Netflix and Atout France join forces for “We will never stop imagining France” campaign

In 2024 Netflix teamed up with French tourism development agency Atout France to launch "We're not done imagining France," a creative digital campaign showcasing how Netflix's French films and series spark the imagination about French culture and heritage. The campaign also unveiled a unique collection of tourist guides to discover France in a new light, following in the footsteps of Netflix protagonists.

A study commissioned by Netflix and carried out by Basis among American, Japanese and German viewers of Netfix series and films in France demonstrated an increased awareness and appreciation of the culture and locations featured in the stories they see on screen. The study found that :
viewers who watched French programs on Netflix were 3 times more likely to name France as their No. 1 travel destination. 63% wish to come and visit cultural sites and monuments, 58% want to explore French cities shown on screen and those who have watched productions in French are 3.5 times more eager to learn to speak French than others. Another recent study showed that four out of five visitors to Paris said watching a series set in the City of Lights spurred their decision to travel there, with Emily in Paris and Lupin high on the list.