SLOW TOURISM SEMINAR

SLOW TOURISM SEMINAR 

Stefano Dall'Aglio 

ECONSTAT 

Strategies for the Travel Industry 

Bled, (SLO) 

November 2011

Contents 

1. What is “Slow”? 

2. The concept of Experience 

3. Slow in tourism 

4. The profile of Slow tourist 

5. The CASTLE model: some guidelines 

6. Best practices of Slow Tourism 

The reproduction is prohibited without the permission of the author. 

Using this material, even partially, the author and the programme which financed its realization 

must be cited "SLOW TOURISM Project. European cross-border Programme Italia-Slovenia 2007- 

2013" 

2

1. WHAT IS SLOW? 

Slow compared to what?

The concept of time 

� In ancient cultures and philosophies time is cyclic: 

- It is the slow wheel of rebirth and renovation of nature 

- Sense of return, not loss anxiety 

� In Western societies time is linear: 

- It Proceeds one-way 

- If you do not use it, you miss it

Time: a scarce resource 

� It is a concept derived from industrial 

revolution 

- It is the measure of exchange of labor 

- Quantitative dimension 

- Productivity 

� Soon become the main concept of 

social and invidual life of modern 

society 

- Being finite, it is the very scarce resource 

� A world obsessed by: 

- Quantity � more choices 

- Speed � make more in less time 

5

Speed vs.Slowness 

� Speed is based on a 

quantitative way of life: 

- "Fast is better than slow" 

- "To have more choices is 

better than few. Thousands 

is optimal" 

� Speed: 

- Is funny 

- Is easy 

- Is dynamic 

- Is "sexy" 

- Distraction from the very 

important questions and 

issues 

� Cultural taboo against 

slowness 

- "Slow" = lazy, slacker, stupid 

- Someone who gives up 

- Someone who is behind the 

others; 

- Slowing down = being 

excluded 

- Slowing down is not 

necessarily pleasant

Which is the mainstream? 

Encourage this irresponsible use 

of the car makes me pretty sick. 

Spot Mercedes Benz C63 

Watch it at: 

www.youtube.com/watch?v=kwHeO1XuNkM 

Some Comments from webblogs: 

Perfectly fitted. To prefer a race car to a 

trip to Venice perfectly represents the low 

cultural level of the client whom this car 

is thought for . 

7

Criticisms start � the Green Way 

� Early '70s: first "strong" signals 

against speed culture and its 

consequences: 

- Consumism 

- Growing anxiety 

- Social differentials 

- Denied rights 

- Enviromental deterioration 

”lentius, profundius, suavius” (slower, deeper, sweeter) 

instead of 

"citius, altius, fortius” (faster, higher, stronger) 

Alexander Langer, 1994 

co-founder of Italian Green Party first President the 

Green Group in the European Parliament. 

There is more to life than increasing 

its speed. Gandhi 

Stop the world!! I want 

to get off!! 

Mafalda, Quino, 70's 

When I'm ridin' round the world 

and I'm doin' this and I'm signing that 

and I'm tryin' to make some girl 

I can't get NO SATISFACTION 

The Rolling Stones, 1965

The sweet traveller 

... We must learn to cross: 

� from many to few kilowatt-hours 

� from a super-power artificial nutrition to one more equitable 

and more compatible with ecological and social balance 

� from supersonic speed to more human and less energy 

consuming timing and rhythms 

� from too much heat and polluting waste to a cycle more 

harmoniously with nature 

� from the search of exceeding limits to a new respect for them 

� from a civilization of artificial things to a rediscovery of 

simplicity and frugality. 

Il viaggiatore leggero, Scritti 1961-1995, Alexander Langer, Sellerio editore, 2011

The tensions towards Quality of Life 

� Quality has become more 

important as response to: 

- Deterioration of environmental 

conditions (traffic, pollution, etc.) 

- Massification 

- Artificialization 

- Globalization 

10 

“The degree of slowness is 

directionally proportional to the 

intensity of memory. The degree of 

speed is directionally proportional to 

the intensity of forgetting.” 

Milan Kundera, The Book of 

Laughter and Forgetting "1995 

In times of an uncertain future, 

growth and prosperity are no longer 

the main goals. There has been a 

change in values among people. The 

goal of maximizing money has been 

replaced by increasing 

one’s quality of life. 

H.W. Opaschowski (Director Stiftung 

für Zukunftsfragen ), 2009

The Society for Deceleration of Time (Austria) 

11 

www.zeitverein.com

In search of wellbeing 

� The key is the level of 

satisfaction and wellbeing 

which each person is able to 

generate for himself 

- If this is high, everything is done 

better 

- Slowing down in the right 

moments, is possible: 

• to eat better, to work better, to learn better, 

…….. to live better 

- Motivation increases work 

productivity more than money 

12

More satisfaction from few choices 

� Also too many choices have some contraddictions… 

Barry Schwartz (1946) is an American psichologist 

• Professor of Socal Theory and Social Action 

In 2004 he published the book "The paradox of choice: why 

More is Less" 

• The general thesis of the book is that more choices do not 

necessarily mean better opportunities or more 

satisfaction for customers. 

Watch his speech at (subtitles available in different languages): 

www.ted.com/talks/lang/eng/barry_schwartz_on_the_paradox_of_choice.html 

13

Marketing questions 

� In a context of over-exceeding supply, offer Less 

(in a more specialized way) could be more 

effective than offer More (in a generalistic way)? 

- Focus/Specialization vs. Generic 

14

A "new" Way of Life 

� Living Slowly 

- Stop meaning to loose time, 

but ... 

- More awareness 

- A better relationship with 

oneself and the others 

- A deeper experience 

- 

� "Slow" becomes a positive 

mood/approach 

"Slow" does not only mean doing 

things in more time, but taking 

time to reflect on what one is 

doing and willing to do 

15

Slow Movement 

� From here the International Slow Movement takes life 

� Goals: 

- Take the right tempo 

- Reacting against speed and perpetual hurry 

- Reduce choices 

- Enjoying life’s pleasures 

- Increase quality of life 

- Spread out the philosophy of positive slowing down 

- At the limit: Happy Decrease 

• the correlation between economic growth and prosperity is not 

necessarily positive 

• Criticism of GDP as the only quantitative index of prosperity

Slow Planet 

Carl Honore: In Praise of Slowness: How a Worldwide Movement is Challenging the Cult of Speed 

(HarperCollins, 2004) 

17 

www.slowplanet.com

Slowness in Action 

� Slowing the pace � natural time 

� Conscious consumption � Focusing on the essentials 

� Reducing the ecological footprint 

� Avoid waste and loss � Savings and demand reduction 

� Focus energy on what is important and useful 

� Self-production 

� Recovery of the lost "know how" 

� Govern the time, the environment, the activities, the 

relationships, the quality of the results 

� Develop relationships with the others 

� Develop exchange that do not necessarily pass through the 

market 

18

By exploring the "margins" of slowness, you encounter those 

pockets of supposedly "minor" culture that are alive in the 

memories of old people, typical of civilizations that have not yet 

become frantic—traditions that guide the vital work of good, 

clean, and fair producers and that are handed down after 

centuries of empiricism and practical skill 

Júlio Mendes, University of Algarve 

19

Slow Food 

� Started in Italy in 1989, now spread all over the world: 

- more than 100,000 members in 150 countries 

- 1,300 "condotte", the local branches 

� A network of 2,000 communities 

- practice a small-scale, sustainable, quality food production 

� The Slow Food philosophy: 

- "The defense of quiet material pleasure and slow against the universal 

folly of Fast Life" 

� Principles: 

- GOOD a fresh and flavorsome seasonal diet that satisfies the senses and 

is part of our local culture; 

- CLEAN food production and consumption that does not harm the 

environment, animal welfare or our health; 

- FAIR accessible prices for consumers and fair conditions and pay for 

small-scale producers. 

