[et_pb_section fb_built=”1″ _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_row _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n
Le marketing territorial a le vent en poupe. Avec l’essor du tourisme de proximit\u00e9, les collectivit\u00e9s et acteurs touristiques locaux cherchent \u00e0 promouvoir leur destination aupr\u00e8s des voyageurs<\/strong>. Pour se faire conna\u00eetre et donner envie de partir \u00e0 la d\u00e9couverte de son territoire, les acteurs du tourisme peuvent faire appel \u00e0 la gamification. Ce levier innovant leur permettra de capter l’attention de leur audience et de les engager avant et apr\u00e8s leur voyage !<\/span><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.22.2″ _module_preset=”default” background_color=”#F2F2F2″ custom_margin=”||40px||false|false” border_radii=”on|10px|10px|10px|10px” locked=”off” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” custom_padding=”20px|30px|20px|30px|true|true” global_colors_info=”{}”]<\/p>\n SUMMARY<\/strong><\/span><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row module_id=”section-1″ _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text module_id=”sommaire-1″ _builder_version=”4.27.4″ _module_preset=”default” text_font=”|700|||||||” text_text_color=”#000000″ text_font_size=”25px” header_font_size=”25px” header_line_height=”1.3em” header_2_font=”Montserrat|700|||||||” header_2_font_size=”25px” header_2_line_height=”1.3em” custom_margin=”||30px||false|false” link_option_url=”#sommaire-1″ global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n Le marketing territorial (on parle aussi de marketing r\u00e9gional ou marketing du tourisme) correspond \u00e0 l’ensemble des leviers de communication mis en place pour faire la promotion d’une destination<\/strong> (ou des services li\u00e9s \u00e0 sa d\u00e9couverte).\u00a0<\/span><\/p>\n Le principal objectif du marketing territorial est donc d’attirer les voyageurs<\/a> en leur donnant l’opportunit\u00e9 de r\u00e9server des nuit\u00e9es, des excursions sur place ou toutes autres prestations touristiques mettant en valeur le patrimoine culturel d’une localit\u00e9.<\/span><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” header_3_font=”Montserrat|600|||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n You can’t sell a tourist destination in the same way as you would a traditional product. The challenges of tourism marketing are specific, not least because they are part of a different timeframe<\/strong>. Interest in a destination will vary according to the season, but also according to holidays (particularly school holidays) and local events. The time between booking and departure is not the same either. <\/span><\/p>\n Companies therefore need to manage the wait<\/a> before holidays start, by reassuring travellers and offering them resources to help them prepare for their stay. <\/span> Discovering a travel destination is also less tangible than a traditional product or service. That’s why it’s so important to create immersive marketing experiences that let you project yourself into a place you know nothing about. Territorial marketing also relies much more heavily on recommendations from previous travellers, who will play a key role in the appeal of a destination and the establishment of a relationship of trust<\/a>. <\/span><\/p>\n Finally, those involved in tourism marketing also have to deal with<\/strong> increasingly intense competition<\/strong>. Destinations are vying with each other to capture the attention and arouse the curiosity of travellers who may be in the four corners of the world. Tourism operators must also adapt to the new expectations of travellers, who are looking for more authentic experiences and opportunities to mingle with the locals. <\/span><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row module_id=”section-2″ _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text module_id=”sommaire-2″ _builder_version=”4.27.4″ _module_preset=”default” text_font=”|700|||||||” text_text_color=”#000000″ text_font_size=”25px” header_2_font=”Montserrat|700|||||||” header_2_font_size=”25px” header_2_line_height=”1.3em” custom_margin=”||30px||false|false” link_option_url=”#sommaire-1″ global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||20px||false|false” global_colors_info=”{}”]<\/p>\n Pour r\u00e9pondre \u00e0 ces enjeux sp\u00e9cifiques au marketing territorial et se d\u00e9marquer de leurs concurrents, les acteurs du secteur peuvent :\u00a0<\/span><\/p>\n 1. R\u00e9aliser un diagnostic de leur territoire<\/strong> pour identifier sa proposition de valeur unique. Chaque destination a un attrait sp\u00e9cifique, des traditions et un terroir \u00e0 mettre en avant aupr\u00e8s des voyageurs. Ce diagnostic permettra non seulement de cr\u00e9er un message marketing plus impactant, mais aussi d’identifier les cibles les plus pertinentes aupr\u00e8s desquelles le d\u00e9livrer.\u00a0<\/span><\/p>\n 2. Cr\u00e9er des exp\u00e9riences immersives incitant au d\u00e9part<\/strong>. Pour donner envie de r\u00e9server ses vacances dans un territoire que l’on a souvent jamais visit\u00e9, il faut pouvoir en partager un aper\u00e7u fid\u00e8le et attractif. La gamification peut \u00eatre un excellent moyen d’immerger son audience dans un univers propre \u00e0 son terroir afin non seulement d’inciter \u00e0 la r\u00e9servation, mais aussi de manager l’attente avant le d\u00e9part.\u00a0<\/span><\/p>\n 3. Concevoir une strat\u00e9gie marketing omnicanale<\/strong>. Pour porter ses fruits, le plan de communication mis en place doit non seulement d\u00e9cliner les diff\u00e9rentes promesses faites aux voyageurs (via des campagnes cibl\u00e9es). Mais aussi \u00eatre diffus\u00e9 sur diff\u00e9rents canaux marketing afin de toucher le public le plus large possible et multiplier les points de contact avec les voyageurs int\u00e9ress\u00e9s. Les acteurs du tourisme peuvent par exemple faire appel \u00e0 des influenceurs ou encore cr\u00e9er des campagnes de co-branding<\/a> avec des marques offrant des services compl\u00e9mentaires, etc.