“Labels play a crucial role in the choice of tourist destinations”

An opportunity to look back at the 4th flower obtained by the municipality of La Londe-les-Maures with François de Canson, vice-president of the Région Sud, president of the Comité Régional de Tourisme and mayor of La Londe-les-Maures. François de Canson answers questions from La Gazette du Var. La Londe has just received the 4th flower of the Villes et villages fleuris label.

How did you feel? François de CANSON. A lot of pride and a lot of pleasure. It is the culmination of long hard work that started a long time ago now, and it is a wonderful reward for the town's teams, who see their efforts and commitment recognized.

It's nature inviting itself into the town! I think it is also a source of pride for all the residents of La Londe because this label has grown in importance in recent years. According to a national survey, 86% of residents say they are proud to live in a town that has received this label!

How do you go from the 3rd to the 4th flower? Tell us about the example of La Londe? FdC. La Londe has been committed for many years to an ambitious policy of beautifying and enhancing its living environment.

This ambition is reflected in adapted landscape management, taking into account local specificities, biodiversity and climate challenges. To obtain the 4th flower, we must highlight the municipality's strengths even more and, of course, improve what can be improved. In La Londe, for example, we have replanted and flowered the roundabouts and town entrances.

We have also taken special care of the parc de la Brûlade, which is the municipality's flagship in this field!

We have also beautified the jardin des Oliviers and the vegetable garden, which truly left an impression on the judges. This vegetable garden is an exceptional tool for passing our values on to younger generations!

The whole must be coherent, neat, exceptional? FdC. Naturally, we are continuing our actions to save water, optimize public lighting and, of course, as a priority, ensure the cleanliness of public spaces.

It must also be said that the involvement of residents, associations and schools in our awareness-raising actions is an essential driver of this participatory approach.

Municipalities with 4 flowers are not many! FdC. Indeed, there are 11 in the Région Sud, including 5 in the Var: Sanary, Hyères, Bormes, Le Lavandou and La Londe...

Three towns are in our community of municipalities, Méditerranée Porte des Maures. Could you become the first intercommunality in France to be awarded 4 flowers? FdC. I certainly hope that one day, the 6 municipalities of the Méditerranée Porte des Maures community will display 4 flowers!

I always say it, we live in an exceptional territory, truly blessed by the gods. But the national jury will decide!

How many award-winning towns and villages in the Région Sud? FdC. 264 towns and villages in the region have at least one flower!

That is considerable! More than 80% of inhabitants live in a certified municipality.

This is important because the label represents much more than just blooming the municipality! This label, a symbol of quality of life and respect for the environment, is particularly appreciated by residents.

Precisely, what does the Villes et villages fleuris label represent? FdC. It embodies 'sustainable well-living'. It showcases our heritage, our environment, our tourist and cultural assets through a policy of sustainable and responsible development.

It includes 60 criteria: water savings, greening of public spaces, urban cleanliness which must be impeccable, enhancement of heritage, protection of biodiversity and natural resources, public lighting, nature of plantings, and the label also takes into account educational activities for children, plant heritage, etc.

How does the jury work? FdC. The regional jury is composed of more than 40 members, all of whom are volunteers and professionals related to the label's criteria.

Each year, the jury carries out more than 80 visits either to confirm, reduce, or increase the number of flowers. After that, there is follow-up and visits are regular, at least every three years.

Does it have an impact on tourism? FdC. This is very important for residents but also for tourists!

Labels play a crucial role in the choice of tourist destinations. 30% of tourists state that labels directly influence their choice of destination.

Is greening public spaces essential in the fight against global warming? FdC. This is the heart of the region's strategy, which has adopted a 100% green budget and a vast plan to help municipalities replant streets and squares.

Tree planting in urban areas has become an essential issue in combating heat islands. Soil depaving and greening (schoolyards, parking lots...) and bitumen removal on large surfaces make it possible to significantly reduce the temperatures emitted by opaque soils. The Label takes all of these actions into account when evaluating municipalities.

Our Région Sud Provence-Alpes-Côte d'Azur is a benchmark in terms of biodiversity, possessing an exceptional natural heritage. Our ambition is to build a prosperous, modern and dynamic region that our fellow citizens will be proud to pass on to their children.

We wish to make our region a model institution for Climate agreements. More than ever, let's have a Cop d'Avance, to use Renaud Muselier's favorite expression?

FdC. Ecological and energy transitions are at the heart of the Label's challenges.

This work enables the regional territory to become a benchmark in terms of quality of life, sustainable well-living, and to be increasingly welcoming and attractive for both residents and visitors. Let us continue together to enhance nature and biodiversity, preserve the environment and promote sustainable and responsible tourism in Provence-Alpes-Côte d'Azur.