Slow traveling is less about a trend and more about a perspective: a travel style where authentic cultural experiences, and nature’s healing power converge to create a powerful memory! Personally, I don’t think we could ever trace the beginning of this. There was a time when we escaped the farmlands, the villages, and the hills to find a busy and lavish city life. Today, many of us want to go back to where we came from! Part of the change is official, while the other part is a desire that is growing miraculously within many of us and its branches are spreading out to build a community of awakened travelers. More about that later, because in this blog we will be focusing on the former part – the part that is official (Slow Travel movement history).
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The Birth of the Slow Movement
In 1986, McDonald’s opened a branch on the Piazza di Spagna in Rome, Italy. This sparked a protest they didn’t see coming! Carlo Petrini, an Italian journalist and activist and his friends handed out bowls of penne pasta to passers-by and said, “We don’t want fast food…we want slow food,” on repeat instead of carrying generic protest signs. Though McDonald’s opened anyway, this protest marked the beginning of the Slow Food Movement – that valued local cuisine, mindful eating and embracing the regional food and traditions of a destination.
In 1989, representatives from 14 other countries joined Petrini to sign the Slow Food Manifesto. Here’s an excerpt from the Manifesto:
“We are enslaved by speed and have all succumbed to the same insidious virus: Fast Life, which disrupts our habits, pervades the privacy of our homes and forces us to eat Fast Foods… A firm defense of quiet material pleasure is the only way to oppose the universal folly of Fast Life… May suitable doses of guaranteed sensual pleasure and slow, long-lasting enjoyment preserve us from the contagion of the multitude who mistake frenzy for efficiency. Our defense should begin at the table with Slow Food. Let us rediscover the flavors and savors of regional cooking and banish the degrading effects of Fast Food.”*
*(As published in “Slow Food: A Case for Taste” in 2001)
Who is Carlo Petrini?
Not every remarkable movement wears its identity on a signboard, which is why I find it so important to know who the changemakers are! So if the idea of slow traveling appeals to you, I think you should know of Carlo Petrini, the Father of Slow Movement.
Born on 22nd June, 1949, in the commune of Bra, Province of Cuneo, Italy. Petrini was formerly an Italian journalist and political activist. He rose into prominence when he led the protest against the opening of McDonalds in Italy, and later founded the Slow Food Movement in 1989 and was appointed the President of the organisation. He also founded the University of Gastronomic Sciences in 2004 for sustainable food system innovators and new gastronomists. His contributions have earned him many reputable accolades, along with a Lifetime Achievement Award in 2013.
The Beginning of “Slow Travel” as a Concept
The ideology behind the Slow Food Movement gradually started inspiring many other aspects of life, tourism included. As a term, the beginning of Slow Tourism is traced back to the 1990s* but it wasn’t a prevalent practice everywhere. (*as per a 2023 research article)
The ever-growing appetite for new passport stamps quickly led to mass tourism. Traveling was no longer about experiencing a destination, it was only a giant tick off on the list of ‘fancy things to do’ in a consumerist culture. What became apparent as per the WHO findings was that depression was spreading its giant claws across our digitalised and industrialized world. This is when the “Italian dream” started to overshadow the “American dream.”
The Pandemic Effect
And then came COVID-19. Surrounded by death, uncertainty and fear, the pandemic had a deep impact on our psychology. Towards the end, it also left us with a whole new level of appreciation for interactions, relationships and our Mother Nature.
Some changes that were influenced due to the pandemic restrictions became lifestyle choices for many who were able to resonate with it. For example, driving to nearby locations or longer road trips have now been embraced as popular travel trends. In a Tourism & Hospitality survey conducted during the pandemic, the majority of travelers revealed that their motivation for traveling was to relax and rejuvenate their body and mind. The Conde Nast Travelers’ Annual Readers’ Choice Survey 2024 confirmed the following:
- Experiencing the ‘culture’ of the destination is one of top reasons why we are traveling!
- 59% confirmed wellness traveling is a method of self-care.
- Adventures in nature like fishing, hiking or surfing are rated as top-tier wellness travel trends. 39% craved being out in nature!
- The culinary experience of the place played a vital role!
The Future of Slow Travel
For the travelers seeking the slow experience, this style has much to offer and your adventure has only begun! Here’s how you can make the best of these journeys in the coming year:
- Opt for homestays/resorts closer to nature. The staycation could be a slowcation in itself if you find the right place.
- Indulge in activities that bring you closer to the culture of the place. More and more eco-resorts are selling experiences now, from slow cooking to Taichi classes, there’s something for each of us!
- Choose screen-free retreats! I create a lot of content when I am slow traveling, because as a content creator this is my job. However I have found a way to balance it! The only use of my equipment and phone when I am traveling is for my work, I ensure they are not hindering my experience the whole time.
- Treat your trip as a wellness movement. Choose a destination that is steeped in nature and take your time to stroll through it!
- Plan with your friends, or partner so that you witness this journey together.
If you have questions or more information about Slow traveling and want to discover more content, drop me a “hi” on Instagram!
