Normandy Tourism, with the support of the Normandy Region, ADEME, SNCF NOMAD Train and NOMAD Car, has deployed, for the first time in France, a regional low carbon rate to promote more responsible and sustainable travel. The low-carbon rate highlights and encourages people to use more sustainable transportation. The initiative includes more than 70 sites, including museums and activity providers, in Normandy that offer reduced rates, a minimum of 10%, to visitors travelling by train, bus, or bicycle, by presenting proof such as a public transport ticket.

ADEME published an assessment of greenhouse gas emissions from the tourism sector in France, showing that 77% of the sector's CO2 emissions are linked to travellers' transportation. As tourism is a key driver of Normandy's economy, the region has adopted sustainability as an integral part of the regional tourism development strategy, voted in 2022. The deployment of this low carbon rate is, in addition to the actions put in place over the last several years by tourism and transport stakeholders, as well as ADEME, part of the region's commitment to responsible tourism.

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