Promoting a destination, informing tourists, training professionals in the sector, producing analyses… These are some of the missions of the regional tourism committees (CRT), little-known structures each bringing together several dozen employees, under the supervision of the regions. Most often, each CRT works hand in hand with the departmental tourism committees (other structures, at the departmental level), and with the tourist offices, attached to a city or an agglomeration.
But in Paris, things are more complicated, as the “city center” is so important in the tourist appeal of the region. So, between the tourist office of the City of Paris (80 employees) and the CRT of Ile-de-France (70 employees), it is difficult to understand who does what. A situation that leads to “redundancies”a “dilution of responsibilities”a multiplication of brands, and of the « confusion » among partners, estimates the regional audit office of Ile-de-France, in two reports published online on Friday August 30 on the subject of these structures.
A fine illustration of the French administrative millefeuille, which, from abroad, must seem quite curious. Thus, the CRT and the tourist office each have their own websites, available in different versions to promote Paris to tourists, agencies, business travelers, etc. No single entry point: “The communication channels are added up to as many competent bodies”, notes the Court of Auditors.
Duplicate and confusion
Added to this are distinct “brands”, presented in different media and communication actions: Paris Je t’aime for the Tourist Office, Visit Paris Region for the CRT. The two structures also have a common brand for certain joint actions, Paris Is Yours. If the Court welcomes this desire for rapprochement, this new brand generates, according to the magistrates, “even more confusion”. Also, each structure produces its statistics and attendance reports, with different scopes and sources – which can add to the confusion. They also duplicate the sale of certain tourist products and tickets.
“This stacking of skills, following the French territorial organization, makes no sense for a tourist. The approach by destination, around a single brand, messages, promotional materials and common data, and not dispersed by actors or territories, appears the most relevant”indicates the Court. Which adds that this « dispersion » observed in Ile-de-France ” “It goes beyond the simple issue of disseminating resources.” “It undermines the power of the destination, through the resulting confusion of image, and it is likely to sow doubt about the reliability of the destination.”
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