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.