France Market Overview

The United States remains one of the top long-haul destinations for French travelers and a leading choice for summer vacations. Demand continues to be fueled by strong leisure travel trends, robust airlift, and the return of repeat visitors booking through trusted tour operators and agencies. While last-minute booking surged in the immediate post-pandemic years, French consumers are once again planning trips further in advance, with longer lead times and more comprehensive itineraries.

French travelers increasingly seek reassurance, flexible policies, and value-added services when booking with professionals. At the same time, inflation and higher airfares encourage some compromises, such as favoring longer stays over multiple shorter breaks. This has led to an expanded U.S. travel window that now stretches beyond the peak summer months into shoulder seasons, offering both affordability and variety.

Motivations to travel to the U.S. are diverse: cultural and historical attractions, vibrant cities, local lifestyle experiences, gastronomy, and leisure by the coast all rank highly. Travel South USA destinations align particularly well with these interests, appealing to repeat visitors who value authenticity, cultural depth, and memory-making experiences. French “experience-seekers” want in-depth storytelling — from civil rights and music history to local encounters — along with lodging that blends world-class comfort and sustainability.

Green travel is becoming a standard expectation, and the South is well positioned as one of the USA’s most preserved regions. Its wide-open landscapes, natural beauty, and cultural richness resonate especially with Millennials and Gen Z, who prioritize authenticity and responsible travel.

For French consumers, travel is also closely tied to well-being. Escaping year-round to wide-open spaces, mountain trails, coastal gems, and family-friendly outdoor activities provides both relaxation and rejuvenation — making the South an attractive choice for those seeking balance, connection, and meaningful experiences.

Economical update
France is one of the world’s largest economies, with a strong GDP and stable business and employment climate. Despite periodic geopolitical and economic challenges, inflation has remained relatively stable, and the country continues to demonstrate resilience in consumer spending power.

Purchasing power for disposable income has shown steady growth, supported by moderate increases in GDP per capita. Overall, France maintains a solid economic foundation that underpins both domestic stability and international travel demand.

In-Market Representatives

B World Communication 
28 rue de I’Amiral Hamelin
75116 Paris France
+33 6 83 65 25 21
www.bworldcommunication.com

Barbara Boltoukhine, Founder & Managing Director, [email protected]
Yohann Robert, Account Director, [email protected]

Public Relations 

Expert in media relations with a strong knowledge of the media and its long-standing and trusted relationships with the press, B World Communication accompanies Travel South USA on its strategy of influence for extensive media coverage.

To promote Travel South USA, to make it stand out from rivals, to attract customers, and to generate destination awareness we publish a monthly press release and a monthly media newsletter to our press database of 3000 contacts with an average opening rate of 25 to 30%.

GPP France Coverage – FY25/26

Marketing & Sales Activities 

B World Communication is leading a mix Trade and Consumer global strategy that keeps adapting as market trends evolve.  B2B2C campaigns and Consumer-oriented actions with top-tier targeted trade and media partners allow Travel South USA to spend more in digital marketing and online content creation while reinforcing key pillars through year-round long partnerships. Other activities consist in a constant business watch to seize any opportunity to bring more visibility to the southern states and build strong ambassador-like partnerships with the trade-industry selling partners, Airlines, and with Visit USA in France. Through joint actions such as staff training, Co-op, Consumer shows, International Showcase and Global Media Summit recruitment, monthly newsletters and press releases, B World Communication actively urges French visitors to discover the South.