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This paper deals with an innovative product in a cross-border tourism destination. The Interreg IV program supported the emergence of the Franco-Belgian hiking development project "Inno Rando Pour Tous". This project enabled an original cross-border cooperation which led to the launch of new tourism products and the use of mobile techniques. The territories involved implemented a product addressing families, "Rando Famili". We will first present the case study based on a qualitative data collection, and then develop three perspectives related to product innovation, experiential marketing and the emergence of a new tourism destination.