Tourism activity is increasing year by year. Countries, regions and destinations have entered into competition in line with increasing opportunities and are trying various ways for more visitors. Promotional activities are very important in increasing the number of visitors of a country or destination. Not only promotional activities are not sufficient, but also tourism policies of countries can provide more visitors by creating service resources and increasing their opportunities. In this context, tourism promotion and strategies of France and Turkey, one of the most visited countries in the world, were examined by using the document analysis technique. As a result of the study, it is revealed that the most important reason for France's high income from tourism is a successful promotional organization structure and effective promotional strategies. In addition, it has been concluded that France allocates a very high share to tourism services compared to Turkey, that it includes all segments at the national, regional and local level within the scope of the tourism organization chart, and that it makes efforts to ensure that tourists enter the country more easily.