For the 21st century traveller, authenticity has become the goal and measure of travel. “Real” travellers avoid expensive attractions, preferring to wander off the “beaten track”. They avoid the “touristy”, wanting to see how the “locals” live. They bemoan tourism and commoditization as “polluting” the culture of a place. “Don’t sell us stuff”, they say, “Give us the ‘real’ thing, the ‘authentic’ experience.”

But what is “authenticity” exactly? As we excavate the term, we find that it is founded on particular ideas of what “culture” is, and should be. And these ideas are shaky.

Robert Shepard, an anthropologist at George Washington University, writes, “What is most commonly referred to as the tourist impact on Others is grounded in the unspoken presumption that these Others at some point in the past have lived in enclosed spaces of cultural purity, protected from outside contamination.” In other words, if tourism is contaminating, there must be something pure to contaminate.

But in reality, there are no untouched and unchanging cultures. The world has always been in interaction. In ancient and medieval times, the Silk Road and sprawling empires (the Romans, the Mongols, the Han). Starting from the 16th century, imperialism, industrialization and globalization. Conquerors, traders, missionaries, adventurers. To say tourism corrupts local culture ignores all the changes that have come before.

CULTURES ARE INTERMESHED, AND EVER-CHANGING. THERE EXIST NEITHER A SPATIAL NOR TEMPORAL BOUNDARY AROUND A CULTURE.

Culture not only changes with time, it also varies within itself in the present. That is to say, culture is heterogeneous, diverse, and hybrid. A country varies hugely within its borders. The city is different from the countryside. The lifestyles of the rich are different from the lifestyles of the poor. The beach-towns are different from the mountain villages. The experiences of one ethnicity are different from the experiences of the other. What authority is able to say what or who gets to exemplify a country?

IT IS BY KNOWING ALL THE DIVERSE THREADS OF THE COUNTRY, NOT SHUNNING ONE FOR THE OTHER, THAT WE GET TO UNDERSTAND IT.