"Niche Tourism: contemporary issues, trends and cases examines one of the fastest growing areas within the tourism sector. The concept of 'niche tourism' has emerged in recent years in counter-point to what is commonly referred to as 'mass tourism'. It implies a more sophisticated set of practices that distinguish and differentiate tourists. In a globalising world of increasing 'sameness', niche tourism represents diversity and ways of marking difference." This book provides an integrated picture of specialty/niche tourism as a whole, looking at both the 'macro' and 'micro' niche area. It has a comprehensive theoretical framework, and discusses initiatives, policies and strategies adopted internationally. International case studies emphasize the links of theory to practice.