Association for Rural Tourism - Rhône / Workshop on rural tourism - Ankara February 2013

Transcription

1 Dominique LEGRAND Head of Tourism Department Chamber of Agriculture of Rhône Director Departmental Association for Rural Tourism February

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3 Rhône-Alpes, a region as big as Switzerland 3 3/60

4 Rhône department, 1.7 million people Lyon, people 4

5 The rural tourism can be develop with subsidies for projects but also with an efficient organization for the promotion of tourism at local and national level. 5/60 12 February

6 PLAN 1 ORGANIZATION OF TOURISM IN FRANCE 2 TOURISM IN RURAL AREAS 3 WHAT IS AGRITOURISM? 4 EU PROGRAMS AND THEIR CONTRIBUTION 5 IMPORTANCE OF THE ORGANIZATIONS OF PROMOTING RURAL TOURISM IN FRANCE * THE NETWORK «GITES DE FRANCE» * THE NETWORK «BIENVENUE A LA FERME» 6/60 12 February

7 Organization of Tourism in France ORGANIZATION MISSIONS Régional National STATE Ministry of Tourism Department of Tourism The Atout France Agency» Ministry of Agriculture National Federations for Tourism REGION (22 in metropole) Regional Councils Regional committee for tourism Regional Federations Promotion of France Marketing survey and observatory finance local development plan promote tourism for the region 7/60 12 February

8 Organization of Tourism in France ORGANIZATION MISSIONS Départemental DEPARTMENT (96 in metropole) Departmental council * Departmental committee for tourism > finance departemental organizations who employ advisors in local development > finance private tourism projects > Promote Rhône tourism * Chamber of agriculture > Relais Bienvenue à la Ferme * Departemental associations > Relais des Gîtes * Chamber of trading * Professionnels corporations. 8/60 12 February

9 Organization of Tourism in France ORGANIZATION MISSIONS INTERCOMMUNAL *association of Rural Villages, County, protected areas > local Town and Country planning *association for promotion of local tourism Local COMMUNE ( in metropole) > highways, amenities, environment management * Tourist Offices > promotion, animation, welcome * Tourist providers : private accomodation, restaurants, places to visit, farmers, local produce providers... 9/60 12 February

10 Tourism in rural area Rural areas concerns 80 % of the french territory 16 % of expenses are for accomodation and 13 % for catering ¾ of the customers are French customers are retired people, families, groups of friends, local customers 10/60 12 February

11 Agritourism definition Tourist activities located on the farm The farm must be in operation The farmers, by welcoming tourist on the farm can have an exchange with customers and can explain their work. It s a diversification and a source of financial income The way to maintain or create jobs A solution to renovate and promote the built and natural heritage 80 % of agritourism providers have got rural accomodation 11/60 12 February

12 The success of rural tourism depends on potential customers, subsidies should be a boost at startup 12/60 12 February

13 DEVELOPMENT OF FRENCH RURAL TOURISM The development of rural tourism in France began 60 years ago. The establishment of paid leave was a major contribution for rural tourism. (5 weeks per year in France) 13/60 12 February

14 EU PROGRAM AND THEIR CONTRIBUTION The state, the departments and regions gave the first subsidies for the development of rural tourism with the support of the Ministry of Agriculture. Europeans funds brought extra support specially for less favoured areas. 14/60 12 February

15 40-year history of rural tourism in the Rhone The choice to create a local organization and to promote rural tourism through national labels st grants program for rural tourism by the Department 1974 The Chamber of Agriculture founded the Association for rural tourism with departmental funds (60 accomodations, one farm-inn and 3 campsites) Promotion of the national label Gîtes de France for rural accomodation 1988 Promotion of the national label Bienvenue a la ferme for Agritourism Activities 15/60 12 February

16 40-year history of rural tourism in the Rhone And to have a team of advisors and booking agents 1989 A local developper was hired 1990 A agency is created for renting accomodations 1991 A booking agent and a developper for agritourism was hired 1994 Implementation of sofware for selling 1997 A 2 nd booking agent was hired st website 16/60 12 February

17 40-years history of rural tourism in the Rhone In 30 years, the number of rural tourism providers has been multiplied by 10 in the Rhône accomodations or farm to visit accomodations or farm to visit 50 % of accomodation s owners are farmers and most of them are winemakers 17/60 12 February

18 Impact of EU programs in the Rhone The Leader initiative was established 20 years ago. Leader followed three Community Initiative Programs (Leader I, Leader II and Leader +) but only for the less favored areas of the department. For 2 years, farmers across the department can obtain funds from FEADER the consequence was, we had an increase in projects from winemakers. 18/60 12 February

19 2 areas concerned in the Rhône 19/60 12 February

20 Impact of EU programs in the Rhone Location of farm-inn educational farms campsites (small hills with forests and area of breeding) Location of Accomodations Bed and Breakfast (vineyard, highway, touristic roads) 20/60 12 February

21 Conditions for success in 5 points 1- Political and financial support at departmental level 2- Implementation of a pluriannual program for finance the departmental association (advisors, sells agents, promotion tools, website) 3- Implementation of grants for project leaders (departmental regional and european funds) with the condition to have the agreement of a national label. 21/60 12 February

22 Conditions for success in 5 points 4- Effective promotion of tourist activities with the notoriety of national quality labels 5- Support of the french organization of tourism (local tourist offices, departmental and regional tourist offices and national network) 22/60 12 February

