
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. However, in the era of social networks, it is increasingly difficult to gain 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 years of ups and downs? 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.
Bringing back tourists
If tourism has not completely stopped over the last two years, it has nevertheless slowed down with the numerous restrictions put in place. But this period seems to be over with the recovery of international tourism in 2022 confirmed by the UNWTO. The tourist destinations are all planning strategies to return to the forefront of the international tourist scene. Whether on a country or city scale, the aim remains the same: to attract the attention of tourists eager to travel beyond the borders of their territory once again.
If Israel is already attracting a certain number of tourists, 700,000 between January and May 2022, the ministry wants to double its efforts, even more so after the health crisis. It has thus been decided to modernise the destination's tourist infrastructures and to do this, a budget of nearly 83 million euros has been allocated to the Israeli Ministry of Tourism. The development of new tourist projects and infrastructures is also on the agenda in order to contribute to the development of the Israeli tourist sector. The final objective being to welcome 10 million tourists per year by 2030, an ambitious goal which requires such an investment from the government. Among the avenues of work already mentioned, the development of cycle tourism and wine tourism occupies a place of choice.
Other more established tourist destinations are simply trying to return to their pre-pandemic levels. France, for example, is seeking to bring back Australian travellers by leveraging an event with a strong domestic following, the Tour de France. Atout France considers this competition to be a "real showcase for French tourism abroad" and intends to capitalise on it to bring Australians back to France. With the assistance of the New Aquitaine, Centre-Val de Loire, Provence and Auvergne-Rhône-Alpes CRTs, Atout France...
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