The average American’s favoured aspects of travel are also aligned with the values of slow tourism. When asked what they were most
looking forward to, Americans almost unanimously pinpointed experiential travel
— in fact, staying by the pool, shopping and nightlife were the least
popular incentives to travel.
Another complimentary trend to slow travel is the rise in culinary tourism,
which values local produce and supports small businesses. This industry is
expected to grow by $126.28 billion between 2022 and 2027.6
Discovering new places (43%) and cultures (40.5%) were some of the most
appealing reasons. Although exploring new locations is a top incentive to
travel, this doesn’t mean that holidaygoers like to travel between many
destinations, instead, most would rather immerse themselves in one place. In
fact, 89.8% prefer to stay in one spot for the whole trip — a pace of travel
ideally suited to the slow and sustainable travel ethos.
Despite the popularisation of the city break, almost four in ten Americans
would like to immerse themselves in nature on vacation (40.6%) – a more
popular pastime than simply spending time at the beach (37.4%). In fact, 90.6%
of respondents said they would prefer a quieter destination.