“Attractiveness and tourism are combined with the disaster”

He has a level in Economics and Social Sciences, Christophe Alaux is in costIMPGT College of Aix-Marseille. Since 2015, he has been the director of the “attractiveness and new territorial advertising and marketing” division, whose steering committee contains round thirty French native governments. With them, Christophe Alaux is engaged on the evolution of territorial advertising and marketing to “outline the essential rules that may make it doable to attain the objective of the sustainable attractiveness of every territory”.

This yr, the division printed a manifesto geared toward distinguishing territorial advertising and marketing from an strategy to promotion and public communication, and even from a industrial strategy and model advertising and marketing. The purpose is to outline the contours of this specialty borrowed from the personal sector, which generally errs attributable to lack of professionalism… or lack of concepts. Lastly, since 2013, the Division has been organizing the Place Advertising and marketing Discussion board, an annual worldwide assembly of determination makers coping with territorial attractiveness points to current, change and reward the perfect practices of territorial advertising and marketing and attractiveness on the earth.

The territories’ attractiveness and tourism methods have come along with the well being disaster. By addressing an increasing number of French vacationers, the native authorities have made their strategy extra skilled with a view to set up procedures tailor-made to the wants of the general public they want to appeal to. Even, generally, to counter them!

Has the well being disaster modified the tourism advertising and marketing methods of native authorities?

The phenomenon of accelerating the attractiveness of tourism has already taken place, and the well being disaster has accelerated it. The relatively ill-defined “tourism” competence is conferred by totally different ranges of the group, with totally different meanings: it contains funding in infrastructure in addition to housing or financial improvement. Relying on the territories, their specificity or dynamics, fascinating initiatives of assorted scales seem.

Nonetheless, well being restrictions, particularly relating to journey, contributed to the event of native tourism and residents’ urge for food for stays of their area. This transfer leads operators to focus on their advertising and marketing methods at these audiences searching for authenticity. On this context, we observe, specifically, a rise within the competences of municipalities or inter-municipal vacationer places of work, which develop campaigns that showcase their strengths, each for native vacationers and their inhabitants.

Right here, attractiveness meets tourism: exhibiting residents that they’ll uncover fascinating locations or actions close to their houses is a crucial problem in bettering their high quality of life. It’s the identical when we contact neighbors of intercommunity or departments who could resolve to maneuver out of the seduced. Engaged on territorial cohesion is extra essential in France than in different international locations.

Who’re these new tourism methods for?

Rural areas have understood that three-quarters of the nation’s vacationers are French and that it’s a lot simpler and cheaper to contact them than to attempt to appeal to worldwide vacationers! Maybe we’re approaching the tip of betting on little-known, poorly recognized vacationer locations, which regularly find yourself with 4 × 3 screens on the Paris metro … This new positioning appears all of the extra apparent because the numbers present that the French have made cash on this disaster, and the probabilities of staying overseas stay restricted.

There’s a area of interest that the premises are taking on. Territories turn into enticing, they understand that what they believed to be weaknesses will be became priceless property. That is in fact the case with many landlocked rural areas which provide a really fascinating relationship with nature and the land, particularly because the providers supplied exterior the cities could also be of a superb normal.

Are metropolis dwellers a great goal for advertising and marketing rural territories?

ABOUTui, as tourism and attractiveness come collectively to strengthen territories’ strengths: rural terroir, meant to draw vacationers, serves to reveal the standard of life {that a} territory can supply to energetic folks. For instance, the Lot division values ​​each a talented job in aviation and life
out of doors. Territorial Advertising and marketing surfs on this thirst for area that emerged aloud throughout the well being disaster.

That mentioned, we discuss loads in regards to the city exodus, however to date the phenomenon is just not quantified. Between 2011 and 2014, housing mobility was steady at round 11% of the French inhabitants. And 74% of people that transfer keep of their division. Whereas actual property brokers are seeing a rise within the variety of city residents eager about a secondary or combined residence, improvement tasks in rural areas stay restricted. We should be careful for prejudices associated to overrepresentation!

Generally overpopulation threatens! What’s “demarketing” and what are native authorities resorting to?

This apply covers a number of territories. Demarketing appeared in European metropolises, the place vacationers massively go to the identical attraction. They then attempt to outline a method to ‘preserve assets’, that’s, keep vacationer attractiveness whereas higher taking into consideration the inhabitants. This summer time, we noticed French nature parks undertake this apply to restrict the frequency of visits to locations that till now have solely been visited by nature lovers skilled in utilizing these delicate areas. Calanques Nationwide Park has been a terrific success. To include the phenomenon, the administration confirmed photos of crowded seashores, and receptionists inspired vacationers to go to different, much less uncovered locations close by. Partnerships have additionally been established with highway help operators to encourage folks to keep away from the busiest locations and discover different locations.

Demarketing ought to be capable to regulate the inflow of vacationers whereas permitting neighboring websites to draw guests, however it isn’t at all times enough … restraint: entry restrictions, quotas, and so on. And that is the place we transcend demarketing!

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