The international promotion of the destination France Maison

The international promotion of the destination France Maison de la France structure, working, strategy

The economic weight of tourism in France 1 st economic sector in France, 235, 000 entreprises (accomodations, catering industry and entertainement) of which 90% are hotels, bars and restaurants, Nearly one million persons employed, 117. 6 billion Euros of tourist and para-tourist consuption in 2007, Or 6. 2 % of GDP 39. 6 billion Euros of foreign tourism revenue in 2007.

Foreign tourists in France Key Data In 2007, more than 82 million visits by foreign tourists. Analysis of 8 major foreign clients in France: and also 826. 6 million of french tourist nights on the national territory (residents aged 5 and +)

who is Maison de la France?

Tourism organisation in France Ministry of Economy, Finance and Industry - in charge of Trade, Crafts, Small and Medium Enterprises, Tourism and Services Maison de la France Direction du Tourisme ODIT France

What is Maison de la France? A G. I. E. Groupement d’Intérêt Economique founded in 1987 A Board composed of 27 members and guided by Alain Jacquier Board’s members are: - tourist professional - administration (Ministère) - ODIT - Representatives of regions, departments and tourist resorts Board’s members are nominated and elected by MDLF’s General Assembly A General Assembly, guided by Hervé Novelli, the Secretary of State for Commerce, Crafts, Small and Medium Enterprises, Tourism and Services 280 employed and 89 at the headquarter All MDLF’s directors are paid by State. Others employed are paid by the G. I. E. 35 offices in 30 nations = 40 markets A consolidated budget of 77 million €, 50 % State, 10% membership, 40% commercial partners Partnership: 87 adherents in 1987 1. 400 in 2008 (33 % Institutional - 67 % private industries)

What is Maison de la France? ORGANISATION CHART Ministry of Economy, Finance and Industry Board DG Communicati Marketing on & Direction partners New Technolgies LONG DISTANCE MARKETS (matures et emergents) America Service Stratégie et Prospective Asia/Oceanie Near & Middle East Secrétaria t Général Finance and Internal Control CLOSE MARKETS (matures et emergents) West Europe Continental Europe

Direction du Tourisme What is it? Tourism administration which depend exclusively by the Ministry. The Director is a state functionary. The missions of Direction du Tourisme: Negotiation of the Ministry's budget , interface of the Ministry of Economy and Budget, Subsidies and financial assistance to tourist facilities and equipment, Official statistics and studies of tourism, Controlling and monitoring of the tourist legislation for hotels, campings and apartment hotels. More or less 60 employed

ODIT France What is it? Observation Development and Touristic Engineering A G. I. P. Groupement d’Intéret Professionel supervised by the Ministry in charge of tourism. His missions: National Observatory of Tourism, Study and development of the mountain, Engineering and projects, Spaces and channels. ODIT’s services are paid but ODIT receive subsidies from the State. ODIT’s partners, for example MDLF, are concerned with: - tourism development - development of touristic products (channels) - economic tourism development strategy More or less 50 employed

Maison de la France For the French Tourism A general interest mission Promote France as a touristic destination, valorising his offer and spreading an adequate image Give information about the destination Services to aderents Information and communication Public Relation and Press Trade and Promotion Market analysis

4 services for aderents 1. Information and Communication 1079 advertising campaings: More than 812 on line campaings in 2007 (139 in 2005) more than 260 000 visitors informed in all MDLF’s officies. 18. 6 million of visits and more than 62 million of pages seen on Franceguide. com in 2007.

