Between September 25 and October 2, as the Pope visited France and the national football team prepared for a match, the Stade de France became a backdrop for a different kind of activity. Inside a softly carpeted room overlooking the stands, the Alliance France Tourisme, representing major French companies in tourism and events, unveiled its plans to influence the upcoming presidential election. The location was chosen not just for its symbolism but for its reflection of how France uses event management—whether in sports or culture—to promote tourism. The tourism industry, increasingly driven by private companies, is striving to maintain France's position as the world's top tourist destination. Olivier Ginon, CEO of GL Events Group, emphasized the need to "go out and find customers," noting that in the past year, the Stade de France welcomed a million more visitors than before, bringing strong economic returns to local regions. This was a clear critique of the previous management. Ginon argued that strong ambitions could drive a country that is "somewhat at a standstill," and that everyone hopes for a strong recovery after the election. The management of the Stade de France was restructured in August 2025, and the focus has been on expanding large-scale concerts and events. Alliance France Tourisme outlined three key measures to increase international tourism revenue. Extending the average stay by half a night would generate an additional 5.8 billion euros in revenue. Improving the overall visitor experience could boost spending by 15% in five years, adding 12.7 billion euros. Lastly, de-seasonalizing tourism—by promoting mountain areas in summer and cities outside peak season—could increase overnight stays by 5%, adding 4 billion euros. These strategies aim to increase international spending from 77.5 billion euros in 2025 to 100 billion euros by 2030 without overcrowding popular spots. Looking ahead, Alliance France Tourisme proposed a long-term vision spanning 20 years, with a national strategy that would withstand political changes and be reviewed every five years. It also called for a permanent steering mechanism involving the government, regions, and private companies. The organization emphasized the need for improved hospitality standards, simplified procedures for investments, and secure funding for apprenticeships. It also wants better structuring of excellence sectors, positioning events and business tourism as a strategic axis. With the 2027 presidential election approaching, Alliance France Tourisme now needs to share its vision with the various candidates.