The increasing involvement of tourist offices in direct sales is challenging the fragile balance of the inbound tourism sector in France. The association GREAT France is alerting public authorities to these business practices, which threaten local service providers.
A public mission is needed, not a competitive business
Tourist offices, created to welcome, inform, and promote their region, are governed by the Tourism Code: their commercial activities must remain neutral, focused on the local area, and guided by the public interest. However, the reduction in subsidies is pushing some to overstep their bounds: promoting offers to the detriment of those from private operators, engaging in activities outside their legal zone, and offering preferential rates due to their public status. These abuses weaken private operators.
Local tourism operators, weakened by the situation
Local agencies, guides, and activity organizers: these service providers create jobs, innovation, and added value. Mostly very small or small-to-medium-sized enterprises (SMEs), they face what they consider unfair competition from tourist offices that benefit from public funding, tax exemptions, and institutional visibility. GREAT France denounces this distortion of competition, which threatens a vital network of service providers on the ground.
From the political arena to the legal framework
On July 29, 2025, GREAT France sent the Minister of Tourism a report documenting around ten problematic cases. The association is calling for clarification of the law and consultation with ADN Tourisme. The objective is to rebalance the market and preserve the diversity and creativity of the sector in the face of budgetary constraints.
What does this mean for you?
Tourist offices could be subject to legislative reforms that refocus their missions, thereby opening up more space for private actors.
Inbound tourism operators can strengthen their legitimacy with elected officials by advocating for a clear and equitable separation between public missions and commercial activities.
Fair regulation would help preserve a diverse and innovative tourism offering, essential to the attractiveness of regions.
For tour operators and destination management companies: anticipate these changes, enhance your key role and prepare promising institutional alliances.
Things to keep in mind
GREAT France is raising the alarm about the commercial practices of some tourist offices towards tour operators.
Tourist offices must respect neutrality, territorial boundaries, and the public interest.
The sector is calling for clear regulation to guarantee fairness and economic sustainability.
Updates
Last updated: September 2025
Sources
https://www.mistertravel.new/2025/09/04/unfair-competition-tourism-offices-vs-receptors
