WHY 2023 WILL BE THE YEAR OF SLOW TOURISM
Modern tourism is changing, and slow travel has emerged as a growing trend as travellers reduce their pace in hopes of a more immersive experience
How do you travel?” is one of the most complex questions you can ask considering the current exposure and diversity in the tourism landscape. There’s something for every whim, from over-the-top aquatic suites in Dubai to living on $10 a day in budget surf camps in Portugal, consumers can now personalise their vacation that reflects who they are and create an experience that feeds the soul. For almost every category of travel, there’s been a shift in how people approach their journeys since the pandemic — yet the slowed-down pace of travel is one common theme that the industry has experienced as a whole.
The origin of this trend can be traced back to 1986 when Carlos Petrini — an Italian activist and author who protested against the opening of a McDonald’s in Rome. His aim was to protect traditional methods of cooking and culinary art by arguing that the capitalist society values speed and efficiency over good food. This led to the beginning of the slow food movement and the underlying value also translated to other areas of life such as work and travel.
“More people are switching on ‘slow mode’ when visiting a place. This [trend] can be largely witnessed in places like Jaipur, where travellers would previously only spend two-three days to explore the city,” explains Rajendra Kumar Jaja, a travel expert and guide with Rajasthan Tourism. He adds, “The hop-on, hop-off sightseeing trend is disappearing as visitors are adjusting their pace, going to places in and around the destination that they visit and immersing themselves in one experience at a time.”
When Simran, 29 and Nitin Agarwal, 31 decided to finally take a vacation after working three years non-stop in their tech jobs, they quickly discovered that their previous style of planning an itinerary wasn’t working anymore. “From taking speedy city tours and trying new restaurants every day, we realised the experiences we were investing in didn’t necessarily add the values we were seeking,” says Simran.
She also explained how stressed they felt during their workdays and it seemed to have translated to their travels. “We knew we had to actively take a slower approach,” she adds.
Several types of research in the past decade have highlighted the emotional and value-related benefits of slow tourism such as an increase in happiness and overall confidence.
“The emphasis is on making connections and exploring each place — thoroughly for a deeper understanding of the local culture, cuisine, and way of life, and support the local community,” says Dhananjay Saliankar, head of sales and marketing of an Indian hotel chain. He adds, “Guests are parting with a jam-packed schedule and spending more time in hotel rooms to unwind, recharge, and rejuvenate. Today’s traveller is focused on quality, instead of trying to check off a list of attractions or touristic activities.”
The hop-on, hopoff sightseeing trend is disappearing as visitors are immersing themselves in one experience at a time.