Tourists are welcome in France to come and experience “What really matters”.
Tourism is one of the hardest hit sectors. According to the WTO (World Tourism Organization), the number of international arrivals (both for business and tourism) worldwide has fallen by 74%. That means 1 billion fewer arrivals compared to 2019. According to the National Bank of France, turnover figures within tourism in France in 2020 decreased by 50% compared to 2019.
Although the virus has not yet been completely eradicated, the French government can introduce more flexible measures for the reception of foreign tourists. This is due to falling infection rates and the increase in the number of vaccinated people across Europe. Since May 3, European tourists are again welcome in France, provided they are in possession of a negative PCR test. This is a positive development that can ensure that tourist activities can slowly be resumed.
This is the reason for a joint strategy to attract tourists to France again. In the campaign, France is portrayed as an ideal travel destination for European tourists. Those European tourists already accounted for 75% of the total number of foreign visitors in France. In 2021, this percentage should even increase to more than 85%.
What really matters #ExploreFrance
Under the heading #ExploreFrance, the campaign invites tourists from 10 different European markets to come and experience “What really matters” in France. Emphasis will be placed on the renewed and adapted offer that meets the wishes of the travellers. This campaign pays a lot of attention to slow tourism, nature, culture, heritage and art de vivre. At the request of all participants, sustainability will form the green thread in this campaign.
The campaign will be rolled out in parts, spread over the summer and late season. In this way, both the step-by-step plan announced by the French government and the developments in the various European countries regarding travel restrictions can be taken into account.
The campaign will be mainly digital and will target families, millennials and DINKs (couples without children).
In total, around 10 million euros will be invested in the campaign in 2021 by both the French government (via Atout France) and the 13 French regional tourist offices and private partners.