Horses and tourism

Outside of sports and competitions, the horse, once used mainly as a means of transportation, in battle, for work in the fields and even for their meat, is now relegated to leisure and tourism, where they now excel. In this new context, equestrian activities are becoming commonplace across societies worldwide, bringing many changes to spaces and places in the process.

The horse, reinvented by the tourism and leisure Industry in the West

Industry’s achievements and the intensive mechanisation of rural areas appear to have sealed the fate of the horse in the West in the first half of the 20th century. In the 1930s, tractors were already rendering the work of man and beast obsolete across the American plains (Kaspi, 1986). In France, the equine population plummeted from three million horses-over two-thirds of which were draft breeds-in 1935 to less than half a million by the end of the 1960s (IFCE, 2012). Nonetheless, this urban society, which also thrived on leisure and consumerism (Viard, 1982, 2000; Rauch, 1996; Bertho-Lavenir, 1999; Corbin, 2001) travelled across the Atlantic in the 20th century (MIT, 2005), defining a new future  for the horse. Beyond its now outdated utilitarian functions -such as warfare, transportation, and power generation (Roche, 2008)- the horse was redefined through the prism of emotions and triumphant hedonism (Pickel-Chevalier and Grefe, 2015). The logic of property was replaced by that of a bond with the horse, contributing to the sensitive reinterpretation of animals initiated by Rousseau two centuries earlier – the concept of “lesser siblings” (Larrère and Larrère, 1997). This re-identification particularly facilitated its appropriation by children, who had benefited from a central status since the early 20th century (Key, 1910). It favoured a paradigm shift, replacing the myth of the horse as an extension of the body – chivalry – to that  of the horse as an alter ego, largely shaped by children’s literature from the late 19th century – Black Beauty,1877 – through to the late 20th century (Pickel-Chevalier, 2017). This phenomenon accompanied and reinforced the progressive, then intensive, process of the feminisation of equestrianism. Indeed, changes in the relationship with horses coincided with women’s emancipation. Thanks to several bold initiatives in North America during the late 19th century (Beck, 2006), and more generally in the period following the Great War, women saw horse riding as a means of transgression, straddling their mount, a method reserved exclusively for men up until then (Tourre-Malen, 2009). In the eyes of the world, the domination of this powerful animal bore witness to their capabilities similar to those of their male counterparts (Bettelheim, 1976). This use of the horse as an expression of liberation, especially among the upper classes (Hargreaves, 1994; Defrance, 2003), heralded the more widespread adoption of equestrianism by women, driven by other aspects (achievement, emotional connection, and pleasure) and it had become  a major activity in the West at the end of the 20th century (Adelman and Knijnik, 2017).

New place in society, new rider profiles

Thus, rather than succumbing to modernisation, the horse and equestrianism have adapted to the deep-seated societal changes. For instance, the Fédération Française d’Équitation (French Equestrian Federation) recorded just over 20,000 registered members in 1949 (Chevalier V. and Dussart, 2002), 145,071 in 1984 and 675,186  in 2023 (FFE, 2024). This increase indeed reflects the development of contemporary leisure activities (Terret, 2007), but in this case, it is exponential: while the total number of registered members across all federations combined increased by 8 in the space of 73 years, the number of riders registered with the FFE increased by 34, making it the third largest equestrian federation in the early 21st century.  However, this increase has been marked by a decade-long decline, with the number of licensed members falling continuously between 2012 (706,449 members) and 2020 (601,166), a loss of over 100,000 members. Since 2021, equestrian activities have benefited from the post-Covid resurgence of outdoor leisure activities, reinstating its status as the third largest federation in France by number of licensed riders and the largest one for women (FFE, 2024).

This growth is attributed to changes in rider profiles, characterised by diversification with more young riders (in 2023, 61% of riders were aged 18 or under, and 48.5% were under 14), and a significant number of women (85% of riders are women) – FFE, 2024 -and the relative popularisation (predominance of middle and upper-middle classes). Nearly 80% of federal licenses issued for leisure activities (FFE, 2024) – figure 1.

