Atout France, the tourism development agency of France, has this month welcomed Adam Oubuih as its new CEO/Managing Director.

Oubuih succeeds Caroline Leboucher, who stepped down from the position in June 2024 at the end of her first term. Since then, the structure has operated under interim director, Rose-Marie Abel.

With a background spanning the public and private sectors, Oubuih has held leadership positions in complex environments, both in France and internationally. He has led investment and transformation strategies for major institutions such as Caisse des Dépôts and BNP Paribas, and managed economic entities dedicated to services. His work has always focused on regional competitiveness, innovation, and the ecological and digital transitions.

Appointed to the role by Nathalie Delattre, France’s Minister Delegate for Tourism, the move is part of a desire to strengthen the action of Atout France in the service of the competitiveness and attractiveness of France as a destination.

Taking the role on 4 September 2025, Oubuih said: “In a context marked by profound transformations, we must collectively take on a dual challenge: maintaining the competitiveness and attractiveness of France as a destination and making it the international benchmark in sustainable tourism by 2030.

“With all the teams and our partners, I will put all my energy into pursuing this ambition, while initiating the evolution of Atout France to build an ever more efficient operator, fully capable of sustainably supporting tourism stakeholders in the development of their activity.”

Regionally, Dubai-based Dominique Maulin oversees the Orient, Asia and Pacific region for Atout France.