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Challenges in smart tourism: a media content analysis of digital barriers for senior tourists in China

• Original Research
• Published: 16 October 2023
• Volume 25 , pages 665–682, ( 2023 )

Cite this article

• Yuanyuan Shi   ORCID: orcid.org/0000-0003-0005-7106 2 &
• Tianyu Qin 1  

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Digital transformation, as a key enabler of smart tourism, is increasingly being used to address pandemic-related challenges. Growing with the rapidly aging population, senior tourists are more likely to be digitally excluded. This study utilized media content analysis to examine the digital barriers senior tourists encounter in the post-pandemic era. Online news reports between January 2020 and December 2022 were collected from WiseSearch, a Chinese news database. Reports containing detailed scenario information about digital barriers for senior tourists were selected. High-frequency word analysis and thematic keyword analysis were used to analyze the digital barriers for senior tourists in four scenarios: before-travel, during-travel, pandemic control, and smart tourism application. Then, mitigating measures were proposed based on fourteen demonstration cases of senior-friendly smart tourism. The findings underscore the concerns raised in the media about this topic and reveal the details of digital barriers in each scenario. This study highlights the issues of senior tourists in smart tourism and guides developing solutions from both technological and service approaches.

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Acknowledgements

We are grateful to Dr. Anan Hu, Dr. Lan Xue, Dr. Danni Zheng, and Dr. Yixuan Liu for their feedback.

This research was funded by National Natural Science Foundation of China (71902113, 72074052 and 71901072).

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Xu, Y., Shi, Y. & Qin, T. Challenges in smart tourism: a media content analysis of digital barriers for senior tourists in China. Inf Technol Tourism 25 , 665–682 (2023). https://doi.org/10.1007/s40558-023-00270-z

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Received : 10 October 2022

Revised : 20 August 2023

Accepted : 05 September 2023

Published : 16 October 2023

Issue Date : December 2023

DOI : https://doi.org/10.1007/s40558-023-00270-z

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What's the problem with overtourism?

With visitor numbers around the world increasing towards pre-pandemic levels, the issue of overtourism is once again rearing its head.

When locals in the charming Austrian lakeside village of Hallstatt staged a blockade of the main access tunnel, brandishing placards asking visitors to ‘think of the children’, it highlighted what can happen when places start to feel overrun by tourists. Hallstatt has just 800 residents but has opened its doors to around 10,000 visitors a day — a population increase of over 1,000%. And it’s just one of a growing number of places where residents are up in arms at the influx of travellers.

The term ‘overtourism’ is relatively new, having been coined over a decade ago to highlight the spiralling numbers of visitors taking a toll on cities, landmarks and landscapes. As tourist numbers worldwide return towards pre-pandemic levels, the debate around what constitutes ‘too many’ visitors continues. While many destinations, reliant on the income that tourism brings, are still keen for arrivals, a handful of major cities and sites are now imposing bans, fines, taxes and time-slot systems, and, in some cases, even launching campaigns of discouragement in a bid to curb tourist numbers.

What is overtourism?

In essence, overtourism is too many people in one place at any given time. While there isn’t a definitive figure stipulating the number of visitors allowed, an accumulation of economic, social and environmental factors determine if and how numbers are creeping up.

There are the wide-reaching effects, such as climate change. Coral reefs, like the Great Barrier Reef and Maya Bay, Thailand, made famous by the Leonardo DiCaprio film, The Beach , are being degraded from visitors snorkelling, diving and touching the corals, as well as tour boats anchoring in the waters. And 2030 transport-related carbon emissions from tourism are expected to grow 25% from 2016 levels, representing an increase from 5% to 5.3% of all man-made emissions, according to the United Nations World Tourism Organisation (UNWTO). More localised issues are affecting locals, too. Renters are being evicted by landlords in favour of turning properties into holiday lets, and house prices are escalating as a result. As visitors and rental properties outnumber local residents, communities are being lost. And, skyrocketing prices, excessive queues, crowded beaches, exorbitant noise levels, damage at historical sites and the ramifications to nature as people overwhelm or stray from official paths are also reasons the positives of tourism can have a negative impact.

