During two seemingly endless years, Covid altered everything… And the world is still under some of the effects of the fatigue caused by the pandemic.
However, the answer to this punishment is here, tangible and booming, loudly in the head of the public. The so-called revenge tourism, that itch to take a trip and go on holidays.
What’s Revenge Tourism?
Rather than displaying a negative connotation, experts refer to this kind of tourism as an activity to “get even” — raging, energetic and free of remorse, both economical and emotional. It’s the new touristic trend that has been taking the 2022 summer by storm.
A study carried out by the UOC (Universitat Oberta de Catalunya) explains this phenomenon as “a reaction to the impossibility to go on holidays as usual; it’s part of the human condition and it’s normal after crises as the one we’ve just experienced” with confinements and restrictions.
The concept was coined in the 80s, during China’s Cultural Revolution, a time of shortages and elevated prices, after which consumption rose again. Society then went back to big shopping, spending a great deal of their money on luxury objects.
However, this travelling trend is having a series of effects in the sector, both positive and negative.
The Effects of Revenge Tourism
Revenge tourism is the response to the idea of a well-deserved pamper after a previous stage of suffering. This vengeful spirit brings along a series of pros that will resurrect the tourism sector:
- This kind of tourist profile is closely related to what used to be the adventurer, the globetrotter. However, after the pandemic, revenge prevails in almost the totality of the population. Tourism will thus experience an unprecedented increase in turnover and Spain is, according to the European Commission, the preferred country for european travellers. Our economy should notice this by the end of the year.
- Revenge tourism is born out of the consequences left by the pandemic, but it’s not the only thing that has changed: the travel model itself has changed. We currently look for new ecosystems, a change in the model that puts us closer to nature. This diversification brings new opportunities for professionals in the sector and new opportunities for travellers.
- Lastly, the emotional side: packing your bags and taking an attitude of openness to experience everything that the pandemic took from you, because “you’ve earned it”.
However, this new summer habit is brings along a series of cons that you shouldn’t underestimate:
- Overbooking, airport saturation and strikes in the airports is a reality that worries the vengeful traveller. According to the numbers of the sector, flight searches have increased by around 102% compared with pre-pandemic levels. The population has been anxiously waiting for the end of the pandemic to get on a plane and go to the most exotic destination possible, and this translates into packed airports and the fear that your precious trip will get cancelled.
- Inflation has had a slight effect on revenge tourism. Elevated prices threaten to put a break to the eagerness of the most cautious tourists, since travelling today costs about 45% more than in 2021 — both in plane tickets and accommodation.
But nothing is stopping these travellers with a thirst for new experiences; not the high global temperatures, the elevated prices or the threat of an imminent recession.
In order to face these inconveniences, we propose some keys to resist revenge tourism and to enjoy your well-deserved holidays.
Tips to Survive Revenge Tourism
- Prepare yourself mentally — Vast crowds will be the norm: You’re not the only one who has thought of that particular ideal destination. In a hyperconnected, globalised world, our preferences coincide with the preferences of thousands of people. Accept that you will enjoy your post-pandemic experience alongside a lot of people.
- Focus on perceiving and enjoying everything that the pandemic had taken from you: Now is the time. If you’ve decided to hop on the “revenge tourism” waggon, don’t let anything get in your way. Enjoy! Do it for all those times you weren’t able to!
- One more time? Don’t forget to ENJOY!