20140220 m amblard cmt velodyssee uk
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The Atlantic Coast Bicycle Route, as a land planning and tourism development tool Olivier AMBLARD, Directeur de Charente-Maritime Tourisme et membre réseau TOTEM For the second year, the EIGSI General Engineering School organizes in La Rochelle, France, a high quality forum focused on interregional mobility in the Atlantic Area. La Rochelle Mobility Forum is part of a 4 high quality forum cycle. Climatlantic is a project co‐funded by INTERREG IVB ATLANTIC AREA Programme,aimed at developing an Atlantic Strategic Agenda for Sustainable Urban Development and the reduction of the Carbon Footprint covering four main pillars: mobility, energy, territorial management and social behavior.TRANSCRIPT
2nd FORUM OF INTERREGIONAL MOBILITY
VISIONS, STRATEGIES AND INTERREGIONAL
SOLUTIONS TO REDUCE CARBON FOOTPRINT
EIGSI - LA ROCHELLE
SLOW TOURISM AND LA VÉLODYSSÉE
(ATLANTIC CYCLING ROUTE) Olivier AMBLARD, Director of Charente-Maritime Tourism
MAJOR TRENDS AND
DEVELOPMENT OF CLIENTS
Openness to unprecedented change : a systematic and structural crisis that
questions the societal-economic model and the hyper-Western societies model.
Relationship to work, privacy, technical progress and consumption....are all
dimensions that consumers rethink.
The Crisis, an acceleration factor
of sociocultural change
Social ties Individualisation Rise in Ethical
Values Self
development
Respect of time
Managing budgets
Wellbeing
Crisis : A hidden accelerator
Pro-activity to face a new world: Involvement, co-production
Evolve, but with supports: Anchoring and security
Pay more attention to self
Pay more attention to money,
and consummation
Pay more attention to the
environment
Pay more attention to others
Source DGCIS : New perceptions of the value of tourism offers
A translation of these customer
changes : slow tourism
The study Look Voyages/TNS identified 5 trends for a successful
holiday, in 2012 : be surprized(61%), build links (60%), find your
rhythm again (52%), refocus (36%), strengthen a couple (28%).
The Ipsos survey in 2011 showed that Europeans yearn for a quieter
life : 77% of Europeans have the intention of slowing down their
lifestyle; in the tourism field, 53% of French people would like to take
their time to visit a place.
SLOW TOURISM
A trend that has emerged
BIKETOURISM
A product which has developed
KEY FIGURES FOR BIKING IN
FRANCE
22 million French People cycle regularly
1 euro invested in bike routes generates at
least 1 euro of annual tourism revenue for the
area
90 km travelled per person per year
compared to 300 km for the average
European
More than 3 million bicycles sold every year
3% of daily trips are by bicycle and 3.7% of
tourist stays are related to cycling
8 million tourist visits, 2nd physical activity for
French Tourists
Economic activities related to cycling
represent 35,000 jobs, including 16,500 jobs in
tourism
Travellers spent 206 million euro on
transport including 23 million euro on train
tickets
Bike/mountain bike activities were
associated with 3.7% of stays on France
Spending 70€/day/pers on
average compared to 40€/day/pers on
average for a tourist
LA VÉLODYSSÉE
(ATLANTIC CYCLING ROUTE)
French part of the EV1,
from Norway to Spain
1.200 kms from Roscoff
to Hendaye
80% on exclusive cycle
routes
Launched in July 2012
Observatory
Promotion
Services
Signalling Route
Marketing
More than 2,3€ invested during the
last 13 years
Implementation of directional signage
Development of the brand « Accueil
Vélo » (Welcome bike)in the 4
categories of service in partnership
with Tourist Offices
Today there are more thane 100
accredited services in Charente-
Maritime
Promotion of la Vélodyssé inline with
other partner areas and France bike
Tourism
Proposed establishment of a
vélodyssée observatory in line with
TOTEM
La Vélodyssée in Charente-
Maritime
A prerequisite : constant scope in
terms of human and financial resources
TOTEM : observation shared by
the Atlantic seaboard device
37,6%
49,3%
50,5%
63 %
+ 15 pts
+ 19 pts
+ 23 pts
+ 31 pts
Stays booked online and progression since 2007
Number of beds in outdoor hospitality in 2012
Distribution of Socio-professional categories territory in 2012
Source : SDT SOFRES 2007-2012
Source : Insee 2012 Source : SDT SOFRES 2007-2012
Thank you for your
attention.