The official tourism organisation for Sion has joined the launch of the Wavepool Surf Tour, recognising surfing as an established part of the city's visitor offering.
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Sion Tourisme has come on board as a partner for the launch of the Wavepool Surf Tour, which begins at Alaïa Bay on 1 August.
The partnership reflects the role Alaïa Bay has played since opening. Built in the Rhône Valley beneath the Alps, the wave pool has expanded Sion's tourism offering beyond the activities for which the region is traditionally known. Alongside its historic old town, vineyards, hiking trails and cycling routes, the city has developed a reputation as one of Europe's leading inland surfing destinations.
For Sion Tourisme, supporting the Wavepool Surf Tour recognises that change. Surfing is no longer a niche attraction in the city. It has become part of the destination itself, attracting visitors who travel specifically to ride Alaïa Bay while also exploring the wider Valais region.
The Alaïa Surf Challenge will launch the first season of the Wavepool Surf Tour and bring together surfers from several countries on a tour designed specifically for the wavepool era. Rather than gathering for a short competition window, competitors submit their best rides from participating wave pools over a two-month event period, with performances measured on a global leaderboard, before the season concludes at the World Final.
The support of Sion Tourisme also highlights the wider impact of wave pools. They are creating new surfing destinations, extending tourism beyond traditional coastal regions and introducing the sport to communities that have never previously had consistent access to quality waves.
"We're delighted to welcome Sion Tourisme as a partner for the launch of the Wavepool Surf Tour," said Clyde Martin, Chief Operating Officer of the Wavepool Surf Tour. "Alaïa Bay has already shown what a world-class wave pool can contribute to a destination. This partnership recognises that surfing has become part of Sion's identity and its visitor experience."
The Alaïa Surf Challenge opens on 1 August at Alaïa Bay, with Sion providing the setting for the first stop of the 2026 Wavepool Surf Tour.
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Read more:
Rider Files: 11-year-old Mahohi Nguyen Tang to compete in the Alaïa Surf Challenge (link)
