The luxury tourism industry blossomed in the eighteenth and nineteenth centuries with the beginning of the Grand Tour. These trips were designed for noble British boys to develop into sophisticated men by exploring Italian art, history, and culture. Social status in Britain was solely determined by wealth, culture, knowledge, and experience. Because of this, it was critical for the nobility to travel to Italy to strengthen these traits and to “complete their education” in a more experiential way. The young Brits that took these tours could not do it alone, so highly educated guides called “cicerones” were chartered to teach them about Italy's literature, art, and culture.
The aristocrats planing their journey
Many Brits would take time away from their homeland to get over any scandal plaguing their social life, so they turned their attention to the luxurious palaces, parties, and ladies of Italy. When these travelers returned, they did not come home empty-handed. Tourists were expected to return to Britain with beautiful Roman statues, textiles, and paintings to display in their homes. This showed that the family was cultured and affluent.
The Grand Tour arriving in Rome
The Grand Tour focused on Rome, Venice, Florence, and Naples, however, many of the tourists stopped in southern Switzerland due to the length of the trip. This journey was not easy, with many of the tourists getting sick on the way no matter if they traveled on land or via the sea.
A map showing the routes of the Grand Tour
Travel was not as efficient as it is now, with many Grand Tours taking many months. If the journey took place on land, a carriage could only cover about twenty miles per day and could be dangerous due to looters along the way. Some travelers were so exhausted and frustrated, that they hired men to carry them in sedan chairs over the Alps. The most alluring cities for the British were Rome, Venice, Florence, and Naples, but they did have to stop in Turin and Milan before finishing their journey.
Aristocrats hiring men to carry them in sedan chairs across the Alps
Naples was one of the most popular stops on the luxurious Grand Tour that these men took part in. The city was known for its rambunctious evenings and glorious parties filled with music and excitement. Responsible for this entertainment, Lord Hamilton, a British ambassador in Naples, would host parties where his wife would perform a variety of “Attitudes” and make guests take a guess at her identity.
Lord Hamilton
The natural beauty and weather in Naples also plays a role in its popularity. For example, Mount Vesuvius, the volcano that can be seen anywhere on the Bay of Naples, was active from the 1760s to the 1770s. Tourists that arrived would be intrigued by the sight of the steam rising from the crater and sometimes even the luminous flows of lava after the sun had set. This glorious sight was depicted in many paintings from the time and was considered a sight to see for members of the Grand Tour. Aside from the beauty of Vesuvius, the Grand Tourists were also interested in the vulcanology of the natural phenomenon.
A painting by Pietro Fabris that shows an erupting Mt Vesuvius
Additionally, in the late eighteenth century, the Bourbons built a court in the heart of Naples that later became the capital and a preferred place of residence for European royalty. The status of the city grew with lavish palaces and theaters that provide state-of-the-art entertainment. Aside from the artistic side of luxury, the historical aspects of the city also drew lots of attention. The nearby archeological discoveries in Pompeii, Herculaneum, Paestum, and the Phlegran fields were well known in Europe. British minister, William Hamilton, created a collection of these artifacts and works of art that became a popular tourist attraction and drew in an abundance of international visitors at this time.
Herculaneum in 2022!
Tourists from the Grand Tour visiting the ruins of Pompeii
As the nineteenth century began, Naples remained a significant center for international tourism. The seizing from Italmania lead to a boom in the city's tourism as leaders of the English Chapel were able to expand the premises in Palazzo Calabritto. In fact, in the mid-1830s over a thousand English people visited Naples, mostly for leisure purposes and to visit these attractions. This number only doubled in the 1850s and continued to grow well after. Old police registers that were found show the social status of the tourists that visited the city at this time. They found that the majority of them were members of the gentry and aristocracy accompanied by their servants. In addition to the individuals from the highest classes, intellectuals, students, members of parliament, and students were common visitors.
Aristocrats in Naples
Naples was the last stop on the Grand Tour as it was the easiest place to plan transportation back to England. Specifically from Naples, the young aristocrats would take home beautiful paintings of the views they had experienced, lava samples and pumice stone from Vesuvius, and wood-inlaid pieces that were handcrafted in the city. These souvenirs were then displayed in the homes of the aristocrats as a symbol of wealth and status.
Wood-Inlaid Pieces that were taken as souvenirs!
When it comes to Sorrento, the small town started as a popular summer resort for the wealthiest Neapolitans and foreigners staying in Naples. There were delicately constructed homes that lined the coast and were rented or owned by the elite and used as homes they would escape to on holidays. For example, Piano di Sorrento was very well known for its luxurious villas that were perfectly placed in the peaceful countryside. As the mid-nineteenth century approached and the new railway that allowed easier access into the city opened, Sorrento became a more regular stop for the tourists that visited Naples and began appearing in guidebooks as a place that everyone must visit. As the nineteenth century came to an end, and the technological revolution began it became easier and faster for people of the middle class to travel.
A depiction of some coastline villas
Thomas Cook played a significant role in this as he established a system of tickets for tourists, began personal tours, and created hotel coupons. Cook’s annual one-month Italian tour featured a three-day trip to Naples and Pompeii with an extra day to visit Sorrento and he even added a visit to Capri and the Blue Grotto later on. This allowed the area to gain popularity and drew in large crowds of people. The increase of people caused larger pensions leading to the opening of new hotels to meet the increase in demand from tourists. For example, Hotel Tramontano and the Excelsior Vittoria were built as a result of this.
One of Thomas Cook's travel guides
In the grand scheme of things, modern tourism is just the evolution of the Grand Tour. The Grand Tour was taken for the same reasons that we travel today, to experience different cultures through art, architecture, food, and much more. This journey was taken as a way for sophisticated men to understand and learn about the different aspects of Europe. Being away from our families and studying the vast culture of the Bay of Naples, we get to have the same freedom and enjoyment as the men on the Grand Tour. The only difference is this was reserved for individuals of the highest social status back then, and now we also get to have this experience. At the end of the day, we are all on our own Grand Tour visiting the same sites as these men once did and making memories of our own :)
This gallery depicts images from the Grand Tour and later of the hotels in Sorrento!
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