Figure 1. The new dominant profile of riders: the young girl. S. Pickel-Chevalier, 2023

The predominance of leisure activities and women riders exceeds France and reflects a much wider phenomenon in the West. In the United States, the American Horse Council recorded 7.25 million horses in 2020, 43% of which are recreational horses. Likewise, Germany recorded 687,000 members in its National Equestrian Federation, with 88% pursuing leisure activities (IFCE, 2019). This country has the largest population of horses in Europe, with 1.7 million in 2020, ahead of France (1 million) and the United Kingdom (850,000). The UK records 1.8 million regular riders and 3.2 million occasional riders, 90% of which partake solely in leisure or tourism-related activities, according to the British Equestrian Society. At the same time, women represent 78% of licensed riders in Germany (German Equestrian Federation, 2022), 88% in the UK (British Equestrian Society, 2023), and 92.6% of horse owners in the United States, according to the American Horse Council Equestrian Statistics (2022).

Leisure, women, and often young people, clearly characterise equestrian practices in France and the West. It is also marked by growth in equestrian tourism and horse-related activities, which should be considered separately.

Equestrian tourism: A general term encompassing outdoor equestrian activities

Equestrian tourism is defined by the Fédération Française d’Équitation (FFE) and the International Federation of Equestrian Tourism (FITE) as leisure travel involving a horse, whether mounted, driven, or packed. It includes trips over several days – trekking – as well as outings lasting several hours[1]. From a federal perspective, the term “equestrian tourism” actually refers to outdoor riding, whether it is a genuine tourist activity-giving rise to

“A system of players, practices, and spaces that contribute to the ‘recreation’ of individuals through travel and temporary living outside of their everyday environments”

(Knafou and Stock, 2003, p.931),

or a leisure activity that is part of daily life and defined as

“a series of occupations in which individuals freely participate for rest, diversion or personal development (including, educational, voluntary and creative activity), after attending to occupational, family and social obligations”

(Dumazedier, 1962, p.28).

Therefore, equestrian tourism is a recreational activity involving the movement of an individual’s body combined with an equine (horse, donkey, mule) through various equestrian practices—such as riding, horse-drawn carriage driving, and packing (see Figure 2). Such activities can favour regional dynamism, especially when they involve itinerant experiences because, much like any form of tourism, it requires a network of stakeholders (equestrian facilities, accommodation, restaurants, tourist sites, etc.) and the creation of specific spaces (well-maintained and signposted paths, hitching posts, and refreshment points for horses. etc.). According to the French Equestrian Federation, this leisure activity involves about one million regular or occasional participants. However, it is difficult to give a precise figure because, unlike club riders, outdoor equestrian enthusiasts are not necessarily registered members of a federation. Indeed, they form a small part of the federation’s membership: only 10.6% (71,85 members) of the FFE’s 675,186 members in 2023 hold a “tourism” licence which includes all outdoor practices (FFE, 2024).

Figure 2. In reality, equestrian tourism covers all forms of outdoor riding, whether mounted, driven, or packed. S.Pickel-Chevalier, 2010; Equivini, 2022.

However, equestrian tourism concerned about 2,500 equestrian establishments and associations in 2021. 350 of these are officially recognised as Equestrian Tourism Centres by the French Equestrian Federation (FFE). Furthermore, horse riding and trekking represent a secondary activity for half of the 5,000 equestrian centres which focus on teaching. Finally, itinerant equestrian tourism has favoured the creation of specialist tour operators, the first of which was founded in France in 1972 (Cheval d’Aventure). There are currently  about ten such operators in France offering trips in France and around the world.

In France, equestrian tourism has also led to two large-scale initiatives. In 2018, with the support of the ANTE, the Napoleon Route on Horseback was created with a signposted route extending 350 km across two regions and four departments, between Grasse (Alpes Maritimes) and Vizille (Isère). Similarly, in 2021, the D’Artagnan Route was recognised as a European Cultural Itinerary. This route stretches 8,000 km between six countries (Spain, France, Italy, Belgium, Germany, and the Netherlands) and 15 regions, and is the first cultural and tourist equestrian route recognised by the Council of Europe.

This recognition contributes to the international development of equestrian tourism. The United Kingdom has a dense network of marked trails covering more than 41,000 km  often shared with cyclists and pedestrians (Cochrane & Daspher, 2015). Spain boasts nearly 500 establishments offering equestrian tourism activities that make use  of historic routes (Caminos de Santiago, Canadas Real), and events such as festivals and pilgrimages (Festes de Sant Joan in Minorca, Los Caballos del Vino in Caravaca de la Cruz, and Rapa da Bestas in Galicia, etc.). Italy also has about 700 specialist establishments, that rely on the existence and maintenance of 4,000 km of trails (Atout France, 2011).