� The boom in organic farming and the rebirth of local 

markets is a fallout of this philosophy 

www.slowfood.com

Slow Cities 

� Born in 1999 in Italy, now spread throughout the 

world 

- Over 150 cities in over 20 countries around the world 

� The goal is to broaden the philosophy of Slow 

Food 

- to the local community 

- to the government of the city, applying the concepts of 

eco-gastronomy to the practice of everyday life 

� Principles: 

1. Implement an environmental policy 

2. Implement a coherent infrastructural policy 

3. Promote the use of technologies 

4. Encourage the production and use of foodstuffs 

5. Safeguard autocthonous production 

6. Promote the quality of hospitality 

7. Promote awareness among all citizens 

www.cittaslow.org

Slow school 

….. 

In advising you to think about slowing down and limiting your structured activities, 

I do not mean to discourage you from high achievement, indeed from the pursuit 

of extraordinary excellence, in your chosen path. 

But you are more likely to sustain the intense effort needed to accomplish first-rate 

work in one area if you allow yourself some leisure time, some recreation, some 

time for solitude, rather than packing your schedule with so many activities that 

you have no time to think about why you are doing what you are doing. 

….. 

The full text at: 

http://people.seas.harvard.edu/~lewis/SlowDown2004.pdf

Slow Medicine 

�Traditional medicine 

− is setting new paradigms that refer to the Slow 

Food philosophy 

�Increasing turning to alternative and 

complementary medicine using lighter 

and more holistic healing techniques 

− Homeopathy, Acupuncture, Massage, Relaxation, etc. 

�Slow Medicine Manifesto: 

− Simple: More does not mean better 

− Respectful: Values, expectations and needs of people 

are different and inviolable 

− Right: Appropriate and quality cures for everybody 

Sophrologie (developed in 

the '60s): 

- SOS = serenity, harmony 

- PHREN = spirit, consciousness 

- LOGOS = science, study 

- The science of the harmony of 

the consciousness and the 

values of existence. 

- In medicine: to reduce the 

Medicine and Drug Abuse.

Slow Marketing 

Principles: 

1. Put the consumer first 

2. Back to the listening backyard 

3. Conversational sustainability 

4. Build brand credibility 

5. Create the hub first 

6. Pick your battles 

Pete Blackshaw, executive VP of Nielsen Online Digital Strategic Services 

June 2009 

www.adage.com/article/digital-columns/digital-time-a-movement-slow-marketing/137644/ 

24

Slow Sex 

The San Francisco Weekly 

Wikipedia 

(The Slow-sex movement)… encourages 

greater emotional awareness, 

connected relationships, sense of 

fulfillment and intensity of focus

Slow Living&Traveling 

� Every week in the 

Travel section of "La 

Repubblica" 

- Carlo Petrini 

(founder of Slow 

Food) 

26

Slow Hotel: A pavillion at the Fair of Interiors 

27 

� Meeting with experts of: 

- Feng Shui 

- Sophrologie 

- Colour-Therapy

Advice Sections in Women Magazines 

www.cordelia.it 

The 10 rules: 

� Do less 

� Be present 

� Log out 

� Focus on people 

28 

� Appreciate the nature 

� Eating slowly 

� Drive slowly 

� Find pleasure in doing 

nothing 

� Be Single-tasking 

� Breathe

Slow Movement 

www.slowmovement.com 

� It would represent the reference website of Slow Movement 

- Sections: travels. Food, cities, school, books, money… 

� Bt it seems not active since some years

Slowear (a case of "slowashing"?) 

www.slowear.com

2. THE CONCEPT OF 

EXPERIENCE 

More involved, more happy

The evolution of values and the hierarchy of needs 

EXPERIENCE 

SERVICES 

PRODUCTS 

COMMODITIES 

“DREAM SOCIETY” 

SELF-ACTUALISATION 

ESTEEM 

AFFILIATION 

SAFENESS 

PHYSIOLOGIC 

Pine & Gilmore, The Experience Economy , 1998 

A.Maslow, Motivation and Personality, 1954 

Intangibles 

Tangibles

The Experience Economy 

� In this advanced phase of development the product is 

the experience (feelings, sensations) 

� The new goal of enterprises: 

- Create the conditions for creating memorable moments 

and triggering emotions for their guests 

- The new value added is the "transformation value" of the 

experience 

• i.e. the capacity of produce a change in the guest's feeling, able to let 

him/her go different from how he/she was previously 

� This concept has largely influenced tourim industry in 

the last decade 

33

Need for staging? 

� The construction of the experience need a 

re-organization of the "playground" 

- Passive tourist 

• limited need for "representation" 

- Active/involved tourist 

• Increasing role of elements and organized process for triggering 

the involvement of guests

Managing the Customer Experience 

Satisfied 

Guests 

Loyal 

� from CRM (Customer Relationship Management) 

- Focused on product,prices, internal processes 

� to CEM (Customer Experience Management) 

- Focused on dreams, needs and expectations of guests 

� Designed and control of the experience 

Passionate 

35

Staged experiences 

� An increasing number of attractions use Experience 

Design (both HW/SW): 

- Theme parks 

- Design hotels 

- Restaurants (spaces and dishes) 

- Entertaiments 

� New competences are required: 

- psicology, cognitive sciences, theatre, environment, 

information science, etnography, land architecture, 

storytelling, service design, etc., etc.

Fattori che influiscono sull’esperienza 

Ricordi 

Orari di apertura 

Servizi ristorativi 

Prezzi 

Shopping 

Esposizione 

Personale di 

servizio 

Toilette 

Illuminazione 

Code 

Igiene 

Rumori 

Parcheggi 

Guide 

Location 

Storytelling 

Affollamento 

Informazione 

Temperatura 

Sicurezza 

Comfort 

Accessibilità 

Atmosfera

An Overnight 

Premium 

Price 

Market 

Customer Needs 

Basic Evoluted 

In the different situations, 

Value-for-money is 

unchanged for the client 

Pension/ 

Formule 1 

commodity 

Standard room in 

a family-run hotel 

product 

Room in a 

branded hotel 

service 

Theme room in a 

design hotel 

experience 

Undifferentiated Competitive Position Differentiated

A brand of the Experience Economy 

Our Mission 

WE FULFILL DREAMS THROUGH THE 

EXPERIENCES OF MOTORCYCLING 

It takes more than just building 

and selling motorcycles 

to fulfill the dreams 

of our customers. 

It takes 

unforgettable experiences. 

The secret to our enduring brand and the passion it ignites in 

our riders, it’s that we deliver experiences, rather than merely 

a collection of products and services. 

And we’re dedicated to creating experiences and developing 

relationships with all of our stakeholders – customers, 

employees, investors, suppliers, governments and society. 

That’s what sets Harley-Davidson apart from the crowd and 

why our brand strength is legendary. 

39 

Our Values 

TELL THE TRUTH. 

BE FAIR. 

KEEP YOUR PROMISES. 

RESPECT THE INDIVIDUAL. 

ENCOURAGE INTELLECTUAL CURIOSITY. 

These are our values. 

They are the heart of how we run our business. 

They guide our actions and serve as the 

framework for the decisions. 

The company fosters these values by actively 

communicating their importance and 

encouraging employee involvement and 

development. We believe that our business 

will be most successful if we tap the 

contributions of each of our people. 

Employees are the engine of our performance 

and the foundation of the Company’s success.

