Abstract
Research report written in the context of the Interreg Alpine Space European Project 'AlpFoodway' The Route des Fromages de Savoie (Route of Savoyard Cheeses) is a tourist attraction created by AFTALP, the Association of Traditional Savoyard Cheeses. The initiative covers the Departments of Savoie and Haute-Savoie, and today comprises 74 member sites (farms, high-mountains pastures, dairy cooperatives, maturing cellars, etc.), all small businesses that voluntarily adhere to the Route and engage themselves to offer a high-quality experience to visitors. AFTALP coordinates the Route, promote it to residents and tourists, and train member sites’ staff. This in turn drives more visitors-clients at these businesses’ sites. For AFTALP, the Route is way to promote experientially Savoyard cheeses and their cultural heritage, in a more immersive and persuasive manner than through advertising on traditional and social media.