Destination France 2020 Terroirs - Press Kit

Press kit

Terroir. A word that summons images of an idyllic countryside, promising delectable moments and making our mouths water. What could be a better a theme to inspire tourism professionals for this 2020 edition of Destination France! Taking a longer trip, travelling slower, eating local, and leaving a positive impact… all of these elements align with what consumers - who have ever higher expectations are more conscious of climate change - want.

France’s rich, culture-infused landscapes, its unique rural and natural features, its local knowhow, and its globally-recognised products make it a land of abundance that never ceases to inspire. Yet we saw that the nearly 90 million tourists France welcomed in 2019 tended to choose similar destinations; for the vast majority, 80% of the French territory remains unexplored. Inviting the people of Quebec and Canada to come visit the terroirs of France also means offering them new experiences, exceptional encounters, and innovative sustainability-oriented destinations.

In this press kit you’ll find a whole host of ideas for enjoying the delights of friendly destinations, exceptional locations, cozy accommodations, local tour organizers, and tour operators that love France. Whether by bicycle, on foot, with your family, or among friends, nothing beats those moments of pure delight you can find around every turn: a personal encounter with a vintner; a picnic at the foot of a legendary castle; the colours of the Antilles’ markets; a cocktail with your host, overlooking a panoramic view that leaves you breathless. Each one will be proud to talk with you about their terroir, their way of cultivating, raising, and cooking these local products, the mark of their area’s identity. Since the first law on Appellations d’Origine (AOC) was adopted in 1919, France now includes over 450 appellations and nearly 110,000 producers in three categories: wine, dairy, and other food products. Many sites welcome visitors as well, under the labels Accueil Paysan, Bienvenue à la ferme, Vignobles et découvertes, Entreprise, and Découverte.

On the back roads, travellers will be amazed by the Plus Beaux Villages de France, the Petites Cités de Caractère, and the Villes et Pays d’art et d’histoire and they can stop in one of 628 Michelin-starred restaurants. Terroir and gastronomy pair exceptionally well with the 10th anniversary of UNESCO’s recognition of the French gastronomic meal, which will be celebrated at the upcoming edition of Good France in October 2020, and the progressive inauguration of the Vallée de la gastronomie from Dijon to Marseille.

Happy reading!

The Press Kit Terroirs should be download by clicking on documents (below).


Marie-Andrée Boucher
Atout France Canada
1800, av McGill College, office 2910
Montréal, QC H3A 3J6
(514) 288-2026, poste 241