Demand for “experience” 

- Follow passions, hobbies, 

specific interests 

- Learn unusual know-hows 

- Find the self 

- Help the others, the 

environment 

- Do things “out of the ordinary” 

INTANGIBLE 

VALUES

New skills are required 

� Work on quality 

� Add value and uniqness 

� Create & tell stories 

� Control and plan the “stage” 

� Transfer competencies 

Manage the destination 

+ 

New professional skills 

Staging the 

experience in the 

destination

A new generation of tourism products 

Total involvement 

Theme Itineraries/ 

Theme packages 

Traditional tour 

City break 

experiences 

services

B. The Amish Experience 

�Destination Dutch Country: dining, 

working and living with the 

fascinating Amish community 

�Offered by a Local tour operator 

� Duration : 5 days 

except on Sunday 

� Authentic experience 

� Free choice in the 

activities to join 

� Multi-level individual 

involvment

B. Peru: ‘textile experience’ 

�Special programs that combines: 

� sharing with Quechua 

community 

� learning their life-style 

� learning their textile 

techniques, using natural 

dyes according to ancestral 

family traditions 

�Duration: 4 days 

�Offered by a local Tour Operator

Guests want to feel like locals 

(at least temporarily) 

da Josiah Mackenzie, BTO 2010

Like a local 

46 

www.spottedbylocals.com 

Travel guides and iPhone apps 

in 38 European cities with 

updated advices by local 

"spotters" (writers) 

www.like-a-local.com 

Sales of excursions and local 

activities

Concierge Approach 

� Engaging and helping guests (potential and actual) 

� To become the best guide to the city/area 

- Email each guest before arrival about their plans 

- Assemble a customized list of suggestions 

- Build custom itineraries for each guest 

- Real time "mobile" help to the guests in the area 

Based on "The Concierge Approach to Content Marketing", Josiah Mackenzie, 

www.hotelmarketingstrategies.com 

47

Concierge Approach 

� Brainstorm with the concierge 

- “What were the most common questions you were asked by guests?” 

Some guest-centered destination topics: 

− How to Move Like a Local 

− How to Save on Popular Area Attractions and Activities 

− Unexpected Places to Experience the area's Unique Culture 

− Where’s the Wi-Fi? (Guide to Free Internet Accesses) 

− Apps concerning the Area 

− Why Visitors Love the Area (interviews/letters from the guests) 

− Sitting Down with the Owner of [City’s] Popular [Restaurant/Spa/Club/Destination] 

− Things You Can’t Find Anywhere Outside of the Area 

Based on "The Concierge Approach to Content Marketing", Josiah Mackenzie, 

www.hotelmarketingstrategies.com 

48

Marketing questions 

What does it mean use Experience Design in 

traditional destinations? 

− Increasing guest involvement vs. Loosing authenticity

Two macro-concepts with much in common 

Reflection 

SLOW 

Committment 

Care 

Respect 

Memory 

Quality 

Availability 

Environments 

EXPERIENCE 

Emotion 

Autenticity 

Deepness 

Unicity 

Relations Involvement 

Connections 

Exchange 

Design 

Intagibility 

Values 

ChipConley 

Organization 

50

3. SLOW IN TOURISM

“Most vacations are so stressful nowadays. 

It starts with the journey by plane or car, then you rush 

around seeing as many sights as possible. 

You check your email in an Internet café, you watch 

CNN or MTV on the hotel television. 

You use your mobile to check in with friends or 

colleagues back home. 

And then at the end you return more tired than when 

you left.” 

52

� In a first phase 

"Slow" refers mainly 

to the mean of 

transport used 

Slow Tourism = 

Slow Travel 

“The trail is the thing, not 

the end of the trail. 

Travel too fast and you 

miss all you are traveling 

for.” 

Louis L'Amour 

Slow Transports and Slow Tourism 

Transport as 

Tourism 

Transport for 

Tourism 

Transport Features Typology of 

Tourist 

− Urban Walk 

− Trekking 

− Mountain Bike 

− Ciclying 

− Kayak 

− Sailing 

− Boating 

(sea/rivers/canals) 

− Historic trains 

− Double decks 

− Car tour 

− Ballooning 

− Coach tour 

− Guided City walking 

tour 

− Plane 

− Inter city-rail 

− Ship/Ferry 

− Train 

− Taxi 

− Bus 

− Car 

− Part of the experience 

− Chosen and Operated by the 

client 

− Itinerary planned in autonomy 

− Self comprehension of places 

and cultures 

− Part of the experience 

− Chosen and planned by a 

Tourist Agent 

− Chosen by the client but 

Planned and Operated by a 

TA 

− Organization 

− Places and cultures 

interpreted by a TA 

− To reach the destination 

− Limited choices 

− Trip lived positively 

− To reach the destination 

− Limited choices 

− Trip hardly tolerated 

Active 

Transport 

Tourist 

Passive 

Transport 

Tourist 

Positive 

Transport 

Tourist 

Reluctant 

Transport 

Tourist

An extended vision 

D’una città non ti godi le sette o 

settantasette meraviglie, ma la 

risposta che dà a una tua domanda. 

O la domanda che ti pone 

obbligandoti a rispondere..” 

Italo Calvino, Le città invisibili, 1972 

Interact with the destination, 

the environment, 

the people living and working there 

Local 

Community 

Environment 

54 

Tourism 

Suppliers 

Guest

IT IS A NEW PRODUCT?

Definitions in Environmental Tourism 

� Sustainable Tourism 

- Development of a model of tourism that can assure 

different and long term benefits for all the involved 

subjects: the community and the local environment, the 

tourist operators and the tourists. 

� Responsible Tourism 

- It considers the central role of the local community and its 

right to be protagonist in the sustainable and socially 

responsible development of its territory 

- Works encouraging the positive interaction between 

tourism industry, local people and travellers. 

56


� Ecoturism 

- Travels to discover fragile, wild and usually protected (often 

exotic) areas, based on minimizing the impact and basati 

sulla minimizzazione. dell'impatto and on a small scale 

(alternative to mass tourism). 

- Has ethic goals: educating the traveller, strengthening the 

respect toward different cultures and human rights, creating 

fundings for the environment conservation and the local 

development.


� Active Tourism 

- Travel that requires a physical and/or mental involvment of 

the traveller (alternative to passive tourism), based on 

sustainability, protection of biodiversity and cultural 

conservation. 

- Important elements are: combination of entertainment and 

education (edutainment), of observation and respect, of 

action-excercise and interaction, of information and 

deepening. 

� Slow Tourism? 

58

"Relearning the art of traveling" 

� Slow Tourism includes a philosophy of traveling : 

- Creation of a personal deeper relation with local 

environments 

- Understanding the local community, its history, culture and 

values 

- Experienced at a pace allowing to live unexpected surprises 

and simple pleasures 

- Made with means of transport which favourite the exchange 

(walk, bycicle, local transports, boats, etc.) 

� It's a "style" of traveeling which: 

- Shares elements with ecotourism 

- Focalizing on relax, genius loci, and "transformation" (living 

memorable experiences)

Slow Tourism vs. Evironmental products 

Turismo attivo 

Turismo sostenibile 

Ecoturismo 

Turismo responsabile 

60

CASTLE: The dimensions of Slow Tourism 

The study assessed 

that a Slow Tourism 

experience (supply, 

demand), must 

satisfy the following 

dimensions 

Contamination 

Authenticity 

Sustainability 

Tempo 

Length 

Emotion 

EMOTION 

LENGTH 

TEMPO 

SUSTAINABILITY 

AUTHENTICITY 

CONTAMI- 

NATION 

61

The dimensions of Slow Tourism 

� Contamination: 

‐ It deals with the capability to create fruitful opportunities of exchange 

between people 

‐ The relationships to be considered are in particular between: 

‐ the guest and the local people (not only autochthonous) 

‐ the guest and the tourism supply 

‐ the guests 

� Authenticity: 

‐ It deals with the capability to create and offer an experience 

Characterized, Non artificial, Strongly connected with culture and local 

traditions 

‐ emphasize the differences, pointing out to the guest that he couldn’t be anywhere 

else but in that place, with all its peculiarities (more or less pleasant) 

‐ use of local elements 

62


� Sustainability: 

‐ It deals with the impact of the tourism activity on the local 

environment (in broad sense: natural and cultural) 

- Need of a long term sustainable approach, i.e. ecologically light, 

economically convenient, ethically and socially fair toward the guest and the 

local community. 

