The Cap2035 plan presented by the CPME aims to reposition French tourism in the face of increasingly fierce international competition. According to the trade press, this roadmap seeks to structure a long-term vision for the sector, with potentially concrete impacts for tourism professionals.
Summary
Cap2035: a clear diagnosis of the weaknesses of French tourism
Presented on March 26, 2026, Cap2035 is based on an observation shared by many stakeholders: tourism represents approximately 8% of French GDP and nearly 2 million direct jobs, but it still faces structural weaknesses.
International competition is intensifying, particularly with European destinations like Spain and Italy, but also with long-haul markets. According to the trade press, this pressure is now forcing France to rethink its tourism strategy for the next 10 years.
I find it interesting that the diagnosis comes directly from economic actors. Several obstacles are clearly identified, notably tax pressure and limited margins, which hinder investment.
The message is simple: tourism is a major economic driver, but still under-exploited.
The 5 pillars of Cap2035 analyzed from a field perspective
The plan is structured around five key areas. What I'm looking at here is their real impact on professionals.
Tourism governance needs to evolve to better integrate economic stakeholders. On paper, this is a key lever, but everything will depend on the actual level of consultation.
The ecological transition is presented as compatible with growth, which reflects a desire to avoid a restrictive approach.
Digital transformation remains a central issue, with significant disparities still existing between territories and stakeholders.
Taxation appears to be a critical issue. Reduction of certain taxes is being discussed, but without detailed measures at this stage.
Finally, the attractiveness of tourism jobs is identified as a major issue, in a context of recruitment tensions.
Cap2035 facing the realities on the ground
What I see is a plan that ticks the right boxes, but whose impact will depend entirely on its execution.
In terms of competitiveness, France must adapt quickly to a more competitive environment. Regarding investment, current profit margins limit companies' ability to grow.
The issue of territories is also key. Some areas remain under-exploited in terms of tourism, which represents significant development potential.
Finally, the issue of employment remains central. Without improvements in working conditions and pay, the talent shortage is likely to persist.
A strategic challenge: rebalancing tourist flows
One of the most crucial issues concerns the development of less touristy areas. According to industry stakeholders, some regions remain largely under-exploited.
I see a concrete lever here: redistributing flows, creating new destinations, and generating local value. But this requires coordinated investments between transport, infrastructure, and promotion.
Key takeaways for tourism professionals
Tourism remains a major but underutilized economic pillar. Competitiveness is becoming an urgent issue in the face of international competition. Taxation is identified as a key obstacle to investment. Under-tourism areas represent significant development potential. Digital and ecological transformation is essential. And above all, the plan's impact will depend entirely on its concrete implementation.
Why Cap2035 could become a real business topic
Let me be clear: the sector has seen strategic plans before. But Cap2035 arrives in a particular context, with strong competitive pressure and very concrete expectations from professionals.
If certain measures materialize, particularly regarding taxation or investment, the impact could be direct for industry players. Otherwise, the plan will remain merely an intention.
For professionals, the challenge is simple: to follow these developments closely and position themselves quickly if opportunities emerge.
Updates
March 26, 2026: Official presentation of the Cap2035 plan by the CPME.
In short
- The CPME launches the Cap2035 plan to reposition French tourism by 2035.
- Tourism represents approximately 8% of GDP and 2 million jobs, but remains under-exploited.
- International competition is intensifying, pushing for a long-term strategy.
- The plan is based on five pillars: governance, ecological transition, digital technology, taxation and employment.
- Taxation and profit margins are identified as major obstacles to investment.
- Under-tourism areas represent significant development potential.
- The real impact will depend on the concrete implementation of the announced measures.
Sources
The CPME unveils its "Cap2035" plan for tourism in France
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