“We started from a simple observation: in Moselle, we have more excursionists than stayers”, explains Alexandre Keff, vice-president of Moselle Attrabilité in charge of tourism development, guest of France Bleu Lorraine, Tuesday May 7. The department presented Monday its tourism strategy for the coming months. “Our objective is to reverse this trend. To do this, we sought the DNA of the Moselle territory: nature is a predominant theme, but also so-called craft tourism with glass art and memory tourism. with the Gravelotte museum or the Hackenberg.”
“Then, we established a roadmap and we wanted very aggressive marketing, focused on the national and international territory”continues Alexandre Keff, also co-manager of the Klauss estate. “And we see today that this in-depth work is bearing fruit! For example, we have 55% of Center Parcs customers who are foreign customers. They mainly come from Germany, but also from Spain, from Luxembourg, Belgium, even the United States Yesterday, at the Klauss estate, I accompanied clients who came from Arizona and who spent three days in Moselle!
Succeed in “generating desires”
And so that tourism “no longer an ancillary activity but a real local industry”we must succeed in make tourists stay in Moselle. “Instead of them just passing through and going back to sleep in Alsace, they must stop with us for one, two, three, or even more nights”he continues. “They will necessarily consume other products within the territory, and that is the goal.”
The department will therefore amplify its communication campaign “agressive”to cover “very large” : “several media, several sources, digital, television, radio…”, explains the vice-president of Moselle Attractiveness. “Through repetition, we must succeed in generating desires and tourist consumption.”
Eco from ICI de France Bleu Lorraine Nord Listen later
Reading listen 4 mins
Alexandre Keff also insists on the “synergy strategy” between sites. “It works very well with Center Parcs and the Parc de Sainte-Croix”he explains. “Both refer customers to each other, and it is the customer who benefits from this synergy and this good understanding between the operators.”
Better train tourism professionals
Something to catch up on “the delay lost on our Alsatian neighbors”, wants to believe the hotelier. “A few years ago, we could no longer place the hotel sector of the Moselle on the map of France. But those days are over. When I go to national conferences, we know what the field of hospitality is. Klauss, what the Moselle is Today, we are able to put the Moselle back on the map of France. he rejoices. “We must continue on this momentum. We have projects all over the territory, in Sarreguemines, in Petite-Hettange… It is a positive context which brings vocations as investors.”
To listen: The “Balades en Moselle” application, the Moselle trails in your pocket, Alexandre Keff, vice-president of Moselle Attrabilité
Lorraine that moves Listen later
Reading listen 7 mins
The vice-president of Moselle Attractiveness also counts improve staff training in contact with tourists. “We carried out audits, and we realized that this training was not the best. The answers given to tourists were sometimes completely off the mark. To correct the situation, we founded the MOSL Tourism Academy”he says. “We offer a serious game to allow all people working in the tourism sector to train while having fun.”
