France Global Reps

Trade & Media Engagement

Trade engagement was led by the JetBlue France webinar (132 registrations; 86 live attendees; plus replay views), delivering broad reach across travel agencies, tour operators, and group specialists. Planning also progressed for Visiteurs’ Roadshow Winter 2026, including an on-site Travel South presentation for travel agents in February.

On the media side, December included targeted outreach, relationship-building meetings with key lifestyle, culinary, and travel publications, and a fresh invitation push to recruit top-tier French media for Global Media Marketplace and press trips in April 2026.

Market Trends & Travel Demand

French travel sales through agencies increased year-over-year in November, while U.S. revenues softened, reflecting ongoing long-haul sensitivity. At the same time, French travelers are maintaining travel volume with higher per-trip budgets and earlier booking behavior, with organized tours continuing to grow.

Industry attention is also focused on potential U.S. entry-process changes and their impact on traveler confidence ahead of the 2026 FIFA World Cup.

Key Takeaways & Next Steps

• Convert JetBlue webinar momentum into operator partnerships, product development, and targeted follow-up.
• Finalize 2026 Paris Roadshow mission logistics, branding assets, and trade recruitment.
• Prepare for the Clermont-Ferrand consumer show with refreshed creative aligned to the new brand message.
• Continue proactive media recruitment and pitching to support Global Media Marketplace and FY26 coverage goals.
• Keep messaging traveler-friendly and conversion-focused amid evolving entry and long-haul decision factors.

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 .