'Slow down, your movie is too fast': Slow tourism representations in the promotional videos of the Douro region (Northern Portugal)

Slow tourism provides a new approach to contemporary touristic practices by taking into account local populations, extending the length of stay at the destination, and making the tourist experience more fulfilling. The Douro is a rural region that could benefit from slow tourism practices. However, the main tourism activity at the destination is presently limited largely to all-inclusive cruises packages in the Douro river valley, the terroir of the world-renowned port wine. This research first explores the extent to which attributes of slow tourism exist in the region, particularly in relation to modes of transport, local attractiveness, natural and built heritage, and interaction with local people. It then investigates how they are represented in promotional videos of the Douro region produced by the municipalities in conjunction with its DMO. A qualitative analysis of content was conducted alongside with an in-depth interview. The study takes a multi-method approach by analyzing not only the content but also the context by drawing upon complementary information provided by the interviewee. The results obtained testify to the presence of some slow tourism attributes in the videos. However, a clear message is still missing that could elevate the potential of this region to become a sustainable and slow destination.