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Tourism's Horizon: Travel for the millions

Jim Butcher

ISBN: 9781917433495 HBK; 9781917433334 PBK; 9781917433358 PDF; 9781917433365 EPUB
DOI: 10.23912/9781917433495-6152


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In Tourism’s Horizon: Travel for the Millions, the journey through mass tourism is examined not merely as a global industry, but as a dynamic cultural and social phenomenon that touches everyone, everywhere. Drawing on the work of internationally renowned scholars and experts, this volume provides a provocative, stimulating and challenging exploration of the future of tourism in the context of growing global mobility, environmental challenges, and social shifts.

In early 2023, Jim Butcher established the blog Tourism’s Horizon: Travel for the Millions (TH:TM). as an initiative to question prevailing narratives around mass tourism, many of which often paid scant regard to the humanity or agency of tourists themselves. In contrast, the contributors of this volume seek to recognize the humanity and agency of the millions who embark on leisure journeys every year—challenging stereotypes, while acknowledging tourism’s legacy as a vehicle of cultural exchange, economic progress, and personal transformation.

The book is divided into two parts: a collection of in-depth interviews with leading scholars reflecting on the evolution and future of tourism, and a series of thought-provoking essays drawn from Tourism’s Horizon blog. These pieces engage with urgent debates on sustainability, equity, and the ethics of travel, while also celebrating the diverse and progressive aspects of mass leisure. From the critique of “overtourism” to the transformative potential of new infrastructures, the contributors examine how tourism—despite its challenges—can still be a force for global good.

By bridging expert analysis with public discourse, this volume presents insights into tourism’s role in shaping culture, economy, and politics, and calls for a deeper, more reflective conversation about where we’re headed in the age of mass travel. Tourism’s Horizon: Travel for the millions is a timely resource for anyone looking broaden their understanding of, and enter into debates over the complexities of tourism in the 21st century—whether you are a student, a scholar, or simply a curious traveller.

Table of contents

Part 1: Reflections: Six prominent thinkers set out their views on the study of mass tourism; Part 2: Viewpoints: Freedom; I. Introduction; II. ‘To see much is to learn much’ (Duncan Simpson); III. Venice ‘bookable’: Italians lose freedom of movement (Dominic Standish); IV. When the world shut down around us (Derek Bryce); V. The problem with Critical Tourism Studies - Mary Mostafanezhad; VI. Tourism and solidarity with the developing world - Ceri Dingle; VII. On New Animism - Jane Lovell; VIII. Cloud Inversions and the Brocken Spectre – Mat Dorotovic; IX. The good oil: Merill’s Maltese paradise – Jim Butcher; X. Touts, tourists, and the ticket race - Simon Bradshaw; The People: I. Introduction: II. The metaphoric rise of overtourism (Michael O’Regan); III. Travelers, tourists, and ‘tourism for peace’ (Jim Butcher); IV. Volunteer Tourism in Israel during the Israel-Gaza war (Irit Shmuel); V. Social tourism is sustainable tourism (Scott McCabe); VI. Sustainable tourism: travel for everyone? (Seyedeh Fatemeh Mostafavi Shirazi); VII. Ecotourism for the masses, not the elite classes! (Sudipta K Sarkar); VIII. Are British seaside resorts trending again - David Jarratt); IX. What is ‘mass tourism’? - Vilhelmiina Vainikka); X. ‘parkrun tourism’: a tonic for our times (Hannah Dalton); Development: I. Introduction; II. Tourism in pursuit of progress (Michael Haywood); III. What path should global tourism take? (Jim Butcher); IV. Happiness: Bhutan’s gift to the world? (Jim Butcher); Emerging Trends in Consumer Behaviour in the Service Sector: V. Progressive optimism or critical pessimism? (Pete Smith); VI. Conservation, climate, culture challenge food tourism in Botswana (Delly Chatibura); VII. Preserving Nigeria’s cultural heritage through authenticity (Shola Osinaike); VIII. The unique case of St Helena: ‘a breath of fresh air’ (Marcella Mittens); IX. Tourism and transportation infrastructure (Saverio Francesco Bertolucci); Knowledge: I. Introduction; II. Aiming high with heart and imagination (Jun Wen); III. 21st Century Tourism and the Academic Voice (Stephen Schweinsberg); IV. Moral prescription versus academic freedom (Jim Butcher); V. Language skills in tourism (Karen Thomas); Postscript

Table of contents

Part 1: Reflections: Six prominent thinkers set out their views on the study of mass tourism; Part 2: Viewpoints: Freedom; I. Introduction; II. ‘To see much is to learn much’ (Duncan Simpson); III. Venice ‘bookable’: Italians lose freedom of movement (Dominic Standish); IV. When the world shut down around us (Derek Bryce); V. The problem with Critical Tourism Studies - Mary Mostafanezhad; VI. Tourism and solidarity with the developing world - Ceri Dingle; VII. On New Animism - Jane Lovell; VIII. Cloud Inversions and the Brocken Spectre – Mat Dorotovic; IX. The good oil: Merill’s Maltese paradise – Jim Butcher; X. Touts, tourists, and the ticket race - Simon Bradshaw; The People: I. Introduction: II. The metaphoric rise of overtourism (Michael O’Regan); III. Travelers, tourists, and ‘tourism for peace’ (Jim Butcher); IV. Volunteer Tourism in Israel during the Israel-Gaza war (Irit Shmuel); V. Social tourism is sustainable tourism (Scott McCabe); VI. Sustainable tourism: travel for everyone? (Seyedeh Fatemeh Mostafavi Shirazi); VII. Ecotourism for the masses, not the elite classes! (Sudipta K Sarkar); VIII. Are British seaside resorts trending again - David Jarratt); IX. What is ‘mass tourism’? - Vilhelmiina Vainikka); X. ‘parkrun tourism’: a tonic for our times (Hannah Dalton); Development: I. Introduction; II. Tourism in pursuit of progress (Michael Haywood); III. What path should global tourism take? (Jim Butcher); IV. Happiness: Bhutan’s gift to the world? (Jim Butcher); Emerging Trends in Consumer Behaviour in the Service Sector: V. Progressive optimism or critical pessimism? (Pete Smith); VI. Conservation, climate, culture challenge food tourism in Botswana (Delly Chatibura); VII. Preserving Nigeria’s cultural heritage through authenticity (Shola Osinaike); VIII. The unique case of St Helena: ‘a breath of fresh air’ (Marcella Mittens); IX. Tourism and transportation infrastructure (Saverio Francesco Bertolucci); Knowledge: I. Introduction; II. Aiming high with heart and imagination (Jun Wen); III. 21st Century Tourism and the Academic Voice (Stephen Schweinsberg); IV. Moral prescription versus academic freedom (Jim Butcher); V. Language skills in tourism (Karen Thomas); Postscript

About the authors

Edited by Jim Butcher PhD, Reader at Christ Church Business School, Canterbury Christ Church University, UK

© Goodfellow Publishers 2026


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