Did you know that the very first tourist office in France is celebrating its 150th anniversary in 2025, far from the Eiffel Tower or the beaches of the Côte d’Azur? It is by a peaceful Vosges lake, surrounded by upscale villas and lush landscapes, that this pioneering institution was born, ready to welcome the elegant travelers of yesteryear in search of fresh air and beautiful walks. A charming story, proving that tourism innovation can flourish in the least expected places!
The very first tourist office in France, away from the Parisian spotlight and the sunny beaches of the Côte d’Azur, is this year celebrating its 150th anniversary in Gérardmer, in the heart of the Vosges. Founded in 1875, this pioneering structure has not only witnessed notable Parisians come to enjoy the charms of the lake and the pure air, but it also launched a tradition that continues across France. On this occasion, let’s reflect on the history, evolution, and essential mission of tourist offices at a time when international, but also digital, competition is fierce.
The first breath of tourism, between lake and luxury villas
This is a story that begins with a breath of Vosges air, a thousand leagues away from the tumult of the capital. On July 23, 1875, while Paris buzzes to the rhythm of the Belle Époque, Gérardmer inaugurates its “Committee of Walks”. The idea? To welcome and inform the notable visitors vacationing and to promote the new assets of the city: luxury villas, elegant hotels, shaded walks, and the newly developed shores of the lake. Thanks to the arrival of the direct Paris-Gérardmer train in 1878 and later the establishment of a winter sports resort, the destination quickly attracts city dwellers in search of freshness and relaxation.
When Gérardmer becomes a pioneer
At a time when the word “tourism” made rational minds smile, Gérardmer was already inventing the art of welcoming and informing visitors. Long before Paris, Nice or Biarritz, the Vosges town catches the eye and becomes the model to follow. This first tourist office, cleverly named the “Committee of Walks,” quickly achieves great success and inspires a whole country that until then imagined that only large metropolises or the coast could inspire dreams.
The rise of the French model
By the end of the 19th century, Gérardmer’s success led to emulation: initiative syndicates, associations, Touring Club de France… all of France organized to showcase local products, villages, and sometimes lesser-known monuments to an increasingly curious clientele. Gradually, the State got involved and created benchmark institutions such as the National Office of Tourism in 1910, the General Commission for Tourism in 1935, and later the Maison de la France in 1987, always with the aim of harmonizing the promotion of destinations in France.
The spirit of innovation, born where one least expects it
While large cities bow before the ingenuity of the Vosges, Gérardmer inspires a generation of local promoters, convinced that even the most remote corners could be reinvented to attract visitors! Even today, France continues to surprise with the diversity and vitality of its tourist offices. Whether you are looking for a haven of peace in a Jura village or a bleisure experience between work and leisure, the network continues to reinvent itself.
Modernity facing the challenges of tomorrow
Today, tourist offices are overseen by local authorities: municipalities, intercommunalities, departments, and regions. Since 2010, they have been united nationally through ADN Tourisme. However, the sector never rests on its laurels. With the rise of social networks, competition from digital guides, and the era of artificial intelligence, it has had to adapt to continue attracting and guiding travelers, whether they flee or favor certain destinations.
In the face of recent challenges of modern tourism, such as the drop in water levels in tourist areas, the pressure on certain port and coastal cities or the rediscovery of small confidential destinations, tourist offices are more than ever key players in preserving the balance between visitors, residents, and the environment.
Gérardmer, 150 years later, between history and renewal
In 2025, Gérardmer will blow out its 150 candles… and certainly does not intend to tire! Far from Paris, far from the Mediterranean, the little gem of the Vosges recalls that the strength and longevity of French tourism lie first and foremost in its ability to surprise, adapt, and unite. With this tradition inherited from a simple “Committee of Walks,” France continues to proudly uphold the colors of a warm and exploratory tourism, well beyond the beaten paths.
