National tourism development agency Atout France 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 campaign’ will run in the UK and nine other European markets.
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, 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.
Showcasing slow tourism and the great outdoors
Atout France said the What Really Matters campaign was adapted to suit the current crisis: “In particular, the campaign will showcase slow tourism, the great outdoors, culture and heritage, and lifestyle. The common theme running throughout the campaign will be more sustainable tourism,” it said.
The campaign will run throughout the summer and autumn. The launch comes as EU ambassadors agree to ease restrictions on travel for non-EU travellers, a big step towards reopening Europe for non-essential travel.