In the middle ages people were tourists because of their religion, whereas now they are tourists because tourism is their religion.

Robert Runcie’s quote draws a comparison between the role of religion in the Middle Ages and the modern phenomenon of tourism. He suggests that in the past, people were tourists primarily due to religious motivations, embarking on pilgrimages or journeys to sacred sites as an expression of faith. During the Middle Ages, travel often had a spiritual purpose, where visiting holy places was seen as an act of devotion and a means of seeking spiritual enlightenment or absolution.

In contrast, Runcie points out that in modern times, tourism itself has become a religion for many. People now travel not for spiritual reasons, but for leisure, adventure, and consumerism. The idea of tourism as a religion suggests that for some, the act of traveling, collecting experiences, and visiting popular destinations has taken on a central role in their lives, similar to the importance once held by religious practices. The emphasis is now on exploration, entertainment, and self-fulfillment rather than spiritual growth.

Runcie’s use of the phrase “tourism is their religion” also highlights the cultural shift that has occurred over time. In modern society, where materialism and consumerism often dominate, the pursuit of experiences, status, and novelty through travel has become a form of identity, often replacing or overshadowing traditional spiritual practices. This reflects the changing values in contemporary society, where personal experiences and gratification take precedence over religious rituals or communal worship.

The origin of this quote reflects Runcie’s observations as a religious leader and archbishop, where he was keenly aware of the changes in society’s values. His background in both religion and society gives him a unique perspective on how people’s relationships with travel and faith have evolved. Runcie’s statement serves as a critique of how modern secularism and consumer culture have transformed the nature of personal journeys, turning travel into a form of worship that seeks satisfaction and fulfillment in the material world rather than the spiritual.