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.