4 services for aderents 2 - Public Relation and Press 2 516 journalists hosted in occasion of eductour and other promotional actions 19 109 articles in magasines, TV and radio programs = more than 312 M Euros CVP 3 - Trade and Promotion 131 fairs and exhibitions of which 80 were for the general public and 51 for professionals, 138 workshops, which allowed the partners of Maison de la France to meet more than 34 188 professionals, 230 animation and training operations of distribution network, more than 31 614 professional trained in the promotion of France 4 - Market Analysis 32 marketing foresight newsletter 1 international marketing foresight newsletter monitoring trends in key markets 85 market reserarch avaiable on line

Franceguide. com a promotional instrument 4 Information 4 30 markets, 24 web sites 4 18. 6 millions of visits in 2007 4 several thousand content in 16 languages 4 more than 10. 000 articles in english 4 Marketing 4 Different web spaces for different targets : pro, press and public Acces to SNR 4 A database composed of more than 1 million of opt-in contacts from 4 Introduction of new technologies to add a bit of interactivity (vlogs) Franceguide. c om Home Page 4 Sales 4 The SNR (Serveur National de Réservation) started in 2006 4 B 2 C offers will be transformed in B 2 B offers from 2009

Dispositif Thématiques Mini web sites dedicated to a specific topic

An 8 years campaign to substain a good welcome National campaign « Bienvenue en France » His objects are: ü Awareness of tourism professionals to improve the quality of welcome. Des recommandations pratiques à l’usage des professionnels ü General public awareness through communication in France and abroad « Bienvenue en France » is 72 000 french professional partners

Double marketing approach Differentiated market approach: A market strategy taking into account their specificity A different approach to close/distant markets and to mature/emerging markets A Thematic approach: Highlighting the diversity of offers segmented according to their consumption patterns to better meet demand Based on topics whose promotion is assigned to clubs or work-groups getting together professionals. Clubs are organised in 4 departments: Business (Affaires), Culture (Culture ), Art of Living (Art de Vivre) and Products (Products)

MDLF’s Clubs: a marketing approach based on produits Industry and Professional Products Departmet • The French Convention Bureau (CFTAR) • Economic discovery / « Découverte économique » • Shopping, Luxe, Events, Movie / « Shopping/Luxe/Evénementiel/Cinéma» Products and Special Segments Departmet Club Youth Tourist Club Weel-being Club Golf International Club Naturist Goupe Tourisme&Spirituality Tourism and Handicaps Gay Tourism Seniors Leisure Park

MDLF’s Clubs: a marketing approach based on produits Culture / Art de vivre Department Club Châteaux-Musées-Monuments / Castels-Museums-Monuments Club des Grandes Villes de France / Top French Cities Groupe de travail « Tourisme Viti-vinicole » / Working Group Wine Tourism Filière « Parcs et Jardins » / Chain « Parks and Gardens » Filière « Produits Laitiers » / Chain « Milk Products » Products / Territoires Département Club Nature Club Mountain (summer/winter) Club Littoral Club Overseas Working Group « Villages de vacances » Chain «Sailing / Cruises » Chain «Sustainable Development »

A partnership which comes at all levels From 87 members in 1987 to more than 1 400 in 2008 33% Institutional 67% private actors: 40% direct actors tourism / 27% indirect tourism actors (services and leisure) Up to 50% of budgetary resources MDLF are from partners Partners involvement in the strategic planning A representation at the Board of Directors and at the Marketing Commission An active participation to each years promotional actions (more than 2. 000 in 2006) A strong participation to MDLF’s clubs: more than 50% of the members are members A network of 250 foreign experts in France are members of the International Advisory Council (Conseil Consultatif International)

MARKETING STRATEGY 2005 -2010

Eight Marketing Key Issues • Confirm the mission of MDLF reconciling 4 logics: markets, State, Institutional and private partners. • Improve the quality level of France supply. • Renew and enrich the image to make it more attractive and present. • Publicize and disseminate the diversity of France supply. • Better contribute to sustainable tourism • Limiting the risk of loss of customers in emergencies. • Innovate in terms of promotion and marketing • Anticipate in the Internet and new technologies to support changing patterns of information, promotion and sale of tourist produtcs.

Founding principles & strategic guidelines Four medium-term objectives by 2010 One strategy

Four medium-term objectives by 2010 Supported by a new positioning based on emotions and discovery Make France a more attractive destination renewing its image: Enhacing the quality of its offer and its services

Four medium-term objectives by 2010 By encouraging customers to increase their trips to France including short stays, Create value and increase tourism revenues to 40 billion euros from international tourism in 2010 : By strengthening products with high value added value related to business tourism, urban tourism (and shopping), the oversea tourism , winter spor, cruises. September 2007 : creation of a new thematic generating strong revenue: luxury / shopping / events, cruises, gay tourism.

