Atout France SMARTguide

STRATEGY
Theme Holidays and Destin
Tools at the service of Travel Agents and Tour
Since the 1980’s, France has boasted of
being the #1 global destination in terms
of tourist arrivals. For many around the
world, it’s a place that must be experienced
at least once in a lifetime. In 2015, France
welcomed 84.5 million international visitors
(a record) and 83 million in 2016, while
the goal is to eventually host 100 million
visitors by 2020.
This success is of course due to the
extremely positive image enjoyed by France
on the international scene. A strong image,
which distinguishes this nation from other
European destinations, but also thanks
to the implementation of promotional
material and professional training that
aims to create a real “desire for France”
among even the most demanding
travellers. For this, the government has
created what it terms “Pôles d’excellence”
(promotion by themes) and “Destination
Contracts”, aiming to promote key internal
destinations that will add true value to the
overall offering.
HOW DOES IT WORK?
The “Pôles d’Excellence” have a role of
highlighting the best ways to experience
and enjoy the destination in different ways.
The following “theme holiday” ideas are
thus officially being included as an official
part of the promotional activity by Atout
France, the Government’s destination
marketing organisation:
cruising
wine tourism
eco-tourism, national parks, bike routes
gastronomy
iconic cultural heritage,
a living heritage: capital of fashion,
design, festivals, major expos...
night tourism
mountain tourism
They specifically highlight the major
vectors of tourism in France and help
answer the first question: Why France?
In parallel to this, “destinations reloaded”
(Destination Contracts) efficiently
complement the arsenal of tools that add
to the diversity of the French offer. These
are in line with the “destination brands”, a
great promotional success story driven by
Atout France for several years, launching
veritable global brands with a reputation
abroad that even exceeds that of the France
itself in some countries. Champagne,
Bordeaux, Alps Mont Blanc, Provence,
Biarritz... their names often lead one to
dream… and the experiences they offer
add to France’s brand thanks to their
uniqueness.
These 16 “destination brands” have been a
key general promotional vector for France
for several years and can offer visitors a
multitude of experiences:
Skiing or hiking in the Alps,
Staying at a winery in Bordeaux or
Burgundy and becoming initiated in
oenology,
Golfing in Biarritz and the Basque
country,
Relaxing with a “wellness” holiday in
Brittany,
Discovering the monuments and
museums of France’s cities,
Attending a festival or major sporting
event,
Discovering regional specialities or dining
at the table of a “starred” chef...
On the basis of this experience and
this success, Atout France has created
“Destination Contracts”, which allow
to develop new territories, to continue
this momentum and thus bring new
destinations to attract international
visitors.
There are currently 22 such “destinations
reloaded” that are especially designed
to help professionals respond to the
8 France: Destinations to (re)discover france.fr