International tourism trembled in its feet on a certain September 11, 2001. Besides this dramatic event, several other natural or human catastrophes have contributed to destabilising a world that only saw the things through rising curves. In an even more irreversible and profound manner, technology, the redistribution of economic power throughout the world, and the hopes of populations have caused an upheaval in the choices and behaviour of the international traveller, which pleases or displeases the balance sheets of the major tourist countries.Simultaneously, the network approach is strengthened and treated in the same way: diagnosis, direction, targets and action. Seventeen networks are identified with priorities given to business tourism, urban tourism, overseas, coasts and ocean cruises, water, nature, mountains, art of living and wines, culture, without forgetting golf, wellness, economic discovery, pilgrimages, youth, camping and holiday villages. To each corresponds a Club product that has the job of undertaking the actions decided upon.The warning cry came from the minister himself, Léon Bertrand, who admitted "France was living in its success of being a major tourist destination without asking what tourists really wanted".The strategic marketing plan comes into the picture to raise the bar. It covers the 2005-2010 period with a clearly-defined objective: increase from 32.4 billion euros in foreign tourist revenue to 40 billion euros by the end of the cycle. "This marketing plan is the new roadmap for the French tourism industry. It marks a real rupture with the past with new means, precise objectives, better-identified targets, and moreover a highly voluntary approach", resumes Léon Bertrand.The tourism strategy of Maison de la France was designed around a very participatory methodology. "The process occurred around a dozen steps that brought in all participants, various theme clubs, the international consul of 250 foreign owners and operators that work towards the direction...