Factsheet LAB meeting 3 February 2021

This webpage informs you in more detail about the theme of our upcoming LAB meeting, the speakers, their projects and destinations. This webpage also offers references to reading materials and video and important practical and technical information about how to access and participate in the meeting. We look forward to seeing you in the LAB!


Time: 11:00 – 12:30, CET
  timezoneconverter >
Duration: 1,5 hours
Format: live cast via Zoom >
Theme: Applying the Slow Philosophy

Karin Elgin-Nijhuis
Burçin Kalabay Hatipoğlu


Zanda Serdane
“Slow philosophy in destination marketing:
   The case of ‘Latvia. Best enjoyed slowly’ tourism brand”

James Simpson
Pilgrimage and long-distance hiking trails – the original slow tourism”

Moderated Q&A with attendees 

Reading materials & video

Zanda Serdane’s PhD thesis “
Slow Tourism in Slow Countries: The Case of Latvia” (2017) is available on:
https://usir.salford.ac.uk/id/eprint/43513/7/Zanda_Serdane_SLOW_TOURISM_IN_SLOW_COUNTRIES.pdf >

About St. Olav Waterway:
https://stolavwaterway.com/en/ >
Stories: a user perspective:
https://stolavwaterway.com/en/stories/ >

About St Olav:
https://www.coe.int/en/web/cultural-routes/the-route-of-saint-olav-ways > 

About Turku Cathedral, the starting point:
https://youtu.be/nAExTwUL1PI >
About Nidaros Cathedral, end point of the trail:
https://youtu.be/9p189pcnYjo >

About the Cultural Routes of the Council of Europe programme:
https://www.coe.int/en/web/cultural-routes/about >
https://www.coe.int/en/web/cultural-routes/the-route-of-saint-olav-ways >

Tourism Routes and Trails Ward-Perkins et al. CABI

David Ward-Perkins, Christina Beckman and Jackie Ellis
Tourism Routes and Trails: Theory and Practice
CABI (paperback, hardback 2020)
View in Bookshop >

In need of translation?
Tools available include Youtube Transcript, Google Translate and DeepL Translator. 

The Heritage & Slow TourismLAB is brought to you in collaboration with
DutchCulture | Centre for international cooperation

Dutch Culture | Centre for international cooperation

Applying the Slow Philosophy 

Our first guest speaker, Dr. Zanda Serdane, will look at the implications of applying the Slow philosophy in destination marketing through the national tourism brand and illustrate how the national brand is being applied at the local level. She will focus on Latvia where the slow philosophy was embedded in the tourism destination brand “Latvia. Best enjoyed slowly.” The presentation will provide insights into the challenges associated with the slow brand’s practical application and discuss the possible strategies to overcome them.

St. Olav Waterway is a pilgrimage trail opened in 2019 exploring remote rural areas and islands in the Finnish archipelago and Åland Islands. It was developed with intensive stakeholder engagement with local communities and SMEs. James Simpson endeavours to develop new business models and services for walkers. The trail combines natural beauty and local cultural heritage. “By travelling slowly one experiences more.”

Zanda Serdane (PhD) HTHIC Heritage & Slow TourismLAB Image of Dr Zanda Serdaneis a lecturer in tourism, events and hospitality at Christ Church Business School, Canterbury Christ Church University in the United Kingdom.

She has designed and delivered tourism and marketing related modules at undergraduate and postgraduate level in the UK and Latvia for more than ten years.

She earned her PhD in 2017 from the University of Salford, United Kingdom, where she was a Graduate Teaching Assistant. Her PhD thesis was on the subject of slow tourism and its underlying philosophy. She has also published papers on this subject.

Her research interests include destination marketing and management, travel experiences, and tourism policy implementation.

Prior to her academic career, Zanda has worked in the hospitality industry for seven years managing a family-run holiday centre. 

James Simpson (MA) is HTHIC Heritage & TourismLAB by Elgin & Co. Image of James Simpsonproject manager for St. Olav Waterway, a pilgrimage route in the Finnish archipelago and Åland Islands and part of St. Olav Ways, a Cultural Route of the Council of Europe.

He focuses his work on the use of natural and heritage spaces for well-being and tourism, spaces where people and places meet.

St. Olav Waterways was created by a three-year Central Baltic Interreg project and is now being further developed through a two-year grant from The Finnish Ministry of Culture.

How to attend the LAB meeting

The digital meeting in the Heritage & Slow TourismLAB allows you to tune in and participate where ever you are. Before the meeting you can take these steps to ensure you are prepared to participate:

  • After registering you received a confirmation email and a special link that you will need to click on to access the meeting. Keep this link and the password safe. 
  • Zoom is the free software the LAB uses to facilitate the meeting. Before the meeting, download Zoom (https://zoom.us/download >) on your computer (if you have not already done so).  Test it by opening it up and familiarise yourself with especially the camera and microphone settings. Peruse the Zoom Support Centre (https://support.zoom.us/hc/en-us >) for detailed instructions.
  • Plan to access the meeting 10 minutes before the LAB meeting begins. To do so, click on the link you were given after registering or copy/paste it into your internet browser (Chrome, Firefox or Safari). You will access a waiting room before being admitted to the meeting.
  • You will be muted when you are admitted to the meeting en we ask all attendees to keep their microphones set on “mute” so as not to accidentally disrupt the meeting.
  • We encourage all attendees to be on video since the LAB is about connecting people.
  • Post your questions in the chatbox Zoom offers. The moderator will select questions posted there for the Q&A session. The moderator may ask you to unmute yourself (and switch on your camera if you have not already done so) so that you can join the discussion.
  • If, after reading the information provided on this webpage as well as the websites and reading materials referred to, you have questions you wish to submit in advance of the meeting, feel free to email them to info@heritagetourismhospitality.org >. Please note that the moderators/speakers may not be able to respond to all submitted questions during the event due to the time limit.
  • After the LAB meeting, those who attended will receive a summary of the discussion and a list of attendees (i.e. their name, organisation, country).
  • The LAB meeting will be recorded. The purpose of this is not to give those who registered access to the recording. You are kindly invited to attend online real-time. The organisers reserve the right to use video footage and images for future educational and PR purposes.
  • You can cancel your registration at any time. To do so, follow the instructions provided in the confirmation email. 
  • Enquiries can be sent to info@heritagetourismhospitality.org >