French Market and Sustainable Tourism – Overview

French Market and Sustainable Tourism – Overview

1. Growing Interest in Sustainable Tourism
According to several studies, interest in sustainable travel among French consumers is growing. A report by Businesscoot (2023) indicates that 63% of French travelers consider environmental impact when choosing their destination. This is supported by ADEME (France’s Agency for Ecological Transition), which reports that more than 50% of French people would be ready to change their travel behavior to reduce emissions.

“Les Français veulent voyager autrement.” – Le Quotidien du Tourisme, 2022. (Translation: “The French want to travel differently.”)

2. Tour Operators and Travel Agencies in France
French tour operators have begun integrating sustainability principles into their offerings:

Voyageurs du Monde has marketed its low-carbon trips for years and offers CO₂ compensation.

Evaneos is a pioneer in local, sustainable travel and emphasizes authentic, small-group experiences.

Leclerc Voyages and TUI France are also investing in eco-responsible product lines.

According to Atout France, a growing number of agencies are requiring suppliers to provide environmental certifications (e.g., Green Key, EU Ecolabel, Travelife).

3. Key Customer Segments
The French market includes several consumer profiles:

Segment Description Purchase Potential
Éco-conscients Urban, often 30–50 years, highly educated, seek low-carbon & authentic trips High
Familles responsables Families prioritizing values-based travel, looking for safe nature destinations Moderate to High
Jeunes voyageurs (Gen Z) Price-sensitive, care about social/environmental values, prefer train & local tourism High interest, low budget
Affluent boomers Baby boomers with disposable income & growing ecological awareness High

4. Price Sensitivity
A challenge remains: many French consumers support sustainability in principle but resist premium prices.

“Si c’est écologique mais trop cher, je ne peux pas suivre.”
– Anonymous respondent, ADEME survey, 2023.

Translation: “If it’s eco-friendly but too expensive, I can’t keep up.”

Thus, product positioning must balance values and affordability.

5. Seasonality
French tourists’ preferences still follow clear seasonal patterns:

Winter (December–March): strong interest in snow and nature, especially Lapland.

Summer (June–August): more general travel, nature, lakes, light hiking.

Sustainable messaging resonates better in shoulder seasons (May, September), when slow travel and less crowded destinations are in focus.

6. Incentive Travel and CSR
Corporate travel and MICE (Meetings, Incentives, Conferences, Events) segments are also influenced by sustainability:

CSR policies in French companies increasingly mandate low-impact travel.

DMCs and incentive planners seek certified destinations, community engagement, and unique nature experiences.

Sources
Businesscoot: The Sustainable Tourism Market in France (2023)

ADEME: Les Français et le tourisme durable (2023 Survey)

Atout France: Stratégie tourisme durable (2022–2025 plan)

Le Quotidien du Tourisme: Interviews with French travel professionals (2022)

Voyageons-Autrement.com: Sustainable travel trends and operator practices