23 Conditions for success! The role of advisors, competent, motivated and close to the ground! The big challenge of the web for promotion and commercialisation of rural tourism through the world! 23/60 12 February

24 Organizations promoting French rural tourism Gîtes de France accommodations (private) (creation 1955) Clévacances (public) accommodations (creation 1997) Logis (private) hotels Bienvenue à la Ferme providers (création 1989) (public) 24/60 12 February

25 The GITES DE FRANCE national network A national trade mark A 55 year-old network New, since june 2009 creation of urban accommodations (bed and breakfast and furnished appartments in town) 25/60 12 February

26 The GITES DE FRANCE national network OBJECTIVES Promote comfortable, friendly holiday stays Meet the needs of holidaymakers seeking authentic, convivial holidays in natural settings, peace and quiet, and wide open spaces Preserve and promote the French countryside Participate local development by providing additional income through tourism. 26/60 12 February

27 The GITES DE FRANCE national network In France, across the 95 Departmental Offices and the National Federation, Gîtes de France has a team of over 600 people working with property owners and holiday-makers. 27/60 12 February

28 The national website 10 millions visitors 28/43 Association for Rural Tourism in Rhône Workshop on rural tourism - Ankara February

29 The departmental website visitors 29/43 Association for Rural Tourism in Rhône Workshop on rural tourism - Ankara February

30 Rural Gîte G Private property that can be rented for a week (usually from Saturday to Saturday), a weekend or a short stay. Each home has reception rooms, bedrooms, kitchen and bathroom. The range of gîtes available is ranging from 2 to 10 persons. 30/60 12 February

31 Rural Gîte G The Gîtes de France label guarantees quality accommodation that complies with a national charter. Under this system, each gîte is awarded 1, 2, 3, 4 or 5 ears of corn. Each gîte is rated according to its surroundings, its level of comfort and its amenities. All gîtes are re-assessed at least once every five years and much more regularly if a customer has raised concerns about the property. 31/60 12 February

32 An average investment of Average length of rentals: 16 weeks per year Average level of occupation throughout the year 43 % Average income per year : Average price per week: in high season in low season per week end (Minimum pay for a employee : per month) 32/60 12 February

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34 34 Gîtes de France Rhône

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36 Bed and Breakfast Converted private homes (farmhouse, country cottage, castle) limited to 5 rooms For one or several nights, according to its level of comfort, each B&B is awarded 1,2,3, 4 or 5 ears of corn. A hearty French breakfast (home-made jams and pastries, fresh farmhouse bread, local cheeses and dairy produce) included in the price of an overnight stay A evening meal can be proposed and offers the possibility of sharing the hosts' family meals 36/60 12 February

37 An average investment of per room Average length of rentals: 80 / 100 nights per year/per room Average income per year/per room : Average price per night for 2 people : 50 breakfast included and 17 for table d hôtes meal. 37/60 12 February

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41 Gîte for group Large accommodation suited to families and groups (from 12 to 50 people) for a weekend or holidays Catering and leisure arrangements can be provided by the owner (breakfasts, meals, hiking, sports training periods). Suitable also for groups looking for a venue to hold a conference, a nature and discovery classe, a athletic course, a stopover for hikers, cyclists 41/60 12 February

42 42 Gîtes de France Rhône

43 GITE FOR CHILDREN For children (aged from 4 to 15) (minimum of 3 / maximum of 20) during school holidays. Families are carefully selected by Gîtes de France. They organize various activities : theatre, dance, painting, pottery, hiking, skiing, kayaking, riding, sailing, swimming. The smaller gîtes are often located on a farm, where the children can practice environmental activities. 43/60 12 February 2013

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45 BIENVENUE À LA FERME A trademark belonging by the national administration of the Chamber of Agriculture since farmers provide 7000 tourist services 45/60 12 February 2013

46 National website Bienvenue à la Ferme 46/53 Association for Rural Tourism in Rhône Workshop on rural tourism - Ankara February 2013

47 BIENVENUE À LA FERME 96 departemental offices 17 regional offices A team of over 80 people working with property owners 47/60 12 February 2013

48 BIENVENUE À LA FERME The VALUES -Welcome tourists to a farm -Promote the farming profession -Farm produce on-site -Preserve the agricultural and rural heritage 48/60 12 February 2013

49 CAMPSITE ON FARM For tent or caravan Number of place limited to 6 Sanitary arrangements, leisure amenities are required 49/60 12 February

50 FARM INN Auto supply : superior to 51% The menus are made only with local farm produce Average capacity 50 people Average menu price : 20 Income per year : / /60 12 February 2013

51 SNACK ON FARM Possibility to taste sweet or savoury food made only with local produce Required equipment : reception room and toilets 51/60 12 February 2013

52 THE «COUNTRY STYLE APERITIF AT THE WINEMAKER» Local produce are proposed to complete the wine-tasting. (the wines are from the winemaker) Local produce are supplied by other farmers in the neighbourhood. A guided tour of the vineyard can be arranged 52/60 12 February 2013

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54 LOCAL FARM PRODUCE Possibility of produce sale directly on the farm with garanties for customers both of local origin and local processing. 54/60 12 February 2013

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56 EDUCATIONAL FARM Only for schoolchildren specific training is required The farmer must create teaching tools. A reception room and toilets are required 56/60 12 February

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60 Thank you for listening! 12 February