Other countries are emerging as specialist destinations, such as Iceland, where equestrian activities account for 15 to 18% of international tourism (Helgadottir and Sigurðardóttir, 2008). Also, this sector is further boosted by domestic tourism, which represents over 60% of equestrian leisure activities (Sigurddottir, 2015). Ireland also follows this trend with a varied range of equestrian tourism services, from horse riding to trekking and caravan riding. Canada has many large-scale projects, such as the opening of the Trans Canada Trail which is partly accessible on horseback. It forms an impressive national network of hiking trails stretching 23,000 km from the Atlantic Ocean to the Pacific and as far as the Arctic.

The institutional structuring of equestrian tourism in France: the role of the FFE and associations

Outdoor equestrian activities in France are organised through various bodies, in particular the French Equestrian Federation (FFE). This structuring was initiated in 1963 with the creation of the Association Nationale pour le Tourisme Equestre (National Association for Equestrian Tourism) – ANTE. The latter enabled the official recognition of equestrian tourism and obtained the support of the Haras Nationaux, a key institution in the French equine sector at the time. The ANTE’s original missions were: the organisation of professional training (for equestrian tourism guides and trail leaders), the creation of signposted trails, communication, and the organisation of events. The association quickly formed a multi-levelled institutional network for equestrian tourism; in 1979, every French region had an ARTE (Regional Association for Equestrian Tourism), and by the late 1980s, every department had an ADTE (Departmental Association for Equestrian Tourism). In 1975, the ANTE participated in the foundation of the FITE (International Equestrian Tourism Federation), to develop international federative collaborations, initially bringing together France, Italy, and Belgium. Today, the FITE boasts 25 members around the world, reflecting the growth of international tourism beyond Western countries.

In 1980, the ANTE created a national equestrian tourism licence, with 8,000 registered members in 1981. By 1984, the association was officially recognised as a national federation by the Ministry of Sports, Youth Affairs, and the Environment. On the strength of this success, it founded the TREC (Competitive Trail Riding Techniques) in 1985. This initiative was paradoxical in that it aimed to turn a tourist activity into a competitive sport by redefining the passage of obstacles typically encountered in rural or natural settings (jumping tree trunks, traversing slopes, passing under beneath low branches, passing fence gates) as features of a regulated sporting event. This policy reflects how the ANTE operated. On the one hand, needed to federate its members through recreational events but, on the other hand, it was struggling culturally to represent the relationship with horses outside of a sport-oriented context that promoted technical skills. Thus, although equestrian tourism first appeared in 1963 as a result of a wish to escape the context of traditional riding schools, it found itself back in the same context through institutions that invented a competitive model of practices that did nevertheless claim to be based on tourism! These competitions were however criticised by certain members who decided to step away from them and found an independent association in 2002, which rejected competitive events: Equiliberté.

In 1987, the ANTE joined the Fédération des Sports Équestres (created in 1921) and the Poney Club de France (founded in 1971) to create the Fédération Française d’Équitation (FFE) aimed at improving the equestrian federal organisation. The ANTE subsequently became the DNTE (National Equestrian Tourism Delegation). In 2000, the federation’s statutes were rewritten: the three delegations were dissolved in favour of a more inclusive functioning of the FFE. The DNTE became the CNTE (National Equestrian Tourism Committee). Its mission was refocused on “the development and promotion of horse-related tourism activities”. In this context, it is in charge of:

  • waymarked equestrian itineraries
  • the preservation of practice sites
  • the training of riders (galop de nature) and professionals (Assistant Riding Instructor – AAE – and Equestrian Tourism Guide – ATE -)
  • the quality approach associated with the two federal labels, namely the Centre de Tourisme Équestre label (for establishments specialising in the organisation of equestrian tourism activities) and the Cheval Étape label (establishments welcoming ponies and horses for at least one overnight stay).

The CNTE also created an interactive map called Géocheval, which references 550 routes and 24,000 km of trails accessible on horseback and by carriage. Furthermore, it runs Equirando, which was invented in 1961 but only called Equirando in 1987 (Pickel-Chevalier, 2024). Held every two years in different cities, it is the largest European gathering of outdoor riders and carriage drivers. A junior event (for 7-17 year-olds) is organised annually. The FFE is also a partner of major equestrian routes, such as the D’Artagnan European Route and the Napoleon Route on Horseback.

