Slow Village Aims for International Expansion with Around 30 Sites by 2030


Le camping SLOW VILLAGE ANDUZE, Gard - Photo Slow Village

IFTM TourMaG Party


TourMaG – Could you introduce Slow Village?

Baptiste Bonnichon: Slow Village is a group based in Angers. Today, the group owns 14 establishments spread across France, in some of the country’s most beautiful locations, as we like to say, including 11 that bear the Slow Village brand.

Slow Village is a concept of nature-focused hotels with a premium positioning. Our approach, inspired by slow tourism, is to create living spaces and holiday destinations where people can reconnect with time, with nature, with the land, and with the terroir of the places where we operate.

To achieve this, we pursue a highly committed sustainable approach and we rely on the European Eco-label.



Also to read:
Bon Air Club aims to invent a new generation of outdoor “base camps”


Slow Village: a discerning selection of implantation sites

TourMaG – You recently selected certain locations to set up campsites, notably Belle-Île-en-Mer, Île de Ré, and the Lot. Why did you choose these destinations for your investments?

Baptiste Bonnichon:
We have a particular approach in our acquisitions: we always own and operate the establishment. We are very selective about the destinations we choose.

Today, Slow Village is present in Brittany, at Brignogan, on a magnificent beachside site on a hill. We are also in Pornic, in a very natural site, in Les Ponts-de-Cé, in the Loire Valley near Angers, and in Vendée near Saint-Gilles-Croix-de-Vie.

Finally, we also have sites at Biscarrosse, Oléron, Saint-Martin-de-Ré and La Couarde on Île de Ré as well as in the Périgord where we have two establishments: near Sarlat, in the Céou valley, and near Les Eyzies, close to Saint-Léon-sur-Vézère, in the Périgord Noir. Finally, in Gers, we have a site at Lamothe-Goas, but also in the Cévennes park as well as in La Roche-sur-Yon, near one of France’s most beautiful villages.

When we acquire existing establishments, we strive to stay within this charter of very beautiful places, with low density for the placement of our accommodations.

We always position ourselves next to a tourist point of interest, accessible on foot or by bike, in places that are either atypical or unique. For example, Belle-Île-en-Mer is an exceptional Breton island, well known for hiking and trail running (the Belle-Île trail exists). The site is close to the harbor, walkable, in a natural area, with the beach accessible on foot.

Île de Ré is also a place our guests love because it is preserved, with a very eco-responsible approach and many cycling routes. Already present at Saint-Martin-de-Ré, the second site at La Couarde allows us to be present in another part of the island. The beach is accessible on foot, we are 100 meters from the sea, between the salt marshes of Île de Ré and the beach. It is quite an exceptional site.

The third is the Mas de Saboth estate in the Lot valley. It is a hilltop site with an exceptionally beautiful view over the Lot, between Cahors and Saint-Cirq-Lapopie, a magnificent small village of the department. It is always with this vision in mind when we intend to establish ourselves in a region.


TourMaG – The current market is dominated by campsites or nature hotels with fewer than 300 places. Is that the establishment size you target as a priority?

Baptiste Bonnichon:
Yes, we focus on sites that range between 100 and 300 places. There is a real opportunity because, among the 7,500 campsites in France, 80% are still run or owned by independents.

It is with these owners, who wish to sell their campsite, that we source our projects. These are stories we write on small, human-sized sites with a very familial dimension. It is these sites that we look at and enjoy taking over.


European Eco-Label: all sites certified this year

TourMaG – You mentioned sustainability earlier, beyond the aesthetic aspects of the places. How does that translate in practice?

Baptiste Bonnichon:
Yes. First, when choosing locations, there is an ecological and environmental prism. We always study, during our acquisitions, all risks. It is a way to examine the ecological dimension. What risks does a site face: submersion risk, rising waters over time for the site’s longevity, fire risk, etc. That is the initial analysis we perform.

Next, we analyze the biodiversity present on the site and how we can best preserve it. We conduct biodiversity analyses progressively across all sites in the group.

Finally, once we have acquired the site, we rely on the European Eco-label. It is the only environmental label that remains public, issued by the European Commission. It represents 67 stringent criteria in operating models, but these elements are fully integrated into our system and linked to our operational processes.

They compel us in a concrete way to meet a broad set of environmental criteria applicable to tourism. We are the first hotel group in France to systematically use the European Eco-label across all our sites.

We launched a wave of certification across all our sites. The eco-labeling of all our sites will be completed this year. We aim for 100% of our properties to be eco-labeled.

What is particularly interesting about the Eco-label is that we must renew it every two years. At each renewal, we are required to improve, which places us in a continuous improvement process regarding the environmental dimension.


TourMaG – concretely, what kinds of work do you undertake in the campsites you purchase?

Baptiste Bonnichon:
The Slow Village approach and concept means we do not run camping; we operate as a full-nature hotel experience, even though the underlying asset remains a campsite.

We pursue a far more nature-centered approach, with a focus on the quality of our accommodations. Compared with more traditional camping groups, we do not use white PVC accommodations (or they only remain temporarily until we renew them).
(or they stay only as long as we renew them gradually).

