Twenty million admissions in 2022, an increase of 40% in three years. ” The French rediscover the companies of their territories, a relationship of trust begins notes with satisfaction the observatory “Entreprise et Découverte” which has just revealed the figures for company visits. Some 3,500 companies would thus have taken part in the game in 2022, an increase of 75% in three years. ” France affirms and strengthens its position as a leader in company visits, a real French economic and cultural exception “, reveals the report. Just as tourists go to discover museums and castles, they visit companies carrying know-how that constitute the wealth and heritage of France.
Profit center, recruitment tool
Beyond participating in the promotion of the “country of France”, know-how tourism is now a new center of profit for these companies. For 70% of them, the commercial issue is a priority. SMEs thus hope to increase their margins. With an average visit price of 9 euros, compared to 5.90 in 2020 and 3,500 visitors per year, on average, companies benefit from it. Especially since 85% of them have a store and the report observes a 30% increase in the average post-visit basket., compared to purchases made without a prior visit to the company. Some achieve up to 50% of their turnover through company visits (such as the Fragonard perfumery, Confiserie des Hautes-Vosges, Verrerie de Biot, etc.).
In addition to this financial contribution, it is a privileged tool for increasing their notoriety and possibly attracting young people to their professions, while many sectors are struggling to recruit new talent. The attractiveness of professions is thus mentioned by 50% of the companies involved – a figure which is constantly increasing. The company visit thus makes it possible to discover on site professions, to engage in direct dialogue between employees and young people. Especially since for more than 55% of companies, families are the first public, the company visit interesting young and old. A way for young people to discover French know-how, the world of business and to understand its professions. And for companies, to demonstrate to the public their values and their societal, environmental and “made in France” commitments. This is particularly the case for Ethiquable (fair trade organic products) in the Gers, Le Roy René (confectionery) in Aix-en-Provence or Atelier Tuffery (textile), in the Cévennes…
Regional audience
For 70% of companies, the first public is made up of visitors to the region. “ Know-how tourism is proximity tourism. It allows a strong reconnection of the inhabitants with their businesses “. In addition to the fact that they renew their visits, they become ambassadors for the companies in their territories. In addition, this helps to smooth out visits throughout the year. ” Nearly 50% of companies regularly receive visitors on the seasonal wings, thus contributing to the deconcentration of flows over the summer period “, notes the observatory. 18% of visitors are foreign tourists (compared to 21% in 2019) whom 65% of companies are able to accommodate (compared to 55% in 2019). ” A very satisfactory result given the constrained international situation in 2022. This confirms the attractiveness of French know-how tourism “, notes the observatory.
Big companies are getting into it too.
The company visit seems ” the preferred tool for small and medium-sized businesses “. Thus, 94% of VSEs and SMEs, compared to only 6% of ETIs and large companies, opened their doors to the public last year. Nevertheless, 2023 is marked by the arrival of large companies, such as Renault, Stellantis, Bonduelle, Petit Bateau, Danone, Boursin… Note that in terms of seniority, nearly half (48%) of the companies visited have over 50 years old – a constantly increasing proportion – and 28% even 100 years old and over. ” Know-how tourism confirms its territorial, heritage and cultural roots. 40% of companies have a company museum, in addition to their visit offer », Details the study.
In terms of sector, agri-food still tops the list of the most committed companies (38%). However, two sectors are progressing compared to the 2020 observatory, the ” Wines, beers and spirits »(24%) and the ” Fashion and cosmetics » (9%). Other sectors that appear to be “open” include industry, energy and the environment (15%) and crafts and arts and crafts (14%). First most visited company, EDF, with some 500,000 admissions in 2022. Other companies that drive this tourism, the Biot glassworks in the Alpes-Maritimes, with 450,000 visitors; the Hautes-Vosges confectionery in Plainfaing (260,000 visitors) and the Cave de Gan Jurançon. Nevertheless, VSEs are also doing well. This is particularly the case with the Cara’meuh farm! in Vains in Normandy, which has a total of 70,000 visitors, the Marseille soap factory of the unicorn (69,370 visitors) or the petrifying fountains of Saint-Nectaire in Auvergne-Rhône-Alpes (63,000) and the Atelier du piment in Espelette in the Basque Country, with 60,000 visitors.
Charlotte DE SAINTIGNON
2023-08-08 20:55:17
#Booming #knowhow #tourism #Burgundy #Gazette