Alongside federal bodies, the Equiliberté association brings together 2,000 members who maintain trails across France (Equichemins) and organise equestrian tourism events.

The FITE: The International Federation for Equestrian Tourism

Outdoor equestrian activities also benefit from an international organisation with the International Federation of Equestrian Tourism (FITE). It was founded in 1975 by national equestrian tourism associations in France, Italy, and Belgium. It is largely supported by the French Equestrian Federation and is a non-profit association under the 1901 French law, which aims to (FITE, 2016):

  • Bring together organisations at an international level which are responsible for equestrian tourism and all forms of recreational riding in their respective countries
  • Facilitate relationships between affiliated organisations and provide support and encouragement
  • Coordinate their actions and define the conditions for implementing equestrian tourism at an international level
  • Promote all forms of mounted or driven outdoor equestrian tourism and recreational riding
  • Promote the organisation of international events
  • Organise, regulate, develop, and promote TREC (Competitive Trail Riding Techniques), both mounted and driven, as well as pastoral and working horse-riding
  • Attract the attention of national and international bodies to any issues and regulations that concern equestrian tourism directly or indirectly
  • Take an interest in international horse-related matters concerning tourism, outdoor activities, and the environment.

The FITE’s influence currently extends well beyond Europe, although it remains predominant in this part of the world, representing 16 of the 23 affiliated countries: France, Italy, and Belgium, the three historic partners, along with Germany, Austria, Denmark, Spain, Portugal, Great Britain, Ireland, Luxembourg, the Netherlands, Romania, Poland, Sweden, and Switzerland. Other countries have joined its ranks, such as the United States, Canada, Georgia, Kazakhstan, Saudi Arabia, Côte d’Ivoire, and China (FITE, 2024). This extensive membership underlines the global interest in equestrian tourism, from the West to the Far East.

Equine tourism: the tourism development of equine cultures

Equine tourism includes and exceeds equestrian tourism. It can be defined as

“A journey undertaken during leisure time that occurs outside the temporal and spatial constraints of daily life, which include activities relating to equestrian practices (riding, driving, or packing) or an activity centred around equines (horses, ponies, donkeys, mules) in the frame of visits or events. The equine and equestrian pursuits may either be the main activity or a secondary activity of the tourist stay. In the same way as all tourist activities, [equine] tourism generates a system of players, practices and unique spaces, requiring networking and territorial organisation.”

(Pickel-Chevalier, 2015a, p.13).

Thus, equine leisure activities will be defined as:

“Recreational activities involving mounted, driven, or packed equestrian practices, or activities relating to equines (visit, event), which forms part of everyday life or tourism.”

(Pickel-Chevalier, 2015a, p.13.)

Therefore, equine tourism includes a wide range of possible practices that fall within the scope of adventure tourism, slow tourism, nature tourism, rural tourism, as well as cultural tourism. Indeed, having been domesticated for 5,000 years, the horse has played a crucial role in the sociocultural transformation of communities over the centuries (Digard, 2007). It has spurred the invention of materials and tools that have helped to perfect its use, it has favoured the intensification of agricultural practices, the expansion of human mobility, and the growth of cultural and commercial exchanges. The horse has greatly influenced how societies perceive time and space while also undergoing genetic transformations to better meet human needs. Consequently, it is a cultural object shaped by societies within their own temporal and spatial contexts, and a producer and conveyor of meanings specific to each community (Pickel-Chevalier, 2019, 2020b).

This recognition of the horse gives rise to the recognition of equine cultures. We define them as: “a system of practices and representations associated with equines, shared by a community and through which it identifies itself. Therefore, equine cultures transcend and encompass the notion of equestrian culture, which is solely focused on riding, to include all forms of interaction with horses and, more broadly, with equines, in terms of their use (mounted, driven, packed, tethered, or loose) and representations of them.” (Pickel-Chevalier, 2020a). Equine tourism is based on the promotion of equine cultures in all their diversity. They are defined by their holistic and inclusive nature, which includes the living heritage (the animal), tangible heritage (equipment and infrastructure), and intangible heritage (equestrian techniques and lifestyle) -figure 3.

Figure 3. Equine tourism defines tourism practices centred around the horse, involving equine cultures, such as the Cadre Noir in Saumur, which attracts over 1,800 visitors to each gala event. Source C.Pickel-Chevalier, 2022.

