Regional customer/ VFR (visiting friends and relatives) tourism survey in Nord-Pas de Calais Summary of results

1. Regional customer/VFR (visiting friends and relatives) tourism surveyin Nord-Pas de CalaisSummary of results

2. Context, objectives and methodology

3. Context and objective • In 2002, a wide-ranging survey of the inhabitants of the Nord-Pas de Calais region was conducted to obtain data regarding • holiday and leisure consumer behaviour and practices (focusing in particular on the Nord-Pas de Calais region) • the perception and expectations of what was on offer for tourists. • Since then, new practices and economic events have caused customer behaviour and motivation to change. • 9 years later, with the aim of providing tourist attractions/facilities in phase with the needs of its inhabitants, the Nord-Pas de Calais CRT [Regional Tourism Committee] wishes to update the results of this survey.

4. Context and objective • The Nord-Pas de Calais Regional Tourism Committee wishes to update the regional customer survey carried out in 2002 • The main objective today is to gain a better understanding of the habits, attitudes and expectations of the inhabitants of Nord-Pas de Calais where holidays and leisure are concerned • This involves assessing general tourism/leisure consumer trends by adding a VFR dimension for regional tourism and cross-border tourism in relation to neighbouring European countries > the targets investigated are all consumers of excursions and short stays in the Nord-Pas de Calais region • The survey meets the following expectations: • To describe regional customer behaviour in terms of tourist and leisure consumption and travel characteristics • To provide a focus on travel destinations (excursions and stays) in the Nord-Pas de Calais area • To measure the appeal and image of the region (reputation, image, number of visits) • To measure the appeal and image of the themes (sectors) and tourist activities on offer throughout the region • To measure the impact of tourist communication (reputation, sources of information, satisfaction and expectations, marketing methods used, etc.)

5. Methodology of the new survey: an exploratory qualitative approach followed by quantitative assessment The exploratory qualitative approach: 5 groups of 3 hours, 1 mini-group of 2 hours and 12 1-hour interviews. • In other words, 52 interviewees who are engaged in intraregional tourism on a regular basis 1 group of adults in Arras 1 – Nord-Pas de Calais regionalcustomers 1 group of young people in Lille 1 group of adults in Lens 6 telephone interviews with « hosts » 2 – « VFR » (visitingfriends and relatives) tourismcustomers 1 group of « hosts » in Lille 1 mini-group of cross-border visitors in Boulogne 6 telephone interviews with cross-border visitors 3 –Nord-Pas de Calais inhabitants travelling to cross-border regions

6. Methodology of the new survey: an exploratory qualitative approach followed by quantitative assessment The quantitative assessment: • In May 2011, BVA carried out a survey of the inhabitants of the Nord-Pas de Calais region which aimed, through three main strands, to: • describe the consumer behaviour of the residents with regard to leisure and tourist attractions/facilities over the previous twelve months (to quantify and qualify these practices, shedding light in particular on travel in the region and, beyond that, exchanges with neighbouring European regions) • explore the VFR dimension of regional tourism • study the image of the region and the perception of what is on offer for tourists and gather expectations of tourist attractions/facilities • Survey consisting of the extension of an initial exploratory qualitative phase, comprised of 6 group meetings and 12 interviews, which highlighted various phenomena which will be measured in this subsequent quantitative phase.

7. Methodology: stratification and sampling of the quantitative phase • The survey was conducted by telephone, from Tuesday 17 to Monday 30 May 2011, with households in the districts covered by the survey (Nord-Pas de Calais region): • 75 to 284 surveys carried out per area, • Adoption of indicative quotas covering the structure of households for each area (household size compared with the age of the head of the family), • Questioning within the households of one individual aged 15 and over. • In total, 1,237 individuals were interviewed, spread over the twelve areas as follows:

