‘Dream Big, Live Slow’: Atout France and Its Partners Are Committed to Sustainable Tourism

02.04.2024 - 07:13 / breakingtravelnews.com

The #ExploreFrance slogan returns again in 2024 to unite Atout France, the 13 regional tourism organisations of mainland France and around 20 companies in the sector, as part of the campaign to promote France as a destination internationally.

On this fourth occasion, the collective intends to consolidate the sustainability aspect of the destination’s positioning in a year marked by the organisation of major events,  advocating slower, more sustainable and authentic tourism. “Dream big, live slow” is an invitation to dare to dream big and to experience the best that France has to offer!

“Dream big, live slow”:  with an emphasis on greener means of transport

Continuing on from 2023, the 2024 campaign will even more strongly highlight offerings that cater to travellers seeking a slower, more sustainable, and more authentic tourism experience. The evaluation tools of the #ExploreFrance 2023 campaign, on a sample of 6,000 respondents spread across the 10 priority markets, showed that 84% think the campaign positions France as a sustainable destination (up 1% from 2022), with 83% considering the campaign to be inspiring. This is a campaign that, under the evocative slogan “Dream big, live slow”, invites travellers to embark on memorable and environmentally friendly travel experiences in France.

As part of the national strategy to make France the world’s number-one destination for cycle tourism by 2030, this year Atout France wants to place particular emphasis on cycle tourism, in collaboration with France Vélo Tourisme.

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France offers over 20,755 km of cycle routes spread throughout the country. It has 10 Eurovélo routes (Vélodyssée, Scandibérique, Vélomaritime, Traversata Maio 20, Via Romea Francigena, Véloroute Rhin and Via Rhôna to name just a few) and almost 60 identified routes, taking in incredible views and places inaccessible by car, at your own pace and in complete freedom. Cycling is aimed at all travellers, offering possibilities both for sports cycling enthusiasts and for families looking for outdoor leisure activities, or adventurers wishing to roam across France from one region to another. The Loire by Bike, gravel cycling on the Grande Traversée du Jura, the Vélomaritime route in Normandy, the Dolce Via or the Ardèche by Bike, Provence and the Durance by Bike… there is something for everyone!

The collective has also chosen to highlight sites and areas that are still relatively undiscovered, ensuring visitors have an original holiday experience, as well as iconic locations outside peak times, supporting strategies to reduce seasonality in the regions and spread tourist flows.

A campaign to be launched in around 20 countries

Targeting the general public, the campaign - the first