A DESTINATION CONTRACT ON THE SCALE OF GREATER PARIS: EXPLORE PARIS
#ExploreParis is the result of a collaborative project within the framework of the Destination contract, which was signed with the State in June 2016. The project involves the following Parisian tourism stakeholders: Paris Convention and Visitors Bureau, Hauts-de-Seine department, Seine-Saint-Denis department Tourism Committee, Val-de-Marne Tourism Board, the RATP (Paris public transport system), the Welcome City Lab, IREST and Atout France.
These partners have decided to join forces and the many assets of their territories to boost Paris as a destination and enhance its urban dimension. The system of destination contracts, set up by the State, is a suitable tool for this purpose, aimed at promoting exceptional destinations with strong values and identities.
Paris, the ultimate city break destination, is not simply a city centre. An abundance of cultural, artistic and festive offers on both sides of the ring road attracts tourists searching for something different.
While Paris remains without doubt one of the world’s leading tourist destinations, young and European visitors are nevertheless priority customers that must be attracted once again and made loyal. The heritage and timeless image of the destination, which has made its strength, must be completed and extended to a current, modern and innovative vision, which is insufficiently perceived. The new territories to be discovered, the new tourist offers to be developed and experimented with are the main challenges of this contract.
Greater Paris has decided to boost and develop its tourism offer, in particular to meet young Europeans’ expectations and gain their long-term loyalty. The comprehensive, dynamic and creative offer is based on themes such as street art, architecture, modern art, cosmopolitan Paris, nature and in particular river tourism in the Greater Paris.
The aim is not only to develop the destination’s image but also to increase tourism flows from the centre of Paris to the Capital’s suburban districts and towns – easily accessible by public transport – and to promote these areas and their tourist attractions. The finalized offer has been launched in the www.exploreparis.com e-store, both in French and in English. Tourists can choose from a wide choice of Greater Paris experiences to discover the area and meet residents: tours, walks, workshops, cruises, water sports activities, etc.
The eight partners brought their expertise and means to the project to renew and boost Paris’ image as a tourism destination, and to develop and promote a new urban tourism offer in off-the-beaten-track venues, on the wider scale of Greater Paris. #ExploreParis is an opportunity for tourism professionals to target regional and national visitors interested by off-the-beaten-tracks activities and visits. It also offers to professionals an effective booking tool that simplify a lot their everyday work. The platform has helped tourism boards to develop even closer relations with local stakeholders.