� Tempo: 

‐ It deals with the capacity of taking (the organization) and giving (to 

the guest) the right time to understand and act properly 

‐ Dedicate time to analyze, understand, plan quality improvements (for the 

customers and the employees) 

‐ Strategic orientation and medium-long termed planning 

‐ Time opening of the services, offering the guest a comfortable and in step 

with his time experience. 

63


� Length: 

‐ It deals with the capability to organize and deliver "slow" tourism 

products, 

‐ non-massified, to be lived comfortably, able to involve the guest in an involving 

experience with the destination 

‐ reducing quantity; focusing on quality of the stay 

� Emotion: 

‐ It deals with the capability of (creating the conditions for) generating 

memorable moments for the guest , that marks him/her by a true 

involving and gratifying experience 

64

Tempo 

Dimensions of the experience 

Potential Attractions of the destination 

FAST 

S 

L 

O 

W 

Primary attractions /"highlights" 

Dimensions of experience: 

− Base: Number of visited attraction 

− Height: Average time dedicated to each attraction 

− Area: Length of stay 

What does change is not the overall duration, 

but the way of living the destination 

A deeper experience: 

in the same time, less things, better

Extension and Repetition of visits 

Tempo 

S 

L 

O 

W 

Potential Attractions of the destination 

S 

L 

O 

W 

S 

L 

O 

W 

S 

L 

O 

W 

S 

L 

O 

W 

S 

L 

O 

W 

attrazioni primarie /"highlights" 

S 

L 

O 

W 

SLOW 

1. More attraction played� extension to "secundary" 

resources 

2. More opportunities to repeat the visit

Whic are the slow product? 

Passive 

cruise 

beauty& 

wellness 

entertainment 

Sun&beach 

Individual 

Nautical 

tourism 

relax 

mountain 

winter 

mountain 

city break 

Mass 

river 

rural 

ecotourism 

nature 

tourism 

trekking 

horse riding 

wine&food 

ciclying tourism 

67 

Active

Slow products vs. Slow activities 

� There are tourism products that are “naturally slow”, 

- originally thought/addressed to a slow living/natural pace 

- Nature tourism, Cycling, Trekking, Horse riding, River 

tourism, etc. 

� This doen’t mean that other products can not be slow 

as well: 

- it depends on the way one offers/lives his stay 

- It is possible to live experiences and/or to do slow activities 

even in traditional tourism products not slow in principle 

68

Project goals 

1. Developing slow tourism 

products 

- to be chosen as the main reason 

for travelling 

2. Developing slow activities 

- able to integrate and make more 

value to a traditional vacation in 

the area 

69

A “special” tourist … 

� The “slow” traveller: 

- Has little to do with the well-organized mass tourist, that 

depends on well-organized routes and places, where familiarity 

and reassurance dominate. 

- Prefers quality over quantity. 

- Emphasizes the travel more than the stay. 

- Likes new things, taking care of himself, discovering simple 

relationships, in touch with the culture in the destination. 

- In the destination, he looks for authentic elements, situations 

and objects rich in symbolic value. 

- Respect the environment 

- Wants to learn, looks for cultural excitement, even if he doesn’t 

mind calmness and fun (but not banal). 

- Likes to discover different life styles, whose values remain in his 

ordinary life. 

70

… for a different supply 

� The “slow” operators: 

- Do not simply produce service, but also emotions 

- Know, deepen and emphasize the themes of history/literature 

and of local culture/tradition/environment. 

- Are curious, enthustiastic supporter of authenticity: they avoid 

shortcuts, trivializations of contents, standardizations. 

- In structuring “slow” services, they use competent staff to build 

true information and involving experiences. 

- Take care of their guests, give them advice and help them 

throughout their stay, establish non superficial relationships with 

them. 

- Have, toward their guests, an educational and didactic aim: they 

encourage their active involvement through learning and (re-) 

discovering of local reality. 

- Work for a low environmental impact of their activities and care 

for sustainability and safeguard of local environment. 

71

Many company leaders in 

Travel & Tourism are taking 

proactive measures to: 

- Reduce the emissions 

- Increase environmental quality in 

destinations 

- Help destinations in mitigating the 

negative effects of climate change

A good product for mountain regions 

"Mountain regions should invest in the growing interest is softer 

forms of tourism and in the development of short-haul holidays. 

Slow tourism can be one way for Alpine tourism to offer a wider 

range of tourism products and to protect the natural 

environment." 

R. Matos, Can Slow Tourism bring New Life to Alpine Regions?, 

2005 in: 

73

4. THE PROFILE OF SLOW 

TOURIST

Profile of the interviewee 

Gender Age (average = 42 years) 

Education Occupation level 

75

Profile of the interviewee 

Place of origin Fellow travellers 

Stay (days) Reason 

76

Main reason for the stay 

Reason 

Emilia- 

Romagna 

Veneto 

Friuli Venezia 

Giulia 

Slovenian 

regions 

Relax 41,2% 27,1% 31,2% 33,3% 33,3% 

Fun 10,3% 10,1% 11,8% 10,8% 10,7% 

Culture 19,6% 29,8% 31,7% 16,9% 24,4% 

Sport 6,2% 5,9% 5,4% 26,2% 11,0% 

Health 7,2% 4,3% 1,6% 2,6% 3,9% 

Food and wine 4,6% 14,9% 12,4% 7,2% 9,7% 

Other 10,8% 8,0% 5,9% 3,0% 6,9% 

77 

Total 

Total 100,0% 100,0% 100,0% 100,0% 100,0%

Verified favourite activities 

• Visiting castles, churches, vernacular buildings, ruins 

• Visiting nature reserves and park visitor centers 

• Wildlife viewing (birdwatching, etc.) 

• Hunting, fishing, harvesting, etc. 

• Village life and rural life (e.g. farms, Sunday markets, etc.) 

• Partecipating in music, theatre events, festivals, etc. 

• Visiting ethno, archaeological, historic museums, etc. 

• Tasting local products in agritourism or winery 

• Attending courses in local culture (cuisine, history, art and natural heritage, etc.) 

• Staying in agritourism, guest rooms, youth hostels, mountain huts, campsite, etc. 

• Going to a Spa (beauty farms, thermal centers, health, etc.) 

• Walking, hiking, trekking 

• Cycling or mountain biking 

• Horse riding 

• Practicing water sports (canoeing, windsurfing, water-skiing, swimming, etc.) 

• Sailing or boating 

• Practicing air sports (hang-gliding, gliding, ballooning, air tour, etc.) 

• Practicing winter sports (skidooing, dog sledging, skiing, etc.) 

78

Favourite activities 

ACTIVITIES 

General sightseeing and outdoors, 

admiring scenery, etc. 

Visiting castles, churches, vernacular 

buildings, ruins, etc. 

