EDITORIAL CONTENTS
EDITORIAL CONTENTS Richard Barnes Editor-in-Chief Cleverdis 3. INTRODUCTION Targeting the top step of the sustainable tourism podium Michel Durrieu, General Director, Regional Tourism Board, Nouvelle-Aquitaine 4. TRADE TALK Travel Professional’s Viewpoint 6. STRATEGY Vision for the future Making France’s Nouvelle- Aquitaine a “Not to be Missed” part of any travel itinerary When considering the fact that France continues to prance as the most favourite tourist destination in the world, the question is often asked, “Why so?” It’s true that travelling the world, one can often see some amazing places, with wonderful people, cultures and cuisines. But France has that little “je ne sais quoi”, that makes it an incredible magnet for tourists. That something is its extraordinary variety – in every sense, making it more like a collection of countries or destinations than a single destination. Nouvelle- Aquitaine is the epitome of this phenomenon, itself hosting a plethora of landscapes, peoples, cuisines, activities and cultures that is so broad that it is difficult to capture in one single work such as this one. Added to this is the fact that for many international tourists, the region is yet to be discovered. And that needs to change! For travel professionals from around the globe, the advantages of choosing Nouvelle-Aquitaine as a “not to be missed” part of a French or European itinerary are multiple, and their clients – young or old, or from any walk of life – will come back with smiles, and recollections of an extraordinary time, indelibly etched into their memories. The background of Michel Durrieu, the General Director of the Regional Tourist Board of Nouvelle-Aquitaine, having worked in the French Ministry or Foreign Affairs (among other postings) has given him a broader vision of the industry at large; one which is strongly motivating the active promotion of this region, as he realises just how “undersold” it has been until this day. The goals of the Regional Tourist Board are thus more than realistic, and we hope that this SMARTguide will enable the savvy travel professional to learn one or two useful, valuable and pertinent facts about the region, and to partake in the propulsion of Nouvelle-Aquitaine to the highest ranks of the French and European tourism scene. 8. DESTINATIONS 9. BORDEAUX 10. DORDOGNE VALLEY 11. BIARRITZ - PAYS BASQUE 12. THE ATLANTIC COAST 13. LA ROCHELLE - ILE DE RE 14. COGNAC 14. ANGOULÊME 15. PAU - PYRENEES (BEARN) 16. POITIERS - FUTUROSCOPE 16. NIORT - MARAIS POITEVIN 17. LIMOGES 17. VASSIVIÈRE - PLATEAU DE MILLEVACHES 18. THE LANDES FOREST AND ARMAGNAC 18. THE LOT & GARONNE VALLEYS 19. TOP TOURS 19. TOURING FROM MAJOR EUROPEAN CITIES 20. FROM BORDEAUX VINEYARDS TO THE FRENCH RIVIERA 21. THE ATLANTIC COAST – FROM BILBAO TO MONT-ST-MICHEL 22. THE ESSENTIALS OF NOUVELLE- AQUITAINE 23. THEME HOLIDAYS 23. SPORTING HOLIDAYS 24. WINE TOURISM & GASTRONOMY 25. HERITAGE 26. CITY BREAKS 27. HIKING, CYCLING & RIVER CRUSING 28. WELL-BEING 29. SAVOIR-FAIRE 30. FAMILY HOLIDAYS 31. CONCLUSION Improved Destination Information Equals Happier Travellers Jean-François Pieri, Managing Director, Cleverdis 2 SMART GUIDE Nouvelle-Aquitaine www.nouvelle-aquitaine-tourisme.com
INTRODUCTION Targeting the top step of the sustainable tourism podium The vision of Michel Durrieu – General Director, Regional Tourism Board, Nouvelle-Aquitaine With the quality of accommodation in Nouvelle-Aquitaine constantly on the rise, it is no surprise that the regional authority’s ambition is to make Nouvelle-Aquitaine the most attractive region to visit in France. Michel Durrieu explains the current place of tourism in the region. Our objective is to become the N°1 sustainable destination in France and Europe. Of all the French regions, Nouvelle-Aquitaine is the #1 holiday destination for French people and is approaching the leading trio for foreign visitors. Nearly 28 million tourists visited the area in 2017. Arrivals of foreign visitors by air are up 40% over the past five years, and with the high speed train (LGV), meaning Poitiers is just one hour from Paris, and Bordeaux just 2 hours from the capital, visitor numbers are rising exponentially. With our famous world brands such as Bordeaux, the Dordogne Valley, Biarritz Pays Basque, the Pyrenees, the Atlantic Coast and Cognac, the region aims to attract an increasing number of tourists who are fond of authenticity, French “art de vivre”, gastronomy, culture, breath-taking natural landscapes and innovative and unique experiences. What are your short to medium term goals? Nouvelle-Aquitaine has all the assets to be an unmissable destination of international tourism. The objective is also to position the region on the podium of French destinations for international tourists, just behind Paris and the Provence - Côte d’Azur. The bar of 30 million tourists will soon be exceeded, but an increase in number is not the goal. It is most important to look at the incomes and jobs created and be respectful of the environment and the people. Exceeding €18bn revenue and more than 140,000 jobs by 2020 seems realistic. After working in the Ministry of Foreign Affairs, you have a “different take” on the promotion of regional tourism… 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.nouvelle-aquitaine-tourisme.com SMART GUIDE Nouvelle-Aquitaine 3
