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Grégory Pouy put it forcefully: in a century, a decision-maker must now make 22 times more decisions in a single day. This brutal data exposes the cognitive crisis we are going through: permanent hyper-demand. In this context, Silence is no longer a luxury; it is a critical cognitive resource. The territory that values ​​and protects Silence does not only invest in aesthetics, but directly in the performance of its inhabitants. In the Attractiveness Canvas, Silence is at the

In territorial attractiveness, Cold, or more precisely regulated freshness, is becoming the most eloquent indicator of territorial strategy. In the Attractiveness Canvas, Security encompasses protection against climate risks. However, warming does not only threaten our health; it threatens the very infrastructure that protects us. The main oversight in our strategies for dealing with heat is the dryness of the buildings. Excessive heat subjects materials to unprecedented stre

For decades, the attractiveness of a territory was measured by its abundance. The water flowed in torrents, invisible and seemingly endless. It was a given, provided by a centralized infrastructure that no one questioned. Today, the paradigm is reversed. Water becomes the primary marker of a destination’s liveability and resilience. In my Attractiveness Canvas, the Ecology dimension is not limited to wilderness. It is defined by the concrete actions of local actors. This is w

Sylvain Tesson already wrote it in 2011: "Cold, silence and solitude are states that will be traded tomorrow for more than gold. On an overpopulated, overheated, noisy Earth, a forest cabin is the eldorado." In the forests of Siberia. This phrase should resonate with every human being, but for territories, this prophecy becomes a strategy. If we replace solitude with water, we obtain the triptych of tomorrow's livability. Since creating my Attractiveness Canvas in 2018, I hav

For years, Loyalty Marketing has too often been synonymous with: "Buy, accumulate, get a discount." It's a pricing strategy, not a relationship strategy. The fundamental problem is that the reductions are purely rational. Loyalty, on the other hand, is profoundly emotional and human. In the age of Social CRM, customer loyalty is no longer decreed, it is built. For a customer to stay, they must feel seen, recognized, and connected. To make this shift towards Smart Loyalty, you

Visual overload has transformed our daily lives into a battlefield for the retina. What if the true competitive advantage was no longer visible, but audible? Marketing campaigns invest fortunes to "capture" attention. Yet, engagement is often fleeting. In this race for visual content, we forget a sense that acts as a direct shortcut to the soul and memory: hearing. Sound marketing isn't just background music; it's a sensory signal that bypasses cognition. It doesn't seek cons

Often, the attractiveness of a territory or destination is reduced to its raw figures: its capacity to attract external resources (the Economy) or its positioning on the global stage (the International). The focus is on the simple Monetary Value of a good or service. That's where the trap lies. A place can be rich without being truly attractive. I created this matrix, the Attractiveness Canvas, in 2018. At the time, it was already about broadening the vision of a territory be

In a world of tourism where the advent of digital has profoundly changed the situation, globalized the offer or accentuated the divide between destinations and their territorial policies. Tourism stakeholders have also seen their jobs change. Their destinations became brands and marketing departments arrived to manage them like products. This is in an ideal world where there are no intermediate measures... The reality is that change is taking place but it is also accentuating

Arnaud de Baynast, Julien Lévy and Jacques Lendrevie define territorial marketing in Le Mercator[1] as the collective effort to promote and adapt territories to competitive markets to influence, in their favor, the behavior of audiences targeted by an offer whose perceived value is sustainably higher than that of competitors. Joël Gayet in his book “The New Territorial Marketing”[2], describes a discipline with a slightly more vague and poorly understood definition and which

Understanding the customer is a key element of a brand’s marketing strategy. Before implementing a strategy, it is important to collect their requests and expectations to better target your actions. The analysis of consumer behavior (moving from customer to consumer without explanation) is done in a multidisciplinary manner to allow the company to adapt to this behavior, or even anticipate it. Economics, psychology, sociology and anthropology are the main approaches used. Its

Finding a real definition of the destination brand is not easy. According to the Ministry of Foreign Affairs in charge of tourism, the notion of a national tourism brand can be summed up as “Quality Tourism”, “Destination for all” or “Tourism and disability”. Which, despite the interest that sovereign structures may have in these “labels”, do not have any specific interests in the marketing sense of the term in the eyes of consumers. Another notion is cited, that of destinati

In philosophy, the word culture denotes that which is different from nature. Culture has long been considered a characteristic feature of humanity, which distinguished it from animals.for an international institution like UNESCO: “In its broadest sense, culture can today be considered as the set of distinctive, spiritual, material, intellectual and emotional traits that characterize a society or a social group. It encompasses, in addition to the arts, letters and sciences, wa

Credit Photo Thibaud Durand pour l'Office de Tourisme de Montgenèvre Today I decided to be crazy, crazy, a real swinging machine. We could have talked about the phenomenon of transhumance that the A7 motorway will experience in a few days but I don't feel like a journalist for 90 minutes of investigations or Emergency Calls...and in any case I don't have a press card. So today's subject is perhaps the most controversial within the network of Tourist Offices... The N.o.t.r.e l

Many tourist sites, during the tourist season, multiply events to get people talking about them. But what is the real impact of the events on the tourism economy? What do we mean by event? In France, we find the first tourist events from the 19th century with the creation of the concept of universal exhibition including that of Paris in 1855 and its 5 million visitors. But as usual in Tourism, Great Britain, a pioneer in the field, was once again one step ahead in 1851 and it

After spending a few weeks on vacation in the south of France and Italy, I had the opportunity to visit several tourist offices to see how other destinations were organized in terms of tourist reception. But one thing began to strongly concern me. The place that boutiques were beginning to take within reception centers. We could say, Yes, but in Italy it's not the same... The problem is that I didn't discover this phenomenon in Italy but in France, in Offices of the same cate