Co-create creative tourism offers in order to attract new profiles of travelers to La Rochelle and Charente Maritime, this is what the students of the Bachelor Tourism & Hospitality of Excelia La Rochelle!
Driven by Caroline Couret, CEO of the Creative Tourism Network® and expert in creative tourism, notably with the World Tourism Organization and UNESCO, they not only acquired the knowledge and skills specific to the management of these virtuous tourism models, but they above all have demonstrated their creativity and spirit of innovation when it comes to imagining a tourist offer in line with societal changes.
The first stage of the project led to the design of the Buyer Persona representing various types of creative tourists – kids-friendly, Bleisure, Accessible, Lohas, Foodies, MICE – and to the analysis of their potential for La Rochelle and its region.
An analysis for which these young professionals have shown great maturity and sensitivity, as well as a perfect knowledge of the region, going so far as to personalize the services used and shops frequented by their fictitious travelers.
This phase also allowed them to develop strategies focused on the circular economy, by converting negative externalities into assets.
The central point of their projects, however, remains the design of creative tourism experiences that meet the criteria of authenticity, and originality and represent a differentiating element for the destination. From ship model making to oyster adornment workshops, through cosmetic courses made from seaweed, or the collection of salt and its applications in the kitchen, to name but a few.
They thus demonstrated how attractive the region is all year round when Km0 activities are offered, by collaborating with local partners from all sectors.
They finally endowed their projects with experiential marketing campaigns worthy of major communication agencies!
Caroline Couret said she was impressed by the quality and relevance of this work, which also aroused the interest of DMOs and local stakeholders.
She also congratulated Excelia for promoting this type of training experience which offers these young learners the opportunity to flourish in a professional context and by working within international teams, a dimension reinforced by networking via the Creative Tourism Network®.
Congratulations to all and thank you for the value brought to a tourist sector in full revolution!