Green tourism in rural areas : «Bienvenue à la ferme»* *Welcome to the farm

Transcription

1 Green tourism in rural areas : The french network «Bienvenue à la ferme»* *Welcome to the farm November 2011 Marie-Christine MAZENS

2 Table of content The french context & tourism environment The Chamber of Agriculture s network & brands Welcome to the farm The network The «works in progress» Welcome to the farm : the activities & services

3 The french context, & tourism environment

4 The national players in french tourism (1) Tourism under the Ministry of Economy, Finance and Industry Secretary of state Department in charge of Trade, Crafts, SMEs, Tourism, Liberal Professions and Consumption : Frédéric Lefebvre is running the national tourism policy For example : decrease in VAT, development of the wine tourism, reform of the touristic classification, creation of the 5 th star

5 The national players in french tourism (2) Atout France : the one and only state operator for tourism In charge of promoting France as a tourist destination abroad Develops and coordinates state policy in France For example : definition of the classification scales in the French tourist accommodation The National Tourism Council, an advisory organization At the disposal of the secretary of state Brings together economic and social sectors The Chambers of agriculture take part in it

6 The local players in Tourism Regional / Departmental Tourism Committees In each region / department, the Tourism Committee promotes and markets the destination of its territory and its key players For the public For the tourism professionnals Partnerships to create in order to Integrate the Bienvenue à la ferme offering as its own theme Fit with the regional strategy Tourism Offices At the municipal level, the tourist offices are promoting structures / farms Recommend the members farms Tourist offices staffs are educated in the farm offering

7 Key features of France s rural tourism (1) Tourism in France : a real economy 6,5 % of GDP (Gross Domestic Product) ~1 million jobs Rural tourism in France generates 20 billion of turnover (36 % of total revenue of Tourism) In Europe, we talk about a 150 billion revenue for the rural areas (based on a total revenue of 260 billion for tourism in Europe, 57% - source : Eurostat) The rural area = the 1 st visited area by the french tourists 35 % of stays 32 % of overnights stays

8 Key features of France s rural tourism (2) The rural tourist 75 % are french (32% of the Paris area, the others being mostly urban) 25 % are foreigners (69 % from 4 EU countries : GB, Germany, Belgium & Netherlands) Assessment of tourist season % to 4% on hotel occupancy in 2010

9 The Chambers of agriculture s network & brands

10 Agriculture in France : Some highlights or key features Any kind of European production, except cotton farms, among which professional farms (2010) Most of the farms are individual farms Average size of a farm: 55 hectares (2010) France is leader in agricultural production in the EU Agri-food external trade : 9,3 billion (2008) Our objective: a sustainable and competitive agriculture in a global environment Source: Agreste

11 Agritourism features Economic clusters essential in agricultural landscape ~ farms conducting farm tourism farms who directly sell their farm products Farms that employs more * 1/3 of agricultural employment 2.1 FTE (full time employees) operating against 1.3 for the non agritourism farms Source: Agreste

12 The Chambers of agriculture 2 main roles : A consultative role on agricultural and rural issues A technical role: a wide range of services provided to the farmers and to other rural stakeholders A democratic system of election

13 The Chambers of Agriculture Network 116 Chambers of Agriculture throughout France (94 département Chambers, 21 regional Chambers, APCA) network elected representatives employees ( ~73 % engineers and technicians) Budget : 702 million ~50% financed by the land tax Data 2009

14 The Chambers of agriculture : Missions 94 "département" Chambers of Agriculture 21 regional Chambers of Agriculture technical & economic advice training local development projects information for farmers coordination of the regional agricultural development programme economic & technical references studies knowledge transfer between research & farmers mutualized services at regional level agri-food & farm tourism promotion 1 Standing Assembly of Chambers of Agriculture Chambers network coordination mutualized services at national level (promotion, training, websites, software) expertise on national, European and international policies

15 The Chambers of agriculture : 8 main fields of activity (by numbers employed) Livestock production Farm management and strategy Environment Crop production Land planning, local dvpt, forest Food prod., com., tourism Short term training Agri. & rural policies, economy

16 The Chambers of agriculture : Financial resources Total budget of the Chambers: 702 million euros (in 2009) Financial resources : ½ taxes ¼ conventions, contracts, projects ¼ commercial services Tendency : decreasing receipts from taxes Increasing share of commercial services in the receipts

17 The Chambers of agriculture : 2 brands Bienvenue à la ferme (Welcome to the farm) Marché des Producteurs de Pays (local farmer s market)

18 The local farmer s markets producers involved markets organized throughout the year 29 departments, 280 different market places The key principles : open markets only and exclusively to producers markets regulated by a Charter of Good Practice Various & symbiotic motivations: Municipal culture & environment Professionalization of the markets New markets for the producers Best value for products

19 Bienvenue à la ferme : Network & services

20 Welcome to the farm Leader in France Chambers of Agriculture s Trademark since farmers, taking part in the network in France (and overseas territories) 7400 service activities and sales at the farm framed by an "ethical charter" and the specific terms of reference 15 services 88 à 190 (18) 71 à 88 (16) 49 à 71 (19) 37 à 49 (18) 6 à 37 (18)

21 The rules of Welcome to the farm Objectives Professionnal & economic Local development Rules of the network Meet consumer expectations, Raise the profile of the farming profession Give value to the farm s products and the skills of farmers Preserve the rural & agricultural heritage Commitment of farmers to Bienvenue à la ferme Offer any services related to agricultural activity, Provide a professional & personalized treat in a neat environment Be ambassadors of sustainable and responsible agriculture, embedded in the territories

22 Bienvenue à la ferme An offering that is increasingly attractive the past 10 years : +60% farmers, +59% activities

23 External communication : Increasing the awareness (1) The visual identity A new logo (2004) With graphic recommendations & rules A brand with growing awareness and carrying recall* Bienvenue à la ferme : a brand recognised by more than 1 in 2 French Positive values : hospitality, homecoming, discovery,... Tools Point of sale advertising (bags, balloons, pencils ) Identification tools (stickers, boards ) * Survey of awareness and evocation - Summer 2009

24 External communication (2) National or local shows : Salon de l Agriculture Kid Expo Pari fermier Events Spring in farms : open doors, markets,

25 External communication (3) Editions National : generic leaflet, farm inn flyer.local : brochures or maps outlining the farms & services A web site : Local websites : Farm websites : simple & low cost personal websites, created from extracts of the national web site.

