Caroline Putnoki, director of Atout France invitations to France

Sensible, elegant and clear in her statements, even when her enthusiasm typically mingles with the phonetic fantastic thing about her native French speaker, Caroline Putnoki obtained the report from the DT to Atout France headquarters this week to speak in regards to the second version of France Excellence 2022 – Latin America.

Caroline has been the director of the Atout France workplace for 10 years and is the creator of essentially the most glamorous and splendid occasion on this facet of the Atlantic. Nonetheless, it is not superficial allure or extravagant or ostentatious luxurious. It’s French luxurious, elegant, artistic, gentle and provoking. She talked about nearly every little thing: the individuals and visitors, the essence of French luxurious, the preparations and the identical anxiousness that she and her staff expertise days earlier than the second version of the occasion which can happen on September 19 in Sao Paulo in individual, and digital kind all through the remainder of the Earth. We current under, and by subjects, the primary a part of the interview:

I like to create

It’s a conceptual occasion. It’s a idea that brings one thing new, within the discipline of tourism, and that brings a number of content material. It has a number of content material on a passionate subject – all of that’s French luxurious. That’s the reason the a part of the convention itself, which takes place on 19 September, is open to everybody. Not solely journey brokers, but additionally, after all, open to journalists, influencers and the ultimate public.

Who can take part?

Each lover of France, each lover of French luxurious, each lover of tourism in France, each lover of luxurious tourism in France and lover of journey can take part! The aim of this occasion, since final yr, is exactly to make individuals and individuals mirror on the necessity to reinvent luxurious and luxurious tourism as effectively. There are subsequently many subjects that might be addressed shortly, in about 4 hours of conferences, debates, spherical tables.

What’s subsequent and what’s behind French luxurious

The concept is exactly to demystify French luxurious. Along with tremendous well-known manufacturers all over the world, reminiscent of Chanel, Dior, Louis Vuitton, manufacturers that make up the DNA of French luxurious, the occasion will cope with what’s behind this French luxurious, these manufacturers. And we cannot simply discuss style. We may also discuss journey, motels, gastronomy. This yr we may have an vital half devoted to gastronomy. As a result of it’s known as the principle theme which I’ve not been capable of totally translate into Portuguese “The style of creation”.

“Le goût de la création” refers back to the palate, to the will to create. “Le goût de la création” refers back to the style of creation, will, motivation and likewise the French palate.

Encourage journey brokers

For me, the proprietor of a journey company creates all day, on a regular basis. He has to create itineraries, he has to encourage his clients to journey the nation. Create motivation. So typically it is an concept, it is a begin. Which says: “Ah! I discovered this implausible. I will name that buyer to speak about it, to suggest an motion… a visit ”. So this convention actually needs to encourage journey companies as effectively and be capable of spend all they’ve behind French luxurious. So in style, in magnificence and likewise in hospitality. What’s French luxurious? It has quite a bit to do with custom, with historical past, with heritage, with tradition.

Crew Atout France in Brazil (left to proper): Regina Cerullo (administration), Gessika da Silva (business promotion), Caroline Putnoki (director), Izabele Pesinato (deputy director) and Beatriz Alves (business promotion assistant) – Credit: Paulo Atzingen – DIARY OF TOURISM)

French luxurious is French tradition itself

French luxurious is intrinsic within the lifetime of the nation, in French tradition, and never simply within the resort business, however in structure, within the city difficulty itself. A French palace, just like the Ritz or Le Meurice, is tremendous tied to tradition. The placement of those institutions alone is a tremendous factor. Le Meurice, which is near the Jardin des Tuileries and the Louvre, which has many hyperlinks with tradition, with painters, with artists. Many issues in France, to illustrate luxurious, are linked to tradition organically, traditionally. Therefore, you can’t separate tradition from French luxurious, and that is essential. It is extremely, essential. And French luxurious has added to a brand new worth that has come lately, which is sustainability, and inside it’s environmental safety.

Why is French meals completely different?