8. Summary of results

9. Notable figures • Rate taking trips • 79% taking trips for at least a day, for leisure/holiday reasons over the last 12 months up 3 percentage points compared with 2002 • Rate taking trips outside the region • 69% taking trips outside the Nord-Pas de Calais region for at least a day, for leisure/holiday reasons over the last 12 months up 8 percentage points compared with 2002 • Rate taking trips in the region • 60% taking trips in Nord-Pas de Calais for at least a day, for leisure/holiday reasons over the last 12 months • 16% taking long-stay trips • 23% taking short-stay trips • 53% taking excursions • Volume of travel in the region • 30 million leisure/holiday journeys made in the Nord-Pas de Calais region by its residents over the last 12 months

10. Notable figures • Second homes • 7% of individuals have a second home or mobile home/permanent pitch in a campsite • VFR tourism • 45% of the region's residents have hosted friends or relatives in their home or second home for leisure/a holiday of at least one night over the last 12 months. More particularly: • 33% hosted friends or relatives living in Nord-Pas de Calais • 37% hosted friends or relatives living outside the Nord-Pas de Calais region • 60% of them welcomed friends or relatives throughout the year, regardless of the season

11. Summary of results: Nord-Pas de Calais tourist travel behaviour 1 - Rate taking trips Almost 8 residents out of 10 travelled for at least a day for leisure/holiday reasons over the last 12 months. This proportion, which is slightly up compared with the previous survey in 2002 (79% taking trips vs. 76%), is explained mainly by the increased mobility of Pas de Calais residents (up 4 points), thus catching up with the rate taking trips among residents of the Nord department (79%). Overall, the growth in departure rates applies more to short stays and day trips*. In terms of travel destinations, although the region remains attractive (departure rate 60%, stable), residents were more attracted by destinations outside the region, with a departure rate of 69% (up 8 points compared with 2002). Foreign destinations attracted almost one resident in two (proportion almost identical for French destinations), mainly Belgium (preferred by the inhabitants of the Nord department). Practices differ depending on the duration of the stay. Accordingly, Belgium, on the doorstep, is popular for day trips, whereas other destinations (French or foreign) usually mean long stays. About the destinations: Île de France, Rhône Alpes and PACA [Provence Alpes Côte d'Azur] are the winning trio in France. For foreign destinations, alongside Belgium, which is the overwhelming winner, there are the destinations on the Mediterranean (Spain, Italy, the Maghreb countries, etc.) without of course forgetting the UK. Accompanying this, "a transfer" has been observed between the segments taking trips exclusively in Nord-Pas de Calais (down 5 points, and concerns merely 1 resident out of 10) and taking trips exclusively outside Nord-Pas de Calais (up 3 points and concerns 2 residents out of 10). In terms of visitor profiles: more young people, upper socio-professional category, medium to high income households (outside the region) *N.B.: overall, the tourist trade has been impacted by the "economic crisis", which leads to stricter budgetary behaviour: control of the holiday budget both beforehand and afterwards (search for free activities, fewer extras, eating out, etc.), fewer long stays in favour of short stays or even excursions

12. Summary of results: Nord-Pas de Calais tourist travel behaviour 2 - Travel in the region: we observed a decline in the average number of stays (short and long) and an increase in the number of excursions. The rate of departures is relatively stable. Duration and destinations • These are mainly day trips (one person out of two took a day trip within the region) and are less frequent for short stays (one person out of four) or for long stays (fewer than one person out of five). • The residents of Pas de Calais appear more regionally mobile than their neighbours in the Nord department (63% taking trips vs. 58%), a proportion which is up compared with 2002. • The average number of stays is down compared with 2002, but excursions in the region are on the increase. • In terms of destinations, the Nord departmentattracts as many visitors as Pas de Calais with, for the latter, a slight lead in overnight stays (the Opal Coast). In general, the coastal region remains very attractive. • "Lille" is frequently mentioned as a day trip location by all the residents of the region (1/3 taking excursions in the region). Description of movements • Travel in the region is mainly made as a family or as a couple, with excursions corresponding more broadly to a family outing and long stays being most frequently made as a couple • For overnight stays, trips which give priority to commercial accommodation (2/3 of cases, up compared with 2002) and more particularly hotel accommodation. Note that almost one stay out of three is with friends or relatives. • Residents who enjoy the richness & diversity of the region’s natural and cultural heritage. To quote, for example: site or museum visits, shopping trips, theme parks, gastronomy, festivals, events, sporting occasions, etc. Shopping and walking/hiking are up compared with 2002, unlike exploring and cultural pursuits.

