French President Emmanuel Macron announced on Tuesday plans for a significant redesign, restoration, and enlargement of the Louvre, the world's most visited museum. This ambitious initiative, which Macron labeled the "New Renaissance" project, responds to urgent concerns voiced by the Louvre's director, Laurence des Cars, about dire conditions within the museum. Standing before the famous Mona Lisa, Macron highlighted the need to create a special space for Leonardo da Vinci’s masterpiece, alongside plans for a new grand entrance and adjustments to ticket pricing for non-EU visitors.
The massive renovation is expected to cost between 700 and 800 million euros ($730 to $830 million). According to Macron's aides, the initial phase of the project, which includes the new entrance, dedicated space for the Mona Lisa, and exhibition rooms under one of the museum's courtyards, will require around 400 million euros. This funding will come from the museum's revenues, including income from its location in Abu Dhabi and anticipated donations from sources including American patrons. The subsequent refurbishments, which will occur over the next decade without closing the museum, are expected to cost another 300 to 400 million euros.
Macron elaborated on the challenges the Louvre faces, particularly as the museum previously built for four million visitors per year saw over ten million guests last year alone. This dramatic rise has contributed to significant physical strain on the historic building. "This renovation will be colossal," he stated, illustrating the scale of the project. Acknowledging the pressing issues highlighted by des Cars, he pointed to the museum's warnings about damage stemming from incessant visitor crowds.
According to des Cars’ confidential memo, areas within the Louvre have become increasingly unstable. "Some areas are no longer watertight, and others experience significant temperature variations, endangering the preservation of artworks," she warned, pressing for action to rectify these concerns.
Macron's announcement coincided with the celebration of France's resurgence as the world's most-visited country, welcoming 100 million international visitors and generating €71 billion—approximately $73.6 billion—in tourism revenue. The country saw 2 million more visitors than the previous year, driven by events such as the Olympic and Paralympic Games, and the grand reopening of Notre-Dame de Paris.
This upswing has included notable increases from Northern European tourists and Americans alike, with visitor overnight stays rising across several demographics. For example, visitors from Belgium and Spain increased by five and three percent, respectively, with noticeable growth from North American tourists as well.
"With the Olympic and Paralympic Games, the reopening of Notre-Dame and the 80th anniversary of the D-Day landings, 2024 was unprecedented and exceptional for France," stated Nathalie Delattre, the Minister Delegate for Tourism. This confluence of events positioned the nation powerfully on the world stage, leading to hopes of solidifying its status as the number one destination for sustainable tourism.
Yet, the road to such sustainability is not without its challenges. Delattre emphasized the need to improve the quality of the tourism offerings, diversify visitor numbers throughout the year, and support the ecological and digital transition of the sector. The government's commitment involves close collaboration with local authorities and tourism stakeholders to navigate these objectives.
Critics of Macron's Louvre plans have raised concerns about political opportunism amid his diminishing popularity—recent polls indicate just 21 percent of respondents express satisfaction with his leadership. Some government members have expressed dissatisfaction, indicating, "It's not his field. He's buying himself popularity points on the cheap." Despite the skepticism, Macron’s announcements appear strategic as he seeks to counterbalance criticisms and bolster his standing through significant cultural investment.
To realize these ambitious plans, Macron noted plans for an international architecture competition, set to launch shortly, with hopes for project execution by 2031. This wave of cultural revitalization aims not only to preserve iconic masterpieces but also seeks to enrich France’s reputation as the premier destination for travelers worldwide.
Overall, as France navigates the dual objectives of maintaining its cultural heritage and attracting millions of visitors, the success of initiatives like the Louvre renovation will be closely watched. Balancing growth with sustainability remains the focal point of discussions among policymakers and tourism leaders alike, ensuring France can continue to captivate and welcome travelers for generations to come.