When we invest in a new site, we transform a very large portion, 50 to 70% of the accommodations, to install lodgings that meet the Slow Village standard.

This entails hotel-grade quality criteria, wooden cladding in a cabin-like style, an eco-friendly approach, large outdoor terraces, and a substantial vegetative density to offer a significant nature experience.

Then, we recreate or enhance the heart of life so that it aligns with Slow Village standards, including a modern, design-focused restaurant. The menu adheres to our standards for local production and local suppliers. We operate all of our restaurants; we are not in management. All our chefs are trained in the Slow Village culinary method, from the perspective of catering and supplier selection.

Regarding activities, the Slow Club stands in opposition to what is typical in classic club camping. Our Kids Club is heavily inspired by the Montessori method, with upcycling activities, building tipis in nature, exploring biodiversity, creating herbariums, or discovering the animals that inhabit the site to better know and protect them.

We establish educational farms at each of our sites to reconnect children and families with the rural, agricultural, and animal dimensions.

Finally, unlike many campgrounds, the heart of our concept is not a swimming pool with giant water slides. We always prioritize a water feature. For example, at Biscarrosse, one of our largest sites, there is no pool because the lake is 50 meters away, and our guests love it. In Lamothe-Goas, there are rivers right next to us, and we have recreated a natural swimming lagoon with ecological filtration, without pouring a single cubic meter of concrete, with a strong commitment to the quality of infrastructure.


Irish Tourism Webinar: Slow Tourism in Northern Ireland – November 30, 2023





Theme : Slow Tourism in Northern Ireland

Date : November 30, 2023

Time : 10:00 – 10:45

→ Learn all about Slow Tourism in Northern Ireland


Webinar Description

Ireland, green by nature, offers numerous opportunities for responsible travel, and the Northern Ireland region certainly has a substantial share. From orchard strolls to traditional cuisine based on local ingredients, your clients can discover a sustainable Northern Ireland, a champion of slow tourism. Regional experts will present three unforgettable sustainable experiences in the locality:

Nikki Elliott, of Walk It Off NI, will virtually guide you through one of her hikes in the Belfast countryside.

Tracey Jeffreys, of Tracey’s Farmhouse Kitchen, will talk about her intimate cooking sessions where visitors craft their own versions of Northern Ireland’s most iconic dishes.

Finally, Donna Fox invites you to explore the famous orchards of her hometown, Armagh, as part of one of her environmentally friendly Northern Ireland tours that highlight local history and traditions.

→ Learn all about Slow Tourism in Northern Ireland


Upcoming Sessions

The Irish Tourism Authority will host themed webinars every two months throughout 2024 to provide you with the most relevant information and to inspire your upcoming itineraries in Ireland.

Sign up for the Irish Tourism’s monthly newsletter to receive the details.


Our Other Tools for Tourism Professionals

✔ Online brochure


Who We Are

Irish Tourism is the island’s official tourism office, the organization responsible for promoting the island abroad as a leading travel destination. The Paris-based team is at your disposal to answer your questions and support you in your efforts—please feel free to reach out to them.

Herm Island: The 2.5-Kilometre Island That Forces You to Slow Down

“One can travel not to flee from oneself, which is impossible, but to find oneself.”
— Jean Grenier, The Islands (1933, Gallimard)

Have you ever tried to guess the destination of other travelers at an airport? Arriving a little early to check my bags, I sat beside another passenger. In her hands, a copy of Victor Hugo’s Contemplations. A collection the poet wrote in part during his exile on the island of Guernsey, where he settled in 1855. But Guernsey was for me only a stepping stone toward another Anglo-Norman island. The smallest and most discreet of the archipelago: Herm.

Sixty inhabitants, a world apart

Located just twenty minutes by boat from its famous neighbor, Herm island covers only 3.2 km². But it possesses everything one might expect from a British community. “A school, a pub and a church”, jokes John Singer, who has been the leaseholder of Herm since 2008. For although Herm belongs to the Bailiwick of Guernsey, its day-to-day administration is delegated to a leaseholder charged with preserving the island and ensuring its operation. In the 1930s, this role was held by the British writer Compton Mackenzie, who after World War II was succeeded by the Wood family. It is to them that Herm owes its opening to visitors and the development of its first tourist infrastructures.

A mission that John Singer and his wife Julia pursue with a passion, never tiring of the island’s wonders. “It is a place of exceptional natural beauty, conducive to reflection and tranquillity,” they observe. To attract new travelers, the island administration has in recent years developed an offering that blends wine-tasting weekends, yoga retreats, and artist residencies.

But what strikes you upon arriving at Herm is the stillness. The absence of cars, light pollution, and noise offers a welcome disconnect. After leaving Paris and the heat, arriving on the island is a genuine breath of fresh air. I am not alone on the ferry, we are even “unusually numerous”, confides an island resident. It’s because an event is being prepared. Twice a year, in June and September, Herm hosts Six Fest, a festival blending gastronomy, live music, and craft beers at the Mermaid Tavern, the island’s pub.

