What does ‘travel like a local’ really mean? We’re often lured by words such as ‘locally made’ and ‘locally sourced’, but it’s always not so straightforward. Columnist JoAnna Haugen takes a closer look and offers her tips on making smarter decisions which lead to a better, richer trip as a result.
On a recent visit to Dubrovnik, Croatia, I popped into a self-proclaimed ‘local’ shop advertising goods made by artisans. A bag caught my eye, so I asked the shopkeeper a question I commonly ask when I travel: Can you tell me about the maker? She said the woman was a member of a women’s cooperative in Uganda, but that’s all she was able to tell me.
The answer surprised me, as I was expecting to hear something about a maker living in Dubrovnik, or at least in Croatia. I didn’t buy the bag, but since the encounter, I’ve revisited the conversation several times in my mind.
Everywhere you turn in the tourism industry these days, all eyes are on ‘local’—locally-focused travel experiences, supporting local businesses, listening to local stakeholders, eating locally sourced food, and shifting to local narratives and storytellers. I’m no different: The lure of local is what pushed me through the shop door in Dubrovnik.
Finally, after years of relying on a traveler-centric, mass tourism model, this emphasis on ‘going local’ feels like a positive shift in perspective. But, as is the case with so many nebulous terms, I’ve found it hard to pin down what this actually means—and that poses a dilemma to us as travelers. So how we can ensure our intentions to ‘support local’ do just that?
Here’s the crux of the challenge: ‘Traveling like a local’ or ‘supporting local’ has no clear and shared definition. This could mean spending money at businesses or staying at accommodations that are unique to a place and not part of a chain. It could mean hiring residents of a particular place as tour guides. It could also be a mindset of sorts: Traveling ‘local’ could be affiliated with not being in spaces or circumstances contributing to overtourism.
The most nefarious consequence of this trend is what I call ‘local washing’. That is, when companies intentionally use clever language or tactics to convince people that services or products represent, support, and benefit communities and the people who live there—when this isn’t actually the case.
For some travelers, it may mean only participating in activities or eating in establishments that local residents do. In other words, not doing what ‘tourists’ do and, instead, having more intimate or “authentic” experiences.
Generally speaking, I think travelers mean well when it comes to ‘local’ travel, but there are some unintended consequences that have popped up in the wake of this trend. Neighborhoods previously flying under the tourism radar are becoming gentrified, and staged authenticity may inappropriately frame places and cultures.
The lack of a shared definition is also a problem. Some businesses might legitimately be defined as local, such as the store in Dubrovnik, which may have been owned by a resident, even if not all its products were what you might expect as ‘local’. And that’s the issue: When there’s a misalignment between different definitions of ‘local’, it can lead to disappointment or disillusionment.
The most nefarious consequence of this trend is what I call ‘local washing.’ That is, when companies intentionally use clever language or tactics to convince people that services or products represent, support, and benefit communities and the people who live there—when this isn’t actually the case.
When compared to mass tourism models, we know more locally focused (and community-based) tourism is good—but ‘how good’ is good enough? And is there a way for travelers to know whether they are genuinely ‘going local’, regardless of how it’s defined? To untangle this web of complexity, I asked several people for their perspectives on and tips for approaching the issue (with a special shoutout to colleagues from the Travel Foundation).
Money tends to be at the heart of supporting local businesses. Spending money with independent, locally owned businesses recirculates a larger percentage of money within a community in comparison to businesses with absentee owners. Tourism leakage—when money generated by tourism doesn’t stay in a destination—is a compelling reason to intentionally spend money with a locally owned business.
However, you should also look beyond the money. Look at environmental policies, labor practices, and community partnerships as they can also benefit local people and the place. While some chain establishments may not be locally owned, they may benefit local residents in other ways: Career training and progression; Using and purchasing local ingredients and materials; Enhancing the quality of life or creating opportunities due to their presence and contributions to the community. Additionally, some branded businesses may be operating as franchises, so they appear as a chain but are actually locally owned.
Here’s the truth: Travelers are not locals. They are guests who have the privilege to travel. Acknowledge that, and then put it to use by being more thoughtful both during the planning stages of a trip and while on the ground.
In an ideal scenario, there would be a tool that takes into account the myriad of economic, environmental, social and cultural factors that benefit a place, then it would spit out a score we could use to know whether something is or is not impactful. But of course, it’s not that simple. The next best option is to seek out organizations who are transparently reporting on these issues, then you can decide whether they align with your values and expectations.
Several tour operators (including Exodus, Adventure Tours UK, Intrepid, G Adventures’ ripple score (relaunching in early 2024) and Byway Travel now publish detailed impact reports. Fogo Island Inn takes a different approach with its Economic Nutrition label.
Everyone loves to save money, but the cheaper deal can mean someone is getting the short end of the financial stick. Unfortunately, that is likely to be a destination-based supplier. Booking directly with local suppliers— from activity providers to accommodations—puts more money right in their hands instead of a third-party company, like an online booking agency.
Additionally, be mindful when traveling in places where bargaining is the norm. Vendors expect travelers to haggle, but do so respectfully.
Dive into the mind hive by asking friends and colleagues familiar with your destination for recommendations about the best ways to ‘go local’. Some people may not know—after all, this can be tricky ground for any of us—but they may have insider knowledge that steers you in the right direction.
Also, keep in mind that destinations with thriving local businesses are good places to live, as well as good places to visit. This means that an increasing number of destinations specifically call out these organizations. Examples include the Central Coast’s (New South Wales) Love Local Guides; Revelstoke’s (British Columbia, Canada) Sustain the Stoke campaign highlighting local businesses as well as agricultural and non-profit organizations; and Kelowna’s (British Columbia, Canada) food and wine passes featuring local producers.
Here’s the truth: Travelers are not locals. They are guests who have the privilege to travel. Acknowledge that, and then put it to use by being more thoughtful both during the planning stages of a trip and while on the ground.
Knowledge is power, so move beyond the words of ‘going local’ or even ‘doing what the locals do’, and think more broadly about how your choices impact the place you visit and the people who live there.
Approach travel experiences with a holistic perspective and seek to maximize your positive impact by financially benefiting the local economy while also respecting the local people, their culture, and the environment. The knock-on benefit will almost certainly be an even more enjoyable discovery of the memorable experience you’re seeking to find in the first place.
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JoAnna Haugen is an award-winning writer, speaker, consultant, and solutions advocate. She is also the founder of Rooted, a solutions platform at the intersection of sustainable tourism, social impact, and storytelling.
