The health crisis has had a major impact on the tourism sector, depriving people of travel and in fact tourist destinations of substantial economic benefits. But it was also an opportunity for the territories to redefine their image and above all to rethink their tourism strategy. A necessary break for a sector that never has time to rest and that must evolve rapidly in order to remain up to date. Now that the borders are fully reopened, these same destinations are ready to welcome visitors again and they are making this known through campaigns that are sometimes aspirational and sometimes humorous.