Exploring the world together: The colonial continuity of family adventure travel

The article examines notions of family holidays in the marketing adventure travel, a small but growing segment alternative tourism sector Sweden. In vacation is oriented toward exotic destinations Global South. analysis conducted through multimodal discourse web-based material from seven Swedish travel agencies. It shows that style constructed novel discourse, filled with overlapping meanings life, authenticity, and adventure. offers unique approach to research by theorizing post-colonial perspective. demonstrates how entails colonial continuity, where exploring discovering world become reproduced re-negotiated context tourism. reimagined as journey discovery.