Announcement of New Managing Director

French tourism development agency Atout France officially welcomed Adam Obouih as the new managing director on September 4th, 2025. Appointed by Nathalie Delattre, the French minister-delegate for tourism, Obouih was the preferred candidate selected by Atout France’s board of directors.

His appointment reflects ongoing efforts to bolster the agency’s operational capacity and enhance France’s competitiveness as a premier travel destination.

Obouih’s Statement:

“It is with great pride that I take over as managing director of Atout France. In a sector characterised by profound transformations, we must collectively take on a dual challenge: maintaining the competitiveness and attractiveness of France as a destination, and making it the international standard for sustainable tourism by 2030. With all the teams and our partners, I will put all my energy into pursuing this ambition, while enabling Atout France to evolve to become a more efficient agency that is fully capable of sustainably supporting tourism stakeholders in their initiatives.”

About Adam Obouih: With extensive experience in both public and private sectors, Obouih has previously held significant leadership roles in France and internationally. He has successfully overseen investment and transformation strategies for major organizations, including Caisse des Dépôts and BNP Paribas, all while focusing on regional growth, innovation, and ecological transitions. His education includes studies at ENA and ESSEC, strengthening his strategic outlook on tourism development.