France is still number one on the world’s destination podium. The French Riviera is extremely dynamic, targeting a variety of customers beyond just luxury tourism. Today, we are rediscovering the mountains, which is a great example of how we can diversify our offerings to attract a wide range of markets. However, the ongoing conflicts will have short-term consequences, especially for clients—such as those from the Middle East—forced to cancel their trips. It’s hard to predict if there will be any consequences for the summer season, or if this conflict will have global inflation repercussions. For France, this could be an opportunity. We will need to adapt.
Firstly, with 76% of tourists coming from neighboring countries, France is well-positioned. Swiss, Germans, Belgians, and Britons will continue to visit. We need to increase the average revenue per foreign tourist. We’ve already seen a 10% increase in these revenues in 2025 with the government’s goal of reaching €100 billion in total spending in France by 2030 (€77 billion today, note). If we continue at this pace, it is an achievable goal. It’s also about better utilizing our data and modernizing our strategies.
In recent years, tourism has become extremely competitive on an international level. Despite this, we remain leaders. This means that foreign tourists are willing to pay much more to have an authentic experience. Our ambition is not to become a luxury destination but to capitalize on our numerous assets in each of our regions, including overseas territories, in a country that offers a wide range of activities, landscapes, heritages, and expertise. To achieve our goal of increasing spending, we are focusing on foreign revenues by enhancing the quality and diversity of offerings in terms of transportation, accommodations, and activities. This is a sustainable strategy that has already proven successful in the 2025 results. However, we must ensure that we do not exceed 100 million tourists per year to maintain optimal visitor capacities.
There are indeed many obstacles to overcome. French tourist flows from around the world will change due to disruptions in major Middle Eastern hubs. Airfares could significantly increase following rising oil prices, leading to a general global decline in consumer purchasing power. Some countries, such as India or Japan, could even suffer shortages if the situation deteriorates. Until the end of the summer, we remain confident as reservations are already made. After…
The French Riviera, as seen from Paris?
It is an extremely dynamic market with impressive long-term performances, including diversification. Apart from luxury, there is a significant progression in a region that has reinvented itself. It is a strong growth driver for French tourism.
“For Adam Oubuih, it is essential to ‘cultivate this unique identity that is ours.’ And also ensure the destination’s security, which could attract sensitive clients such as the USA. ‘The Paris Olympics have greatly helped us, demonstrating our ability to secure the event and the country.’ This welcome stability means that even in crisis situations, recent declines in high-end tourism on the French Riviera and in Paris have not exceeded -5%. ‘The dynamism of this Rendezvous en France proves it. It’s a record edition, showing that there is an appetite for an authentic, bold, and secure France.'”
