The task of reviving Chinese tourism in France was set by French Minister of Tourism, Crafts and Small and Medium Enterprises Olivia Gregoire during a visit to the Harbin Ice and Snow Sculpture Festival, RFI reported on January 6.
The French minister visited the Harbin Ice and Snow Sculpture Festival in China on Friday, January 5, on the occasion of the inauguration of the Franco-Chinese Year of Cultural Tourism. The goal of the visit was to return the number of Chinese tourists to France to pre-pandemic levels.
Sunny Island in Harbin is home to the city’s very popular ice and snow festival. The object of public attention this year is the symbol of the sixtieth anniversary of diplomatic relations between France and China: the Notre Dame cathedral, more than twenty meters high, sculpted from ice.
“I read a novel about Notre Dame Cathedral, where a strange guy was ringing the bells. “I really enjoyed it and would love to see Notre Dame in real life.”says Wang Yetong, a 20-year-old student. “And then they say that the French are very polite and gentlemen. “I would really like to go there when I finish my studies.”he added.
No need to break the ice… France and its culture continue to enjoy a good image in China. However, as one of the festival’s visitors, a bank employee from the Chinese province of Inner Mongolia, explained, potential tourists from the Middle Kingdom are concerned about security issues: “Many people have their buses stolen. They can open the trunk and steal things. There are even stories of rich Chinese women who buy a car to bring luxury items and are also robbed. So yes, I want to go to Paris, but it’s a little scary.”.
Gregoire was quick to reassure Chinese tourism officials, recalling that the Rugby World Cup organized by France took place without incident: 45,000 police and gendarmes, in addition to 8,000 soldiers, will maintain order during the 2024 Olympic Games. France has reinforced police presence in tourist spots and offered Chinese travelers a special welcome in Chinese.
“The quality of reception, such as language understanding, is also an element of trust, especially for Chinese tourists whose profile has changed.”Olivia Grégoire stands out. “In addition to groups, more and more single women and also older couples are coming to France. “If you don’t speak French or English, it’s important to have signage and also have people who can respond and guide you in Chinese.”– she said.
According to the French Ministry of Tourism, almost 2 million Chinese tourists arrived in France in 2019, generating revenues of more than 3.5 billion euros, and spending by Chinese tourists is estimated to be one of the highest average expenditures.
Chinese buyers then accounted for 32% of tax-exempt sales in 2019, with some stores generating more than 30% of their turnover from Chinese buyers. Attendance fell during the Covid years (-69% in summer 2023 compared to 2019), but France is now experiencing a rebound in tourism from China due to the resumption of air travel. The number of flights between France and China has increased eight-fold since Chinese borders opened a year ago.
RFI also reports good news about Michelin, which this year is one of the sponsors of cultural tourism and which, in addition to gastronomic guides, also sells airplane tires. “I think we’re in a reset phase.”said Matthew Ye, CEO of Michelin China. “One of our main sectors of activity is aircraft tires. And in China, in the domestic air transport market, we have returned to the sales of 2019. On the other hand, for international flights we are still only at the 60% level.”.
As RFI writes, the task of getting millions of Chinese tourists back on planes to visit France may clash with the opinion cultivated in Western society that such a project is incompatible with the climate agenda.
Source: Rossa Primavera
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