Atout France, the French tourism development agency, has recently welcomed its new regional director, Dominique Maulin, for the Middle East, Turkey, Australia and New Zealand. With a strong foundation to build upon, the new director is keen to elevate France’s position as the leading destination for Middle Eastern travellers.
Acknowledging the agency’s excellent track record under the regional guidance of her predecessor Karim Mekachera, the new director, Maulin comments, “The work of Atout France in the region has a very good reputation, be it in terms of outcomes, operations, actions or marketing activations.
“It’s a very good place to come into,” she tells TTN in her first regional media interaction.
Maulin outlines her vision for the future. “We want to remain the number one global destination for the Middle East region. This approach involves directly engaging with decisionmakers and key B2B players in the travel industry.
The Olympics was a real case study of security in France, a very good example of the expertise of the country in hosting large events
– Dominique Maulin
“The focus will therefore be on developing digital marketing and B2B strategies, particularly here in the Middle East. We’ll look at strengthening our reach with travel agents, tour operators, big players and small, and OTAs, both local and international. However, our key events, like the much-loved Marhaba, will continue to be highlighted.”
Promoting lesser-known destinations and encouraging travel beyond peak season are priorities, Maulin says. “One of our strategies is to diversify destinations in France and try to push the travels outside of the peak seasons, such as
the summer.”
Winter travel is also receiving attention. “If earlier, winter travel was slow outbound from the Middle East region, this is not the case anymore. While Courchevel is a go-to destination for most Middle East tourists in winter, we are seeing them venture outside -our job is to put more options on the table.”
Encouraging a deeper exploration of France is central to this strategy. “The rich diversity of France’s regions offers something for everyone. Nantes stands out for its modern art scene, Bordeaux for its wine culture and Marseille for its ongoing renaissance and museums. Lyon and Strasbourg also offer unique cultural experiences and significant potential for development.”
France’s 2024 Olympics was a resounding success, drawing millions of visitors to Paris and boosting the country’s tourism industry. The event also led to a surge in hotel bookings, with occupancy rates soaring in Paris and the surrounding region.
France’s ability to host major events is seen as a key strength, Maulin adds. “The Olympics was a real case study of security in France, a very good example of the expertise of the country in hosting large events. We had the Rugby World Cup and the FIS Alpine World Ski Championships in 2023, then we had the Olympics this year, and there are more events coming – this is great for the image of France.”
The 2024 Paris Olympics set a new standard for sustainable sporting events. With a strong focus on environmental responsibility, the games utilised 100 per cent renewable energy, reduced single-use plastics, and prioritised sustainable transportation.
Sustainability is a core value for France, with the nation aiming to be the leading destination worldwide in that space. “Our strategy is to promote slow tourism, and an important component of that is train travel. In fact, we’re one of the main train destinations globally – reliable and well-connected. We have an excellent network of high-speed trains.”
Maulin continues, “France is planning to invest €2 billion by 2027 to promote cycling and develop cycling infrastructure. This green investment is part of the Bicycle Mobility Plan, which aims to make cycling more accessible and attractive across the country.”
Across the hospitality landscape, properties have to adhere to several different substantiality criteria (few of them mandatory) to be recognised by Atout France’s new star-rating system for hotels.
Technological advancements are also being harnessed to support the green cause. “Innovation in travel tech is also being supported to enhance sustainability and improve the travel experience.”
Increased flight options are making France more accessible. “Air France, through Transavia, is offering three new flights for the winter connection, connecting Dubai directly to Lyon, Toulouse and
Marseille.”
Partnerships with airlines are also key. “We also had support from airlines opening new destinations with direct flights to Toulouse, by Qatar Airways, Marseille from Saudi Arabia.
“With more direct flights, we are expecting more tourists from the region,” concludes Maulin.