EUROPE: INTERVIEW Value over volume Jaco Seyffert of Rouen Tourisme explains to Alex Smith how the French city’s small-port approach is allowing it to offer an immersive experience to cruise guests For many ports, the journey to growth follows a familiar path: bigger facilities, extra berths and more calls. The city of Rouen, capital of Normandy in northern France, has chosen a different approach, implementing what Jaco Seyffert, river and ocean promotion and marketing manager at Rouen Tourisme, describes as a “value over volume” strategy. “Rouen’s strength is to offer the feel of a small port with the depth of a major historic city,” he says. “Some may assume there is less to do in a smaller port like Rouen, but it has a remarkable concentration of heritage assets and museums, so the experience it offers easily rivals much larger cities.” This allows Rouen to offer a welcome to visitors that is both scenic and efficient, explains Seyffert. “Because we primarily welcome midsized and luxury vessels up to around 250 metres, the arrival process is simple and fast, from pilotage to disembarkation,” he says. “The city-centre terminal sits about two kilometres from the cathedral, so guests can take a scenic 25- to 30-minute stroll into the medieval heart of Rouen.” The port structures its shore excursion portfolio around five heritage pillars: history, gastronomy, art, industry and nature. These are used to create what Seyffert describes as “slow tourism experiences” for cruise passengers. “History is brought to life through immersive storytelling, such as a deep dive into Joan of Arc’s legacy on the very streets where her story unfolded” he explains. “Guests who want to explore the cuisine of France’s only Unesco Creative City of Gastronomy can join tasting tours to try Norman cheeses and ciders. Industry and art are approached through experiences that highlight craftsmanship and visits to collections. Finally, nature is experienced through soft mobility and outdoor programmes along the Seine valley.” Overnight stays represent a particularly valuable opportunity for both cruise lines and the port because they allow guests to enjoy the city’s ‘Twilight Excursions’. “These can include private museum evenings in the historic centre, or a candlelit concert at the Abbey of Saint-Ouen with recitals on the worldrenowned 1890 Cavaillé-Coll organ – one of Europe’s legendary instruments,” says Seyffert. “Experiences like these speak directly to the expectations of premium and luxury guests, but they are very hard to provide during a conventional day call.” Rouen can also serve as a launchpad to explore further afield, with Paris around 90 minutes away and the D Day landing beaches reachable in around two hours. “This allows planners to build a very diverse portfolio of day and evening excursions,” says Seyffert. “Guests can go from Impressionist gardens and châteaux to World War II remembrance, coastal landscapes and capital city culture, all while keeping the ship in a calm, walkable port.” Rouen is France’s only Unesco Creative City of Gastronomy 169
RkJQdWJsaXNoZXIy NzQ1NTk=