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About us

France Tourism Development Agency

With nearly 83 million international arrivals in 2016, France is the world’s leading tourism destination. It has occupied this position for over 25 years and this represents a veritable opportunity for the French economy (2 million direct and indirect jobs created, 7.4% of GDP).
Today however, within the context of a global tourism industry that is on the rise, the destination must further enhance its allure in order to attract this flow of new travellers, most notably from the emerging markets.
Atout France, the French State’s only tourism body, works to this end, focusing on the objective set by the Ministry for Europe and Foreign Affairs: to welcome 100 million visitors to France in 2020.
  

A more effective distribution of tourism arrivals 

In order to improve the fluidity of the journey experienced by these travellers and to help them discover the entire diversity of the French tourism offer, Atout France has built a promotional strategy based around 16 internationally renowned destination brands (Bordeaux, Alps-Mont-Blanc, La Champagne, Normandy, Provence, etc.). The worldwide notoriety of each of these brands make them genuine « headline acts », that are capable of showcasing the wider territories to which they belong. Furthermore, the Agency encourages the emergence of new tourism destinations through the establishment of its Destination Contracts.
 

Understanding international clients and supporting French travel trade professionals

Understanding the expectations of international visitors is essential in order to suggest its destinations. In addition to this, thanks to its 33 offices across the globe and a close working relationship with embassies in nearly 70 countries, the Agency boasts expert knowledge of the different tourism markets and of the major distributors.
This expertise also allows it to offer French travel trade professionals the tools with which to understand this demand, such as detailed analysis broken down by country and by sector and studies of the various markets (China, Brazil, Russia, South-East Asia…), as well as the ability to conduct highly effective marketing and promotional activity. In this way, Atout France supports nearly 1,300 professionals (private companies and public bodies) in their international development activity.
 

A system of communication and influence that is adapted to a range of target markets 

In total, in excess of 2,800 promotional operations are organised internationally each year. Adapted to the specific needs of each country, they target the general public thanks, most notably, to a strong digital strategy (a strong web site; France.fr, 3 million fans across social media, 5.5 million qualified contacts in the CRM), but also through communications campaigns and the publication of brochures. Atout France’s teams also carry out specific actions aimed at international travel trade professionals (training, trade fairs, workshops, sales calls, etc.), as well as targeting journalists and influencers (press trips, soirées and events, presentations, etc.) who are strong advocates of the destination.
 

Helping to adapt the offer and monitoring its performance 

In order to stimulate the touristic offer and to improve its quality, Atout France supports the territories with their own development strategies and contributes to investment projects. To this end, the Agency places at their disposal around fifteen practical guides each year that allow these territories to better asses their potential, to optimise their decision making and to tailor their development policies (e.g.: Indian visitors: how to welcome them most effectively?, Tourism and contemporary creativity, Table of Tourism Investments, etc.), studies whose results often contribute greatly to public debate.
Several schemes helping to enhance the quality of the offer are also spearheaded by Atout France: the classification of tourism accommodation (14,000 hotels classified according to the latest criteria), the registration of tourism operators, but also the promotion of labelling schemes like « Vignobles & Découvertes » for wine tourism or even the “Palace” label that has been attributed now to 24 establishments throughout France.
CONTACT ATOUT FRANCE
Mme Catherine Chabrier Head of Partnerships department Email : adherents@atout-france.fr