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From the U.S. government's campaign to encourage American vacations in Western Europe as part of the Marshall Plan, to Charles de Gaulle's aggressive promotion of American tourism to France in the 1960s, Endy reveals how consumerism and globalization played a major role in transatlantic affairs. Yet contrary to analyses of globalization that emphasize the decline of the nation-state, Endy argues that an era notable for the rise of informal transnational exchanges was also a time of entrenched national identity and persistent state power.
A lively array of voices informs Endy's analysis: Parisian hoteliers and café waiters, American and French diplomats, advertising and airline executives, travel writers, and tourists themselves. The resulting portrait reveals tourism as a colorful and consequential illustration of the changing nature of international relations in an age of globalization.
Library of Congress subject headings for this publication: Tourism France History 20th century, Americans Travel France History 20th century