November is a month that brings change to thousands of peoples lives who live in northern latitudes. Call them snowbirds or escapee’s, they all have one thing in common, a driving compulsion to leave the northern latitudes for sunny southern climates. The exodus of Boomers, those born between 1946 and 1964, is as predictable as the migration of birds. Leaving Canada or Finland for the winter months has become a cultural norm… a statement of your financial status. Those left behind are considered ‘unfortunate’.

Suntan holidays became popular when soldiers returning from the tropics after WWII arrived home from the Pacific with ‘sunshine skin’.  There was a huge demographic shift  in the late 1940’s when rural populations moved en mass to the cities. The balance flipped from 80%  rural and 20% urban to the exact opposite. The changing economy and increased post war wealth introduced a new aspect to the North American culture…recreation. Suntans on the streets of New York and London became a status symbol. It said you could afford to get away.

It was fashion mavin Coco Chanel that put tropical leisure on the map for the masses. She appeared on the cover of Life magazine sporting a suntan. This was a shocking display at that time, rather like a Lady Gaga moment. The confluence of adventure seeking ex-soldiers, sudden wealth and a new found societal acceptance of sunburn bloomed into a tourism crush in between the tropics of Cancer and Capricorn. It was suddenly cool and possible to winter in Mexico and the Caribbean. Aviation technology produced long range commercial passenger planes and locations like Hawaii and the South Pacific became accessible.  The cruise ship and retirement community industries were born.

In November the Boomer generation of Europe flock by the million to the southern shores of the Mediterranean, the North Americans focus is on Florida, Mexico and S.E. Asia. The post war economy has been very generous to the Boomer generation. It was a time when education and competition for seats in university was cheap and easy. Industries were still wanting for a few good men and opportunity for advancement was abundant. Inflation has made many Boomers rich with the passive holding of real estate investments. A prosperous and beneficial retirement is within sight for a great many  because defined pension benefits were once the norm.

We take the tourism industry for granted but it didn’t always exist. It wasn’t until the advent of ‘sunshine skin’ that it became possible to visit the undeveloped islands and continents of the third world. Now when  millions of tourists flock south for the winter they have forgotten the struggles of a preceding generation who didn’t enjoy the access to infrastructure available today. I shouldn’t take for granted that I can fly to Mallorca or Bangkok on a whim, because it wasn’t always  so easy. When the cold wind begins to blow we should thank a diminutive fashion mavin named Coco for the birth of modern tourism and the post war economic boom that produced the incredible wealth and leisure we enjoy.

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Comments
  1. Sunshine skin! Yes, Chanel got the sun bathing party started. Interesting post! I’m also smitten with your shot of the bikes in the snow. Dreamy! T.

    • The late 1940’s were an interesting time of transition. Only farmers had burned skin until then. In many cultures sun darkened skin is still a sign of class distinction. The photo was taken from the back of cab riding through wintery Tempere. Finland. I have many Finnish friends who have relocated to Thailand and Spain to escape the weather. Whats really funny is how the rates of alcoholism drop precipitously when Finns bath in sunshine rather than trudge through the bleak months of winter.

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