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  • Despite sunny holiday adverts, people increasingly prefer exciting experiences
  • Despite sunny holiday adverts, people increasingly prefer exciting experiences
    Moyan Brenn, Creative Commons (2010) ©
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Holidays without the sun, sand and sea

The stereotypical image of a holiday masks a much larger variety of desires, states of mind, emotions and personal interests. How much do we still identify with white sands and blue sea?

Location Northern Europe / South America

Scope
Search for ‘holiday’ on Google Images. The predictable result is a river of photos containing the three holiday staples: sun, sand and sea – representing the alleged epitome of leisure and enjoyment.

Yet, this image of holiday masks a much larger variety of desires, options and ‘flavours’, connected to states of mind, emotions, personal interests and idea of leisure and enjoyment. How much do we still identify with the stereotypical holiday image of white sands and blue sea? And do we want to be labelled a ‘tourist’?

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