Every child at some points learns about ‘Cockaigne’ a land free of efforts and sorrows. This land, depicted as a landscape that is full of food and pleasure, has been a dreamland since ancient times. Originating from the biblical ‘Land of milk and honey’, it developed into a medieval dream of peasant society. The tourism industry is using this dreamland approach in marketing to display an effortless landscape for the tourist, in which they can fulfil their hedonic desire for pleasure. Though a state of effortless is perceived luxurious, such a ‘luxury’ is not to be found in luxury travel, but in packaged and cruise travel available to middle-class and income consumers. As a result, the touristic inhabitants of ‘Cockaigne’ can be considered the descendants of the mediaeval peasant society, when it comes to their touristic dreams.