Four medium-term objectives by 2010 Develop tourism in all seasons: By creating new opportunities for short breaks and additional holidays throughout the year. Based on customers likely to travel outside of peak season. Better promote tourism Mieux promouvoir le tourisme vers l’ensemble des territoires français By using the unique wealth identity French culture By making discover a « other France » to customers who only believe to know it

An innovative approach to channels and products Putting forward a wide range of offer, in terms of activities, equipments and territories. A new segmentation of channels in four categories to better meet customer expectations and increase effectiveness in the promotion: Image and appeal products, Consumer products, Niche products, New products.

An exemple of segmentation on a market

Priority Targets To focus promotion to the general public by targeting it in line with the objectives of creating value and non-seasonal tourism or carrying promises: active urban population higher socio-professional categories seniors active and retired individual business tourists young => Integration of similar targets Mantaining close cooperation with tour operators and alternative networks primarily on long distance and emerging markets The strenthening of our actions to the press and of opinion relay, powerful prescribers to the general public.

Our markets’ approach Strategy: « Europe » Operating a direct promotion of French territories and cities on mature close markets Encouranging customers to multiply their voyages to France, in particular for short stays. Strategy: « long distance, emergents and matures markets » Using major tourits attraction to touch the whole territory.

At the same time on all markets: targeting and prioritization of issuing markets priority (major urban markets with a strong economic wealth).

Conclusions Target: 40 billion d’euros of tourist revenue in 2010 The creation of a world-level signature France Increase long stays instead of multipling the number of stays in France From a markets’classification to an issuing markets. Promote a tourist structure to touch the whole territory A new chains and products organisation in line with customers’ expectations

Since the launch of this new strategy, what are the results?

MDLF’s Corporate Communication Revue France: one of the major communication tool. A magazine describing France’s Regions and his touristic products to the general public. The Revue France is edited, with different names, by offices in major markets: USA, UK, Spain, Italy. o In Italy, since 2008, the Revue France is named Franzine. The web site www. franceguide. com with a recurring and recognizable graphics for all versions. New Label France « Marque France » which will be always matched with MDLF’s logo and a signature. Through an organised communication strategy. The Label France will contribute to the launching of the new France tourism policy « Destination France 2020 »

Tangible results ü The promotion of the brand « Qualité Tourisme » ü A stronger partnership Towards greater coherence and increased clarity in the promotion of France ü The declination of the MDLF’s strategic guidelines by many tourist offices ü The development of conventions: SNCF / Sodexho / FNOTSI / Hertz + thematic conventions: Evian Master + SEAT / Destinations nature + CRT auvergne , etc. . üThe development of events: for a festive image of France : Cézanne’s Year, Da Vinci Code, Rugby World Cup, Armada de Rouen 2008, Brest 2008, etc… ü A quantifiable result: an increase of 4. 3% of revenues from international tourism in France in 2006 in line with the strategic target of creating value

Questions about MDLF Who is deciding for the budget? It’s a long procedure. Each office in the world prepares a first budget Budget’s preparation by the General Director of MDLF and his servicies Budget’s approval by the Board Budget’s discussion with the Ministry of Finance Integration of MDLF’s budget to the budget of the Ministry in charge of Tourism Vote on the Budget of the Ministry in charge of Tourism by Parliament. Budget execution by MDLF’s offices in the world under the control of MDLF’s General Direction Financial contribution of members, how is it calculated? 10% of MDLF’s budget is represented by members financial contribution. Other questions. . .

Events to renew and invigorate France’s image Cinema as a promotional tool Public and professional actions around films set in France Da Vinci Code, A Good Year, Mr Bean, Ratatouille - Travel agents seminars Private projections / evenings Press Travels Competitions On-line campaigns Franceguide. com mini-sites

2007 – Rugby World Cup A franceguide. com dispositif (mini-site) with in depth description of host destinations Reception packages given to tourism professionals to promote the national campaign « Bienvenue en France » International press travels Specific press or e-marketing campaign on core markets