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Multiple positioning

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Patrick VECE

Patrick VECE

French Riviera Tourism


The French Riviera

A case study

AS A CASE

STUDY


France : a leading tourist destination

The most visited country

Tourism = 6.2% of GDP

80 million foreign stays

Famous attractions :

-Disneyland Paris 15 million visitors

-Louvre Museum 8 million

-Eiffel Tower 7 million

-Versailles château : 4 million

The country of fashion,

perfumes, gastronomy, quality

of life, …


France : diversity of destinations

Concentration on seaside 40%, cities

(26%) and mountains (18%)

French Riviera Côte d’Azur :

the Mediterranean south

coast of France

Paris

Density of beds by square km

Atlantic

Ocean

French

Riviera


French Riviera Côte d’Azur

The leading French tourist destination

after Paris

10 tourists per inhabitant : 10 million

tourists

The tourism industry represents 18 % of

jobs

5 billion euros in local tourism expenditure


Why the French Riviera ?

Beauty of landscapes - Mild Climate

Special mix : a city by the sea, with a mountainous

hinterland


A famous cultural destination


Tourism hard assets investments

Recent new developments

500 million USD invested each year :

5* hotel upgrading, Convention centers extensions,

new museums,…

8


Tourism investments

A limit to expansion

Tourism development key elements :

Proximity of transports and facilities

Distance to the sea - Integrated resorts


Tourism intangible investments


Tourism maturity : markets

Departure rate of the French residents :

75%

25% do not travel

33% : frequent

travellers

=

75% of all

travel

42% : average

travellers =

25% of all travel

High concentration of trips by 1/3 of the population


Tourism maturity : markets

Purchase intentions of the French

population in September 2010

What type of expenses are you considering for

the coming automn-winter months ?

Works in the house

19%

Holiday - Travel

13%

Main home equipment

9%

Buying a car

9%

Real estate investment

8%

Health - Education

5%

Strong sustainable tourism demand


Tourism maturity : destinations

Overnight stays on the French Riviera

Long term trend

80000

70000

60000

50000

40000

30000

20000

10000

0

90 91 92 93 94 95 96 97 98 99 00 01 02 03 04 05 06 07 08 09

Limited impact of crises on volumes of visitors

Limited/slow structural changes, dense and diverse

accommodations

Well established awareness of the destination,

strong widespread image


French Riviera

Major ratios for a mature destination

50% domestic vs 50% international

75% leisure vs 25% business

75% repeat vs 25% first time visitors

30% short stays (1-3 nights) vs 70% long stays

50% overnights in non commercial accommodations

16

The Greatest challenge:

seasonality

55% of all arrivals

outside of peak season

months

14

12

10

8

6

4

2

Visitors by plane

All visitors

0


French Riviera : multiple positioning

… to reach and face maturity

Market segments for diversification

Generating markets : regional, domestic, international

Social types : young, couples, families, senior

Purpose of stay : Leisure / Business

Income level : Luxury / middle class

Past experience : 1st time / repeat

Length of stay : Short stay / long stay

Accommodation type : Commercial / non commercial


Market diversification

Maximum dispersion of French Riviera

markets

Non Europe

10%

Other Europe 20%

50% France

United-Kingdom 10%

Italy

10%

50% domestic, each international market counts

for less than 10% of total visitors


Leisure and Business destination

Provides :

- Reversed seasonality

- Higher expense level

Not to be opposed to leisure

tourism : high level of

convergence between both

segments


First time visitors : Discovery

Visitors spontaneous comments :

« so many things to see and do » « not enough time »


