Between the Pope’s visit on September 25 and France’s national team football match on October 2, the window of opportunity at the Stade de France was narrow. Yet it was enough for Alliance France Tourisme to convene a gathering there on September 28.
It was not on the pitch, but in a hushed lounge opening onto the stands, that the organization gathering France’s leading companies in the sector unveiled its proposals to weigh in on the debate of the upcoming presidential election.
The chosen venue was not merely symbolic of France’s capacity to make events (sporting, cultural…) a lever for tourism today and tomorrow.
It also served as a reflection of a tourism landscape today largely driven by private players who fight to ensure France remains the world’s top tourist destination.
It was not on the pitch, but in a hushed lounge opening onto the stands, that the organization gathering France’s leading companies in the sector unveiled its proposals to weigh in on the debate of the upcoming presidential election.
The chosen venue was not merely symbolic of France’s capacity to make events (sporting, cultural…) a lever for tourism today and tomorrow.
It also served as a reflection of a tourism landscape today largely driven by private players who fight to ensure France remains the world’s top tourist destination.
« We Must Go After the Clients »
Thus, the swift introduction of Olivier Ginon, CEO of GL Events, a group specialized in business tourism and events, who took over Stade de France management in August 2025 and has notably expanded major concerts there.
« In 12 months, we welcomed a million more visitors than in previous years, with strong economic spillovers for the regions » he noted, a pointed nod to the previous administration.
« We need product strategies, we must go after clients », he added, seeing in that a proof that ambitious goals can pull a country that had been at a standstill forward. We all hope for a powerful rebound after the election.
« In 12 months, we welcomed a million more visitors than in previous years, with strong economic spillovers for the regions » he noted, a pointed nod to the previous administration.
« We need product strategies, we must go after clients », he added, seeing in that a proof that ambitious goals can pull a country that had been at a standstill forward. We all hope for a powerful rebound after the election.
A Clear Course and a Stable Framework
Alliance France Tourisme outlined a roadmap, because « it is not forbidden to dream that some candidates take an interest in tourism » added Dominique Marcel, president of the organization.
« We are not asking for money: we want a direction, political leadership and a stable framework » explains Alliance France Tourisme, with the aim of creating value rather than merely hosting more international visitors.
The short-term objective is to lift international visitor spending from €77.5 billion in 2025 to €100 billion by 2030, without « bringing more people to the same places, at the same times ».
Meanwhile, Alliance France Tourisme notes that the French represent two-thirds of France’s €222 billion in tourism expenditure and that « this reality must stay at the heart of any national tourism strategy ».
Read also : Tourism: “maintaining an accessible offer is a challenge for our economy,” according to Serge Papin
« We are not asking for money: we want a direction, political leadership and a stable framework » explains Alliance France Tourisme, with the aim of creating value rather than merely hosting more international visitors.
The short-term objective is to lift international visitor spending from €77.5 billion in 2025 to €100 billion by 2030, without « bringing more people to the same places, at the same times ».
Meanwhile, Alliance France Tourisme notes that the French represent two-thirds of France’s €222 billion in tourism expenditure and that « this reality must stay at the heart of any national tourism strategy ».
Read also : Tourism: “maintaining an accessible offer is a challenge for our economy,” according to Serge Papin
Three Measures to Boost International Revenues
Thus, simply lengthening all visitors’ stays by half a night (for trips ranging from 3 nights to a month) would translate into an additional €5.8 billion in revenue, calculated by the organization.
In the same logic, improving experiences with a clearer, higher-quality offering would raise the average spend by 15% over five years without increasing the flux, yielding €12.7 billion in revenue.
Finally, a strengthened off-season tourism (mountains in summer, cities outside peak season, developing offerings in new destinations) could boost overnight stays by 5% in five years, equating to an extra €4 billion in revenue.
Read also : Tourism: France is not the world’s leading destination, according to the president of Alliance France Tourisme
In the same logic, improving experiences with a clearer, higher-quality offering would raise the average spend by 15% over five years without increasing the flux, yielding €12.7 billion in revenue.
Finally, a strengthened off-season tourism (mountains in summer, cities outside peak season, developing offerings in new destinations) could boost overnight stays by 5% in five years, equating to an extra €4 billion in revenue.
Read also : Tourism: France is not the world’s leading destination, according to the president of Alliance France Tourisme
A Long-Term Vision, Over 20 Years
To strengthen the tourism and events sector, Alliance France Tourisme has also laid out five long-term priorities with actionable measures and measurable results.
The first is to equip France with a 20-year national strategy that endures through every political transition.
It would be revisited every five years, based on the impact of decisions taken (calculated using 3 to 5 reference indicators kept constant over time) and to adapt to evolving conditions.
The organization advocates for ongoing leadership that brings together the State, the regions and businesses for greater effectiveness.
The first is to equip France with a 20-year national strategy that endures through every political transition.
It would be revisited every five years, based on the impact of decisions taken (calculated using 3 to 5 reference indicators kept constant over time) and to adapt to evolving conditions.
The organization advocates for ongoing leadership that brings together the State, the regions and businesses for greater effectiveness.
Simplify Procedures and Encourage Investment
Secure the Financing of Apprenticeship
Employment and training constitute the fourth priority. In the AI era, human intelligence remains essential in a service-oriented profession, notes Alliance France Tourisme.
Yet, the organization believes it is necessary to “safeguard support for apprenticeships and work-study and guarantee multi-year stability of their funding.”
It also calls for an “Act II” of the Avenir Professionnel law by developing degree programs in companies, and to improve pathways to support social mobility and entrepreneurship.
Yet, the organization believes it is necessary to “safeguard support for apprenticeships and work-study and guarantee multi-year stability of their funding.”
It also calls for an “Act II” of the Avenir Professionnel law by developing degree programs in companies, and to improve pathways to support social mobility and entrepreneurship.
Better Structuring of Excellence Pathways
Finally, Alliance France Tourisme seeks a better structuring of excellence pathways ( gastronomy, craftsmanship-focused tourism, heritage, oenotourism… ) to stand out in an increasingly competitive international landscape.
« France possesses unique assets but too often presents them separately. We must move from simply adding know-how to true chains of excellence ».
In this framework, events and business tourism must form a strategic axis, according to Alliance France Tourisme, through the establishment of a national plan to conquer congresses, trade shows and events and a better coordination between sport, culture, tourism and events to encourage longer stays.
Building on this contribution to the 2027 presidential election, the organization will now need to share its tourism vision with the various candidates.
« France possesses unique assets but too often presents them separately. We must move from simply adding know-how to true chains of excellence ».
In this framework, events and business tourism must form a strategic axis, according to Alliance France Tourisme, through the establishment of a national plan to conquer congresses, trade shows and events and a better coordination between sport, culture, tourism and events to encourage longer stays.
Building on this contribution to the 2027 presidential election, the organization will now need to share its tourism vision with the various candidates.
Written by Thierry Beaurepère Journalist See all articles by Thierry Beaurepère
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