Destination challenge

By Anne Marie Blum, Manager Var Provence Cruise Club

As a destination marketing organization (DMO), the main challenge in promoting cruise tourism, facing this post covid era is to avoid pitfalls of the past (mass tourism, volumes versus quality, low acceptability levels…) and instead recover or discover a holistic healthy way of managing that cruise guests, tourists, residents live harmoniously together.

Our key role and leadership relies in meeting the following challenges by:
- Consolidating relationship with the city and the local community
- Raising stronger cruise ecosystem awareness
- Enabling tourist flows to be channeled and stagger seamless cruise operations
- Helping adopting alternative sustainable and more ecologically benign behaviors
- Developing intercultural dialogues and experiences between passengers and locals
- Expanding knowledge about diversities

Hence, with more digitized datas and tools available before/during/after cruise calls, help cruise passengers prepare their visit in advance, gain a lush experience ashore for a better understanding of the destination’s DNA: to get closer, reach out, slow down, share, exchange, respect and enjoy new way of life, gastronomy, culture and traditions.

This goal can only be achieved if the entire community, stakeholders, port and city authorities, operators, service providers are working on the same page together side by side.

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