France will be participating at Arabian Travel Market every alternative year, with participation confirmed for 2017, the regional office of Atout France has revealed. This will be followed by a Marhaba France event in 2018, which is likely to take place in Kuwait City or any other GCC city apart from Dubai.
This move of alternating between Arabian Travel Market and Marhaba France every year is a creative attempt to maximise France’s tourism exposure and to satisfy the country’s exhibiting partners.
Karim Mekachera, Atout France regional director for the Middle East and Turkey, explains, 'We stopped exhibiting at ATM because some of our partners were not happy with the quality of business they received and so we saw a decrease in the number of our partners. Thus, Marhaba France was born – it was a very successful event with 45 partners in the first year, 60 partners last year and about 50 this year as business is low.'
'Our partners have now indicated that they want to be present at ATM again, however, it is important that we are well represented, with a healthy number of partners, at least 40 companies should be present. We are preparing our partners well in advance for a good representation at ATM.'
MARHABA FRANCE
Held at The Sofitel Palm Resort Hotel in Dubai and building on the success of the last two years, Marhaba France took place late last month, with some 100 travel operators and 50 French suppliers. 'With some 2,000 appointments scheduled over two days, Marhaba France has become the perfect one-stop market place for this level of business activity.'
For the first time, Marhaba France has invited Iranian operators in addition to their colleagues from Oman, UAE, KSA, Qatar, Bahrain, Kuwait, Egypt, Jordan, Lebanon and Turkey. French supplier exhibitors include major regional partners and hoteliers from Paris, Rhone-Alpes and the French Riviera, in particular. Also present are major French winter sports resorts, the all-important in-coming French supplier operators, theme parks including Disneyland Paris and shopping outlets.
FOCUS THIS YEAR
France remains the world’s most-visited country with 84.5 million visitors in 2015. 'We have not forgotten the tragic events from last year – far from it – our hearts go out to the families of grieving victims. However, from a business perspective, we have a very positive outlook for 2016.'
Mekachera continues, 'We’re going into the summer season and that changes the consumption of French tourism entirely. Tourism is still going strong in France because of the French themselves. The short-haul market from Europe is also very strong with British, German and Dutch visitors providing millions of tourists. In the Middle East, we saw growth of 3 to 4 per cent last year. We had a very good summer last year, it was one of the best seasons hoteliers had.'
Paris is still the key destination, says Mekachera. 'The French Alps are also increasingly important with more than 15 exhibitors attending the Marhaba France event from the Rhone-Alpes region. Arab tourists to the Apls have rapidly changed from being laid-back observers, to keen and enthusiastic skiers. Lyon is also very strong with the six-hour direct flight with Emirates. Kuwaiti travellers like Évian on the shores of Lac Leman (Lake Geneva).
'South of France, as usual, is important for this market. We have the tourism board from the region. So far, Cannes has been the focus with a strong infrastructure and global brands but Nice is interesting too with a host of new hotels coming up.
'Brittany is an important region too, in terms of health and wellness, especially for ladies.
'For the first time, we are also promoting French Polynesia, with The Brando, an iconic must-visit property. It is quite far off from the region, but once you get there, you know it was completely worth it.'
Staff Reporter