Aubert Octave-Louis

Octave-Louis Aubert: active local tourism promoter

Editor, author and journalist, Octave-Louis Aubert (1870 in Paris – 1950 in Saint-Brieuc) was a highly influential economic figure in Brittany during the first half of the 20th century. Concerned about the economic development of Brittany, the region he adopted, he played a pivotal role in the early stages of its tourism industry. He was instrumental in establishing local tourist offices, promoting the planning of seaside resorts, and, above all, publishing the magazine “la Bretagne touristique”. At the same time, by providing editorial and material support to Breton artists involved in the Seiz Breur movement, he also made his contribution to the Breton regionalist movement between the two World Wars.

A fatherless child and self-taught with only a primary education certificate to his name, he settled in Saint-Brieuc in 1893 and embarked on a career in journalism, firstly at the Réveil breton, then at Le Démocrate. He was also a lecturer. In 1899, he became the editor-in-chief of Le Progrès des Côtes-du-Nord. He became friends with two influential Republican and regionalist figures of the time: Charles Le Goffic and Anatole Le Braz. Later, he also formed a friendship with the writer Louis Guilloux, a member of the Communist Party.

Tireless promoter of tourism in Brittany

In 1907, he co-founded the syndicat d’initiative in Saint-Brieuc, an association specialising in tourism promotion, and gave lectures about the northern coast of Brittany to convince residents of the importance of a policy for welcoming tourists. After the establishment of four further tourism associations, he unified them in 1912 within a departmental committee which he chaired. He took similar initiatives with the Brittany Committee, which was founded in 1920. In 1922, he collaborated with the photographer Raphaël Binet on a monthly publication entitled La Bretagne Touristique, which aimed:

“To be the indispensable organ for the development of Breton tourism, an organ for the defence and illustration of letters, arts, sciences, customs, rites, costumes, natural and manufactured products, etc., and the quintessential curator of sites and moments”

(Cited in Cabon H., Soubigou A., Louyer-Roussel Ch., Octave-Louis Aubert, écrivain, éditeur, une vie pour la Bretagne [exhibition], Saint-Brieuc, [Bibliothèque municipale], ASIA éd. 2007.)

The promotion of Brittany as a tourist destination was the primary focus, however, the subtitle, “revue illustrée des intérêts bretons” points at broader aim within the context of an emerging Breton regionalist movement. The editorial policy sought to showcase the region’s tourist attractions, making extensive use of photography and art illustrations. This high-quality medium not only prepared the people of Brittany to welcome visitors by presenting the beauties of their region but also aimed to attract potential tourists. Major artists of the time were published in it: Mathurin Méheut, René-Yves Creston, the soul of Seiz Breur after the death of Jeanne Malivel in 1926, Jean-Charles Contel, Erest Guérin, Charles-Jean Hallo, known as Alo, Charles de Kergariou, etc. Some of them were already well-known in Paris. Octave-Louis Aubert himself wrote many articles on a wide range of subjects, including art reviews.

In 1935, the magazine’s title was shortened to La Bretagne and received the support of the daily newspaper, L’Ouest-Eclair. In conjunction with this publication, Octave-Louis Aubert created a collection of art books for book lovers in 1926 The “Éditions de La Bretagne Touristique” became “Les Éditions Octave-Louis Aubert” and published about thirty art books and fine editions, some of which featured famous authors (Anatole Le Braz, Charles Le Goffic, Louis Guilloux) or were illustrated by prominent artists, but still maintaining a strong focus on promoting Brittany.

As a natural leader of men, Aubert served as president of the Chamber of Commerce of the Côtes du Nord from 1930 to 1945. He supported the construction project for the Guerlédan hydroelectric dam and the planned development of seaside resorts, such as Sables d’Or les Pins. He was also aware of the dangers posed to the most beautiful features of Brittany’s tangible and intangible heritage and was wary of the “folklorisation” of Breton culture. Appointed President of the Breton Committee for the 1937 International Arts Exhibition, he played a pioneering role in transforming the future Breton pavilion into a modern work, steering clear of “unnecessary picturesque elements and kitsch” (Cabon et al.) In 1939, he was made a Knight of the Legion of Honour. During World War II, Octave-Louis Aubert hosted one of the transmitters for the Résistance Turquoise network at his home, and another at his office at the Chamber of Commerce in Saint-Brieuc (Monnier, 2012). After such an active and fulfilling life dedicated to serving Brittany, he passed away in Saint-Brieuc in 1950, recognised by his peers as one of the active champions of tourism in the regions.

Manuelle AQUILINA

Sources and bibliography

  • Andrieux Jean-Yves et Harismendy Patrick (dir.), 2011, Initiateurs et entrepreneurs culturels du tourisme (1850-1950), Rennes, PUR.
  • Cabon Hervé, Loyer-Roussel Christine, Soubigou André, 2007, Octave-Louis Aubert, écrivain, éditeur…une vie pour la Bretagne, Paris, Asia.
  • Monnier Jean-Jacques, 2012, «Louis-Octave Aubert (1870-1950)», dans: Le Peuple breton, no 582, p. 30-31.