Atout France is highlighting France’s regions and overseas territories as it promotes the message that “France is not only Paris.”

At a media event in Sydney this morning, timed to coincide with the start of Luxperience 2025, tourism representatives highlighted France’s breadth of offering, as part of a broader strategy to diversify visitor experiences and distribute tourism more sustainably.

“Tourism in France is also many destinations in mainland France, many landscapes, and also the overseas territories, including New Caledonia and French Polynesia,” said Sydney-based French Consul General Gilles Barrier.

This renewed focus on underexplored regions is part of a multi-pronged approach to showcase France as a year-round, sustainable, and inclusive destination. Barrier confirmed that France is aiming to be the world’s most sustainable destination by 2030.

“There are many, many reasons to come to France for tourism,” he added. “And it’s not just Paris.”

Dominique Maulin, Atout France Regional Director Asia-Pacific, reinforced this approach, explaining how high-speed trains are being used to encourage regional travel. “With more than 3,000 kilometres of high-speed train in France, it’s very important for us to promote that,” she said.

By promoting the strength of France’s rail network, Atout France hopes to support regional experiences like agrotourism, cycling tourism and events.

To help travellers plan beyond Paris, Atout France has launched a new AI-powered itinerary planner named MarIAnne, an ever-evolving offer that will guide travellers toward less crowded, authentic destinations.

Meanwhile, Maulin shared that burgeoning demand from Australian travellers is already translating into record-breaking visitation. This northern hemisphere summer saw a 30% increase in the number of Australians that visited the destination.

The spike builds on a strong 2024 in which France hosted the Olympic Games, showcasing the destination to the world. Improved air access has also played a key role in boosting numbers, she continued, particularly highlighting Qantas’ recently launched Perth-Paris direct service.

“We have many, many connections,” Maulin said. “All these connections give so many options.”