Many and large events in sport and outdoor recreation place an increased burden on the natural and cultural environment. To protect the environment, we need more sustainable solutions, which is why we want to increase our knowledge about factors such as transport, attitudes, material use, consumption and accessibility.

Rullskidor SM-veckan

Events are becoming an increasingly common reason for travel. More and more people choose to visit events – as participants and spectators. There is very rapid growth in what is known in research as Sport & Outdoors Events. Steadily growing demand and supply are also being reinforced by the current trends in health and lifestyle.

New requirements for visitors and organisers

The increase in size and numbers of events does of course create opportunities for the industry, such as employment and growth, while the events place a burden on both natural and cultural landscapes. Not infrequently, events such as mountain marathons are held in sensitive environments in more or less peripheral locations. But even events in urban environments, such as Göteborgsvarvet Half Marathon, affect the environment in different ways. This places partly new demands on both visitors and organisers.

At the same time as these events attract more participants than ever, overtourism and climate challenges are being discussed. We want to contribute to more sustainable events, and we believe that the way forward is more knowledge on which to base new solutions.

A more long-term movement

By studying visitors who consume events and organisers who produce events, as well as the participants, we contribute to greater knowledge to meet the challenges of today and tomorrow.

In collaboration with event stakeholders, we want to identify needs that can be the starting point for research and in-depth analyses. We will increase knowledge about factors such as transport, attitudes, material use, consumption and accessibility.

We want to implement this new knowledge in the ongoing dialogue with the industry in order to start a movement for more long-term sustainable event development.


Robert Pettersson, Mid Sweden University

Theme leader

Associate Professor

Areas of research: Event tourism, Destination development, Local- and regional development, Trends in tourism, Co-production and innovation

John Armbrecht, University of Gothenburg

Vice theme leader

Researcher at Centre for Tourism

Areas of research: Consumer behaviour research, Research on consumer experiences within an event and tourism context

Erik Lundberg, University of Gothenburg

Researcher and Head of Centre for Tourism

Areas of research: Consumer behaviour, experiences, sustainable development linked to events and tourism

Lusine Margaryan, Mid Sweden University

Malin Zillinger, Mid Sweden University

PhD in human geography

Areas of research: Destination development, Digitalisation, Innovation, Tourist behaviour

Axel Eriksson, Mid Sweden University

PhD Candidate in Tourism Studies

Areas of research: Event, Outdoor recreation, Development perception, Sustainable development, Land use