Repeat visitors : Relaxation

Visiting and practicing

activities only secondary

Activities

4%

61%

Relaxing

35%

Sightseeing


Luxury and middle class tourism

Keeping a luxury image

…while targetting

middle class segments

0

1

5% 3%

24%

4

36%

2

32%

3

Hotel rooms : 56% in 2-3*

Only 3% of visitors spend

more than 500 USD per day


Short and long stays

Growth of short stays

segment with more direct

flights to Nice Airport,

less than 3 hours away

However the segment of

short stays now appears

as mature

2000000

1600000

1-3 nights

4 nights +

1200000

800000

400000

Time to connect to

the main European

destinations

0


Short and long stays

Rates for shopping and activities raise in correlation with

the length of stay

70%

60%

50%

SHOPPING

BEACH

SPORTS OR ACTIVITIES

SHOW OR FESTIVAL

40%

30%

20%

10%

0%

1 night 2 nights 3 nights 4 to 6 7 to 10 11 to 14 15 to 21 22 to 120

Long stays provide a better dispersion of

expenditure and impact on the territory


Accommodation type

Importance of private beds

13%

15%

Over 50% of total nights

A more stable tourism demand

29%

20%

Longer stays, over the whole year

23%

Hô tel

rented accom.

Family/Friends

Second home

Other

3000000

2500000

2000000

1500000

1000000

500000

commercial

private

0

1992 2009


Growing convergence

Tourism and residential economies

1st

time

25 % of tourists

Repeat

98 % wish to return

1/3 visit once every 4 years on av.

Frequent

2nd home & VFR

Semi residents

45% frequent visitors coming

several times a year

130 000 second homes

Double residence : very

frequent stays

1 million residents

(500 000 homes)

12% foreigners

Only 40% live here

since they were born

Suppressing barriers between residents and tourists


Life cycle of tourism

2/3 of main and

2nd homes

accommodate

relatives and

friends

on the French Riviera

Towards a SUSTAINABLE TOURISM CYCLE MODEL


Challenges coming with maturity

Loss of interest : lower rate of first timers

Aging customers

Necessity to renovate/upgrade facilities

Difficulty in changing the destination image

Renewing interest for the destination


Ports : new perspectives for growth

2010

1991

100 000 passengers in 1991, 1 million in 2010


Monaco : new cruise port

352 m long - 160 000 tons

A new semi-floating sea wall to dock ships


Eco Valley Project

Major new project for further development

A national interest

project

A reference in urban

sustainable development

Green Business

Opportunities

Integration of residents

and visitors needs, for

leisure and business

New 80 000 sqm

exhibition centre

ECO VALLEY

Airport


Promoting Shopping

Tourist who do shopping spend

200 USD more

Post 2006 crisis : shopping is the

« adjustable variable » of tourist budgets

80%

70%

60%

50%

Drop of % of tourists who

practiced shopping

40%

30%

20%

10%

0%

2001 2002 2003 2004 2005 2006 2007 2008 2009 2010


Increasing frequency of stays

75% of visitors stayed before

5

1st time

4

3

2

1

3-4

times

Twice a

year

1st stay

Less than

once a

year

less than once a

year

twice a year

3-4 times

5-6 times

7-12 times

0

2005 2006 2007 2008 2009 2010

every month

…and come back 4 times a year on average


Events : a key factor generating

OTR (occasions to return)


Revealing all cultural potentials of a

destination

Developing thematic itineraries

« Côte d’Azur des Peintres »

Installation of artists’ masterpieces

reproductions in the original places

where they were painted


Revealing all cultural potentials of a

destination

Claude Monet - Antibes

Raoul Dufy - Nice


French Riviera : 1 % of international

trips in the world

Investing in succeeding tourism destinations cannot be

a bad investment !


Thank you for

your attention

Patrick VECE

French Riviera Tourism


Produced by Côte d’Azur French Riviera Tourist Board – 2010

October

Patrick VECE

French Riviera Tourism

Photo credits : © CRT Riviera Côte d’Azur - © Georges Veran – © Pierre Béhar Balloïde

Photo – © Le Studio - © Team Côte d’Azur – © Nice Côte d’Azur Airport - © DTC Monaco – ©

Tourist office Nice - © Semec Cannes – © Town of La Turbie – © Exedra Hotel Nice – © SBM Monaco

- © Cocteau Museum Menton © CGAM « La Baie des Anges à Nice » by Raoul Dufy – Emilienne

Dufy Bequest – Work from the National Collections entrusted to the MNAM at the Jules Cheret

Museum of Fine Arts Nice – © ADAGP – Michel Graniou « Antibes, Afternoon effect » by Claude

Monet – Museum of Fine Arts Boston – © CGAM « Grande Vue de Menton » by Maurice Frido –

ADAGP Collections of Menton Museum.

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