A guide to good practices intended for content creators aims to limit surcourism

While many sites are suffering from surcontarism. Nevertheless, the network of major sites in France has published a guide to good practices for digital communication more anchored in reality. Meanwhile,

Small coves with turquoise water. Nevertheless, saturated colors that make you want to swim there, but arrived on site not a beach centimeter where to place your guide good practices intended content towel. Consequently, Photos of lavender fields as far as the eye can see. However, the backdrop of the decor is a queue to take this famous photo … Consequently, So many examples of surcourism sometimes generated by social networks.

To limit these effects. Meanwhile, the network of major sites in France has targeted content creators but also their customers sponsoring these publications, to encourage them to make better digital communication. Similarly, Two guides were published, one for influencers, released last March and the youngest, published last July, for the sponsors.

“Our sites are very photogenic. Meanwhile, classified precisely for their beauty “explains Marie Lescour, communications manager of the major sites of Franceit is necessary to find the balance between the reception of visitors, the preservation of landscapes and respect for local life.“

They started from the observation of a study published last fall according to which more than half of guide good practices intended content 18-24 year olds choose a destination after having discovered it on social networks. Moreover, “What shows the important role of these content creators, they influence destinations and how to visit them. For example, This very strong impact that they may have negative, but also positive. However, They have a role to play in the transformation of tourism, says the representative of the major sites of France.

This guide delivers very practical advice, how to choose your influencer, how to brief and guide it. Furthermore, “”For example, we recommend giving time to the content creator so that he really soaks the place. For example, In a very concrete way we recommend not doing more than one activity per half day“, She adds.

For the influencers themselves. Moreover, the inspiration guide presents comparisons between a good and a bad photo: that of a farmer who harvests lavender to remind you that it guide good practices intended content is above all a professional activity or that of a walker on a marked path rather than on the edge of a cliff at a prohibited and dangerous place.

guide good practices intended content

Without forgetting the link with the territory by favoring publications showing a real meeting with local actors. producers and consumption of their products. Behavior that also allows better acceptability of tourism by premises.

Finally. to strengthen the responsible and sustainable tourism side, the guide recommends valuing soft mobility, whether in the way in which the influencer is brought in, but also those put forward in publications: a paddle stroll rather than Jet Ski for example.

In addition to the guides. the major sites in France have imagined a poster that could be displayed in tourist offices, intended for the general public “We are all speaking on social networks and the general public mimics the codes generated by content creators“Adds Marie guide good practices intended content Lescour.

A single photo posted can really have an impact

Marie Lescour – Communication manager of major sites in France

Photos that upset villages. the press relates lots of examples. Like the small town of Nans-les-Pins. in the Var, which in 2019 found itself invaded by tourists going so far as to block firefighters with their vehicles, following a simple Facebook publication. The prefect had even been seized to find a solution.

Report in 2019:

Still in the Var. three years ago, it was Sillans-la-Cascade who found himself constrained to arrange parking lots and trails to lead to his famous waterfall so highlighted on social networks.

In the Alpes-Maritimes. the village of Eze is the typical example of a remarkable site with narrow streets crowded with visitors in summer and it only takes a few clicks to find many photos highlighting the perched guide good practices intended content village of 2,500 inhabitants. But for the time being. the town hall does not envisage quotas and has built a new parking lot with 350 spaces.

So educating the population through content creators takes on its full meaning. “”We do not want to give lessons. on the contrary we value these influencers who play a real role in the evolution of tourism“insists Marie Lescour.

Among these valued influencers. there is Vanessa Martin or “Cash Pistache”, it is she who is taken as an example for her treatment of lavender in Valensole. “”My common thread is to tell authentic, embodied experiences, often off the beaten track. I try to transmit the desire to discover less known places by making them precious, unique. You are not going to experience the same thing as everyone and that’s what has value. I am also looking for aesthetics in authenticity: a know-how, a detail of guide good practices intended content heritage, a craftsman at work … We live in a society that loses its professions, its gestures, its traditions “she says.

This former painter. artist artist of Art-Plastic never shares in real time, to keep a step back and reflect on his publications. Fully aware of the effect that social networks can have on surcourism it fully approves the initiative of a. guide to good practices.

The territories have a very good knowledge of their fragility and their local issues. They are the ones who can alert us to sensitive sites, the periods to avoid, the behavior to encourage. For an average visitor, it is not always easy to anticipate. As creators, we can then do the relay. It is a real teamwork, which makes sense.

Vanessa Martin – Content creator for the Cash Pistache blog

Towards more authentic content close to reality. which guide good practices intended content would be precisely what the user is looking for. According to his observations, these are precisely “The most sincere and embodied content that find the most echo. When you tell a place with respect and passion, the message passes. And that is perhaps it. today, the true power of content creators: opening their eyes, awakening consciences, while keeping emotion at the heart of the story.“

But it is sometimes difficult to find the balance between a request to promote a territory without it being. found then invaded by tourists. Especially concerning precisely these somewhat secret places. good plans of the premises which can allow a creator of content to stand out.

Kaouthare El Abassi has been holding a travel blog for ten years. she doesn’t hide it, “I always think about it twice before presenting a place because we have shared too much calm places which then become saturated. ” guide good practices intended content

She takes for example the beach from Mala in Cap d’Ail“ten years ago there was no one because only the locals knew how to go there today. it is inaccessible“Then there are certain places that she decides to keep for her, so that it keeps her calm and peaceful appearance.

Sometimes there is also a dissonance between the desire of politicians to promote tourism. the aspiration to remain in the calm of the locals. Kaouthare El Abassi has already found herself in a funny situation when she was invited to promote the Saint-Malo destination. just after the opening of the high-speed line between Paris and the Breton city. “”The train had to stop at the stop before Saint-Malo to bring down the mayor. so that he avoids the anti-travelers on arrival on arrival“She recalls.

For her part. faithful to her desire for authenticity, she in part followed the organized guide good practices intended content journey but left a room for maneuver, “I got lost in the small streets and came across a crêperie that I liked, these are the best pancakes I could eat“, says the one who finally canceled the reservation in the restaurant provided by the tourist office. She is a follower of the” Slow Tourism “. advocated in the guide, which consists in taking her time to travel and enjoy.

All these interlocutors share a strong point: you have to put yourself in the place of the traveler who. wants reality. “”I do not want to advise people telling them that it is great. beautiful and that they are then disappointed“Concludes Kaouthare El Abassi.