"Authenticity" has become one of the most overused and misunderstood terms in the travel industry. We all love to talk about authentic experiences and claim that one destination is more "authentic" than another. However, while the concept remains powerful, its frequent use—and misuse—risks turning it into a marketing buzzword rather than a true reflection of travel experiences.
It's not just travel brands that are guilty of this; I, too, have used "authenticity" to describe curated experiences like "authentic local dining" or "authentic cultural encounters." But as we all know, these can often be staged for tourists, prioritising aesthetics over genuine emotional connections and catering to preconceived notions rather than reality. In extreme cases, these experiences, if not curated properly, can even be very disruptive to local communities.
Given the frequent promises of authentic experiences, there’s been a growing backlash and scepticism, especially among travel media. Promising "authentic" experiences that fail to align with reality can lead to disappointment and distrust.
So, what does true authenticity mean? I believe it's less about appearances and more about emotional resonance and meaningful connections. The most transformative travel moments are often unplanned, like conversations with locals or unexpected detours that reveal hidden gems.
For instance, I remember a trip to Barcelona where I stumbled upon a local bar in a greengrocer shop of all places. The warmth and hospitality I experienced in that bar, the homemade food and the impromptu dance performances were far more memorable than any planned tour. Another time, in Dublin, I was speaking to a local couple in a restaurant and ended up having dinner with them; during the meal they shared stories about their lives and the history of the area. These unplanned moments left me feeling far more connected to these places than I otherwise would.
Engaging with local communities leaves travellers more integrated with the places they visit and more connected to the destination. It helps break down barriers and addresses preconceived impressions and ideas.
So, what should we do? By focusing on genuine interactions rather than prepackaged experiences, we can break down scepticism and encourage both tourists and locals to truly learn from one another. We need to be specific about what is on offer—no vague promises, but detailed experiences like a locally sourced meal with the community or a discussion with a local chef. As always, storytelling continues to remain paramount—anecdotes and narratives from locals provide a richer and more knowledgeable view of a destination.
In summary, while "authenticity" remains a vital concept in travel, its overuse as a buzzword has undermined its true value. Travellers are increasingly seeking meaningful connections and emotions, not staged experiences. So don’t over-promise, be very clear about the experience, what it entails and what the traveller will take away from it. I firmly believe that brands and destinations that embrace this will stand out in an increasingly cynical market.
Helen Coop, managing director, travel