Visiting nature reserves and park visitor 

centers 

61% 

48% 

44% 

Walking, hiking, trekking 42% 

Tasting local products in agritourism or 

winery 

40% 

79 

0% 20% 40% 60% 80%

Macro-factors on favourite activities 

1. Practicing sport activities (24% of variance) 

- Stay seen as an opportunity to free one’s own energies and to 

find one’s own psycho-physical equilibrium practicing sports. 

2. Diving into local life (11% of variance) 

- Contact with the local culture and people. 

3. Living the nature (8% of variance) 

- Living the nature slowly. Watching wildlife in natural or 

protected areas. 

4. Looking at the past (6% of variance) 

- Vistiting churches, castles, ruins and museums. 

5. Getting possession of time (6% of variance) 

- No use of fast means of transport; choosing accomodation 

facilities different from hotels. 

80

Profilo A1: Praticare attività sportive 

Soggiorno concepito come un’occasione per liberare le proprie 

energie e ritrovare l’equilibrio psico-fisico praticando dello sport 

Caratteristiche I II III 

Sesso Maschio (2,22) 

Età 18-35 anni (2,49) 36-50 anni (2,21) 

Istruzione Laurea (2,27) 

Occupazione Profilo basso (2,21) Non attivo (2,15) Profilo alto (2,12) 

Area Slovenia (2,68) Emilia-Romagna (2,21) Veneto (2,17) 

Residenza Slovenia (2,34) Italia (2,20) Austria-Germ. (2,17) 

Permanenza 1 g (2,23) 4-7 gg (2,20) 8-14 gg (2,20) 

Struttura Camping (2,34) Ostello (2,31) Alb. 1-2 stelle (2,26) 

Compagnia Solo (2,36) Amici (2,30) Partner (2,20) 

Motivazioni Sport (2,55) Salute (2,32) Relax (2,19) 

Tra parentesi i valori medi su scala 1, per niente gradito - 4, molto gradito 

81

Profilo A2: Immersione nel locale 

Contatto con la cultura e con la popolazione locale 


Sesso Femmina (2,83) 

Età 18-35 anni (2,83) 36-50 anni (2,77) 51-65 anni (2,68) 

Istruzione Laurea (2,78) Diploma (2,75) 

Occupazione Profilo basso (2,76) Profilo alto (2,76) Non attivo (2,74) 

Area Slovenia (2,88) Veneto (2,80) Emilia-Romagna (2,78) 

Residenza Italia (2,83) Europa (2,59) Austria-Germ. (2,59) 

Permanenza 1 g (2,82) 2-3 gg (2,78) 4-7 gg (2,78) 

Struttura Bed&breakfast (2,90) Ostello (2,89) Agriturismo (2,84) 

Compagnia Famiglia (2,77) Amici (2,75) Partner (2,73) 

Motivazioni Salute (2,83) Enogastronomia (2,79) Cultura (2,79) 


82

Profilo A3: Vivere la natura 

Immersione nella natura con andatura lenta. Osservazione di flora 

e fauna in ambienti naturali o protetti. 


Sesso Femmina (2,75) Maschio (2,76) 

Età 18-35 anni (2,80) 36-50 anni (2,78) � 65 anni (2,73) 

Istruzione Laurea (2,82) Diploma (2,76) 

Occupazione Basso profilo (2,80) Alto profilo (2,75) Non attivo (2,71) 

Area Slovenia (2,89) Emilia-Romagna (2,81) Fvg (2,70) 

Residenza Italia (2,86) Slovenia (2,85) Europa (2,59) 

Permanenza 8-14 gg (2,84) � 15 gg (2,81) 4-7 gg (2,73) 

Struttura Casa vacanza (2,95) Alb. 1-2 stelle (2,85) Alb. 4-5 stelle (2,75) 

Compagnia Famiglia (2,83) Amici (2,75) Partner (2,70) 

Motivazioni Salute (3,07) Relax (2,85) Sport (2,80) 


83

Profilo A4: Osservare il passato 

Visite a chiese, castelli, rovine e musei 


Sesso Femmina (3,23) 

Età 51-65 anni (3,23) 36-50 anni (3,14) 


Occupazione Profilo alto (3,21) Non attivo (3,14) Profilo basso (3,14) 

Area Fvg (3,25) Emilia-Romagna (3,19) Veneto (3,13) 

Residenza Italia (3,22) Slovenia (3,06) Austria-Germ. (3,06) 

Permanenza 4-7 gg (3,19) 1 g (3,19) 8-14 gg (3,13) 

Struttura Alb. 4-5 stelle (3,29) Bed&breakfast (3,27) Alb. 3 stelle (3,23) 

Compagnia Partner (3,21) Famiglia (3,12) 

Motivazioni Cultura (3,29) Enogastronomia (3,16) 


84

Profilo A5: Riappropriarsi del tempo 

Assenza di mezzi veloci e scelta di strutture ricettive 

extralberghiere. 


Sesso Maschio (2,88) Femmina (2,86) 

Età 18-35 anni (2,99) 36-50 anni (2,91) 51-65 anni (2,65) 


Occupazione Profilo basso (2,94) Non attivo (2,81) 

Area Slovenia (3,20) Emilia-Romagna (2,88) Veneto (2,77) 

Residenza Slovenia (3,03) Italia (2,92) Austria-Germ. (2,75) 

Permanenza 8-14 gg (2,91) � 15 gg (3,89) 4-7 gg (2,86) 

Struttura Agriturismo (3,06) Bed&breakfast (3,03) Camping (2,90) 

Compagnia Amici (2,94) Famiglia (2,91) Solo (2,86) 

Motivazioni Sport (3,17) Salute (2,96) Relax (2,94) 


85

14% 

18% 

16% 

Segments of Slow Tourists 

Culture & 

Wellness 

Curious 

about 

everything 

Living the 

hinterland 

Mostly women, 51-65 years old, with partner. Educational level: 

medium and low. They are in: Emilia-Romagna e Veneto. Place of 

origin: Italy. Favourite activities: Visiting art/culture resources; 

Museums; Events; Tasting typical products; Courses in local culture; 

Going to Spa. Stay: in medium and high level hotel. Typically 1 week 

stay. 

Mostly women, 18-35 years old (38 on the average), families. 

Economic level: medium. They are in: Emilia-Romagna. Place of 

origin: Italia. Favourite activities: All, except generic. Stay: in 

medium level hotel or apartments. Typically a weekend or 2 

weeks stay. 

Mostly women, 51-65 years old (45 on the average), with family. 

Economic level: high. They are in: FVG. Place of origin: Italy. 

Favourite activities: Visiting cultural and natural resources, 

wildlife, rural life; Museums; Tasting typical products; Walking. 

Stay: in B&B, without board. Typically a weekend or 1 week stay. 

86

13% 

10% 


9% 

Discovery & 

Movement 

Rural 

Relax 

Very 

sporting 

51-65 years old (42 on the average), Degree. They are in: FVG. 

Place of origin: Austria/Germany. Favourite activities: 

Generic/cultural visit; Museums; Trekking, Water sports. 

Stay: in medium level hotel (3*); B&B. Typically, 2 weeks stay. 

Men, 36-50 years old (42 on the average), Tendentially with 

partner. Economic level: medium. They are in: FVG and Slovenia. 

Place of origin: Rest of Europe. Favourite activities: Tasting 

typical products; Staying in agritourism. Stay: in Agritourism, 

B&B, Medium low level hotel. Typically 1 week or long weekend 

stay. 

Men, 18-35 years old (33 on the average), Students, alone and with 

friends. High educational level. They are in: Slovenia. Place of 

origin: Slovenia and Austria/Germany. Favourite activities: 

Cycling/mountain biking, Water sports, Sailing, Air sports, Winter 

sports. Stay: in campsite, B&B. Typically, 1 week stay. 

