France's winning strategy against overtourism

In the global tourism landscape, France holds an undisputed record: with over 100 million visitors each year, it is the most visited country in the world . Yet, unlike other nearby European destinations, it is not the scene of major protests against mass tourism.

While in Greece there are graffiti targeting visitors and in Spain, Portugal, and Italy demonstrations are organized and even water pistols are used to discourage tourists, France manages to maintain a balance between hospitality and the quality of local life.

Obviously, this different behavior hides an underlying secret: a long-term strategy , a commitment to sustainable tourism, solid infrastructure and an intelligent distribution of tourist flows.

France's winning strategy against overtourism is the fruit of years of planning, targeted investments, and a balanced approach that focuses on sustainability, a strategy for distributing visitors across regions and seasons, and the valorization of its territorial diversity.

A model that could serve as inspiration for many other European destinations—where there is currently an anti-tourism sentiment due to crowded cities, rising rents, and bad tourist behavior—in search of a more harmonious and sustainable tourism.

Planning and sustainability: the heart of the French strategy

Unlike other countries that are now rushing to find solutions to overtourism—as mass tourism becomes a problem— France began planning years ago. At the heart of this vision is Atout France , the national agency for tourism development, which has made sustainability a key pillar of its work.

In 2021, the government launched the Destination France Plan , a ten-year roadmap that saw the allocation of 1.9 billion euros to promote greener, more eco-friendly, responsible and inclusive travel .

The French strategy for comprehensive planning for the country's more sustainable growth focuses on several fronts, embracing the adage " prevention is better than cure ." Here are the main areas of application of France's winning tactic:

• promotion of sustainable transport , with particular attention to train travel, which is certainly preferred to short-haul flights;
• valorization of medium-sized cities , thus avoiding concentrating tourism only on icons such as the cities of Paris or Nice;
• Deseasonalization : encouraging travel throughout the year, avoiding overcrowding in the summer months, promoting activities and experiences that are perfect for the various seasons.

One of the most revolutionary aspects was the decision, in 2023, to ban domestic flights on routes that can be covered by train in less than two and a half hours . With 28,000 km of rail network, including 2,800 km of high-speed rail, France offers very rapid and widespread connections. This slow and sustainable way of traveling allows even those tourists who take "hit-and-run" trips to appreciate and get to know the country better.

For example, it takes only three hours to travel from Paris to Marseille . Furthermore, even small towns with fewer than 20,000 inhabitants are served by stations. This has helped change tourist flows, encouraging the discovery of lesser-known regions.

At the same time, French authorities have introduced measures to protect the real estate market from the distortions of short-term rentals, a phenomenon that has created real housing crises in cities like Lisbon and Barcelona.

With the Loi le Meur law, local governments can in fact limit holiday rentals, reduce the nights available for tourist rentals from 120 to 90 and sanction those who do not respect the rules.

A tourism that is distributed and rooted in local culture

One of France's strengths is its ability to distribute visitors throughout the country . Unlike Italy or Spain, where some locations—like Venice and the Costa Brava—have become true epicenters of mass tourism, France has managed to portray itself as a mosaic of regions, each with its own identity, attractions, and appropriate infrastructure.

From the charm of the Loire castles to the wineries of Alsace , from the beaches of Brittany to the villages of Provence , each region is promoted as a destination in its own right. This narrative has found a powerful ally in social media , such as Instagram: today, many travelers discover, for example, that just an hour and a half from Paris they can visit picturesque villages, taste organic wines, and immerse themselves in authentic gastronomy.

French tourism isn't just about visitor numbers, but also about the quality of local experiences . The offer of itineraries focused on nature, sustainable food and wine, and local traditions is growing. Many operators are promoting organic and biodynamic producers, local artisans, and lesser-known cultural itineraries. This approach not only reduces pressure on large cities, but also fosters a widespread economy that also involves rural areas.

There's also a cultural factor : France, a crossroads of cultures for centuries, is accustomed to welcoming visitors from all over the world. In recent years, arrivals from emerging markets such as India, Southeast Asia, Australia, and Africa have increased, and these travelers often choose experiences beyond the most popular destinations. The result is a more diverse and resilient tourism industry , capable of adapting to new trends and demands.

Of course, France isn't immune to challenges: the 2024 Olympics have pushed Paris to the limits of tourist capacity, and neighborhoods like Montmartre have reported episodes of overcrowding. However, thanks to rent regulations and a long-term strategy for a more sustainable future, the country seems ready to manage even these peaks.