Business Destination Hospitality

#ExploreFrance, What Really Matters. International Tourism Campaign of France

Tourism campaign that aimed to position France as the ideal destination for European tourists.

Debuted on May 18, 2021, “#ExploreFrance What Really Matters” is the international tourism marketing campaign of France that aimed to position France as the ideal destination for European tourists.

As France plans to reopen to international tourists on June 9, 2021, Atout France, the national tourism development agency, for the first time, is teaming up with 13 regional tourist boards, tourism agencies and private partners across mainland France to launch a marketing campaign to bring tourists to France.

The “#ExploreFrance What Really Matters” tourism campaign is planned to run in the UK and nine other European markets (Germany, Netherlands, Belgium, Switzerland, Italy, Spain, Denmark, Sweden and Austria) who represented more than 75% of international visitors before the COVID-19 pandemic.

With families, millennials and couples without children as primary target audiences, the “#ExploreFrance What Really Matters” tourism campaign rollout will vary from market to market based on whether travel can resume both to and from the countries in question.

Tourists from EU countries are able to enter France if they provide proof of a negative PCR test; however, currently the country remains on the UK’s amber list. Before COVID crisis, France was one of the world’s most popular tourist destinations, with over 90 million annual visitors. Three-quarters of these come from Europe, with this proportion expected to increase to 85 per cent in 2021

According Atout France, the “#ExploreFrance What Really Matters” campaign showcase slow tourism, the great outdoors, culture and heritage, and lifestyle. The common theme running throughout the campaign will be more sustainable tourism.

What Really Matters – #ExploreFrance video advert

Planned to run throughout the summer and autumn, a total of €10 million will be invested in 2021 by the French state via Atout France, as well as by the regional tourist boards and other businesses in the sector.

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