Conversely, ‘undertourism’ is a term applied to less-frequented destinations, particularly in the aftermath of the pandemic. The economic, social and environmental benefits of tourism aren't always passed on to those with plenty of capacity and, while tourist boards are always keen for visitors to visit their lesser-known attractions, it’s a more sustainable and rewarding experience for both residents and visitors.

What’s the main problem with it?

Overcrowding is an issue for both locals and tourists. It can ruin the experience of sightseeing for those trapped in long queues, unable to visit museums, galleries and sites without advance booking, incurring escalating costs for basics like food, drink and hotels, and faced with the inability to experience the wonder of a place in relative solitude. The absence of any real regulations has seen places take it upon themselves to try and establish some form of crowd control, meaning no cohesion and no real solution.

Justin Francis, co-founder and CEO of Responsible Travel, a tour operator that focuses on more sustainable travel, says “Social media has concentrated tourism in hotspots and exacerbated the problem, and tourist numbers globally are increasing while destinations have a finite capacity. Until local people are properly consulted about what they want and don’t want from tourism, we’ll see more protests.”

A French start up, Murmuration, which monitors the environmental impact of tourism by using satellite data, states that 80% of travellers visit just 10% of the world's tourism destinations, meaning bigger crowds in fewer spots. And, the UNWTO predicts that by 2030, the number of worldwide tourists, which peaked at 1.5 billion in 2019, will reach 1.8 billion,   likely leading to greater pressure on already popular spots and more objection from locals.

Who has been protesting?

Of the 800 residents in the UNESCO-listed village of Hallstatt, around 100 turned out in August to show their displeasure and to push for a cap on daily visitors and a curfew on tour coach arrivals.

Elsewhere, residents in Venice fought long and hard for a ban on cruise ships, with protest flags often draped from windows. In 2021, large cruise ships over 25,000 tonnes were banned from using the main Giudecca Canal, leaving only smaller passenger ferries and freight vessels able to dock.

In France, the Marseille Provence Cruise Club introduced a flow management system for cruise line passengers in 2020, easing congestion around the popular Notre-Dame-de-la-Garde Basilica. A Cruise Lines International Association (CLIA) spokesperson said, “Coaches are limited to four per ship during the morning or afternoon at the Basilica to ensure a good visitor experience and safety for residents and local businesses. This is a voluntary arrangement respected by cruise lines.”

While in Orkney, Scotland, residents have been up in arms at the number of cruise ships docking on its shores. At the beginning of 2023, the local council confirmed that 214 cruise ship calls were scheduled for the year, bringing around £15 million in revenue to the islands. Following backlash from locals, the council has since proposed a plan to restrict the number of ships on any day.

What steps are being taken?  

City taxes have become increasingly popular, with Barcelona increasing its nightly levy in April 2023 — which was originally introduced in 2012 and varies depending on the type of accommodation — and Venice expects to charge day-trippers a €5 fee from 2024.

In Amsterdam this summer, the city council voted to ban cruise ships, while the mayor, Femke Halsema, commissioned a campaign of discouragement, asking young British men who planned to have a 'vacation from morals’ to stay away. In Rome, sitting at popular sites, such as the Trevi Fountain and the Spanish Steps, has been restricted by the authorities.

And in Kenya’s Maasai Mara, meanwhile, the Narok County governor has introduced on-the-spot fines for off-roading. He also plans to double nightly park fees in peak season.

What are the forecasts for global tourism?  

During the Covid pandemic, tourism was one of the hardest-hit industries — according to UNWTO, international tourist arrivals dropped 72% in 2020. However, traveller numbers have since been rapidly increasing, with double the number of people venturing abroad in the first three months of 2023 than in the same period in 2022. And, according to the World Travel Tourism Council, the tourism sector is expected to reach £7.5 trillion this year, 95% of its pre-pandemic levels.

While the tourism industry is forecast to represent 11.6% of the global economy by 2033, it’s also predicted that an increasing number of people will show more interest in travelling more sustainably. In a 2022 survey by Booking.com, 64% of the people asked said they would be prepared to stay away from busy tourist sites to avoid adding to congestion.

Are there any solutions?  

