SUMMARY
As part of the new Schéma Régional de Développement Touristique (SRDT) in the PACA region, the regional government has brought together all the players involved to consider a territorial marketing strategydesigned to boost the region's international appeal and influence. Three regional brands are to be launched to unite tourism players and reach 35 million visitors a year by 2020.
Keywords: ambassador, attractiveness, co-branding, economic development, licensing, territorial marketing, territorial brand, public-private partnerships, outreach, sense of belonging, strategy, experiential tourism, Provence, Alpes, Côte d'Azur, France.
Illustration: Côte d'Azur brand
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