It can’t be denied that tourism is inextricably linked to certain destinations, landmarks and attractions. We dream of one day climbing the Eiffel Tower, going to Disneyland, diving at the Great Barrier Reef – and whether it’s part of an extended holiday or a once-in-a-lifetime trip, we are likely sharing the experience with hundreds of like-minded others.
Whether cultural, historical or simply Instagrammable, these well-known sites are icons for a reason. There are drawbacks, however. The commercialisation and overcrowding can take some magic out of the experience, and the hoards of tourists can have a negative impact on both the quality of life for local residents and the environment. There is a reason that cities such as Amsterdam and Venice are actively looking to decrease tourism, while other places are banning it all together to give nature time to recover. And while tourism is the backbone of many economies, it can be detrimental for local populations when they are pushed to the side by large corporations seeking to capitalise on on the latest hot destination.
It is unlikely that the iconic locations and attractions will ever stop drawing a crowd. Increasingly, however, travellers are seeking out more authentic experiences. Trending in 2023, "slow travel" is a type of travel that focuses on experiencing the local culture, history and way of life of a destination in a more authentic and meaningful way. This can be achieved by staying in locally-owned accommodations, eating local cuisine, participating in local activities and events, and engaging with the local community. The goal of authentic tourism is to immerse travelers in the local culture and to provide a more sustainable and responsible form of tourism, as opposed to mass-market or commercialised tourism that can have negative impacts on local communities and the environment.
There are several benefits to slow travel, including:
Immersion in local culture: Slow travel allows travelers to immerse themselves in the local culture and experience the local way of life in a more meaningful way. This can lead to a greater appreciation and understanding of the destination and its people.Authentic experiences: Slow travel prioritises authentic experiences over-commercialised tourism activities. This can result in more memorable and unique travel experiences.
Supporting local communities: By staying in locally-owned accommodations, eating local cuisine, and participating in local activities, slow travelers contribute to the local economy and help preserve local traditions and cultural heritage.
Sustainable tourism: Slow travel promotes sustainable tourism practices by reducing the negative impacts of mass tourism on local communities and the environment.
Reduced stress and increased relaxation: Slow travel is often less rushed and more relaxed, which can help reduce stress and increase overall well-being.
Deeper connections: Slow travel allows travelers to connect with local people and build deeper relationships, leading to a greater appreciation and understanding of different cultures and ways of life.
In short, slow tourism fosters a deeper connection and respect for a destination and the people who live there, placing emphasis on the local culture and history instead of an itinerary.
Though I didn’t have a name for it until it started trending, I am naturally a slow traveller. I have visited the “must-see” places everywhere I go, but inevitably it is the unscheduled moments I remember: getting lost in the neighbourhoods and alleys of Rome, nights out with locals despite not sharing a language, soaking in natural hot springs far off the beaten track after a day of snow shoeing. These days, I do no planning when I travel; I’d much rather leave it open to chance and have the flexibility to see what’s around the next corner.
Hotels would do well to pay attention to this trend. Fostering relationships with local businesses, hiring local staff, serving real local cuisine – there are many ways to bring more authentic elements into your business, even in larger brands with certain standards and guidelines to uphold. And if guests ask, ensure your team has the flexibility and knowledge to make recommendations outside of the usual routine answers. These can be surprisingly hard to come by, but would be truly appreciated by those of us seeking an experience we can’t read about in a magazine.