Travel as Commodity

Abstract

Thomas Cook started it all with his meticulously organized archaeological tours up the Nile. He harnessed the revolutionary technologies of Victorian travel to a growing desire on the part of the middle class to explore the world and its ancient history. Cook was the first to realize the potential of the railroad for group tours. A devout Baptist and an advocate for temperance, he began his business by organizing rail excursions to temperance meetings in nearby towns in central England. The enterprise was so successful that he took advantage of steamships and continental railroads to organize what we now call package tours to France and Germany. From that, it was not much more difficult to organize tours to Egypt and the Holy Land, now readily accessible thanks to the new technology for Victorian travel: the railroad, the steamship, and the telegraph. Then, in the twentieth century, came ocean liners, massive cruise ships, and the Boeing 707, followed by the jumbo jet, all of which together made archaeological travel part of popular culture. We live in a completely accessible world of intricate airline schedules and instant communication, where you can visit the great moiae of Easter Island as easily as you can take a journey to Stonehenge or the Parthenon, the difference being a longer flight and the need for the correct visas and a foreign rental car at the other end. And if you become sick or injured, you can be evacuated from most places within hours: Peter Fleming or Ella Maillart would have been in real trouble had they become sick or injured in the vast expanses of central Asia. We forget that to travel east of the Holy Land was considered highly adventurous until after World War II, and that central Asia was virtually inaccessible to outsiders until the late twentieth century. Much of the adventure of archaeological travel has vanished since the 1960s in a tidal wave of mass tourism and its attendant businesses. Leisure travel is now the world’s largest industry, and the mainstay of many national economies, including that of Egypt, where at last count six mil-lion tourists visit each year. According to Statistics Canada, global cultural tourism will grow at a rate of about 15 percent annually through the year 2010.