The "Mia & Emil on Tour" project, initiated by the LEADER regions Mëllerdall and Lëtzebuerg West, is a unique tourism initiative designed to engage families with children aged 7-9 through immersive storytelling and exploration. There was no specfic approach so far to reach our youngest guests. This project is a milestone in destination marketing for this target group and reflects their communication behaviour. The project features 20 discovery tours across the regions, each telling captivating stories centered around local landmarks like castles and rock formations. These tours are brought to life through treasure hunts, puzzles, games, and tasks that children can complete along the way, making the experience both educational and entertaining.                                      

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Initially conceptualized as a set of physical folders with activity cards, the project faced distribution challenges due to rising print costs. However, thanks to Luxembourg for Tourism’s digital infrastructure, the project was transformed into a digital format, available in 4 languages. This not only made the tours more accessible but also ensured the project's sustainability and resource efficiency. Families can now download maps and activities for offline use, allowing them to enjoy the tours without needing constant internet access.
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The "Mia & Emil on Tour" project successfully addressed a critical gap in Luxembourg's tourism industry by creating an engaging and accessible experience for families with young children. This initiative, fueled by a collaborative partnership between the LEADER regions and Luxembourg for Tourism, not only provides entertainment for children but also promotes sustainable and responsible tourism practices.