Agreement protocol for promoting the Loire Valley destination

A vast region steeped in heritage

The Loire Valley destination stretches beyond the boundaries of the site listed as a World Heritage from the Loiret département all the way to the Atlantic Ocean. It encompasses the wild Loire, the UNESCO Loire, the royal Loire and its châteaux – where the history of France all began – the wine region and the gardens of France all the way to the Estuary. 

The Loire Valley is brimming with rich resources that are themselves acknowledged to be major tourist brands: Loire Châteaux, Loire wines, La Loire à Vélo cycle paths and city destinations (Nantes, Angers, Saumur, Tours, Blois and Orléans). 

A multi-annual pooled promotion programme

The French State and Centre and Pays de la Loire Regions are looking to build firm foundations for their tourist promotion strategy on this destination and are jointly putting together a co-funded action plan. 

The first joint actions will focus on: 

• Creating a "Loire Valley" brand and its brand code
• Setting up a "Loire Valley" website
• Carrying out communication actions by Atout France

Download

• Protocole d’accord pour la promotion touristique de la destination « VAL DE LOIRE » (PDF, 134.11 kB)

A commitment in keeping with regional strategies

Centre Region

Since 2009, the Loire Valley has been the kingpin of the regional tourist brand strategy implemented by the Loire Valley Centre Regional Tourist Board and is even in poll position among the five priority brands: Loire Valley, La Loire à Vélo, Touraine, Berry Province and Loire Châteaux. 

Pays de la Loire Region

In its Regional Sustainable Employment and Economy Plan, adopted in 2011, the Pays de la Loire Region has defined seven main courses of action and has decided in particular to base its communication strategy on the well-renowned tourist brands – in France and worldwide. 

This new strategy is, moreover, reflected in the new version of  EnPaysdelaLoire.com uploaded at the start of 2012. 

Online:

• Etat et régions unissent leurs forces pour mieux vendre le "Val de Loire" (La Gazette des communes, 16/01/2012)
• Le Val de Loire devient une vraie marque (Le Courrier de l'Ouest, 16/01/2012)
• Un plan d'actions pour la marque Val de Loire (La Nouvelle République, 17/01/2012)