Exoticism is often talked about as if it were an objective quality. Some places are “exotic”; others aren’t. But in practice, exotic appeal is relative — shaped as much by where you live as by where you travel.
Nowhere is this clearer than when you compare the Canary Islands with Hawaii.
Distance changes everything
From a UK perspective, the Canary Islands are almost absurdly accessible. They sit just off the coast of Africa, but politically and logistically they function as a near-European destination. In December — peak winter-sun season — it’s not unusual to see flights for the price of a takeaway. I’ve personally paid as little as around £15 each way for a ticket in relatively recent years, with cabin baggage fees being a relatively recent complication.
Hawaii, by contrast, is a serious commitment. Flights from the UK alone are unlikely to leave much change from £600, and that’s before accommodation, food, or local transport (especially car hire!) enter the picture.
Yet if you flip the map and imagine living in California, the logic reverses. Hawaii becomes a long domestic hop across the Pacific. The Canary Islands, meanwhile, turn into an awkward, intercontinental expedition — distant, unfamiliar, and far from cheap to get to.
The places themselves haven’t changed. Only the viewer has.
Exoticism versus effort
This is where relative exoticism becomes useful as a concept. Exotic appeal isn’t just about volcanoes, beaches, or latitude. It’s also about effort, cost, and friction.
From the UK:
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The Canary Islands feel impressive because they deliver dramatic landscapes, reliable sunshine, and cultural difference with almost no logistical pain.
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Hawaii feels more impressive, but the effort and cost are so high that it moves into a different psychological category: “once-in-a-lifetime” rather than “let’s go this winter”.
From California:
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Hawaii may feel special, but it’s also familiar — heavily mediated through American culture, media, and domestic tourism.
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The Canary Islands regain some of their exotic charge precisely because they’re harder to reach and less embedded in everyday reference points.
Exoticism, in other words, isn’t erased by familiarity — it’s reweighted.
Value for money as an exotic multiplier
There’s another dimension that rarely gets acknowledged: value for money.
The Canary Islands punch well above their weight:
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Volcanic landscapes (especially Lanzarote and Tenerife)
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Distinct ecosystems
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A climate that feels almost unreal in a European winter
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Vast amounts of affordable accommodation
Hawaii may be more spectacular in absolute terms, but it’s also extremely expensive. That cost subtly reshapes the experience. You don’t just consume the place — you constantly measure it against what you’re paying.
Relative exoticism includes this calculation, whether we admit it or not. A place that delivers wonder cheaply can feel more exotic, more liberating, and more generous than a place that delivers even greater wonder at a punishing price.
A simple way to think about it
Relative exoticism isn’t about ranking destinations globally. It’s about recognising that:
Exotic appeal lives in the gap between a place and the person encountering it.
That gap is shaped by:
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geography
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income
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flight networks
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media exposure
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and personal expectation
From the UK, the Canary Islands can feel like extraordinary value — a near-miraculous escape from winter. From California, Hawaii might occupy that role instead. However, once on either group of islands, the costs still remain quite different.