EXPERIENCE - experiential tourism to extend the visitor season

EXPERIENCE is a €23.3 million project co-financed by the European Regional Development Fund(ERDF) to the amount of €16 million as part of the Interreg VA France (Channel) England Programme 2014-2020. Norfolk County Council is the lead partner, working with 13 other organisations across 6 pilot regions in France and England : Norfolk - Kent - Cornouailles (région de Penzance) - Pas-de-Calais - Compiègne - Bretagne (Baie de Morlaix and Côtes d’Armor).
Over the next 3.8 years, this project will harness the experiential tourism trend to extend the season (October – March), generating 20 million new visitors outside high season, and delivering sustainable economic growth across the Channel region.
Together, project partners will reinvent the way the economy, environment, communities and brands interact - focusing on sustainable, low-impact tourism activities to secure the future resilience of our natural and cultural assets.
The objectives of the EXPERIENCE project are fully consistent with Brittany Ferries’ development strategy. As part of the company’s new brand positioning, which will be based more on the destinations served than on the mode of transport alone, Brittany Ferries is particularly interested in developing experiential destination marketing: promoting live experiences, creating emotions, revealing hidden gems, and investing in innovative promotional material to bring us closer to the needs and communication methods of its customers. At the same time, the company always seeks to better target its audiences in marketing campaigns, as not all customers are looking for the same type of holiday. Finally, Brittany Ferries’ participation in the EXPERIENCE project is an excellent opportunity for inter-regional cooperation that extends beyond its traditional hinterlands, and strengthens its partnerships.



Ever aware of the growing importance of environmental issues, Brittany Ferries participates in many research projects, working closely with a range of scientific organisations.

Conserving the marine environment (in partnership with ORCA)

Our company is supporting ORCA – a charity working to protect whales, dolphins and other marine life. ORCA wildlife officers live and work on board during crossings to Spain in spring and autumn. They inform and entertain passengers with presentations on cetaceans, and the delicate ecosystem these fascinating creatures inhabit.

The effect of climate change on the sea (in partnership with the Sir Alister Hardy Foundation)

For 30 years, we have been assisting the Sir Alister Hardy Foundation For Ocean Science (SAHFOS) by towing measuring devices behind our ships. These monitor vital parameters including plankton levels and sea temperatures. The data we collect is used by marine scientists and policy makers to address marine environmental management issues such as harmful algae blooms, pollution, climate change and fishing.

Working in partnership with French tourism stakeholders: Le Grand Ouest Destination Campaign

Brittany Ferries is an active contributor in an annual marketing destination campaign called ‘Le Grand Ouest’. Together with Atout France, the French tourist development agency, and the regional tourist boards in Brittany, Normandy and Atlantic Loire Valley, Brittany Ferries is committed to inspiring the British to discover or rediscover the destinations served in western France.


Brittany Ferries and VisitBritain, the tourist board of Great Britain, are teaming up to launch a campaign which aims to attract more French tourists across the Channel

Inspire French visitors to discover the British region. In the last few years, London has become the unrivalled flagship destination for French visitors to Great Britain. This new partnership with VisitBritain aims to achieve a more balanced pattern of French visits throughout Great Britain. It emphasises the regions, in particular those of Southern England such as Hampshire, Dorset, Devon and Cornwall, all of which are easily accessible from Brittany Ferries’ ports, and which have a lot to offer in terms of landscapes, history, heritage and gastronomy. Above all, the campaign is about getting French visitors to explore Great Britain more deeply. The partnership between Brittany Ferries and VisitBritain was signed on the 5th November 2013, and includes a full communications plan bringing together the Brittany Ferries and VisitBritain brands, and promoting new products and destinations for tourists throughout the south of England.

Working with the educational sector

Each year we sign training agreements with educational establishments and the Region of Brittany. We work with 18 Breton vocational colleges specialising in hospitality and tourism. Since 1993, 4,650 students have taken part. We enrol more than 100 trainees each year, and we pay the vocational educational tax on behalf of the colleges. 2007 saw the creation of a professional qualification for restaurant waiting staff, recognised by all catering professionals. Brittany Ferries’ participation has so far allowed 29 waiters and waitresses to qualify.

Seasonal employment

Each year for over two decades, Brittany Ferries has provided 50 seasonal jobs for students training to work within the hospitality sector.

Ticket To Pitch

For the fourth consecutive year, Brittany Ferries was proud to host the fourth edition of the ‘Ticket To Pitch’ event on board its flagship. Organised by start-up mission ‘French Tech Brest +’, this event allows mid-sized companies to meet innovative start-ups capable of providing digital solutions to the problems presented before the event. The event took place on 27th September 2019 from 9am to 5pm on Pont-Aven.


  • 21
    LNG bunker terminal construction begins in Bilbao
    > More
  • 14
    Brittany Ferries and CMA CGM form a partnership in passenger and freight transport
    > More
  • 24
    Sack the staycation and ferry to France instead
    > More

Points of view

Members of staff, partners and institutions give their point of view


A company proud to promote local and economic development

Our People

Brittany Ferries - the story of many hundreds of passionate staff members enjoying fulfilling careers