Brescia 'incontournable'. La promozione online del capoluogo e del suo territorio in lingua francese

In French websites and platforms dedicated to tourism promotion (Le Guide Vert Michelin, Le Routard, Le Petit Futé), the word "incontournable" is very frequent to identify an experience thet the tourist should absolutely not miss. It is also a key-word, useful to categorize and promote "special" destinations. The contribution inquires how the word "incontournable" changed its semantics in the last years, to become a key-word in tourism discourse. Empirical data are related to a specific area in Lombardy (North Italy - the city of Brescia and its region), rich in attractions but not adequately represented by online resources for tourism.