Travellers Manifesto

Travellers’ Manifesto
BY NATALIE OPPER
T
he allure of travelling to foreign
cities is beginning to fade as
we arrive to our urban
destinations only to find familiar
brands in retail, food, and hospitality
as well as familiar business models
that imitate the foreign brands. This
phenomenon causes cities to lose
their identities and to begin
resembling one another.
Globalization is turning the world
into one dull uniform destination! Which makes one begin to wonder; why bother
spending a large sum of our valuable time, energy, and monetary resources to travel far
away, only to see the same store that we have down the road?
For the last hundred years or so, companies have been looking to expand their brands
beyond their own borders to a global level. “Going global” has become synonymous with
becoming successful in our day as it fulfills our hunger for more money. In opposition to
this hunger, Jeremy Seabrook wrote that to “be unable to acknowledge the profound
and complex social and religious disruptions that come as inseparable spectral
companions of economic globalization has been the most grievous failure of the rich
and powerful.” In simpler terms, the influential are wrong to ignore the impact that
economical globalization has on culture.
In his 2004 article entitled “Localizing Cultures” in the Korea Herald, Seabrook continues
his petition for a revolution: “For instance, the almost mystical and transcendent
purposes assumed by consumption, the […] waste of resources, […] the disgracing of
such ancient virtues as frugality, husbanding resources, sustaining water and soil, the
reverence for habitats that have given life for millennia - all this is detached from the dry
bureaucratic prescriptions and advice offered up by the experts and professionals of
development […]”
Seabrook’s article concludes with the affirmation that the economic reorganisation of the
world is a declaration of a cultural war. So let us fight back! Let us try to slow down -even
reverse- global uniformity.

What we need to do is simple, boycotting foreign establishments and businesses at
home and when travelling, only supporting local businesses that embrace their own
cultural identities will have the greatest impact. If done methodically, and by as many of
us as possible, we can have positive impact on the long-term identity of cities all over the
world, including our own.
As alluring and pervasive as foreign offerings may be, how powerful would it be to seek
out and support local industry exclusively? If done with enough force and numbers, we
could strengthen our local economy while increasing our desirability as a unique
destination to those who still seek authenticity. Imagine how much more interesting
travel would be if media and fashion, for example, never crossed borders, allowing for
each society to develop their own sense of fashion and lifestyles.
Due to globalization, we are faced with many familiar offers and comforts of home on
our travels as a handful of large and powerful companies set up shop all of the world
and force out smaller local businesses. It might be tempting to succumb and turn to this
comforting familiarity, but combating homogeneity requires vigilance and courage to
turn away from the familiar and embrace differences in local authenticity. Our courage
could play an important role in saving the smaller, culturally-valuable businesses.
Before you travel, do the research: what does your destination’s authentic culture look
and feel like? What are their customs? What do they eat? This might involve looking back
to the past if they have already been swallowed up by globalization. Once you have
arrived, seek out the opportunities to experience that authentic culture as often as
possible.
Call to Action: Let us be brave and adventurous and let us resist turning to the comforts
and familiarity of home-like opportunities when travelling. Let us get comfortable with
the idea of doing things differently, like the locals do –no matter how different and
strange the customs might seem!
6 Steps to Slow Down Global Uniformity
For your next trip, and all subsequent ones:
1. Research your destination’s culture/customs to get a general overview of its
history; get a sense of what authentic would mean for that location.
2. Ensure that the accommodations you choose are owned and operated by locals;
to go even deeper, research into whether the venue furnishes and decorates their
establishment authentically.

3. Choose restaurants that serve local cuisine, authentically and with no kitschy
fanfare.
4. Do what the locals do. Use a dictionary, learn a few phrases, and read a local
newspaper. This will allow you to find ways and opportunities to engage with the
community and dig deeper in understanding local culture.
5. Limit your shopping to regional stores selling regional items.
6. When you go home, get on social media and review sites like Trip Advisor, and
give honest feedback and praise for the businesses that you frequented to
encourage other travellers to support the local businesses. If things can be
improved, say so constructively to allow these authentic businesses to succeed.
If you also wish for your own city to be more culturally authentic, then make the same
choices at home! Do you know what makes or could make your city interesting and
unique to the world? Take on the challenge of figuring that out if you don’t already
know. This will not only help the travel industry but also the environment, your economy,
and even your sense of community.
Let the adventures begin!
ABOUT NATALIE OPPER
Natalie is a travel consultant and founder of Hills and Valleys Travel. Natalie specializes
in organizing adventures to her homeland, Switzerland, for fellow curious, ecoconscientious
souls. To learn more, visit www.hillsandvalleystravel.wordpress.com/about
SPREAD THE MOVEMENT
If this resonates with you, please share this manifesto with others and get involved. Here
are a few ways:
Email the document to a friend
Share the link on Social Media: Twitter Facebook Pinterest
Print it and give out copies (within reason, let’s save paper as much as possible)
Share your thoughts/takeaways/your own ideas to help reverse cultural
uniformity on Twitter using the hashtag #travellersmanifesto