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Terena Tamai
Terena Tamai
Consumer Mind I International Marketing I Woman in Tech I Entrepreneur I Social Impact
Published Feb 7, 2024
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In a fast-paced world where every minute counts, the travel trends for 2024 are also about 'slow travel' - a concept that prioritizes relaxation and connection over anxious schedules and bustling city tours.
Embracing the Slowcation
Since the pandemic, there has been a noticeable shift in travel preferences. The once popular fast-paced, checklist-style vacations, inspired by titles such as "1000 Places to See Before You Die" are becoming less desirable. In contrast, the concept of 'slow travel' — a travel style that emphasizes deeper, more meaningful interactions with local cultures, rather than superficial experiences — is on the rise. In 2024, embracing a slower pace while traveling is not only widely accepted, but it is also celebrated.
Why the Shift?
The shift towards slow travel can be linked to a broader cultural change where mental health and self-care are taking center stage. In a world that's always connected, people are seeking opportunities to disconnect and decompress. This desire for a slower pace is reflected in trending Pinterest search terms like 'Staycation hotel' (+70%), 'Solo traveling' (+145%), 'Slow life' (+60%), 'Digital detox challenge' (+80%), and 'ASMR sleep' (+165%).
The Appeal of Slow Tourism
The origins of the slow movement can be traced back to Italian activist and journalist Carlo Petrini. In 1986, Petrini famously protested the opening of McDonald's first Italian outlet near Rome's Piazza di Spagna by distributing homecooked penne pasta, emphasizing the importance of regional ingredients and traditional cooking over fast food. This ethos led to the concept of slow travel, which values immersive, authentic connections over ultra-processed travel experiences.
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Although it is hard to define Slow Tourism, the concept isn't about doing less; it's about experiencing more - more sustainability, more of the local culture, more meaningful interactions, and more time to reflect and appreciate the surroundings. This trend emphasizes quality over quantity or speed, valuing the ingredients and the people who prepare your meal as much as the meal itself. Similarly, valuing the journey as much as the destination itself. According to a recent article from Carl Friedrik, here is what you need to do to embrace the slow tourism movement: 1. Enjoy the journey (including the drives); 2. Do less, in-depth; 3. Give back (to the community); 4. Enjoy the moment.
Staycations
The concept of staycations, which gained prominence during the 2007–2010 US financial crisis and spread through the UK and Western Europe, underwent a resurgence during the pandemic, permanently influencing tourist preferences. These local vacations continue to be popular, offering travelers opportunities to discover attractions of their own cities or countries. Future Market Insights projects that the global staycation market will grow from $363.6 million (USD) in 2023 to $758.1 million (USD) by 2033. To effectively enjoy a staycation, it's important to plan and set a specific timeframe, replicating the experience of a traditional holiday while staying closer to home.
Conclusion
The rise of concepts like slow tourism and staycations signifies a notable shift in travel preferences, reflecting a deeper appreciation for balance in our lives. This trend is expected to continue evolving, influencing both how destinations accommodate travelers and how individuals choose to experience the world. After all, what value is there in merely counting the number of countries visited? Experiences can't be quantified. In 2024, taking it slow isn't just acceptable; it's considered the smarter way to travel.
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Brittany Rossi
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Love what you say about viewing travel through the lens of "valuing the ingredients and the people who prepare your meal as much as the meal itself." It's such a great way to add meaning, connection, and adventure into your life.
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