Travel industry leaders in France have called for a major overhaul of the country’s tourism strategy, saying the country must stop chasing visitor volumes and focus instead on longer stays, higher spending and year-round growth.
The Alliance France Tourisme, which brings together major companies from tourism, business travel and events, has unveiled a plan that sets out a 20-year vision for the industry, news hub Travel Mole reports.
The group says nearly two-thirds of tourism spending in France comes from domestic travellers, making the domestic market a critical economic foundation.
The Alliance says the current concentration of tourism is a problem, with 80% of activity concentrated across just 20% of the country.
Its proposed solution is a national push for year-round tourism, including stronger shoulder seasons, more visitors to cities outside peak periods and more mid-range accommodation to make travel more accessible.
The Alliance is also proposing five broad priorities, including stronger French tourism sectors around events, business travel, gastronomy, heritage, wine tourism, agritourism, wellness and senior travel.
The events and business travel sectors would be positioned as territorial growth engines, building on the legacy of the Paris 2024 Olympics and strengthening France’s ability to host international conventions, trade shows and major events.
The Alliance’s central message is clear: France cannot rely on simply attracting more visitors. It says that the next phase of French tourism must be about welcoming visitors better, keeping them longer and extracting more economic value from each trip.
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