Toward Antarctification? Tourism and place-making in Antarctica

Antarctic tourism has been growing increasingly and diversifying over the past two decades. In parallel, Antarctic tourism scholarship has particularly focused on tourism development and management. This industry- and policy-focused research has neglected to address how these developments affect place-making processes in Antarctica. This article is grounded in conceptual developments of 'Arctification', a phenomenon that appears to have significant impacts on the making of the Arctic as a place (to visit) using specific narratives in tourism. Thus, this study expands these conceptual developments to Antarctic tourism by investigating tourism's role in place-making in Antarctica through 'Antarctification'. Four types of narratives emerge from tourism promotion materials constituting the core of Antarctification: Antarctica as a place (1) of exploration, (2) that is wild and empty, (3) of superlatives, and (4) needing environmental stewardship and ambassadorship. The use of these narratives locks Antarctica into particular imaginaries designed to attract visitors. Identifying these dominant narratives is critical, as they may markedly impact conservation agendas, Antarctic wildlife encounters, icescapes, and heritage.