Program
The pre-program was slightly modified on October 31
9h30 : Opening of the Meetings
10:15 - 11:30: Panel 1: Cultural destinations: new dynamics, success factors and new challenges
Culture is a major component of the activities practiced by most people who travel, near or far. It even seems destined to grow in importance.
Aware that a rich cultural offer, innovative and creative in its proposals, is increasingly decisive in terms of image and tourist attractiveness for a destination, local actors and public officials often clash, However, it is difficult to draw up a cultural and tourist development plan that forges close links between the two professional worlds, fully collaborative.
So how do you put arts and culture at the heart of a territory’s tourism strategy and in the tourism experience? What global approach, necessarily bold, what engineering and what skills does this entail? How can we make the local population a major player in this dynamic? What can ultimately be the factors of success?
Apart from destinations historically rich in heritage, institutions and cultural events, others have also gradually acquired an identity of cultural destination and a strong reputation.
If the contexts of each are different, they have undoubtedly demonstrated that, based on culture, cultural policies and solid strategies, it is possible to create a real passion for a destination, or even a destination itself!
How did they build, and maintain, this cultural, artistic and creative abundance rooted in the territory, in its living culture, offering visitors to share moments of life with the residents, and whose mark they bear today?
Whether they are “historic” or younger, what are the main challenges facing these destinations in the face of the strong developments in tourism today? What changes do they perceive, each other, in terms of the expectations and behaviour of visitors in particular? In this case, what progress remains to be made in bringing together tourism and culture stakeholders?
Speakers: François Bédard - Professor, Department of Urban and Tourism Studies, Université du Québec à Montréal; Director, Centre of Excellence for Destinations / Florence Beyaert – Chairman of the Management Board PARISCityVison / Jean Blaise –Director of Travel to Nantes / Bernard Faivre d'Arcier – Project Manager for the French Capitals of Culture, President of the Biennale de Lyon
11:35 - 12:50: Panel 2: Culture and tourism: thinking about innovation and new models
Innovation in tourism is undergoing dramatic technological developments that are changing travel experiences and behaviours in many ways. However considerable these changes may be, innovation is not confined to the technological dimension alone. It covers many other realities.
Another development must also be taken into account: the emergence of new forms of tourism, more experiential, towards the search for global experience. Nomadic, very demanding of information in order to choose alone and freely, a «new visitor» now becomes important. He wants to be able to immerse himself, participate, create.
In this unique context, anticipating the evolution of demand and needs, the new trends, including those brought by the new generations, represent a major challenge.
To respond qualitatively by the creation of new, original, more immersive offers, allowing the visitor to be fully involved in the discovery and to invest new territories, and imagine the services related to them, is now a major dimension of innovation in the tourism sector.
In the field of culture, there are many examples. The trend is towards diversified and very extended offers, the creation of hybrid places, allowing to share places of life, like new forms of hospitality between residents and travelers.
In its many forms, tourism and cultural innovation emanate from a diversity of actors: new, and «traditional» actors, bringing about transformations.
How, for example, to think tourism differently? How can tourism become the engine of an inclusive and sustainable economy at the service of a reasoned and balanced development of territories, respectful of the socio-cultural authenticity of the host communities, their heritage, their natural resources and diversity?
Through new approaches, many players have now fully integrated the principles of sustainable tourism in their strategic management of tourism activity and in the offer they offer.
Finally, how can cultural and tourism innovation be currently understood, implemented and supported at the scale of large regions and territories?
Speakers: Emmanuel Bobin - Director of the Open Tourism Lab/ Laurent Mazurier - Director of the association Small Cities of Character® of France / Madly Schenin-King – Director, Territorial Tourism and Marketing Agency Majorin, Director of VTA Magazine / Frantz Steinbach – Cultural entrepreneur, referent on theFrance’s night tourism appeal"
11:35 - 12:50: Workshop 1: Promote its territory and develop its international appeal through a shared identity and a valued culture
The workshop consists of two sequences of the same duration:
1/ presentations made by the speakers,
2/ exchanges with the room; questions and testimonies brought by the participants in the Meetings
Attractiveness in a territory with a very strong cultural identity: what innovative territory strategy in order to implement territorial marketing approaches that are increasingly open, creative and participatory?
«For a supportive and attractive Finistère, a citizen brand » a common banner that brings together local actors, because it resembles them.
ALL “Around the Louvre-Lens”: build a cultural destination of the latest generation. Actors and territories different but with a base of common values, united under a banner to develop an international attractiveness. The example of the Japanese market.
These two cases require the implementation of advanced, agile and creative territorial engineering.
Speakers: Norbert Crozier – Director of the Louvre-Lens Tourism Mission/ Albine Villeger – Brand Manager Everything Starts in Finistère »
11:35 - 12:50: Conference 1:Creative tourism, a new generation of tourists
Today, the traveller is increasingly demanding to be fully involved in the cultural experience, to fulfil himself personally and to invest in new territories. He is highly demanding of social interactions. The integration of creative content and activities into the tourism experience is the path that creative tourism takes.
This applies to traditional cultural, artistic and creative practices (crafts, know-how, intangible heritage), but not exclusively. Built around the active participation of the tourist, actors, professionals and local designers, this innovative form of tourism gives the traveller the opportunity to develop his creative potential based on the local characteristics of the territory he visits.
Creative tourism opens new avenues of differentiation for destinations. It adds value by attracting a new generation of tourism, boosting the image and attractiveness of a territory while helping to safeguard its cultural heritage. It promotes the development of creative industries and activities, and even creative exports » !
For the French territories, this represents a great opportunity and multiple avenues of action that the participants of the Meetings are invited to discover.