87

12% 

9% 


Just 

Nature 

Total 

Relax 

Men, 50+ years old, (45 on the average). High economic level. 

They are in: Emilia-Romagna. Place of origin: Tendentially Italy. 

Favourite activities: Visiting parks, reserves; Watching wildlife; 

Walking/Trekking. Stay: in High and low hotel; Apartment. 

Typically, 2 weeks stay or longer. 

Men, 50+ years old, (46 on the average), with partner. Retired. 

They are in: Veneto. Place of origin: Rest of Europe and of the 

World. Stay: in Agritourism, Low level hotel; Without board. 

Typically, 1 week stay. 

88

Perceived quality in the project areas 

� The Slow Tourism cross border area offers a mix of 

products that is extremely interesting from the point of 

view of variety, significance and quality. 

� Quality, which is vital for the success of a tourism 

product, has been assessed considering: 

- Transports 

- Promotion 

- Safety 

- Environment 

- Information 

- Accomodation supply 

- Food and Wine supply 

- Accessibility 

89

Qualitative performance 

POSITIVE (% Excellent) 

Friendliness of the local people 33% 

Quality of the air 32% 

Cleaniness of the local environment 30% 

Feeling of security and safety 30% 

Quality of information on things to do in the 

destination 

NEGATIVE (% Very poor + Insufficient) 

Standard of transport services 16% 

Cleaniness of bathing areas 10% 

Value for money in general and of local life 8% 

Quality of information on the destination 

received pre-arrival 

24% 

Range and quality of places to eat and drink 23% 

Range and quality of things to do 22% 

7% 

90 

0% 10% 20% 30% 40% 

0% 5% 10% 15% 20%

5. GUIDELINES FOR 

SLOW TOURISM IN ACTION

5.a. General guidelines 

(for all the businesses) 

92

Non-specific guidelines (for all the businesses) 

DIMENSIONS GUIDELINES 

Contamination - Add the possibility of meeting and active exchange between guests and local 

people to the proposed initiatives 

- Stimulate – both in loco and online – exchange of experiences, suggestions, 

impressions, ratings, between guests 

- Keep relations with the customers even after their departure, through both 

community (social media, blog, etc.) and one-to-one direct tools 

Authenticity - Provide tourists with supports (i.e.: a small bookstore/mediastore), on culture, 

traditions and local environment in general 

- Have a list of “experts” in different aspects of the local reality that can be 

activated (even through call) to advice/plan characteristic experiences 

- Plan meetings (in case periodic) in behalf of the costumers to 

present/emphasize typical aspects of the local culture (readings, screenings, 

tastings, little performances, art exhibition, etc.) 

- Use local manufactures (furniture, furnishings and fittings, images, etc.) and 

materials (fabrics, etc.) to furnish the spaces used by the tourist and to dress 

the staff 

93



Sustainability - Respect the criteria of environmental , energy , economic and social quality. Act for a 

regular improvement of ecological/carbon footprint: save energy and contribute to 

the production of alternative sources 

- Make the guest aware of the ongoing involvement of the enterprise in the 

development of a sustainable tourism. Without being intrusive, help him/her to act 

coherently. Give suggestions on how to do it 

- Communicate to the wide public the achievements in your environmental policy 

Time 

- Dedicate time to get in touch with customers and to listen to their needs and 

curiosities 

- Plan periodic meetings with the staff to talk on how to answer more coherently to 

customer’s needs and how to improve the working environment 

- Plan quality and coherence checks on the delivered services 

- Act in the present but plan improvements and interventions in the long-medium term 

- Dedicate time to set goals (both quantitative and qualitative) and to check the results 

that have been achieved compared to those planned 

- Have the whole staff to participate to training /updating courses on how improving 

service delivery 

- Have the whole staff to be educated in the most peculiar elements of the destination 

(traditional events, gastronomy culture, historical/cultural attractions, etc.) 

- Dedicate time to choose the partners (in particular, of those who offer “slow” services) 

and check their coherency, avoiding ambiguous situations from an ethic, qualitative or 

environmental perspective 

- Plan the opening time of services so that the customer has adequate time 

94



Length - Sensitize the customer’s awareness for a “different” experience of the 

destination: slow routes; unusual trips, events and attractions; peculiar 

experiences, presented through different kinds of supports (showcase, 

blackboard, room TV, folder, etc.) 

- Actively promote other local operators (accommodation, transports, restaurants, 

guide services, etc.), offering experiences of slow tourism 

- Adopt solutions that are appropriate for the fruition of services/ facilities for 

customers with reduced mobility (old people, people with deficiency, etc.) 

Emotion - Carefully plan the experiences to be developed (script, setting, organization, 

spaces) 

- When delivering the experiences, make use of staff able to actively involve the 

visitors 

- Check the "results through regular surveys on clients 

95

5.b Guidelines for specific businesses 

96

1. Accommodation 


Contamination 

Authenticity 


Length 

- Plan periodically at least one evening of socialization, that encourages the exchange between 

guests on experiences, suggestions, impressions, things bought, etc. 

- Plan little courses/labs (gastronomy, enology, craft, etc.) with the active participation of 

guests 

- Recommend places and typical events belonging to the culture of the place, that the guest can 

go to in order to live an experience like a local 

- Use local handicrafts in the courtesy line (i.e.: terracotta dispensers, natural soaps, etc.) 

- For breakfast offer food (desserts, cakes, jams, cheese, honey, etc.) made by local producers 

- Use breakfast tablecloths that reproduce patterns, environments, local information 

- Put containers for the waste separation in the common spaces and, if possible, in the rooms 

- Limit the use of single-dose packages in the courtesy line 

- Limit the courtesy line to the essential: products can be provided on request 

- Limit the adoption/use of the minibar, prefer the room service 

- Put on the bedside table some (extract of) books, etc. by authors that wrote and tOLD about 

the local reality 

97

2. Catering 


Contamination 

- If possible (or in specific occasions), bring together the customers, using common tables 

- In specific occasions, provide places where to cook/prepare recipes together, present rituals 

and preparations of the local cuisine made by representatives of the local community 

Authenticity - Use typical quality products 

- Suggest/encourage the consumption of dishes following the ways linked with the typical 

traditions (i.e.: using hands, with a different succession of dishes, with unusual pairings, etc.) 

- Show in the places typical wine and food, products and handicrafts, dedicating a short 

description about the history/origin of the product and allowing the purchase 

Sustainability - Use typical products that are seasonal and from organic productions 

- Use flatware, dishes, glasses, containers that respect the environment (biodegradable, made of 

wood, paper, glass, organic material, etc.) 

- Do separate collection of garbage for as many materials as possible (organic, glass, plastic, 

spent oil, aluminium, paper, batteries, etc.) 

- Suggest and encourage the reduction of garbage (unbottled water and wine, doggy-bags, etc.) 

98

2. Catering 


Time - (Re-)Define the menu periodically inserting seasonal typical products/recipes 

- In hotel restaurants, where possible: possibility for the guest to buy typical products outside and 

have them cooked 

- Plan carefully the graphic layout and the contents of the menu, adding stories, images, 

traditions, etc. that may contextualize the products and the recipes 

Length - Add to the menu a “Slow” section that contains dishes that belong to the tradition. Such 

section, in case separated from the menu, will have to tell suggestive elements of the 

dishes/products (places of production, makings, alternative traditional recipes, curiosities, etc.) 

