New Study on Sustainable Tourism in the Faroe Islands

Marina Leban Jacobsen, Assistant Professor in Marketing at the Faculty of History and Social Sciences has just published a new study in the journal “Tourism Management”

The article is called "Mindful luxury: A case of the Faroe Islands" and is based on a unique case study in the Faroe Islands, and unveils some interesting insights.

Below is a summary of the key findings and their implications:

There seems to be a significant shift in how travelers going to the Faroe Islands perceive luxury travel. While traditional luxury destinations focused on pampering and relaxation, our study reveals a growing preference for experiences that prioritize nature, culture, and authentic connections.

This research highlights a departure from conventional extravagance towards more meaningful and authentic experiences. It's all about conscious awareness, presence, and genuine appreciation of the present moment.

Four unique practices and experiences of tourists in the Faroe Islands that are reshaping the luxury travel landscape were identified:

1.      Hoarding: Travelers engage in thorough research and anticipation, fostering curiosity and respect for the destination's culture and environment.

2.      Savouring: It's not just about the food; it's about immersing in the entire dining experience, fostering connections with authenticity and locality of culture.

3.      Reconnecting: Disconnecting from the urban hustle and reconnecting with nature, history, and oneself fosters mindfulness and appreciation for non-material luxuries.

4.      Secluding: Seeking solitude in remote destinations allows travelers to reclaim ownership of their environment and cultivate a sense of individuality, reducing ecological footprints.

Implications for Sustainable Travel: These mindful luxury experiences have the potential to influence future travel behaviors towards more sustainable and responsible choices. As travelers prioritize authenticity and connection, there's an opportunity for destinations to focus on the introspective nature of the tourism experience.

The article can be read here.