Equine tourism can serve as a lever for regional development. Indeed, the diversity of the equine sector generates significant financial flows, estimated at over €11 billion, according to the French Institute of Horse and Equestrian Riding (IFCE, 2019). €9.7 billion comes from the horse-racing sector (particularly through betting, but also from fees paid by horse owners for training and the purchase of horses at auctions). Sports and recreational activities account for a further €1 billion (2019). This comes mainly from the activities of equestrian establishments (lessons, boarding) as well as the purchase of horses by private individuals and professionals. Working equines (school transport, forestry work, mounted police, etc.) account for €26 million. Thus, the horse is at the heart of a multi-faceted economy, able to foster endogenous growth dynamics within regions. The growing awareness of this potential has resulted in many initiatives in a variety of  regions, where  several tools have been developed, such as the equine competitiveness cluster founded in Caen in 2008. Others are promoting the creation of equine clusters, such as the “equine health and well-being cluster” supported by Lyon Chamber of Commerce and Industry, or the So-Horse Alliance cluster in Aquitaine. These initiatives are characterised by a common wish to bring together businesses, research centres, and training organisations engaged in a common development strategy.

As a result of the dynamism of the equine sector, many local authorities are seeking to develop equine tourism to unite their region and promote an image of prestige, heritage, and even sustainable development (Pickel-Chevalier and Violier, 2016; Vial, Wanneroy and Le Velly, 2015; Pickel-Chevalier, 2015b). In this context, some towns are laying claim to the title of equestrian “capital” or “city”: Fontainebleau and Chantilly both claim to be the “Capital of the Horse”, while Saumur positions itself as the “Capital of Riding”. Maisons-Laffitte, Tarascon, and Pompadour claim themselves to be the “City of the Horse”, and the Haras du Pin presents itself as the “Versailles of the Horse”. Some villages also promote themselves as local capitals (“Saintes-Maries-de-la-Mer, Capital of the Camargue”, intrinsically linked to the horse of the same name; “Saint-Quentin-en-Tourmont, Land of the Henson” -the Henson breed being a type of recreational horse; and Nogent-le-Rotrou and Mortagne-en-Perche, which present themselves as centres for the Percheron horse breed). This phenomenon is widely echoed at an international level: Golegã is presented as the Portuguese capital of the horse, while both Córdoba and Jerez de la Frontera lay claim to this title in Spain, in the same way as Newmarket and Badminton in the United Kingdom. In the United States, Ocala in Florida and Lexington in Kentucky both claim to be the “World Capital of the Horse”!

The development of these titles highlights the interest shown by public and private stakeholders in promoting horses as an asset of local attractiveness. This points to the development of equine tourism destinations which should be able to associate representatives from public authorities (representatives of local authorities), tourism professionals and institutional players (accommodation providers, retailers, restaurant owners, site managers, tourist offices, etc.), as well as a varied range of professionals from the equine sector (managers of riding centres, stables, equestrian tourism centres, breeders, managers of specialist museums, directors of equestrian academies, equestrian show organisers, and stud farm directors), and institutional representatives of the equine world (equestrian committees, federations, national official bodies such as the IFCE, etc.). With interactions among these parties potentially being complex, flexible governance will be required. Tourists also play a key role in this process, acting as decisive co-creators for destinations through their choices, perceptions, and practices (Violier, 2008; Clergeau and Violier, 2015).

However, these collaborations, whether at a national or international level, remain to be developed, in a context dominated by uncontrolled regional marketing strategies. The boom in horse tourism destinations, based on the promotion of equine tourism, requires a national and international labelling policy to avoid titles being self-awarded and improve the legibility of the offer. For this, it should combine the quality of the tourist services and the varied range of activities with horses (mounted, packed, driven) and based around horses (events, museums, shows, etc.) available. Several initiatives have been developed, such as Euro Equus, a network bringing together European equestrian cities, which aims to promote equine cultures as levers for tourism and regional development. Created in 2005, the association currently brings together six countries, namely Waregem (Belgium), Pardubice (Czech Republic), Jerez de la Frontera (Spain), Golega (Portugal), Wroclaw (Poland), and Saumur (France) since 2021. Nevertheless, these efforts need to be improved and extended to strengthen and promote networking among emerging equine tourism destinations.

Sylvine PICKEL-CHEVALIER

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