Silent tourism, slow tourism, and 7 other emerging sustainable tourism trends

After a year characterized by record-breaking heat and growing awareness of one’s environmental impact, it’s essential for those involved in tourism, as well as the travelers themselves, to not only minimize their ecological footprint while on their journeys but also to proactively engage in safeguarding natural habitats and supporting local communities.

This blog post explores the latest sustainable tourism trends, encouraging destination management organizations (DMOs), attractions, travel businesses, tour operators, and tourists to adopt environmentally friendly practices. This movement aims to cultivate a more sustainable and responsible tourism sector.

1 What is silent tourism? Finding peace in travel

In 2024, the travel industry is increasingly embracing silent tourism, appealing to those in search of serenity amidst the hustle and bustle of contemporary life. This emerging trend provides a haven from the crowded tourist spots, offering individuals a chance to detach from the everyday distractions. As the world moves forward from the pandemic and faces various global issues, the desire for peaceful moments becomes more pronounced. Silent tourism encompasses serene journeys such as wellness retreats focused on meditation, tranquil hotels designed for rest and rejuvenation, and nature excursions free from digital disturbances. Examples of such destinations include the European Quiet Parks, the Peace & Quiet hotel in Swedish Lapland, Silent Living guest houses in Portugal, and Spain’s ancient pilgrimage route, Camino de Santiago. Additionally, those looking for silent adventures might explore the quiet trails of Japan’s Kumano Kodo or the Arctic expanses of Finland.

The recent rise in the popularity of silent walking, as showcased on social media forums like TikTok, indicates a widespread yearning for tranquility away from the relentless noise of technology. Solo travelers, representing 17% of worldwide travel, are becoming more attracted to silent tourism for its distinctive combination of solitude and mindful experiences. This trend supports the Global Wellness Institute’s forecast of wellness tourism escalating by 21% by 2025, hinting that silence might be the much-needed remedy for today’s pervasive overstimulation. Moreover, silent tourism is in harmony with sustainable travel goals, focusing on conscious engagement with both local communities and the environment.

Advancing silent tourism with artificial intelligence advancement

Developments in artificial intelligence (AI) are reshaping how tourist destinations engage with their visitors, offering more personalized and easy-to-navigate travel experiences. For instance, AI-powered content management systems can produce customized guides and itineraries that appeal to a wide range of interests, helping to distribute tourists more evenly across less crowded areas. Additionally, AI-based translation tools, like DeepL, eliminate language obstacles, granting people from different language backgrounds effortless access to information. The advancements in text-to-speech technology also elevates the exposures of visitors by providing audio guides with superior narration quality, maintaining the calm ambiance desired at silent tourism sites.

Platforms such as SmartGuide digital audio guide utilize these technologies to bolster silent tourism. They also offer big data analytics capabilities, enabling tourism entities to analyze tourist behavior and preferences to better manage visitor flow. This approach not only aligns with the principles of silent tourism by avoiding congestion but also contributes to the preservation efforts of the destinations, demonstrating that technology can serve as a valuable partner in safeguarding the tranquility of silent travel spots.

2 A new way to travel — Rise of slow tourism

Slow tourism, also known as slow travel, is another growing sustainable tourism trend that emphasizes a more relaxed pace of travel. This method allows travelers to form deeper connections with the local cultures, environments, and communities they visit. Not only is this trend becoming more popular, but it is also expected to expand at a compound annual growth rate of about 10%.

At its core, slow tourism moves away from the conventional, often consumer-driven motives for travel. Rather than hurrying from one destination to another or checking items off a list, slow travel focuses on meaningful, educational, and emotionally fulfilling experiences. A survey capturing the opinions of Americans from various backgrounds revealed a significant interest in slow tourism, with more than 94% of participants indicating a desire to pursue such travel experiences in the future. Likewise, research shows that 53% of people in France are interested in slow tourism, showing a preference to take their time exploring a country and enjoying distinctive encounters while deepening their understanding of foreign cultures.

One key benefit of slow tourism is its positive environmental impact. By choosing slower transportation methods such as trains instead of planes and extending stays in each destination, travelers considerably lower their carbon footprint. This not only helps in reducing pollution but also aids in conserving destinations for future visitors. Moreover, slow tourism develops cultural appreciation and insight, motivating tourists to delve into the subtleties of local life. This approach benefits local economies by channeling tourist expenditure towards smaller enterprises and mitigating the negative effects associated with overcrowded tourism.

