What Will Make a Destination Worth Visiting in 2030? Comfort, Culture, Safety and Value
The destination of 2030 will compete on the whole journey: comfort, living culture, safety, accessibility, resilience and value—not visitor totals alone.
The destination of 2030 will compete on the whole journey: comfort, living culture, safety, accessibility, resilience and value—not visitor totals alone.
Europe’s first tourism strategy links sustainability, digital data and rail to a better visitor experience.
Paris needs tourism, but tourism also needs a liveable Paris. OUISTARS examines housing, crowds, mobility, climate and how the capital can protect both visitors and residents.
Saint-Tropez turns global luxury into tourism income—but housing, traffic and seasonal pressure test the village behind the brand. OUISTARS follows the money.
France welcomed 102 million international visitors in 2025. This investigation explains the resilient system behind the world’s tourism crown—and the risks ahead.
France attracts more international visitors than any other country. Reaching €100 billion in tourism receipts by 2030 will require a more valuable, sustainable and digitally competitive visitor economy.
Published by PARIS RÉFÉRENCE, a French association governed by the Law of 1 July 1901.