EN
The aim of the article is to notice the cultural-cognitive character of the contemporary travel. Chasing the exotic, understood as a trial to save the authentic, has gained much strength in the world threatened by cultural unification. The vision of the world not touched by the Western culture has become a perfect selling material. This trend has been confirmed by incredibly popular traveling programs, as well as a rich and original offer of the traveling agencies, tempting clients with meeting the world of the Masai, Hamer or Mursi tribes. In the age of globalization the cultural tourism is an important alternative to mass travel, mainly aimed at entertainment.