France to launch a new promotional campaign in April, introduce an e-learning programme for international tour operators


Atout France, the French Tourism Development Agency along with 13 regional tourist boards and tourism industry companies have joined hands to launch a new marketing and promotional campaign to attract its key tourist markets- the European travelers to strengthen its path to recovery in the international tourism market.

The second edition of the #EXPLOREFRANCEcampaign, which launches in early April, will target 10 European markets, the UK, Germany, The Netherlands, Spain, Italy, Belgium, Switzerland, Denmark, Austria, and Sweden.

According to the European tourism hotspot’s plan for the recovery and transformation of tourism launched in November 2021 with a budget of nearly two Billion Euros, Destination France is also working to promote MICE with a campaign #ChooseFrance to accelerate the return of international events.

For long-haul markets like India, France will focus on reaffirming the fundamentals by reassuring and informing the travelers and stakeholders in the market. As a target, the country wants to give priority to high spending and repeat travelers.

With multi-target actions to maintain the desirability of the destination in the long-haul markets, France will soon come up with an e-learning platform to promote French regions’ offers to international tour operators. In 2021, France’s market share in terms of tourist revenue increased to 18 percent, compared with other EU countries.

The need for sharing and socializing, rejuvenation, and getting back to basics following the crisis will be the central communication theme of the #ExploreFrance 2022 campaign. In addition, Atout France’s teams will be carrying out a major awareness-raising campaign for tour operators and travel agencies in their respective markets. Before the Covid-19 pandemic, France was one of the world’s most popular tourist destinations, with over 90 million annual visitors.

Rendez-vous en France after two years
The country also recently hosted its annual international tourism exhibition, Rendez-vous en France after a gap of two years in Nantes where close to 1,500 tourism professionals including 668 French companies and more than 600 tourism professionals from 57 countries conducted business meetings. A 10-member delegation of tour operators from India also participated.

During the event, Caroline Leboucher, CEO, Atout France, said, “Atout France is thrilled to finally be able to organize our most important professional event. The last two years have been hard on the tourism sector, and the current international situation is also worrisome.

In light of these difficulties, we are pleased to see that so many representatives of the global tourism sector are eager to discover France’s tourism offer, which has required innovation and agility to reinvent itself and adapt to travelers’ aspirations in 2022, particularly around sustainability. Rendez-vous en France once again provided a platform for French tourism suppliers to present their outstanding products for distribution to travelers from around the world.