Published November 23, 2025
Posted by: Tuhin Sarkar
France’s tourism industry, already the world’s number one destination with more than 100 million visitors a year, is gearing up for a revolution. At the United Nations Tourism Assembly, Christophe Strobel, 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 showcasing France’s lesser-known destinations, Strobel shared France’s strategic focus on welcoming tourists from around the world, especially from emerging markets in Asia. This article delves into the insights revealed at the event, highlighting France’s ambitious vision for the future of tourism.
France’s vision: welcoming tourists from all over the world
Famous for its cultural heritage and world-class tourist attractions like Paris, France is now setting its sights on expanding tourism beyond Europe. It is focused on attracting travelers from Asia, including countries such as India, China, Japan and Indonesia. Despite the overwhelming number of European tourists, mainly from the UK, Belgium and Germany, Strobel stressed that the goal is to attract a more diverse range of international tourists.
Mr. Strobel emphasized France’s strategic efforts to not only maintain its position as a world leader in the tourism sector, but also increase its value in the market. Diversification of tourism sources, especially from the rapidly growing Asian economies, will allow France to maintain its appeal and bring new experiences to travelers around the world. This move is essential to adapt to the changing dynamics of global tourism.
AI and the future of French tourism: a game changer
Artificial intelligence (AI) is no longer just a buzzword, but a transformative force that can redefine how tourists experience France. Strobel explained that AI is a central pillar of France’s tourism strategy. In recent years, the French government has launched the “French Tourist Mute Tech” program. The initiative will support AI-driven startups and solutions aimed at improving the tourism experience for both tourists and professionals.
AI is expected to revolutionize the tourism industry by providing personalized services, increasing customer satisfaction, and optimizing travel experiences. Technology is being introduced to make the tourist experience more seamless, enjoyable, and personalized, including smarter reservation systems, virtual assistants, and AI-powered guides.
AI not only improves the visitor experience, but also plays a key role in increasing efficiency in the tourism industry by providing insights into travel patterns, preferences, and emerging trends. Mr. Strobel emphasized that France is committed to ensuring that this technological evolution benefits small and medium-sized enterprises and lesser-known destinations, and provides opportunities for new entrants in the tourism sector.
France’s hidden gems: uncovering places off the beaten path
While Paris is often in the spotlight, France has countless hidden gems waiting to be discovered. Mr. Strobel spoke passionately about regions like Normandy, which is located just two hours from Paris and has a unique blend of natural beauty, history and culture. Normandy is known for its dramatic coastline, historic castles, and lush countryside, making it the perfect escape for tourists looking for something beyond the typical tourist route.
One of the lesser-known but highly recommended destinations is the Château de L’Castle, located just a few hours from Paris. Visitors can explore magnificent castles, enjoy scenic cycling tours along the Loire River, and participate in countryside activities that showcase the traditional French way of life. These hidden destinations are poised to become new favorites for travelers seeking authentic, unspoiled experiences.
The importance of ethical AI in tourism: protecting small businesses
While AI has immense potential to enhance the tourism sector, Strobel emphasized the importance of ethics in its implementation. With rapid advances in technology, there is a risk that AI will disrupt smaller players in the tourism industry. To alleviate this, France is committed to ensuring that AI is used in an ethical way that protects small businesses, promotes diversity, and protects lesser-known destinations.
As AI technology continues to evolve, it is important for the tourism industry to find a balance between innovation and preserving the unique cultural and historical aspects of a destination. The French approach focuses on creating a future where AI supports industry, while promoting sustainability, inclusivity and heritage preservation.
France’s commitment to sustainability and 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 growing, there is a need to ensure it operates in an environmentally responsible and socially sustainable manner. France aims to promote environmentally friendly tourism practices, support sustainable tourism infrastructure and reduce the carbon footprint of industry.
France is taking important steps to implement sustainable tourism practices that are in line with global goals for environmental conservation. From promoting green hotels to encouraging environmentally friendly travel choices, the French tourism industry is taking a holistic approach to sustainability. Furthermore, the integration of AI into tourism management can play a pivotal role in increasing the resource efficiency of the sector, enabling smarter use of energy and better waste management.
Highlighting the role of startups in France’s tourism revolution
Mr. Strobel emphasized the important 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 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 improve 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 world leader in tourism technology. Government efforts to foster startups will not only help accelerate innovation, but also contribute to the creation of a more dynamic and competitive tourism market.
The future of tourism: combining innovation, ethics and local experience
Looking ahead, it is clear that the future of French tourism lies at the intersection of innovation, sustainability and ethical responsibility. AI and other emerging technologies are changing the way people travel, but the importance of local experiences and preserving cultural heritage remains at the core of France’s tourism strategy.
From the hidden gems of Normandy to the bustling streets of Paris, France is investing in both high-tech and high-touch experiences that appeal to a wide range of travelers. AI-driven solutions, sustainability and a commitment to inclusivity will ensure the future of French tourism is dynamic and responsible, meeting the needs of modern travelers while preserving the country’s rich cultural heritage for generations to come.
Conclusion: The future of French tourism is set for a global transformation
France is revolutionizing its tourism industry with a focus on artificial intelligence, sustainability and innovation. By embracing emerging technologies and focusing on lesser-known regions, France is ensuring that it remains one of the world’s leading tourist destinations for years to come. As the tourism landscape evolves, the country is committed to providing unforgettable experiences while protecting the environment and local businesses. The future of tourism in France is bright, and with AI at its heart, it promises to be more exciting and accessible than ever before.
