The Butler Tourist Life-Cycle Model

The Butler Model outlines the evolution of a tourist destination over time. It identifies six main stages: Exploration, Involvement, Development, Consolidation, Stagnation, Decline, with some destinations entering Regeneration rather than permanent decline.

1. Exploration

A small number of adventurous visitors discover a destination, attracted by its natural beauty or unique culture. There is little or no tourist infrastructure. Tourism has minimal impact on the local economy or environment.

Blackpool Example: In the early 1800s, wealthy visitors began sea bathing as a fashionable health cure. Blackpool’s 7-mile beach drew small numbers, and its population grew from 473 (1800) to 2,500 (1850).

Caribbean Example – Ocho Rios, Jamaica: Originally a fishing village visited by explorers and nature lovers for Dunn’s River Falls and unspoiled beaches. Tourism was small-scale, with few formal facilities.

2. Involvement

General Explanation: Local businesses begin to provide basic facilities such as guesthouses, small hotels, and restaurants. The community becomes more aware of tourism’s potential. Visitor numbers start to grow steadily.

Blackpool Example: Central Pier opened in 1868. By the 1870s, annual paid holidays encouraged more visitors. The town’s population rose to ~14,000.

Ocho Rios Example: During the 1960s, local entrepreneurs built small hotels and tour operators began offering excursions to waterfalls and beaches. The Jamaican government promoted the area as a tourist spot.

3. Development

The destination becomes well-known, attracting investment from external companies. Infrastructure expands rapidly—airports, large hotels, resorts. Visitor numbers rise sharply.

Blackpool Example: Blackpool Tower opened in 1894; Pleasure Beach amusement park in 1904. Visitors increased from 3 million to 8 million.

Ocho Rios Example: A major cruise ship terminal was constructed. Dunn’s River Falls was marketed worldwide. Large all-inclusive resorts began to dominate the coastline.

4. Consolidation

Tourism is now a dominant part of the economy. The destination is well-established and heavily marketed. Growth slows, but visitor numbers remain high.

Blackpool Example: Between 1918–1939, Blackpool became one of Europe’s leading coastal resorts. Paid holiday laws boosted visits from 8 million to 17 million.

Ocho Rios Example: Became one of Jamaica’s main cruise ship stops. All-inclusive resorts attracted steady international arrivals, especially from the US and UK.

5. Stagnation

General Explanation: The destination’s popularity peaks and begins to level off. Problems such as overcrowding, environmental damage, and competition from newer destinations emerge. Facilities may start to age.

Blackpool Example: From the 1960s, competition from Mediterranean package holidays and cheap flights reduced growth. Visitor numbers plateaued at around 17 million.

Ocho Rios Example: Coral reef damage and overcrowding became concerns. Competing Caribbean ports began offering newer attractions and more modern cruise facilities.

6. Decline

Visitor numbers drop as tourists choose alternative destinations. The area may develop a negative reputation or shift to lower-value markets (e.g. party tourism). Businesses close or downsize.

Blackpool Example: By 2000, numbers fell to 11 million. Causes included budget airlines, better climates abroad, overcrowding, and a shift toward stag and hen parties.

Ocho Rios Example: Some cruise lines reduced port calls due to congestion and environmental strain. Small hotels struggled against large resorts and global competition.

7. Regeneration (Optional Stage)

Some destinations invest in upgrades and new attractions to reverse decline. This may involve environmental restoration, modern infrastructure, rebranding, or niche tourism markets.

Blackpool Example: A £300 million revitalisation from 2000 included:

• Brilliance lighting scheme to attract evening visitors.
• St John’s Square pedestrianisation with Wi-Fi and art features.
• Houndshill Shopping Centre modernisation.
• “Spanish steps” coastal defence improving access to the seafront.

Ocho Rios Example:Investments in eco-tourism (e.g. Mystic Mountain, zip-lining), heritage tourism, and port expansion to welcome larger cruise ships. Efforts to diversify beyond cruise tourism with cultural and adventure activities.