7. MAIN CONSUMERS AND TRADE FAIRS IN FRANCE

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1 6. INTERNET, THE PLACE TO BE Top 5 travel websites With 31.3 million Internet users (50% of the French population) and 12.6 million Internet hosts, France is one of the Top European countries for Internet usage. More than 13.4 million French people make purchases online : consumer confidence with online services and e-business is high. Travel is an important on-line sector : in 2007, online holiday sales increased by 26% for a global turnover of 5.3 billion (compared to 1.4 billion in 2003). E-tourism is now the 1 st e-commerce sector. In 2007, 44% of the French population used the Internet to plan their holidays ; 25% totally booked their trips online (without using any other tool). Note that 71% of the 65+ years old segment - who go on holidays and are Internet users -prepare their holidays online. French web users use Internet to buy or book : Tickets (airline, train ) : 40% Accommodation : 30% Villas, camping, renting : 16% Car renting : 8% Activities : museums, shows, visits : 6% RANK Website Coverage % (4 th trimester 2007) % % % 4 4% % The foreign tourism board s websites have a very low audience in France ( visitors in total in January 08). They are not adapted to the consumer needs : more colours, clearness, dynamism, pictures, easy access to practical information, links to promotional offers, good French language are required by the French Internet users. 7. MAIN CONSUMERS AND TRADE FAIRS IN FRANCE FAIRS TARGETS PLACE NICHE NUMBER OF VISITORS visitors Top Resa Trade (TO, TA, media) Paris General / 09 / journalists Le Grand Salon du Mariage Weddings / honeymoons Consumers Paris / 10 /2008 de Paris Salon nautique de Paris Consumers Paris Sailing visitors 5 14 / 12 / 2008 DATE ILTM International Luxury Travel Market Investors Buyers (trade / corporate) Cannes Luxury visitors /12 / 2008 Salon de la Plongée Consumers + Trade Paris Diving visitors 9 12 / 01 / 2009 Salon des Grands Voyageurs Consumers Paris Ecotourism 1 st edition in /01 / 2009 Mahana Lyon Consumers Lyon General visitors 6 8 / 03 / 2009 Outdoor activities / Destinations Nature Consumers Paris Hike visitors /03 /2009 Ecotourism Le Monde à Paris Consumers + Trade Paris General trade visitors consumers visitors /03 /2009

2 8. FRENCH MARKET & CARIBBEAN DESTINATIONS 8.1. Key figures and European markets chart for Caribbean French tourist arrivals in Caribbean - Period 2000 / 2007 Peak season in Guadeloupe Period of growth Decrease period due to a drop in Guadeloupe arrivals Effects of September 11th Source : Caribbean Tourism Organisation and membercountries Slight increase European markets chart for Caribbean in UK 26.7% arrivals 6 6 NETHERLANDS 6.9% arrivals GERMANY 8.4% arrivals 1 FRANCE 27.8% arrivals ITALY 7.5% arrivals 3 3 SPAIN 11% arrivals Note : French Caribbean represent 59.9% of the French arrivals in the Caribbean region.

