What is it about?
This article explores the image of Britain presented in tourist materials published by the British Tourist Authority (now VisitBritain). The analysis shows that since the late 1990s, coinciding with the New Labour era, a new image called "Cool Britannia" has been increasingly featured. The research argues that this postmodern image, which is becoming dominant, can be analysed in terms of national identity, moving away from traditional concepts of heritage, as Britannia struggles to recognise herself in a static, preserved past.
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Why is it important?
This research is important because it reveals how national identity is actively reshaped and promoted through tourism marketing, reflecting evolving cultural values and political agendas. By examining the shift from traditional heritage to "Cool Britannia," the article offers insights into the complexities of representing a nation undergoing significant social and cultural transformations. It’s a valuable resource for scholars of tourism, national identity, and cultural studies.
Perspectives
This article presents a compelling analysis of how Britain has reimagined itself for the new millennium. It provides a unique perspective on the role of tourism in shaping national identity, encouraging us to question what it means for a country to move beyond its traditional image and embrace a more contemporary, forward-looking vision.
Dr José Igor Prieto-Arranz
University of the Balearic Islands
Read the Original
This page is a summary of: BTA's Cool Britannia: British national identity in the new Millennium, PASOS Revista de Turismo y Patrimonio Cultural, January 2006, University of La Laguna,
DOI: 10.25145/j.pasos.2006.04.013.
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