We should never underestimate human stupidity. Both on the personal and on the collective level, humans are prone to engage in self-destructive activ… - Yuval Noah Harari

In the last few decades we have at last made some real progress as far as the human condition is concerned, with the reduction of famine, plague and war. Yet the situation of other animals is deteriorating more rapidly than ever before, and the improvement in the lot of humanity is too recent and fragile to be certain of.

Climbing Mount Everest is more satisfying than standing at the top; flirting and foreplay are more exciting than having an orgasm; and conducting groundbreaking lab experiments is more interesting than receiving praise and prizes.

Romanticism tells us that in order to make the most of our human potential we must have as many different experiences as we can. We must open ourselves to a wide spectrum of emotions; we must sample various kinds of relationships; we must try different cuisines; we must learn to appreciate different styles of music. One of the best ways to do all that is to break free from our daily routine, leave behind our familiar setting, and go travelling in distant lands, where we can ‘experience’ the culture, the smells, the tastes and the norms of other people. We hear again and again the romantic myths about ‘how a new experience opened my eyes and changed my life’. Consumerism tells us that in order to be happy we must consume as many products and services as possible. If we feel that something is missing or not quite right, then we probably need to buy a product (a car, new clothes, organic food) or a service (housekeeping, relationship therapy, yoga classes). Every television commercial is another little legend about how consuming some product or service will make life better. Romanticism, which encourages variety, meshes perfectly with consumerism. Their marriage has given birth to the infinite ‘market of experiences’, on which the modern tourism industry is founded.