What is ‘authenticity’ in travel & tourism?
‘Authenticity’ is the ideal for many travellers, influencers, and commentators. But what is it? Can destination marketers and tourism professionals package it and sell it … authentically?
Thanks to Prof Valeria Minghetti and Dr Shamiso Nyajeka for taking the time to share their thoughts on the question. Their responses appear in the order received.
And thanks to Dr Seyedeh Fatemeh Mostafavi Shirazi for an insight into the challenges of domestic overtourism in northern Iran. It’s a “Good Tourism” Insight BiteX.
Have a thought to share? Respond in the comments at any time. Or write a Bite of your own.
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Authenticity comes from community acceptance and engagement
Valeria Minghetti, Chief Research Director at CISET, the International Centre for Studies on Tourism Economics, Università Ca’ Foscari, Italy
For me, a place is authentic when its character comes from the local community; when residents still want to meet the ‘other’, to interact, even if only a greeting.
It’s the lady who smiles at you from her front door, who offers information without being asked, often bridging the language gap with a mix of hers and yours.
Just as a person’s authenticity involves self-acceptance, a territory’s authenticity involves accepting those who visit, making guests feel genuinely welcome. This goes far beyond historical heritage, the natural environment, or traditions; it is a core part of the culture and a defining aspect of a place’s local identity.
For this to happen, certain conditions are necessary. The destination must be managed, organised, and promoted in a way that allows residents to maintain a healthy relationship with tourism, whether they work in the sector or not.
Perhaps this is a utopian aspiration, but it is precisely what made me feel like a ‘temporary citizen’ on a Greek island this summer, and it’s why I wish to return in future.
At the heart of it all is the host community
Shamiso Nyajeka, Dean of the School of Hospitality, PSE-Pour un Sourire d’enfant, Cambodia
Understanding authenticity depends on the hat one is wearing.
For the scholar, it is something to analyse, define, and link with theory. For a business, it can be part of a marketing strategy that, if packaged well, can drive sales. A tourist reveals what it means to them through their expectations, demands, and reviews.
At the heart of it all is the host community. They are the face of authenticity, often balancing simply living their lives with the pressure to meet visitor expectations.
Some time ago, my freshman students asked me to join them on their semester break trip to Siem Reap. Even though it was meant to be a holiday, my educator brain kept switching on, dissecting everything, and almost turning the trip into a case study!
We opted for a homestay with one student’s family, where we planted rice, shared meals, visited the pagoda, and enjoyed evenings of karaoke and storytelling. Nothing was performed or packaged; the family was keen to teach us their ways and welcomed us into their daily life.
Before leaving, as is common in Khmer etiquette, we showed our appreciation to the hostess with a basket of fruit, a gesture that clearly meant a lot to them.
So, what is authenticity, and can it be packaged or sold?
From that Siem Reap experience, it cannot be manufactured or staged. It is found in ordinary moments shared openly, without sugarcoating or extra effort to impress.
It is not just visitors enjoying the experience, but hosts taking pride in sharing their lives, and the mutual appreciation exchanged in the process.
Tourism professionals cannot sell that feeling; at best, they can create the conditions for it: respect, honesty, and genuine exchange.
In the end, authenticity belongs to the traveller’s own experience.
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Iran: The challenges of domestic overtourism in the north
S Fatemeh Mostafavi Shirazi, visiting scholar, Iran
Iran’s domestic tourists favour the northern provinces in September, especially areas surrounding the Caspian Sea. This seasonal flow has become a defining feature of domestic mobility in the country.
However, it also poses significant challenges for host communities.
Informal conversations I’ve had with residents in the north revealed that they experience September as a period of disruption. Traffic, noise, environmental degradation, and the disturbance of local routines were frequently cited as negatives. Many locals described themselves as increasingly dissatisfied with this annual cycle.
A central question arises: why do so many domestic tourists repeatedly choose the same region each September, despite its overcrowding? To explore this, I conducted informal talks with 50 Iranians who visit northern provinces every summer. My findings highlight several explanatory factors:
- There is limited public awareness of the diversity of attractions in Iran. Despite the country’s rich cultural heritage and diverse geography, many domestic tourists are unfamiliar with destinations other than the north.
- The Caspian Sea is particularly appealing to families with children who enjoy swimming and seaside activities.
- The forests and mountains of the north present a refreshing contrast to the arid landscapes of much of central and southern Iran.
- Affordability and convenience play an important role. Many travellers stated that staying in rented houses or villas is less costly and more flexible than hotels, reinforcing the habit of annual return.
These attitudes demonstrate how domestic tourism in Iran is shaped by both cultural routines and structural limitations in destination promotion.
However, the resulting seasonal concentration of visitors in northern Iran highlights the urgent need for sustainable tourism management strategies that balance visitor demand with the well-being of host communities.
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What is ‘authenticity’ in travel & tourism? Base image generated by Google Gemini.
