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Overcome stereotypes and play
with the image of sustainable
tourism
French outbound tourism market
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A little history of
sustainable tourism in France
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1997-2
006 First operators
committed to sustainable tourism were fair trade in tourism & adventure
tourism TO…
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2007:
A k
ey
year
Voyages-sncf.com launched the French
Responsible Tourism
Awards with Yann Arthus Bertrand
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2008-2
013 Adventure tour-
operators, fair-trade in
tourism, CSR in large
TOs, certification development in hotels
& new trends & expectations of french
tourists…
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New trends &
expectations of french tourists
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New
ex
pect
ati
ons Emotion
ExperienceMeetingsLearning
Participation
Exchange
WellnessNature
JoyDisconnectionRelaxation
Fun
Discovery
Committment
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New
tre
ndy
form
s of
touri
sm Creative tourismParticipative tourismEcomobility
Slow tourism
Voluntourism
Ecotourism
Share economy in tourism
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An in
tere
st f
or
resp
onsi
ble
touri
sm
71% of the tourists on
Tripadvisor want to do
an eco-friendly trip;84% of the French say
they have heard spoken of responsible
tourism (Voyages-sncf.com-2013)
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Several name used – all painted with the
same brusch
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The d
iffere
nt
nam
es
for
sust
ain
able
to
uri
sm f
orm
s
Tourisme durable, tourisme responsable,
écotourisme, tourisme
équitable, tourisme solidaire, tourisme éthique, tourisme communautaire, tourisme participatif,
tourisme créatif, volontourisme, écovolontariat
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Whic
h t
erm
is
well
know
n?
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French
people
thin
k th
ey
alr
eady
trave
lled in
a
resp
onsi
ble
manner…
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A d
ifficu
lty
to fi
nd
info
rmati
on… 64% say it is somewhat or very
difficult to find information to organize a responsible
trip (72% of the 18-24
years old)
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Which stereotypes ?
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Exp
ensi
ve &
not
so a
ttra
ctiv
e
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Resp
onsi
ble
tri
p
= r
ura
l touri
sm
71% think a responsible trip must
be in the countryside,
34% in guest rooms,
16% in the high mountains, etc..
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Hote
l clu
b &
seasi
de
touri
sm c
annot
be
sust
ain
able
touri
sm
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Tow
ard
s part
icip
ati
ve
& c
reati
ve t
ouri
sm…
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How to adapt your communication to catch the french market?
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What
stra
tegy?
It depends of your targets, not of the kind
of products your are
selling or the degree
of committment of your company..
Necessity to come back to the roots of tourism marketing. Communicate on the
benefits of the products for the client
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For
adve
ntu
re
tour-
opera
tors
Speak about the experience for the tourists by the immersion in the nature & meetings with local population
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For
com
munit
y-base
d t
ouri
sm
org
aniz
ati
on
Speak about immersion, price transparency, storytelling of the project. In french, you
can speak about Tourisme Equitable et
Solidaire.
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For
volu
nto
uri
sm
org
aniz
ati
on
Speak about immersion, positive impacts, social & financial transparency,
capacity building & storytelling of the project
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For
upsc
ale
&
luxu
ry h
ote
lsSpeak about experience, wellness,
quality, disconnection
& storytelling of the committment/CSR
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For
hote
l clu
b &
se
asi
de t
ouri
smSpeak about wellness,
quality, fun & storytelling about your
committment (meals,
water, energy, positive
impacts on local community, etc.)
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Thank you!
Guillaume CROMER
ID-Tourism, International Coalition for Responsible
Tourism, ATD-Acteurs du Tourisme Durable
[email protected], France