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Retail tourism marketing

An innovative marketing approach, based on the buying behaviour of tourists according to their nationality

Tourism has been the only market to enjoy uninterrupted growth over recent years. The World Travel and Tourism Council predicts a 58% increase in the number of tourists across the world by 2025. The French government anticipates 100 million tourists in France by 2020, including 5 million Chinese.

One growth lever is still largely underexploited by French stores: the 20 million international touristswho visit Paris every year. These are mainly adults and younger senior citizens who have a strong purchasing power and who aspire to French-made goods. Highly-targeted communication, specific to each outbound market, both in France and abroad, helps to raise the brand’s profile and develop its reputation, to create the desire and will to buy and to share the buying experience.

The economic opportunities are already huge. They will continue to increase year on year, as Paris, a mythical city, keeps on attracting more and more tourists. To conquer these new markets, businesses require guidance in retail tourism marketing,a new discipline which Maxity has been developing for several years.

To study and prioritise the markets, we have developed a unique and innovative methodology. An exclusive asset, it combines tourism marketing and retail marketing in a pragmatic, objective and concrete approach.

Why not integrate retail tourism marketing?

Prediction:
According to the Paris Ile-de-France Chamber of Commerce, Paris, which already attracts 20 million tourists each year, will welcome between 8 and 10 million additional international tourists by 2020.

Prévision du nombre de touristes à Paris

The latest figures (2014) from Global Blue show that an American tourist spends on average 1190 euros per store and per day, while a Chinese tourist spends on average 1857 euros.

Source : Global Blue, world leader in tax-free shopping

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France, with a population of 66.3 million in 2015, attracted 83 million international tourists in 2013.

Source : CRT IDF

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In 2014, 1,7 million Chinese tourists visited Paris compared to 500 000 in 2008.

Source : DGE, Banque de France, enquête EVE

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Retail tourism marketing to multiply the growth levers

We analyse the way in which tourists travel and the way in which they buy. We can thereby pinpoint which outbound markets are most relevant for your brand, where and how to optimise your impact on tourists depending on their culture, age, gender, social category and buying motives with communication campaigns which are carefully targeted to the best contact points.

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PREPARING YOUR BRAND TO ATTRACT TOURISTS IN PARIS
…AND IN THEIR HOME COUNTRY

RAISING YOUR PROFILE ON SOCIAL NETWORKS

Personalised support for your social media strategy: advice, network activation, creation of content and advertising campaigns. For each outbound market, choice of the most influential networks for your activity, your sector, your image.

AUDITING THE PROCESS

Technical and cultural adaptation is essential in order to increase your chances of converting and satisfying international tourists.

ANTICIPATING BUYING BEHAVIOUR

Thanks to our international monitoring, combined with predictive marketing, we are able to provide our clients with extremely precise recommendations allowing them to integrate the future behaviour of customers visiting Paris into their strategy.

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Séduire les touristes à Paris
IN THE FOREFRONT
  • The fall in purchasing power in France has inevitably led to a search for new growth levers.

    Bernadette Dortu
    Maxity Managing Director