The tourism industry has the potential to take a leading role in fostering intercultural understandings, where local uniqueness and cultural diversity are both seen as assets, contributing to a memorable experience and excellent tourist product. To achieve this, the industry must confront the ways in which it can inadvertently produce meanings that exclude many from the narrative, by simplifying them into dominant, and commercial interpretations of culture and people. How then do we construct authentic and unique meanings and places, as we reflect and design culture for tourism? How can the focus be on diverse experiences and direct human interactions, as opposed to the barriers created by in tourism bubbles such as mass resorts or cruise ships?
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