France Market Overview
Hard hit by the health crisis, the tourism sector is undergoing several transformations. The demand for travel in 2022 is strong among French people, and with the long-awaited restrictions ease, there is a burning desire to spend quality time in safe and exciting destinations. A study by European Traveller Intelligence Monitor (ETIM) revealed that for the French, the most important criteria this year and beyond are the destination’s offer in terms of nature and outdoor activities (51%), the level of its safety standards (41%) and its accessibility in terms of price (25%).
The French want to be able to socialize, they particularly value the possibility of meeting new people (21%) and interacting with locals (13%). The other priorities of French travelers will very clearly revolve around leisure, with a marked interest in seaside destinations (18%) and family activities (13%) such as, for example, visiting amusement parks (17%). Green and sustainable tourism has a bright future. Green tourism aims to satisfy the quest for meaning. It's about giving a utilitarian purpose to vacations. The idea is to live an authentic experience that preserves or even improves the living conditions of the locals. Almost half of the French travelers (47%) want to travel in a more environmentally friendly way in the future.
The French will also be more likely to favor lesser-known destinations to avoid the crowds in high season (40%) and counter mass tourism (46%). More than half of those surveyed (57%) will look for more rural, authentic, and off-the-beaten-track experiences, to reconnect with nature.
Travel South can answer to all these reasons for the French to choose the « south » for their next US vacation even though considered a secondary destination. All-year destination compared to some of your seasonal competitors (western US/Florida). The travel trade Tour Operators offer a vast number of programs from Fly/drives to accompanied tours with a variety to themes: music, outdoors, culture (civil rights), etc. Apart from Louisiana (historical connection), Memphis (Elvis & Martin Luther King), all assets of the region lack spontaneous notoriety. Travel South has all the strengths /ingredients to satisfy the motivations of the French for a successful vacation.
Economical update:
Penalized by the health crisis (Omicron), albeit much less severely than in 2020-2021, and subsequently by a major geopolitical crisis (war in Ukraine) French GDP came to a standstill in Q1 2022. Household consumption was hit particularly hard by the health situation, compounded by the uncertainty and accelerating prices.
These negative supply-side shocks should continue to fuel inflation until the end of the forecasting period (June 2022): annual consumer price inflation, is expected to stand at between 5 and 5.5 % - although it would top 7 % without the “price shield” and “discount at the pump” measures.
GDP growth in Q2 2022 is unlikely to exceed around 0.25% compared to Q1. In terms of annual growth, the mid-year growth overhang for 2022 should be +2.6% after +7.0% for 2021 as a whole.
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]
Research
Public Relations
Expert in media relations with a strong knowledge of the media and its long-standing and trusted relationships with the press, Article Onze Tourisme 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 - FY21/22
Marketing & Sales Activities
B World Communication focuses heavily on marketing that inspires trade partners and customers’ loyalty while also reaching out to new partners and customers to ensure Travel South USA's success in the French market.Travel trade workshops, in-house Tour Operators trainings, travel agent webinars, tradeshows, BtoC Travel fairs, monthly dedicated newsletters, cooperative marketing with Visit USA France and Belgium, cooperative marketing with Tour Operators or travel agents networks, recruitment of Tour Operators buyers to International Showcase, our marketing strategies operate with all the players in the industry and line with the latest travel trends on our markets.
French Sales Mission
