Atout France CEO Adam Oubihi has announced that Bordeaux will host the 2027 edition of Rendez-vous en France, as the organisation sharpens its focus on sustainable growth, diversification, and premium tourism experiences for the coming year.
The announcement was made today during the final day of the ongoing 2026 edition of the flagship B2B travel trade show in Nice, which marks the event’s 20th anniversary.
Bordeaux to Spotlight Regional Tourism in 2027
Highlighting the choice of Bordeaux, Oubihi noted that the city represents France’s broader strategy to promote regional destinations beyond traditional tourism hubs like Paris and the Riviera.
Known globally for its wine heritage, gastronomy, and cultural offerings, Bordeaux aligns with France’s ambition to deliver high-value, experience-driven tourism while dispersing visitor traffic more evenly across regions.
Vision 2026: Sustainability, Premiumisation and Market Diversification
Outlining his vision for 2026, Oubihi emphasised the need for France to evolve in response to changing traveller expectations and global challenges.
“Maintaining our leadership as the world’s top destination requires continuous adaptation,” he indicated, stressing the importance of:
1. Enhancing sustainable tourism practices
2. Strengthening high-quality and inclusive travel experiences
3. Expanding into new and emerging international markets
France has set a clear goal to become the leading destination for sustainable tourism by 2030, integrating environmental and social responsibility into its tourism offerings.
Leveraging Post-Olympics Momentum
Oubihi also highlighted the opportunity to capitalise on the global visibility generated by the Paris 2024 Olympic and Paralympic Games, which showcased the country’s organisational capabilities and lifestyle appeal.
The focus now is on converting that momentum into long-term tourism growth through targeted marketing and stronger trade partnerships.
Adapting to Global Uncertainty
Acknowledging geopolitical challenges impacting travel flows, Oubihi stressed the need for agility and collaboration across the tourism ecosystem. He noted that diversifying source markets and strengthening resilience will be critical in navigating uncertainties.
Strengthening Trade Engagement
As Rendez-vous en France continues to serve as a key platform for global tourism stakeholders, Atout France aims to deepen engagement with international buyers, tour operators, and travel advisors.
The CEO reiterated the importance of human interaction and relationship-building, even as digital transformation and artificial intelligence reshape the travel distribution landscape.
Outlook
With Bordeaux set to take centre stage in 2027 and a strong roadmap for 2026, Atout France is positioning France to maintain its leadership in global tourism while embracing sustainability, innovation, and evolving traveller expectations.