Europe : Atout France annonce le succès de « Ce qui compte vraiment #ExploreFrance » 2021

Europe: Atout France announces the success of “What really matters #ExploreFrance” 2021


“It is a seduction operation which has largely fulfilled its objectives, indicates France asset in a press release. A renewed link with European travelers … “

All tourism stakeholders have mobilized to support the French tourism ecosystem and thus reposition France in Europe as a leader and a must-see destination by participating in the campaign. “What really matters.”
Deployed in 10 countries * and made up of more than 115 federated systems around a common ambition and signature, the campaign did not go unnoticed: over 84 million videos viewed, 1.2 million visits to all partner sites and 1.5 billion impressions delivered.

Under the brand #ExploreFrance, the relaunch campaign, supplemented by around fifty press trips and 13 influencer trips, invited European tourists to come back to France “What really matters. It promoted a renewed offer, in line with the aspirations of visitors in terms of sustainable tourism, taking into account their need for renewal and return to basics.

An unprecedented campaign in terms of its scale and impact

Meaningful messages, in the service of reconquest and more sustainable tourism. This communication campaign, unprecedented by its scale and its impact on targets, has managed to convey a welcoming and reassuring image of the destination France, in an ultra-competitive context of recovery. The study found that 92% of respondents found the campaign credible and 85% believe that it positions France as a sustainable destination. International tourism receipts in France accumulated in summer 2021, to the tune of 15.1 billion euros were the highest in Europe, ahead of Spain and Italy.

This campaign has taken a concrete part in relaunching and demonstrating the strength of the French tourism collective.
A 2022 campaign is already under discussion with the partners who unanimously wish to renew this partnership, as the pooling of human and financial resources has made it possible to offer good visibility to Destination France and thus create preference over the long term.
* Germany, Belgium, United Kingdom, Netherlands, Switzerland, Spain, Italy, Austria, Sweden, Denmark.