Atout France

Name

Atout France

Legal name

GIE Atout France

Website

https://atout-france.fr

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

251–500 employees

Ownership category

akta.pro rank

Product category

National Tourism Development Agency

NAICS

Convention and Visitors Bureaus (561591), Tour Operators (56152)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Consumer & Public Shows (B2C) Organizers (THAHABAC)

akta.pro secondary industry

Sustainability & ESG Travel Intelligence (Emissions, SAF, impact data) (THALAIAL)

Keywords

• National tourism agency
• Tourism promotion services
• Hotel classification system
• Tourism market intelligence
• MICE business events

Headquarters

HQ city

Paris

HQ country

France

HQ region

Europe

Offices27 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D, Infrastructure

Revenue model

1. Membership Fees from Adhérents: Annual/recurring partnership membership fees paid by 1,200+ tourism professionals (adhérents) who gain access to data, personalized advice, and services to develop their activity in France and internationally
2. Government / Public Funding: Public funding tied to the Plan Destination France (€1.9 billion budget) and government appropriations as a state-backed tourism development agency (GIE)
3. Tailor-Made Operations / Bespoke Services: Custom operations ('Opérations à la carte') billed to tourism professionals and partners, covering B2B workshops, communications campaigns, training, and bespoke market activations (195+ catalogued operations)

Pricing tiers

Go-to-market motion4 records

Distribution channels7 records

Marketing channels10 records

Core offering

Atout France is the French national tourism development agency that promotes France as a destination internationally through a network of 30+ offices, runs regulated services (hotel classification, travel-operator registration, Palace distinction, state tourism labels), and provides data, engineering, training, and bespoke operations to its 1,200+ tourism professional members. It executes flagship B2B events (Rendez-vous en France, Salon Destination Vignobles, Destination Montagnes, Mediatour Francia) and the #ExploreFrance consumer campaign across 10+ European markets plus the US and Canada.

Differentiator

Problem solved

Functional benefit

Brands

• Choose France: The agency's MICE (Meetings, Incentives, Conferences and Exhibitions) brand promoting France as a destination for international business events.
• France Convention Bureau
• France Tourisme Observation (FTO)
• Explore France

Products and services

• France Tourisme Observation (FTO)
• Distinction Palace
• Classement des hébergements touristiques
• Immatriculation des opérateurs de voyages et de séjours
• Labels d'Etat du tourisme
• Innovation & Travel Tech
• Ingénierie & Investissement
• Professionnalisation et e-learning
• #ExploreFrance International Promotion Campaign
• France Convention Bureau (MICE International)
• Marchés émetteurs internationaux
• Rendez-vous en France
• Salon Destination Vignobles
• Destination Montagnes
• Mediatour Francia
• Contrats de destinations

Quantifiable outcome

• For every €1 invested with Atout France in Grand Est, €70 of economic returns are generated for the regional tourism ecosystem (2024)
• +5 more outcomes

Named customers11 records

Segments6 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability1 record

Feature5 records

Partnerships

20 partnerships are on record, tiered flagship and core.