Speaker: Caroline Couret – Creative tourism expert, President of Creative Tourism Network
1 - 2:30 pm: Lunch break and access to the museum
2.30pm - 3.45pm: Round Table 3: Building dynamics of development and attractiveness through asset valuation
France has an invaluable heritage. Our country is dotted with monuments, gardens, buildings and remarkable sites. This heritage is a real lever for the revitalization of the territories and their economic development. It is also a powerful factor of tourist attractiveness, for a sustainable tourism.
Its preservation and enhancement mobilize on a daily basis a large number of public and private actors, communities, elected officials and the State, whose action is based, since November 2017, on a multi-year strategy for heritage. The success of the incentive fund for small municipalities for the restoration of protected heritage, endowed with 15 million euros and established in 2018, and support for the upgrading of historic centers in situation of desertification in connection with the plan «Action Cœur de ville» are, among others, two illustrations of this commitment.
The tourist attractiveness of France has largely been built on the richness of its historical and cultural heritage, especially vis-à-vis international markets. Clearly, it can act as a catalyst for tourism demand, which has also become more demanding and in search of authenticity, identity, unusual and innovative experiences. Heritage tells a story, it offers an authentic and unique setting, it is anchored, rooted in the territory of which it forms part of the identity.
But this asset is very fragile. Many constraints weigh on its future, the first of which is the question of its maintenance and its conservation, resulting in a very significant financial cost.
A possible answer is the promotion of historical monuments and the development of facilities and services within them. This requires long-term investment and, sometimes, the establishment of new legal and financial arrangements. It led to the completion of a feasibility study, co-funded by the Enterprise Branch, the Caisse des dépôts and the Ministry of Culture, conducted in 2017 and published in June 2018.
A return of experience on these tourist developments from heritage and historical monuments is also on the agenda of this round table.
Speakers: Didier Herbillon – Mayor of Sedan / Franck Jaclin – Kergroadez Site Manager / Marie-Christine Labourdette - President of the Cité de l'Architecture et du Patrimoine / Martin Malvy - President of Sites & Cités remarquable de France, former Minister
14h30 - 15h45: Workshop 2:Digital revolution at the heart of tourism and cultural innovation
The workshop consists of two sequences of the same duration:
1/ presentations made by the speakers,
2/ exchanges with the room; questions and testimonies brought by the participants in the Meetings
What new digital products and services for cultural tourism and its development?
After augmented reality, Sky Boy invents the superimposed reality ', a patented innovation to superimpose a layer of virtual on the real. Mobile apps immerse the visitor in an action at the exact place where they are.
Hackathon Memory: write the « story » of men alongside the « great history of France » by collecting and digitizing in a weekend the collective memory of women and men who have preserved anecdotes, documents, objects and memories of personal or inherited life. New data generated, or digital solutions invented, feed national platforms Hackathons MEMORY and DATAtourism.
The National Monuments Centre has created its own incubation program: the Heritage Incubator. Its objectives: to accompany young companies that wish to renew the vision and visit of the heritage, to provide them with experimental grounds, to build bridges between heritage, heritage and future.
Speakers: François Goemarre – Director of Sky Boy/ Pascale Luciani-Boyer - President of Hackathon Memory / Laure Pressac : Director of the National Monuments Centre’s Strategy, Foresight and Digital Mission
14h30 - 15h45:Conference 2: Know-how tourism and business visit, an opportunity for the territories
Know-how tourism is today a sector in strong development. It is of increasing interest to families, young people, pensioners and foreign audiences who visit French companies in search of alternative and participatory experiences. It represents a full dimension of cultural tourism.
By welcoming visitors, companies showcase their heritage, their roots in the history of the territory, their techniques, their innovations, their archives, their products but also a whole segment of French excellence. They also show that an enterprise is not only a place of production, but also a place of culture, a space for the dissemination of scientific, technical and industrial culture.
Know-how tourism enables the tourism offer of our territories to be renewed, to reinvent itself and to meet the expectations of constantly changing audiences. In 2017, businesses welcomed 13 million visitors.
A leading player in know-how tourism in France, the association Entreprise et Découverte accompanies many companies in all sectors of activity, and territories, to create tours, evaluate and professionalize the offer, to train entrepreneurs and employees.
It is precisely this experience that Enterprise and Discovery comes to share with the participants of the Meetings.
Speaker: Cécile Pierre - General Delegate of Enterprise & Discovery
4pm - 5pm: Panel 4: Integrate cultures and identities of the territory into the tourism experience
Beyond the built and movable heritage, the discovery of a territory also passes through its living culture, its identity, its memory.
This essential component is also at the heart of new tourism trends and the search for a richer global experience, in search of authenticity, based on the true encounter with a space and its inhabitants: tourism as an excursion behind the scenes of local life.
Long centred on symbolic and prestigious places, cultural tourism is today more defined around a wide range of offers and cultural experiences, allowing to discover the multiple expressions of culture that characterize a territory.
The creation of tourism based on what is by definition intangible is not obvious. It is a question of «materializing the intangible», of guaranteeing the visibility of local cultural practices and, in any case, of organising the setting in tourism of spontaneous approaches, without distorting them.
How can we account both for living memory and for cultures that are renewed, and that still carry creation today?
Finally, the plurality of actors to be involved and the lack of landlord » particularly question the organisational systems to be implemented.
The round table will therefore look at ways to create meaningful, relevant offers touristically, acceptable to local actors and generators of local development.
Speakers: Catherine Bertram – Director of the Mission Bassin Minier Nord-Pas de Calais/ Yann Grienenberger, Director of the Meisenthal International Glass Art Centre/ Pierre Sabouraud - Director of Saint-Nazaire Agglomération Tourisme
17:15: Closing interventions
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