Exclusive interview with Gérard Daudet, Chairman of the Luberon Tourism Office
All 6 of the ‘Most Beautiful French Villages’ are Luberon
“Korea is the most dynamic market…the fastest among the three”
It fits well with Korea’s small-scale, stay-at-home travel style, Luberon.
news/cms/202411/15/news-p.v1.20241111.94e729822f9c489291839ff5844a5cc3_R.jpg" data-width="2835" data-height="1889" /> Enlarge photo Luberon Gordes. /Photo = French Tourism Office
It has been 40 years since I lived in Luberon. But even now, every morning when I wake up, I am moved by the Luberon scenery unfolding outside my window, and I start my day grateful that this is where I live. I travel a lot, but no matter where I go, I am happiest when I return to Luberon, where I live.
Gérard Daudet, Chairman of the Luberon Tourist Information Office
news/cms/202411/15/news-p.v1.20241111.656eb0a5385c4ac6b030d4b41f93ccd9_R.jpg" data-width="966" data-height="543" /> Enlarge photo Gérard Daudet, Chairman of the Luberon Tourist Information Office. /Photo = Kang Ye-shin Travel + Reporter
Gérard Daudet, chairman of the Luberon Tourist Information Office and mayor of the city of Luberon-Cavillon, visited Korea for the first time last month. This is to attend ‘French Days in Seoul 2024’, an event prepared by the French Tourism Office for exchanges between the French and Korean tourism industries.
Chairman Dode also sponsored the gala dinner event of French Days in Seoul due to his strong interest in the Korean market.
When asked why he left his familiar and comfortable neighborhood at such a young age to visit Seoul, which can feel unfamiliar and complicated, he said, “Many Korean travelers are investing more than 14 hours just by flying to visit the Luberon.” “In order to provide a satisfying experience to those who visited me, I thought it was natural for me to come to Korea and communicate directly with Koreans,” he said.
news/cms/202411/15/news-p.v1.20241111.342c26279d83499abecca17a45ad9425_R.jpg" data-width="2835" data-height="1862" /> Enlarge photo Gordes lavender field. /Photo = French Tourism Office
Luberon, a natural park in southern France, is such a special place that it has been designated a UNESCO World Heritage Site twice. The spectacular scenery unfolding below the highlands is awe-inspiring.
The colorful village is located in a landscape surrounded by vineyards, white oak trees, and olive groves. Gordes, Roussillon, Ensuil, Menerves, and Lourmarin were selected as ‘the most beautiful villages in France.’ Poppies and lavender, which can be seen depending on the season, are loved around the world as famous snapshots.
The Luberon is close to all southern France’s major tourist attractions. It takes 45 minutes from Marseille Provence Airport, 30 minutes from Avignon, and 2 hours and 30 minutes from Nice.
news/cms/202411/15/news-p.v1.20241111.1bde6fd91cb64abb92aba5f30358095b_R.jpg" data-width="2835" data-height="1890" /> Enlarge photo Lourmarin. /Photo = Luberon Tourist Information Office
Lourmarin in Luberon is also famous for the tomb of Albert Camus, who won the Nobel Prize in Literature for ‘The Stranger’. Albert Camus used the Nobel Prize money to purchase a house in Lourmarin, a place with lush photo fields and olive groves, where he lived until just before his death.
Former President François Mitterrand also had a home in Luberon, and his daughter is said to still live in Luberon. In addition, many celebrities, including French actor Daniel Auteuil, actors, singers, and comedians, have settled here.
It is said that, out of consideration for those who stay quietly away from tourists, residents do not pretend to know even if they encounter a star out of respect for their privacy and relaxation.
news/cms/202411/15/news-p.v1.20241111.1fb1aca2665a454da8646424c0368c58_R.jpg" data-width="2835" data-height="1890" /> Enlarge photo Luberon poppy field. /Photo = judithvoyage
Chairman Daudet explained at Luberon that the Korean market is “the most dynamic market since the pandemic.” Among Asian countries, the Korean market is said to have the fastest recovery rate.
He said, “Korean travelers tend to come in small groups of acquaintances and stay at the Luberon while traveling, rather than stopping by briefly as a group.” He added, “Because these small-scale customers are the most suitable customers preferred by Luberon, we are always interested in Korean travelers. “I’m watching,” he said.
