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"We are at a crossroads and we have a great opportunity"

An essayist, David Djaïz recently published Le Nouveau Modèle Français in 2021. A graduate of the Ecole Normale Supérieure and the Ecole Nationale de l'Administration (ENA), he also teaches at Sciences Po in parallel with his work as director of strategy and training at the Agence Nationale de la Cohésion des Territoires. His latest book focuses on the potential of the French nation to rebuild a coherent and unifying project for society. He shared his thoughts with the participants of the Paris Asset Forum >hospitality.

Through the book "Le nouveau modèle Français" by David Djaïz, we take a step back in time by analysing France from after 1945 to the current situation.

"However, in a few years, the country got back on track, rebuilt itself, modernised itself, and gave itself a direction around what I call a French model. That is to say, a synthesis and a compromise between the different forces within society."

In France after 1945, there was "a desire to build a shared future" thanks to three fundamental pillars: great confidence in the future, heavy industrialisation and social security.

David Djaïz wishes to transmit a "message of confidence, optimism and hope". "We are at a crossroads, and we have a great opportunity, we just need to have a good understanding of the present and work collectively to rebuild a true model of society, which is both an economic and a social model, where hospitality will have its place."  

At present, there is a profound change in consumer habits, where the proportion of the budget devoted to manufactured products and basic necessities is decreasing in favour of spending on well-being. This is known as the "welfare economy", i.e. an economy that seeks "uses and experiences rather than simply buying consumer goods". Within this economy, the following sectors can be found: hotels, restaurants, agriculture, food processing and health, for example.

"It is an economy that seeks to make all of life's experiences more enjoyable. This qualitative demand, this intangible demand, this demand for experience, is increasingly strong among households that are equipped with primary goods."

Transition and competitiveness are the key elements to foster the shift towards this economy. Certain sectors will be faced with an "absolutely major transition" with, for example, the decarbonisation of our economy, the increase in the level of service and well-being and the development of short circuits.

David Djaïz recalls the importance of having a global vision for the evolution of the tourism sector. "The hotel offer is very largely dependent on transport infrastructures, TGV networks and metropolisation."

Training and digital technology will be the major challenges of tomorrow. Training must evolve, valuing the excellence of the diploma as much as the excellence of the craft or the excellence of care. "We must also move from a logic that is too focused on the diploma to one that is focused on know-how and training."

Digital technology has enabled the evolution of many sectors and will be a "vector of transition and profound modernisation of this economy of well-being".

The last few months have shown our ability to adapt, reorganise and create solutions to the health situation.  "We must be confident and optimistic".

You can watch his entire speech in the video : in French.

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