ABSTRACT
In early 1986 Butlins celebrated the fiftieth anniversary of the opening of its first holiday camp in Britain. The Butlin version of the holiday camp prospered in a climate of campaigning for holidays with pay and in a period before packaging had been fully developed as the major way of selling holidays and travel. Butlins offered a comfortable exoticism, prioritizing pleasure for all. ‘Hi di Hi’, the collective address of ‘Goodnight Campers’—these greetings welcomed millions to packaged mass pleasure and at the same time contributed to the growing marginalization of other practices in leisure.
