Tourism development and strategy is supposed to be about attracting visitors to spend money in your area, thereby creating additional capital inflows, stimulating investment and creating jobs.

But in reality, the game has become one of ‘me too’ imitation, whereby stereotypical notions of what ‘tourism’ is supposed to mean drive both strategy and execution. The overwhelming stereotype of tourism is the recreational image we have of (invariably young) people on holidays, enjoying surf, sand, sun or reef….