France Global Reps

Trade & Media Engagement

BWC met with 11 key tour operators including Jetset Voyages, Salaün Holidays, and Verdié Voyages, discussing training sessions, co-op promotions, and new product development. A themed trade newsletter (“Biking & Hiking in the Outdoors”) featured Rhythms of the South, Kentucky, Alabama, North Carolina, and Mississippi.

Media coverage expanded through Voyager Magazine, Prestige Magazine, and Michelin Éditions updates, while GEO Magazine is planning a 2026 press trip highlighting the Lower Mississippi River.

Market Trends & Travel Demand

French outbound travel declined 6–8% YoY over summer 2025, yet the U.S. remains the top long-haul destination, with 1.09 million French visitors (+3% vs. 2023).

IFTM 2025 saw record attendance (32,000 professionals), underscoring growing trade optimism. Key motivators include authenticity, cultural depth, and experiential storytelling—core pillars of Travel South’s positioning.

Key Takeaways & Next Steps

• Focus efforts on trade trainings, the JetBlue webinar, and Visit USA workshops (Le Havre and Lyon).
• Maintain storytelling momentum through culinary, musical, and outdoor themes.
• Leverage France’s resilient travel appetite to sustain visibility into FY26.

📉 1. Market Performance & Visitor Trends

• French outbound travel dipped: In April, French travel to the U.S. dropped by ~32% YoY.

• Yet optimistic forecasts project recovery: visitor spending is expected to reach 95% of pre‑pandemic levels in 2024 and exceed them in 2025.

🎯 2. Trade & Media Engagement

Trade Activation

• Bordeaux NAAR & JetBlue event (June): 15 top-tier agents attended, with product presentations, quizzes, and strong feedback.

• Icelandair fam trip to Nashville: recruited five tour operators, driving focused Tennessee product awareness.

• Strong presence at IFTM/Top Resa in Paris (Sept 2024): 159 meetings, music-themed events, multimedia content, and partnerships with top operators and media.

📰 Media & PR Efforts

• Global Media Week & fam trips: Organized journalist itineraries and product audits with planned future coverage.

• Targeted press outreach: Articles distributed to ~500–600 media contacts monthly, with average open rates over 30%.

• Highlight in French media awards: Multiple French publications won Visit USA awards for Southern U.S. coverage.

✍️ 3. Newsletters & Digital Campaigns

• Trade newsletters: 1,200–1,600 contacts; open rates 27–39%; content included state highlights, Instagrammable attractions, music, wellness, and luxury under €100 experiences.

• Visit USA France banner campaigns: Rotating state promotions continued across key markets like Louisiana, Arkansas, Alabama, Mississippi, Tennessee, and Texas.

• E‑learning engagement: 500+ trade professionals engaged; 119 reached “1st Club” Expert level by March.

🌍 4. Market & Industry Context

• Economic pressures: French economic backdrop showed growing interest in long-haul travel (e.g., New York, Montreal) with rising budgets (+€260 pp), though consumer sales declined ~8% in April.

• Geopolitical caution: French travelers are responsive to entry requirements and perceived safety; ongoing fam trips, clear messaging, and immersive experiences help maintain interest.

🔑 5. Key Takeaways

1. Engagement persists despite decline: Though French visits dropped ~32%, ongoing trade and media efforts keep the South top-of-mind.

2. Immersive fam trips drive product awareness: Events in Nashville, Louisville and Bordeaux show strong trade interest.

3. Content-rich digital outreach works: High newsletter engagement and successful PR campaigns show states like Louisiana and Tennessee resonate.

4. Strategic media recognition boosts credibility: Awards and coverage in top-tier French outlets enhance brand prestige and consumer trust.

✅ 6. FY25 Recommendations

• Reaffirm traveler confidence: Publish visa advice, showcase safety messaging, and highlight traveler experiences.

• Scale trade activations: Roll out in-market training in Lyon, Toulouse and Paris, linked with fam visits.

• Deepen storytelling themes: Focus on music, wellness, culinary, and affordable luxury under €100.

• Leverage award-winning content: Amplify recognized articles to reinforce branding and boost bookings.

• Refresh e-learning incentives: Launch gamified learning and rewards to sustain trade engagement.

🧭 7. Conclusion

FY24–25 proved challenging for French tourism to the Southern U.S., with a marked decline in visits. However, strong trade relations, digital engagement, media recognition, and strategic fam-led storytelling have laid a strong foundation. FY25 presents an opportunity to reignite growth through confidence-building, regional storytelling, and enhanced trade activation.

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 .