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White Paper on Tourism Marketing 2026
The strategies, tools, and trends transforming destination and tourism brand marketing in 2026.
By François Veauleger · Founder of Agence Alps · Expert-Consultant in Territorial and International Marketing
50+ projects supported
10 operational chapters
100% free and downloadable
2026 updated edition
Why this white paper is different
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.
What you will discover — The 9 chapters
Each chapter is self-contained. You can go directly to the topic that corresponds to your current priority.
Societal meta-trends
Analysis of the behavior of the "new consumer" around four pillars: individualism, hedonism, reassurance and responsibility.
The overhaul of strategic and marketing models
Transition from the 4P model to the SAVE model (Solution, Access, Value, Education) to meet complex customer needs and create value.
Economic change: from experience to transformation
A shift from an experience economy to a transformation economy, where travel becomes a tool for personal development and sustainable change.
Narrative mutation: the concept of “depicting”
Strategies to make tourism promises tangible and memorable, by scripting highlights and mastering positive and negative indicators.
05
Major operational trends
Focus on four areas: local roots, need for nature, heritage and gastronomy, and well-being with "slow tourism".
06
The Data & CRM Revolution
The importance of strategic data exploitation for advanced personalization, proactive customer lifecycle management, and effective loyalty.
07
Advanced digital loyalty and engagement strategies
Transition to loyalty programs based on social engagement, gamification, conversational commerce and the use of Mobile Wallets.
08
The use of artificial intelligence
AI as a lever for process optimization, personalization, predictive maintenance and content creation, while respecting ethical and governance principles.
09
Perspectives
Summary of trends: a tourism future combining local roots, sustainability and augmented technology, with AI as a tool to liberate humans and strengthen hospitality.
This white paper is for you if…
This applies to you if you are…
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Director or Marketing Manager of a Tourist Office
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Director of Destination or Regional Development
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Accommodation Provider, Lodge, or Tourist Accommodation Provider
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Elected Official or Deputy Director General in charge of tourism development for a local authority
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Professional wishing to structure their 2026 marketing strategy
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Agency or Consultant seeking an up-to-date industry framework
You will learn to…
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Choose the right marketing levers based on your profile and budget
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Launch or revamp your email marketing strategy in under 30 days
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Measure the real ROI of each marketing action with a dashboard
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Activate your business partners with a structured trade methodology
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Build or reposition your destination's brand identity
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Integrate AI into your marketing without sacrificing your authenticity
THE AUTHOR
François Veauleger
Founder of Agence Alps
UN & European Commission Expert-Consultant
Former Director of Tourist Offices
Author with L'Harmattan Publishing
→ Former Director of Tourist Offices in France (over 10 years of field experience)
→ Founder of Agence Alps in 2018 — over 50 projects supported in territorial and tourism marketing
→ Accredited Expert-Consultant for the United Nations (no. 695474) and the European Commission (no. EX2020D393727)
→ Author of "Towards a New Approach to Territorial Marketing" (L'Harmattan Publishing, 2021)
→ Member of the Régiosuisse network and MEDEF International
To learn more: our expertise
The white paper provides you with strategic insights. Alps Agency can assist you in their operational implementation.
Email Marketing
Strategy, segmentation, automation and tailored email campaigns for tourism stakeholders.
Learn more
Trade Marketing
Representation, network animation and B2B sales development in the tourism industry.
Learn more
sustainable attractiveness
Territorial strategy, destination positioning and sustainable development for your territories.
Learn more
Brand identity
Brand platform, brand book and visual identity for tourism destinations and businesses.
Learn more
Influencer Marketing
Selection, briefing and management of tourism influence campaigns with ROI measurement.
Learn more
Frequently Asked Questions
Is it really free?
Yes, absolutely. No credit card, no subscription. We believe that sharing our expertise is the best way to demonstrate our added value. The download is immediate after you register.
Should I read the 10 chapters in order?
No. Each chapter is self-contained. A reading guide at the beginning of the book helps you identify the path best suited to your profile and current priorities.
Who is this white paper intended for?
Primarily intended for tourism professionals: directors of tourist offices, destination managers, accommodation providers, elected officials, and local authorities. It is written in practical language, without unnecessary technical jargon.
Can I share this white paper with my team?
Absolutely, we encourage you to do so. You may freely distribute it for non-commercial purposes, provided you cite the source.
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