France Global Reps

Highlights this month include the successful coordination of French buyer participation at the IPW “All Y’all Are Welcome” concert and the completion of the FY25 annual performance report. A strategic roadmap for FY26 has been developed with renewed focus on reaching Gen Z and Millennial travelers through hyper-personalized digital campaigns, sustainability themes, and social media activation.

Trade & Media Engagement

Notable results came from the co-branded campaign with Les Maisons du Voyage and Le Figaro, which featured inspirational articles, newsletters, homepage banners, and a social campaign generating over 20 million impressions. Four tour operators have already confirmed for the 2025 International Showcase, with more in recruitment.

Trade communications were bolstered by newsletters spotlighting free activities and Southern culture, with a 31% open rate among French partners. PR efforts included a June media release and ongoing article coverage in outlets like Voyager Magazine and TourMag.

Key Takeaways & Next Steps

Next steps include expanding agent training, deepening OOS partnerships, and continuing digital engagement with a refined strategy. Despite cautious booking patterns, French travelers remain interested in immersive Southern experiences—especially those offering cultural depth, authenticity, and value.

📉 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.