Being a trendy destination is the greatest challenge facing the organisations in charge of promoting tourism in a territory. Because when you talk about trends, you talk about the number of tourists and the resulting economic benefits for the destinations in question. But in the age of social networks, it is increasingly difficult to get a place in the spotlight given the number of competitors. So how do you stand out and attract the favour of travellers at a time when international tourism is picking up again after two down years? It is not a question of drowning your territory under hordes of tourists, but of having a firm grip on the activity in order to de-seasonalise it and redistribute the flows.