Unlocking France’s Tourism Future: AI, Sustainability, and Hidden Gems Revealed by Tourism Director Christophe Strobel at UN Assembly

Published on November 23, 2025

By: Tuhin Sarkar

Tourism in France, already the world’s number one destination with over 100 million visitors annually, is gearing up for a revolution. At the UN Tourism General Assembly, Christophe Strobel, the Director of Tourism at the French Ministry of Foreign Affairs, discussed how artificial intelligence (AI) and sustainability will shape the future of the tourism industry. From the latest AI-driven innovations to highlighting lesser-known French destinations, Strobel shared France’s strategic focus on welcoming tourists from around the globe, especially from emerging markets in Asia. This article delves into the insights revealed at the event, shedding light on France’s ambitious vision for tourism’s future.

France’s Vision: Welcoming Tourists from All Corners of the Globe

France, renowned for its cultural heritage and world-class attractions like Paris, is now setting its sights on expanding tourism beyond Europe. The focus is on attracting travelers from Asia, including countries like India, China, Japan, and Indonesia. Despite the overwhelming dominance of European tourists—mainly from the UK, Belgium, and Germany—Strobel emphasized that the goal is to draw more diverse international visitors.

Strobel highlighted the strategic efforts to not only maintain France’s position as the world leader in tourism but also to increase its value in the market. The diversification of tourism sources, especially from fast-growing Asian economies, will allow France to sustain its appeal and introduce new experiences to global travelers. This move is essential in adapting to the changing dynamics of global tourism.

AI and the Future of Tourism in France: A Game-Changer

Artificial Intelligence (AI) is no longer just a buzzword but a transformative force that can redefine how tourists experience France. Strobel described AI as a central pillar of France’s tourism strategy. Over the past few years, the French government has launched the “France Tourist Mute Tech” program. This initiative supports AI-driven startups and solutions that aim to improve the tourism experience for both visitors and professionals.

AI is expected to revolutionize the tourism industry by providing personalized services, enhancing customer satisfaction, and optimizing travel experiences. Whether it’s through smarter booking systems, virtual assistants, or AI-powered guides, technology is set to make the tourist experience more seamless, enjoyable, and tailored to individual preferences.

In addition to improving the visitor experience, AI will also play a key role in boosting the efficiency of the tourism industry, providing insights into travel patterns, preferences, and emerging trends. Strobel highlighted that France is committed to ensuring that this technological evolution benefits small businesses and lesser-known destinations, offering opportunities for new players in the tourism sector.

France’s Hidden Gems: Unveiling the Off-the-Beaten-Path Destinations

While Paris often steals the limelight, there are countless hidden gems in France waiting to be discovered. Strobel passionately spoke about regions like Normandy, located just two hours away from Paris, which offers a unique blend of natural beauty, history, and culture. Normandy is known for its dramatic coastline, historical castles, and lush countryside, providing a perfect escape for tourists looking for something beyond the typical tourist trail.

One of the lesser-known but highly recommended destinations is the Château de la L Castle, located just a few hours from Paris. Visitors can explore the magnificent castles, enjoy cycling tours along the scenic Loire River, and take part in rural activities that showcase the traditional French way of life. These hidden destinations are poised to become the new favorites for travelers seeking authentic, unspoiled experiences.

The Importance of Ethical AI in Tourism: Protecting Small Businesses

While AI holds immense potential to enhance the tourism sector, Strobel emphasized the importance of ethics in its implementation. With rapid technological advancements, there’s a risk that AI could disrupt smaller players in the tourism industry. To mitigate this, France is committed to ensuring that AI is used in an ethical way that protects smaller businesses, promotes diversity, and safeguards lesser-known destinations.

As AI technologies continue to evolve, it is crucial for the tourism sector to find a balance between innovation and preserving the unique cultural and historical aspects of destinations. France’s approach focuses on creating a future where AI supports the industry while promoting sustainability, inclusivity, and the preservation of heritage.

Sustainability and France’s Commitment to a Greener Future

Sustainability has become a top priority in global tourism, and France is no exception. Strobel acknowledged that while France’s tourism sector is thriving, there is a need to ensure that it operates in a way that is environmentally responsible and socially sustainable. France aims to promote eco-friendly tourism practices, support sustainable tourism infrastructure, and reduce the carbon footprint of the industry.

France is taking significant steps to implement sustainable tourism practices that align with global goals for environmental conservation. From promoting green hotels to encouraging eco-conscious travel choices, the French tourism industry is adopting a holistic approach to sustainability. Moreover, the integration of AI into tourism management can play a pivotal role in making the sector more resource-efficient, allowing for smarter use of energy and better waste management.

Emphasizing the Role of Startups in Revolutionizing French Tourism

Strobel stressed the critical role of startups in driving innovation in the tourism sector. Through the “France Tourist Mute Tech” program, the government is fostering a thriving ecosystem of startups that are working on AI-based solutions for the tourism industry. These startups are developing cutting-edge technologies that will shape the future of tourism, providing solutions that enhance the experience for both tourists and professionals.

By supporting the next generation of entrepreneurs and encouraging the development of innovative solutions, France is positioning itself as a global leader in tourism technology. The government’s commitment to nurturing startups not only helps accelerate innovation but also creates a more dynamic, competitive tourism market.

The Future of Tourism: A Blend of Innovation, Ethics, and Local Experiences

As we look ahead, it’s clear that the future of tourism in France lies at the intersection of innovation, sustainability, and ethical responsibility. AI and other emerging technologies are transforming the way people travel, but the importance of local experiences and preserving cultural heritage remains at the core of France’s tourism strategy.

From hidden gems in Normandy to the bustling streets of Paris, France is investing in both high-tech and high-touch experiences that will appeal to a diverse range of travelers. The commitment to AI-driven solutions, sustainability, and inclusivity ensures that the future of French tourism will be both dynamic and responsible, catering to the needs of the modern traveler while preserving the country’s rich cultural heritage for generations to come.

Conclusion: France’s Tourism Future Is Set for Global Transformation

With a focus on artificial intelligence, sustainability, and innovation, France is set to revolutionize the tourism industry. By embracing emerging technologies and focusing on lesser-known regions, France is ensuring that it remains the world’s leading tourist destination for years to come. As the tourism landscape evolves, the country is committed to providing unforgettable experiences while protecting its environment and local businesses. The future of French tourism looks bright, and with AI at its core, it promises to be more exciting and accessible than ever before.