There are ways to better manage tourism by promoting more off-season travel, limiting numbers where possible and having greater regulation within the industry. Encouraging more sustainable travel and finding solutions to reduce friction between residents and tourists could also have positive impacts. Promoting alternative, less-visited spots to redirect travellers may also offer some benefits.

Harold Goodwin, emeritus professor at Manchester Metropolitan University, says, “Overtourism is a function of visitor volumes, but also of conflicting behaviours, crowding in inappropriate places and privacy. Social anthropologists talk about frontstage and backstage spaces. Tourists are rarely welcome in backstage spaces. To manage crowds, it’s first necessary to analyse and determine the causes of them.

Francis adds: “However, we must be careful not to just recreate the same problems elsewhere. The most important thing is to form a clear strategy, in consultation with local people about what a place wants or needs from tourism.”

As it stands, overtourism is a seasonal issue for a small number of destinations. While there is no one-size-fits-all solution, a range of measures are clearly an option depending on the scale of the problem. For the majority of the world, tourism remains a force for good with many benefits beyond simple economic growth.

Related Topics

• OVERTOURISM
• SUSTAINABLE TOURISM

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A technological tool for effective communication between the leading players in the Moscow tourism market and representatives of the foreign/regional tourism industry through online events. OBJECTIVES: • Building long-term cooperation with foreign/regional representatives • Raising awareness among foreign/regional representatives of the tourism industry of the tourism opportunities, measures and attractiveness of the city of Moscow in the field of tourist infrastructure development

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The Tourism Committee, or Mostourism, is the executive body of the Moscow City Government that oversees tourist activities in the capital. The Committee is responsible for legislative initiatives, congress and exhibition activities, and event and image projects. As the brand manager for an attractive tourism image for Moscow, Mostourism constantly analyses global trends, offers Russian and foreign tourists what they want, and also uncovers new opportunities for the capital in terms of interesting and rewarding leisure activities.

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Moscow City Tourism Committee concludes its first-ever digital roadshow in India to a resounding success

The 4-day panned virtual event was specially curated to present the “City of Moscow” as an attractive travel destination to the vibrant Indian outbound travel fraternity spread across 15 major cities PAN India.

Moscow tops the main category at World Travel Awards

Moscow wins in two categories of world travel awards europe, dear moskvichi: 10 stories about moscow told by its citizens.

The main component of each city is its residents. Moscow City Tourism Committee is launching Moskvichi, a special project that aims at showcasing the city through its residents' stories.  

Sergey Sobyanin proposed voting for Moscow at the World Travel Awards

Natalya Sergunina: City tours in honour of International Tourist Guide Day attracted over 3,500 visitors

Natalya sergunina: five moscow hotels were included in the annual forbes travel guide star award ranking.

For the first time, the Four Seasons Hotel Moscow, opened in 2014, was awarded the highest 5-star rating. In addition, the 4-star rating was awarded to Lotte Hotel, The Ritz-Carlton, and Ararat Park Hyatt in Moscow. The “Recommended” rating was awarded to The St. Regis Nikolskaya Hotel in Moscow.

#valentines: romantic photography locations in Moscow

Over 15 Thousand People Visit Tourist Information Centre During Journey to Christmas Festival

Moscow restaurant listed in the russian book of records.

Birds, a restaurant with a panoramic view of Moscow, has set a record and become officially the highest restaurant and club in Europe. This fact has been registered in the Russian Book of Records. The restaurant is located in Moscow-City (MIBC).

Business meetings, VR travels, and the iconic Moscow ice cream: FITUR tourism trade fair recap

More than 500 people have applied to participate in the Moscow Travel Hack

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FITUR Madrid 2020 will be the first international event this year where Moscow will present its tourism potential. It will be held from 22 to 26 January.

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TravMedia's International Media Marketplace (IMM) is the leading global networking event connecting the travel industry with editors, journalists, broadcasters, and influencers. Celebrating its 12th year in 2024, IMM is the unmissable annual event for travel media and PR professionals to connect and nurture relationships. Prescheduled meetings between exhibitors and media are IMM’s cornerstone. At IMM, you can pitch a year's worth of stories, FAM trips, and features in a day. Attendees also love the show for unrivaled relationship-building and networking opportunities. We look forward to welcoming you to Javits Center, NYC, in January!

