Prior to the launch of VPCC in 2008, she joined the Var Chamber of Commerce and Industry as marketing manager at Toulon-Hyères International Airport.
At the launch of VPCC, Blum and her team were given a ‘clean white sheet of paper’ and free rein to create a brand to market Var Provence and nine local boutique cruise ports to the cruise industry in partnership with regional institutions, local authorities, tourist offices, harbour masters, port agents, tour operators, pilots, local guides etc.
Nine port network
The MedCruise member, nine port network comprises St-Cyr, Bandol, Sanary, Ports of Toulon Bay (Toulon and La Seyne), Le Lavandou, Cavalaire, St-Tropez, Fréjus and St-Raphaël.
Blum calls ‘the challenge and pleasure of creating a brand ‘Var Provence’ from zero and building a network of nine cruise ports, establishing a reputation on an international scale in close relationship with our local stakeholders and entire ‘cruise community’, is a key achievement.’
Other milestones Blum singled out in her tenure include building a portfolio of more than 100 immersive and carbon free excursions to enhance the guests’ experience ashore, helping tour operators to diversify their catalogue.
Cruise Friendly label
Another is the introduction of the ‘Cruise Friendly Welcome Quality Label’.
Initially deployed in Toulon and La Seyne in 2013 it ensures a warm and quality welcome to the passengers by enhancing their experience ashore helping local businesses, shop keepers, restaurants, leisure providers to attract new customers who have engaged in a chart.
‘It currently accounts for 1,000 shops in ten ‘Cruise Friendly’ towns throughout Var Provence and more destinations are joining in, namely the islands of La Réunion, Martinique and the ports of Sète, Cherbourg and Yokohama are ‘Cruise Friendly’ destinations.’
Blum has played an active role in several working groups in France and in the Mediterranean including MedCruise, CruiseLab and French Med Ports and also in Atout France, and the French Maritime Cluster.
Since June 2019, she has co-chaired the cruise workshop of the Comité France Maritime (French Maritime Committee) part of the Secrétariat Général de la Mer (Secretariat General for the Sea) with an aim to help increase awareness of the cruise industry in France, both on a national and international level.
Tourism Medal
At the beginning of this year Blum was awarded the Tourism Medal by the French government.
Reflecting on her time at VPCC Blum shared, ‘the industry has grown at a stable pace in the past 15 years, with newcomers, expedition cruise expansion, bigger and smaller size ships, an increase in luxury brands, and a new generation of customer’s requirements growing in terms of service expectations.’
Blum feels that post pandemic specifically the situation facing cruising has changed. ‘Residents are increasingly sensitive to the environmental issues of the cruise activity (noise, visual, air pollution),’ she told Seatrade.
She warns of new challenges lie ahead with geopolitical instability, and Europe facing energy shortages this winter, ‘but the cruise industry is nevertheless resilient and I remain confident that solutions will be found to stay on course,’ Blum added.
Advice
What advice to offer the next generation promoting Var Provence to the cruise line executives?
‘Be creative and continue to make your way to stand out from the crowd with the support of the entire community.’
Blum is passing the torch to Julie Bensadoun ‘who has greatly contributed to our success of placing Var Provence on the cruise map in becoming an unavoidable destination in the French Med itineraries,’ she added.
Bensadoun will take the leadership of the Var Provence Cruise Club on Blum’s departure.
Future outlook
Asked what the future holds for her Blum said, ‘I am going to try to slow down, enjoy life and spend more quality time with my family and close friends.’
She remains open to new opportunities, ‘but with one condition: to have fun and share!’
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