Innovation: “France’s Hawaii” and shark attack capital of the world Réunion Island abandons deadly surfing, embraces hiking, to draw tourists!

For white folk, by white folk.

But what is the number one demand on your personal checklist when planning a warm weather vacation? Good thread count? A swim-up pool bar? World-class waves within striking distance? Yes, yes and yes.

It’s difficult to even imagine taking a beach-esque journey without the pure joy of surfing but with the current and ongoing shark apocalypse, the Pastime of Kings is becoming more and more dangerous. Entirely deadly even.

What will we then do, in a few short years, when Great Whites, Tigers and Bulls officially refuse our oceanic entry?

Well, “canary in the coal mine” Réunion Island is beta testing a wonderful alternative. You, of course, know that the beautiful French territory floating just east of Madagascar, Jeremy Flores‘ home, has seen more deadly attacks than anywhere else on earth. It is today what California, Australia and Florida will soon be.

Surfing has been banned for years now so how to draw tourists? How to get you and me?

And let’s turn directly to The New York Times for answers.

For a place long thought of as France’s Hawaii, the tourism sector has been staring down a crisis: One industry report from 2014 found that as many as 60 percent of travelers with plans to visit canceled their trips in the days after a new shark attack. But the shock seems to have prodded regional tourism authorities to come around to the view of locals, who have long regarded the island’s mountainous interior as its singular claim to fame.

In 2014, Réunion’s tourism office launched a campaign with the tagline, “Thinking of hiking? Hike in Réunion,” with advertorials featuring bronzed couples in fitness gear taking in the mountain views. It stepped up marketing in hiker-rich markets like Germany and sent 2,000 French visitors to its website a fresh Réunion pineapple in the mail. The office now markets Réunion as “Intensely Relaxing,” and recently partnered with the French magazine Géo for an online popularity contest that crowned one of Réunion’s best-known hiking routes, the GRR1, “the most beautiful trail in France.”

Hiking.

Are you a fan?

Could you be a fan?

“No sharks on land” as they say.

Should we get a jump on it and launch the World Hike League right today?

Let’s really put our heads together on this one.