After the inauguration, which might be attended by the French ambassador to Brazil, Brigitte Collet, the primary convention might be by Löic Bienassis, who will discuss gastronomy, French palate and why French gastronomic tradition has been inscribed within the intangible heritage of UNESCO. greater than 10 years outdated. Why is French meals completely different? What’s completely different about these French gastronomic habits? The place does this style that has marked the world of gastronomy come from and the way does it come from, which nonetheless conjures up the entire world? This French meal has rituals, phases, that are sacred, that are conventional. And the entire world goes to France to search out out. So let’s clarify it, let’s discuss it.

sustainability of luxurious

Sustainability may also be one of many nice themes of France Excellence this yr and the theme might be introduced by Richard Bailley, proprietor of The Brando resort in Tahiti, and by Helène Valade, director of the LVMH group. These days, sustainability is just not optionally available, it’s necessary. It needs to be sustainable. And the nice French luxurious manufacturers, whether or not they’re style, magnificence, cosmetics, gastronomy, motels, are more and more with this want to provide in a extra sustainable manner. In sustainability there’s the social facet, there’s the human facet and there’s additionally the environmental facet. Due to this fact, the safety of nature is without doubt one of the elements addressed on this spherical desk, but additionally respect for nature, respect for the processes that won’t hurt the planet.


The concept of ​​this yr’s occasion was to have a standard thread, a spine, so we got here up with the identify “Le Goüt de la création” and I left it in French as a result of it could possibly’t be translated. Certainly, this play on phrases reveals and explains how France reinvents itself yearly on the planet of luxurious. And on the planet of luxurious, as soon as once more, gastronomy, style, magnificence and journey. As a result of the creators of luxurious experiences are within the journey enterprise. How do they reinvent themselves? And the way does France reinvent itself and supply extra new points of interest yearly? So Le Goüt de la création is actually the spine of this yr, of this occasion.

Enterprise spherical desk

We skilled exponential development once we determined to do France Excellence in a hybrid manner. We attain all Brazilian journey companies working with Europe. Those that work with Europe, if they don’t seem to be but working, must work with France (laughs). As a result of France holds a particular place in Brazil and within the hearts of Brazilians. We’re slowly resuming face-to-face occasions and I believed that the French firms that may have participated on this France Excellence weren’t (all) able to go fully on-line but. And perhaps I might have had a dozen, however I would not have had the present 28 taking part firms. So I am actually attempting to give you an attention-grabbing pressure of French luxurious. There are new French motels that the Brazilian companies do not learn about but, there are well-known exhibitors who attended little, did not do a lot promotion within the outdated days and are coming again. For instance, the Eiffel Tower. The nice president of the Eiffel Tower, comes right here to Brazil, speaks Portuguese. He’s the nice captain, commander of the Eiffel Tower, might be current at France Excellence.


Transcription: Caroline Figueiredo; reportage and enhancing: Paulo Atzingen

Test the schedule:

Monday nineteenth September 2022

or Excellence France 2022 this yr may have the face-to-face opening of the French ambassador to Brazil, Mrs. Brigitte Collet. Then the author, historian and researcher on the European Institute of the Historical past of Cultures and Meals, Loic Bienassiswill maintain a convention whose theme is “The French palate and the French gastronomic meal at UNESCO“.

Then the spherical desk “The style of creation and the creation of style”Could have the chef as individuals Laurent Suaudeaudirector of the College of Culinary Arts that bears his identify; Laurent Guezmeals critic for the French newspaper The echoes and I am a chef Jerome LacressonnièreDirector of Ducasse Consulting. The mediation might be borne by the journalist Josimar Melo.

The second debate of the dayThe challenges of creation in the present day within the face of sustainability”Could have the participation of the hotelier The Brando, Richard Baileyinstantly from Tahiti, and the group’s vice chairman for environmental improvement LVMH-Moët Henessy Louis Vuitton, Elena Valade. He would be the moderator Carlos Ferreirinhapresident from MCF consulting.

The occasion will conclude with a lesson of Benedict EpinayCEO do Colbert Committee, an affiliation that brings collectively all the posh manufacturers in France. The chief will deliver info on how the massive homes French firms cope with sustainability and present traits and challenges within the luxurious phase in its many manifestations: motels, gastronomy, style, perfumery.

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