- In the “slow” menu, put (even if only in specific days and/or turns) at least one “long” tasting 

menu, made of tastings of different courses that compose a specific “path” (in the local 

gastronomy or not) 

- Use different supports (menus, walls, tablecloths, furnishings and fittings, etc.), to tell about the 

elements linked to the local cuisine and typical products 

- The menu stays on the table as long as the meal lasts, to encourage the customer to read and 

understand what he/she is eating 

Emotion - The cook/ maître can prepare some courses, both in front of the customer and with his active 

participation 

- The cook is at customers’ disposal to satisfy their curiosities linked with gastronomic products 

and local recipes (origin, history/relation with the territory, secrets for a better 

preparation/cooking/presentation) 

99

3. Mobility and accessibility 

DIMENSIONS GUIDE LINES 

Contamination - Encourage the use of shared means of transports (i.e.: car sharing) 

Authenticity 


Time 

100 

- With groups, propose dynamics that encourage the exchange and the dialogue among the 

travellers 

- Encourage the use of means of transports that are also used by the residents 

- For internal connections, use means of transport linked to the local history (carts, sledges, 

bicycles, etc.) pulled by natural power (humans, animals, etc.) 

- Use means of transport and propellers that produce less emissions 

- Make sure that spent oils/batteries, tire treads, spare parts in general or other are correctly 

scrapped, in order to encourage recycling 

- Use organic-ecofriendly products for the cleaning and maintenance of the vehicles 

- Plan paths of different difficulty, some not too long, that give priority to the observation of 

places 

- Provide the means of transports with supports (editorial material, audiovisual, etc.) that 

allow the passengers to know better the territory and/or the theme of their travel 

- Provide the travellers with supports (GPS tools, tablets, etc.) that can be used during their 

movements within the area 

- Identify providers/renters of slow means of transport to suggest to the guests

3. Mobility and accessibility 

DIMENSIONS GUIDE LINES 

Length 

101 

- Prepare commercial offers at reduced costs if public means of transport are used to reach 

the destination (i.e.: by train, by bus) 

- For those who arrive by car: provide appropriate places for cars, or make agreements with 

private garages, allowing the gust to live the car and prefer slow means, during the stay 

- For little movements, favorite the use of means like rickshaw, tandem, bicycle, skate, 

etc., providing them to the guests, also involving local suppliers 

- In case of movements that take more than 60 minutes, consider the break as a moment for 

personal enrichment 

- Equip with means/solutions that allow the access to people with reduced mobility

4. Guide, incoming, activities 


Contamination 

Authenticity 


Time 

102 

- Encourage the interaction between the participants (role assignments, exchange of comments 

and suggestions on the visited attractions, etc.) 

- During tours/excursions, add meetings with witnesses of the place (artisans, farmers, expert 

people in the local culture, etc.) with whom the tourists can actively interact 

- Provide tourists , before during and after the visit, with materials useful for a different reading 

of the place 

- The script and the stage of the tour/experience use autochthonous elements and stories without 

trivializing them, caricaturing them, forcing fake/artificial situations 

- Sensitize tourists to the respect of the visited places, avoiding behaviors that may damage the 

environment (improper clothing, garbage, smoke/alcohol, confusion/noise, no adaptation to 

local custom, etc.) 

- Avoid too large visit groups 

- During tours/excursions favorite the visit of local producers (i.e.: farms, markets, artisan shops, 

etc.) and the purchase of their goods/services, so to spread the benefits of tourism within the 

local community 

- Dedicate time to redefine and/or build ex-novo routes, theme-based routes, stories, experiences 

and involving activities 

- Get to know better about the history, the material culture, the peculiarities of the place in order to 

have elements to add in the experiences, activities and in the services 

- Develop connections, relationships, networks between suppliers of activities involved in the “slow” 

circuits, in order to make them more aware, proactive and oriented towards the segment

4. Guide, incoming, activities 


Length 

Emotion 

103 

- The range of offers must also include some longer than usual ones (i.e.: 3-4 days “full 

immersion” in contexts usually visited in 1-2 days) 

- The content of the proposed tours/stays depends on the length of stay. In general priority is 

given to the deepening rather than the quantity of the visited attraction (e.g.: in the catalogue, 

there is a number of focused tours with a reduced number of visited attractions) 

- Use specialized guides for each theme that exists in the travel proposal and avoid “generic” 

guides/experts. With groups of “advanced” demand, the required specialization level of the 

guide increases 

- Give the possibility to customize proposals that are also “flexible”, depending on the needs 

(of time, contents/interests) of the tourists 

- Avoid crowd-pulling situations, instead suggest an original reading/visit, that distinguishes 

from the traditional one 

- Be prepared to modify/adapt the tour depending on the composition of the group, in 

particular in case of people with reduced mobility 

- Develop a guide-theme for each tour/experience, that will provide the many attractions 

and the modalities of the “script” with coherency 

- Select and develop the many components of the supply following the structure and the 

principles of the storyline/storytelling and coherently with the chosen theme 

- Use enthusiastic and competent guides. Enthusiasm and playing are important elements for 

enjoy the learning (edu-taiment) and the creation of unforgettable moments

5. Promo-communication and information 


Contamination 

Authenticity 


104 

- The tourism operator encourages in many ways the customers to write reviews and comments 

on their experience; make these comments public – preferably not anonymous –in a 

transparent way 

- In his promotion, he encourages a presentation of the experience as “neutral” as possible, 

using comments and reviews made by other guests and by highly considered 

journalists/media 

- The “slow” tourism operator is active on the web and particularly on the social media and in 

spaces dedicated to slow tourism/living (without exclusively talking about his service) 

- The slow enterprise continues the dialogue and the relationships with his guests even after 

their stay; if possible, keeps durable relationships alive 

- The images used in the “slow” promotion refer to real situations, without using pictures from 

other contexts, images banks, models 

- In the promo-communication activities, he uses solutions that minimize the environmental 

impact (FSC or PEFC marked paper; vegetal inks; local production merchandising, etc.) 

- Spread as much promotional material as possible through information supports that allow the 

reuse and the print only on request (e-mail, download, pen drive, cd, dvd, etc.) 

- The promotional materials always contain also indications of behavior for the tourist towards 

plants, animals and local traditions 

- In the road signs, minimize the visual pollution using formats, sizes, colors, supports, 

materials that are consistent with the context they have been placed

5. Promo-communication and information 


Time 

Length 

105 

- Dedicate time to ideate and build complete and accurate promotional supports (prefer indepth 

examination, care, detail, original reading, ethic involvement and avoid banality) 

- Dedicate time to gather materials (pictures, books, stories) that may adequately support the 

“slow” promotion of the area 

- Dedicate time to write all the information pack in at least three languages (depending on the 

area and the places of origin of the tourists) 

- Give high priority to a friendly and accessible use of technologic supports for all the potential 

users (easiness, accessibility standard, etc.) 

- The slow operator is available for their clients to provide a service of information and 

suggestions on the place (attractions, transports, etc.) even through mobile services (social 

media, chat, etc.) 

- In all the actions of internal and external promo-communication, the tourist is made aware of 

the involvement of the destination in the development of the “slow” tourism 

- In the tourist information offices, there's a person who knows everything about the local 

“slow” opportunities 

- In the destination website/portal exists a specific section dedicated to the “slow” tourism 

that identifies resources, routes, activities and operators 

- The website is organized in order to have different progressive levels to deepen the 

information, depending on the user/tourist’s needs to know (more details, wider and more 

complete routes, attached materials, etc.) 

- Encourage the preparation of the “slow” travel in the area by the traveller, making materials 

on the destination available on the website (pres., films, music, images, documents, etc.) 

