For the first time ever, Atout France Canada ventured into the virtual world earlier this month to bring the country’s tourism industry together with close to 100 journalists and influencers to remind them – and more importantly their readers – that France will be ready “when international tourism resumes next year.”
Notably, the first-ever Back to France Press Forum spanned five full days and included neighbouring Monaco and far-flung territories Martinique and Tahiti.
The unprecedented event (which followed the similar France 360 event for tourism professionals in the Americas in October) was necessitated by reciprocal pandemic-related travel restrictions in both France and Canada, and lasted even longer than the concurrent World Travel Market in London, indicating the commitment of Atout France (the France Tourism Development Agency) to this country, said Mélanie Paul-Haus, the organization’s Canadian director.
Paul-Haus said the tourism agency and its partners were “thrilled” to reconnect with the Canadian market and eager to help to prepare for the full post-pandemic return of long-haul travel. “We miss you!” she declared.
The Forum kicked off with an exclusive performance by Quebec-based pianist and composer Alexandra Stréliski – an “artistic moment” symbolizing France’s cultural DNA – followed by two days of presentations on diverse subjects and press conferences, ranging from gastronomy and “French know-how” to underwater heritage and sustainability, as well as updates and messages from partners including Air Canada and Club Med.
In a particularly moving moment for the Canadian participants, François Bergez, Director of Somme Tourism, marked Remembrance and Armistice days with a special message from the Beaumont-Hamel Newfoundland Remembrance Site.
For the next three days participants delved into destination news from across the country (and beyond) via individual virtual meetings (videoconferences) on the Back to France Press Forum platform.
“France continues to innovate and modernize its offer, whether it be cultural sites, museums or accommodation,” said Atout France CEO Caroline Leboucher. Recalling the historical ties between France and Canada, she added, “We look forward to welcoming Canadians and hope that they will keep their habit of long stays.”
Meanwhile, a statement sent by France ambassador to Canada Kareen Rispal said, “The health crisis and border closures have strongly impacted the tourism sector, which, for the most visited country in the world and for a sector that represents 7.4 percent of the French GDP, is not without consequence.
“But France is particularly dynamic in its efforts to revive the economy, and the tourism sector has already benefited from a €1.3-billion investment plan, among other measures. This Atout France Press Forum helped to better understand how to work with media toward recovery, but above all to make fans of France dream and invite them to come back soon.”
(Watch for more France news in coming issues of Travel Industry Today.)
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