\u00a0<\/span><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row module_id=”section-3″ _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text module_id=”sommaire-3″ _builder_version=”4.27.4″ _module_preset=”default” text_font=”|700|||||||” text_text_color=”#000000″ text_font_size=”25px” header_2_font=”Montserrat|700|||||||” header_2_font_size=”25px” header_2_line_height=”1.3em” custom_margin=”||30px||false|false” link_option_url=”#sommaire-1″ global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” min_height=”49.4px” custom_margin=”||20px||false|false” global_colors_info=”{}”]<\/p>\n Gamification<\/a>, which involves incorporating playable interactions into marketing campaigns, is an excellent strategy for tourism operators. By offering immersive, playful experiences to their audience, they can help them discover their destination and make them want to set off to explore it. <\/span><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” header_3_font=”Montserrat|600|||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n First and foremost, playable marketing is an excellent way ofraising the profile of your region<\/strong>. The game will give travellers the opportunity to immerse themselves in a new environment, maximising the time they spend with the company and therefore their desire to discover the destination. <\/span><\/p>\n The Nouvelle-Aquitaine region, for example, launched a Swiper competition to promote its landscapes to travellers from neighbouring countries. Supported by a targeted media campaign, the aim of the operation was to encourage people to discover the region<\/strong>. The game highlighted the diversity of the region’s landscapes and enabled the region toidentify participants’ preferences<\/a>. The region was then able to target its retargeting campaigns at the destinations most attractive to them. <\/span><\/p>\n [\/et_pb_text][et_pb_image src=”https:\/\/www.adictiz.com\/wp-content\/uploads\/2025\/06\/region-Nouvelle-Aquitaine-marketing-territorial.webp” alt=”Nouvelle-Aquitaine region – regional marketing” title_text=”r\u00e9gion-Nouvelle-Aquitaine-regional-marketing” align=”center” disabled_on=”on|off|off” _builder_version=”4.27.4″ _module_preset=”default” width=”84%” global_colors_info=”{}”][\/et_pb_image][et_pb_image src=”https:\/\/www.adictiz.com\/wp-content\/uploads\/2025\/06\/Nouvelle-Aquitaine-mobile.webp” alt=”Nouvelle-Aquitaine-mobile” title_text=”Nouvelle-Aquitaine-mobile” align=”center” disabled_on=”off|on|on” _builder_version=”4.27.4″ _module_preset=”default” width=”60%” locked=”off” global_colors_info=”{}”][\/et_pb_image][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_line_height=”1em” header_line_height=”1.5em” header_3_font=”Montserrat|600|||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n The challenge of regional marketing is to showcase your destination and capture the attention of travellers as they start to plan their next holiday<\/strong>. So there’s a real need to keep the audience entertained, all year round, to ensure that your region remains top of mind and attractive. <\/span><\/p>\n Interactive events, because they are fun and engaging, are an excellent way of generating curiosity among tourists and encouraging them to take action<\/strong> by giving them the chance to win attractive prizes<\/a> (particularly discounts on their bookings). <\/span><\/p>\n The Hauts-de-France Region, for example, launched a campaign around the Paris-Roubaix race to engage its regional audience by immersing them fully in this iconic event. The game raised the profile of the race<\/strong>, with a high level of engagement: on average, each player played 2.12 games and spent more than 5 minutes on the game. <\/span><\/p>\n [\/et_pb_text][et_pb_image src=”https:\/\/www.adictiz.com\/wp-content\/uploads\/2025\/06\/Paris-Roubaix-marketing-territorial.webp” alt=”Paris-Roubaix – regional marketing” title_text=”Paris-Roubaix-regional-marketing” align=”center” disabled_on=”on|off|off” _builder_version=”4.27.4″ _module_preset=”default” width=”84%” global_colors_info=”{}”][\/et_pb_image][et_pb_image src=”https:\/\/www.adictiz.com\/wp-content\/uploads\/2025\/06\/Paris-Roubaix-mobile.webp” alt=”Paris-Roubaix – mobile” title_text=”Paris-Roubaix-mobile” align=”center” disabled_on=”off|on|on” _builder_version=”4.27.4″ _module_preset=”default” width=”60%” locked=”off” global_colors_info=”{}”][\/et_pb_image][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_line_height=”1em” header_line_height=”1.5em” header_3_font=”Montserrat|600|||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n Marketing games can be an excellent way of building loyalty among travellers<\/a> and persuading them to return by strengthening their attachment to the destination<\/strong>. Gamification can, for example, boost the effectiveness of a loyalty programme<\/a>, as the Marriot Bonvoy<\/a> hotel chain is doing. With each new booking, travellers can unlock exclusive games and access unique benefits (to upgrade their room, be offered additional services, etc.). <\/span><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row module_id=”section-4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text module_id=”conclusion” _builder_version=”4.19.4″ _module_preset=”default” text_font=”|700|||||||” text_text_color=”#000000″ text_font_size=”25px” header_4_font_size=”20px” custom_margin=”||30px||false|false” global_colors_info=”{}”]<\/p>\n Conclusion<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||20px||false|false” global_colors_info=”{}”]<\/p>\n\n
What is regional marketing?<\/strong><\/h2>\n
The challenges of regional marketing<\/strong><\/h3>\n
<\/span><\/p>\n3 steps to strengthening your regional marketing strategy<\/h2>\n
Gamification to boost regional marketing<\/h2>\n
1. Discover your destination <\/strong><\/strong><\/h3>\n
2. Engaging your audience with a marketing game<\/strong><\/h3>\n
3. Make tourists want to come back<\/strong><\/h3>\n