Holistic Tourism: Journeys of the Self?

Escapism has arguably always been an important element of tourism, but the visitor gaze has usually been externally rather than internally directed. However, the growth of the holistic tourism sector suggests that there is an increasing desire to focus on the self rather than the Other', and ‘existential’ rather than 'objective 'authenticity (Wang 1999). This represents escapism of a different kind—a paradoxical desire to escape but in order to ‘find’ oneself! Numerous factors have precipitated this growth, not least the apparent anomie of postmodern society. This paper will discuss the way in which holistic products are being developed to meet the changing needs of tourists, considering some of the factors that have apparently engendered this development. This will include an analysis of typologies of activities, profiles of consumers and typical motivations. Holistic retreats tend to offer combinations of therapies and counselling, pathways to spiritual development, creative enhancement, and many other routes to the reconciliation of body, mind and spirit. The latter part of the paper will focus on some examples of this phenomenon, illustrating the diversity of needs that are being catered for within this emergent sector.