Organised by Atout France in collaboration with the Institut Français, the third edition of the #ExploreFrance Festival took place in London from 16-18 September 2024 and shone the spotlight on culture and heritage. The three-day festival was entirely dedicated to promoting cultural tourism in France, targeting British travellers with a series of B2B, press and public events that positioned France as a key cultural tourist destination in Europe and emphasised its innovative and eco-responsible approaches in this field. The festival's headline sponsor was Centre des Monuments Nationaux, the French government body in charge of conserving and managing state-owned historic buildings and sites.

For professionals, a two-day B2B workshop took place on Monday 16 and Tuesday 17 September at the Park Plaza London Riverbank, as part of the Connecting Travel Marketplace organised by Jacobs Media Group. The two days included one-to-one meetings, group experiences and networking. Monday ended with an 'Apéritif à la Française' and soirée held at Brasserie Blanc Southbank, involving special animations organised by Aix-en-Provence Tourist Office, Montpellier Tourism Board and Nice-Côte d'Azur Metropolitan Convention and Visitors Bureau.

The festival's event for press, influencers and VIPs was a networking soirée on Tuesday 17 September held in the Art-Deco Listed Library at the Institut Français, South Kensington. Representatives from nine partner destinations talked to guests about their cultural attractions at their individual stands, while canapés were served and wine was available courtesy of Les Vins d'Occitanie. Guests were also able to enjoy the awe-inspiring Ubisoft VR Experience Notre-Dame de Paris: Journey Back In Time, ahead of the cathedral's public reopening in December.

For the general public, the festival incorporated an expert panel entitled 'French Cultural Heritage Today' on Wednesday 18 September, also at the Institut Français. France-specialist food writer Carolyn Boyd, journalist, radio host and art historian Maïa Morgenzstern, and the Cité Internationale de la Langue Française's Deputy Director Xavier Bailly, united for a panel discussion on the vital place of art, language and gastronomy in French culture. The audience was invited to stay for a glass of Occitanie wine, enjoy the Ubisoft VR Experience Notre-Dame de Paris: Journey Back In Time, and learn about the new visitor experience at the Cité Internationale de la Langue Française. Carolyn Boyd also signed copies of her new book, Amuse Bouche: How To Eat Your Way Around France, published by Profile Books.

Atout France's partner destinations* were also invited on a study tour on Wednesday 18 September, kindly hosted by the Design Museum. Partners had the opportunity to exchange with museum director Tim Marlow and hear from his team about the museum's national research programme, Future Observatory, whose main aim is to champion new design thinking on environmental issues.

This year has witnessed several major cultural events in France, among them D-Day's 80th anniversary, 900 years of Eleanor of Aquitaine at the Royal Abbey of Fontevraud, and 150 years since the birth of Impressionism. Notre-Dame de Paris is set to reopen to the public on 8 December 2024 following its five-year renovation. Looking ahead to 2025, Aix-en-Provence prepares for the reopenings of Cézanne's former home and studio, while the Cartier Foundation will unveil a new flagship location in Paris. The full France news 2025 will be shared on our press blog at the end of October.

Atout France's partner destinations* for the festival were:

• Aix-en-Provence Tourist Office
• Atlantic Loire Valley
• Centre des Monuments Nationaux
• Château de Versailles
• Montpellier Tourism Board
• Musée Picasso Paris
• Nice Côte d'Azur Metropolitan Convention and Visitors Bureau
• Paris Musées
• Strasbourg – Alsace Region