The Atlantic Coast Bicycle Route, as a land planning and tourism development tool Olivier AMBLARD, Directeur de Charente-Maritime Tourisme et membre réseau TOTEM For the second year, the EIGSI General Engineering School organizes in La Rochelle, France, a high quality forum focused on interregional mobility in the Atlantic Area. La Rochelle Mobility Forum is part of a 4 high quality forum cycle. Climatlantic is a project co‐funded by INTERREG IVB ATLANTIC AREA Programme,aimed at developing an Atlantic Strategic Agenda for Sustainable Urban Development and the reduction of the Carbon Footprint covering four main pillars: mobility, energy, territorial management and social behavior.

1. 2nd FORUM OF INTERREGIONAL MOBILITY
VISIONS, STRATEGIES AND INTERREGIONAL
SOLUTIONS TO REDUCE CARBON FOOTPRINT
EIGSI - LA ROCHELLE
SLOW TOURISM AND LA VÉLODYSSÉE
(ATLANTIC CYCLING ROUTE)
Olivier AMBLARD, Director of Charente-Maritime Tourism

2. MAJOR TRENDS AND
DEVELOPMENT OF CLIENTS

3. The Crisis, an acceleration factor
of sociocultural change

Openness to unprecedented change : a systematic and structural crisis that
questions the societal-economic model and the hyper-Western societies model.
Relationship to work, privacy, technical progress and consumption....are all
dimensions that consumers rethink.
Social ties
Rise in Ethical
Values
Individualisation
Managing
budgets
Respect of
time
Pro-activity to face a new world: Involvement,
co-production
Pay more
attention to self
Wellbeing
Crisis :
Evolve, but with supports:
Anchoring and security
A hidden accelerator
Pay more attention
to money,
and consummation
Self
development
Pay more
attention to the
environment
Pay more
attention to others
Source DGCIS : New perceptions of the value of tourism offers

4. A translation of these customer
changes : slow tourism


The study Look Voyages/TNS identified 5 trends for a successful
holiday, in 2012 : be surprized(61%), build links (60%), find your
rhythm again (52%), refocus (36%), strengthen a couple (28%).
The Ipsos survey in 2011 showed that Europeans yearn for a quieter
life : 77% of Europeans have the intention of slowing down their
lifestyle; in the tourism field, 53% of French people would like to take
their time to visit a place.
SLOW TOURISM
A trend that has emerged
BIKETOURISM
A product which has developed

5. KEY FIGURES FOR BIKING IN
FRANCE

6. Travellers spent 206
million euro on
transport including 23
million euro on train
tickets
8 million tourist visits,
2nd physical activity for
French Tourists
1 euro invested in bike
routes generates at
least 1 euro of annual
tourism revenue for the
area
22 million French
People cycle regularly
Economic activities
related to cycling
represent 35,000 jobs,
including 16,500 jobs in
tourism
3% of daily trips are by
bicycle and 3.7% of
tourist stays are related
to cycling
90 km travelled per
person per year
compared to 300 km
for the average
European
More than 3 million
bicycles sold every year
Bike/mountain bike
activities were
associated with 3.7% of
stays on France
Spending
70€/day/pers on
average compared to
40€/day/pers on
average for a tourist

7. LA VÉLODYSSÉE
(ATLANTIC CYCLING ROUTE)

8. French part of the EV1,
from Norway to Spain
1.200 kms from Roscoff
to Hendaye
80% on exclusive cycle
routes
Launched in July 2012

10. Promotion
Marketing
Services
Observatory
Signalling
Route

11. 
La Vélodyssée in CharenteMaritime
More than 2,3€ invested during the
last 13 years





Implementation of directional signage
Development of the brand « Accueil
Vélo » (Welcome bike)in the 4
categories of service in partnership
with Tourist Offices
Today there are more thane 100
accredited services in CharenteMaritime
Promotion of la Vélodyssé inline with
other partner areas and France bike
Tourism
Proposed establishment of a
vélodyssée observatory in line with
TOTEM

12. TOTEM : observation shared by
the Atlantic seaboard device
A prerequisite : constant scope in
terms of human and financial resources
Number of beds in outdoor
hospitality in 2012
Stays booked online
progression since 2007
and
Distribution of Socio-professional categories territory in 2012
49,3%
+ 15 pts
50,5%
+ 19 pts
Source : SDT SOFRES 2007-2012
37,6%
+ 23 pts
63 %
+ 31 pts
Source : Insee 2012
Source : SDT SOFRES 20072012

13. Thank you for your
attention.