A decade of success and ambition
The Contrat de Destination Provence celebrates a decade of success and looks to the future.
On June 16, François de Canson delivered a speech on the occasion of the tenth anniversary of the Contrat de Destination Provence. This speech highlighted past achievements and future ambitions for the region. François de Canson stressed that Provence is not simply a region to promote, but a destination that reveals its riches to those who visit it: “Provence is not a setting. It is a story.” For ten years, the Contrat de Destination has made it possible to build a coherent and sustainable vision for tourism in Provence. This patient and ambitious work has made it possible to combine the natural and cultural assets of the region, while respecting its authenticity.
CONCRETE RESULTS
François de Canson also paid tribute to iconic figures of Provence, such as Paul Cézanne, Frédéric Mistral, Jean Giono, and Marcel Pagnol. These personalities helped shape the cultural and literary identity of the region. The Pagnol family, for example, perpetuates this tradition in Marseille, notably at the Sofitel. The results of the Contrat de Destination are impressive: 150 million overnight stays, more than €10 billion in direct impact, balanced attendance over time and space, and a loyal international clientele. These figures testify to the success of the strategy put in place. Provence is not content with simply being an attractive tourist destination. It embodies a model of sustainable tourism, balanced between the coast and the hinterland, and respectful of the environment. This model is praised and shared by many partners, including the regional president Renaud Muselier.
CHALLENGES AND FUTURE
For the coming years, the challenges are numerous: diversification of clienteles, sober innovation, protection of landscapes, and promotion of local actors. Provence, thanks to its organization and unity, is well-placed to meet these challenges and continue to inspire. The Contrat de Destination Provence is more than a tourist model; it is a demonstration of what France can achieve when it trusts its territories. Provence is moving forward, organized, united, and proud of what it is. The future of Provence is promising. With a budget of 1.7 million euros for the 2025-2027 period, the Contrat de Destination Provence collective will continue to promote sustainable and responsible tourism. The objectives include increasing international awareness, attracting high-contribution clienteles, deseasonalization, and promoting soft mobility.
KEY ACTIONS
Among the key actions, we can mention the creation of the brand “Provence, Enjoy the Unexpected”, innovative marketing campaigns, and major events. These initiatives have helped promote the Provence brand internationally. The Contrat de Destination Provence is based on a collegial organization, with partners involved in different areas: brand, marketing, observation-evaluation, marketing content, and administration. This organization allows all partners to get involved and contribute to the success of the project. Provence, with its Valensole lavender, its Ventoux ridges, its Luberon perched villages, and its wild Verdon gorges, is a mosaic of landscapes and cultures. Preserving this heritage while innovating is the challenge that the region is successfully meeting. Finally, at the end of his speech, François de Canson thanked all the stakeholders who contributed to this success and called for continuing this adventure together. Provence, with its model of public action and its inspiring tourism, continues to attract and inspire far beyond our borders. • home,
Photo CRT.