#ExploreFrance 2024: Embracing slow, sustainable tourism

Tuesday, April 2, 2024

The slogan #ExploreFrance makes its return in 2024, signaling a unified effort by Atout France, the 13 regional tourism bodies of mainland France, and approximately 20 sector companies, to globally market France as a premier travel destination. This campaign, marking its fourth iteration, seeks to further entrench the sustainability aspect of France’s tourism appeal, particularly in a year that will see the country hosting major events. This initiative aligns with a global shift towards more sustainable, slower-paced, and authentic travel experiences, encapsulated in the campaign’s motto, “Dream big, live slow”.

This approach not only encourages travelers to aim for grand adventures but also to savor the nuanced, rich experiences that France offers, particularly through environmentally-friendly travel options. The success of the 2023 campaign, as evidenced by feedback from 6,000 individuals across 10 key markets, indicates a growing recognition of France as a sustainable destination, with an increase in its perception as such by 1% from the previous year. Furthermore, 83% of respondents found the campaign inspiring, underscoring the appeal of the “Dream big, live slow” invitation to explore France in a manner that respects the environment.

In line with France’s ambition to become the leading global cycle tourism destination by 2030, the 2024 campaign, in partnership with France Vélo Tourisme, is set to emphasize the country’s extensive cycling routes. France boasts over 20,755 km of cycle paths, including 10 Eurovélo routes and nearly 60 designated trails that offer unique vistas and access to areas beyond the reach of motor vehicles, promoting an explorative freedom at the traveler’s own pace.

The initiative is inclusive, catering to a broad audience from cycling aficionados to families and adventurers seeking to traverse France’s diverse landscapes. Highlighted routes, such as the Loire by Bike and the Dolce Via, offer varied experiences catering to different interests and fitness levels.

Moreover, the campaign aims to draw attention to less-visited sites and areas, offering unique holiday experiences while also promoting well-known destinations outside of peak seasons. This strategy is designed to mitigate seasonal tourism peaks and encourage more even distribution of tourist traffic across the regions.

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