France Targets €100 Billion Tourism Revenue by 2030 Through Luxury and Regional Expansion

France has unveiled an ambitious roadmap to elevate its tourism revenue to €100 billion annually by 2030, doubling down on luxury experiences and regional diversification. Announced by the French Ministry of Tourism, this strategy aims to cement the country’s position as a global travel leader while addressing post-pandemic recovery gaps and evolving traveler demands.

Core Initiatives Driving the Vision

Luxury Tourism Boost
- Targeting high-spending travelers from the U.S., Gulf States, and Asia with bespoke experiences: private château stays, gourmet tours with Michelin chefs, and exclusive access to cultural landmarks.
- Partnerships with brands like LVMH and Accor to curate “Art de Vivre” packages combining fashion, wine, and heritage.
Regional Renaissance
- Redirecting tourists beyond Paris to under-explored regions:
  - Provence-Alpes-Côte d’Azur: Lavender fields and vineyard retreats.
  - Brittany and Normandy: Coastal sustainability trails and WWII history routes.
  - Alsace: Carbon-neutral “Slow Tourism” initiatives.
- €300 million allocated for rural infrastructure upgrades, including eco-lodges and digital connectivity.
Mega-Event Leverage
- Capitalizing on the 2024 Paris Olympics to showcase new attractions, with legacy projects like the Seine River eco-park.
- Bid to host the 2030 World Expo as a catalyst for long-term investment.

Current Landscape

France welcomed 93 million tourists in 2023 (pre-pandemic peak: 100 million), generating €58 billion in revenue.
Challenges include overcrowding in Paris and seasonal imbalances. The new plan aims to increase off-season visits by 30% through festivals and winter tourism.

Expert Insights

“France is shifting from mass tourism to value over volume,” says tourism analyst Élise Dubois. “By focusing on premium offerings and regional gems, they’re future-proofing an industry that employs 2 million people.”