The creation of the Grand Est region under the presidency of François Hollande in 2013 and its debut in 2016 created deep frustration in Alsace from the outset. More than anywhere else in the Grand Est region, Alsace has a very strong cultural, linguistic and societal identity.
Alsace's unease has been perceptible since the creation of the new region. An unease at finding itself dissolved into a very heterogeneous whole between Champagne and the banks of the Rhine.
However, the problem seems to have been solved with the introduction of the European Community of Alsace (CEA). A strange status, between the Grand Est region and the départements. In fact, thehe CEA is based on the merger of the Bas-Rhin and Haut-Rhin departmental councils. Even though the latter will continue to exist as an administrative structure. Elections for Alsace councillors (80 in total), followed by a vote on the Collectivité's definitive headquarters - between Strasbourg and Colmar - will mark the first steps of the new entity.
La visibility of Alsace is probably the most tangible element of this change. The Alsace" brand is already being used on all public buildings and number plates, as well as on products and services representing the region. Made in Alsace" is now a reality.
The cross-border nature of Alsace is the law
The CEA is also acquiring additional powers in the economic, cultural, transport and tourism fields.. The new authority manages a annual budget of 1.8 billion euros240 million in investment.
The CEA's levers for action on international relations, bilingualism and mobility will play an important role in attracting investors. The first two aspects are in fact closely linked. Alsace has always looked to the outside world, and "quite naturally to our two closest neighbours, Germany and Switzerland, with whom there are cultural synergies," stresses the Alsatian government. Marc Lévy, Managing Director, Alsace Destination Tourismewho is in charge of tourism promotion.
The CEA officially recognises its cross-border nature in law. This is a first in France. This recognition gives the local authority powers for cross-border cooperation, including new economic and infrastructure projects. For example, the CEA will be working on a densification of rail links to improve mobility with its German and Swiss neighbours.
A greater economic integration is also advocated with all thehe Upper Rhine region (Baden-Württemberg and the cantons of Basel-Stadt and Basel-Landschaft). This integration will be all the more effective because the Germans and Swiss now have a single point of contact, the CEA.
Tourism had already anticipated the creation of this European community. Not least because of its economic weight. In 2019, before the covid-19 crisis, Alsace generated 12.4 million overnight stays per year, i.e. 48% of all overnight stays in the Grand Est region. Half of its overnight stays came from the domestic market. In 2019, tourism generated sales of €2.5 billion...
Reclaiming the region as a tourist attraction
"In 2016, we anticipated the return of the Alsace identity with the merger of the departmental tourism agencies. The Alsace Destination Tourisme agency then took over. Its role is to promote the region in coordination with our counterparts in the Grand Est region," explains its director Marc Lévy.
The Alsace brand will enhance the region's image and visibility worldwide. "There will certainly be a new marketing strategy, but it's still a little early to talk about it. We would like to be able to evaluate hotel projects again, for example, with private and public partners. This is a prerogative that was lost with the creation of Grand Est," adds Marc Lévy.
In the events sector, the agency also hopes to work on repositioning the destination. This became necessary with the covid-19 crisis.
According to ADT's CEO, we need to rethink the era of major congresses and events. "We know that MICE activities will come back because people need to meet. But we need to come up with new scenarios. We need to see how we can integrate the suburbs into our seminar and conference offerings. I'm thinking, for example, of promoting seminars in Haguenau, Obernai or Sélestat, destinations close to Strasbourg. We're also working on nature-based alternatives, capitalising on a semi-rural offering for MICE.
In 2021, ADT will focus its marketing efforts on the domestic market- particularly Ile-de-France and Rhône-Alpes-Auvergne. According to Marc Lévy, "a real recovery in long-haul markets will take place between 2022 and 2024...".
