UN Tourism Spotlights French Tech Start-Ups Driving Innovations in Cultural Storytelling and Green Technology to Enhance Sustainability in Travel

Published on November 27, 2025

UN Tourism has saluted the increasing contribution of the French tech start-ups in developing innovative sustainable tourism solutions. The French Open Innovation Challenge, launched in collaboration with the Directorate of Entrepreneurship and the French Ministry of Small and Medium Enterprises, Trade, Crafts, Tourism, and Purchasing Power, has demonstrated how start-ups can make the sector more efficient, resilient, and sustainable.

The initiative called on innovators from across France’s entrepreneurial ecosystem, challenging them to find technology-driven solutions capable of improving tourist experiences while responding to challenges such as environmental sustainability, efficiency in tourism services, and digital engagement. Such start-ups could merge technology with heritage conservation and visitor engagement for the first time, thus setting the stage for more efficient and eco-friendly tourism.

Recognizing the Most Impactful Tourism-Tech Collaborations

The challenge identified the most impactful collaborations between tourism-tech start-ups, large companies, and public-sector stakeholders, evaluating their potential to reshape the tourism sector. Six finalist duos were selected, including:

• Buddy – Lyon Airport
• Karacal – Renault
• Genial – Atout France
• Aquatech – Veolia
• Luniwave – B&B Hotels
• Moovert – Clef Verte

These collaborations have the power to address tourism industry needs such as eco-friendly tourism solutions, visitor satisfaction, and sustainable infrastructure development. A renowned jury, made up of experts from France’s tourism tech ecosystem, alongside international judges, evaluated these innovations for their ability to transform tourism services and promote sustainability.

Karacal and Renault Win “Efficiency Through Technology” with Immersive Storytelling

The Karacal-Renault partnership was awarded the “Efficiency Through Technology” category for their geolocated audio “bubbles” that deliver immersive, location-based cultural storytelling. This innovation allows tourists to engage with their surroundings through personalized audio experiences, triggered by their geolocation within a destination. This approach creates a more efficient and engaging tourism experience by enabling visitors to explore cultural sites at their own pace without the need for physical guides.

This innovative technology supports the growing trend of self-guided tours, providing travelers with a more personalized experience while helping destinations reduce their environmental impact. By replacing traditional guided tours with location-based audio, this solution contributes to more sustainable and responsible tourism practices.

Aquatech and Veolia Win “Better – Enhancing Tourism Services” for Green Technology

The Aquatech and Veolia collaboration won the “Better – Enhancing Tourism Services” category for their modular green-technology system that collects, treats, recycles, and monitors wastewater in tourist areas. This innovative solution directly addresses the sustainability challenges posed by high-traffic tourism destinations, where managing wastewater is crucial for maintaining both environmental health and visitor satisfaction.

By implementing green technologies, Aquatech and Veolia are contributing to eco-friendly tourism practices, ensuring that the environmental footprint of tourist areas is minimized. This solution supports the tourism sector’s sustainable growth by improving water management, promoting waste recycling, and enhancing environmental resilience, all of which are essential as tourism demand continues to rise globally.

Tourism-Tech and Sustainability: A Path Toward Responsible Travel

The winning partnerships—Karacal-Renault and Aquatech-Veolia—demonstrate how tourism-tech innovations can boost sustainability in the tourism industry. As more travelers demand responsible travel options, these technology-driven solutions are meeting the growing need for eco-friendly and interactive experiences. By using immersive storytelling and green technologies, these partnerships help enhance the tourist experience while reducing environmental impact.

As the tourism industry grapples with the challenges of sustainability, start-ups like Karacal and Aquatech are paving the way for digital and green solutions that ensure the industry can grow responsibly. These innovations help destinations attract eco-conscious travelers who seek to visit places that respect cultural heritage and promote environmental sustainability.

The Economic Impact of Sustainable Tourism Solutions

The implementation of eco-tourism innovations like those from Karacal, Renault, Aquatech, and Veolia has the potential to drive economic growth in the tourism sector. As sustainable tourism continues to rise globally, these solutions can attract high-value tourists, leading to increased spending on local services, tourist attractions, and eco-friendly accommodations. By improving efficiency and reducing waste, these innovations also offer cost savings for tourism providers, contributing to long-term economic sustainability.

In addition, local businesses in tourist areas will benefit from the increased demand for sustainable tourism options, as travelers look to engage in more environmentally responsible experiences. The focus on green technology and digital solutions will also create new job opportunities in the tech, environmental, and tourism sectors, contributing to job creation and economic diversification in local communities.

Shaping the Future of Tourism: Tech-Driven and Eco-Conscious

The future of tourism is increasingly shaped by technology and sustainability. The innovations showcased at the French Open Innovation Challenge demonstrate that tourism-tech and green solutions are critical to the growth and resilience of the tourism sector. As the global tourism market continues to grow, these innovations will play a vital role in meeting the needs of eco-conscious travelers while ensuring the long-term preservation of cultural heritage and the environment.

By promoting the adoption of sustainable practices and digital solutions, the tourism industry can ensure that tourist destinations remain vibrant, resilient, and economically prosperous while protecting the resources that make them so attractive to visitors.

A Sustainable Future for Tourism Through Innovation

The French Open Innovation Challenge has identified the transformative role of technology in building a sustainable tourism future. Karacal and Renault, together with Aquatech and Veolia, are at the forefront in providing innovative solutions that will drive eco-friendly tourism growth and enhance the visitor experience for local economic development.

These partnerships point to a future whereby tourism can successfully thrive without harming the planet by incorporating sustainability and technology into the tourism sector. The continued embrace of smart tourism solutions will ensure that the industry meets the demands of today’s conscious traveler while preserving cultural and environmental heritage for future generations.

Imageb Source: UN Tourism