Abstract
Stadia tours arguably represent the least researched area within the sport tourism literature. Consequently this paper explores the reasons for the growth and popularity of this relatively new type of visitor attraction by suggesting its appeal is similar to non-sport related tours as outlined by Couldry's (1998) analysis of the Granada studio tour in Manchester. It is argued that the success of a stadium tour is in its ability to promise and consequently reveal the authentic backstage. Moreover it is suggested that these types of tours illustrate (by use of a case study at the Millennium Stadium: Cardiff) the growing recognition of sports stadia being salient symbols of local, national and international heritage.
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