Interviews with professionals
In a nutshell …
The 2023–2024 editorial board decided to reach out to a few people in its network (via email).
The Commission: In a few sentences, could you explain how to approach the challenges of contemporary sports tourism?
Within the current tourism landscape, sports tourism is emerging as a constantly evolving field, breaking away from established conventions to adopt a new identity. Unlike other forms of tourism deeply rooted in the history of leisure and travel, sports tourism presents itself as a constantly redefining entity, characterized by fluid boundaries and a diversity of facets that are still taking shape. In many Western countries, including France, the growing interest in this sector is driven by two major trends. On the one hand, it reflects a gradual integration of traditional sports practices as leisure activities into the tourism offering. On the other hand, it reflects the growing integration of sports-based leisure into the social fabric, thereby transcending the conventional framework of sports activities. By rejecting any categorical classification, sports tourism is part of a process of metamorphosis in which reference points are shifting.
This phenomenon, resulting from the shift from traditional sports toward recreational sports and the widespread growth of tourism, has attracted attention due to its significant economic impact and its appeal stemming from the values it promotes (such as respect for the environment, ecology, the pursuit of freedom, well-being, etc.). These promising aspects have led to the increasing integration of sports activities into institutional tourism communications. Professionals from the sports tourism sector, as well as university professors, will share their expertise and insights on the contemporary issues inherent in this ever-changing field. Their perspectives and analyses will deepen our understanding of the current challenges facing sports tourism and offer avenues for reflection on its future direction.
Yann Ramirez, Sociologist
“Contemporary sports tourism is not lacking in challenges. If we had to identify a few key principles, they would be foresight and adaptability. Just like a skier or a driver, you must always keep a watchful eye on the next turn. By anticipating, we prepare for future demand, which must align with the current context: laws and policy decisions on net zero land development and low-emission zones are examples that constrain sports tourism stakeholders in specific regions. Knowledge of the environment thus enables adaptation so that the sector can continue to thrive.”
Clément Lopez, a sociologist specializing in sports policy
“The issue of ‘contemporary sports tourism challenges’ refers to the evolution of sports and tourism practices and their forms, which are increasingly converging in diverse ways. It is interesting to note that, on the supply side, commercial actors are no longer the only ones interested in the phenomenon, which is now the focus of strategies by national governments, local authorities, and sports federations. Indeed, these organizations view “sports tourism” as a phenomenon that, when guided by development strategies, can contribute to the appeal of regions or sports disciplines. This, however, raises the question of whether this supply can be adapted to meet the challenges of public policy and social demand, to which it must be aligned. In short, one of the main challenges, in my view, lies in the ability of the various stakeholders to democratize “sports tourism,” in the sense of reducing inequalities in access to the tourism experience and/or the practice of sports.”
David Queffelec, Head of Marketing & Corporate Communications at Hérault Tourisme
“Outdoor recreation is a key issue in terms of regional development, meeting our customers’ needs, and environmental challenges that affect our daily lifestyles and consumption patterns.”
The Hérault department offers a true outdoor playground thanks to its geographical diversity, varied landscapes, and favorable climate, making it possible to enjoy a wide range of activities throughout the year. This natural wealth is“perfectly aligned with the region’s main tourist attractions, combining outdoor recreation, wine tourism, and exploration of iconic sites.” Furthermore,“the region is committed to developing and improving its natural offerings by structuring and upgrading its infrastructure : maintenance and development of existing trails, creation of themed experiences such as wine-tasting hikes or cycling routes through the vineyards, improved signage, enhanced services offered by local professionals, and the establishment of new routes for nature enthusiasts, such as the Grande Randonnée trails between the lakes, the Grande Traversée du Massif Central, the Via Rhôna, car-free routes, as well as obtaining the “Accueil Vélo” label.
Current trends in tourism spending“favor outdoor recreation, marked by a decrease in travel, a shift toward short trips , and a remarkable evolution in equipment, including notably the advent of electric bikes, a growing variety of hiking options, and increased accessibility to natural sites.” In Hérault,“a key factor is the steady influx of new residents, with an influx of 1,500 people per month over the past 15 years, all eager to discover their new surroundings through outdoor recreation.” Finally,“the major shift in this area is the trend toward break down the traditional boundaries of the seasons, making it possible to enjoy these activities not only in spring and summer, but throughout the year. With its rich array of outdoor recreational opportunities, Hérault, described as the ‘new land of diverse sports,’ is well-positioned to meet these trends.”
Environmental challenges are a major concern for the future of tourism. Nature-based recreation and the promotion of our local partners are among the key responses to these challenges.
