Focusing on three ethnographic events (an Italian charter tour to Pakistan, a
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travel in Italy) this article looks into the contemporary `culture industries of
otherness' that is, those commercial events promoting knowledge about the world in
its diversity. Criss-crossing visual anthropology, tourism anthropology and
scholarly work on the politics of multi-culturalism the article will introduce the
notion of the `touristic ways of seeing'. As modalities for contemplating cultural
difference in the contemporary globalized habitats of the world such ways of seeing
are connected to wider representational practices linked to the consumption of
films, television and advertisement. Through their `form', they present us a world
knowable by seeing and enjoying it. Yet, as I will discuss at the end of the
article, this knowledge hides questions of production, power and politics and thus
appears counterproductive to the creation of dialogue across cultural borders.
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