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The Touring Club de France (TCF) was founded in 1890, with the ambition to promote tourism in all its forms. Landscape conservation was also part of this aim. This led the TCF to get involved at the turn of the 20th century in an anti-deforestation campaign and to support reforestation actions, particularly in mountain areas. The analysis of a body of publications by the TCF and the national French Waters and Forestry Service as well as of debates in Parliament and the media highlights the way the TCF undertook to strengthen the impact of its actions and arguments by setting aside its social purpose in favour of a more general interest. On the one hand, the TCF censured clear-cuttings and advocated for a reasonable exploitation of forests ; on the other hand, the wide distribution of a Manuel of the tree in primary schools aimed at disseminating good management practices and financial incentives encouraged private individuals and municipalities to play a part in tree planting. By means of a well targeted propaganda and through its contacts at the French Parliament the TCF also succeeded in getting the law to evolve towards better protection of wood and forests.