France tourism innovation strategy highlighted at the UN Tourism General Assembly

France tourism innovation strategy formed the core of the discussion during an interview with Christophe Strobel, Head of the Tourism Department at the French Ministry of Economy, held at the 26th UN Tourism General Assembly in Riyadh. His insights offered a clear view of how France is repositioning its tourism sector through a strong combination of technological advancement, sustainability-led planning, and deeper international cooperation. The France tourism innovation strategy is designed to address current pressures on the sector while preparing for the next decade of growth.

Strobel explained that innovation remains France’s highest priority. Central to this approach is the France Tourism Tech programme, launched three years ago to nurture startups developing advanced solutions for the tourism ecosystem. One example is Astmona, a company applying artificial intelligence to allow visitors to interact with monuments and statues, with current development underway at the Château de Versailles. These technologies aim to enhance the experience of travellers through more immersive, personalised encounters with France’s heritage. To accelerate adoption, the government is planning a national hackathon next year, bringing together companies to collaborate on scalable applications for tourism.

Sustainability serves as the second pillar of the national approach. France continues to attract high visitor volumes, and managing concentrated tourist flows is now a strategic requirement. Strobel noted that France is developing tools to orient visitors to lesser-known destinations, particularly in regions such as the Loire Valley, where alternative châteaux and cultural sites can relieve pressure from over-visited landmarks. These solutions, supported by dynamic visitor-flow technology, will be introduced in upcoming years. France is also expanding its sustainability agenda to address resource management. Regions such as Occitanie are experiencing water scarcity, prompting a large-scale monitoring initiative across hotels, ski resorts, and tourism facilities, with clear targets for reducing water consumption.

Beyond domestic priorities, France is strengthening international partnerships, with Saudi Arabia standing out as a key counterpart. Strobel emphasised that Saudi Arabia is considered a top political and economic priority for France, creating strong momentum for cooperation. French companies, including Accor and Air France, are already active in the Kingdom, and new projects are being discussed. A Memorandum of Understanding is under development, covering training, innovation, investment, and sustainability. France aims to welcome Saudi students to its hospitality schools and share best practices in tourism innovation, supporting Saudi Arabia’s rapid sector development.

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Within the global institutional framework, France is advocating for more concrete, measurable progress from UN Tourism. Strobel stressed the importance of clear objectives, KPIs, and budget oversight to ensure the organisation’s work leads to practical outcomes. France is already collaborating with UN Tourism on the Open Innovation Challenge, which promotes cooperation between large companies and startups. The laureates will be announced in November. Looking ahead, France plans to work with the organisation on mapping global tourism investment dynamics and creating a comprehensive directory connecting companies with private equity stakeholders, enhancing transparency and access to funding.

As Strobel concluded, France sees the UN Tourism platform as essential for exchanging best practices and driving international progress. Yet the emphasis is on tangible action, supported by data, investment, and innovation. With its combined focus on technology, sustainability, and international partnerships, the France tourism innovation strategy presents a forward-looking framework for navigating the evolving global tourism landscape.

The article France tourism innovation strategy highlighted at the UN Tourism General Assembly first appeared in TravelDailyNews International.

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