The cultural tourism market - France

Cultural tourism is defined by the World Tourism Organization as tourism focused on cultural attractions and products. Worldwide, it is one of the fastest-growing segments of the tourism industry, accounting for an estimated 40% of all tourists worldwide and in Europe. [CBI] France's cultural heritage is well-suited to this type of tourism, with over 1,000 museums with the "musées de France" label, nearly 46,000 classified and listed historic monuments, and 40 registered cultural sites.s and listed historic monuments, 40 cultural sites on the UNESCO World Heritage List, parks and gardens, not to mention scientific, technical and intangible heritage and the art of living. France's tourism and cultural sector has enjoyed remarkable momentum since the end of the crisis: on the one hand, international tourism has regained and even exceeded its pre-pandemic levels(1.4 billion travelers and $1,600 billion in worldwide revenues, +4% vs. 2019), buoyed by by France, which remains the world's leading destination, with over 100 million foreign visitors and €71 billion in revenues by 2024. On the other hand, digitalization is profoundly transforming behaviors: more than two-thirds of travelers share their experiences online, millennials draw inspiration from Instagram, and vacation rentals are posting double-digit growth(+14%). Major cultural events ( music andcomedy festivals, heritage sites) play a key role in attractiveness, as do the Paris 2024 Olympic Games, which generated 11.2M visitors and boosted economic spin-offs. Finally, the structuring of the industry (members, partnerships, #ExploreFrance promotion) and the evolution of preferences (museums, monuments, collective accommodation) highlight the need for an increasingly diversified, innovative and collaborative offering to meet the expectations of national and international customers looking forauthenticity, sustainability and excitement.