In 2023, France officially retained its title as the most visited country in the world and, by extension, the most visited country in Europe. The country welcomed approximately 100 million international tourists, surpassing its pre-pandemic records. This enduring popularity is driven by the sheer variety of its attractions: the cultural and romantic allure of Paris, the world-class ski resorts in the French Alps, the glamorous beaches of the Côte d'Azur, and the historic vineyards of Bordeaux and Champagne. France's geographical position in the heart of Western Europe also makes it a primary transit hub for travelers heading to Spain, Italy, or the UK. Following closely behind France in 2023 were Spain and Italy, which also saw massive surges in post-pandemic "revenge travel." The success of France's tourism industry is also attributed to its robust infrastructure and its aggressive marketing of "Art de Vivre" (the art of living). With the 2024 Olympics on the horizon at that time, the country invested heavily in renovations and sustainable tourism initiatives that ensured its top spot remained unchallenged through the end of the year and into 2026.