For the past year, all across France, I have met passionate river stopovers, dedicated teams, committed local authorities, and ports that work every day to offer the best possible experience to river cruise operators and travelers.
They all share the same reality:
river tourism is a major asset…
yet it still lacks recognition, clarity, and consistency.
To address this need, I created River Destination,
a qualification framework for river stopovers.
A simple, clear, and structured approach designed to highlight those who welcome, inform, support,
and bring our rivers to life every day.
Why a national approach?
Because river stops are the gateways to inland navigation.
Because passengers do not see an “infrastructure”:
they see a town, a team, a quay, an experience.
Because every river stop deserves:
- to be visible
- to be recognised
- to be valued
- to be supported in its development
And because local authorities need a tool
to understand where their strengths lie, their priorities, and their levers for action.
Destination Fluviale is not just another initiative.
It is a structuring tool:
- for river stops
- for fluvial companies
- for tourist offices
- for regions
- for the sector as a whole
Built on the field, not on abstraction
Destination Fluviale is based entirely on real-life experience:
What I saw.
What I heard.
What river stops told me.
What companies experience every day.
What travellers actually notice.
This approach does not rely on theoretical criteria.
It is based on reality — the real one.
On welcome, services, accessibility, signage, cleanliness, human contact, fluidity, experience.
On what truly matters to professionals
and what makes a difference for passengers.
A simple and readable approach
Destination Fluviale is built around concrete, accessible criteria, understandable to all:
- quality of welcome
- clarity of information
- available services
- comfort and cleanliness
- safety and accessibility
- relations with companies
- tourism integration
- flow management
- overall coherence
No jargon, no unnecessary complexity.
A practical, professional approach designed for real-world use.
2026: launch year
2026 will be the year of:
- national rollout
- opening of applications
- support for the first river stops
- publication of the first qualified river stops
- release of the Destination Fluviale map
- showcasing exemplary river stops
- co-construction with regions
Destination fluviale has a simple ambition:
• to shine a light on the river stops that deserve it
• to support those that want to progress
• to create a positive, national and long-term dynamic
Serving the inland navigation sector
Destination Fluviale is not an administrative audit.
It is not a fixed tool.
It is a living approach created to:
- highlight river stops
- support teams
- improve the passenger experience
- harmonise practices
- strengthen the attractiveness of rivers
- give French inland navigation a strong, modern identity
Destination Fluviale is above all a human story
It is a story of encounters, commitment, listening, passion, territory and vision.
A story that begins on the quays,
with those who sustain inland navigation every day,
and who finally deserve to be recognised and celebrated.
In 2026, Destination Fluviale begins its journey.
And I cannot wait to shape it with you.
In 2026, Destination Fluviale begins its journey.
And I cannot wait to shape it with you.
AF Fluvial Conseil 
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