VPCC is working with local business and tourism partners to ensure cruise guests get a warm welcome
By
Rebecca Gibson |
This article was first published in the Autumn/Winter 2016 issue of International Cruise & Ferry Review. All information was correct at the time of printing, but may since have changed.
Competition among cruise ports in the Mediterranean is fierce. To attract more cruise calls in the Var-Provence region of France, the Var-Provence Cruise Club (VPCC) has developed a Cruise Friendly Label and created various shore excursions.
“When the VPCC was created to promote the destination in 2008, the Var-Provence area welcomed 160 cruise ships; today we’re expecting 300 vessels and around 450,000 passengers,” says Anne-Marie Blum, manager of the VPCC. “To ensure this incredible growth continued, we wanted to develop a strategy that would enable us to provide cruise passengers and crew with the best services onshore by collaborating with local stakeholders. That’s why we created the Cruise Friendly Label.”
Launched in 2013 by the VPCC in the Ports of Toulon Bay (Toulon and La Seyne-sur-Mer), the Cruise Friendly Label is granted to local tourism providers and storekeepers who comply with certain requirements catered to visiting cruise passengers. For example, companies must adapt their opening hours to align with scheduled cruise calls and offer exclusive discounts or gifts, while their staff should speak basic English.
In return, the VPCC and tourist offices promote the Cruise Friendly shops via marketing collateral when passengers arrive at the cruise terminals.
“Upon disembarkation, cruise passengers are given a free Cruise Friendly city map so they can find participating shops and a wristband so they can be identified as VIP customers,” explains Blum. “Our Cruise Friendly Label ensures a warm welcome for passengers and helps local businesses attract new customers. It’s a win-win situation for everyone.”
Currently, the Ports of Toulon Bay have 127 partners, a 150% rise from 2013. This success has prompted several tourism authorities across Var-Provence to introduce a similar concept at their ports. Now, Sanary-sur-Mer has 55 members within its VIP Card initiative, while Saint-Raphaël has a Cruise Pass’Ports programme with 48 partners and Bandol has already secured 64 Cruise Friendly partners since adopting the strategy this summer. Le Lavandou will implement the initiative next season.
The VPCC is very optimistic that it will be able to extend its brand to other Var-Provence ports and to the region’s most visited hinterland sites. Ultimately, it aims to create a strong network where VPCC, tourist offices and local providers work towards the same common goal: delivering a welcome that meets the needs of cruise passengers, crew members and cruise operators.
As part of its efforts to increase cruise traffic to Var-Provence, the VPCC creates and showcases new experiential excursion packages to cruise lines and passengers.
“Var-Provence has many assets – it’s the sunniest area of France and the second largest tourist area after Paris – but it’s greatest blessing is that all of our ports offer easy access to various activities,” enthuses Blum. “Cruise guests can enjoy paddling in the red-rock creeks of Saint-Raphaël, sample a glass of rosé wine with an oyster farmer, visit Saint-Tropez with a personal shopper, make soap from olive oil, try their hand at gardening and much more – everything is possible in Var-Provence.”