Atout France CEO Adam Oubuih outlines a new strategy focused on sustainability, experiences, and a deeper engagement with India.
By Naina Nath
When Adam Oubuih, Chief Executive Officer of Atout France, visited India recently, it marked his first official trip to the country since taking charge of France’s national tourism development agency. During his visit, Oubuih discussed France’s evolving tourism strategy, the increasing importance of India as a source market, and how the country plans to balance visitor growth with sustainability and meaningful travel experiences.
Beyond Visitor Numbers
France continues to lead globally in international visitor arrivals, welcoming more than 100 million travellers each year. Yet the country’s next tourism chapter is not just about attracting more visitors. It is also about improving the value of tourism. “Our objective is to remain the world leader in visitor numbers,” Oubuih said. “But at the same time, we want international visitor spending to increase by around 50% in the coming years.” He added that this shift reflects a broader change in how destinations measure success. “We already have the scale. The next step is improving the economic impact of tourism.”
India in Focus
As global travel patterns evolve, France is turning its attention to dynamic long-haul markets, and India plays a crucial role in this strategy. “Outside Europe, India is clearly one of our top priorities,” Oubuih said. He pointed out that India’s steady economic growth and expanding affluent traveller base make it an increasingly important market for destinations worldwide. “Indian travellers are exploring the world more than ever, and they are curious and demanding in the best possible way.” He believes the nature of travel from India is also changing. “People don’t want to see France as just another stop within Europe,” he said. “We want them to experience France for what it truly is, its culture, its landscapes and its lifestyle.”
Experiences As Luxury
According to Oubuih, the definition of luxury travel is transforming. Material indulgence still plays a role, but increasingly, travellers are looking for something deeper. “Experience itself is becoming luxury,” he explained.“Having the time to enjoy a place, to discover local culture, to travel at your own rhythm, that is what many travellers are now seeking.” France believes it is particularly well-positioned in this space. “Our strength lies in diversity,” he said. “You can explore vineyards, mountains, historic towns, islands or coastal regions, all within the same country.” He added that such variety allows travellers to return multiple times and discover different sides of France.
Looking beyond Paris
While Paris remains the country’s most recognised gateway, France is actively encouraging travellers to explore beyond the capital. For Indian travellers especially, this means discovering destinations that are less frequently included in traditional itineraries. “We want visitors to understand that France is much more than one city,” Oubuih said. “There are the Alps, the Atlantic coast, the Mediterranean, the vineyards, the islands and even volcanic landscapes in the centre of the country.” He believes that encouraging travellers to explore different regions also helps distribute tourism more evenly. “When people travel across the country, they experience a richer version of France,” he added.
Technology and Tourism
Digital innovation is another area where France sees potential for collaboration with India. The growing role of technology in tourism, from payments to artificial intelligence, is reshaping how travellers interact with destinations. “We see strong opportunities to work with India on digital solutions,” Oubuih said. “India has developed impressive systems, especially in areas such as digital payments and data integration.” He noted that simplified transactions are becoming increasingly important for international travellers. “When travel becomes easier and more seamless, it improves the overall visitor experience.”
A Commitment to Responsible Tourism
Sustainability is at the centre of France’s long-term tourism vision. The country aims to become the world’s most sustainable tourism destination by the end of the decade, a goal that extends beyond environmental concerns. “Sustainability is not only about carbon emissions,” Oubuih explained. “It is also about social balance and economic viability.” He emphasised that tourism must benefit both travellers and local communities. “A destination must remain enjoyable for residents as well as visitors.” For France, preserving regional identity is also part of that equation. “Protecting culture and heritage is essential,” he said. “Every region has its own story, and tourism should help keep those traditions alive.”
France has long drawn travellers with its culture, cuisine and sense of art de vivre. As Oubuih suggests, the country’s future in tourism lies in offering experiences that feel authentic and meaningful. “Tourism is about people,” he said. “It’s about building bridges between cultures.” For travellers from India and beyond, France hopes those bridges will only continue to grow stronger.
