Slow Tourism Alison Caffyn – Tourism Research Consultant 30 Oct 2007

1. Slow Tourism Alison Caffyn – Tourism Research Consultant 30 Oct 2007

2. Introduction • Background • Ludlow • Slow tourism

3. Slow - imagery

4. Slow tourism imagery?

5. What is slow? • Reaction against speed and the acceleration of culture • Seeking real experiences, enjoying life’s pleasures • Avoiding clock watching and perpetual hurry • Appreciating quality of life • Taking time to slow down

6. Slow movement • Slow Food • treating food products and production as part of cultural heritage, improving public knowledge of food • Cittaslow • Carl HonoréIn Praise of Slow • slow living, health, education, leisure, sex • Slow art, slow design, slow politics • Slow Travel (US)

7. Cittaslow • Origins in Italy • 60 goals relating to aspects of quality of life - ‘towns where it is good to live’ • Quality infrastructure and environment to help people savour and enjoy life at a human pace • Using best aspects of modern world to preserve tradition, environment and culture • Hospitality and service • Slow Food • Ludlow is first Cittaslow in UK and now UK Cittaslow HQ

8. Slowing down in everyday life • Reacting against long working hours, busy schedules, multi-tasking, impatience, road rage etc. • Downshifting • De-stressing activities – e.g. yoga • Healthy eating • Gardening, allotments • Local produce, organic boxes • Crafts, book groups, walking • Work-life balance • So why not slow holidays?

9. Fast Tourism • Long distances for short breaks • Crammed itineraries • Ticking off sites • Keeping in touch – mobiles, email, BlackBerries • Fast food • Advertising and technology • Adrenalin and speed • Superficiality • (Not all bad)

10. Slow Tourism – in principle • Minimise travel distance (at least by car/plane) • Maximise time for trip • Relax and refresh mind and body • Exploring local area in more depth • Contact with local people, culture and heritage • Food – local restaurants, markets, producers, local beer/wine • Children – creative and unstructured play • Minimum of technology and mechanisation • Quality of experiences and authenticity • Good for the environment – smaller carbon footprint and more sustainable • But also good for you

11. Slow Tourism - definition Tourism which involves making real and meaningful connections with people, places, culture, food, heritage and the environment. ‘People’ includes: • Local community • Your companions • Yourself

12. Slow holidays - examples • Wildlife watching • Yoga holidays • Spa breaks • Gastronomic tours or food safaris • Canal trips, sailing • Painting/crafts (eg FSC) • Conservation volunteer holidays (eg NT) • Cycling/walking/riding long distance routes • Canoe trips (eg river Wye) • Abroad by train/ferry

13. Questions • Is this new? • Is it just a luxury for the wealthy? • Won’t slow holidays be a bit dull?

14. Market forecasts • Henley Centre work for Visitbritain 2006 • Trends over next 10 years included: • Experience economy • Wellbeing • Environmental impact • Scenarios included: • Deep peace • Growing consumer types included: • Authenti-seeking • The busyness of leisure • The new puritans

15. Henley Centre for WTB More standardised tourism industry More individualised tourism industry

16. So what? • It’s a large and growing market – older people, stressed out couples and families, ‘discoverers’ and ‘traditionals’ • There are opportunities for mainstream businesses to make adjustments or offer extras • As well as developing specific slow products

17. Implications for tourism businesses • Offer relaxation facilities or services • Offer longer tours or extensions • Remove time restrictions and offer more flexibility • Offer discounts/benefits for longer stays • Enhance a relaxed atmosphere • Reduce prominence of technology • Train staff to recognise body language – impatience v relaxation • Offer slower more detailed options for interpretation • Promote public transport options • Provide information about local heritage, culture, landscape and how to explore it locally • Source food and other products locally and promote the fact • Develop specific slow tourism products

18. Balance • Some tourists want speed • Business tourists, impatient types • Scope to offer choice of speed • To suit timescales, and level of interest • Tempo giusto • The right speed for each activity or context

19. Implications for destinations e.g. Ludlow • Helping visitors slow down, chill out: • Outdoor cafes, viewpoints, benches, picnic sites, rowing boats, walks and cycle routes • Retain visitors locally and for longer • Heritage and culture, festivals and events • Food, restaurants, markets, specialist shops, Slow Food, local sourcing • Quality environment - Cittaslow - making more of local character and distinctiveness

20. Implications for holiday makers • Allow time to do justice to a destination • Choose a slow activity or learn something new • Explore the locality, resist whistle-stop tours • Choose genuine local eating places • Leave the BlackBerry at home • Allow time to prepare, research, pack etc – no last minute panics • Relax!

21. Slow holidays lead to: • More contentment and satisfaction • Better health • More communication • Happier consciences • More fulfilment • Sustained environments and economies

22. Slow Inpraiseofslow.com Cittaslow.org.uk Slowfood.org.uk Slowmovement.com Slowdownnow.org Slowsociety.se/eng Slowtrav.com Idler.co.uk Ludlow Ludlow.org.uk Localtoludlow.org.uk Foodfestival.co.uk Visitsouthshropshire.co.uk Useful websites