The France report showcases significant engagement across trade, PR, and media channels to boost Travel South USA’s visibility. Notably, B World Communication escorted a Tennessee fam trip with Icelandair to promote the new Paris-Reykjavik-Nashville route. The five-day itinerary, featuring Franklin, Memphis, and Nashville, received excellent feedback and is expected to spark development of dedicated Tennessee products.
Trade & Media Engagement
Despite a 6% decline in U.S. arrivals from France in Q1 2025, summer 2025 bookings show a 17.3% increase year-over-year, indicating strong interest amid geopolitical uncertainty. French travelers are increasingly seeking immersive, culturally rich travel—making the South an ideal match. The euro’s strength against the dollar and Air France fare reductions are contributing to affordability and demand.
Market Trends & Travel Demand
On the trade front, BWC conducted sales calls with Fairmoove, Premium Travel, and other partners, planning training workshops and promoting TSUSA through newsletters and media collaborations. The April newsletter, focused on food experiences across Rhythms of the South, Missouri, Mississippi, North Carolina, and Alabama, achieved a 35.85% open rate among 1,248 trade contacts.
PR efforts included a press release targeting 494 media contacts with a 38.44% open rate and planned coverage in major outlets like Voyage de Luxe. Consumer-focused campaigns featured Mississippi’s outdoor offerings and banner promotions for Kentucky. E-learning programs also saw continued growth, with 511 trade professionals participating.
Key Takeaways & Next Steps
Looking ahead, BWC is evaluating consumer fairs and preparing to recruit French buyers for the 2025 TSUSA International Showcase. Continued trade development, coupled with strategic media outreach, is poised to sustain growth from the French market.
