Paris says au revoir to its last tourist office

Celina Ali

Islamabad: Paris is closing its last remaining brick and mortar tourist office in favour of TikTok and Instagram for local advice.

This week, the city closed the doors of its last visitor reception centre near the Eiffel Tower on Quai Jacques-Chirac, where visitors could previously seek travel guidance and book shows from consultants.

The move has drawn criticism for prioritising a digital tourism strategy over face-to-face advice.

Citing declining foot traffic and emerging tourism trends, Corinne Menegaux, the tourist office’s general director, defended the decision as a response to changing consumer habits.

“Visitor behaviour has changed, particularly in favour of digital technology,” Ms Menegaux told Le Parisien, a French newspaper.

“Tourists, especially the younger generations, want information immediately, now, wherever they are… The single-point model is no longer the most effective.”

Instead of heading towards physical tourist offices for information, consumers are increasingly relying on social media for help on what to see and where to eat.

In 2024, the tourist office saw 150,000 visitors pass through its doors. That compares to 574,000 visitors in 2015, when the city had five tourist reception points.

But Stéphane Villain, president of the National Federation of Institutional Tourism Organisations, called the decision to close the last physical tourist office in the French capital short-sighted.

“The human element is central to travel,” he told the newspaper Le Monde. “Digital technology is no substitute for meeting someone who can advise you, reassure you and answer your questions.”

Leaders in the travel industry also pointed out that the digital-centric strategy will shut out the elderly and those who lack digital literacy.

In lieu of a physical office, the city will implement a digital concierge service by phone and email, and a WhatsApp instant messaging service for personalised advice. Staff at around 30 newspaper kiosks around the city will also become trained as “tourist ambassadors”.

“Our approach does not aim to eliminate physical reception but to reorganise it,” Ms Menegaux said.

The closure and reorganisation of the tourism board opens a new year in which Paris is expected to reap the benefits of the city’s international exposure during the 2024 Olympic and Paralympic Games.

During the Christmas holiday period between Dec 20 and Jan 5, the city saw a 29 per cent spike in air travel arrivals and a 34 per cent increase in long stays of between six to eight days compared to the same period last year.

January is also projected to see a 20 per cent increase in international visitors, compared to the year before. Paris attracts on average 30 million visitors a year.