Atout France, the France Tourism Development Agency, has launched a pan-European campaign in collaboration with France's 13 regional tourist boards and a number of private partners, aiming to inspire and reassure travellers to France and boost the recovery of French tourism in the wake of the pandemic. Entitled 'What Really Matters' under the #ExploreFrance brand, the campaign unites 10 European markets: Austria, Belgium, Denmark, Germany, Italy, the Netherlands, Spain, Sweden, Switzerland and the UK. Its objective is to highlight the appeal of France's vast variety of types of holiday, to each market and a range of demographics.

Unprecedented in its scale, the campaign sets out a different way to travel, centred around the key themes of nature, culture and art de vivre, with a strong focus on sustainability and the environment. After a year of staying at home, travellers' priorities have changed and the experiences promoted by the campaign mark a return to a simpler lifestyle at a slower pace, with sharing, sociability and eco-responsibility at its heart: in essence, the aspects that really matter.

Experiences include invigorating outdoor activities in France's unspoilt natural spaces on and off the beaten track: the country counts 11 national, 54 regional and nine marine parks, plus a vast network of coastal paths, cycle routes and waterways. They also include exploring the country's cultural jewels and celebrating its heritage, as countless museums, landmarks and art centres prepare to unveil new attractions – and experiencing the world-famous French art of living wrapped up in its cuisine and wine, with gourmet tours, tastings and authentic social encounters.

Travellers are invited to take the time to explore France's treasures sustainably, making use of its eco-friendly accommodation which includes 191 EU Ecolabel addresses and a further 644 Clef Verte (Green Key) members, and enjoying produce grown and made locally and certified by labels such as Organic Agriculture, AOP and AOC.

A dedicated press kit has been created for the campaign, designed by French agency Monet + Associés and available in flipbook format in six languages: English, French, Spanish, Italian, German and Dutch. The English version is available here.

The #ExploreFrance campaign's target audiences are families, DINKs (couples without children), repeaters (regular visitors) and millennials (25-34-year-olds). With a combined investment of €10m and almost entirely digital, it is being launched in three phases, having started in early summer and continuing through to autumn, allowing for sufficient flexibility to respond to each market's progression within the pandemic. Phase one was designed to inspire travellers by showcasing destinations and suggesting experiences, with phase two allowing regional tourist boards to capitalise on this with specific additional marketing. The third phase, just launched, brings private partners – including transport companies – on board in order to generate bookings.

Travellers from Europe made up just over 75% of France's international tourism in 2019, a figure that the country is working towards matching in the near future. Norway, the Czech Republic and Romania may also be included in the campaign depending on the changing situation in these markets and their travel restrictions into France. Each market continues to be evaluated based on its current travel status.

The campaign messages have been incorporated into all PR communications and activities across the 10 markets, including press releases, press kits, newsletters, blog and social media posts, press trips and events. Atout France will organise additional pan-European press activities in future, building on the tangible benefits of a collaborative approach to PR in this unprecedented year for the travel industry, and promoting France's wealth of new attractions and unique travel opportunities.

-ENDS-

For further information please contact:
Anne Pedersen 

anne.pedersen@atout-france.fr 
Tel. 020 7061 6624, www.france.fr 

About Atout France

Atout France - France Tourism Development Agency, is responsible for promoting the development of the tourism industry, the country's largest economic sector. Atout France's primary mission is to monitor and analyse the supply and demand in the tourist market. Atout France is also committed to promoting destinations and tourism partners in and from France. This is achieved through marketing campaigns, online promotion, PR and working closely with the travel trade sector. Atout France is represented in the UK and Ireland from its office in London.