• Brittany FerriesflagshipStrategic or Co-development Partner · 14 April 2026On 14 April 2026 Atout France and Brittany Ferries signed a new cooperation agreement aboard the Saint Malo vessel in Saint-Malo to strengthen the attractiveness of France for British travellers.
• Business FranceflagshipStrategic or Co-development PartnerCo-organiser of the second edition of 'Art de Vivre à la française' exhibition at India Design ID 2026 in New Delhi (Feb 18–22, 2026) as part of the India-France Year of Innovation 2026. Co-organised the Indo-French Design Dialogues with the Indo-French Chamber of Commerce and Industry and Atout France.
• Embassy of France in IndiaflagshipStrategic or Co-development PartnerPartner on the 'Art de Vivre à la française' exhibition (Feb 18–22, 2026) and broader India-France Year of Innovation 2026 framework; supports France's designation as Country of Honour at India Design ID 2026.
• Indo-French Chamber of Commerce and Industry (IFCCI)coreGTM or Marketing PartnerCo-organiser of the Indo-French Design Dialogues programme as part of 'Art de Vivre à la française' at India Design ID 2026, fostering cross-cultural collaboration between French and Indian creative industries.
• Montagne Leaders & Domaines Skiables de FrancecoreStrategic or Co-development PartnerAnnual survey partners for the French ski resort investment observatory; jointly published the 2025 report showing €555 million in ski resort infrastructure investment (50% above 10-year average, 32% of pre-tax turnover).
• Indian companies and public sector entitiesflagshipStrategic or Co-development PartnerAtout France plans to collaborate with Indian companies and public sector entities to develop AI, data, and sustainability tools to boost tourism growth; the agency has already utilised AI for chatbots and environmental monitoring at destinations.
• UN Tourism (formerly UNWTO)flagshipStrategic or Co-development PartnerCo-organised the UN Tourism Open Innovation Challenge held in Paris in collaboration with France's Ministry of Tourism, with 6 finalist partnerships between start-ups and corporations presenting tourism-tech solutions.
• Choose Paris RegioncoreGTM or Marketing PartnerCo-organiser of press conferences and joint promotion actions (e.g., official opening of the new direct Monterrey-Paris flight route with Aeromexico, Atout France, and Choose Paris Region).
• AeromexicocoreGTM or Marketing PartnerJoint press conference at Monterrey to officialise the opening of a new direct air route between Monterrey and Paris, opening new tourism perspectives between Mexico and France.
• HiSEAS International Tourism Group, Rail Europe, Sodexo Live!coreGTM or Marketing PartnerPartners of the 'Focus Vietnam-Thailand' event (Jan 19-21, 2026) organised by Atout France to reinforce the French presence on these strategic Asian markets.
• Comité Régional du Tourisme de Nouvelle-AquitainecoreStrategic or Co-development PartnerAtout France Spain-Portugal and the Nouvelle-Aquitaine Regional Tourism Committee jointly organised professional events in Bilbao, Madrid and Barcelona to present the destination's 2026 news to Spanish tourism prescribers.
• Paris Region Tourism Committee (Comité Régional du Tourisme Paris Île-de-France)coreGTM or Marketing PartnerAtout France Spain-Portugal organised with the Paris Region Tourism Committee and its partners an exclusive professional event in February 2026 presenting 2026 novelties including the opening of the 'Frozen' world at Disneyland Paris on March 29, 2026.
• VipariscoreChannel Partner/ Reseller/ DistributorOperator of 12 major event venues in the Île-de-France region with 10+ million visitors and 800+ professional and public events annually; featured MICE venue partner in Atout France's MICE promotion.
• Strasbourg Events & Orléans CO'METcoreChannel Partner/ Reseller/ DistributorStrasbourg Congress & Exhibition Centre (architect Kengo Kuma, 24,000 m², 4 halls) and Orléans CO'MET Exhibition and Sports Park are featured Atout France MICE venue partners.
• GL Events (Meet Toulouse)coreChannel Partner/ Reseller/ DistributorOne of the largest event centres in France; Toulouse exhibition centre features 40,000 m² of exhibition space across 7 modular halls; featured Atout France MICE venue partner.
• Nice Côte d'Azur Tourism / Nice Convention BureauflagshipStrategic or Co-development PartnerFeatured MICE destination page on Atout France (capacity up to 6,000 delegates); new convention centre opening in 2025 hosting the United Nations Ocean Conference; contact Myriam Chokairy, Louisa Marrone, Bertrand Puissegur.
• Renault & Veolia (corporate sponsors)coreOthersCorporate partners in the UN Tourism Open Innovation Challenge; Karacal+Renault won the 'Efficiency Through Technology' category for geolocated audio bubbles; Aquatech+Veolia won the 'Better Tourism Services' category for modular green-tech wastewater management.
• Palace Hotels Collection (33 establishments 2026)flagshipOthersAtout France manages the official 'Palace' distinction for 33 exceptional 5-star French hotels (e.g., Four Seasons George V, Le Bristol Paris, Cheval Blanc, Airelles Courchevel, Hotel du Cap-Eden-Roc) including applications, site visits, renewals and commission hearings.
• ADN TourismecoreStrategic or Co-development PartnerFederation of tourism professionals listed in the Atout France member directory; co-construction partner on collective French tourism ecosystem actions.
• Les Plus Beaux Villages de FrancecoreStrategic or Co-development PartnerAdhérent member of Atout France; member of the Pôle Campagnes; laureate of the AMI Destinations Digitales 2023 call for projects; benefits from international office support for promotion of rural communes.

Scale indicators15 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Turespaña: Spain's national tourism organization under the Ministry of Industry, Trade and Tourism. Direct counterpart to Atout France for the #2 most-visited country, with parallel mandates in international promotion, market intelligence, and partnership-based governance — and a directly competing source-market footprint.
• ENIT (Agenzia Nazionale del Turismo): Italy's national tourism agency, responsible for promoting Italy internationally through a network of foreign offices, B2B trade events, and data-driven campaigns. Directly comparable in mandate, structure and competitive positioning versus Atout France.
• VisitBritain: Britain's national tourism agency, funded by UK government and DCMS, operating international offices, consumer campaigns (GREAT Britain campaign) and B2B programs. Closely comparable as a state-backed, government-funded destination promotion agency.
• Deutsche Zentrale für Tourismus (DZT / GNTB): Germany's national tourism board, promoting Germany as a travel destination internationally via foreign offices, themed campaigns (e.g., 'Germany Simply Inspiring') and partner programs. Highly comparable governance and operating model.
• Tourism Australia: Australian government tourism agency operating globally through international offices and the 'There's Nothing Like Australia' campaign. Comparable as a large, government-affiliated NTO with strong consumer brand and member-based partner ecosystem.
• Brand USA: USA's destination marketing organization under the Travel Promotion Act, running the 'United States of America' brand campaign globally. Comparable public-private partnership structure, international market development mandate, and member-driven funding model.
• JNTO (Japan National Tourism Organization): Japan's national tourism organization under the Japan Tourism Agency, managing international promotion, market intelligence, and post-COVID tourism recovery. Directly comparable in mandate and structure.
• Switzerland Tourism: Swiss national tourism board under the Federal Department of Economic Affairs, operating through international offices and strong data/research capabilities (Tourism Monitor). Closely comparable as a smaller, highly-efficient, data-driven NTO.

Broad incumbents

• Tourism Ireland: All-island tourism marketing body jointly funded by the Irish government and Northern Ireland Executive, with global office network. Comparable public-tourism-board model and international marketing remit.

Regional players

• Visit Flanders: Regional tourism organization for Flanders (Belgium), operating under Flemish government oversight with international promotion remit. Comparable as a government-backed, partner-funded tourism marketing organization — though regional rather than national in scope.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/atout_france
• YouTubeyoutube.com/user/atoutfrance
• Facebookfacebook.com/ES.ExploreFrance
• LinkedInfr.linkedin.com/company/atout-france

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles23 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Atout France