AI-powered recommendations — Charting the course for slow tourism

AI-powered personalized recommendations are becoming fundamental in the travel sector, akin to their role in retail and entertainment. By 2024, leveraging data from a traveler’s past trips, preferences, and activities, AI can tailor recommendations for attractions and destinations that align with their interests. This personalized technique not only enhances the travel experience but also enables Destination Marketing Organizations (DMOs) and tourism businesses to efficiently introduce additional services, thereby benefiting local economies.

For example, if a visitor has a passion for local art, an AI system could pinpoint and recommend leading museums or art exhibitions that match this interest. Thus, AI-driven suggestions from platforms like SmartGuide audio guide contribute to slow tourism ideals by encouraging travelers to deeply investigate undiscovered attractions that precisely match their interests. This approach promotes sustainable travel by spreading out tourist numbers.

3 Steering towards a greener future with train travel

Amid rising concerns about the environmental impacts of flying, trains are evolving as a sustainable and efficient travel option. For instance, a return flight from London to Madrid emits roughly 0.38 tons of carbon dioxide per person, which is the amount of carbon dioxide saved by following a plant-based diet for half a year. Choosing train travel, particularly for shorter distances, can greatly lower an individual’s carbon footprint.

To encourage more eco-conscious travel decisions, governments and industry players are taking steps to make train travel more appealing. France, for example, has introduced legislation to prohibit domestic flights on routes that can be traveled by train in 2.5 hours or less. While this policy could be more comprehensive, it clearly indicates a preference for rail over air travel within the country.

Moreover, Europe is experiencing major growth in its high-speed and overnight train services. Several ambitious projects aim to link more European cities, making train travel more convenient and accessible. The launch of new routes, including sleeper services from Brussels to Prague and Amsterdam to Barcelona, along with a new Eurostar connection making it easier for skiers to reach the French Alps, highlights the increasing interest in and support for rail travel.

4 The beginning of sustainable flying and zero-emission flights

The pursuit of eco-friendly air travel has been an ongoing challenge, seeking to balance the global need for connectivity with the imperative of environmental conservation. Despite aviation’s contribution to 2.1% of worldwide carbon emissions, the appetite for air travel shows no sign of waning, with projections indicating a rise from 4 billion passengers in 2019 to 8 billion over the next two decades. This surge is largely fueled by the growing middle class in densely populated nations such as China, India, and Brazil.

Addressing the critical issue of sustainability in aviation doesn’t mean halting air travel but rather reinventing it. Sustainable Aviation Fuels (SAFs) have emerged as a crucial step forward in this direction. A landmark event in the aviation sector was Virgin Atlantic’s accomplishment of the first trans-Atlantic flight without relying on fossil fuels, demonstrating the important role SAFs can play in minimizing the ecological footprint of air travel.

Other efforts globally reflect a strong dedication to cleaner aviation. Sweden has laid out aggressive plans to achieve fossil fuel-free domestic flights by 2030 and aims to apply this to international flights by 2045. In terms of aircraft innovation, Airbus is working on the first commercial jets with zero emissions, powered by hydrogen and launched by 2035. Meanwhile, UK-based Hybrid Air Vehicles is developing the Airlander 10, a helium-filled, hybrid-electric airship slated for release by 2027, with ambitions for fully zero-emission versions by 2030.

5 The global carbon budget and impact of carbon passports

The travel sector is focusing on minimizing its carbon footprint through a modern approach known as carbon passports. This concept aims to regulate individual greenhouse gas emissions by setting a yearly carbon limit for each person. By allocating a specific carbon budget, carbon passports intend to restrict travel activities based on one’s carbon usage, aligning personal habits with global efforts to curb emissions and prevent climate change.

Looking ahead to 2040, the adoption of carbon passports is expected to become more widespread, necessitating rigorous monitoring of one’s carbon footprint. This would involve tracking a variety of activities, from utilizing car-sharing services and flying, to everyday tasks such as shopping for groceries, all through smartphone technology.

