Slow tourism is a response to the saturation of fast, quantity-driven tourism that prioritizes ticking off places rather than truly experiencing them. It also addresses the need to create new models for valuing territories. More and more destinations are choosing to invest in soft mobility, local experiences, and longer stays to improve the quality of their offer, better distribute economic benefits, and promote more respectful ways for visitors to connect with places. In this article, we explore what slow tourism really means, why it’s gaining momentum, and how Etifor can support destinations in this transition.

The term “overtourism” was reportedly coined by the travel and tourism platform Skift in 2016, driven by concerns over annual tourist flows reaching one billion. A record-breaking figure was reached in 2019, with 1.46 billion international tourists. Recovery came sooner than expected, with 2023 achieving 89% of pre-COVID levels. Amid the ongoing debate around overtourism and anti-tourism, it’s worth asking if a return to pre-pandemic levels is desirable.