hidden europe 37

The art of marketing

by hidden europe

Summary

We fear that the slow travel tag has been appropriated by writers and publishers who see slow travel as the latest marketing opportunity. Seven years after the launch of hidden europe and three years after the publication of our Manifesto for Slow Travel, we take a look at how slow travel is evolving.

We happen to take the idea of slow travel quite seriously. All the articles which we wrote for this issue of hidden europe were researched and written without recourse to flying. But does merely eschewing flying mean one can claim to be a slow traveller? Dan Kieran seems to think so. Dan can, on the face of it, lay claim to some decent slow travel credentials. A few years ago, he purchased an old milk float on eBay and travelled across England at a sedate twenty kilometres per hour. Dan told the tale of that slow expedition in his 2008 book Three Men in a Float (co-authored with Ian Vince).

Dan’s latest book is The Idle Traveller: The Art of Slow Travel. It was published on 1 July. In it he reveals that “there was no great philosophical plan” behind the milk float stunt. So much for the ecotainted prose of the 2008 book, where Dan does a very plausible job in trying to persuade readers that riding across Britain in a battery-powered cart is a great way to save the planet. Fast forward to 2012 and Dan gives a fresh gloss on his milk float journey. “It was all an elaborate joke,” he writes in The Idle Traveller.

Related articleFull text online

Exploring Baedeker's Switzerland

The Baedeker series of guidebooks showed a remarkable consistency in presentation over many decades from the mid-19th century. But many guides were updated every couple of years, so how far did the content change? We compare two editions of Baedeker’s Switzerland, one from 1881 and the other from 1905, and find that the changes nicely reflect new social and travel pieties.

Related articleFull text online

Changing Fortunes: Guidebooks and War

It's hard to imagine these days that any guidebook might ever sell 100,000 copies each month. But 100 years ago, in the second half of 1919, Michelin was managing just that. We explore how guidebooks fared in the years after the end of the First World War. As Baedeker fell into disfavour among English readers, other companies were quick to fill the gap.

Related blog post

Cultural border zones

Laurence Mitchell has been writing for hidden europe for many years and we are proud to present the full text of four of his articles on cultural border zones on our website. Enjoy reports from Georgia, Bulgaria and Tatarstan. All four pieces were originally published in print in hidden europe magazine.