13. Summary of results: Nord-Pas de Calais tourist travel behaviour 2 - Travel in the region: Mobility has increased overall; the number of excursions is up significantly, due on the one hand to the increase in departure rates and, on the other, to the growth in the average number of excursions made. Short stays are also up, due to the increase in departure rates (particularly for the residents of Pas de Calais). However, the number of long stays has fallen. Popular places • Regular destinations for residents: The Opal Coast, Cap Blanc-Nez, Cap Gris-Nez, le Touquet, Boulogne s/mer, Hardelot, Berck, Flanders, Lille, Arras • Sites: Nausicaa in Boulogne, the Musée des Beaux Arts [Museum of Fine Arts] in Arras, Nature City, Aqualud, Wellington's battles, coastal defences, the Vimy Memorial, Lewarde • Events: The Berck kites, annual fairs with a flea market, festivals, Dunkirk Carnival Cross-border travel • More than one third of the inhabitants of the region travelled to Belgium at least once over the last 12 months; these are mainly day trips. • Belgium is no doubt popular because of its proximity, but also because of its shops and the professionalism of its tourist industry (welcome, quality of the infrastructures, events, etc.) - qualities which have made it the number one competitor for travel in the region. • 4% travelled to London or to the Netherlands. As for the county of Kent, the number of visitors there is fairly marginal and amounts to a mere one percent. • The UK is mentioned as a refreshing change of scenery, but with a perception that it is a destination where prices are high.

14. Summary of results: information resources Channels of information A possible explanation for the growth figures observed in terms of travel: explosion of the Internet, which has become a facilitator. Indeed, the Internet, with its plethora of information, is the preferred medium for searching for information, promotions, bargains and for comparing deals or offers. Among other channels are brochures and tourist guides, followed by resorting to tourist offices and the local press and magazines. These practices thus cover the various age categories of the population; those younger and in employment are more aware of the Internet, and those older more inclined towards printed copy. Factors triggering a stay We should not minimise the importance of word of mouth - 8 residents out of 10 will listen to advice from friends or relatives before deciding on their travel in the region. The Internet comes some way behind (6 persons out of 10), of the same order as free tourist brochures (5 persons out of 10). Free attractions play an important role for 4 persons out of 10.

15. Summary of results: appeal & image of the region The identity and appeal of the region is based on: • the human aspect (quality of the welcome and warmth of the inhabitants, local values, traditions, fairs, events, etc.), proud residents who are fond of their region, simplicity in their relations with others. • the cultural and architectural heritage • the natural heritage (varied countryside, protected sites, regional national park, etc.) • the diversity of the activities in which you can take part, • the geographical location: the crossroads of Europe, 2012 Olympic Games, Lille the European capital of culture • Iconic personalities There is no problem with the acceptance of tourist development by the inhabitants and it is one of the keys to economic growth. However, potential opportunities for tourism are insufficiently exploited and promoted: • There are margins for growth in terms of what is on offer for tourists (value for money, quality of accommodation, tourist information etc.) • Promotion of the entire region needed (a very strong feeling of the focus being always on Lille, a more dynamic Nord department, areas perceived as unattractive by residents: the mining history, the relics of war, etc.) • This report is confirmed by a perception of escalation by the national media of the negative images of the region (unemployment, alcoholism, other factors, etc.) • The overcrowding of certain sites ("the coast when the weather is fine") • The timetables and opening times for certain sites (closed on Sunday) • The climate

