Rethinking Transformation Tourism: Meaning, Marketing, and the Quest for Self in a Climate Emergency

Dear Colleagues,

In the wake of post-Fordist shifts and a growing departure from mass-produced tourism, niche tourism markets have proliferated (Novelli, 2005), among which, transformation tourism (TT) has emerged as a significant and timely area of scholarly interest (Decrop et al., 2018). TT refers to travel experiences designed to provoke personal growth, self-discovery, and deeper connections—with oneself, others, and the world.

Rooted in transformational learning theory, TT contends that meaningful travel experiences—those involving novelty, intercultural encounters, or personal challenge—can foster expanded consciousness and existential change. This special issue invites critical engagement with TT’s promise of transformation, particularly in the wake of COVID-19, which has heightened desires for purpose, wellness, authenticity, and sustainability in travel (Chhabra, 2021).

As the climate crisis intensifies and calls for responsible tourism grow louder, it is vital to interrogate the sustainability of TT in both ecological and socio-cultural terms. Can transformative travel truly contribute to regenerative practices, climate awareness, and community empowerment—or does it risk reinforcing extractive and consumption-based paradigms under the guise of self-improvement?

Despite growing academic and commercial interest in TT (Robledo & Batle, 2017; Tomazos & Murdy, 2023), important questions remain: To what extent can transformation be engineered or marketed? How do issues of authenticity, commodification, and ethical tourism intersect with the increasingly professionalised TT industry? What types of experiences, narratives, or destinations are privileged—and which are marginalized?

We welcome original research articles, conceptual papers, and critical reviews that address, but are not limited to, the following topics:

• Theoretical and conceptual developments in transformation tourism;
• Post-pandemic shifts in tourist motivations and the search for meaning;
• Marketing, branding, and commodification of transformative travel;
• Wellness, spirituality, and the rise of retreat-based tourism;
• Sustainability, regeneration, and environmental consciousness in TT;
• Critical perspectives on authenticity and transformation;
• Methodological innovations in researching transformative experiences;
• Intersectionality, inclusivity, and power in TT narratives and practices;
• Case studies of TT initiatives, programs, or destinations;
• Ethical implications and critiques of TT as an industry.

We encourage contributions from a variety of disciplinary perspectives, including tourism studies, cultural studies, psychology, marketing, geography, environmental studies, and sociology.

Dr. Kostas Tomazos
Guest Editor

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