This two-part report on tourism is an excerpt from a thesis on tourism presented by Nicolas Capitoni, who graduated in International Affairs and specialized in tourism. The second part will appear next Monday.
The French Riviera: Its Own Attraction Power
The diversity of the PACA region certainly consolidates this original appeal. It is also true that the French Riviera offers ideal conditions for tourism, boasting long coastal beaches and several ski resorts. Its cultural heritage is also one of its strengths… But it is within this asset that weakness has found its home! Having relied too heavily on its achievements for too long, the image of the French Riviera, fixed on this capital, has aged poorly… The high-end market no longer constitutes the essential portion of tourism, which is now marked by a mass phenomenon whose quantitative aspect has not compensated for the slowdown in spending by affluent customers. There is no longer adequate valorization of the heritage, and, even despite projects being implemented like the Mémo e-Ten European Project coordinated by the Nice Côte d’Azur Chamber of Commerce and Industry, a genuine cultural dynamism seems to be lacking in the region.
Will the tramway works contribute to improving attractiveness? Some uncertainties remain… Nonetheless, we must remain confident: various developments and renovations of infrastructure, particularly roads in and around Nice, are likely to generate renewed interest. But this awareness has been delayed. Major cities like Barcelona, Paris, or London had already made the necessary efforts to rejuvenate their tourism a few years earlier. The French Riviera, on the other hand, was slowing its progress.
Confusion of Organizations
Having established this first observation, another is clearly imposed: there appears to be regrettable confusion among the various institutional tourist organizations of the French Riviera. It must be acknowledged that the positions of each (Regional Tourism Committee, Tourism Department of the Nice Côte d’Azur Chamber of Commerce and Industry, General Council 06, PACA Regional Council) are not clearly identified. It is important to define the roles of each institution to find synergy and perhaps complementarity. It is evident that events such as the Tourism@ Awards or the Cruise Club manage to bring together the skills of each organization. However, this cooperation remains occasional. There is no real coordinating tourist organization in this field.
The Question of Acropolis Palace in Nice
Business tourism has not developed as it should have, as evidenced by the current situation of the Acropolis Palace. For the city of Nice, the palace was long managed by an association, risking its credibility in business dealings with a significant deficit and, above all, insufficient quality regarding events. After at least a controversial public acquisition offering, GL Events (a global group in the event sector) positioned itself and succeeded in purchasing the Nice structure. This choice should prove to be wise: better promoting Nice internationally is crucial given the tourist situation. However, the choice of location by the former deputy mayor of Nice, odd in some respects, has heavily impacted the functioning of this structure. The choice is all the more questionable as there are no luxury hotels or restaurants near the Palace.
Lack of Responsiveness
The French Riviera does not appear responsive enough to new forms of tourism…
New trends represent a very interesting percentage of global tourism. “Agritourism,” youth tourism, senior tourism, or economic discovery tourism now represent the major axes to consider for those wishing to develop tourism in the French Riviera.
Regarding agritourism, it must be recognized that Italy has performed much better in this field. While the French Riviera does not show any natural disposition in this sense, Italy has been able to capitalize on this phenomenon with the Tuscany region. A tourist phenomenon greatly appreciated by foreign customers, confirmed by the enthusiasm of 44.5% regulars.
Geographic and Cultural Proximity…
It must be acknowledged that more recently, the institutions of the French Riviera have greatly improved security conditions for tourists, particularly for Italians. Indeed, zero crime will never exist, one must be aware of this! But does the French Riviera really give itself the means to fight this scourge?
A “Tourism Security Commission” has been created. We must not forget that the number of assaults and other thefts remains unacceptable: more than 746 smash-and-grab thefts over the first eleven months of 2006.
“Low Cost” and New Destinations
Italy has nothing to envy about the situation of the French Riviera. It’s a recent market, and the Italians are beginning to discover their country and accord it greater interest. It’s not surprising, therefore, that the number of transalpine customers is decreasing on the French Riviera.
Several elements have accentuated this trend: The development of “Low Cost” airlines has played a key role in the decrease of Italian attendance on the French Riviera. This phenomenon has grown much more rapidly in Anglo-Saxon countries. The British clientele has gradually caught up with the Italian clientele and now joins them at the top of the Riviera. It is important to note here that, between 1996 and 2006, the “Low Cost” traffic for an airport like that of Nice gained more than 33 points.
Regarding tourist behaviors, attitudes have somewhat changed. The trend today is towards short stays and last-minute bookings. The rise of the Internet has considerably evolved the offer and demand in this perspective.
Establishing bridges, creating collaborations between Italy and the French Riviera could constitute solutions to reinvigorate the Italian presence in our region. Reinventing the assets of tourism, knowing how to better highlight them in order to offer a new momentum should now be the priority of the French Riviera.