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Business tourist flow from India to Moscow on the rise: Evgeny Kozlov

Business + Leisure Travel and MICE 2023 opened on 29 th of September with a keynote speech from the Chairman of The Moscow City Tourism Committee, Evgeny Kozlov. In his speech, the Chairman spoke about the potential for MICE and business tourism in Moscow and the growing number of Indian businessmen who are choosing Moscow as their preferred destination for business events.

Evgeny Kozlov highlighted that the number of business tourists is expected to grow in the coming years. One of the factors supporting the growth of interest from Indian businessmen was the launch of electronic visa program. From August 1, 2023, it has become easier for Indian citizens to organize a trip to Moscow – they can come simply by applying for an electronic visa. The validity period of an e-visa is 60 days from the date of its issuance. You can stay with it in Russia for 16 days. An e-visa has several advantages over a traditional visa. To obtain it, you do not need to go to consulates or embassies, and the only documents required are a digital photograph of your face and a scan of the page with your passport data.

“Before the pandemic, the tourist flow from India grew by 12-15 percent annually. Now we are on the road to recovery – all the conditions have been created for this. Every year hundreds of international exhibitions, forums, congresses and conferences are held in Moscow. Over the past year, about 3.5 million people visited the capital for business purposes and a significant share of them are from India” – he said.

Evgeny Kozlov emphasized that Moscow is a growing hub for international business events and Indian businessmen could benefit from attending these events to expand their network and explore potential business opportunities. The Moscow MICE Ambassadors program, which also premiered at the exhibition, aims to promote Moscow as a preferred destination for business tourism, and Indian businessmen who have completed the program can serve as valuable resources for organizing conferences and events in Moscow. Furthermore, Moscow offers a range of world-class facilities and services for business travelers, including conference centers, hotels, transportation, and sightseeing. He also mentioned that Moscow’s rich cultural heritage and vibrant nightlife could provide Indian businessmen with unique experiences that could enhance their overall business trip.

In conclusion, Evgeny Kozlov expressed his optimism for the future of MICE and business tourism in Moscow. Thus, in October 2023, Moscow will host the largest MICE Congress in Russia. Among the participants are 14 countries, including Indians. The event will provide a platform for businesses in the travel and tourism industry to showcase their products and services.

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Google announces new features for travel.

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Google has announced several new features for Google Maps and Google Search aimed at helping people find less carbon-intensive ways of traveling and commuting.

One of the key additions is a new EV filter on google.com/travel, enabling users to locate hotels that offer onsite EV charging facilities. Additionally, numerous updates have been made on Maps to facilitate the discovery of charging stations.

When planning a trip, users will now have access to suggested charging stops, forecasted energy consumption, and more.

Google Map EV Charger Stations Updates

Furthermore, in addition to the EV updates, Google Maps will now assist users in finding lower-carbon travel alternatives.

Highlights from Googles Press Release: More sustainable ways to commute & travel:

• Driving alternatives in Google Maps: When people look up driving directions, we’ll soon show a public transit or a walking suggestion next to driving routes, if travel times are comparable and practical (coming to 15+ cities).
• Trains & buses in Google Search: You can now see train schedules & ticket prices directly in Search, for rail travel in 38 countries around the world (including the US), as well as long-distance buses in 15 countries. This is an expansion of an existing feature.
• Train suggestions on Google Flights: In the months ahead, when you’re on Google Flights and there’s a reasonable rail alternative, you’ll see train route suggestions in the flight search results. This builds on similar suggestions we already show in Google Search for flight queries.
• Travel Impact Model: You can already see estimated emissions in Google Flights, powered by our Travel Impact Model methodology. Now, estimates from the Travel Impact Model are also available through a developer API , a Google Sheets extension and a calculator on the TIM website .

Electric vehicles:

• Google Maps (all features coming soon):
• EV Charging Station Pins: We’ll highlight nearby EV charging stations for in-car Maps, with information about station availability and charging speeds.
• AI-powered summaries for EV charging stations: AI summaries from user reviews will better help users pinpoint charging stations.
• Multi-waypoint EV trip planning: When users create a multi-stop trip, in-car Maps will suggest required charging stops.
• Google Search - Hotels:
• You can use the new EV filter on google.com/travel to find hotels that offer on-site EV charging. This is already live.

