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Annexe 1 2 SOMMAIRE Plan DE Développement économique durable 2012-2027 AANNNNEEXXEE 11 SSTTRRUUCCTTUURRAATTIIOONN EETT DDEEVVEELLOOPPPPEEMMEENNTT DDUU TTOOUURRIISSMMEE Étude MaHoc- CREOCEAN - Archipelagoes PDEM 2013 – Annexe 1 2 SOMMAIRE Pages Rapport phase 1 : Diagnostic 5 Introduction 8 Les données de cadrage 13 L'offre touristique actuelle et les projets 25 Le diagnostic de la demande 57 L'organisation touristique et les outils marketing 75 Benchmarking de produits et de destinations 89 Conclusions du diagnostic 93 Annexes 95 Rapport phase 2 : Définition du positionnement de la destination et du produit 179 "Tourisme aux Marquises" Introduction 181 Rappel méthodologique 182 Rappel sur le potentiel de développement touristique des îles Marquises 185 Stratégie marketing du tourisme aux Marquises 188 Axes stratégiques du développement touristique 205 Rapport phase 3 : Plan d’actions opérationnel pour le développement 209 du tourisme aux Marquises Rappel méthodologique 212 Le plan d'actions opérationnel 213 ANNEXES 261 Complément au rapport phase 3 : réponses aux notes du Conseil Communautaire 262 des 31 août et 1er septembre 2012 Calendrier de mise en œuvre 266 Proposition de charte graphique identité Tourisme aux Marquises 268 Exemple de cahier des charges pour l’implantation d’une aire technique pour la 278 plaisance PDEM 2013 – Annexe 1 3 PDEM 2013 – Annexe 1 4 COMMUNAUTÉ DE COMMUNES DES ÎLES MARQUISES Structuration et développement du tourisme aux Marquises Rapport de phase 1 Diagnostic Mars 2012 PDEM 2013 – Annexe 1 5 SOMMAIRE Introduction ........................................................................................................................................... 8 Objectifs et méthodologie ................................................................................................................... 9 Rappel des objectifs généraux de la mission ............................................................................ 10 Rappel des différentes phases de la mission............................................................................ 11 Méthodologie de la phase 1 ........................................................................................................... 11 Les données de cadrage .................................................................................................................... 13 I. L’environnement démographique et économique ................................................................. 14 LA DEMOGRAPHIE ....................................................................................................................... 14 L’EMPLOI ......................................................................................................................................... 17 LES SECTEURS D’ACTIVITES ECONOMIQUES .................................................................... 20 II. L’environnement administratif ................................................................................................... 22 L’ACTUEL PERIMETRE DE LA COMMUNAUTE DE COMMUNES DES ILES MARQUISES ................................................................................................................................... 22 L’EXERCICE DE LA COMPETENCE TOURISME ................................................................... 23 L’offre touristique actuelle et les projets ...................................................................................... 25 I. L’accessibilité et la mobilité ........................................................................................................ 26 LA DESSERTE AERIENNE ET MARITIME DE PASSAGERS ............................................... 26 LA DESSERTE MARITIME ........................................................................................................... 29 LES RESEAUX ROUTIERS ......................................................................................................... 31 LES SENTIERS DE RANDONNEE ............................................................................................. 31 II. La ressource naturelle et paysagère ....................................................................................... 35 PATRIMOINE NATUREL ET GEOLOGIQUE ............................................................................ 35 CLIMAT ET RISQUES NATURELS ............................................................................................. 37 PROTECTION DES SITES NATURELS .................................................................................... 37 PATRIMOINE BATI ET IMMATERIEL ........................................................................................ 39 III. L’offre en hébergement et en restauration ............................................................................ 47 PDEM 2013 – Annexe 1 6 L’HOTELLERIE CLASSIQUE ....................................................................................................... 47 PENSIONS DE FAMILLE ET HOTELLERIE FAMILIALE ........................................................ 47 LES HEBERGEMENTS CHEZ L’HABITANT ............................................................................. 50 LA RESTAURATION ...................................................................................................................... 51 IV. Les éléments constitutifs de l’offre touristique et commerciale ...................................... 53 Le diagnostic de la demande ............................................................................................................ 57 I. Les chiffres clé de la demande touristique .............................................................................. 58 LA FREQUENTATION TOURISTIQUE ...................................................................................... 58 LA PROVENANCE DES TOURISTES ........................................................................................ 60 LE REMPLISSAGE DES HEBERGEMENTS ............................................................................ 61 II. Les résultats de l’enquête .......................................................................................................... 62 III. Les principaux profils types des visiteurs aux Marquises ................................................. 64 IV. La présence de filières à fort potentiel touristique .............................................................. 68 V. Les marchés émetteurs potentiels .......................................................................................... 71 L’organisation touristique et les outils marketing ....................................................................... 75 I. Les acteurs institutionnels ........................................................................................................... 76 LES COMITES DE TOURISME ................................................................................................... 76 LE GIE TAHITI TOURISME .......................................................................................................... 77 LE SERVICE DU TOURISME ...................................................................................................... 77 II. La production, la promotion et la commercialisation des Marquises ............................... 79 LA COMMUNICATION ET LA PROMOTION DES MARQUISES .......................................... 79 LA COMMERCIALISATION DE LA DESTINATION MARQUISES ........................................ 80 Benchmarking de produits et de destinations .............................................................................. 89 Benchmarking de destinations ....................................................................................................... 90 Conclusions du diagnostic ................................................................................................................ 93 I. Principales conclusions du diagnostic ...................................................................................... 94 II. Problématiques d’avenir ............................................................................................................. 94 ANNEXES ..............................................................................................................................................95 PDEM 2013 – Annexe 1 7 Introduction Les Marquises, appelées également Te Henua Enana (« terre des hommes ») couvrent 1 000 km² de terre émergées et présentent un fort potentiel touristique grâce à de nombreux atouts : - Pouvoir de fascination, - Abondance de vestiges archéologiques et patrimoine culturel, - Patrimoine naturel important, - Artisanat local fortement développé, - Population locale chaleureuse, - Renommée de l’archipel grâce à des personnalités telles que Gauguin et Brel... Cependant, ces atouts touristiques ne doivent pas masquer le fait que le tourisme de séjour n’a pas décollé comme espéré, essentiellement en raison du coût de la destination et d’une desserte aérienne extérieure insuffisante. Beaucoup reste à faire par ailleurs, dans la promotion de la destination, la formation des prestataires locaux, l’amélioration de la qualité de structures d’accueils familiales. Ainsi, le potentiel touristique des Marquises reste encore sous-exploité comparé à d’autres destinations de Polynésie Française, telles que les îles Sous-le-Vent. La Communauté de Communes des Iles Marquises (CODIM) a été créée le 29 novembre 2009. La CODIM englobe les 6 îles habitées qui regroupent 8 658 habitants. La CODIM souhaite permettre de structurer et
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