Blur

V.Hols in V.big travel writing cock up

Why on earth do people think that just anyone can be a travel writer? Because if you’re one of the dozens of scribes trying to scratch out a living at a time when newspapers are cutting commissioning budgets, the latest announcement from Virgin Holidays can only be seen as yet another  insult to the profession.

Get me Alex James. No, not the one who'sactually a travel writer...

Apparently, the company has done a survey of 2,000 holidaymakers and because less than a third of them say they would never use a guidebook, they have decided to ‘reinvigorate travel writing’ by appointing a ‘travel laureate’ to pen a series of ‘first-hand destination-themed novels’.

The lucky recipient of this fabulous new title? Alex James.

Sorry, that’s not Alex James the actual travel writer Alex James, the kind of person you might be expect to be commissioned to write travel copy… but Alex James, cheese-making, one-time bass player with Blur whose writing skills amount to the occasional newspaper column about what it’s like to have finally moved to a Country House and an autobiography that recalls the heyday of Blur through a haze of drink and heavy cocaine use.

Now don’t get me wrong, Blur were a fabulous band and I’m sure Alex James (not the travel writing one) is an affable chap but I’m not quite sure how he’s been elevated from the role of all-round half-decent celeb to travel writing genius – especially when there are dozens of brilliant travel writers out there who would have bitten Virgin Holidays hands off for the commission.

Of course, none of them have the ‘celebrity announcement’ factor that Alex James (not the travel writing one) has.

So there you are travel writers of the UK, once again, your expertise garnered travelling the world for a living has gone to waste and you’ve been dumped in favour of yet another celebrity, just because their name is more known than yours.

Guidebook publishers like Lonely Planet, Rough Guides, Frommers, Bradt et al might also be slightly miffed at James’ new role. The press release that accompanies the announcement claims that in some spurious and unattributed research, 8.5m Uk adults found travel guides ‘boring and staid’.

I normally like V.Hols and find them one of our best package companies, but I can’t help but feel that this whole ‘travel laureate’ campaign insults both travel writers and travel publishers and can’t be seen as anything else than one V.Big cock up.