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This article examines the rollout of a cycling route in France and the tourism logics mobilized in the context of a renewed tourism landscape shaped by emerging, highly valued models – sustainable tourism, slow tourism, and creative tourism. The focus is on a relatively young and still-evolving itinerary, La Seine à Vélo, which is being developed through the joint efforts of several local authorities and celebrates its 10th anniversary. Drawing on an exploratory qualitative study based on 14 semi-structured interviews, field observations, and document analysis, we shed light on the development of a cycling route that positions itself as a creative and sustainable model. Our analysis reveals a growing interest from public policies. By aiming for potential economic benefits, they have found new ways to distinguish themselves. However, the development of this approach is hampered by fragmented and sectoral governance.
