It is postulated that the key to winning broader support for public leisure services is to broaden the base of their appeal beyond regular users by stressing the collective benefits that also accrue to non-users and occasional users. This can be done by repositioning leisure services so they are aligned with the politically important issues in a community. Three repositioning strategies are suggested: real repositioning, competitive repositioning and psychological repositioning. Their application is illustrated in the context of the potential economic development contributions of leisure services departments through their involvement in tourism. 2000 Taylor & Francis Ltd.