By 2040, it is projected that each individual will be limited to an annual carbon allowance of around 2.3 tons. This is a remarkable reduction from the current per capita emissions seen in countries like the United States (16 tons), Australia (15 tons), and the United Kingdom (11.7 tons). The deployment of carbon passports is designed to dramatically lower these numbers, guiding both individuals and societies towards more sustainable living and travel practices.

In addition to carbon passports, the travel industry is exploring new ways to decrease resource consumption and promote sustainability. For instance, tour guide applications like SmartGuide are leading the way with self-guided tours provided via travelers’ smartphones. These digital solutions not only do away with the need for physical brochures and guides but also play a crucial role in preserving the environment.

6 The shift to carbon-zero destinations and regenerative tourism

Carbon-zero destinations are the locations that set their goal to reduce carbon emissions to negligible amounts. Queenstown in New Zealand is on the path to becoming the world’s first carbon-zero tourist spot by 2030, thanks to a series of de-carbonization efforts. For example, Air New Zealand is planning to update its domestic aircraft to ones powered by green hydrogen or battery hybrids by 2026. Additionally, the area is enhancing its electric vehicle facilities, introducing compact hydrogen-powered boats for lake crossings, and initiating new renewable energy ventures such as solar panels alongside existing wind turbines. The focus is also on adopting regenerative tourism approaches to safeguard natural resources for future generations while still welcoming an increasing number of tourists annually. In Hainan, China, similar initiatives are being pursued to cut carbon emissions and fortify eco-friendly tourism practices. By aiming for a carbon-zero status, these locations are laying down a blueprint for other areas worldwide to emulate in using environmentally sustainable methods.

What is regenerative tourism?

Regenerative tourism goes beyond merely minimizing the detrimental impacts of travel on the environment. This strategy proactively seeks to restore and improve ecosystems that have been degraded. For instance, in various coastal regions, some tour operators organize activities for cleaning beaches, enabling tourists to contribute significantly to the conservation of marine environments. Moreover, certain travel companies offer exciting journeys that engage travelers in planting trees, thereby aiding reforestation projects. At its core, regenerative tourism focuses on generating quantifiable positive outcomes, advancing past the goal of simply reducing the adverse impact travel has on our earth.

7 Community-based tourism — Preserving cultures and creating opportunities

The growing awareness on sustainable tourism is driving a shift towards more positive effects on local economies and communities, leading to the emergence of Community-Based Tourism (CBT) as an alternative to the negative consequences often associated with mass tourism. Such drawbacks can include the weakened local traditions, the disappearance of traditional jobs, the displacement of residents from their homes, and the exclusion of locals from tourism-related decision-making.

CBT strengthens community members by involving them in the planning, development, and management of tourism within their regions. This approach not only helps in preserving cultural heritage but also delivers economic benefits, supports environmental preservation efforts, and encourages local participation in tourism ventures. Notable examples of successful CBT projects include initiatives in Santana Madeira, among Navaho tribes in Arizona, and in Skanzen, Slovakia.

In September 2023, Yucatán, Mexico, witnessed the launch of a groundbreaking initiative aimed at counteracting the effects of overcrowding in the region. The “Capacity Enhancement for Community Tourism in Yucatán,” introduced by The Secretary of Tourism Development of Yucatán (SEFOTUR), UNESCO in Mexico, Airbnb, and the Union of Community Tourism Cooperatives Co’ox Mayab, represents a major advancement. As the inaugural program of its kind in Mexico, it seeks to equip small, local operators with the necessary resources and expertise to flourish through responsible tourism practices that prioritize community well-being and the preservation of the environment.

8 Exploring the green behind the scenes with back-of-house tours

Back-of-house tours are becoming a popular sustainable tourism trend, highlighting eco-friendly measures in hotels and other tourism establishments. These tours offer travelers insight into how these businesses reduce their environmental impact and adopt sustainable practices.

A study by Booking.com discovered that 87% of global travelers express a desire to engage in sustainable travel, with 67% ready to spend more for environmentally friendly experiences. This indicates a strong market demand for sustainable tourism activities, including back-of-house tours that shed light on green initiatives within the hospitality industry. For example, the Sustainability Back of House Tour provided by the Maldives Underwater Initiative (MUI) at Six Senses Laamu allows guests to see the resort’s sustainability efforts firsthand.

Hotels and resorts are progressively investing in sustainable technologies to decrease their environmental footprint. Implementations like energy-saving lighting, water-conservation fixtures, and strategies to minimize waste have become commonplace.