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Alaska Native Heritage Center ready to rouse ‘sleeping giant’ of cultural tourism

Research shows cultural tourism is on the rise in Indian Country, because travelers crave authenticity and want deeper experiences with Indigenous peoples — a trend that could help Alaska tribes develop their own tourism businesses.

The Alaska Native Heritage Center is one of five Indigenous groups that will receive federal money to expand cultural tourism. The Heritage Center’s director, Emily Edenshaw, predicts it will benefit the state’s entire travel industry.

“It’s a sleeping giant,” Edenshaw said. “It’s untapped.”

Edenshaw says it’s an opportunity to re-think tourism in Alaska, which she believes has come to rely too much on wildlife and scenery to draw tourists.

“Come and see the mountains and the brown bears — and come explore and discover and go on the glaciers and look at the berries,” says Edenshaw, reciting the typical travel industry pitch that she says needs to be updated. “What about the Indigenous experience? Our people have been here for 10,000 years, in some cases even longer than that.”

The Heritage Center will receive about $50,000 to boost tourism. The money comes from the Office of Indian Economic Development, under the Bureau of Indian Affairs, which has partnered with the American Indian Alaska Native Tourism Association to oversee the grants.

The association’s director, Sherry Rupert, says it’s a good time to invest in Indigenous tourism.

“Visitation to our communities is increasing. That’s why we’re so interested in supporting efforts up in Alaska,” Rupert said. “Alaska has the largest number of federally recognized tribes than in any other state. There is so much potential there for these small communities.”

Rupert says cultural tourism not only creates jobs and economic opportunity, but also helps tribes hold on to their heritage.

“I think it really sparks a light and really sparks that pride in who they are, so it helps us to preserve our cultural identity.”

Edenshaw says the AIANTA grant will be used to create a new position, a cultural tourism navigator, who will work with other communities to develop their own visitor experiences.

The grant will also be leveraged with other public and private funds — and will augment ongoing efforts at the Heritage Center to study on the impacts of cultural tourism.

“We need to get the data. We need to know how many jobs it creates. We need to know the economic impact through a cultural tourism lens,” said Edenshaw. “And the truth is, this has never happened in Alaska.”

As the Heritage Center approaches its 25th anniversary, Edenshaw says tourism is not just about how Alaska Native cultures lived in the past. She says it’s also about their future.

Edenshaw hopes that as Indigenous tourism grows, it will help to bridge cultural divides within the state by giving Alaskans an appreciation for Native cultures, as well as generate empathy and understanding for some of the struggles and historical trauma Native peoples have faced.

Other organizations to receive AIANTA funding for cultural tourism are: the St. Regis Mohawk Tribe in New York, the Pine Ridge Area Chamber of Commerce in South Dakota, the Shonto Economic Development Corporation in Arizona and the Native Hawaiian Hospitality Association in Hawaii.

Rhonda McBride, KNBA - Anchorage

Related articles more from author, chickaloon tribal policing to expand to non-native alaskans under unique state authorization, alaska senate proposes $7.5m aid package for struggling fish processors, confession leads to cold-case arrest in fatal 2009 shooting at anchorage hotel.

World Heritage Day 2024: An Overview of Heritage Tourism and UNESCO’s Impact

T oday, April 18, 2024, marks the 41st installment of World Heritage Day, also known as the International Day for Monuments and Sites.

Organized by the United Nations Educational, Scientific and Cultural Organization (UNESCO), this annual event aims to celebrate the world’s historic buildings and manmade monuments, raise public awareness, and highlight the need to protect them.

Every year, new sites earn World Heritage status.

In 2023, UNESCO inscribed 45 of them. These included Viking-age ring fortresses in Denmark, the Andrefana dry forests of Madagascar, and a striking network of karst and cave systems in Italy . It brought the total number of heritage locations to 1,199 in 168 countries.

Europe and North America host the lion’s share, with 565 sites. Asia and the Pacific have the second largest number, with 289. Latin America and the Caribbean are home to 149, Africa has 103 heritage sites, and the Arab States have 93.

Defining and Protecting World Heritage

Each World Heritage listing falls into one of three categories : cultural, natural, or mixed.

