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IN BRIEF
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The tourism sector is undergoing profound changes, and the Béarn region in France has just partnered with Aragón in Spain to revitalize the cross-border tourism offer. This new alliance, formalized by the signing of an agreement between the Béarn Tourism Cluster and the TSAC (Sustainable Tourism Cluster of Aragón), aims to develop joint strategies to enhance the area’s attractiveness to international visitors. The agreement particularly includes the establishment of tools for skill exchange, the joint promotion of lesser-known local sites, and the development of eco-responsible tourism. Here’s a look at the challenges and prospects of this ambitious collaboration.
A strategic alliance to boost tourism attractiveness
Facing international competition and the need to renew the offering, tourism stakeholders in Béarn have taken the initiative to rethink their strategy by engaging in a cross-border collaboration with their Aragonese counterparts. The signing of the partnership agreement lays the groundwork for fruitful cooperation based on sharing resources and expertise. “We have a real project ahead of us!” emphasizes Jean Othax, co-president of the Béarn Tourism Cluster, highlighting the challenges that need to be addressed to attract, in particular, an international clientele.
This initiative aligns with the trend of many regions investing in tourism development, as evidenced by seasonal job initiatives in Ain (discover this example here) or the expansion strategies in other French regions (read the article).
Tools to professionalize and develop the offer
To meet the expectations of new visitors, the Béarn Tourism Cluster has developed a true “toolbox” aimed at supporting the training and development of sector professionals. This structural approach is based on the gathering of 70 companies, asserting not their will to replace existing structures like tourist offices, but to play a central role in coordinating and showcasing the multiple tourist assets of Béarn.
While the Artouste train serves as a flagship in terms of attractiveness, other local gems such as the Verna cave or the Castle of Enigmas in Laàs remain relatively unknown. This strategy aims to better promote these sites and strengthen the region’s reputation through joint work with Aragonese partners.
Common interests for cross-border promotion
The territorial marketing conducted by the Béarn cluster has not gone unnoticed in the neighboring region of Aragón, where there are many common interests. The convention, signed by Jean Othax and Hélène Porte-Laborde on the French side, and Juan Ignacio and Enrique Pueyo for Aragón, marks the intention to structure a real cross-border bridge.
The prospects are numerous: pooling resources to attract new international clients (Canadians, Americans…), constructing tourist circuits incorporating the strengths of both regions, and collaborating around sustainable tourism, a theme that has become central in Europe (an area of growing interest).
Toward eco-responsible and innovative tourism
The transition to eco-responsible tourism is at the heart of the agreement. The clusters from Béarn and Aragón plan to undertake joint concrete actions to modernize their offers, promote best practices, and meet the increasingly pressing environmental requirements of travelers. This is complemented by skill exchanges, capitalizing on the experience of professionals from either region.
To support this development, the search for European grants becomes an essential challenge. The Béarn Tourism Cluster intends to seek programs like the European Cross-Border Cooperation Programme (Poctefa), a real lever to structure and finance common innovative tourism projects.
A network of local actors and sites to promote
The success of this partnership relies on activating new networks between professionals and local authorities on both sides of the border. Engaged personalities, such as Hélène Porte-Laborde, facilitate the synergy of these initiatives, making the realization of cross-border projects possible.
This approach also fits into the dynamic of enhancing remarkable villages and sites, similar to initiatives already undertaken in other areas, such as the promotion of hidden villages in Corsica (see the example) or the introduction of new management in the tourist office sector (learn more).
