Nouvelle-Aquitaine SMARTguide

INTRODUCTION
Targeting the Top Step of
the Tourism Podium
The “vision” of Michel Durrieu – General Director –
Regional Tourist Board – Nouvelle-Aquitaine
Michel Durrieu’s ambition is to make Nouvelle-Aquitaine the most
attractive region for tourism in France. He explains the current place
of tourism in the region and the role tourism plays in regional policy.
Of all the French regions, Nouvelle-
Aquitaine is currently the #2 holiday
destination for French people and is
approaching the leading trio for foreign
visitors. Nearly 28 million tourists visited
the area in 2017. Its destinations and sites
have achieved exceptional results: arrivals
of foreign visitors by air are up 8%, Lascaux
and La Cité du Vin have had record
attendances. With our famous world
brands such as Bordeaux, the Dordogne
Valley, Biarritz-Pays Basque, the Pyrenees,
the region aims to develop the arrival
of tourists who are fond of authenticity,
French “art de vivre”, gastronomy, culture,
breath-taking natural landscapes and
innovative and unique experiences.
SHORT & MEDIUM-TERM GOALS
Nouvelle-Aquitaine has all the assets to
become the #1 destination of French
travellers. The objective is also to position
the region on the podium of French
destinations for international tourists, just
behind Paris and the Côte d’Azur.
While 28 million French and foreign
tourists visited the region in 2017, the
bar of 30 million tourists will soon be
exceeded. But it is also very important
to look at the incomes and jobs created.
Exceeding €16bn revenue and creating
more than 40,000 jobs by 2020 seems
realistic.
After working in the Ministry of Foreign
Affairs, Mr Durrieu has a “different take”
on the promotion of regional tourism…
Following a long career in tourism, in
companies such as Carlson Wagonlit
Travel, TUI and Nouvelles Frontières, I
arrived at the French Ministry of Foreign
Affairs in 2014 – a Ministry which also
deals with tourism policy – in order to
develop the new strategy of Destination
France, a mission that the minister had
entrusted to me.
Now it’s done! This experience has
been very helpful in developing my
understanding of the global issues
related to the development of this sector
of activity in terms of value creation
as well as jobs. My seat as Permanent
Representative of France in the UNWTO
has also allowed me to foster a great
number of connections. I now intend to
leverage this network of contacts in the
service of Nouvelle-Aquitaine to raise
awareness about the exceptional richness
of its destinations. It’s a big challenge!
Larger than Austria and more populous
than Denmark, the region has the means of
its ambitions: to become the unavoidable
destination when it comes to French art
de vivre, a destination of authenticity and
unprecedented experiences, and THE
destination for innovative, sustainable and
resolutely forward-looking tourism.
www.visit-nouvelle-aquitaine.com
SMART GUIDE Nouvelle-Aquitaine 3