- Develop solutions to give information based on mobile technologies that may facilitate a 

richer experience of the local reality (both specific sites and destination)

6. Destination Management 


Contamination - The “slow” tourist management tends to prefer: networks between operators; exchange 

between tourists; meetings between tourists and local people; involvement of the local people 

in the local tourism field. The DMO activities constantly tend to support this articulated system 

of relationships 

Authenticity 


Time 

106 

- Working in the “slow” segment means opposing to standardization, globalization and 

trivialization, at least in those companies/activities – necessarily selected – that join the 

network 

- The “digging”, the finding, the confirmation of typically autochthonous elements become not 

only a factor of differentiation towards alternative destinations but also the “nourishment” of 

the stories and experiences that turn into tourism products 

- A “slow” destination is deeply involved in sustainability (as local community and towards 

guests) and in the reduction of environmental impact. The systematic improvements in this 

sense must be monitored and certified in the many areas of the tourism field 

- The development of the “slow” product is complex; it requires time and a constant guide action 

from the tourism management/marketing subject 

- The “slow” approach doesn’t depend much on the “physical" or organizational requirements, 

but on the people of the supply system, on their active involvement, enthusiasm, qualification. 

Working on these factors requires training, report work, longer time of realization 

- The “slow” product is first of all an educational product: it works on persistence

6. Destination Management 


Length 

Emotion 

107 

- Being “slow” is a value: use the “slow” product as an element for the positioning and the 

differentiation of one’s own tourism supply 

- Plan solutions, services and routes for the “slow” tourism and for people with reduced mobility 

in the tourist-territorial planning 

- Develop forms of alternative tourist capacity based on natural solutions (mountain huts, 

treehouses, sleeping in straw, etc.) 

- Plan some crowd-pulling events based on the “slow” philosophy (unbeaten paths, original rereadings, 

unusual and reflective experiences) 

- Select Tour Operators and commercial partners in general that work with the same philosophy 

- A “slow” destination doesn’t measure just the satisfaction of the guest (for the availability of 

services); the emotion aroused and the uniqueness of the experience should be assesses; the 

"transformation" of the guest is the final aims of the management/marketing action

6. GOOD PRACTICES

Good Practices 

ACCOMODATION

Albergo diffuso (scattered hotel) 

When the hotel is the entire old village 

Read the articles at: 

http://travel.nytimes.com/2010/05/23/travel/23journeys.html?scp=1&sq=albergo%20diffuso&st=cse 

http://travel.nationalgeographic.com/travel/italy-hotels-traveler/ 

110

GEM Hotels 

Keywords/payoffs: 

− CONNECT with the real NY 

− mindful of being GREEN 

− VALUE in the city 

− individualized SERVICE 

− NEIGHBORHOOD discoveries await 

111 

New York Hotel Experience 

Best Practice: 

www.thegemhotel.com 

− GEMmine: chalkboard in the 

lobby where to make and 

read recommendations on 

things to do

France 

www.les3poussins.com 

www.apostrophe-hotel.com 

112

Some Examples in Italy 

www.bolognarthotels. 

it 

� Best Practice: 

- Calendar of Events in the city 

- Dedicated Staff 

www.lamorosahotel.com 


- Local culture presentation

Some Examples in Italy 

114 

www.geniuslociumbria.com 

� Good Practice: 

- Evening discussions on 

medieval and Renaissance 

music and art 

www.hotelmirabello.it 


- Flexible checkout 

www.palazzorighi 

ni.it 


- Mansion discovery

New Projects: Hotel Energy Solutions (HES) 

� UNWTO project 

� Information, technical assistance 

and training for SMEs in the 

tourism sector 

� Increase efficiency and the use of 

renewable energies 

� Pilot destinations: 

- Haute-Savoie (Francia) 

- Palma de Mallorca (Spagna) 

- Bonn (Germania) 

- Strandja (Bulgaria) 

www.hotelenergysolutions.net


Travel Agencies/Tours

� Go Slow Travel 

- Nasce a Stoccolma come agenzia viaggi specializzatasi sulla cultura 

del vino e della buona cucina toscana e piemontese. 

- Sviluppa l’idea dello “slow trip”: organizzare di esperienze di viaggio 

che “aiutano a rallentare il ritmo” e ad “illuminare le giornate”. 

- Go Slow Travel si propone come “ispiratore”: il turista può così aver più 

cura del proprio tempo - fisicamente, intellettualmente e spiritualmente. 

� “Travel in the Footsteps of the Connoisseurs” 

- È un diverso modo di viaggiare, in tutta libertà; 

- Non ci sono obblighi o programmi da seguire; 

- Piena flessibilità e controllo del proprio tempo, dov’è possibile dedicare 

il giusto tempo per ogni visita e, complessivamente, dell’intera giornata; 

- Viene fornito un GPS pre-programmato che contiene l’indirizzo del 

alloggio e una serie di indicazioni su cucina locale, cultura e luoghi; 

- Il viaggio che viene proposto sul GPS contiene di una serie di “perle” che 

vengono vissute secondo il ritmo personale, dove il tempo delle visite e 

l’intensità dell’esperienza sono decise in piena autonomia dal turista. 

http://www.goslowtravel.se/

www.slowtraveltours.com

www.france-ecotours.com 

119


Restaurants/Catering

Café Slow (Japan) 

121 

www.cafeslow.com

Estravagario (Italy) 

� Ristorante 

� Caffé-Punto di relax 

� Piccola sale lettura 


- Riferimento culturale della community attraverso i 

contenuti originali veicolati sul sito web 

www.estravagario.org 

122


Activities 

123

Rural Experience 

www.ariannandfriends.com/olive-harvest-experience-tuscany.htm 

124


Associations/Online communities

Slow Japan 

126 

www.slowjapan.wordpress.com

Ermes 

� Best practice: 

- Character/personality "slow" 

- Analysis of impacts 

- Ethic chart 

www.ermes.net

Ermes 

� Best practice: 

- Features/personality 

"slow" 

- Impact thermometer 

www.ermes.net

� Car Free Walks (UK) 

www.carfreewalks.org 

� Ramblers Association (UK) 

founded in 1935 

www.ramblers.org.uk

SlowTravel 


- High interaction among vistors 

- Forum and chat 

www.slowtrav.com 

� Slow Travel is an online community 

and a resource for finding vacation 

rentals. We are not travel agents, we 

do not run a vacation rental agency. 

We run a message board where 

Slow Travelers exchange 

information, a photo gallery where 

we collect travel pictures and the 

website where we collect travel 

information and vacation rental, 

hotel and restaurant reviews 

submitted by members of the 

community. 

� Slow Travel is not affiliated with any 

travel company or vacation rental 

agency. We are independent. 

� This website was created in April 

2000 by Pauline Kenny and Steve 

Cohen from Santa Fe, NM. The Slow 

Travel websites were acquired by 

Internet Brands in January 2007. The 

Slow Travel sites join their family of 

travel websites.

www.compagniadeicammini.it 

131


Events

Primavera Slow (Italy) 

A wide programme from 26 March to 5 June: 

− Walk excursions 

− Boat excursions 

− Bike excursions 

− Plane excursions 

− Birdwatching 

− Fotography 

www.podeltabirdfair.it 

− Laboratories 

− Exhibitions and 

Congresses 

− Sports 

− Events 

133

www.slowtravelberlin.com


Destinations

136 

www.roundreadingwalk.co.uk/

137 

� Inter-modes approach: 

- Connections between 

different means of slow 

transport 

www.slowtraveluk.com

SLOWENIA 

the next best practice of slow destination 

138

Thank you for your attention 

Stefano Dall'Aglio sda@econstat.it 

ECONSTAT 

Strategies for the Travel Industry 

Via Irnerio 22, 40126 Bologna, Italy - T. +39 051 264 941 - F. +39 051 224 830 

www.econstat.it

SLOW TOURISM SEMINAR

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