France Global Reps

Trade & Media Engagement

Trade engagement included collaborations with operators such as NAAR Voyages, Partir aux États-Unis, and Voyamar, and participation in NAAR’s B2B events in Metz and Strasbourg reaching 28 key agents.

Media efforts focused on “Trick or Treats” campaigns and outreach to outlets including Le Figaro, Yonder, Art(s) Magazine, Paris Vous Aime, and Secret Media Network. A Tourmag partnership will generate two articles and two videos spotlighting TSUSA destinations.

Market Trends & Travel Demand

The U.S. remains under pressure, with French bookings down 28.9%, though interest persists in cultural and authentic travel. Trends for 2026 favor slow travel, family trips, wellness tourism, and hotel-centric experiences, aligning well with the South’s offering of nature, heritage, and culinary depth.

Key Takeaways & Next Steps

• Focus on amplifying media partnerships
• Leveraging Visit USA France’s e-learning (800+ agents enrolled)
• Emphasizing U.S. accessibility through Air Canada and JetBlue routes
• Future priorities include enhanced PR activations and collaborative storytelling tied to major U.S. anniversaries (Route 66 Centennial, America 250, FIFA World Cup 2026)

The strategy blends trade partnerships, media relations, and consumer activation. Trade priorities include deepening relationships with tour operators, conducting targeted training, and expanding U.S. South product offerings. Media outreach will leverage high-profile French outlets and influencers to highlight music, culinary heritage, and iconic road trip itineraries. Consumer efforts focus on digital storytelling, co-op campaigns, and themed events in-market to inspire bookings.

Core themes—Southern hospitality, cultural diversity, and slow travel—align with French preferences for authenticity and quality over speed. KPIs emphasize trade engagement, media coverage volume, and conversion-focused marketing initiatives, ensuring the Southern USA remains a top choice for French travelers .