Atout France celebrated “terroirs” – a word that summons images of an “idyllic countryside, promising delectable moments and making our mouths water,” at its 2020 Destination France roadshow events this year, which rolled across the country last week.
More than a hundred agents turned out in Toronto to meet French and local exhibitors at a trade show, learn about new products, and to witness the reveal of Destination France awards, which were voted on by travel agents. Other events were held in Quebec City, Montreal, and Vancouver.
“This year’s theme, Terroirs, was selected for one simple reason: France is a land of abundance that never ceases to inspire,” said Atout France Canadian director Melanie Paul-Hus. “Taking another look at France through the lens of its verdant countryside, its distinctive villages, and its little routes tracing through vineyards and streams brings new travel ideas to life.
“Taking a longer trip, travelling slower, eating local, and leaving a positive impact… all of these elements align with what consumers – who have ever higher expectations are more conscious of climate change – want. Our goal was to offer you a whole host of ideas for enjoying the delights of friendly destinations and exceptional locations: cozy accommodations, enthusiastic local DMCs, expert tour operators and the transportation companies that connect us with the collection of destinations that is France.”
France welcomed nearly 90 million visitors in 2019, with Atout France reporting that the vast majority of them tended to go to the same places, resulting in 80 percent of the country remaining largely unexplored. And to that end, “inviting the people of Quebec and Canada to come visit the terroirs of France also means offering them new experiences, exceptional encounters, and innovative sustainability-oriented destinations.”
Just some of the experiences, says Paul-Hus, might include:
⦁ a picnic at the foot of a legendary castle
⦁ a personal encounter with a vintner, rum maker, or cider producer
⦁ the colours of the creole markets
⦁ breathtaking panoramic city or country landscape views
⦁ cycling “back in time” on the coast of Normandy
⦁ backroads travel through the Plus Beaux Villages de France, the Petites Cités de Caractère, and the Villes et Pays d’art et d’histoire
⦁ a meal at one of 628 Michelin-starred restaurants.
“Each person you’ll be adding to your client’s itinerary in France is proud of their terroir, their unique brands… their identity,” she continued. “And they want to help those who understand its immeasurable value to enjoy it, while doing everything they can to care for this fragile living treasure.”
Paul-Hus also pointed to two significant anniversaries taking place in France this year: 10 years since the inscription of the French gastronomic meal and 20 years since the inscription of the Loire Valley (between Sully-sur-Loire and Chalonnes) on the UNESCO World Heritage List.
“The example of the Loire Valley is highly relevant. This candidacy includes an entire region, not only its castles and monuments, but also its cultivated land, shaped by centuries of interaction between people and their physical environment, including the Loire River itself. It provides an exemplary illustration of terroir tourism,” she said.
It has also been a century since the country created the Appellations d’origine (AOC) classification system, which now includes over 450 appellations and nearly 110,000 producers in three categories: wine, dairy, and other food products. Many of the designated sites welcome visitors under the labels Accueil Paysan, Bienvenue à la ferme, Vignobles et découvertes, Entreprise, and Découverte.
Some other regional gastronomic news and events include:
⦁ For the first time in the history of French gastronomy, three major regions – Auvergne-Rhône-Alpes, Bourgogne-Franche-Comté, and Provence-Alpes-Côte d’Azur – have united their strengths to launch a new tourist destination dedicated to excellence in taste, wine, and the discovery of local produce. La Vallée de la Gastronomie – France encompasses the best of regional gourmet delicacies from Dijon to Marseille via Lyon.
⦁ The Bordeaux Wine Festival in Nouvelle-Aquitaine will be held June 18-21.
⦁ inDeauville offers a guided tour “Deauville, appetizing stories” to discover local gastronomy. Through the roads of Deauville, Normandy, visitors can savour interesting stories about Deauville and Norman gastronomy ranging from the markets to the stages of production of regional products. (⦁ www.indeauville.fr/)
⦁ Shrimp lovers, fish fanatics, and seafood enthusiasts in general will be in their element at La Fête de la Crevette/Shrimp Festival in Honfleur, Normandy. The traditional festival, taking place in early October, is dedicated to the sea, boats, their crews, not to mention the beloved “petite grise” in its authentic setting. On the menu: sea-themed activities for everyone, sea shanties, concerts, artisans, competitions, tastings, a fish market, cooking demos hosted by Honfleurais chefs, and more. (⦁ www.ot-honfleur.fr/)
As for the Destination France Awards, winners included Planet France for Product of the Year and Club Med as Partner of the Year. The former was selected by travel agents online from among six selections of innovative original tours in France, while the latter recognizes “the involvement of an operator in support of the promotion of France.”
Travel counsellor Stella Maydossian won two vouchers for lunch or dinner at Restaurant La Bauhinia in Shangri-La Hotel in Paris.
