THE world’s most visited tourism destination, with more than 83 million visitors a year, France could be excused sitting on its laurels. However, with big plans afoot to mark the centenary of the start of World War I in 2014, the nation is pumping up its tourism drive.
France’s Prime Minster, Jean-Marc Ayrault has pledged to renew his focus on tourism to boost the country’s economy. At present, tourism accounts for seven per cent of France’s gross domestic product (GDP).
However, while the country receives the highest number of visitors in the world, it is currently only the third highest tourism revenue generator. International tourism revenue amounted to $53.7 billion, down slightly by 1.5 per cent on 2011 figures. Ayrault has claimed he wants France to be the top European destination in terms of incoming tourism revenue. Spain currently holds that accolade with $55.9 billion in tourism receipts in 2012.
Tourism minister Sylvia Pinel is charged with pushing France forward, with a focus on training, targeting niche markets, and increasing competitiveness. A new conference on tourism is also set to launch in Spring 2014 aimed at diversifying France’s tourism product.
According to Middle East regional manager for Atout France, Karim Mekachera, the focus is on working closely with the region’s travel trade, as well as offering new French destinations and products, and providing training to travel agents on selling the nation as a destination.
The Middle East is fast becoming a key feeder market for France. Emirates Airline serves Paris, Lyon and Nice, while Etihad Airlines has entered into a code share agreement with Air France.
Inbound markets to France are led by Europe, with Germany being the number one international inbound market with 12.2 million arrivals, closely followed by the UK at 12.2 million. Asia is proving a big growth market, with the Chinese accounting for 1.5 million arrivals in 2012 – an increase of 23.3 per cent on 2011, making it France’s fastest growing market at present. Ireland, Portugal and Greece are also returning as strong inbound markets, as well as Brazil and Russia.
France’s tourism trump cards are many. The country sold 55 million skier days in 2012 making it the world’s top ski destination. Business tourism is another strong market, with the country hosting more than 6,000 events a year.
However, now France is looking at positioning itself as a cultural destination. Marseille celebrated being the European Capital of Culture in 2013, with a host of events taking place throughout the year.
The country has also welcomed a number of new museums, including the Pompidou Metz and the new Louvre Lens as well as celebrated the re-opening of the Curie Museum. The country has also launched a new 8.5 km cultural and urban tour called ‘A Journey to Nantes’.
Looking forward, the Comité France Evénements, supported by Atout France, is working on developing a marketing campaign.
By Sarah Ann McCay