous for revenue generation. However, to handle such large crowds, efficient systems must be established to streamline tourist movement. Essentially, tourism transforms into a conveyor belt, where travelers rush through Europe’s key landmarks at high speed. Snap a few photos, glance at notable sights, stop by Gaudi’s works in Barcelona, and then proceed. The experience lacks authenticity, as visitors are hurried through these spots without delay.
Developing exceptional tourism experiences
Do you believe it’s possible to revive 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. Consider cruise ships arriving in Venice, unloading thousands of passengers who have just 12 hours to explore. They disembark, glimpse Venice, and return to the ship.
When tourism is conducted in such a manner, it becomes nearly impossible to encounter anything genuine. The focus shifts to quick visits at popular landmarks before moving on. Travelers who follow this pattern often neither desire nor recognize what an authentic experience might entail. Operators of these services, whether cruise lines or Venice’s tourist hubs, show little interest in providing anything beyond the superficial.
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 focused on optimizing profits, often at the expense of authenticity, as I believe truly connecting with a destination demands time—a luxury most tourists lack.
Working while traveling
When you work throughout the year and have only a short holiday in Paris, visiting the Eiffel Tower is a must. If everyone has just a few days to explore, 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 group adopts these approaches, organizations—particularly those focused on profit—step in and McDonaldize 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 professionals to travel without pausing their work? Could this shift the way we approach both 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 locations will inevitably McDonaldize them. Another issue is that the majority of visitors aim to experience the world’s iconic landmarks: they wish to admire Gaudí’s work in Barcelona, stroll along the Ramblas, and similar attractions. Few would have any desire to explore destinations outside structured, urbanized environments.
The elegance of being genuine
Rationalized production leads to large-scale output, significantly reducing costs for the end consumer. Experiences shaped by McDonaldization are far more affordable compared to exploring genuine destinations. Venturing beyond mainstream options often comes with a higher price tag than opting for fabricated settings. Could authenticity—assuming it still exists—emerge as the next form of luxury?
I believe the reality is that genuine authenticity will become more and more accessible only to the affluent. They undoubtedly still desire it. However, for 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 stronghold of Hispanic culture. Visitors often stroll along the Ramblas sporting Mexican sombreros or drinking at unsuitable moments. This lack of awareness causes more harm than one might anticipate, fostering resentment among residents. What do you believe has fueled the escalation of this tension?
In my opinion, individuals, especially Americans, have grown more accustomed to McDonaldized experiences, and when they travel abroad, they seek those same familiar encounters. Selling American tourists on activities that diverge from typical attractions and lack McDonaldization is challenging. Thus, 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. While people might find that appealing, it essentially means visiting identical settings in Paris, Barcelona, Beijing, and so on.
I still recall a moment years back in Ireland when four American grad students mentioned that every time they visited Europe, they’d drop their luggage at the hotel 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 when travelers from Ireland, Poland, or other countries choose to eat at McDonald’s, 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 remark from the Patagonia representative, and in my opinion, thereareOrganizations aiming to promote genuine tourism often face a challenge: once they establish or discover an authentic experience, 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. Scaling Mt. Everest should remain—and once was—among the least standardized adventures imaginable. Yet, through various means, outdoor sports groups have developed technologies and attempted to streamline even the Everest climb. While complete standardization is impossible, there have been clear attempts 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 situations where individuals uncover something new and strive, at first, to relish a genuine encounter; steps are later taken to accommodate crowds; and finally, the process must be streamlined to enable even more people to partake in it.
Is this type of traveler what you would 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 in the world for such preferences, those who embrace this approach remain a small minority. 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 paradigms.
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. However, in my perspective, the advantage in this clash rests with corporations like Disney and McDonald’s. Opposing them is a formidable challenge.
From pre-arranged trips to curated adventures
Another organization that stands out for driving this shift in a fresh direction is Airbnb. Initially, the idea 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 deteriorated. What’s your take on this?
Companies such as Airbnb initially offered an alternative to standardized hotel accommodations. However, as time has passed, Airbnb has faced increasing demands to adopt more uniform practices. Consequently, Airbnb properties now mirror conventional hotel stays more than they reflect unique, localized experiences.
Years back, we booked an Airbnb in Chile based on the photos and reviews we saw online, but upon arrival, the place looked completely different from the images. The owners had staged it with stylish furniture just for the pictures, only to replace it with worn-out pieces afterward. The house had numerous issues, and we had spent a significant amount to stay there. It was deeply frustrating because the reality didn’t match the advertised experience at all.
McDisneyized establishments consistently match expectations, delivering exactly what they promise. While they may lack depth, existing solely as streamlined environments, they eliminate the uncertainties once commonly 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.
Are we truly seeking one-of-a-kind experiences?
Airbnb experiences have transformed traditional standardized tours: they provide an opportunity to live like a local 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 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 far less so—at least for now. Discovering non-McDonaldized experiences in today’s cultural landscape is increasingly difficult; it demands significant effort to uncover them.
We can explore destinations without physically being there. Today, numerous tools allow us to immerse ourselves in experiences rather than live 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?The true value 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 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 fixed itinerary—often organized by companies like Thomas Cook. However, I contend that this approach is no longer necessary. The appeal of Package Tours has diminished, largely because the world has become McDonaldized, leaving little that feels truly distinctive.
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 fear we appear to experience.
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 unique elements remain, 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 chase 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 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
First released onInsightsin the spring of 2017
George Ritzer is an American sociologist, professor, and writer whose work focuses on globalization, metatheory, consumption patterns, and contemporary social theory, including modern and postmodern perspectives. He is best known for developing the theory of McDonaldization, inspired by Max Weber’s rationalization framework as applied to the fast food sector. George Ritzer holds the title of Distinguished University Professor at the University of Maryland. His publications have been translated into more than twenty languages, with The McDonaldization of Society alone appearing in over a dozen translations.
