Say Bonjour to Dorset - New campaign launched to attract French tourists to the Dorset Coast
BCP Council is "tapping into a new market" to promote their "marvellous" seaside towns
Visit Britain has given the BCP Tourism board some additional funding which in turn has gone towards a “slightly different campaign” whereby the council has partnered with Brittany Ferries to market the area to French holidaymakers.
Previously, the council has opted to market Bournemouth, Poole and Christchurch nationally.
Cllr Beverley Dunlop, the portfolio holder for tourism, culture and vibrant places at BCP Council, said: “We spend a lot of time marketing ourselves around the country but now I think this is really an opportunity to actually try something different.”
These national marketing campaigns have proved to be a resounding success as 11.7 million people visited Bournemouth between June 2021 and May 2022, according to Place Informatics.
This made Bournemouth the third most visited coastal spot in the UK last year, a feat Cllr Dunlop wants to build upon: “What we're doing is attracting a new visitor. It's about tapping into a new market who might not have considered that we're a good destination for them.”
Cllr Dunlop added: “I think we have an international appeal because we have such an amazing coastline. We've got beaches, we have harbours, we have a historic maritime quay and if we can get a few people over, I think they'll say “wow, this is really nice!”
Despite Bournemouth having 14 miles of beach and 41 miles of coastline, Cllr Dunlop believes the coastal town is overlooked by foreign travellers as a possible seaside holiday, she said: “I think the French haven't necessarily considered doing coastal holidays in the UK, but I think it's appealing that we have similarities with the French coast.
“What we have to do is focus on what we have to offer, and we've been very good at that in the UK, but I don't think we've had the opportunity to do it abroad.”
If the campaign is successful, it’s set to do wonders for the local economy, particularly within the retail and hospitality sectors. Cllr Dunlop also believes it could go some way in showing off the many language schools in the area and increase tourism down the line.