The communication questions the "Cittaslow" label and the paradigm of territorial slowdown claimed by the movement's membership charter with regard to the attractiveness and tourist development strategies of labeled territories. It aims to highlight the uses of the “Cittaslow” label in the territorial development strategies of four small towns in Turkey: Seferihisar, Tarakli, Egirdir and Gökçeada. It questions the positioning of these four cities inregards to the fordist model, which is dominant in this country. By following a pragmatic approach, the communication is based on the methodology of territorial analysis, using primary documents such as planning documents and appliance form to Cittaslow network, in situ observations and semi-structured interviews with local actors. By positioning these places on larger regional scales and in the regional tourism systems on which they depend, the communication shows that the use of the "Cittaslow" label takes different forms depending on the territorial context, and that it depends on the more or less integration of small towns into complex touristic systems. The meaning that Turkish actors give to the label “Cittaslow” can be quite different from that initially thought by its inventors. The “Cittaslow” label is therefore a means of building a territorial brand on local agricultural and food products. The communication discusses the paradox of the slow city: while the label aims to promote sustainable and responsible tourism, it attracts even more visitors who are unaware of the long-term effects of tourist attendance.