Examples of cultural heritage include ancient buildings, historic towns, prominent archaeological sites, and even works of art. Natural heritage locations may showcase rare or outstandingly beautiful natural phenomena or be home to endangered fauna and flora.

Mixed sites, which contain elements of both cultural and natural heritage, are by far the least common type of listing.

Regardless of location or category, every World Heritage location has something in common. They’re deemed of “outstanding universal value” and meet at least one of 10 criteria for selection.

They may “represent a masterpiece of human creative genius,” for instance, or “be an outstanding example of a type of building…which illustrates significant stage(s) in human history.” As a result, they’re considered worth celebrating and protecting for future generations.

Nonetheless, many are at risk.

The List of World Heritage in Danger contains 56 locations, including Abu Mena in Egypt and Palmyra in the Syrian Arab Republic. Being added to this list means the World Heritage Committee can issue immediate financial support to the site from the World Heritage Fund .

Heritage Tourism: A Mixed Blessing?

Future generations aren’t the only beneficiaries of identifying and protecting UNESCO World Heritage Sites. Earning the title brings international recognition that delivers a sizable economic boost.

A recent study in Italy found that the UNESCO designation increased income per capita by more than 2%. Property prices were similarly impacted, with luxury dwellings in urban areas climbing more than 10% in value.

According to the authors, money enters local economies in two primary ways. One is via a “gentrification channel,” whereby demand for housing increases among “affluent individuals attracted by the amenity value of [World Heritage List] sites.”

The second is from an influx of tourists.

Heritage tourism was a $557 billion industry in 2021, and it is expected to grow by 3.8% annually until 2030. Market intelligence company My Travel Research describes heritage visitors as “high-yield” tourists who spend more daily and stay longer than other travelers.

This industry is a significant source of employment, too. Culture and heritage tourism directly support more than 50 million jobs in APEC countries alone.

Yet UNESCO’s endorsement can also have drawbacks.

By putting these locations on the proverbial map, it can lead to eventual overtourism and commercialization. In an oft-cited 2014 essay in the New Left Review, Italian journalist Marco D’Eramo calls this Unescocide and describes receiving a World Heritage listing as “the kiss of death.”

Countries With the Most World Heritage Sites

With 59 heritage locations , Italy now has the most UNESCO sites on the planet. Some are infamous, such as Venice and its lagoon. Another is the historic center of Rome , which has some of the best things to do in Bel Paese . Others are less well-known, including the medieval Castel del Monte or the Villa d’Este in Tivoli.

China is home to the second-largest number of UNESCO sites. It currently has 57 in total, including four mixed heritage locations. Among the most notable is the Mausoleum of the First Qin Emperor, which contains the famous terracotta warriors.

France and Germany share third place, with 52 heritage locations each. Spain has 50 properties inscribed on the World Heritage List, putting it in fourth place. Next is India, with 42, followed by Mexico, with 35, and then the United Kingdom, which has 33.

The Russian Federation now has 31 UNESCO sites, Iran boasts 27, and Japan and the United States of America both have 25.

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'Conan O'Brien Must Go' is side-splitting evidence of life beyond late night TV

Eric Deggans

Conan O'Brien dresses as a Viking in Norway. Conaco/Max hide caption

Conan O'Brien dresses as a Viking in Norway.

To be honest, when I first heard Conan O'Brien was ending his TV talk show in 2021, I assumed news that he might turn to variety shows and online programs to continue his career was some combination of face-saving and wishful thinking.

But after watching the four episodes of his new Max series Conan O'Brien Must Go , it's now obvious — even to a thickheaded critic like me — that leaving late night TV really was liberating for O'Brien. He's leveraged his unique sensibility into several different podcasts, a deal with Sirius XM , specials featuring other stand-up comics and now this travel series for Max — which resembles jokey specials he did for cable channel TBS back in the day.

And as the late night TV genre crumbles under sagging viewership and the decline of traditional media, O'Brien's renaissance also provides an example for the future — where fertile comedy minds and talented performers can spread their work over a much larger canvas.

Pop Culture Happy Hour

Is conan o'brien the best 'hot ones' guest ever discuss., learning a lesson from 'hot ones'.

