Toulouse, the Organs. Creation of three tourist products linked to the renewal of a cultural and heritage event[Toulouse, les Orgues. Création de trois produits touristiques en lien avec le renouveau d'une manifestation culturelle et patrimoniale]

"The Toulouse les Orgues association has been committed since 1996 to promoting the organs of Toulouse and Occitanie and introducing them to as many people as possible." Organization of an annual international festival around organs to showcase the rich heritage of Toulouse and the Region, organization of the Xavier Darasse International Organ Competition every 3 years, organization of a summer season to introduce the great organs of the city and their history to visitors passing through Toulouse » Between cultural and musical heritage, tangible and intangible, the organs represent an exemplary heritage of Western culture through churches and religious - secular events. TLO is also a relay in terms of artistic education in schools but also cultural and creative actions - commissioning of works, participating in the knowledge and recognition of this music and art of living, in itself a popular culture which has sometimes become elitist, but which wants to become accessible to all again. Between 2016 and 2017, TLO commissioned the GSF School and its laboratory for an applied research project involving the creation of tourist products linked to the main event of this association. We responded with three operational proposals diversifying cultural, festival and tourist attractiveness practices with the basis: the organs of Toulouse. Initial problem: increasing and renewing the Festival's audience (attracting and retaining new spectators through attractive tourist products). Step 1: Inventory, analysis and diagnosis Inventory / Diagnosis 4 classical music festivals: two in France + one in Europe + one outside Europe. What tourist offer? What are the repercussions? For what types of audience? Monitoring AND active approach (survey / telephone) SWOT for each product selected + a summary - argumentation Step 2: Proposals for relevant tourist offers around the Toulouse les orgues festival Intermediate proposal. What tourism product could we develop for Toulouse les Orgues? For what type of audience? Argument. Step 3: Promotional action plan? Action plan around the selected product. Promotion and digital communication. Other channels? Argument. Step 4: Specifications. Definition of objectives Summary monitoring AND investigation. Diagnosis Product proposal / Public Promotional action plan Timeline 2017/2020. Conclusion ; We have come up with three diversified tourist routes and products for TLO and its annual event with the help of all the Masters 1 and 2 Tourism Manager students. Report to funding agency. [Note that on Tuesday October 31, 2023, Toulouse was designated a "City of Music" by UNESCO. It becomes the second French city to obtain this label.]