The international promotion of the destination France Maison de la France

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, • 117.6billion Euros of tourist and para-tourist consuption in 2007, • Or 6.2 % of GDP • 39.6billion 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 Maison de la France Direction du Tourisme ODIT France

6. 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)

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

9. 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 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

11. 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

12. 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 visitorsinformed in all MDLF’s officies. 18.6 million of visitsand more than 62 million of pages seen on Franceguide.com in 2007.

13. 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 reserarchavaiable on line

14. 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

15. Dispositif Thématiques Mini web sites dedicated to a specific topic

16. An 8 years campaign to substain a good welcome • National campaign « Bienvenue en France » Hisobjects 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 frenchprofessional partners Des recommandations pratiques à l’usage des professionnels

17. 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)

18. 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

19. 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 »

20. 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 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)

21. MARKETING STRATEGY 2005 -2010

22. 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.

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

24. 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

25. 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.

26. 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

27. 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.

28. An exemple of segmentation on a market

29. 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

30. 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.

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

32. 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

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

34. MDLF’sCorporate 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. • 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 »

35. 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 MDLF’s 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 : Cézanne’s 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

36. 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...

37. Events to renew and invigorate France’s 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

38. 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