20140221 atout m desmet uk version
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The “Contrat de Destination”, a tool for Territories Marie-Laure DESMET, Sous Directeur Territoires et Destinations touristiques Direction Ingénierie et Développement, ATOUT France 2ème Forum des Mobilités interrégionales : Visions, Stratégies et Solutions territoriales pour diminuer l'empreinte carbone Forum organisé pour le compte du programme CLIMATLANTIC, un projet européen cofinancé avec l’appui de l’Union européenne FEDER – Programme Espace Atlantique. L’objectif du programme www.climatlanticproject.eu est de bâtir à fin mai 2014 une stratégie CLIMAT spécifique à l’Arc Atlantique. Le Forum de La Rochelle est le 1er d’un cycle de 4 conférences spécialisées.TRANSCRIPT
Marie-Laure Desmet 2nd Forum of interregional mobility – 20 & 21 February 2014
Destination Contracts- an innovative
tool for the development of French
tourism destinations
Atout France, GIE (groups of economic
interest) involving 1150 public and private
stakeholders in tourism, is responsible for
contributing to the development of the
tourism industry, the biggest economic
sector in France.
→ To promote France as a destination via the
marketing of its brand and the value of its
destinations and sectors (35 offices worldwide)
→ To increase the quality, attractiveness and
sustainability of tenders
→ To push the investment projects to stimulate
innovation and entrepreneurship
AN AGENCY FOR THE DEVELOPMENT OF
FRENCH TOURISM
DESTINATION FRANCE - BACKGROUND
The most popular tourist destination in the
world (83 million international visitors in
2012), but
Increasing competition abroad (8%
PDM<market share in 2012> vs 10.6 % in
1980)
3rd in the world for tourist spending
France offers a rich and varied
destination, but with a complex and
fragmented supply as tourism competence
is shared between different levels of
government
4
A key challenge
To consolidate
existing
destinations and to
help a new scale of
relevant territories
emerge around
strong brands
Dev
elo
pm
ent
stra
tegi
es
Tou
rism
st
rate
gies
Territory /hard
Accommodation
Access / transport
Natural and cultural heritage
Facilities, activities, services...
Strategy/soft
Marketing strategy (brand, observation position, distribution, figures..)
Quality
Training Events structuring
Observation
Destination Management
Market expectations
THE CONCEPT OF DESTINATION-REMINDER
DESTINATION CONTRACTS-PRINCIPLES
A concrete and operational response to
the need to act together to achieve a
common goal of development, around a
shared, coordinated and mutual strategy,
bringing together the key players in a
destination beyond the usual boundries.
This collective approach is at the heart of
Minister Sylvia Pinel's politics, which
combines DGCIS and Atout France to
assist in structuring some of these
contracts, supporting major themes and
value internationally.
6
Destination contract
≠ Tourism
development
scheme
3 signed contracts
– around forty
currently being
considered
DESTINATION CONTRACTS – ELIGIBILITY
CONDITIONS
7
A relevant territory An innovative project that brings added value to the usual tools An action plan that addresses both supply, and promotion, as well as cross-cutting activities such as reception, training and/or economic intelligence Public and private signatories involving all elements of the chain of relvevant service to the specific theme Objectives to gain international clientele
EVERY
CONTRACT
IS UNIQUE
Various
themes :
business
tourism,
gentle
roaming,
memorial
tourism…
DESTINATION CONTRACTS –OPERATING
PRINCIPLES
8
A long -term commitment (3-5 years) with annualized action plans and associated with mobilization of resources
Commitments taking into account the areas of competence of each and their complementary
Collaborative work, organized management
Resources to match ambitions
DRAFT
MODE AS
PRINCIPLE
DESTINATION CONTRACTS – PLACE OF
MOBILITY
Key players in the tourism services chain (access and/or
mobility to destination)
Most often associated in destination contracts but more or less
involved depending on the central themes
Commitments that must produce the reciprocal value for the
partnership to be attractive (win/win)
9
DESTINATION CONTRACTS- SOME EXAMPLES
10
An objective to regain the British market
3 components : a major marketing campaign in the UK market, working on
reception, a joint effort to gain economic intelligence
Brittany Ferries : an active player
Participation in the financing of the communication campaign and its relay
Participation in the promotion of destinations (conferences on boats…)
Participation in economic intelligence groups (sharing data)
… and in return : a strong and enriched visibility
Destination contract for the West of France (regions of Bretagne, Normandie, Pays de la Loire)
DESTINATION CONTRACTS- SOME EXAMPLES
11
A development objective concerning travelers from major European routes, on
foot (chemin de Compostelle), by bicycle (Canal des deux mers and vallée de
l’Aveyron) or by boat (Canal des deux mers)
Several components : the structuring of routes, development of heritage sites,
restaurants and shops close to these routes (economic benefits), international
promotion, economic intelligence
Three mobility players associated with this contract : France vélo tourism (French
cycling tourism), SNCF, VNF
Destination contract for Tarn and Garonne
DESTINATION CONTRACTS- SOME EXAMPLES
12
French cycling tourism
-Help the deployment of the brand
Accueil vélo (welcome bike)
- Assistance in setting up and running
the route committee « canal des deux
mers »(two seas canal)..
SNCF
VNF
Objective to create products « one-way » train +
bicycle
- Partenariat en matière de
valorisation de patrimoine
- Observation
-…
In the end, a partnership framework that allows to pragmatically
combine 'transport' partners around projects that can meet the
challenges facing the destination tourism side of mobility and
efficiency on the transport side
Distribution of tourist flows
(space + time)
Reduce the use of cars/ facilitate
access and visibility
Increase the quality of tourists
experience
Improve occupancy rates
Enh
anci
ng
the
att
ract
ive
ne
ss
of
the
de
stin
atio
n C
on
tribu
er au
D
EVELO
PP
EMEN
T
éq
uilib
ré et d
urab
le d
e la
de
stinatio
n
CONCLUSIONS
Co
ntr
ibu
er
au
DEV
ELO
PP
EMEN
T é
qu
ilib
ré
et d
ura
ble
de
la d
est
inat
ion
Stren
gthe
nin
g the
sustain
able
d
ime
nsio
n/facilitatio
n acce
ss