Shreya Shimpi
France, a country synonymous with a fabled history, distinguished culture and culinary artistry, continues to reign as the world’s most visited travel destination. Adam Oubuih, CEO of Atout France, recently addressed the representatives of the travel trade media about France’s ambitious roadmap for the next five years, the strategic importance of India as a key source market, innovation and more. The event was graced by Sheetal Munshaw, Director, Atout France India-France Tourism Development Agency.
Addressing the media, Adam Oubuih said,” By 2030, it’s our ambition to become the world’s most sustainable destination while continuing to remain as the world’s leading tourism destination. France welcomes over a hundred million visitors, making it a leading destination globally in terms of visitors, and we are committed to maintaining that. In the next four years, we want to increase the average spending of foreign tourists coming to France by fifty per cent. We will be more selective in terms of the countries we target. Given the long-lasting friendly relationship between France and India, a partnership which has flourished since India’s independence, we consider India as a top priority market for us”.
Highlighting the evolving travel trends, he said,” Experiences are becoming the new luxury, and France offers both. Tourism has shifted from a mature industry to a highly innovative one through the use of AI and digitalisation of the sector. We must work closely with India in embracing this technological transformation.
We respect our cultural heritage and believe that France is not just a museum destination, but one that strides towards the future. The country’s identity goes beyond being just a marketing tool. It is rooted in its concrete culture, and we believe that France is the world’s most beautiful destination. Tourism is about people- building bridges and strengthening friendship between the two countries through shared values. Tourism sits at the heart of globalisation”.
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