At La Réunion, the Reunion Tourism Committee (CRT) is shifting its focus from attracting large numbers of visitors to emphasizing quality and meaningful experiences, as it prepares for the IFTM 2026 event, which will take place from September 15 to 17. The CRT's president, Patrick Lebreton, has outlined several key initiatives for the upcoming months, including a review of the island's tourism performance. Despite geopolitical tensions in the Middle East, the first half of 2026 saw 269,153 visitors from outside the island—a stable figure, slightly down by 1% compared to 2025. These numbers suggest a year similar to the previous one, with an estimated total of around 580,000 visitors, both from metropolitan France and international destinations, surpassing pre-Covid levels. The CRT is pushing for sustainable tourism and fostering harmony between the local population and tourists. This goal is reflected in its plan to revive the "Creole Villages" concept, which had lost relevance in recent years. The project aims to reconnect with the island's historical approach to tourism while adapting it to modern traveler expectations. These villages will serve as a platform to better share the island's cultural diversity and unique character with visitors. During the IFTM event, a group of 32 tourism professionals from La Réunion gathered under a 200 m² Creole-style veranda to discuss the project. In February 2027, a hackathon will be held in each of the 13 villages involved, primarily located in the highlands of the island. These brainstorming sessions aim to create a set of tools and support systems for local communities and tourism offices. Caroline Pain, head of product development for the CRT, explained that the project is not starting from scratch, as previous Creole Villages initiatives already provided methods, guidelines, and communication tools. Minor adjustments are planned, including new signage and identity-based mobile displays, resident exhibitions, and podcasts. The long-term goal is to develop a unique blend of experiential travel and self-drive tours that can attract both tour operators and local reception agencies. By the end of 2027, one or two projects per village, such as artisanal picnic baskets created by local chefs, are expected to be implemented. The CRT has also launched a new advertising campaign that highlights La Réunion's exceptional natural and cultural heritage, including its unique geological formations, UNESCO-recognized sites, and local culture. The campaign includes a TV film directed by Reunionese filmmaker Fleur Lafosse, a series of eight visual displays and digital formats, and a message around the theme of "Mount up in emotions." The first half of 2026 saw a 9.5% increase in tourist revenue, reaching 250.9 million euros, driven mainly by a growing leisure tourist segment, which rose by 17%. This performance has also led to over 2.4 million stays and nearly 9.9 million day excursions, generating 400 million euros in economic returns. France continues to be the main market for tourism on La Réunion, but several European countries, including Belgium, Germany, and Switzerland, are showing strong growth. Meanwhile, the Indian Ocean region is experiencing a decline in visitors. The CRT is considering a more aggressive marketing strategy in Europe and will participate in the WTM event in London, as the United Kingdom is seen as a promising market. Discussions are also underway with airlines to improve connectivity, including with German carrier Condor, which is exploring routes to La Réunion from Mauritius. As the CRT prepares to celebrate its first anniversary in October, it is optimistic about another record year for tourism on La Réunion and is considering promoting the island as a cooler alternative to Europe for those tired of heatwaves.