We live in a fast, all-consuming society. People want things yesterday — and all at once. The same goes for travel. The rise of the holiday was fuelled in the latter part of the 20th century by the advent of the jumbo jet, statutory leave and improvements in living standards with budget airlines helping to create the short-break market. That created a tourism sector based on constant movement — the old cartoon of a bemused tourist: “It’s Tuesday so it must be Frankfurt” comes to mind. Every night a new town, and every day more travel is a compelling urge.
Travel is now, however, under the scrutiny in these times of the climate emergency. Cop26 in Glasgow pressed the need for a cut in carbon emissions. While technology will play its part, behaviour change is key — introducing, slow tourism. Slow tourism flies in the face of the previously courted bucket-list adventure seekers. It’s a more meaningful and less impactful way to travel — where people visit a place, stay local and make a connection with the place. Like slow cooking, it is about the richness of the flavour.
The great luxuries in life are time, space and human contact but modern living can be a barrier. Time in a special cottage or wonderful hotel, and enjoying lovely people who want to look after you, is true luxury. Scotland is well placed for this. Our landscapes and experiences are world class, whether they be traversing the Affric Kintail Way or foraging with Wildwood Bushcraft.
Slow tourism is not new but, in an ironic twist, it is gathering pace driven by visitors’ awareness of their impact on the landscape and communities, while almost two thirds of international travellers say the pandemic has made them want to travel more sustainably. The industry will need to become greener to make the choice for visitors easier. It is about offering a product that allows for sustainable travel, be it by train or bicycle, and the ability to eat local and fresh, encouraging visitors to have those localised experiences unique to the destination.
Tourism is about generating economic activity but not at a cost to the environment. It creates jobs, supports rural communities and is a showcase for Scotland. For visitors, it is about creating a bond between the people and the places. And, like all good relationships, sometimes taking things slow is better in the long run.