3 8.2. Caribbean destinations charts RANK DESTINATIONS Number of French visitors in 2007 MARKET SHARE 1 Martinique * 29.9% 2 Guadeloupe * 26.3% 3 Dominican Republic % 4 Cuba * 7.8% 5 St Martin * 4.8% 6 St Maarten % 7 Venezuela % 8 Bahamas % 9 St Lucia % 10 Jamaica % 11 Belize % 12 Antigua & Barbuda % 13 Dominica % 14 St Vincent & Grenadines % 15 Puerto Rico % 16 Bermuda % 17 Trinidad & Tobago % 18 Grenada % 19 Saba % 20 Bonaire % * 2006 figures Sources: Data supplied by member countries 8.3. Caribbean products in French TO brochures Tour operators : Around 140 French TO feature the Caribbean destination in France : 1/3 are generalists (tours and stays) and the others are specialists in cruising, diving, golf, watersports, honeymoon, hiking, Gay & Lesbian, adventure More than 60 TO : Dominican Republic, Guadeloupe, Cuba and Martinique More than 25 TO : Bahamas, St Martin, St Lucia, Venezuela More than 10 TO : Anguilla, Antigua & Barbuda, Barbados, Belize, Bonaire, Dominica, Jamaica, St Maarten, St Barths, St Vincent & Grenadines 7 destinations are almost absent in the French production : Bermuda, Guyana, Haiti, Montserrat, Suriname, USVI. Note : List of French TO featuring the Caribbean available from CTO c/o Interface Tourism France at caraibes@interfacetourism.com Products analysis : In France, Caribbean destinations are typically positioned as Sea, Sun & Beaches destinations. They are promoted and sold as destinations offering : beaches & rest, watersports and activities, nature trails & discovery tourism and cultural activities. Seaside stays represent 49% of the Caribbean production in France. Tours represent 26% ; cruises represent 11% ; and islands hopping represent 7% as well as villas renting. Accommodation included in packages are mostly 3* hotels and 4* hotels (around 70% of the production). Average rates are between (tours 7/9 days) and (honeymoon package 8 days). Niche offer : Caribbean destinations are renowned in France for : diving, honeymoons, cruises and golf. These niche products still have a big development potential in France : the number of these product lovers is increasing and now, more and more TO have chosen to develop a segmented offer.

4 8.4. Clientele segments Main French clientele segments travelling to the Caribbean are: 1. Couples years old 2. Honeymooners (Note: weddings in France in 2007; 99% go on honeymoon). 3. Young seniors years old 4. Families Specific segments are: Golfers: French golfers in total Divers: divers in France ; among them, travel abroad to dive Sailors Luxury: 2% of the French population is concerned by the luxury market 8.5. Air flights from France 4 regular airlines (and soon 5) operate direct flights from France to the Caribbean (Guadeloupe, Martinique, St Martin, Dominican Republic, Cuba, : Air France, Air Caraibes, CorsairFly and Cubana de Aviacion. In December 08, XL Airways will launch a new direct and regular flight from Paris to Nassau (Bahamas). To join the other Caribbean destinations, French travellers must take connecting flights with stops in: Caribbean, Europe or USA. Note that the French tourists living outside Paris region do not mind to take a connecting flight stopping in an European airport. Sometimes, it may be easier for them than joining Paris The competitors The Caribbean is facing increased competition from the Indian Ocean and Asia-Pacific countries. In the French market, the Caribbean competitors include: Sea & Sun middle-haul destinations : Senegal, Tunisia, Morocco, Egypt, etc. Indian Ocean destinations : Mauritius Island, Reunion island, Seychelles South-East Asia destinations : Thailand, Philippines, Arabian Emirates : Dubai, Abu Dhabi 8.7. The Strengths and Weaknesses STRENGTHS WEAKNESSES Caribbean destinations answer to the French tourists expectations : Sun, Sea, Exotic, Rest and a wide range of activities. Rate competitiveness in relation to their main competitors. Ecotourism and Culture actual offer / potential Strong knowledge of some Caribbean islands. Safe destinations. Easy air access (8 hours direct flight) from Paris to some Caribbean islands : Martinique, Guadeloupe, St Martin, Dominican Republic and Cuba. According to the destinations, possible difficulties of the air access Slight or nonexistent knowledge of some Caribbean destinations. In spite of the potential of the market, limited marketing representation and actions in France : only 12 tourist boards in Paris with often small teams and reduced budgets. Strong lack of promotion except Dominican Republic, Cuba and French Caribbean : French people lack information on the diversity and the beauty of the Caribbean. Wide range of activities and possibility to offer multi-activities products : diving, hiking, water sports, golf, culture interests, etc. Favourable exchange rate/currency. Minor customs formalities No specific health formalities French market development opportunities Develop the Winter sun destination positioning : for 15 years, the number of French tourists traveling abroad during the winter season has multiplied by 5! Emphasize more on Ecotourism (nature, fauna, flora, parks, ) when promoting the Caribbean Develop and communicate more on cultural products including heritage, cultural events, museums, meetings with the locals, art de vivre and gastronomy, guest houses Develop combined products and island hopping offer to discover several islands. Position in the up-market segments. Develop the multi-niche product. Communicate more on the uniqueness and complimentary aspects of the Caribbean destinations.

