France has identified India as one of its top priority long-haul markets, with a strong focus on increasing high-value tourism, experiential travel, and deeper technological collaboration to enhance visitor experiences, according to Adam Oubuih, CEO, Atout France.
Speaking to the media during his recent visit to Mumbai, Oubuih highlighted that France continues to remain the world’s most visited destination, welcoming over 100 million international visitors annually. Traditionally, neighbouring European markets such as Germany, the United Kingdom, Switzerland, and Belgium have driven volumes.
However, with these mature markets stabilising; France is now pivoting towards high-growth outbound economies.
“Outside Europe, India is clearly among our top priorities,” said Oubuih, adding that North America and North Asia — particularly Japan — also remain key focus regions.
According to Oubuih, India represents a dynamic outbound market powered by sustained economic growth, digital innovation, and a rising affluent traveller base seeking immersive experiences rather than checklist tourism.
“Visitors today want to live France rather than just see France,” he said. “Indian travellers are curious, experience-driven, and increasingly demanding in terms of art de vivre, culture and luxury.”
While Indian arrivals are yet to fully return to the nearly 700,000 mark recorded in 2019, France is witnessing a steady recovery. Importantly, per capita spending from Indian travellers is already on the rise — a trend the destination expects to accelerate over the coming years.
Rather than purely increasing volumes, France is strategically focused on boosting tourism revenue and value-driven travel.
A core element of France’s India strategy is encouraging dispersion beyond Paris and iconic landmarks.
Oubuih noted that France’s diversity remains one of its strongest assets — from alpine regions and western coastal destinations to vineyards, islands and overseas territories.
“Our objective is for Indian travellers not to see France as just part of Europe, but to see France for France — its mountains, Mediterranean and Atlantic coasts, volcanoes, islands and heritage,” he emphasised.
France anticipates a significant increase in Indian visitor spending over the next four years, particularly across experiential and high-end segments.
“Experience itself is becoming luxury,” Oubuih remarked. “Authenticity, privacy, personal space, and meaningful travel moments are now premium expectations.”
Luxury retail remains a major draw, but the broader focus is on curated experiences encompassing gastronomy, culture, heritage and lifestyle.
Expanding Digital Collaboration and UPI Acceptance
France is also exploring enhanced collaboration with India in digital innovation, particularly tourism technology and seamless payments.
Oubuih confirmed that UPI acceptance has already been introduced at select French attractions and retail locations, with further expansion underway to simplify transactions for Indian travellers.
“We see strong potential in working together on data, artificial intelligence, and digital solutions to create seamless travel experiences,” he said, noting that both countries are emerging leaders in innovation.
Sustainable Tourism at the Core
France’s long-term tourism roadmap centres on positioning itself as the world’s most sustainable destination. “Sustainable tourism is not just about carbon reduction. It is environmental, social and economic sustainability combined,” he explained.
With deeper bilateral cooperation anticipated between India and the European Union, France sees tourism as a strategic bridge-building tool.
“Our mission is to build bridges between people and cultures,” Oubuih concluded. “France will continue strengthening its long-term relationship with India and welcoming Indian travellers with authentic, diverse and meaningful experiences.”
