This is an encouraging initiative from France to expose more of the deeper French culture and the elements that will give an authentic regional experience of France.
The Government’s strategy can give clear guidelines to all the stakeholders – tourism boards, local community, attractions, accommodation providers, DMCs, etc. about their commitment, involvement and forward implementation.
For Tour Operators like us promoting France, it is important that we get educated and understand which are the products and experiences which will appeal to our markets and develop communication and programmes accordingly. This is a long-term approach requiring consistency of efforts and co-operation between Atout France and its trade partners. This will de nitely increase more niche-business to France in the coming years.