Dear Friends and Colleagues,
My working day rarely ends without a double shot of a good single malt whisky in hand while catching up on the day’s global sporting action and scrolling through LinkedIn, Facebook, and Instagram. What began as a quick unwind has somehow evolved into an almost 90-minute ritual. I prefer to think of it as an investment in my mental wellbeing—far cheaper than therapy and considerably more enjoyable! While I remain sceptical about the credibility of much of what appears on social media, I must admit it occasionally delivers genuine insight, hidden amongst the endless chatter, gossip, conspiracy theories, and self-proclaimed experts. Lately, I’ve added to my travel vocabulary the following new phrases: Desperate Tourism, Soft Travel, and JOMO – the Joy of Missing Out (a more logical sibling of FOMO – Fear of Missing Out). As amusing as these buzzwords sound, unfortunately they reveal something rather sobering about the state of travel in the 21st Century.
Tourism has traditionally promised rest, relaxation, escape, discovery and perhaps a little soul-searching. However, “Desperate Tourism” as described on the social media circuit means pretty much what it says. Today, many Gen Xers and Millennials plan trips months ahead, meticulously mapping every sight, meal and Instagram moment. By departure day, they’ve ‘virtually’ visited the destination, courtesy of Google Maps. The route is known, the photographs are anticipated, and spontaneity has been politely shown the door. Desperate Tourism is less about experiencing a destination and more about proving you’ve been there with required photographic evidence, usually in the form of selfies… lol. Alternatively, “Soft Travel “ is a gentler, more mindful way to explore the world. It isn’t about travelling less; it’s about travelling better, and returning home with more than photographs and a suitcase full of laundry. Instead of racing from landmark to landmark with a checklist and wondering where the holiday went, Soft Travel means slowing down, connecting with nature, discovering lesser-known places and actually enjoying the journey. It’s a welcome escape from airport chaos, overcrowded attractions and itineraries that require military precision.
Personally, my favourite is “JOMO” – the Joy of Missing Out! This is for travellers who have finally discovered that the best vacation may be the one where absolutely nothing happens. Increasingly, they’re choosing private vacation homes, swapping crowded attractions and frantic itineraries for peace, privacy, and the radical idea of doing…nothing! JOMO travellers believe missing out can reduce stress and anxiety, improve mental wellbeing, and come home genuinely rejuvenated, without needing another holiday to recover from the first one. It’s also a wonderful opportunity to reconnect with loved ones, preferably without anyone checking their emails. For forward-thinking travel advisors, these three emerging ways of travelling offer opportunities to curate authentic, tranquil experiences, and perhaps rediscover why we travel in the first place.
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