No, I Don’t Want to Travel Like a Local.

I Want to Be on Vacation.

Let’s talk about one of the most overused, overpolished, and overly romanticized lines in tourism:

“Travel like a local.”

It sounds ethical. It sounds responsible. It sounds like the antidote to over-tourism, bad behavior, and global fatigue.

And sure, it started with good intentions tied to trends (at the time).

But somewhere between the pitch deck and the landing page, it turned into a guilt trip disguised as a strategy.

Most people don’t want to travel like a local. They want to feel like they’re finally on vacation.

The Disconnect

We say: “Skip the tourist traps. Discover the real city.”

They hear: “Figure it out yourself. Hope you don’t miss the magic.”

We say: “Eat where the locals eat!”

They hear: “Good luck getting in without a reservation, context, or clue.”

We say: “Live like a local!”

They hear: “You're gonna do chores. But, like, in a cute Airbnb.”

And listen, if that’s your vibe? Cool. But don’t shame the traveler who just wants a damn margarita by the pool and a spa day without decoding what “authentic” means in this particular zip code.

The Nuance That No One Talks About

Now if you’re a business traveler, travel means work. You’re living out of a suitcase, juggling meetings, surviving airports.

In that world, local is comfort. It’s your one cozy café. A moment of familiarity in a blur of badge scans and buffets.

But when you're traveling for joy? For rest? To forget your passwords and your problems?

You’re not seeking someone else’s grind. You’re seeking relief.

The Reality

I don’t want to research your taco truck scene.

I don’t want to play "Find the Locals" with every meal, tour, and neighborhood.

I don’t want to do dishes.

(And to my short-term rental friends—if you're gonna market your stay like a home, maybe offer housekeeping like a hotel. I'm on vacation, not auditioning for House Hunters: Off-Grid Edition.)

The Lesson for Marketers

1. Stop moralizing the travel experience. Ease isn't a sin. Indulgence isn't unethical. People don't need to suffer to be seen as "good travelers."

2. Sell the dream, not the duty. Show me the soul of your place, sure—but make it feel like a gift, not a test.

3. Ask yourself honestly: do our locals even love living here? Because if the answer is “not really,” maybe don’t try to sell me that reality.

4. Let people rest. Not every trip is a character arc. Some are just a chance to remember who you are when you feel free.

Bottom Line

We’ve turned vacation into a performance. And the travel industry into a personality quiz. But guess what?

I’m not traveling to prove I’m worthy. I’m traveling to feel alive again.

So sell me the version of your destination that loves visitors. That says, “We’ve been waiting for you.” That understands joy is not a sin—it’s a signal.

I’m Jenn Barbee. And I’m not here for the brochure version of reality.

If you feel the same? Let's chat.🖤⚡