“As destinations around the globe grow increasingly similar, why would anyone still choose to travel?”
Conversation with George Ritzer, the American sociologist renowned for developing the concepts of McDisneyization and post-tourism. His influential 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, calculable, and tightly controlled. Guests receive precisely what they anticipated, ensuring maximum satisfaction. As mass tourism expands globally, these same principles are being implemented 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 destination 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 spaces.
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. Meanwhile, destinations such as Barcelona or Venice have experienced McDisneyization. These places have transformed into rationalized simulations, at least in part, evolving into something akin to natural theme parks.
The Function of Governments
As citizens, what actions can we take to 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 seek out those unscripted moments on your own. YoucanLocating them feels different now. When I reflect on earlier times, discovering an unfiltered, organic experience was relatively straightforward. These days, encountering something in Europe that feels genuinely unknown or unscripted has become increasingly rare for me.
Has any city council or government successfully tackled the issue with effective measures that you’re aware of?
I can’t cite specific instances, as I believe both regional and federal authorities aim to optimize tourism revenue, and I doubt they prioritize 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 communities” “This is an invasion” “Tourists, leave” These phrases, scrawled on walls, displayed on signs, and chanted during marches, reflect the frustration of Barcelona’s residents. The people of Catalonia’s capital, echoing sentiments felt in cities throughout Europe, have had enough of tourism. How did things reach this point?
Mass tourism. An increasing number of travelers are drawn to popular destinations worldwide. 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. Authentic tourism requires considerable effort to uncover. Yet the very concept of authenticity is challenging to pin down. Recognizing authenticity isn’t straightforward. A French graduate student once spent a year at my university collaborating with me on this very topic. By the end, we felt exasperated by our struggle to define authenticity, since, after all, counterfeit authenticity exists. It’s possible to fabricate something fake so it appears genuine. It’s a matter of conceptual complexity.
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 ideal for revenue generation. However, to handle such large crowds, efficient systems must be established to streamline tourist movement. 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. The experience feels far from genuine, as visitors are shuffled through these spots in record time.
Developing exceptional travel experiences
Do you believe it’s possible to restore high-quality tourism, assuming it was ever truly present in the first place?McDonald’s prioritizes quantity over quality, focusing less on the excellence of its hamburgers. This principle similarly extends to tourism. Consider cruise ships arriving in Venice, unloading thousands of passengers simultaneously, each with just 12 hours to explore the city. They disembark, glimpse Venice, and hurry back 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 a true 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 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 bustling crowd. 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 very 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 work while traveling? Could this shift the way we approach our routines?
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 experience iconic landmarks: they wish to admire Gaudí’s work in Barcelona, stroll along the Ramblas, and similar attractions. Few would have much enthusiasm for venturing beyond structured, urbanized destinations.
The elegance of genuineness
Rationalized production occurs on a large scale, leading to significantly lower costs for consumers. Experiences shaped by McDonaldization are far more affordable compared to those found in 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, 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 simulated version of it.
Amid ongoing discussions about Catalonia’s identity, Barcelona has long been regarded as a stronghold of Hispanic culture. Visitors strolling along the Ramblas might don a Mexican sombrero or indulge in drinks at odd hours. Such behavior stems from ignorance, causing more harm than one might anticipate—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 theories, this aligns with his concept of the “iron cage.” I once humorously suggested organizing a worldwide tour of iconic McDonald’s locations. While people might genuinely enjoy such an idea, 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 graduate students mentioned that every time they traveled to 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 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 a challenge: once they establish or discover an authentic experience, others quickly take notice, increasing the pressure to standardize it. A notable example is found in Krakauer’s *Into Thin Air*, which details the ascent of Everest. Climbing Everest was—and should remain—one of the least standardized adventures imaginable. Yet, through various means, outdoor sports groups have developed technologies and strategies to standardize even this formidable climb. While complete standardization is impossible, significant attempts have been made to achieve it.
The outcome is that climbers seeking 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 aim to savor its genuine nature at first; steps are later 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 would refer to as a post-tourist?
Post-tourism conceptually refers to individuals seeking experiences and settings that diverge from conventional, modernized tourist activities. There is undoubtedly room in the world for such people, though they remain a small minority. Post-tourists do not generate substantial revenue for the corporations and entities operating in the industry. Instead, mass tourism serves as the primary driver of significant profits. This creates an ongoing conflict between the two approaches.
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 opinion, the advantage in this clash rests with corporations like Disney and McDonald’s. Challenging them is no easy feat.
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 brilliant—staying in a local’s home to genuinely immerse yourself in the city. Yet now, it feels like it’s undergoing a similar process of rationalization, and in some ways, it’s even more troubling. What’s your take on this?
Companies such as Airbnb initially offered what seemed like a departure from standardized hotel stays. However, as time has passed, Airbnb has faced increasing demands to adopt more uniform practices. Consequently, accommodations listed on Airbnb now mirror the predictable nature of hotels, moving away from the promise of unique, authentic local stays.
Years back, we booked an Airbnb in Chile based on the photos and reviews we saw online, only to find upon arrival that the actual place didn’t match the images at all. The hosts had staged the property with stylish furniture for the photos but replaced it with worn-out pieces afterward, and the place had numerous 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 its grip on 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 temporarily immerse oneself in local life, for 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 are progressing toward replicating authentic encounters.
We exist in an economy driven by experiences. The idea is that many individuals seek meaningful encounters. The debate arises: would 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 moments in today’s cultural landscape is increasingly difficult, requiring 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 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 only found in actual journeys?The true value lies in the experience itself—something truly irreplaceable. The challenge is that few destinations globally are designed to deliver distinctive experiences. Most travelers aren’t seeking uniqueness, as such experiences can feel intimidating.
A few decades back, the go-to option for many 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, offered little flexibility. Nowadays, I contend that such tours are no longer necessary. Their popularity has waned as the world has become increasingly McDonaldized, leaving fewer truly distinctive experiences.
As locations around the globe become increasingly similar, people tend to feel at ease in these places. Most individuals likely don’t seek thrilling experiences; instead, they prefer familiarity over novelty. While this doesn’t apply to everyone, 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. 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 the 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 displayed.
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Conversation conducted by Vincenzo Angileri
Illustration by Javier Jaén
First released onInsightsduring the spring season 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, building on Max Weber’s principles of rationalization by applying them to the fast-food business. George Ritzer holds the title of Distinguished University Professor at the University of Maryland. His publications have been published in more than twenty languages, and The McDonaldization of Society has seen over a dozen translations.
