Dear American tourist,
When you are in great European cathedrals, palaces, and important historical sites, would it be possible for you to leave your flip-flops at home? Your shorts and T-shirts could stay as well. If you can afford to bring you and your family to a European palace, I am assuming you could also afford close-toed shoes and proper pants. I do not expect you to be fluent in German, or French. However, it is not too much to ask for you learn how to say ‘please’ and ‘thank you’ in the native language. You are not at home: please reflect that you are in a different country, attempt to assimilate, and show a modicum of respect for where you are – it is in your national interest to do so.
Recently, in Vienna, Austria – one of the global centers of high culture, music, and art – I dined at the famous Belvedere Palace’s bistro. During the middle of my meal, a family sat down at the table next to me, with the telltale signs of coming from the United States. All four were wearing flip-flops, they spoke two decibels higher than anyone else at the restaurant, and all were wearing shorts and a T-shirt. Not used to Viennese cuisine, at one point the mother exclaimed loudly, “I believe this gazpacho has turned!” I am guessing many readers have had a similar experience while traveling abroad, as this is sadly not a unique encounter with American tourists. This overall attitude can easily make locals feel annoyed and insulted. While seemingly harmless, these types of interactions can leave a lasting impression about the United States and hurt U.S. diplomacy.
It is important for tourists to realize that they do not come as individuals. Rather, they are seen as “Americans.” As a former American diplomat, it is exhausting and hard to explain the unmeasurable time-consuming task public diplomacy programs spend in combating negative stereotypes of the United States[1]. Beyond showing respect for other nations in places such as Europe, these programs aim to explain to predominately Muslim nations that Americans do not hate Muslims, that our streets are not lined with gold, and that Americans value ethnic and cultural diversity. These efforts in diplomacy work to strengthen ties with would-be skeptical trade partners, and enable carrying out critical U.S. security interests. A nation must build trust to create allies. Currently, the U.S. is in an existential crisis regarding our national values. As tourists are informal representatives of our nation, they can help, or jeopardize, the complex project of American diplomacy in communicating who we are as a people.
When one is dressed properly, as I always do while traveling, one earns respect from locals. I take great pride when I am asked for directions, or locals start conversations with me in German, Swedish, or French, etc. It is a small victory when they realize that I too am an American, but present myself differently than the cafe neighbors I referenced above. It does not matter what you look like, your heritage, or ethnicity. It matters how you present yourself while traveling abroad. There is a universal quality that results in responding back positively when one feels respected. No matter the country, I work hard to give a different impression: that of an American who values local customs and mores. When American tourists show blatant disregard for the country they are visiting, at best it leads to annoyance, at worst, anger and a lasting ill-impression of whom we are as a people.
I recognize that this is a negative generalization of American tourists. Different, but similarly harmful norms can be seen from Australian, English, or German tourists, to name a few examples. Their behavior abroad can also hurt their counties’ national image. Also, it is important to recognize the many tourists – from America and beyond – that come to foreign countries and assimilate beautifully. Thus, tourists are like a toupee; you only see the bad ones.
Scholars such as Jonathan Mercer demonstrate how important reputation is for international relations[2]. Mercer and others argue that countries sign trade agreements, enter into peace deals, and trust the lasting impact of an international negotiation, largely based upon a countries’ reputation. While I recognize that it is not the foreign minister or secretary of state one is interacting with in a café, but rather likely a nice family from Florida, California, or North Carolina. Still, it is not necessarily high level people who carry out the lion-share of trade deals between the United States and foreign countries. It is small and large business partnerships on either side of the Atlantic. These interactions matter: they impact how, and to what extent, foreigners are willing to negotiate, trade, and make security partnerships with the United States.
While encounters like this are frustratingly common in tourist sites across Europe, many do not realize how much it hurts American public diplomacy. Diplomats spend years learning languages. Beyond language, they immerse themselves in local customs. There is a reason for this: understanding other cultures and languages importantly enables foreigners to understand us. It is a way to bridge cultures, discard stereotypes, and defeat ignorance about the fascinating and important peoples that are beyond our borders. When Americans show disregard for host nations and peoples, it makes our diplomatic efforts to build long-lasting bridges and permanent connections – whether for business, security, values, or broader international relations – monumentally more complex and difficult.
When traveling abroad, why not show locals great things about American culture? For example, our strong value of customer service, world class technology, or our ability to make connections and meet strangers openly? There is a plethora of wonderful things about American society that becomes hidden behind distracting Hawaiian shirts and flip-flops. Therefore, leaving your cut-offs at home and learning a few words of the native language is in your country’s national interest. It will help foreigners you meet feel respected and valued. It is in all of our interests to communicate attitudes that inspire people to want to create partnerships with us across the Atlantic.
Danke et Merci!
- [1] U.S. Department of State. Under Secretary for Public Diplomacy and Public Affairs https://www.state.gov/r/ Accessed on July 3, 2018.
- [2] Mercer, Jonathan 1997.Reputation And International Politics. Cornell University Press | Cornell Studies in Security Affairs, New York.
