SUMMARY
Faced with demographic decline, the Aveyron département has embarked on a territorial marketing initiative to reverse the trend. Based on a shared diagnosis, the "Aveyron, Vivre Vrai" brand was launched in 2014. Since then, the Agence Départementale de l'Attractivité et du Tourisme de l'Aveyron has rolled out the approach to various priority targets: tourists, doctors, talent... It has skilfully linked tourism and economic strategy, notably by using visitors' stays as stages in the seduction of potential new residents (quality of life positioning) or by promoting its local know-how with the " Made in Aveyron" brand. Made in Aveyron ".
In 2023, the territorial brand has evolved to (re)simply become " Aveyron "back to basics".
Keywords: attractiveness, demographic development, gastronomy, label, territorial marketing, heritage, know-how, territory, terroir, tourism, promotion, département, Aveyron
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