The initial observations for 2018 seem to indicate excellent results for international tourism ; a record could even be reached with 90 million visitors welcomed in France. Results that are in line with the objectives set by the Government. 

 

At the inter-ministerial meeting on tourism on January 2018, the Prime Minister reiterated the government's objectives (100 million visitors to France in 2020 and revenue of €50 billion) and confirmed Atout France's role in its missions: 

 

- Renew the offering and maintain its quality, through engineering and the funding for major tourism projects in the French regions;

 

- Encourage the development and promotion of destination brands (and their businesses) on international markets.

 

 

Atout France guides and supports the French regions with their development strategy and helps set up investment projects in order to boost the tourism offering and raise its quality.

 

At the inter-ministerial meeting on tourism on January 2018, the Agency was appointed to act at the primary contact for project managers in the French regions. From this point on, the Agency will guide and support them with implementing around 10 major projects per year, with support from the Caisse des Dépôts and the future Agence nationale des territoires.

 

In addition to this assistance, every year Atout France publishes around 10 studies for industry professionals. These studies are designed to expand their knowledge of the markets and market sectors, and hone their development strategies (e.g. How to cater for tourists from India; Air connections to France; Dashboard of tourism investments). Atout France also runs training courses, including online courses (MOOC on receiving visitors to France). 

 

The Agency is also tasked with maintaining the quality of the offering through a number of schemes: rating system for tourist accommodation, luxury hotel distinction awarded to 24 outstanding establishments, tour operator registration, promotion of quality labels (e.g. "Vignobles & Découvertes" pour wine tourism).

 

 

Through its 32 offices around the world and close collaboration with the diplomatic network, the Agency has an in-depth knowledge of the various tourism markets and the distribution stakeholders. 

 

It leverages this expertise to offer its 1,300 professional partners tools for understanding the demand (current situation for each country and sector, or market research) and undertaking marketing and promotional initiatives focused on destination brands. 

 

Over 2,800 promotional operations are held each year around the world, targeting both professionals (international tour operators, the press and influencers) and the general public. 

 

At the centre of this system is an effective website, France.fr, which encourages online users from all over the world (in 14 languages and 28 versions) to come and discover, or rediscover, the art of fine living in the French destinations.