I think a lot of this is related to class. In the US at least rich is sometimes used in relation to money/lifestyle and sometimes (usually?) used to refer to cl

I think a lot of this is related to class. In the US at least rich is sometimes used in relation to money/lifestyle and sometimes (usually?) used to refer to class. Class wise it refers to upper-class or people who don't have to work. So if you asked one of these affluent tourists if they are rich, they might say no as in 'no, I work for a living'.