On February 19th 2026, the coordinator of Bibracte pilot project delivered a marketing workshop for approximately ten first-year Master’s students in Tourism Heritage Management and Valorisation at Paris 1 Panthéon-Sorbonne University.
The students were introduced to the pilot project led by Bibracte within the framework of SECreTOUR and were invited to develop a marketing strategy for the Topo Athletic Bibracte Ultra-Trail®, scheduled for November this year and expected to welcome 850 runners and their families.
The workshop was structured around four working sessions dedicated to the design of an operational marketing strategy aimed at enhancing the territory’s cultural value chains and maximising the local benefits of the event.
The students produced a range of thoughtful proposals, including ways to engage local producers by identifying concrete opportunities for collaboration, encouraging tourism stakeholders to design tailored experiences for accompanying visitors, and mobilising cultural actors across the territory to develop a coordinated programme around the event. Their contributions were then presented to the event’s steering committee.
