Decryption. Influencers, trade shows... how rural departments are trying to attract tourists

"Ariège is a land of traditions, authenticity, and especially unspoiled nature," recited one of the three "mustachioed" people on his Instagram account "les moustachus en vadrouille" (the mustached people on the move) in early June, boasting 143,000 followers. You have to look at the video's description to see the "commercial collaboration" mention. For rural departments like Ariège, using influencers is just another way to promote tourism in their region. Many of them are using this method. In recent months, the "mustachioed" people have visited Aude, Orne, and Gard.

"We welcome them to the region, we define the program with them and we allow them to discover the region through immersion. In return, they tell us stories , provide us with photos and images and relay them to their community," explains Alice Dehureaux, director of Creuse Tourisme.

This partnership is part of a broader communications strategy. "There are trade fairs, poster campaigns, and a lot of work on social media with influencers. Our strategy also relied on Tèrra Aventura , which is a geocaching [a modern treasure hunt using a GPS, editor's note]: we created events, developed awareness among the gaming community, and that brought us customers," lists Alice Dehureaux. Creuse Tourisme's annual budget for communications and marketing operations amounts to €180,000.

"We don't have the resources to work in highly touristy areas. But we're trying to be smart, even though we don't have big budgets," explains Salima Benichou, director of Mayenne Tourisme. The agency also uses influencers and is present at trade shows.

But the bulk of the communication is done through a poster campaign, which begins in March and runs until the end of August in several major cities, and beyond on social media. With the slogan "what if this was true luxury?", the department wanted this year to promote "the notion of space, of taking time and spending time with loved ones in a natural setting and in all simplicity," explains Emilie Blanchet, head of the communications department at Mayenne Tourisme. The cost of this campaign amounts to 110,000 euros... But this year, the department has decided to give itself the means to achieve its ambitions, and is planning a second campaign at the end of the year. Objective: "To showcase all the region has to offer for the end-of-year holidays."

Because behind the tourism aspect, there is also a major challenge for these rural areas: attracting new residents. "The average expenditure per tourist per day is around 45 euros, so it's not insignificant. It's an economic issue, but it's also a driver of attractiveness and a challenge for the settlement of new populations," confirms Alice Dehureaux.

"Tourism is a pillar of attractiveness. Anyone can be a tourist: a future student, a future entrepreneur, a future doctor. Tourism is the best way to discover a region, and when you discover it in good conditions, you think, why not live there? It's the most positive connection you can have with a region," adds Salima Benichou.