From a certain point of view, mass tourism is undeniably part —and an expression— of contemporary acceleration. However, what we defend is that desire for difference —which originally nestles in the dream of traveling, before the appearance of the subject as tourist— responds to a desire for slowdown. In the time of pause and exception of the tourist experience, this desire acts as a generator of a symbolism —or an imagery— that seeks to preserve, protect, restore and promote difference, reality, (...) localness, past, tradition, folklore, nature, the other… beyond the —already insufficient— debate on authenticity. In this way, the importance of rescuing tourism from mere marketing could be shown, as well as to start to think about it from its relevance to humanities and its ethical commitment. (shrink)