Provence catches In­dian fancy

The re­gion, new to the In­dian out­bound, is lever­ag­ing Paris’ pop­u­lar­ity to at­tract at­ten­tion and even­tu­ally foot­falls through its gas­tron­omy, cul­ture and di­verse to­pog­ra­phy.

TravTalk - India - - STATES - Hazel Jain from Provence

This year’s Goût de France (Good France) 2019 has cho­sen Provence as the fea­tured destinatio­n that will be show­cased at the var­i­ous events in France and in India through this plat­form. And about time too that lo­ca­tions other than Paris and South of France get some muchde­served at­ten­tion from the In­dian au­di­ence. While Provence is also in the south, it is in the south-east and so there­fore gets ig­nored by the In­dian out­bound.

Is­abelle Bre­mond, Di­rec­tor Gen­eral, Provence Tourism, says, “We get very lit­tle traf­fic from India – maybe about two per cent of the to­tal num­ber that vis­its France. For now, we are ben­e­fit­ting from Paris’ pop­u­lar­ity. We see huge po­ten­tial in the India mar­ket and it is one of the in­ter­na­tional mar­kets we want to de­velop and do more work here. The out­bound num­bers from India are huge and we would like to come to India to tap this. We are def­i­nitely pre­par­ing a suit­able strat­egy for this.”

The tourism board has an on­line pro­gramme but it is only for its lo­cal ven­dors for them to un­der­stand the in­ter­na­tional mar­kets. Bre­mond adds, “We have di­verse of­fer­ings in terms of gas­tron­omy, to­pog­ra­phy with quaint vil­lages, moun­tains and the sea. Hav­ing met a lot of In­dian buy­ers at this year’s Ren­dezvous en France, I un­der­stand that In­di­ans want high-end lux­ury prod­ucts.” The big­gest in­ter­na­tional source mar­kets for Provence right now is the USA, Canada, and Korea, Ja­pan and China in Asia. Its big­gest city of Mar­seilles also ben­e­fits from cruise tourism wel­com­ing al­most two mil­lion pas­sen­gers ev­ery year. “Provence also has a lot of veg­e­tar­ian food op­tions since it is an agri­cul­tural ter­ri­tory and veg­e­tar­ian food is a way of life here,” she adds clar­i­fy­ing a query about food op­tions avail­able for In­di­ans. Shee­tal Mun­shaw, Di­rec­tor – India, Atout France, says, “While Paris is still the undis­puted leader, Rhone-Alpes, Oc­c­i­tanie, and North­ern France are pick­ing up now with lots of growth in the FIT num­bers. There is also a larger night share due to the dif­fer­ent kind of ex­pe­ri­ences France of­fers. There is also a Tel­ugu film that is be­ing shot in the South of France. India is a pri­or­ity mar­ket and we have not seen a slump in num­bers in the last five years.”

Is­abelle Bre­mond Di­rec­tor Gen­eral Provence Tourismwer­e

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