The Ardenne brand: successful cooperation in tourism

As a cross-border area the Ardennes has developed synergies and collaborations from the outset, in particular with their neighbours in Belgium and Luxembourg.

The Ardenne brand was born out of the desire to be united under a common identity in order to improve the attractiveness of the French, Belgium and Luxembourg Ardennes. This joint destination shares tourist assets (nature, history, fine food) and above all excellent values. In addition, the identity profile has been constructed around several main values: well-being, authenticity, enchantment and sharing.

Supported and advocated by a great number of organisations and professionals through joint means of communication, this new identity for the Ardennes lets the area excel outside of its borders. In this way the project facilitates a better understanding of expertise for businesses in the Ardennes region with the aim of starting up new innovations in tourism. This brand also provides responses from global tourism, broadening themed tours for an ever-increasing number of visitors.

Using the Ardenne brand tourism in the area has renewed its image in a positive cohesive manner combining regions with complementary or perhaps similar characteristics. As an underestimated destination, the Ardennes are now confirmed as a land of delight and enchantment.

Tourism in the Ardennes involves 880 direct staff, revenue of EUR 35 million exclusive of catering, 460,000 annual visitors and a tourist satisfaction rate of 85% (source ADT 2015).

By Ardennes Développement, the Ardennes economic development agency - ardennes-developpement.com