16. Summary of results: VFR tourism • Almost one resident in two has hosted friends or relatives over the past 12 months (for overnight stays). This potential for hosting and therefore potential ambassadors increases to 73% if the reference period is not limited to the last twelve months. • The proportion of persons who host residents from outside the region (37%) is higher than for regional residents (33%). However, for the latter, the occasions appear more frequent (60% with "4 welcomes and more a year" vs. 43% for those "from outside the region "). • One quarter of residents say that friends or relatives prefer to come to see them in summer but, overall, for 3 hosts out of 5 visits take place throughout the year. Friends usually come for the weekend and family for longer stays. • Hosts feel that they have a mission in 7 cases out of 10, either as a minimum in preparing a programme for the stay or acting as a regional guide. This obliges every other host to consider themselves an ambassador for the region, as well as discovering the region for themselves. • Among the attractions that visitors simply must not miss: the coastline, Lille, etc. Bergues (for "THE FILM"), regional gastronomic specialities, not forgetting a few trips to Belgium … • Guests who leave (according to their hosts) with a positive image of the region and who want to come back. • Although we saw that the welcome is felt by a very large part of the regional population, in terms of profile, hosts are more often people from an upper socio-professional category (and a high income) and owners of second homes. Note: the economic context is also affecting this section of the tourist trade. Indeed, our qualitative groups were also looking to limit their expenditure, choosing "free" activities/sites or those where costs were low.

17. Summary of results: those not taking trips in the Nord Pas de Calais region In our survey, we noted two categories not taking trips: those taking absolutely no trips and those not taking trips in the region, with the total of these 2 populations representing almost 40% of those not taking trips in Nord-Pas de Calais. • 1 inhabitant out of 5 said that they had not travelled at all over the last 12 months (proportion slightly down, 21% vs. 24% in 2002). Financial reasons explained this situation, which is even more marked than in 2002 (43% of those not taking trips were victims of this, compared with 36%), followed by physiological reasons (health problems, disability). It will also be noticed that one quarter of those not taking trips (i.e. about 5% of the region's residents) are not keen to travel and choose deliberately to not go away. • 1 inhabitant out of 5 said that they never go away in the region while having travelled at least once outside the region (19% vs. 16% in 2002). Lack of interest (in their eyes) of what the region has to offer and the appeal of sunny destinations are the reasons which explain this. • Among those in Nord-Pas de Calais who were not mobile, there were appreciably more women, elderly persons, retired and other economically inactive persons, single persons and individuals on the lowest incomes

18. In conclusion: some lines for action…. Growth paths to increase "consumption" by residents of their own region • Improved communication on the wealth of tourist attractions and events taking place in the region, • Highlight the values and images of the regional identity: Ch’ti culture, the wealth and diversity of the natural heritage, diversity of activity, gastronomy • Subsequently: cultural heritage (memory lane, mining tourism) in the "heart of Europe"… • A comprehensive Internet package, incentive and visible, or even opportunistic, going from information to reservation • Rely on the inhabitants • Promote the methods for accessing different places for activities and visits, whether on site (parking, disabled access, etc.) or for getting there (public transport, road signs, road network, etc.) • Offer goods and services at attractive rates, while ensuring value for money, • Products for families with children “instruction of children and desires of parents", "all-in" accommodation of the Center Parcs type, holiday village at ATTRACTIVE and COMPETITIVE PRICES • Meet the needs felt and look into "help with going away on holiday" in more detail for those most disadvantaged Lines for action which are set in a "favourable landscape", according to the discussions in the qualitative phase: • Take advantage of the spin-offs from Lille 2004, "THE FILM" • New sporting and cultural infrastructures (more museums, the Louvre at Lens, etc.) • Improvement of transport methods: V’Lille, new services introduced, TER Mer package, etc. • Continue to work side by side with the players in the tourist industry so that their professionalism is on a par with the welcome, recognised warmth of the inhabitants (competition shown by Belgium in the survey responses).