Quality tourism becomes Destination of Excellence

As of September 1, 2024 , the "Qualité Tourisme™" label was placed under a phase-out management system, before its complete discontinuation on December 31, 2026. The decree of June 14, 2024, concerning the conditions for awarding and withdrawing the "Qualité Tourisme™" label, governs this phase-out management. Initially managed by the Directorate General for Enterprises, the management of the national label was taken over by the French Tourism Development Agency (Atout France) in 2024.

The new Destination of Excellence label aims to strengthen quality across the entire range of tourist offerings: accommodation, restaurants, places to visit or leisure, tourist information points (tourist offices in particular), transport. 
In addition to the challenge of quality of reception and services, which drives the sector, this label will in particular strengthen the level of requirement in terms of eco-responsibility. 

You can consult the DEX Methodological Guide to understand the labeling procedure to be carried out as a tourism professional. 

Obtaining (adherence and renewal) of the Destination of Excellence label involves carrying out an external and independent evaluation, carried out in the form of a mystery shopper visit, and which covers all the services and benefits mentioned in the Atout France standards. 

To obtain the Destination of Excellence label, you must validate the 2 pillars constituting the criteria frameworks: the Quality pillar and the Eco-responsible pillar.

If you already have the Qualité tourisme label, you only need to validate the Eco-responsible pillar to be recognized by Destination of Excellence.  

The conditions for labeling

To be labeled a “Destination of Excellence”, the candidate must meet the following cumulative criteria: 

  • Be in compliance with the regulatory requirements of its activity; 
  • Where applicable, be classified under the tourism code; 
  • Having obtained a result in the assessment: 

– On the quality pillar “reception and services”, at least 85%, with satisfaction of all mandatory criteria relating to accessibility and customer listening;

– On the eco-responsible pillar, at least 60% in first-time “Destination of Excellence” labeling, or 80% in renewal of labeling, with satisfaction of all mandatory criteria where they exist in the labeling process.

If you are not Qualité Tourisme™ certified, you must be assessed on all the criteria of the reference framework for your sector, available at this link.

Whatever your situation, you should seek support from a partner, if one exists in your region and sector. Find the list at this link.

If no partner is competent in your region and sector, you can directly contact an assessment body. Find the list at this link.

Benefits include increased visibility on the Regional Tourism Committee website, a free communications kit, unlimited access to development workshops, annual promotional activities with co-financed reports, and a personalized mid-term assessment to improve customer service and e-reputation. 

Discover the advantages and prerequisites according to your structure HERE.

Contact information: destinationdexcellence@atout-france.fr

Documents: https://www.atout-france.fr/fr/referentials

Communication : the logos and graphic charter of the Destination of Excellence label

Assessment bodies : list of certified firms

And to discover those who are in Couserans:

Camping de l'Arize and Maison du Haras Bed and Breakfast