| Summary: | The purpose of this article is to provide a broad overview and opinion on the term ‘authenticity’
within the context of the Tourism industry and tourist expectations and it draws on extensive
literature on the topic. An attempt to define ‘authenticity’ is indeed an intricate assignment; it
clearly has different meanings in different cultures, societies, and in diverse settings. It is thus
important to examine the term ‘authenticity’. One of the main reason people travel abroad is to
enjoy an “authentic” experience. They imagine travelling abroad and living in accommodation
which is slightly different, tasting unique cuisines and participating in local activities while
absorbing diverse cultures. The concept of authenticity has been debated in tourism literature for
over four decades and the term ‘authenticity’ has a multiplicity of definitions. Tourists generally
seek an authentic experience in which they can go beyond what Maslow termed ‘selfactualization’
and in fact discover a true sense of Being. Recognizing the great importance of
authenticity is an opportunity for Africa’s tourism industry and the desire of tourists to ‘find
themselves’ by linking with authentic heritage, cultures and traditions presents huge opportunities
for especially local communities. Tourists are not impressed by inauthentic pseudo sites and
objects and tourism offerings and such like, and will travel to destinations that offer authenticity.
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