Burgundy Franche-Comté. Tourism: Increase in foreign visitors

"I've just come from a meeting with Unat [National Union of Tourism Associations: Editor's note], which deals with green classes, summer camps, etc., and I was happily surprised by the very positive assessment they have of their attendance," says Patrick Ayache, vice-president of the region and president of Bourgogne Franche-Comté Tourisme (€6.5 million budget, 45 employees). This sets the tone for the 2024 tourism report (read elsewhere) and its outlook for 2025.

The three main areas of attraction highlighted remain Burgundy, the Jura Mountains and the southern Vosges, and BFC Tourisme is continuing to develop its communication, which is now essentially digital.

"I no longer believe in campaigns in train stations or the Paris metro," confides Patrick Ayache. "They're very expensive, and people don't really pay attention to them. Whereas with our digital tools, we're targeting much more...

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