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Autour du Louvre-Lens: An Ambitious Tourism Engineering Project

Roger Carter, Gaëlle Connolly, David Ward-Perkins, Norbert Crozier, TEAM Tourism Consulting


Two driving factors underlie this tourism initiative: the decision to create a Louvre satellite museum in the ex-industrial town of Lens and the candidature for UNESCO World Heritage status for the mining area in the Pas-de-Calais region of France. The challenge is how best to develop tourism in an area which has no previous experience or reputation as a tourist destination. ‘Mission Louvre-Lens Tourisme’ was launched in 2010. This case describes the journey in the last decade of developing and implementing the strategy.


Dr Roger Carter and Gaëlle Connolly, adapted from a case study prepared for the OECD manual Operationalisation of Destinations Management Organisations in Romania (March 2020)


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