Imagined villages: reinventing Australian historic towns as tourist fantasies

There is a recent trend for the rebranding of small rural towns as 'villages'. Often taking their cue from film and television, these towns are re-imagined as 'old world' relics which offer a quaint ambience and a range of leisure opportunities for visitors from nearby cities. This represents a reversal of images of villages as stagnating and insular. The branding of rural towns as villages is often reinforced by comprehensive marketing campaigns and physical works which I term 'villagification'. This might include cobblestoned surfaces, new uses for old buildings, new structures disguised as old, decorative themes based on Europe and large numbers of cafes, boutique accommodation and tourist shops. Whilst, this process may encourage employment and other economic benefits, it also has social implications relating to identity, displacement and authenticity.