“…Interestingly, the case studies we received focus on slow tourism potential, rather than established slow destinations, possibly indicating that, as yet, few slow destinations exist, perhaps the topic of another special edition in a few years! However, an exciting discovery of the current issue is that not only are many tourists unwittingly practising slow tourism, but many providers are unwittingly offering holidays and attractions which include many aspects of 'slow', and it is the researchers (see Bagnoli, 2016;Fraga and Botelho, 2016;Fuentes et al, 2016;Pecsek, 2016, this issue) who see the potential of using 'slow' in the branding.…”