Tomorrow's Tourism: Transformation or Collapse?

Standing in the boardroom of Atout France in 2024, CEO Caroline Leboucher faces a wall of screens displaying real-time tourism data: Chinese visitor numbers declining, climate protests disrupting ski resorts, AI chatbots handling 60% of tourist inquiries, carbon taxes reshaping travel patterns. The numbers tell a story of an industry at an inflection point. "We can't manage the future with yesterday's tools," she reflects. "French tourism must reinvent itself completely—or risk becoming irrelevant in a world that's changed everything about how and why people travel."