Tourism marketing is evolving faster than ever. Artificial intelligence is reshaping search engine rankings, post-pandemic traveler behavior has permanently changed, budgets are shrinking, and competition between destinations is intensifying globally.
In this context, tourism professionals—tourism offices, destinations, accommodation providers, and local authorities—need clear guidelines, proven methods, and immediately actionable tools. They need more than just another list of trends copied and pasted from general reports.
This white paper is the result of seven years of working with over 50 tourism organizations in mainland France, its overseas territories, and internationally.
Each recommendation is grounded in real-world projects, field data, and measurable results.
This white paper is for you if…
Classical study
Specifications → consultation → field surveys → feedback.
A photograph, frozen on the day of its delivery.
Attractiveness Model Canvas
The data is constantly being refreshed.
The differences are visible, the decisions are made based on the actual state of the territory today.
The application continuously queries multiple sources and projects them into the AMC grid.
Multiple data sources,
an interpretation grid
Offre
Avis
Accès
Concurrence
AMC Score
LEVEL 1
The overall score
Where does the territory stand, at a glance?
LEVEL 2
The dimensions
What factors drive attractiveness upwards or downwards?
LEVEL 3
The field details
To the establishment or point of interest.
Designed for those accountable for attractiveness
Tourist offices
To objectify the performance of the destination in the eyes of the board of directors and socio-professional stakeholders.
Local authorities and inter-municipal bodies
To provide tourism development plans and destination contracts with up-to-date data.
Attractiveness agencies, CRT/ART
Compare the territories within the jurisdiction, prioritize investments.
What you will discover — The 9 chapters
Qu'est-ce que l'Attractiveness Model Canvas ?
L'AMC est une méthodologie de diagnostic d'attractivité territoriale créée par Agence Alps en 2018, désormais opérée par une application web qui agrège 7 sources de données en temps réel.
How does the AMC differ from a traditional attractiveness study?
Transition from the 4P model to the SAVE model (Solution, Access, Value, Education) to meet complex customer needs and create value.
What data does the AMC use?
A shift from an experience economy to a transformation economy, where travel becomes a tool for personal development and sustainable change.
Does AMC replace advisory support?
Strategies to make tourism promises tangible and memorable, by scripting highlights and mastering positive and negative indicators.
How can I test the AMC in my territory?
By logging onto the AMC website and creating an account.
To receive assistance, you can request an appointment: the demonstration is done directly on the data of your territory.