“They Do It for Thousands of Other Things”: Heritage and the Canary Islands as a Destination of Mass Tourism

Heritage has become an important part of tourism. Scholars, however, have expressed concern that the tourism sector prioritizes commercial goals over local understanding of heritage and local preservation priorities. This article examines how local people in the Canary Islands—a major mass tourism destination—see the linking of heritage and tourism. We recognize that heritage is not only institutionalized but also vernacularized within a social and cultural setting. The research draws on 27 interviews with residents across the Canary Islands, many of whom work in heritage-related institutions, as well as analysis of souvenirs displayed in popular tourism spaces across the archipelago. The findings reflect a disconnection between the souvenirs and the Canary Islands as a place. Interviewees reveal discontent toward tourism development on the island and deep concerns about the commercialization of heritage through tourism, due to the effects on the heritage and the people who live there. Participants feel that heritage has become more important in tourism not because the “sun and beach” model has become less important, but because overall tourist numbers have increased. At the same time, research participants highlight the economic benefits of linking heritage with tourism.