Trip.com Group shared insights on the growth of 'slow travel' at World Travel Market (WTM) 2025, held in London last week.
Slow travel is a mindset that prioritises depth over breadth, focusing on fewer destinations for longer periods to foster a deeper connection with local culture, people, and places.
It emphasises meaningful experiences, mindful choices and a sustainable approach to travel, often involving a slower pace, local activities and less emphasis on ticking off a long list of landmarks.
During a ‘Cool Tripping, Slow Tourism and the Sophisticated Traveller’ session at WTM, Trip.com Senior Director of Global Sustainability Jane McFadzean said Trip.com was seeing more demand for greener travel options such as rail and bike-packing.
There was also surging wellness demand, with searches for wellness-sport pairings such as 'golf & spa resorts' up 300 per cent and 'ski & spa' packages up 250 per cent year-over-year.
She noted there was growing receptiveness to more responsible travel.
"Our research shows that 92 per cent of travellers express interest in more sustainable travel, but fewer than 60 per cent have acted on it," Ms McFadzean said.
"The gap between awareness and action shows why platforms like Trip.com play a role in making responsible choices visible and effortless."
A recent report released by Trip.com in partnership with Google showed travellers are also no longer shying away from off-grid destinations, but embracing the return to nature for intentional moments of reflective solitude and self-discovery.
In his panel on ‘From Snowfields to Screens: How Sports, Stories and AI Are Powering the Next Wave of Chinese Outbound Travel’, Managing Director and Vice President of International Markets at Trip.com Group Boon Sian Chai said travellers were seeking meaning, authenticity and value in every journey.
"Our Why Travel? report shows a shift from escape to connection, with longer stays, rising interest in nature- and culture-based itineraries, and greater engagement with eco-certified accommodation,” he said.
View the Why Travel? report here.
Wotif's top 'Slow down towns'
Online travel provider Wotif has also identified a slow travel trend.
Its research shows Australians are trading hustle for harmony in 2026, with half (50 per cent) planning to swap the stress of over-planned holidays for peaceful escapes in smaller towns.
According to its annual Unpack ’26 travel trend report travellers are increasingly drawn to destinations that offer a gentler pace and fewer crowds.
“Travellers are telling us they want to feel restored, not rushed,” said Darren Karshagen, Senior Director at Expedia Group.
“The rise of ‘slow-down towns’ reflects a growing desire to connect with local communities and embrace the simplicity of slower travel. It’s not just about where you go — it’s about how you feel when you get there.”
Wotif’s Slow Down Towns top five list for 2026 includes two NSW destinations: Huskisson and Mollymook.
Learn more here.
Slow travel destinations in NSW
Destination NSW has released a guide to slow travel destinations across the state.
From coastal sanctuaries to alpine retreats, NSW offers a rich tapestry of experiences that allows travellers to connect deeply with nature, culture and community.
Just two hours from Sydney, the Blue Mountains offer a high-altitude escape where slow travel meets soulful adventure.
In Byron Bay, slow travel is a way of life. This iconic coastal town blends barefoot luxury with immersive nature experiences, offering visitors a chance to truly unwind and reconnect.
In the Snowy Mountains, summer reveals a quieter side of this alpine region, where crisp air, cool rivers and panoramic trails offer a refreshing and leisurely escape.
The Sapphire Coast is a haven for slow travel, where turquoise waters, ancient landscapes and Aboriginal culture converge for the ultimate escape.
In Mudgee, slow travel takes on a refined rhythm, where rolling vineyards, farm-to-table dining and wellness retreats offer space for deep rest and nourishment.
Learn more here.