O'Brien already made a splash recently with his brilliantly maniacal appearance on the interview-while-eating-hot-wings show Hot Ones , slobbering over hot sauces while claiming, as he was checked over by a fake doctor, that "I'm fine! I'm perfectly f*****g fine!"

This is the place where O'Brien shines — he's called it "this strange phantom intersection between smart and stupid" — and it's on full, freakish, super silly display in every episode of Conan O'Brien Must Go .

The conceit of the show is pretty simple. O'Brien heads overseas to visit average folks in Norway, Argentina, Thailand and Ireland who had once Zoomed in to speak with him on the podcast Conan O'Brien Needs a Fan . Sometimes the visits seem like a surprise — he catches one aspiring Norwegian rapper in shorts and Crocs after popping up on his doorstep — and others seem a bit more planned, including his visit to a radio show with about four listeners in Buenos Aires.

Each episode begins with a solemn monologue which sounds like it is delivered by the film world's most eccentric voice, German filmmaker and actor Werner Herzog (he's not credited in the show and when asked, a publicist at Max shared a quote from O'Brien: "I can neither confirm nor deny the voice in question.")

The torturous accent by "Herzog" makes every line sound absurdly hilarious, describing O'Brien as "the defiler ... with dull, tiny eyes ... the eyes of a crudely painted doll ... he scavenges in distant lands, uninvited, fueled by a bottomless hunger for recognition and the occasional selfie."

Now that's smart. And oh so stupid.

A funhouse mirror version of a travel show

O'Brien performs onstage with a fan in Norway Conaco/Max hide caption

O'Brien performs onstage with a fan in Norway

Fans of O'Brien's Conan Without Borders specials on TBS already know what his style is when he tackles a travel show — throwing himself into outrageous reactions and situations while working his quirky brand of improvised conversations with hapless bystanders.

In the Max series Conan O'Brien Must Go , that includes O'Brien offering screechy vocals onstage during a performance of a Norwegian emo/rap band. Or asking provocative questions of a couple therapist/sex expert. Or getting beat up in a "fight" with a 10-year-old boy in a bar.

It's all an excuse for O'Brien to unleash his energetic wit, taste for silly absurdity and skill at drawing laughs from sympathetic — if often befuddled — strangers. Whether you enjoy this special will depend on how you feel about O'Brien's style, which can feel a bit like the world's best class clown doing everything possible to make you crack a smile.

(Rent a family in Norway so they can say goodbye when he gets on a SeaCraft? Check. Get local artists to paint a mural of O'Brien, a soccer star and The Pope on the side of a building in Argentina? Double check.)

'Conan O'Brien Needs A Friend' Is A Joke Name For A Podcast — Sort Of

But what amazes in a larger sense is how O'Brien has turned his sensibility into a comedy brand to fuel work on many different platforms. And, at age 60, with more than 30 years as a comedy star, he's been released from the shackles of any genre to shine wherever he chooses — whether it's an episode of Hot Ones or a streaming service which sometimes looks like a collision between True Detective and 90 Day Fiancé .

Leaving late night TV as late night left him

I'm old enough that I started covering TV not long after O'Brien made his first move from the shadows of life as a comedy writer – he worked on Saturday Night Live and The Simpsons — to succeed David Letterman in 1993 as host of NBC's show Late Night (now hosted by Seth Meyers). Back then, NBC gave O'Brien years to figure out the show, honing his smartly serious comedy in a way that would inspire then-teenage fans like Seth Rogen and Bill Hader .

O'Brien left NBC after a disastrous deal where the network tried to make him host of its venerated late night program The Tonight Show and also keep its former host Jay Leno at the network. He moved to a late night show on TBS in 2010, but even then, there was a sense that his creativity was a bit hemmed in by the format.

After 28 Quirky Years, Conan O'Brien Is Leaving Late Night

By the time he left his TBS show Conan for good, it seemed O'Brien was already caught in a trend which would hobble other late night shows — as young viewers consumed his content online and ratings on cable dropped.

Now, with a podcast and digital media company worth many millions and growing status as a TV comedy legend still willing to do almost anything for a laugh, O'Brien is proving there is a successful life beyond late night.

Particularly, if you have the talent to play the fool while leaving little doubt you're also the smartest person in the room.

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