5 Ways to Attract the 'Slow Travel' Market

Peoples lives are increasingly hectic and non-stop, and as a result more travellers are seeking experiences that allow them to slow down, connect deeply with a destination, and travel with greater intention. This is now being referred to as "Slow Travel".

At its heart, slow travel is about quality over quantity. It’s not about ticking off a list of top 10 attractions - it's about immersing yourself in the culture, savouring the moments, and leaving a lighter footprint behind. Phil Dengler, a co-founder of travel information site The Vacationer suggests this to travellers wanting to slow down on their travels: 

“Your to-do list should be very short or non-existent,” Dengler said. “Either come with a plan to spend most of your time at only a few locations or take recommendations from locals on the fly. When visiting a spot or destination, you should aim to understand its meaning as opposed to just checking it off your list. In most cases, you will have to spend more time than usual, but you should come away with a much deeper understanding.”

As this trend continues to grow, there’s a real opportunity for tourism businesses to adapt their offerings and marketing to appeal to slow travellers. We’ve put together five key strategies to help you do just that, based on global insights and great examples from around Aotearoa.

1. Embrace Authenticity: Make It Personal

Travellers today want to go beyond the typical sightseeing - they’re seeking connection. In fact, 73% of global travellers say they look for authentic, local experiences, especially when travelling with children. This is where you can truly shine. 

“You talk with more locals and do more ‘off the beaten path’ activities, and not just things you see on Trip Advisor.”

Tip for Operators:

Introduce your team or hosts on your website. Let your future guests get to know the real people behind the experience. A great example is Elements of Castor Bay, who share a warm and genuine “meet your hosts” section that builds trust and excitement before guests even arrive.

2. Curate Local Recommendations

74% of travellers want recommendations from locals. There’s something special about being recognised at a cafe you’ve visited more than once or discovering a hidden gem a local swears by.

“There is nothing like going back to the same restaurant a few times and the waiters and owners start to see you as a friend instead of a tourist.”

Tip for Operators:

Create a short guide of local favourites. Bella Vista Motels nailed this by asking their 27 locations to compile personalised lists of must-do activities in their regions - many of which are overlooked by the average road tripper. These guides create a more meaningful, slow travel itinerary and deepen the connection with the region and are shared on the Bella Vista website blog.

3. Stress Less, Connect More: Design for Families

For many parents, travel is a chance to slow down and reconnect as a family - not just cram in every attraction. 65% of families prioritise learning about culture and heritage while spending quality time together.

“Slow travel also gives your family a chance to focus on spending time together... and be more relaxed.”

Tip for Operators:

Make it easy for families to find what suits them. For example, Kaikoura Kayaks highlights their family-friendly tours on their blog. And Visit Ruapehu does a great job categorising experiences to help families choose slower-paced, meaningful adventures.

4. Encourage Longer Stays (Or Slower Pace)

Travel trends are showing that people are staying longer at destinations, and slower seasons are seeing increased interest. But it’s not always about staying longer, sometimes it’s just about encouraging guests to slow down and stay present.

Tip for Operators:

Use newsletters to share your personal recommendations for enjoying the region at a slower pace. Kaikoura Kayaks does this well by sharing their top local picks, helping guests create a more relaxed itinerary that goes beyond the usual suspects.

5. Sustainability Matters More Than Ever

Travellers are increasingly conscious of their impact. 73% agree it’s important to minimise their environmental impact, and 62% value communication about sustainability initiatives.

“Choosing low-impact transport, supporting local economies, and engaging in responsible behaviour that protects natural and cultural resources.”

Tip for Operators:

Shine a light on your sustainability efforts, especially on social media. A great example is this Instagram post from Wharekauhau Lodge showing their eco-conscious practices in action. It's authentic, visual, and reinforces values that matter to today’s traveller.

It's a Mindset Shift

The concept of slow travel is another great example of a mindset shift (a bit like Coolcationing!). It’s about conscious choices, deeper experiences, and creating moments that last longer than a packed itinerary ever could.

By positioning your tourism business to support and celebrate slow travel, you’ll not only attract a growing audience, but also create more meaningful connections with your guests, your community, and your place. We'd love to help you refine your messaging and content strategy to align with the slow travel movement - get in touch with the team at Tomahawk today.

Article Content Inspiration

• Slow Travel: The Growing Desire to Travel Like a Local
• 'Slow Travel' Might Be The Key To A Better Vacation. Here's What It Is
• Experts Say 'Slow Travel' Might Be The Key To Your Best Vacation Ever — Here's What That Means