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Dr Carl Cater

Dr Carl Cater

Associate Professor in Tourism Marketing, Business

Telephone number

+44 (0) 1792 606199

Email address

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Research Links

Office 306 - 306
Third Floor
School of Management
Bay Campus
Available For Postgraduate Supervision


Dr Carl Cater is an Associate Professor in Tourism at Swansea University in Wales in the School of Management, and his research centres on the experiential turn in tourism and the subsequent growth of special interest sectors, particularly adventure tourism and ecotourism.

He has written over forty papers and book chapters, is co-author of Marine Ecotourism: Between the Devil and the Deep Blue Sea (CABI, 2007) and editor of the Encyclopaedia of Sustainable Tourism (CABI, 2015). The latter is the most up to date reference work for understanding sustainability and tourism, with contributions from 160 authors in 28 countries.

Dr Cater is also an editorial board member of Tourism Geographies, Journal of Ecotourism and Tourism in Marine Environments. He has supervised 14 successful PhD completions and examined theses in the UK, Australia, Malaysia, New Zealand and Norway.

Dr Cater has travelled to over 80 countries and undertaken field research, supervision, curriculum oversight and teaching worldwide, including Australia, China, Malta, Nepal, New Zealand, Norway, Papua New Guinea, Tibet and Vanuatu. He has worked on projects for the Great Barrier Reef Marine Park Authority, New South Wales Department of Education, the World Tourism and Travel Council, Gold Coast City Council, the Gold Coast Adventure Travel Group, Tourism Queensland and the Tourism Society.

He is a fellow of the Royal Geographical Society, a qualified pilot, diver, lifesaver, mountain and tropical forest leader, and maintains an interest in both the practice and pursuit of sustainable outdoor tourism activity.

Areas Of Expertise

  • Tourism Development
  • Adventure tourism
  • Ecotourism
  • Marine tourism

Career Highlights

Teaching Interests
  • Entrepreneurship for Tourism Experiences
  • Tourism in Practice
  • Marketing Research
  • Tourism Study Tour

Dr Cater's research profile centres on sustainable tourism experiences and their contribution to communities, well-being, risk management and development worldwide. With the evolution of tourism as an ‘experience industry’, these niches continue to grow, becoming ‘smarter’ and more sophisticated. Sustainably integrating them into the structures and networks of the broader tourism industry is a particular challenge, but one that underpins much of his work. He also has a longstanding interest in Asian tourism and Asian tourists, having published work looking at the industry in China, Indonesia, Cambodia and Taiwan, and has links to the most prestigious research institution in China, and recent projects in Turkey and Indonesia.