Nathalie Le Roux, Associate Professor
“The primary challenge would be to restore meaning to tourism, which has been widely called into question by the COVID-19 pandemic. Philippe Bourdeau (2012) proposes ‘uninventing tourism’ to return territories to their inhabitants and to nature. This would involve rethinking tourism, not as an end in itself but as a means. Envisioning regions where the welcoming of athletes, visitors, tourists, travelers, newcomers, or migrants is in the hands of local stakeholders and benefits the region without depleting its resources. Tourism must be one possibility, chosen among others, and not the sole economic option that would overwhelm all other forms of social activity. Restoring its meaning also means building connections with local stakeholders outside the tourism sector—farmers, artisans, artists—to weave together a coherent and solid fabric. In the field of sports tourism or outdoor sports, this is the task set by recreational laboratories (Corneloup, 2016), where the work focuses on the construction of “commons” rather than on the “creation of products.”
The second issue, which is closely linked to the first, is social justice. For, like many economic activities, tourism is rife with inequalities: social, gender, and health-related, from which people with disabilities are often excluded. Invented by the English aristocracy in the 18th century and, although they have spread and become more accessible, tourist activities (and outdoor sports in particular) remain the preserve of the “dominant” classes. Certain activities are now increasingly challenged by environmental movements, by residents’ associations, and sometimes by people who lack access to them and either demand their right to participate or propose alternative ways of taking vacations—ones that are more modest and community-oriented.
The third challenge, in my view, is innovation. Innovation is often highlighted technological is said to be capable of solving certain challenges. But social innovation that the resolution of these initial challenges depends: what forms of alternative enterprises, what forms of work, what income can we live on, and how much time do we have to carry out our collective projects?
Finally, the fourth issue is educational. How can we encourage cooperation and creativity in individualistic societies? The task for educators is immense as well! What role(s) should schools, secondary institutions, and higher education institutions play, if not that of restore imagination to students (which the institution sometimes robs them of). To allow them to imagine, tinker, cooperate, and invent. It is often outside of school, during sports activities with peers and on vacation (provided one has access to them), that we learn these things. Many providers of outdoor sports activities are already passionately embracing this educational role and restoring the experience of nature that is said to be on the verge of extinction in our urbanized societies (Pyle, 2013).”
Ms. Le Roux concludes with this reflection on us, the students in the MTS master’s program:“So, what challenges lie ahead for students in Sports Tourism Management? To become capable (by researching, developing their critical thinking, and learning to collaborate with professionals from other fields) to participate in—or even initiate—discussions in destinations and/or companies to co-create fairer tourism offerings, more welcoming and undoubtedly simpler or, at the very least, in line with what the relevant stakeholders wish to share and what the natural world is still capable of sustaining.”
Conclusion
As we have seen, sports tourism stands out as a constantly evolving field within the travel and leisure industry. Its ever-changing nature, which defies established conventions, reflects a landscape in constant flux, adapting to new trends and the shifting demands of contemporary society. This evolution, moving beyond the traditional boundaries of sports to become part of the social fabric and drawing on values such as respect for the environment, freedom, and well-being, has captured attention due to its significant economic impact and its ability to attract a broad audience. The insights and analyses from various experts in the sports tourism sector, shared in this interview, reveal key avenues for understanding the current and future challenges in this field. Their diverse perspectives—ranging fromanticipating trends toadapting tourism offerings and promoting natural resources —invite us to rethink tourism through the lens of sustainability, equity, and openness to social, economic, and environmental changes. It is thus clear that contemporary sports tourism requires an innovative approach, based on cooperation, creativity, and a keen awareness of socio-environmental issues, to secure a future in which it will help shape more inclusive tourism experiences that respect our environment.
It's our turn now!!
Bibliography
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Exploring the New Frontiers of Tourism. Perspectives on Tourism Research, Nire Negro, pp. 31–48.
Corneloup, J. (2016). Recreational laboratories: catalysts for rural development. In:
Juan-Luis Klein; Bernard Pecqueur; Kirsten Koop; Sid Ahmed Soussi. Socio-Territorial Innovation in the Global Context: A Challenge for Stakeholders, Presses de l’Université du Québec.
Myttenaere, B. D. (2009). At the Crossroads of Tourism Development and Environmental Protection. 28(2).
Pigeassou, C. (2022). Chapter 1. Sports Tourism: A Social Reality with Unclear Boundaries. In C. Sobry (Ed.), Sports Tourism (pp. 33–71). Presses universitaires du Septentrion. https://doi.org/10.4000/books.septentrion.117373
Pyle, R. (2016). The Extinction of Experience.Ecology & Politics, 53, 185–196.