100 million tourists. You read correctly. France has just crossed a historic course, and yet … no crisis, no “tourist Go Home” signs. While other major European destinations are suffocating under the weight of mass tourism, France seems to keep a smile. How does she do it? Is it a question of luck, or the fruit of a clever, discreet but devilishly effective plan?
No miracle, but a well -established strategy
No, it did not fall from the sky. For a few years now, France has been refining its tourism strategy. In 2021, an ambitious program named Destination France was born. With nearly 2 billion euros on the table, the objective was clear: making tourism a sustainable, green and more fair engine.
The goal? Get out of the Paris-Tour Eiffel-Bordeaux photo and distribute visitors throughout the territory. Less crowd in Versailles, more lovers of old stones in small villages. Fewer traffic jams on the Promenade des Anglais, more travelers in trains towards the countryside. In short, dilute without losing the charm.
The train, a real ally
Let’s talk about it, precisely. France is one of the densest rail networks in the world. You can cross the country without even flying. And in 2023, a law prohibited domestic flights when a journey in train less than 2 h 30 is possible. Result ? Less CO2, more landscapes to admire by the window.
And it also pushes tourists to explore otherwise. Why hurry in Paris when a TGV takes you in 2 hours in Lyon, Annecy, or even on the Atlantic coast? This simple, almost obvious logic, is to avoid human traffic jams around large monuments.
Treasures everywhere … and for all tastes
If France manages to avoid the tourist fed up, it is also thanks to its richness. Here, no need to bet everything on a single site. Do you want your money? You have the Alps for skiing, Brittany for pancakes and iodized air, Provence for lavender, Southwest for foie gras … You can literally spend five different holidays without leaving the country.
In 2024, no region monopolized more than 20 % of foreign visitors. It is an impressive figure. In comparison, some coastal cities elsewhere in Europe must manage crowds that far exceed their capacity. Here, we play the variety card. And it works.
Rules to avoid saturation
But beware, all that would be nothing without a minimum of well thought out rules. This is where the Lawing lawadopted in 2024. It allows municipalities to limit airbnb rentals to 90 or 120 days per year. For what ? To prevent the city centers from emptying their inhabitants. So that young people can still find accommodation. And above all, so that local life does not disappear behind the suitcases on wheels.
These measures may seem strict, but they protect the atmosphere and balance. Because a trip is also a meeting with those who live on the spot. And who wants a ghost city center transformed into a disguised gallery of hotels?
A sincere welcome, not forced
Some like to complain. It is a shot that we like to maintain. But basically, the France remains welcoming. There is a real culture of exchange here. Mutual curiosity. And above all, constant efforts for everything to work: solid infrastructure, animated events, clear communication with travelers …
Even in Paris, where you might think that everything is overflowing, the flows are managed with finesse. Festivals, exhibitions, markets … everything is organized to avoid the effect “too much, suddenly”. It’s not always perfect, but it holds. And that is remarkable.
A well orchestrated dance
So no, France has not eradicated the surpourism. She doesn’t know it either. She anticipates it. She channels him. It transforms what could look like a tourist invasion in a kind of well -oiled choreography.
That’s the real secret. Having prepared the table before the guests arrive. Having thought of all the details, without doing too much. And above all, having kept the essentials: beauty, diversity, hospitality.
Result ? 100 million visitors. But not a host of problems. Just a model that inspires… and that makes you want to come back.