He added, “It is also attractive that many Korean travelers visit in spring and fall, even if it is not necessarily the summer season.”
When asked what Luberon is proud of, Chairman Dode first chose gourmet food. It is said that there is an abundance of fresh and delicious local food such as olive oil, truffles, honey, and rose wine.
You can also watch grapes or truffles being harvested or olive oil being pressed. In the case of truffles, you can see them if you visit between December and February, and some are harvested in the summer season as well. He explained that there are many different types of olive oil, and the optimal product is different depending on the color, texture, and food served with it.
All of this can be learned and experienced through the Luberon Gourmet Tour.
news/cms/202411/15/news-p.v1.20241111.93c6fc0c39d2432ebf997e83cc3335cf_R.jpg" data-width="2835" data-height="1890" /> Enlarge photo Luberon wine and food. /Photo = Marelune Yvinec Nouvelle Lune agency
Olive oil and truffles can also be found in other regions of southern France, but when asked if there were any specialties unique to the Luberon, President Daudet, who is also the mayor of Cavaylon, introduced ‘Cavallon melon’. Unlike regular green melons, this melon is yellow on the inside, and is famous for being very sweet and delicious. It can be enjoyed during the summer season from early June to late August.
Chairman Daudet emphasized, “Nowadays, yellow melons are being sold under the name of Cavallong melons in places other than Luberon, but the real Cavillon melons are those grown from Luberon’s Cavillon.”
Currently, trademark rights are protected through IGP (one of the European Union’s food certifications, a certification system granted only to products with high quality and differentiation) so that if the melon is not from Cavallong, it cannot be sold under the name ‘Cavaillon melon’. The procedure is in progress.
He emphasizes that if the process is successfully completed, from now on travelers will be able to taste only ‘real Cabayon melons’ produced in Cabayon.
Chairman Dode said, “Among Cavanyong melons, products labeled ‘Cavayon Premium’ are selected only from those with a sugar content of 14% or higher, so they cannot be tasteless.” Cavallong melons are the best specialty of the Luberon region, so much so that the Cavallong Melon Festival is held in early July.
news/cms/202411/15/news-p.v1.20241111.1b83a12dc7b0487b8a54b562274a4e84_R.jpg" data-width="2000" data-height="1333" /> Enlarge photo Biking in the Luberon / Photo = P. Giraud – OTLMV
Because Luberon is a natural park area, it is difficult to get around by public transportation, but there are good bicycle paths. You can visit vineyards on foot or by bike, and visit antique shops and local markets.
Accommodation facilities include options suitable for all budgets, from Palace-class hotels to cost-effective accommodations. It is also attractive that it is comprised of local brand hotels and B&Bs rather than global chain hotels.
Rather than staying in a hotel with a similar atmosphere, you can stay in the ‘most Provence-like’ accommodation that is full of the characteristics of the Luberon region.
Korean travelers often use Hanjin Tours charter flights as a convenient way to travel to the Luberon. Hanjin Tourism has been collaborating with Marseille Airport, Marseille, Aix-en-Provence, and Luberon for several years. Charter flights are launched every year, and this fall was no exception.
Demand is increasing to the extent that it was operated three times last year, but four times this year. Chairman Dode said, “We plan to launch a charter flight in the spring next year, and we are working to operate regular flights in the future.” He added, “We will work more closely with Hanjin Tourism to invite Korean travelers to the Luberon all year round.”
news/cms/202411/15/news-p.v1.20241111.f83adc8ab34e43b3abc009bd681c7900_R.jpg" data-width="966" data-height="544" /> Enlarge photo Gérard Daudet, Chairman of the Luberon Tourist Information Office. /Photo = Kang Ye-shin Travel + Reporter
Concluding the interview, Chairman Dodet emphasized that Luberon has a variety of things to enjoy for Korean travelers and that he is confident that it will provide the best memories.
Korean travelers’ opinions about Luberon, whether positive or negative, are all valuable, so I hope that many of them will hear their voices. The Luberon Tourist Information Office will continue to do its best to satisfy dynamic and trendy Korean travelers.
Gérard Daudet, Chairman of the Luberon Tourist Information Office
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