TURIZAM 385 Andrea Minestrini

Guest Andrea MinestriniHosted by Goran RihtarićMay 3, 2026

Andrea Minestrini

About this episode

What you'll hear in this conversation

The concept of "slow" is often misunderstood as simply "doing things at a snail's pace." But as Andrea Minestrini explains, the Slow Tourism Association defines it differently: as "seeking to do everything at the right speed." It is a philosophy that prioritizes quality over quantity, encouraging travelers to savor moments and respect destinations. As Partnership Manager for the Slow Tourism Association, Minestrini outlines how this approach not only offers richer experiences for visitors but also fosters sustainable economic development for local communities. His perspective reveals the deliberate steps required to build an entire ecosystem around a conscious travel philosophy, from certifying businesses to creating new distribution channels. You will walk away with a clearer understanding of how a cultural shift can become a viable business model, especially when supported by strategic partnerships and a commitment to quality.

Insights from the conversation

What to take from this episode

Luciano Rottieri founded the Slow Tourism Association in 2007, but the first step was registering the Slow Turismo trademark in 2006. Establishing the legal identity and defining quality indicators for certification came before any widespread promotion, signalling that a clear standard must precede the movement.

Many certified partners asked the Slow Tourism Association not just for certification, but for help selling their products because they lacked the capacity themselves. This direct feedback led to the plan of founding their own tour operator, revealing a market gap where the supply of 'slow' products outpaces the ability of individual small businesses to distribute them.

Andrea Minestrini emphasizes that tourism isn't just hotels or airlines, but 'all the territory where the people just have the trip' – encompassing agritourism, farms, restaurants, shops, and artisans. Success comes when this broad ecosystem shares a 'big mission,' transforming a collection of services into a unified destination experience.

While the pandemic forced a two-year lockdown, Minestrini sees it as a 'great opportunity to stop and reflect, review the strategies and start again.' A major disruption can force a necessary pause, allowing organizations to realign with emerging global trends like slow tourism, rather than just reacting to immediate challenges.

The Slow Tourism Association is actively engaging with national tourism authorities in France, Austria, and Croatia to replicate its Italian model, including establishing local associations and sales companies. This structured approach to international expansion suggests that a successful niche concept can be systematically scaled by building local infrastructure, not just by finding individual partners.

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