Precedents
The Soviet space program was aggressive in broadening the pool of cosmonauts from the very beginning. The Soviet Intercosmos program also included cosmonauts selected from Warsaw Pact members and later from allies of the USSR and non-aligned countries. Most of these cosmonauts received full training for their missions and were treated as equals, but especially after the Mir program began, were generally given shorter flights than Soviet cosmonauts. The European Space Agency took advantage of the program as well.
The U.S. Space Shuttle program included payload specialist positions which were usually filled by representatives of companies or institutions managing a specific payload on that mission. These payload specialists did not receive the same training as professional NASA astronauts and were not employed by NASA, so they were essentially private astronauts. NASA was also eager to prove its capability to Congressional sponsors, and Senator Jake Garn and (then-Representative, now Senator) Bill Nelson were both given opportunities to fly on board a shuttle. As the Shuttle program expanded, the Teacher in Space program was developed as a way to expand publicity and educational opportunities for NASA. Christa McAuliffe would have been the first Teacher in Space, but she was killed in the Challenger disaster and the program was canceled. During the same period a Journalist in Space program was frequently discussed, with individuals such as Walter Cronkite and Miles O'Brien considered front-runners, but no formal program was ever developed. McAuliffe's backup in the Teacher in Space Program, Barbara Morgan, trained and flew aboard STS-118 as a fully trained NASA payload specialist and spoke to many students as an educator during the trip.
With the realities of the post-Perestroika economy in Russia, its space industry was especially starved for cash. The Tokyo Broadcasting System (TBS) offered to pay for one of its reporters to fly on a mission. For $28 million, Toyohiro Akiyama was flown in 1990 to Mir with the eighth crew and returned a week later with the seventh crew. Akiyama gave a daily TV broadcast from orbit and also performed scientific experiments for Russian and Japanese companies. However, since the cost of the flight was paid by his employer, Akiyama could be considered a business traveler rather than a tourist.
In 1991, British chemist Helen Sharman was selected from a pool of public applicants to be the first Briton in space. As the United Kingdom had no human space program, the arrangement was by a consortium of private companies who contracted with the Russian space program. Sharman was also in a sense a private space traveler, but she was a working cosmonaut with a full training regimen.