France prepares for image makeover

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France wants to revamp its image so it is perceived as a more ‘on-the-move’ country.

The newly appointed French tourism minister is preparing to unveil an image overhaul for France.

Monsieur Hervé Novelli, appointed by French President Nicholas Sarkozy on March 18, will reveal and brand new marketing campaign for the country mid-June, according to Thierry Baudier, general director of French tourism agency Maison de la France.

"France still needs to renew image and the minister is preparing to unveil its strategy [in this respect]," he said.

The theme, he said, was 'France 2020' reflecting the French Government's commitment to working on long-term goals for the tourism industry.

"We want to project the image of a more 'on-the-move' country - to make France a more fashionable place to visit - a bit like London did sucessfully some years ago now," added Baudier.

He hoped the minister would commit to a worldwide campaign on par with those put forward by Malaysia - 'Malaysia, truly Asia' and India - 'Incredible India'.

"We need to create France the brand," he said.

"France is very much the journey of a lifetime but the point is that it might not be next year," he explained.

"So we need a feeling of urgency - we need to give people a reason to travel today rather than tomorrow."

Baudier said in spite of the forthcoming brand revamp, the current catchphrase - 'A unique rendez-vous' - would continue to be employed on all French tourism marketing material.

Image issues aside, France continues to attract more Middle East visitors.

In 2006, 520,000 travellers from the region visited the country and this increased by 10% in 2007, according to Maison del la France.

"In terms of the target for 2008, I am always conservative, but I am encouraged by the fact that even though the value of the Euro is high [against the US dollar and Gulf currencies] people still go to France from this region - the image is good," said Maison de la France Middle East director Pascal Lepetre.

He said Middle East travellers were begining to explore new places in France such as Deauville in the north and the Alps region.

"I want to put places like Biarittz on the map because they have so much to offer this market - resorts, surfing, golf, spa, four-wheel drive trips in the mountains and much more," he added.

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