5 9. MARKETING TIPS TO GET THE FRENCH CLIENTELE France is a complex market in terms of trade forces (many players, etc.). To reach the final consumer and to increase the number of French tourists traveling to Caribbean, it is essential to develop a strong strategy focused towards 3 targets : the trade (TO, TA and MICE agencies), the press and the consumers. 1 st step : To cooperate and develop direct business with tour operators in order to increase the Caribbean s visibility in French brochures French TO work mainly with inbound agencies (and more rarely with accommodation and tourism service providers directly) To work with French TO, the industry must propose: High-quality and suitable products Comfortable but above all charming and authentic accommodation Reasonable rates French-speaking guides Allotments (when working with large or group TO). Contracts with TO are signed in May of the preceding year for Winter brochures and in October of the preceding year for Summer brochures. Bookings and /or requests should be handled fast Some TO demand a financial participation for the brochure entry All French TO work on the basis of written contracts French TO are waiting for strong marketing assistance from the tourism boards (co-branding campaigns and actions). 2 nd step : Trade promotions to increase awareness of travel agencies and other intermediaries In France, TA play an important role in the consumer s final choice : they can influence the decision by advising them on the destinations they know / prefer. The best way to meet TA is to develop partnerships with TO and to organise joint activities (including gifts and competitions to win trips!). Despite the importance of the Internet, it is still recommended that individual or joint brochures and flyers are produced. Posters and window displays are also very well received by TA. Marketing actions : Training programmes, roadshows, Fam. trips, working with the trade press (PR programme, ad campaigns ) 3 rd step : To reach and to persuade consumers Be present on the Web! Media are the most important sources of information for holiday planning : a very important part of promoting a destination is regular public relations and press activities including : regular releases, press trips, conferences, advertising campaigns, arrangement of TV and radio travel features, arrangement of specials in consumer printed and online magazines Messages must be clear and singular to raise the interest and seduce the targeted audience. Consumer tourism shows are also a good way to meet directly the consumers. It is strongly advisable to join a Caribbean village to reinforce the impact of your presence and to be more visible. Producing brochures in French is also advisable Marketing actions : Advertisement, PR, consumer shows, street marketing, co-branding actions,... Marketing actions : Fam. trips, sales calls and visits, workshops and roadshows, trade tourism fairs,

6 CTO-Barbados CTO-New York CTO-London CTO-Canada CTO-Netherlands One Financial Place Collymore Rock St. Michael, BARBADOS Tel: +1 (246) Fax: +1 (246) Broad Street 32 nd Floor New York, NY 10004, USA Tel: +1 (212) Fax: +1 (212) The Quadrant, Richmond Surrey, ENGLAND TW9 1BP Tel:+ 44(0) Fax:+44(0) Bloor Street West Suite 2601 Toronto, Ontario, CANADA M4W 3E2 Tel: Fax: c/o AviaReps BrouwerBetist Beechavenue PP Schipol-Rijk Tel: Fax: CTO-France CTO-Italy CTO-Spain CTO-Germany CTO c/o Interface Tourism 11 bis rue Blanche Paris, FRANCE Tel: +33 (0) Fax: +33 (0) CTO c/o Interface Tourism Corso Vercelli, Milano, ITALY Ph Fax CTO c/o Moonshine Marketing Cardenal Cisneros, Madrid Tel.: Fax: c/o Inex Communications Postfach Nidderau Tel: Fax: This document was created by Interface Tourism, The CTO representative company for France, Italy and Spain - July 2008