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In recent years charter tourism as a convenient and cost-effective mode of travelling has been declining. This may be related to dominating societal ideals promoting self-actualization indi- vidual exploration and spontaneity. However, not much is known about the development ol ideals and practices among charter tourists. By use of ethnographic fieldwork methodology, including prc-dcpatture and post-travel telephone interviews, this exploratorY study tigated a group of Danish charter tourists travelling to Gran Canaria. Results show that th~ charter tourists were active in navigating between a series of central dilemmas posed by the consumption of a mass product ri an individualized societal context, thereby shaping their experiences to form a desirable tourist product. [ABSTRACT FROM AUTHOR]