Culture reinvents itself to attract new customers

11 min reading time

Published on 04/08/23 - Updated on 04/08/23

Culture

As France's international ambassador, culture is one of the pillars of the country's tourist industry, with no fewer than 44,000 protected monuments and sites and 8,000 museums. In 2018, this cultural wealth attracted more than 43.7 million foreign tourists, generating revenue of around €53.7 billion. However, the health crisis has had an impact on tourism in the meantime, causing a drastic fall in visitor numbers to cultural sites in France and around the world. This represents a significant loss of income for the cultural tourism industry, which is not hesitating to renew and modernise its offerings to meet the new expectations of visitors while at the same time boosting its performance.

Culture is as attractive as ever Cultural tourism accounts for almost 40% of all tourist activity in Europe, and the UNWTO hopes to see this proportion increase further in the years to come. Moreover, cultural tourists spend 38% more per day and stay 22% longer than other tourists. The four European...

Organisation Mondiale du Tourisme

Organisation Mondiale du Tourisme

Promotion / Construction

  • Organisation Mondiale du Tourisme Europe
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