26 Communication to the press Talk about BF Press relations Enhancing actions, events, Dedicated to customized actions Press trips Tasting group 20th birthday Enhancing local & original initiatives Press release

27 Communication to the farmers: Federate the members The Bienvenue à la ferme letter Experience the news closer The link between the different levels A letter sent to all the members ~3 times/year E-news letters to members with an The national BF congress, great time in the network s life 850 attendees in 2009 for the 3rd one 3 days of exchanges, case studies, discussions and workshops 99% of satisfied / very satisfied attendees

28 Services to the farmers Individual technical supports Construction, renovation, Management, accounting, Collective trainees Marketing & sales Innovating activities Legislation & hygiene in production Study tours, Quality follow-ups Enquiries Mistery customer visits or appointment Improvment contracts

29 Welcome to the farm: Services

30 Bienvenue à la ferme 2 main themes Visit the farms Gastronomy & products sales Leisure & discovery Stay in a farm Accommodation B&B Farm cottages Camping Camper van reception Reception rooms 15 offerings

31 Gastronomy Farm inn Concept : a meal based on farm products Farm inns The key principles: More than 51% of products from the farm A huge-level quality for the components of the meal Less than 100 guests, but it depends of the farm s human resources Marking, transparency for all the components of the meal

32 Gastronomy Snacks concept: visit of the farm, and then, tasting of products Snacks The key principles: Only products from the farm Marking on products origin 50 guests at the top (maximum) Equipment: rooms, toilets...

33 Gastronomy Farm products Concept: promote direct selling from the farm Farm products The key principles: A majority of farm products in revenues of global sales for finished products Products BF": Marking and farm origin for principal components The producer, responsible, involved in the product s cooking Direct selling, farm visit An increasing evolution

34 Gastronomy Farm aperitif in winery* Concept : Wine tasting on the farm Combined with other «BF» products (from other farms) The key principles : Origin : Wine and/or juice, only from the farm Salty or sweet products besides, only from BF members No transformation changing the product too much, no meat Visit or presentation of the farm * New products to be developed

35 Gastronomy Picnic bags* Concept: small takeaway enhancing the complementarity of the products / producers The key principles : A bag for a minimum of 4 guests All included : salty & sweet products, cheese, wine & water Only BF Farm products * New products to be developed

36 Gastronomy Caterer* concept: sale of takeaway, delivery buffets (service included or not), meals at fairs and exhibitions The key principles : = farm inn The service can be delivered only by a farm inn or a farm producer * New products to be developed

37 Leisure and discovery: Discovery farm, Pedagogical farm Concept: Discovery farm : individuals Pedagogical farm : for schools The key principles : A special training for the members Pedagogical tools at disposal Scenario of observation and discovery Equipment adapted

38 Leisure and discovery: Children s holidays on the farm* Concept: holidays for children with a family of farmers The key principles : Host of minor children from 4 years Respect of the regulation on the caring of minors Farm life and nature discovery through leisure activities Suitable conditions for accommodation & meals * New products to be developed

39 Leisure and discovery: Horse farm Concept: practice of equestrian activities around the farm The key principles : Equestrian tourism : horseback riding or trekking on your own or accompanied Equestrian education Rentals of horses saddled Accommodation for horses Horses farms

40 Accommodation: Bed & breakfast, Cottages (1) Concept: accommodation located on a farm and a personal welcome from the farmer The key principles : Accommodation is accredited by Gîtes de France or Clévacances (2 main networks) The accommodation is located on or near the farm Agricultural productions to be seen in place Visit of the farm

41 Accommodation: Bed & breakfast, Cottages (2) Chambres d'hôtes B&B Cottages Gîte rural à 89 (5) 38 à 55 (4) 24 à 38 (4) 15 à 24 (3) 2 à 15 (6) 68 à 122 (4) 35 à 68 (4) 28 à 35 (4) 19 à 28 (5) 3 à 19 (5)

42 Accommodation: Farm camp Concept: welcoming of campers & caravanners on a plot of the farm Farm Camping camps à la ferme The key principles : 50 places maximum Minimum 200 m² / place and 300 m² average over the entire field Adapted facilities and amenities : sanitation, leisure, entertainment, à 69 (6) 15 à 24 (4) 9 à 15 (4) 8 à 9 (1) 0 à 8 (7)

43 Accommodation: Welcoming motorhomes Concept: welcoming of campers on a dedicated area, built on the farm Either at the entrance of a campground (max. 10% of the capacity of camping) Or on a private plot (6 slots max.) The key principles : 50 parking places max 35 m² minimum/place In a preserved & natural setting Customers information : farming, tourism, local services

44 Accommodation & service: Reception room renting Concept: rental of an all equipped meeting/reception room, on the farm The key principles : Reception hall located on the farm Information spot on the farm productions & BF network, inside the room Respect of the legislation and safety rules

45 Thank you for your attention Marie-Christine MAZENS Project Manager in Rural Tourism Poitou-Charentes Regional Chamber of Agriculture

46 * Feeling good with us, it s natural!