«El turismo es lucha; lo nuestro, también»: la presencia de las luchas tradicionales en la oferta turística

The aim of this chapter is to reflect on how traditional struggles are dealt with by the tourist offer, and are represented within the framework of tourist development. To do this, we analyzed the contents of the web pages of national or regional tourist agencies in those countries with traditional struggles classified as «intangible heritage of humanity» by UNESCO. We also analyze its presence as a tourist product. We finally conclude by focusing on the Canary Islands case and the Canarian fighting. Traditional sports are very relevant self-identifying resources, having also a strong institutional support. They have sociocultural recognition and are alto tools to consolidate the external image of the country and favor, agglutinating cultural elements that favor the constitution of a strong nation-state; a nation concept anchored in traditional, cultural and diversity-friendly elements. The study allowed us to calibrate the scope of tourism-sports potential in relation to its significance as cultural heritage, but also to learn about the different strategies around the tourist offer and the eventual impacts sponsored by this interrelation, not always desired.