Degrowing Tourism:Can Grassroots Form the Norm?

Snow sports recreation and tourism are highly associated with being one of the first victims of climate change. However, their role in driving and solving the climate crisis is not as widely recognized but is used here to provide an interesting case of the complexities of degrowing tourism. This chapter examines Protect Our Winters (POW) – a grassroots organization which took little more than a decade to grow into an international network that helps transform people into climate-savvy individuals while influencing businesses and politics for climate action, especially towards greenhouse gas mitigation. The chapter takes the example of the Nordic chapters of POW and introduce their narratives to see what sustainability transition discourses they follow, and if and how the degrowth discourse can further contribute to these efforts