A report by the World Travel & Tourism Council (WTTC) states that the global travel and tourism sector is responsible for approximately 8.1% of worldwide greenhouse gas emissions. By conducting back-of-house tours that emphasize these sustainability measures, tourism entities can engage their guests more effectively while also contributing to the reduction of the industry’s overall environmental impact.

9 Shoulder season travel — A strategic approach to avoiding over-tourism

Shoulder season travel, defined by its occurrence between the high and low travel seasons, is becoming appealing among a wide range of travelers. Heading into 2024, this trend is driven by various social, economic, and environmental factors. The ongoing cost of living crisis has prompted many individuals to look for more cost-effective travel opportunities, with shoulder season emerging as a favorable choice due to its typically lower prices. According to a survey by Booking.com focused on 2024 travel trends, price is a key consideration for 62% of those planning trips. Almost half (47%) of participants are thinking about pulling their kids out of school to capitalize on the reduced costs associated with off-peak travel.

The attraction of traveling during the shoulder season is also enhanced by warmer temperatures and the rise of flexible working arrangements. The ability to travel in these quieter periods, coupled with agreeable weather and adaptable work schedules, helps distribute tourist activity more evenly across the year. This alleviates the pressure on destinations that often face overcrowding during the high season.

Current policies and events around sustainable tourism

Throughout 2023, a series of events and legislative actions have underscored a growing shift towards carbon-neutral tourism. This movement paves the way for a future where sustainability is the top priority for the tourism sector. Some of these include:

1. EU Green Deal Destination Certification Launch (2023)

• The initiation of this program set an important precedent by creating globally acknowledged standards for sustainable tourism, covering key areas such as efficient use of resources, managing waste, safeguarding biodiversity, and involving local communities.
• Beginning in 2024, the inaugural certifications will offer a clear and accountable framework for tourist destinations to demonstrate their dedication to preserving the environment.

2. World Travel & Tourism Council Global Summit 2023 (WTTC)

• The World Travel & Tourism Council (WTTC) emphasized the importance of conservation methods in safeguarding the natural and cultural heritage that forms an essential part of tourism experiences.
• At the summit, discussions were centered around contemporary conservation strategies, including the sustainable management of resources, collaborations in ecotourism, and conservation efforts led by local communities.

3. Announcement of the 2023 Global Destination Sustainability Index (GDSI) Results

• The GDSI provided an analytical evaluation of sustainability initiatives in different locations, establishing a benchmark for others to measure against and motivating ongoing enhancements.
• By evaluating aspects such as environmental stewardship, social and economic consequences, and the conservation of culture, the GDSI sets explicit and quantifiable criteria for sustainability. This approach can guide policy-making and investment choices, nudging places toward adopting greener practices.

4. Inaugural Celebration of World Sustainable Transport Day (2023)

• The goal of the event was to raise consciousness and motivate moves toward eco-friendly transportation methods in the tourism industry, advocating for destinations to expand their offerings of low-emission transport solutions.
• By allocating resources to develop green transportation infrastructure and promoting its adoption, the environmental impact of tourism can be reduced, leading to improved air quality in popular travel destinations.

5. Island Nations Implement Stricter Environmental Regulations (2023)

• This underscores the increasing focus on safeguarding vulnerable ecosystems and the crucial contribution of island nations in this endeavor, possibly motivating additional locations to adopt comparable actions for preserving their distinct natural habitats.
• Initiatives such as creating marine protected zones and launching coral reef preservation projects are designed to counteract the adverse effects of tourism and secure the enduring health of these ecosystems.

Conclusion

The travel industry is shifting towards more eco-friendly practices, as evidenced by the emergence of trends such as silent tourism, slow travel, a rise in rail journeys, and the advent of flights that produce no emissions. These developments, along with the expansion of community-driven tourism, regenerative initiatives, the pursuit of carbon-neutral destinations, the introduction of carbon tracking passports, behind-the-scenes tours, and the encouragement of off-peak season visits, all indicate a notable change in global exploration methods. By embracing these sustainable tourism trends, both travelers and the sector are stepping into the future where travel not only elevates the experience of the explorer but also delivers tangible benefits to the environment and local communities.

Lead in 2024’s tourism by adopting sustainable practices. Begin your journey with a digital travel guide today!