Abstract

The paper discussed the rapid expansion of the middle-class in the outbound-tourism-generating economies of northern Europe, and how changing tastes in destinations could be attributed and linked to a growing individualism accompanying these changes. The mass-market beach holiday, though attracting greater volumes of consumers than ever, was being eclipsed in terms of fashionability by new media-enhanced tastes for the unspoilt, the unpackaged and the unvisited. It was appropriate to speak of 'new' tourism.