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Theatre and tourism are kindred practices. Both are experiences of temporary escape to different, sometimes distant, places and times. Both immerse you in other lives or other ways of living. Both mix fantasy, pleasure, and play with the promise of authentic cultural knowledge. Whether you travel by plane or bus, or whether it is only your imagination that is transported, in both tourism and theatre, embodied presence—being there—is of the essence. Tourism and theatre are alike in other ways. They are both leisure industries, bound up with global economic and political processes, such as colonization or nation-building, and more local ones, such as rural revitalization or city planning. As the example of the Guthrie shows, they share imagery and ideologies, techniques and technologies. Since the advent of commercial leisure travel in the eighteenth century, tourism and theatre have ridden on the coattails of each other’s commercial success. It is remarkable then that scholars have rarely attempted to look at the relationship between them. But it is also telling. Contemporary critics routinely berate tourist attractions for being overly theatrical or theatrical productions for being too touristic, as if the conjunction of the two was supercharged with cultural danger. Where does our discomfort with seeing theatre in tourism and tourism in theatre come from? What if we were to take touristic theatre and theatrical tourism seriously, as aesthetically dynamic practices? As sites of public culture with social, economic, and political significance?
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