Post Holiday Tourism Insights: France vs Britain

We might have defeated them at Agincourt, Waterloo, and bailed them out in WW2 (lets just gloss over 1066, Jean d'Arc, and all that), but in the battle for tourists, the French clearly have us licked. 

I have just come back from my first ever paid holiday (the guilt of it was washed away pretty quickly with local beer, don't worry folks). Ten days in France. And when I wasn't congratulating myself on my good fortune to land a rare job that still gives generous vacations, or realising that for the first time ever I could afford to buy real Orangina, not Top Budget Orangey Lite, I was observing how deeply developed tourism across the Channel is.



I appreciate this every year, but even more so this time. Perhaps after four years of budget cuts in the UK becoming increasingly apparent in our ever more unkempt town centres, shabby civic spaces, and frequently pruned back tourist initiatives, the difference is all the more stark. The modern, clean, accessible facilities found everywhere; from major conurbation to rural hamlet, make me feel somewhat sad and embarrassed on England's behalf.
 
I was in Brittany; a French region where tourism is especially developed. Around 20% of the local economy is driven by tourism, and 40% or more of jobs in coastal areas. The industry is especially relevant in light of the declining agricultural, fishing, and manufacturing sectors that traditionally underpinned local GDP. What was interesting to me is how tourism is valued as a pillar of the local economy. Local media frequently analyse and discuss tourism. It is a frequent topic of conversation with local people. Entrepreneurship is much in evidence. This involvement, awareness, and activity, is especially refreshing when contrasted with the UK; where tourism often remains an undervalued and misunderstood industry. (Cutting tourism budgets emphasises how this is still seen as a cost, rather than an investment). The subsequent investment in tourist infrastructure, attractions, and marketing, is manifest in the great diversity of local producers and operators, high quality signposting, and attitudes of the local population; all of which serve to make holidays in Brittany particularly easy.

There was much to celebrate and emulate from Brittany tourism management. I was particularly struck by the following strengths...

1. Range of local produce/souvenirs: support traditional crafts, provide jobs, and give the visitors to indulge their tastebuds, engage their brains, and open up their wallets. 
2. Creativity when developing signposts and attractions: these are imaginative, fun, and make the most of local identity. 
3. Celebration of local culture through festivals: these conserve and develop local culture, such as Breton music and dancing, bring local people entertainment and proximity to their identity, and are also great fun for visitors: everybody benefits! 
4. Imaginative attractions: just because you are a small village far from the sea, or anywhere, and with no particular heritage, doesn't mean you can't get tourists! A little imagination and you can create a unique, fun, appealing place. The Vallee des Saints being a case in point (Easter Island comes to Brittany - free and really worth visiting). 
5. Involvement of local residents: their entrepreneurship, knowledge, and welcome make Brittany easy to visit. Furthermore, many important events, such as the Festivale InterCeltique (a week long celebration of Celtic music, dance, food and culture held annually in the city of L'Orient), rely on local volunteers and talent. 

Within all of these, the effectiveness of a generous and involved government is apparent. (Albeit downsides to this are also clear). But most important, is that awareness and involvement with tourism. Because of this, Brittany has an enthusiastic population who are willing to pay the taxes, lay out the welcome, and create the products that together make up an attractive tourist destination.

The UK has so much to offer domestic and overseas tourists. Thanks to our diversity of natural and cultural assets we are a global top ten tourist destination without particularly trying. Taking a leaf out of the French approach to tourism would undoubtedly strengthen our tourist appeal, boost local civic pride, foster entrepreneurship, encourage domestic travel, and all round strengthen the UK tourism industry. In return, we can offer to teach the French how to make good sandcastles: all that warm sand of theirs is currently going criminally to waste.