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Horwath HTL Territorial Development Services

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Thierry Coltier on the City of Gastronomy in Burgundy and Philippe Doizelet on understanding Master Plans

Territorial Development

Supporting destinations as they evolve

Tourism is undergoing a period of development, the medium/long-term consequences of which need to be studied: behaviours are changing, new international customers are arriving, digital technologies are revolutionising the market, environmental and sustainability questions are being raised, and innovative new solutions are being developed for accommodation, products and activities. Tourism has become a central factor in determining the appeal of a territory and its ability to attract people, businesses and talent. Too often, however, territorial policies for tourism are focused only on the short term and in the public sphere. Cuts to public funding mean that we now need to be more innovative and forward thinking.

Rethinking territorial identities

It is essential that public tourism development strategies are designed with an eye on the medium term. The objective is to:

  • rethink each destination’s identity, market position and basic territorial building blocks,
  • attract operators, investors and customers,
  • use these options to develop product, marketing and organisation strategies.

We offer the following tools to support you throughout the public policy development process:

  • A strong, future-oriented perspective, based on an approach that combines the realities of the local tourism economy, factors specific to the destination and a very thorough knowledge of each market and its stakeholders.
  • A global tourism marketing approach: it all starts with the right choice of market position, the right target audience, the right values and choices when developing products and offerings, the right brand strategy and the right organisation.
  • Consultancy services designed to provide public stakeholders with the capacity to make the right decisions. Consultation is not a process of encouraging everyone to have their say, but rather of using methods to develop collective intelligence.
  • The capacity to develop proposals into operational plans, thanks to our experience in project structuring.
  • The commitment of our senior consultants to provide personal support to project owners throughout the entire process.

Success Stories

  • Lac-Rose
    AMO / Projects Assistance, Territorial Development

    Project development and management assistance for the development of the Pink Lake Urban Project

    Project: Project development and management assistance for the development of the Pink Lake Urban Project

    Our solution: Programmation and economic feasability of building touristic, residential and leisure infrastructures in harmony with the territory.

    Implementation: Servicing works and operator selection will be carried out in the course of 2018.

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    Territorial Development

    Elaboration of a hotel development plan, Plaine de France area

    Project: Horwath HTL was appointed to complete a hotel development study for Plaine de France area.

    Solution: The study took into consideration territory objectives and challenges

    Implementation: Three phases: diagnosis of the current market environment, analysis of key success factors per zone, elaboration of a teaser addressed to hotel players.

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    Territorial Development

    Tourism development strategy for the city of Reims, France

    Project: The Reims-Champagne tourism office commissioned Horwath HTL to draw up a tourism development strategy and define an action plan for the city and its surroundings.

    Completion: Currently being implemented.

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  • Aquitaine
    Territorial Development

    2030/2040 prospective tourism study for the Aquitaine region with a specific focus on seaside and coastal tourism

    Project: To conduct a prospective analysis of the tourism development potential in the coastal area around Bordeaux.

    Our solution: Our study took into consideration possible synergies between beach tourism and wine tourism.

    Completion: Two action plans were developed based on the different possible scenarios and elected officials (one for the entire region and one just for the coastal area).

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    Territorial Development

    Drawing up a development plan for hotels and serviced holiday accommodation, Greater Nice Côte d’Azur

    Project: To support the administration of the Greater Nice Côte d’Azur urban area to develop a master plan for the hotel industry.
    Solution and implementation: Our team drew up short- and medium-term development scenarios and supported the local administration in implementing steps under the master plan.
    Project status: The master plan will be presented to a committee of local officials in S1 2016.

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    Territorial Development

    Tourism development strategy for the Republic of Kazakhstan

    Project: Horwath HTL was commissioned to develop the first tourism policy and framework document for Kazakhstan.
    Our solution: We implemented the Kazakh tourism development programme and supported the implementation of a national destination management system.
    Implementation: Currently being implemented.

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  • paris
    Territorial Development

    Tourism and leisure development strategy for the Paris metropolitan region for 2010–2020

    Project: Horwath HTL assisted the regional tourism council in developing a tourism strategy for the Ile-de-France metropolitan area, which is the top tourism destination in the world.
    Our solution: Our team developed a strategy and a brand platform for the destination.
    Implementation: The Horwath HTL team produced a document that summarised the results of the study. The strategy is currently being implemented.

    Mission : Le cabinet a accompagné le CRT dans l’élaboration d’un schéma du tourisme de la destination Ile-de-France, première destination touristique mondiale.
    Solution d’Horwath HTL : Un schéma et une plateforme de marque de la destination ont été produits.
    Mise en oeuvre : L’étude d’Horwath HTL a été déclinée dans un document de synthèse. Schéma actuellement en cours d’application.

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