The reform of France's national tourism marks
Since 1 May 2024, new labels have appeared in the tourism sector. These are the « Destination d’excellence » and « Tourisme et handicap » labels. Both are managed by Atout France.
What exactly is the Destination d'Excellence label?
What makes a destination merely pleasant rather than truly extraordinary? The "Destination d'Excellence" label sets out to answer that question by shining a light on places that do not simply delight visitors, but genuinely dazzle them. Because the label carries real prestige, it is not always easy to obtain.
Criteria and impact
The criteria are strict and precise: accessibility, sustainability, quality of service and community engagement. Your property will need to meet every one of them to stand a chance of being awarded the label.
The Tourisme et Handicap label: inclusion at the heart of travel
France is making sure that tourism is accessible to everyone, including people with specific needs. The "Tourisme et Handicap" label is not just a nice gesture, it is a necessity: it allows people with disabilities to know whether the place they want to visit offers proper accessibility.
Progress and prospects
Since it was introduced, this label has prompted many establishments to adapt their facilities. Ramps, talking lifts, menus in braille and more. The aim, of course, is that in the future every tourism business will have the facilities needed to earn the label.
How do you obtain these labels?
There are several routes to obtaining these new labels.
- You can complete the application file for the « destination d’excellence » label. You can even self-assess your property to find out whether it meets the requirements for the label. All the information is also available on the Atout France website.
- You can still apply for the « Qualité Tourisme » label, the predecessor of « destination d’excellence », or renew it. The procedure remains unchanged and takes place onhttps://marques-tourisme.entreprises.gouv.fr/.
Ultimately, this reform brings greater clarity, precision and prestige to the various French labels, with the aim of turning them into official state labels. The process is still under way, and further improvements and clarifications will almost certainly be added to this major reform. Have a look at our article on the Destination d’Excellence label for the full details.
Before going any further, this table sums up what each label actually covers.
| Label | Since | Managed by | What it checks |
|---|---|---|---|
| Destination d’Excellence | 1 May 2024 | Atout France | Accessibility, sustainability, service quality, community involvement |
| Tourisme et Handicap | 1 May 2024 | Atout France | Real accessibility for people with disabilities |
| Qualité Tourisme (predecessor) | Still valid | marques-tourisme.entreprises.gouv.fr website | Unchanged process, application or renewal possible |
Frequently asked questions
Since when have these new labels been in place? Since 1 May 2024. They are managed by Atout France, like the other national tourism marks. The reform that created them is still under way.
What criteria do you need to meet to obtain "Destination d'excellence"? Four families of criteria: accessibility, sustainability, service quality and community involvement. They are strict and precise, and you have to meet all of them, not just some. That is what makes this label hard to secure.
How do I know whether my property is eligible before applying? The "Destination d'excellence" application includes a self-assessment step, so you can gauge where you stand before committing. Full details are published on the Atout France website.
Does the Qualité Tourisme label still exist? Yes. It is the predecessor of "Destination d'excellence" and you can still apply for it or renew it. The procedure has not changed and runs through marques-tourisme.entreprises.gouv.fr.
What is the Tourisme et handicap label actually for? It tells a traveller with a disability whether the place they are considering is genuinely accessible, before they book. Since it was introduced, it has pushed many establishments to adapt their facilities: ramps, talking lifts, braille menus. The stated aim is for every tourism business to end up equipped that way.
Can these labels still change? Yes, the reform is still in progress. The stated goal is to turn them into State labels, and further clarifications are very likely to follow. So check the criteria in force on the day you apply, not the ones you read last year.
