France aims to become world's leading sustainable destination by 2030

Aims to increase average tourist spending by 50% over the next 4 years.

France is setting its sights firmly on the future with a defined five-year roadmap till 2030, positioning tourism at the centre of global transformation, sustainability and digital disruption.

Speaking during his first visit to India, Adam Oubuih, CEO of Atout France, emphasised that while France will continue to remain the world’s leading tourism destination, the larger ambition is to evolve with changing global dynamics and build stronger bridges with key markets like India.

A shifting global industry

“Tourism is at the heart of globalisation,” Oubuih noted, adding that the sector is currently undergoing a massive shift, driven by digitalisation and emerging technologies like AI. “Twenty years ago, digital booking barely existed. Today, it defines the industry, and with AI, we are entering an even more disruptive phase.”

For France, adapting to this transformation means rethinking skills, strategies and partnerships. Oubuih highlighted that no country can navigate these shifts in isolation. “We need to work with partners who are thinking ahead, whether it’s sustainability or digital innovation. Sharing best practices is critical in building a future-ready tourism ecosystem,” he said.

Sustainability as a goal

France’s sustainability vision extends beyond environmental concerns. It encompasses carbon footprint reduction, social acceptance and the ability for locals and tourists to coexist meaningfully, while also ensuring a viable economic model for the sector.

“Atout France is investing to adapt to these changes and to better communicate what France has to offer,” he said, adding that sustainability is as much about long-term value creation as it is about responsibility. He shared, “By 2030 we want to become the world's most sustainable destination in the world.”

Beyond a ‘museum destination

With over 100 million international visitors annually, France continues to lead globally in terms of arrivals. However, the focus is now shifting towards enhancing value. “We want to increase by 50 percent the average spending of foreign tourists in the next four years,” he noted.

“We want to remain the world leader in visitor numbers, but more importantly, we want to grow the value each visitor brings,” Oubuih said. This will be driven by stronger brand positioning, highlighting France’s excellence in heritage, gastronomy and wine, while simultaneously shedding the perception of being only a “museum destination.”

“We are not just about heritage, we are also about boldness and innovation,” he added, pointing to France’s vibrant cultural and creative landscape.

India at the centre of expansion strategy

France is sharpening its global tourism strategy with a clear focus, while becoming more selective in the markets it targets. Oubuih emphasised that India remains a key focus. “Obviously, given the long-lasting friendship between France and India since independence, we target India as a priority market for us, and we hope this continues for many more years.”

Reinforcing the importance of on-ground engagement, he added, “I will be coming back more often to India, because what is beautiful about our industry is that it’s about people, it’s about building bridges and strengthening friendships between our two countries.”

Traditionally, France’s strongest inbound markets have been its neighbouring markets, including Germany, the United Kingdom, Switzerland and Belgium. “However, these are mature markets. We are now looking to expand into more dynamic markets,” he explained.

Beyond Europe, France’s priorities are clearly defined. “Outside Europe, I would say India and North America” Oubuih said. Japan, too, remains an important and historically strong market for France. Reflecting on evolving travel trends, Oubuih also pointed to unexpected growth from newer markets. South Korea, he noted, has been a particularly surprising performer.

Oubuih also pointed to a shift in traveller expectations, particularly among Indian visitors. “People are expecting to visit France not for a showcase, but to live an experience,” he said. As part of this approach, France is looking to encourage deeper exploration beyond iconic landmarks. “We have the ambition to make Indian tourists discover unknown places, lesser-known spots around Paris, or across the entire country.” He added that this evolving demand is further strengthened by the enduring bilateral relationship between the two nations.