In order to improve the appeal and thereby counteract the decline in tourism results that has been ongoing for several years on both sides of the border, it seems necessary to strengthen the territorial union and cooperation between the Belgian and French Ardennes. The Ardennes represent an exceptional opportunity as it is a relevant territory, with a rich identity and a name with a strong reputation, especially in northern Europe. It is ideally located near the major European conurbations (66 million inhabitants within 3 hours by car), and the heart of its identity corresponds to the major expectations of the European urban tourist customers. The Ardennes boasts significant assets for tomorrow, as well as rich human, natural and architectural potential synonymous with attractive tourism offers. Finally, there is a common sense of belonging, a tradition of hospitality typical of the Ardennes and a broad range of expertise. All these strengths are at hand to create affinity, creative, relationship and experience tourism offers, in line with the expectations of customers. In this context, the Ardennes Marketing project implements an ambitious, multi-channel tourism marketing strategy, based on innovative methods inspired by new and approved territorial marketing approaches, such as in Alsace, for example.