Destination France, a plan to win back and transform tourism
In June 2021, the President of the Republic announced his intention to equip France with a recovery plan to revitalise French tourism as it emerges from the crisis, and to support the revival and transformation of the sector. While the crisis has been a major shock for tourism, it has also accentuated and highlighted the structural challenges it faces, while accelerating certain trends.

With the Destination France plan, backed by a budget of €1.9 billion, presented by the Prime Minister in November 2021 and steered by the Minister for Tourism, the Government intends to set a genuine course for the development and transformation of the tourism sector over the next 10 years.

The aim is to consolidate France's position as the world's No. 1 tourist destination and to become the No. 1 destination for sustainable tourism, by making French tourism a sector that generates excellence, growth and jobs, based on a more qualitative, sustainable and resilient model, in line with the new expectations of French and international customers.

Destination France's ambitions are based on 20 measures in 5 strategic areas:

• Win and regain talent
• Strengthen the resilience of the sector and support the quality of the offer
• Promoting and developing France's tourism assets
• Meet the challenges of transforming the sector
• Promote France as a destination and consolidate its market share

Atout France is heavily involved in the Destination France plan and will be leading various initiatives. 8 of the 20 measures directly concern the Agency.

These measures are integrated into Atout France's 2022-2024 roadmap to enhance the competitiveness and attractiveness of France as a destination.