Place and Lifestyle Migration: The Discursive Construction of 'Glocal' Place-Identity

International lifestyle migration is a rapidly growing worldwide phenomenon. Within Europe, increasingly large numbers of northern Europeans are moving south in search of what they perceive as a better quality of life. The typical representation of this form of migration suggests that it is consumption-led, tourism-related and leisure-based; it is to be located within late modern, global, elitist, borderless and highly mobile social practices. The question arises as to the role of local place in this type of migration process and in the construction of individual and collective social identities. Using data from advertising texts produced by a residential-tourism resort and from indepth interviews with British residents in the Golden Triangle area of the Algarve, Portugal, this article explores the relationships between discourse, identity, g/local place and lifestyle migration.