Born out of an academic paper, the slow adventure concept was developed in the ‘Slow Adventure in Northern Territories’ project (SAINT).
A trans-national Northern Periphery and Arctic programme project, it was run by the Centre for Recreation and Tourism Research. The project worked with SMEs to improve the clustering and marketing of slow adventure to attract new customers and develop new business in peripheral areas. Slow Adventure was trademarked during the project.
Taking a stand at tradeshows demonstrated an appetite for slow adventures among SMEs and tour operators. An approach from the European Travel Commission confirmed the attraction of the brand. The ETC is starting a new cycle of campaigns in April 2019 and will use it as one of its core campaigns, promoting "Europe as the Home of Slow Adventure".
Slow adventure is now (August 2019) being established as both a ‘movement’ that addresses well-documented contemporary tourism issues and a stand-alone, socially-conscious company to work with businesses and destination organisations on the development and promotion of tourism products that meet the ethical standards developed in the project.