Travel Reference
In-Depth Information
alternative. One possible option is that this niche will continue to grow, but
at a relatively modest rate. Thus, it would remain as a small market segment
in comparison to mainstream tourism. It will nevertheless enjoy a status sim-
ilar to alternative, eco- and responsible tourism, which are becoming more
diffuse. Some of the characteristics of the market will include people taking
advantage of revitalized overland passenger transport networks, staying at
destinations located within closer proximity to the place of origin and re-
kindling the resurgence of interest in local food and beverages.
Slow travel destinations emerge
A second scenario might be that slow travel emerges as a more mainstream
market. This will require commitment on the part of destinations to become
future-makers rather than takers (Ellyard, 2006). An emergent market in
Europe has been reported by Euromonitor (2008, p15):
Slow travel in Western Europe is forecast by Euromonitor
International to record healthy growth over the next five years,
at an estimated 10% Compound Annual Growth Rate (CAGR),
becoming a significant alternative to 'sun and sea' and cultural
tourism. Consumers are expected to regard slow travel as the
most relaxing - and possibly rewarding - holiday option. This
type of tourism will attract consumer segments such as baby
boomers as well as health and socially-conscious people. Slow
travel's increasing popularity is expected to produce a noticeable
impact on travel and tourism worldwide.
In response to this growing trend, it is envisaged that some destinations will
re-invent themselves as slow travel places. Dolnicar et al (2009), for example,
argue that destinations will need to look beyond their own borders to achieve
low-carbon tourism. They suggest, for example, that destinations will need to
encourage short-haul tourism by train travel, offering added value for visitors
such as free circulatory buses and cycle hire so as to reduce the necessity to
carry equipment to the destination by car.
The potential for small- to medium-size resorts across all continents is
enormous; there will be a revitalization of place and regions (Arnesto and
Martin, 2006). Some examples of development point to this happening
already. The Alpine Pearl resorts, for example, is an attempt by 22 destina-
tions to sustain nature and reduce impacts on the environment by offering soft
mobility holidays (Matos, 2004). These focus on car-free holidays and involve
investment in other more sensitive modes (walking, cycling and electric cars)
and the integration of public transport. Verbeek and Mommaas (2008) argue
that it is an environmentally sound product, but that it is still in the develop-
ment stage. The institutional barriers between transport and tourism
providers, across borders and sectors of tourism have not entirely been over-
come. The authors comment that there is also a need to design slow travel
products and destinations according to different time and spatial settings
to meet the requirements of the slow traveller. The European Environment
