About Sport and Adventure in Mountain Destinations

New strategies for success

Since the mid 1980’s, there has been a significant change in many mountain regions regarding the seasonal distribution of tourism activities, with winter tourism becoming relatively a mass market phenomenon and summer tourism stagnating or in decline.

Indeed, mountains have unique tourism resources which, if used and deployed in a sustainable manner, can attract visitors for ski but also for other sport and adventure activities which can support and promote the preservation of natural resources.

Recently, due to changes in the behaviour patterns of the consumer and the need for innovative and diversified products, mountain areas have been offering a wide variety of opportunities for nature-based recreation and active tourism all through the year.

The 9th World Congress on Snow and Mountain Tourism, aimed at creating a platform among the various stakeholders for dialogue and shared-vision on how to develop a strategic approach and take action to enhance the potential of the mountain destinations for sport and adventure tourism.

The objective of this 9th edition of the Congress was to address the most significant aspects of how to strengthen mountain areas as summer tourism destinations. The debates dealt with new approaches to diversification, new innovative touristic products, mobile technologies and the role of smart mobile applications, new tendencies in marketing and latest developments in outdoor sports and activities, that make it possible to attract new clientele to mountain tourism destinations, which need to revamp its summer season, get out of its niche position and open itself up to the world market.

All of this was being discussed in Sant Julià de Lòria in the context of a programme based on case studies and first-hand experiences with a panel of high-profile international speakers and with the direct participation of the audience in the debate that followed each presentation.


The topics of the 9th Congress *

Introduction to the debates

Introduction to the topics: A strategic outlook to the new paradigms for mountain tourism: what has changed?


  1. Sport Tourism as an opportunity for mountain destinations
  2. Outdoor and Adventure Tourism products need promotion: What are the new marketing tools for mountain destinations
  3. Hosting sport events: A suitable tool to enhance the added value for a destination vs. a cost-intensive exercise with limited return on investment
  4. Positioning of Adventure Tourism in the global marketplace: quality visitor experience and the challenge to define the line between authenticity and artificiality
  5. How do mountain destinations react to the new customer who represents a healthy and active lifestyle?
  6. Athletes as testimonials
  7. Hiking: Re-invention of Hiking - an indispensable activity for mountain tourism

* Note: Provisional program may be subject to further modifications. New updates and further information on the program wil be available shortly.


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