2026 action plan: stronger promotion in France and Europe
As a continuation of the Puy-de-Dôme Tourism Action Plan, the 2026 action plan marks an acceleration in the promotion of the destination from the start of the year.
The first quarter of 2026 promises to be particularly dynamic for the destination, with a significant mobilisation of teams on the French and European markets. The aim is to raise the region's profile, promote its tourist assets and develop media and consumer coverage through a series of targeted initiatives, in close collaboration with its institutional and local partners.
Media tour: meeting the media in France and Europe
At the start of 2026, the destination is stepping up its press relations in France and Europe to raise its profile and increase the visibility of its tourism offering.
Heading to Germany for a tailor-made press tour
From February onwards, the destination will be setting off to meet German journalists on a tour of personalised press meetings. These meetings, organised in the form of one-to-one exchanges with targeted journalists, aim to present the region's tourism offering in depth and with quality in four key cities:
- 2 February: Cologne
- February 3: Stuttgart
- 23 February: Hamburg
- 24 February: Düsseldorf
These strategic cities will enable us to reach influential media specialising in tourism, outdoor activities, touring and nature holidays, which are popular with German customers.
International exposure in London
On 9 March 2026, the destination will also be represented at the IMM press workshop in London, a key event for international press relations. We'll be taking part alongside the Clermont Auvergne Volcans region and theRegional Tourism Agency, with a view to promoting the region as a whole and getting the message across about itinerancy, culture and slow tourism.
While direct air connections remain a challenge, our participation is a necessary offensive step: with 12 million Britons visiting our region every year, we need to create a preference for our region. The aim is to create such an incentive to stay that our destination becomes a "must-visit" destination, thereby promoting the development of accessibility in the long term.
This workshop will provide an opportunity to meet British and international journalists, develop new press contacts and strengthen existing relationships, while positioning the destination as a benchmark for nature, culture and walking holidays.
26 March 2026: Summer Mountain Workshop
The mountain in the spotlight in Paris
Following on from the winter event, ART Auvergne-Rhône-Alpes is launching its first summer event at the Maison de la Chimie. The Puy-de-Dôme destination is there to promote our regions to a qualified audience: 120 targeted journalists are present for this day of exchanges.
The event is being held at the Maison de la Chimie (Paris 7ᵉ), with over 400 m² of space dedicated to exchanges and networking.
A key meeting to ensure optimum media coverage for our territories this summer.
Press centres at the heart of the region
From January onwards, the land will be the setting for inspiring stories. In particular, we'll be welcoming the magazine Grands Reportages for a special report on the Cévenol train, produced in partnership with the Haute-Loire region. It's an invitation to take a sustainable journey and discover our iconic railway landscapes.
Other media hosting programmes are in the pipeline. They are an essential lever for generating high-quality editorial content and promoting the region through inspiring, real-life stories.
Trade fairs for the general public: the Puy-de-Dôme steps up to the plate at major tourism events
The Puy-de-Dôme is stepping up its presence at trade fairs for the general public at the start of this year to promote hiking and nature-based tourism, which are real assets for our region.
Paris Rando Nature exhibition
From 30 January to 1 February, the Puy-de-Dôme region will be taking part in the Paris Rando Nature trade show. The first edition of a new event for outdoor enthusiasts, alongside the tourist offices of Combrailles, Clermont Auvergne Volcans and Pays d'Issoire.
The show is an ideal opportunity to promote the Puy-de-Dôme's hiking offer, the diversity of its landscapes and its touring holidays to visitors from the Paris region.
Fiets en Wandelbeurs (Utrecht - Netherlands)
From 13 to 15 February, the Department, in partnership with Atout France, will be taking part in Fiets en Wandelbeurs in Utrecht, the leading trade fair for cycling and hiking in the Netherlands. This presence will help to raise the profile of the Puy-de-Dôme with a European clientele that is sensitive to sustainable tourism and outdoor destinations.
Puy-de-Dôme Farmers' Market
Finally, on 1 March, as we have done for the last 3 years, we will be joining the Puy-de-Dôme Farmers' Market on rue Sedaine in Paris (11th arrondissement), alongside the Salon de l'Agriculture. On this initiative by the Agriculture, Forestry and Food Department, in partnership with food columnist Loic Ballet, we will be promoting authentic, gourmet tourism rooted in the region.
A coherent, partnership-based strategy
All of these actions are part of an overall promotional strategy designed to raise the profile of the destination, strengthen its image in priority markets and promote local dynamics. Press, trade fairs, partnerships and regional cooperation are the mainstays of this first quarter of 2026, which is all about influence and attractiveness.
