Despite river cruises in France already being popular with many holidaymakers, Atout France has now vowed to make the country the foremost holiday destination for Brits.
As part of this plan, Atout is going to launch a £2 million marketing campaign that will feature the strap line “What’s your Tour de France?” The campaign is set to launch at the end of March 2014 and will be seen across print publications, online and outdoors.
The news comes as it was recently revealed that France has been losing some of its market share of UK tourists over the last five years, as travellers feel that holidays to other European countries will be cheaper due to the economic crisis the countries have been going through.
Agnes Angrand, Atout France’s UK and Ireland deputy director, told Marketing Week, “We want to put France back on the tourism map and reignite the old love affair between the UK and France. It’s very important to play on that emotional connection, nostalgia and childhood holidays.”
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