Tourism officials are working hard to lure British visitors back to Normandy this summer. The head of the CRT regional tourist board, Jean-Louis Laville, tells Alice Cannet he is optimistic the ‘reconquest’ plan will work

Normandy CRT (comité régional du tourisme) is the only one in France to group together two regions (Haute-Normandie and Basse-Normandie). How does it work?

Throughout the world, customers do not come to a campsite in Haute-Normandie or a hotel in Basse-Normandie – they come to Normandy. We never hear the public speak about Haute- or Basse-Normandie so the CRT decided to promote the destination of Normandy as a whole.

Our CRT is a tool which serves both regional councils and everyone who makes tourism happen everyday in the region. We are here to increase tourism in Normandy. Each region brings the same funds and the CRT presidency alternates every three years from an elected candidate from Haute-Normandie and Basse-Normandie.

How has British tourism evolved?

Today, we are the seventh biggest French region in terms of British tourists after the two giants of Paris and the Côte d’Azur and several others. If we look at numbers for hotel and campsite activity, we are the fifth and sixth French region respectively for the British.

However we are concerned about the British market in Normandy and it is today our highest priority.

The British market has been in a state of collapse since 2004, and we launched a reconquest strategy in 2006 because we were aware of this. We are looking at Normandy’s overall tourist image. We need to stir the tourists’ interest by renewing our offer. We need to surprise them.

We have also faced a cyclical problem with the poor pound-euro exchange rate recently and harsh competition from low-cost airlines, as the British have discovered other regions in the south of France and in Europe.

However, we are optimistic because the British market remains the largest foreign market by far in the region and everyone is working very hard to counter the recent fall. We think we are going to overcome these problems.

Another important fact is that, between 2005 and 2009, the number of second homes has increased by 13% in Normandy. Today, 71% of foreign second homes in Normandy belong to British nationals. So these people do not need to go to campsites or hotels, and our numbers thus do not reflect their presence in the region.

What do British tourists look for in Normandy?

All of our studies show that the British love us. For them, Normandy is the ideal French destination with its landscape and history.

The British have a very extensive knowledge of Normandy and they come here all year round. They look for the French art of living and landscapes which remind them of 18th-century Britain which have largely disappeared in Britain itself.

We also have a historical dimension which makes us interesting: William the Conqueror, Richard I, the Second World War landings. This is our shared history. The British find in Normandy something well-preserved, very genuine, that reminds them of an old England they love.

Finally, cuisine is also a very important aspect and a very powerful attraction. Good products, small markets or even the local bakery are as important as fancy restaurants.

What initiatives are in place to increase the numbers of visitors from Britain?

Since 2006, we have a publicity team in London which does an incredible job. The results have been very significant: 245 press articles were published in the UK about tourism in Normandy in 2009. This is worth £2.5m in terms of advertising value.

We have also increased our advertisement campaigns and come up with a strong slogan: “Normandy, so close, so different”. We have been advertising for three years in the London Underground and train stations on posters and LCD screens.

Which other nationalities are you focusing on?

We have had two priorities: the French and the British markets. Behind these are Belgium, the Netherlands, Germany and the United States. Generally, nearby countries have had a renewed interest in Normandy since the credit crisis of the past two or three years. People want to rediscover regions close to them and travel cheaply. We can take full advantage of this.

What sites are the most visited?

The Mont Saint Michel abbey has more than a million visitors yearly and holds the record for the region. The sites of Second World War battles, the American cemetery in Coleville, the Etretat cliffs, Giverny gardens, the cathedrals of Rouen and Bayeux, Lisieux basilica, the Caen memorial and the Bayeux tapestry are among the other major attractions.

Which sites have had difficulty attracting tourists?

We are making an enormous promotional effort on all parks and gardens in Normandy, but besides Monet’s gardens, we are not targeting massive numbers. The visitors here are garden-lovers who look for beauty and peace.

There are successful sites which attract great numbers and there are sites which are more secret but sometimes their discretion is part of their overall quality.

What effects will the launch of UK air links from Deauville have for tourism?

It is absolutely essential for regular tourists and the business clientele who now have the possibility to travel to London very quickly and connect with other European capitals such as Milan and Dublin. We are very committed to the success of this line and think it is a fantastic investment.