Dominique LEGRAND
Head of Tourism Department
Chamber of Agriculture of Rhône
Director
Departmental Association for Rural Tourism
04 72 77 17 54
[email protected]
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Rhône-Alpes, a region as big as Switzerland
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Rhône department , 1.7 million people
Lyon, 500 000 people
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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.
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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 »
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Organization of Tourism in France
Régional
National
ORGANIZATION
STATE
Ministry of Tourism
Department of Tourism
The Atout France Agency»
MISSIONS
Promotion of France
Marketing survey and
observatory
Ministry of Agriculture
…
National Federations for Tourism
REGION (22 in metropole)
Regional Councils
Regional committee for tourism
finance local development
plan
promote tourism for the
region
Regional Federations
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Organization of Tourism in France
Départemental
ORGANIZATION
MISSIONS
DEPARTMENT (96 in metropole)
Departmental council
> finance departemental
organizations who employ
advisors in local development
> finance private tourism projects
* Departmental committee
for tourism
*
*
*
*
> Promote Rhône tourism
Chamber of agriculture
> Relais Bienvenue à la Ferme
Departemental associations > Relais des Gîtes
Chamber of trading
Professionnels corporations….
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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 (36 700 in metropole)
* Tourist Offices
> highways , amenities,
environment management
> promotion, animation, welcome
* Tourist providers : private accomodation, restaurants, places to
visit, farmers, local produce providers...
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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
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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
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The success of rural tourism
depends on potential customers,
subsidies should be a boost at
startup
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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)
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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.
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40-year history of rural tourism in the Rhone…
The choice to create a local organization and to
promote rural tourism through national labels…
1966 1st 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
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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 2nd booking agent was hired
1999 1st website
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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
1974 80 accomodations or farm to visit
2013 900 accomodations or farm to visit
50 % of accomodation’s owners are farmers and
most of them are winemakers
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Impact of EU programs in the Rhone…
The Leader initiative was established 20 years
ago.
Leader 2007-2013 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.
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2 areas
concerned in
the Rhône
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Impact of EU programs in the Rhone…
Location of
•Accomodations
Location of
•farm-inn
•educational farms
•campsites
•Bed and
Breakfast
(vineyard,
highway,
touristic roads)
(small hills with
forests and area
of breeding)
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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.
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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)
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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 !
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Organizations promoting French rural tourism
Gîtes de France 60 000 accommodations
(private)
(creation 1955)
Clévacances
29 000 accommodations
(creation 1997) www.clevacances.com
(public)
Logis
(private)
Bienvenue
à la Ferme
(public)
3 000 hotels
http://www.logishotels.com/en
5 800 providers (création 1989)
www.bienvenue-a-la-ferme.com
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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)
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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.
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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.
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The national website 10 millions visitors …
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The departmental website 100 000 visitors…
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Rural Gîte
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.
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Rural Gîte
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.
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An average investment of 58 000€
Average
Average
43 %
Average
Average
length of rentals: 16 weeks per year
level of occupation throughout the year
income per year : 5 700 €
price per week:
- 408€ in high season
- 267€ in low season
- 167€ per week end
(Minimum pay for a employee : 1 055 € per month)
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Gîtes de France Rhône
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Gîtes de France Rhône
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
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An average investment of 15 000 € per room
Average length of rentals: 80 / 100 nights per
year/per room
Average income per year/per room : 5 000 €
Average price per night for 2 people : 50 €
breakfast included and 17€ for table d’hôtes
meal.
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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…
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Gîtes de France Rhône
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.
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BIENVENUE À LA FERME
A trademark belonging by the national
administration of the Chamber of
Agriculture since 1988
5800 farmers provide 7000 tourist services
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National website Bienvenue à la Ferme
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BIENVENUE À LA FERME
96 departemental offices
17 regional offices
A team of over 80 people working with
property owners
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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
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CAMPSITE ON FARM
For tent or caravan
Number of place limited to 6
Sanitary arrangements, leisure
amenities are required
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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 : 40 000 € /
60 000 €
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SNACK ON FARM
Possibility to taste sweet or
savoury food made only with
local produce
Required equipment :
reception room and toilets
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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
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LOCAL FARM PRODUCE
Possibility of produce sale
directly on the farm with
garanties for customers both
of local origin and local
processing.
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EDUCATIONAL FARM
Only for schoolchildren
specific training is required
The farmer must create
teaching tools.
A reception room and toilets
are required
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Thank you for listening !
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