Ethnoscapes as Spectacle: Reimaging Multicultural Districts as New Destinations for Leisure and Tourism Consumption

Abstract

Neo-liberalism may intensify competition, not only between, but also within cities, as local authorities collaborate with commercial and third-sector organisations to nurture emerging visitor economies. This article considers reimaging strategies that trade upon features of the place-product that include ethnic cuisine, street markets and festivals, set against the backdrop of an exoticised urban landscape. Through longitudinal case studies of two multicultural districts in east London, the authors examine the public policy rationale for their selection and redefinition as new destinations for leisure and tourism, identifying the key agents of change and the range of techniques used to market ethnic and cultural difference. This leads to a critical discussion of the issues arising for urban governance and the reconciliation of their role as social and commercial hubs for minority groups, with the accommodation of high-spending leisure consumers from the dominant culture and, in some cases, international tourists.