Soft adventure is a popular tourism niche that northwest coastal destinations in Europe, such as the province of Zeeland in the Netherlands, are increasingly targeting. Many of these cold-water coastal destinations are struggling with strategies and policies that could maintain or increase their market share, often through the improvement of coastal products and image of the destination. One water sport that has gained enormous popularity in the last decade is kiteboarding. The practices of kiteboarders, which are informed by practice theory and conceptualized by the kiteboarding session, are studied through multiple methods. The research findings led to practical recommendations for deliberate interventions that support coastal destination policies targeting this niche.

The main question addressed in this chapter is how the practices of kiteboarding seem to be connected to and are challenged by other practices in the light of using kiteboarding for coastal health tourism reinvention in Zeeland, the Netherlands. To answer this question, exploratory findings on the impact of kiteboarding on its natural and social environment as well as management policies in place are used to describe potential gaps between current and more desired kiteboard practices. The practices described are related to steps in a kiteboarder's journey, namely before, during and after conducting a kiteboard session. In describing the process, it is evident how practices associated with kiteboarding seem to connect to and are challenged by practices of nature conservation but also those of other recreationists, spatial planners and destination marketers. Practical implications in terms of suggestions to advance kiteboarding practices in Zeeland are shared.

The coast offers numerous health benefits, not only for its residents but also for its visitors. In terms of coastal city tourism, an offer of healthy activities allows visitors to not interrupt their daily healthy habits and instead enjoy the benefits of the destination while promoting a better health condition. Some people still share the view that when they travel, they simply want to relax and do not care that much about their health in terms of nutrition and exercising. Vlissingen, being a small coastal city by the sea within the Netherlands, especially attracts visitors with its long south-facing promenade and city beach. It is unknown to what extent health aspects are of importance to its visitors. For this reason, this study explores the city's visitors on this issue as well as searching for ideas on how to promote health activities if showing potential and desires. The study addresses to what extent the visitors are interested in their health and if they are aware of the health benefits of the coast and possible coastal activities promoting their health. Destination management, policies and supply-side stakeholders are also investigated following earlier consumer-demand exploration findings. By interviews and desk research, potential improvements for the city to integrate health benefits into its existing tourism product are unravelled. The practice-based nature of this study emphasizes how health activities could be fostered in associated practices as visiting, branding, co-creation, and entrepreneurship in this Dutch city by the sea.

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