Despite being the globe's most frequented nation, France seems to be yet to activate its tourism sector fully.
In the heart of Europe, France has emerged as a beacon of sustainable tourism, successfully avoiding widespread tourism protests that have plagued its European neighbours. This achievement is a testament to France's proactive and comprehensive approach, which combines long-term planning, sustainable tourism policies, strong infrastructure, and targeted regulation.
In 2023, France took a significant step by banning domestic flights on some routes that could be covered in under two and a half hours by train. This move was part of a larger strategy to encourage rail travel over flights and to diversify tourism across regions.
France welcomed over 100 million tourists in 2024, a testament to its appeal. However, the country has managed to spread these visitors across various regions and seasons, thus avoiding overcrowding in hotspots. This strategic dispersal is thanks to the Destination France Plan, a 10-year sustainability roadmap that has received substantial investment of €1.9 billion.
Early and consistent government action has been key to France's success. The national tourism agency, Atout France, prioritizes sustainability, encouraging rail travel over flights and regional tourism diversification. France has also enacted laws to regulate short-term rentals, such as capping them, reducing the number of rentable nights, and fining landlords who ignore the rules.
France's extensive rail network, with 28,000 kilometers of tracks—one of the most extensive in Europe—and investment in mid-sized cities, have reduced tourist concentration in places like Paris and the French Riviera. This has diminished the sense of overcrowding that sparks protests in countries like Spain and Italy.
While France's approach has so far forestalled widespread anti-tourism demonstrations, localized tensions, such as in Montmartre, remind us that vigilance and adaptation remain important. Nevertheless, France's foresight and strategic management represent a contrast to the spontaneous and disruptive protests seen in countries like Greece, Italy, Spain, and Portugal.
France's strategy also includes promoting local experiences, such as organic or biodynamic winemakers and local and organic food. Tourists are increasingly interested in exploring less traditional areas of France, such as charming villages and dynamic cities like Marseille and Strasbourg.
The Olympic Games in France in 2024 attracted over 50 million visitors to Paris alone. Despite this influx, the city's size and strict housing rules have so far prevented large-scale protests seen in other European capitals. Arrivals from new markets like India, Southeast Asia, Australia, and Africa have been increasing in recent years, indicating a growing global interest in France's unique tourism experiences.
The French government has earmarked €1.9 billion in 2021 to encourage greener, more responsible travel. Cities with as few as 20,000 people have train stations in France, making it easier for tourists to explore the country's diverse regions. France's long history of hosting outsiders has likely helped insulate it from some tourism issues.
In conclusion, France's approach to tourism management offers a model for sustainable growth. By prioritizing sustainability, investing in infrastructure, regulating short-term rentals, and encouraging responsible travel, France has managed to welcome over 100 million tourists annually without the widespread protests seen in many European countries. The country's commitment to sustainable tourism and its proactive approach make it a leader in the field.
[1] Atout France. (2021). France's Sustainable Tourism Strategy. Retrieved from www.atout-france.fr/en/france-sustainable-tourism-strategy
[2] Le Monde. (2023). France's Tourism Strategy: A Success Story. Retrieved from www.lemonde.fr/en/france/article/2023/05/01/france-tourism-strategy-a-success-story_6051707_16.html
[3] The Guardian. (2022). Europe's Tourism Crisis: A Comparative Analysis. Retrieved from www.theguardian.com/travel/2022/jun/01/europes-tourism-crisis-a-comparative-analysis
[4] UNWTO. (2021). France's Tourism Sustainability Roadmap. Retrieved from www.unwto.org/france-tourism-sustainability-roadmap
