Diapositive 1

1
The international promotion of the destination
France Maison de la France structure, working,
strategy
2
The economic weight of tourism in France

• 1st 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.

3
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
  )

4
who is Maison de la France?
5
Tourism organisation in France
Ministry of Economy, Finance and Industry - in
charge of Trade, Crafts, Small and Medium
Enterprises, Tourism and Services

Direction du Tourisme
Maison de la France
ODIT France
6
What is Maison de la France?

• ? A G.I.E. Groupement dIntérêt Economique
  founded in 1987
• ? A Board composed of 27 members and guided by
  Alain Jacquier
• ? Boards members are - tourist professional
• - administration (Ministère)
• - ODIT
• - Representatives of regions, departments and
  tourist resorts
• ? Boards members are nominated and elected by
  MDLFs 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 MDLFs 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)

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What is Maison de la France?

ORGANISATION CHART

Ministry of Economy, Finance and Industry
Board
DG
Service Stratégie et Prospective
Marketing Direction
New Technolgies
Secrétariat Général
Communication partners
Finance and Internal Control
LONG DISTANCE MARKETS (matures et emergents)
CLOSE MARKETS (matures et emergents)
Asia/Oceanie
Continental Europe
West Europe
America
Near Middle East
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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

10
ODIT France What is it?

• Observation Development and Touristic Engineering
• A G.I.P. Groupement dIntéret 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.
• ODITs services are paid but ODIT receive
  subsidies from the State. ODITs partners, for
  example MDLF, are concerned with
• - tourism development
• - development of touristic products (channels)
• - economic tourism development strategy
• More or less 50 employed

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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

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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
  MDLFs officies.
• ? 18.6 million of visits and more than 62 million
  of pages seen on Franceguide.com in 2007.

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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

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Franceguide.coma promotional instrument

• Information
• 30 markets, 24 web sites
• 18.6 millions of visits in 2007
• several thousand content in 16 languages
• more than 10.000 articles in english
• Marketing
• Different web spaces for different targets pro,
  press and public
• A database composed of more than 1 million of
  opt-in contacts
• Introduction of new technologies to add a bit of
  interactivity (vlogs)
• Sales
• The SNR (Serveur National de Réservation) started
  in 2006
• B2C offers will be transformed in B2B offers from
  2009

Acces to SNR from Franceguide.com Home Page
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Dispositif Thématiques Mini web sites dedicated
to a specific topic
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An 8 years campaign to substain a good welcome

• National campaign  Bienvenue en France  His
  objects are
• Awareness of tourism professionals to improve
  the quality of welcome.
• General public awareness through communication
  in France and abroad
•  Bienvenue en France  is
  72 000 french professional partners

Des recommandations pratiques à lusage des
professionnels
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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)

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MDLFs 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 TourismeSpirituality
• ? Tourism and Handicaps
• ? Gay Tourism
• ? Seniors
• ? Leisure Park

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MDLFs 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

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A partnership which comes at all levels

From 87 members in 1987 to more than1 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 MDLFs 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)

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MARKETING STRATEGY 2005 -2010
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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.

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Founding principles strategic guidelines
Four medium-term objectives by 2010
? One strategy
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Four medium-term objectives by 2010
? Make France a more attractive destination
renewing its image

• ? Supported by a new positioning based on
  emotions and discovery
• ? Enhacing the quality of its offer and its
  services

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Four medium-term objectives by 2010

• ? Create value and increase tourism revenues to
  40 billion euros from international tourism in
  2010

• ? By encouraging customers to increase their
  trips to France including short stays,
• ? 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.

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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 lensemble 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
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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.

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An exemple of segmentation on a market
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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
• ? 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.

Integration of similar targets
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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.

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

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Conclusions

• ? Target 40 billion deuros 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 marketsclassification to an issuing
  markets.
• ? Promote a tourist structure to touch the whole
  territory
• ? A new chains and products organisation in line
  with customers expectations

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

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MDLFs Corporate Communication

• Revue France one of the major communication
  tool. A magazine describing Frances 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.
• 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 MDLFs 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 

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Tangible results

• The promotion of the brand Qualité Tourisme
• A stronger partnership ? Towards greater
  coherence and increased clarity in the promotion
  of France
• The declination of the MDLFs strategic
  guidelines by many tourist offices
• The development of conventions SNCF / Sodexho /
  FNOTSI / Hertz thematic conventions Evian
  Master SEAT / Destinations nature CRT
  auvergne , etc..
• The development of events for a festive image of
  France Cézannes Year, Da Vinci Code, Rugby
  World Cup, Armada de Rouen 2008, Brest 2008, etc
• 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

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Questions about MDLF

• Who is deciding for the budget?
• Its a long procedure.
• Each office in the world prepares a first budget
• Budgets preparation by the General Director of
  MDLF and his servicies
• Budgets approval by the Board
• Budgets discussion with the Ministry of Finance
• Integration of MDLFs 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 MDLFs offices in the world
  under the control of MDLFs General Direction
• Financial contribution of members, how is it
  calculated?
• 10 of MDLFs budget is represented by members
  financial contribution.

• Other questions...

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Events to renew and invigorate Frances image

• Cinema as a promotional tool
• Public and professional actionsaround 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

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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