Atout France is eager to ensure its massive investments in hosting the Olympic Games pays long-term dividends, especially in terms of attracting more tourists to Paris and beyond.
Australia’s 18 gold, 19 silver and 16 bronze medals from the recent Games were won in a variety of regions across France, which the tourism body said provides an amazing platform to foster France’s leisure appeal among Aussie travellers.
“The momentum from the Olympic Games allows us to reaffirm the unique values and strengths of France: a destination where art de vivre, culture, and innovation meet,” said Atout France Asia-Pacific Director, Dominique Maulin-Diabira.
“We will emphasise our rich heritage, the diversity of our landscapes, and our commitment to sustainable tourism.
According to the Paris 2024 Legacy Report, Atout France is projecting a 10-15% annual boost to visitor numbers over the next decade, backed by enhanced visibility and new infrastructure.
This will be most evident in the next year, with the four billion viewers of the Games anticipated to generate a 25% spike in int’l bookings to Paris and beyond.
Atout France is also aiming to increase visitor dispersal to wider parts of the country, building on several unique stories.
For example, Matt Wearn’s gold medal in the dinghy sailing class showcased Marseille as an idyllic part of the French Riviera.
Australian slalom canoeist gold medallists and sisters, Jessica and Noemie Fox, were both born in Marseille and speak French.
“Australia’s outstanding performances – particularly in sailing in Marseille and Jessica Fox’s remarkable achievements at these Games – have spotlighted the richness and diversity on offer in the French regions,” Maulin-Diabira added.
“Marseille, with its stunning coastline and Mediterranean heritage, has captured the public’s imagination, and we believe this will inspire many Australians to explore not only Marseille, but also other iconic regions like Provence, the French Riviera, and beyond.”
Atout France expects up to 30% of travellers who visited during the Olympic Games will explore regions beyond Paris, adding around an extra 600,000 visitors to regional tallies this year.
The Paris 2024 Organising Committee is also planning to invest €1.5 billion (A$2.49 billion) in public transport enhancements and new urban projects.
