Following the COVID‑19 pandemic, France increased support measures for all sectors, with a particular focus on tourism. These included solidarity funds, fixed cost schemes, partial activity (where the Government covers some of employees' salaries), and state-guaranteed loans. The measures, totalling EUR 36 billion, made it possible to preserve employment and avoid losing knowledge and long-acquired assets.
In addition to the support measures to overcome the crisis, France has also announced recovery measures.
Firstly, in May 2020, stimulus measures to support investment (totalling EUR 1.3 billion) with a focus on the hotel and restaurant sector and events and business tourism (EUR 100 million) were introduced. Some measures related to standardisation, for example, the modernisation and greening of accommodation classifications. The themes of sustainability and digital technology are very present in the plan.
Priority lines of action for France include the quality and structuring of the tourist offer, state support for investments, training and employment, support for digitalisation and information sharing, and providing access to holidays for as many people as possible.
Secondly, in May 2021, France launched the Future of Mountains plan (Avenir Montagnes) to enhance sustainable and resilient mountain tourism which addresses its objective through three priorities:
Encouraging the diversification of the tourism offer and the development of new customers.
Stepping up the pace of the ecological transition of tourism activities in the mountains.
Revitalising recreational real estate and stopping the development of empty beds.
In total, Avenir Montagnes represents a commitment of over EUR 640 million of public funds for mountain regions, generating nearly EUR 1.8 billion of investment in these areas. France is launching the Avenir Montagnes fund with a budget of EUR 331 million, including EUR 300 million for investment support (with six regions committing the same amounts) and EUR 31 million allocated to providing engineering support to regions.
Thirdly, at the end of 2021, the Destination France plan was launched for the revival and transformation of the tourism sector. The plan lays the foundations for tourism policy in France over the next ten years. It allocates almost EUR 2 billion, and the main lines of action include:
Win over and win back talent (see box below) through a major communication campaign particularly targeted at young people, aimed at showing the rich diversity of jobs in tourism.
Strengthen the resilience of the sector and encourage quality upgrades of product. Support will be targeted towards major events, trade fairs, exhibitions and congresses with an international dimension who were particularly affected by the health crisis.
Promote and develop French tourism assets by creating a Destination France fund. EUR 51 million is earmarked to support the development of French tourism assets, and another EUR 55 million is allocated to promote and strengthen a tourism engineering support offer for regions.
Respond to the challenges of transforming the sector by promoting sustainable tourism, a reduced eco-footprint, investment in sustainable tourism infrastructure, digital transformation and supporting the development and scale-up of start-ups in the tourism sector.
Promote France as a destination and consolidate its market share by strengthening communication aimed at tourists and investors.
