| Summary: | This study examined the holiday and leisure aspirations of the new upper black middle class in East London using qualitative approach. The study investigated aspirations of the black middle class on international travels through the lens of Veblen’s (2002) conspicuous consumption theory which entails that black middle class citizens spend in order to assert their status and belongingness to the middle class. The aim of the study was to understand their holiday and leisure aspirations, what the idea is behind or what motivates their international travels, their travel experiences and class affirmations. This exploration included the challenges and frustrations such as Ebola scare, racism, issues with foreign exchange and variations from these international visits. Data was collected through interviews with upper black middle class who are based in the Buffalo City Metro Municipality in East London, Eastern Cape. Findings from this study revealed that consumption patterns of the emerging black middle class to diverge substantially from the other groups, in terms of greater signalling of social status via visible consumption and preoccupation with reducing an historical asset deficit. Various themes emerged as meanings attached to international travelling and leisure by those black middle class international travellers. These are sense of wealth, status, religion, self-esteem, sense of reward, bonding with friends and conspicuous/visible consumption.
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