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The Further Branding Of Everest...drive all the way to basecamp

© DesperateDan
No longer just the world's highest mountain, Everest is a brand and to climb it is to buy shares in the Everest industry, as well as an experience of a lifetime. Summit success no doubt ensures everlasting bragging rights at dinner parties and financial reward on the lecture circuit, although the latter is getting quite competitive with over 500 people summiting this spring bringing the total of summiteers to nearly 3,000. There are numerous competing Everest websites if you want the exact number (don't forget to buy an altimeter whilst you are there).

And soon you will be able to drive right up to it in your 4-wheel drive Toyota, film crew and PR department in tow.....as well as the accessories you need to perform your stunt to attract attention.

Cynical? Maybe?

China's Xinhua News Agency has anounced that "China plans to build a highway on the side of Mount Everest to ease the Olympic torch's journey to the peak of the world's tallest mountain before the 2008 Beijing Games."

They continue, "Construction of the road, budgeted at $19.7 million would turn a 67-mile rough path from the foot of the mountain to a base camp at 17,060 feet into a blacktop highway fenced by undulating guardrails."

More reports at :www.guardian.co.uk, www.news.bbc.co.uk and www.yahoo.com, and being Everest, at several hundred other sources.


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19 Jun, 2007
I wonder if the growing suburbanisation of Everest effects how those who have climbed it feel about their experience? I met my first Everest summiteer lately, and what I thought was 'How much did you that cost you?', followed by 'Did you walk past anyone in trouble on your way to the top?' Only later did I think 'Wow, how did that feel?' which seems a pity.
20 Jun, 2007
Disgraceful. It seems that nothing is sacred anymore.
20 Jun, 2007
This is the Chinese government in Tibet. They will do as they please. In any case I should imagine many people will think taking the Olympic Torch up Everest is a pretty good wheese, even though this will no doubt cause more damage to the mountain than just a road. There will certainly be a lot more people, and there may well be more infrastructure along the lines of a cable car. I'm sure we will soon find out, as this is a status project like the rail link, or the Olympics itself. They won't be shy.
20 Jun, 2007
ahh, how fantastically demotic. about time the mountains were released from the grip of elitism
20 Jun, 2007
Why not? Sealed gondolas with piped oxygen - s'pose the wind could be an issue......
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