The government says the new far-reaching plan means these goals will be “based on a more qualitative, sustainable and resilient model, in line with the new expectations of French and international clients, particularly in terms of ecological transition.” Developed by Secretary of State for Tourism Jean-Baptiste Lemoyne and Minister Delegate for SMEs Alain Griset, Destination France targets four key areas.
The first is the conquest and reconquest of industry talent. This will include remedying the tourism labour shortage the sector is currently facing, a new far-reaching communications plan for the next two years, and a tourism excellence network to increase the supply of training in terms of both quality and quantity.
The second will be to strengthen the resilience of the tourism sector with specific and targeted aid from the state. This includes long-term strengthening loans for the sector and a €2.5m program to support the revitalisation of independent hospitality establishments in medium-sized cities. A further €100m has been set aside for MICE events, while the government will also launch the France Tourism Observation platform, designed to analyse tourism data to better understand the sector.
Thirdly, the government plans to engage in the sustainable transformation of the sector through a €51m investment in its ecological and digital transformation. A special focus will be paid to the preservation of biodiversity to reduce the pressure on these resources and the revival of regional cultural tourism.
Lastly, the scheme will use state support to communities to preserve and enhance heritage throughout the country. That means a greater emphasis on slow tourism and the revival of regional cultural tourism through a €55m budget to improve infrastructure.
“There’s an increasingly strong desire for sustainable tourism,” said Prime Minister Jean Castex on announcing the plan. “The State is mobilising more than €1.9bn to continue its commitment, hand in hand with professionals and local authorities, to consolidate France’s position as a world leader in tourism, ensuring that it continues, quite simply, to make the world dream.”about:blank
