The French government has unveiled a financial package aimed at restarting tourism in the Landes-Gironde region following the destructive wildfires that ravaged the area this summer. Serge Papin, the Minister Delegate for Tourism, announced the measures during a visit to Nouvelle-Aquitaine, where he met with local professionals and officials. The announcement comes as authorities attempt to restore confidence in the region’s attractiveness to visitors after a period of intense media coverage focused on the fires.
The centerpiece of the support plan is a guarantee fund designed to unlock financing for the private sector. The government expects this mechanism to mobilize up to 30 million euros in loans. This capital is intended to support economic actors directly impacted by the fires, providing them with the liquidity needed to recover operations. Officials stated that this financial instrument aims to bridge the gap for businesses that might otherwise struggle to secure traditional bank lending during such a crisis.
A specific communication plan has also been established to market the region. Titled « Destination Landes-Gironde », this initiative carries a budget of 2 million euros. This campaign must contribute to the return of French and international clientele and support tourist traffic in the two departments. Support is also directed toward the metropolitan Bordeaux area, where businesses have also suffered from the tourism downturn linked to the fires. The measures represent a coordinated effort between state actors and regional organizations to ensure a full recovery strategy.
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Restoring confidence abroad
Efforts to reassure international travelers began almost immediately after the flames were contained. Atout France, the national tourism development agency, activated its international network to disseminate accurate information. The agency worked closely with embassies and local partners to ensure that potential visitors received a reliable picture of the situation. This proactive communication was designed to prevent the fires from creating a distorted perception of the entire destination.
Adam Oubuih, the Director General of Atout France, highlighted the collective resilience of the region. He noted that the situation required an exceptional mobilization from regional bodies and local stakeholders. The agency is now stepping in to amplify these efforts by leading the international dimension of the « Destination Landes-Gironde » campaign. This collaboration between the state and regional tourism organizations aims to demonstrate that the region remains open and welcoming despite the recent challenges.