Grand Est: New Tourism & Hospitality Campus Planned for 2027
France’s Grand Est Region Bets Big on Tourism’s Future with New ‘Campus of Excellence’
The Grand Est region of France is poised to become the final region to establish a “Campus of Excellence” dedicated to tourism, a move signaling a significant investment in the future of the industry. Announced on February 12th, the project aims to address a critical gap: attracting local talent to a sector brimming with potential, but currently reliant on workers from elsewhere.
The Skills Gap in a Booming Industry
Tourism is a major economic driver globally, and France remains one of the most visited countries in the world. According to Statista, France welcomed over 79.4 million international tourists in 2023, generating substantial revenue. However, this growth often outpaces the availability of skilled workers. The Grand Est region, known for its vineyards, historical sites, and natural beauty, is particularly feeling this strain. The new campus aims to reverse this trend.
“There wasn’t an urgency to create this campus, but it’s a necessity,” explained Pierre-François Mourier, Rector of the Grand Est academic region. “We aren’t racing against other regions, but we recognized the time was right.” This sentiment reflects a broader trend: regions are increasingly focusing on specialized training to meet the evolving demands of the tourism sector.
Six Pillars of Tourism Excellence
The campus will operate as a network connecting educational institutions and industry professionals, focusing on six key areas of competence:
- Luxury Tourism: Catering to high-end travelers seeking exclusive experiences.
- Nature & Heritage Tourism: Promoting sustainable travel focused on the region’s natural landscapes and historical landmarks.
- Wine Tourism (Oenotourism): Leveraging the region’s renowned wine production.
- Arts de la Table (Culinary Arts & Terroir): Highlighting the region’s gastronomy and local produce.
- Leisure Tourism: Developing offerings for recreational travelers.
This targeted approach is crucial. A recent report by the World Travel & Tourism Council (WTTC) emphasizes the need for skills development in areas like sustainability, digital literacy, and customer experience to remain competitive.
Pro Tip: Look for training programmes that emphasize experiential learning – internships, apprenticeships, and real-world projects – as these provide the most valuable skills for a tourism career.
Beyond Training: Building a Regional Ecosystem
The “Campus of Excellence” label, awarded by the French Prime Minister, isn’t just about creating training programmes. It’s about fostering a regional ecosystem of excellence. Mourier envisions a network of high-quality establishments throughout the Grand Est, attracting both visitors and skilled workers.
This echoes a growing trend in destination management. Successful tourism regions aren’t simply about beautiful scenery; they’re about creating a holistic experience that encompasses accommodation, dining, activities, and, crucially, a skilled workforce. Consider the example of Tuscany, Italy, which has successfully branded itself around wine tourism, culinary experiences, and cultural heritage, supported by a robust network of skilled professionals.
The Rise of Experiential and Sustainable Tourism
The focus on areas like nature tourism and culinary arts reflects a broader shift in traveller preferences. Increasingly, tourists are seeking authentic, immersive experiences that connect them to the local culture and environment. Sustainability is also a major concern, with travelers actively seeking eco-friendly options.
Did you know? A 2023 Booking.com survey found that 73% of travelers intend to travel more sustainably in the coming year.
The Grand Est region is well-positioned to capitalize on these trends. Its diverse landscapes, rich history, and thriving culinary scene offer ample opportunities for developing unique and sustainable tourism offerings.
Timeline and Next Steps
The Academy is scheduled to submit its application for the “Campus of Excellence” label in autumn 2026, with a projected launch date in early 2027. This timeline allows for careful planning and collaboration with industry stakeholders to ensure the campus meets the region’s specific needs.
Frequently Asked Questions (FAQ)
Q: What is a “Campus of Excellence” in tourism?
A: It’s a network of educational institutions and industry professionals focused on developing high-quality training programmes to meet the specific needs of the tourism sector.
Q: Who will benefit from this campus?
A: Local students seeking careers in tourism, businesses in the Grand Est region looking for skilled employees, and tourists seeking high-quality experiences.
Q: What types of jobs will this campus prepare students for?
A: A wide range, including hotel management, culinary arts, tour guiding, wine tourism, and sustainable tourism development.
Q: How will the campus ensure its programmes are relevant to industry needs?
A: By collaborating closely with tourism businesses and regularly updating curricula based on industry feedback.
Want to learn more about tourism trends in France? Explore France.fr for the latest information and inspiration.
What are your thoughts on the future of tourism in the Grand Est region? Share your comments below!