After this festive pause, I head down toward the harbor for my first Herm sunset. A small girl, whom I surmise to be one of the six pupils at the local school, suddenly appears behind me. She knows, she says, the island’s best spot to watch the sun disappear. It is right there, in front of the White House Hotel, the island’s sole hotel. A cinematic view of the sea, with Guernsey in the background. By the time I turn to thank her, she has already vanished. As the sun sinks, the sky becomes spectacular and leaves me with the impression of standing before a living Turner painting.

Herm, a mosaic of landscapes

Despite its modest size, Herm boasts an astonishing variety of landscapes: an English moorland worthy of a Brontë sisters novel, fairy-tale woods, white-sand beaches bordering turquoise waters, and a wild coast of dunes and rocks. Two to three hours are enough to walk around the island, a little longer if you opt for small inland excursions: to watch ongoing archaeological digs (led by a team of archaeologists from Durham University and Rennes, who are exploring the island’s Neolithic past), to pause before the island’s movingly small cemetery, or to visit St Tugual’s Chapel, dating from the 11th century.

Yet Herm mainly invites you to slow down, eyes and lungs wide open. Each of its seven beaches bears a distinct atmosphere. For reading with the sea in view, head to Oyster Point, on the island’s western coast. A beach ideal for visitors seeking tranquillity. As for Shell Beach, located at Alderney Point, this stretch of golden sand extends to the island’s northernmost tip and is a family favorite. But, as with everywhere on Herm, there is room for everyone. Children build sandcastles after a scoop at the beach café, teenagers explore the rocks, and the more sporty set off kayaking along the coast.

And for those who worry about the water’s chill, head to the western coast beaches such as Fisherman’s Beach or Bear’s Beach. A resident told me that the water there is slightly warmer.

The Art of Slowing Down

Many visitors come to Herm for just a day. Yet the island deserves a longer stay. To live like a local, staying in one of the island’s cottages is a distinct experience. We live to the rhythm of the tides and watch the last boats drift back toward Guernsey, free to extend the evening without looking at the clock. The calm and the silence deepen still further, as the lights gradually go out in the village.

The best gift you can give yourself when visiting Herm is to do nothing at all. You come to the island to take your time, to stop running, and to give your thoughts more room. You fill your day with little, but with the feeling, as the sun casts its last rays, that your heart is full.

Discover Herm

Getting there : By plane from Paris, a direct flight to Guernsey with Aurigny Air Services, then a boat to Herm with Travel Trident. You can also reach Guernsey by boat from Saint-Malo.

Where to stay : The island is small but offers a nice variety of accommodations. You can stay at the charming White House Hotel, in one of the island’s cottages, or in one of the campsite’s tents.

Where to eat: For lunch or dinner, you will have the choice between the restaurant The Conservatory, which offers upscale cuisine based on local products, the Mermaid Tavern for hearty pub dishes and The Ship Inn, which offers brasserie-style cuisine. Finally, if you stay in one of the island’s cottages, you will find everything you need to prepare your meals at the island’s grocery store.

One activity : A two-hour kayak trip with Outdoor Guernsey to circumnavigate the island with a guide. You might be lucky enough to spot Atlantic puffins, numerous seabirds, dolphins and seals.

Visiting Museums Every Week Could Slow Human Aging, Science Says

What if visit prescriptions were about to become standard practice? For a year now, Yvelines has been testing a scheme that allows caregivers to offer patients a free museum visit. A model already adopted in Canada for several years.

And for good reason, in 2019 the WHO confirmed in a report that art has positive effects on mental and physical health. While several research studies have corroborated this report, a new British study suggests that art could influence biomarkers of aging.

This study conducted by scientists at University College London (UCL) and published Monday, May 11, 2026 in the journal Innovation in Aging asserts that a weekly artistic or cultural activity could slow the pace of aging, and as much as a weekly physical activity.

“Our study provides the first evidence that engaging in an artistic or cultural activity is linked to a slowing of biological aging”, declares Feifei Bu, an epidemiologist at UCL and senior author of the study, as reported by Science Alert.

A study conducted on 3,500 people

To reach their conclusions, the researchers analyzed health data from more than 3,500 adults in the United Kingdom, while measuring how often they participated in artistic or cultural activities. The scientists included visits to a museum or library, attending an art exhibition, crafts, singing or painting.

They then used epigenetic clocks (a biochemical test that measures the accumulation of methyl groups on DNA), thereby measuring the biological age of these individuals. In general, study participants who practiced at least once a week one of the activities mentioned above showed less pronounced signs of aging than those with a less varied cultural life.

According to the PhenoAge clock, their biological ages were on average one year younger than those who did not engage in artistic activities. The DunedinPACE clock, which measures the pace of aging, indicates a 4% slowdown for weekly practice.

Is art as effective as exercise for health?

Their findings indicate that artistic activities reduce stress, inflammation and improve cardiovascular disease risk, i.e., benefits similar to those of physical activity.

“These results prove that engaging in artistic and cultural practice should be recognized as a health-beneficial behavior, on par with physical exercise,” says Daisy Fancourt, an epidemiologist and lead author of the study, who has been studying the health benefits of art at UCL for nearly ten years.