France | Champion in arrivals, trailing in tourism receipts

• Despite leading in arrivals, France lags behind the US, Spain, and Japan in tourism receipts — Reflection and calls for strategic investment

France has once again confirmed its position as the world’s leading tourist destination, attracting an impressive record of 100 million international tourists in 2024, according to official government figures. However, behind the impressive number of visitors, a worrying picture hides: the country lags significantly in tourism receipts, ranking only fourth in the world, behind the United States, Spain, and Japan.

Despite the large volume of tourists, France does not seem to reap the corresponding economic benefits, with many visitors staying fewer days and spending significantly less compared to other countries.

Tourism spending

International tourists visiting France spend an average of around €650 per day, while in Spain the equivalent amount is almost €1,000. In 2024, France recorded tourism revenues of €71 billion, while Spain collected €126 billion. This difference highlights a key problem: many tourists, especially in the capital Paris, see France as a short stopover in a wider European trip, preferring to stay longer in cities such as London, Barcelona or Rome, which offer more affordable accommodation.

France’s central geographical location in Europe makes it an ideal hub for tourists, especially from the Americas and Asia. However, these visitors often head to cheaper destinations such as Spain, resulting in France losing significant revenues and the opportunity for stronger tourism growth.

Economic stakes and job creation

Tourism is a key pillar of the French economy, employing around 2 million people and contributing between 5% and 8% of the country’s GDP. It is estimated that for every €100,000 in tourism revenue, one job is created. If visitors to France spent at the same level as Spain, the country could generate an additional €28 billion in VAT and taxes, leading to the creation of around 280,000 new jobs.

The fact that this momentum is being held back highlights the need for immediate action to boost the country’s tourism performance and fully exploit its existing potential.

Infrastructure, security, and hospitality: Key areas for improvement

Addressing this imbalance requires targeted improvements in key areas. France’s hotel capacity, which numbers around 2 million beds in hotels and campsites, has remained stagnant since 2004. Although short-term rentals through platforms such as Airbnb, Booking, and Homelidays have added around 1 million beds, a large part of them remain unregulated and do not meet the demands of the modern traveler.

Upgrading high-quality accommodation is considered essential to increase the length of stay and spending of tourists. At the same time, improving safety and hospitality in public spaces, means of transport, stations, and airports is a crucial factor, as unpleasant experiences often deter visitors from extending their stay.

Time for strategic investments

The French tourism industry is at a crossroads. World-famous landmarks, from the Eiffel Tower to the French Riviera, continue to attract millions of tourists, but France risks losing its edge if strategic measures are not taken in time.

Investing in modern accommodation, improving accessibility and safety, and promoting France as a long-term holiday destination are steps that could close the revenue gap. With summer 2025 approaching, it is imperative that both the government and tourism operators mobilize to ensure that France does not just rely on arrivals but also benefits from its tourism potential.