Nice to fight 'gateway' image

Nice tourism is in Australia to combat its image as a gateway and instead promote the French city as a full destination offering.

Promotional activities kicked off with a Tour de France gala dinner in Sydney last night featuring race director Christian Prodhomme and the tourism body will continue to engage with the trade this week.

“Nice has for a long time been a getaway to go elsewhere and was considered as a gateway only at the beginning or at the end of a tour,” Nice tourism director Denis Zanon said.

Zanon told Travel Today that knowledge of Nice is not as it should be and there is work to be done in informing the Australian trade about the destination.

Australians were responsible for 50,000 bed bookings in Nice last year.

“The market is not very big in terms of number but it is a very reliable market, very loyal, and the stays are long,” Zanon said.

The tourism board has redirected marketing away from Europe due to economic conditions and ramped up its focus on Australia, seeing the high dollar as an opportunity to be leveraged.

While the US market is very sensitive to political or economic changes, Australia is relied upon as a stable inbound market.

The tourism body predicts that Australian travel will be boosted by the Qantas/Emirates alliance as there is a direct flight between Dubai and Nice.

“We see Dubai as a hub for the Australiasia region on a daily basis and the alliance makes it a natural bridge for Australia and Nice,” Zanon said.

The 100^th Tour de France will begin its continental stage in Nice on July 2 and this is an important marketing opportunity for the destination.

“The combination of these two brands is a good opportunity to do a focus on France and this region,” Zanon said.

The co-branding strategy was used to tap into the popularity of the Tour de France among Australians.

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Email the Travel Weekly team at traveldesk@travelweekly.com.au

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