Vacations are in France: Macron's five-year tourism strategy
France's tourism industry has faced significant challenges during the Covid-19 pandemic, particularly during the summer of 2020. In an effort to revitalise the sector, President Emmanuel Macron has announced a new five-year plan to reinvent France's tourism model.
The plan aims to reconquer and reinvent the model of the tourism industry, focusing on a major transformation of key cultural sites, increased revenue from visitors, and sustainable growth. The key components include:
- A 10-year, €700-800 million investment plan primarily aimed at cultural landmarks like the Louvre museum. This includes creating new entrance areas capable of handling up to 12 million visitors annually to better manage and monetize tourism.
- Introduction of higher fees for non-EU visitors (including a proposed $35 charge for visiting the Louvre) to boost tourism revenue and fund the renovation and expansion efforts.
- Modernizing infrastructure and visitor facilities to accommodate increasing tourist numbers while enhancing the quality of the experience, making France more competitive and sustainable as a tourism destination.
- Improving the quality of infrastructures and increasing reception capacity in the tourism sector.
- Investing in digital technology to help companies in the tourism sector digitize and build French platforms.
- Developing the hotel offer and campsite offer in France.
The plan also includes measures to support professionals in the tourism sector. This includes improved training, qualifications, and lifelong support, as well as opportunities for investments in tourism infrastructures such as cycle paths, transportation, and reception facilities.
President Macron praised the "magnificent countryside" and "sublime villages" of France, and declared that "Holidays are in France" for 2021. He urged French people to book their holidays in France for the year, assuring that "holidays will be possible this summer".
The plan also aims to have a "green tourism, heritage tourism" strategy and invest in this area. This includes bridges between various trades in the tourism sector, such as hotels, cafes, and restaurants.
The new plan will not repeat earlier promises of additional aid, but Macron stated that the sector will benefit from additional aid.
Macron's tour around the country was taking place in Saint-Cirq-Lapopie in the Lot, where he expressed his support for the tourism industry.
[1] Source: The Local France, 2021.
- France's five-year tourism revitalization plan aims to reconquer and reinvent the model of the tourism industry, with a focus on sustainable growth, transforming key cultural sites like the Louvre, and increasing revenue from tourists.
- The plan includes measures such as creating new entrance areas capable of handling up to 12 million visitors annually to aid in tourism management and revenue, as well as investing in digital technology to support tourism sector companies.
- The tourism sector professional support components of the plan consist of improved training, qualifications, and lifelong support, as well as investments in tourism infrastructures like cycle paths and reception facilities.
- President Macron has declared that "Holidays are in France" for 2021, urging French people to book their holidays within the country for the summer, assuring that holidays will be possible that season.
- The plan also includes a "green tourism, heritage tourism" strategy, investing in this area and fostering bridges between various trades in the tourism sector, such as hotels, cafes, and restaurants. Additionally, the plan does not repeat earlier promises of additional aid, but Macron stated that the sector would benefit from additional aid.
