2025 will be a year of continuing momentum for France, according to Atout France, which is rolling out across Canada this week with annual roadshow events in Montreal, Toronto, Calgary, and Vancouver. The forecast is no surprise after a robust 2024 when the country cracked the “magic” 100-million visitor mark thanks to such landmark events as the Summer Olympics in Paris, 80th anniversary of D-Day, and the re-opening of Notre Dame Cathedral.
“Canadians are showing strong interest in France this year,” Atout France’s Canadian director Melanie Paul-Hus told Travel Industry Today at the Toronto event on Tuesday, which welcomed trade guests for scheduled meetings with 23 French suppliers, as well as a lavish dinner and awards ceremony.
Paul-Hus observed that for all her country’s tourism success in 2024, plenty of people actually opted to defer visits until after the busy Olympics year. Further, with Rome celebrating its own landmark Jubilee year in 2025, travellers may similarly seek alternatives, channeling potential visitors to neighbouring France.
She added, “I think what’s happening in the US may also cause some Canadians to consider Europe (for their holidays).”
Paul-Hus is quick to downplay fears of overtourism, but advises visitors (and their travel advisors) to plan ahead, particularly where ticketed entries at attractions are required. She adds that June is a great (relatively quiet) time to visit, and notes that August sees many Parisians leave the city and holiday in other parts of France (meaning busier in the south for example, but less so in the capital). Skiing in France is also less congested than other European hotspots.
“This is why we meet with travel agents and operators: to help educate,” she said, “so that visitors can make the most out of their holidays. No one wants to stand in a queue for hours.”
Addressing the audience in Toronto, Consul General of France Bertrand Pous said France is determined to ensure that the country’s tourism strategies are sustainable, adding that the roadshow’s “Keeping up the pace” theme means supporting the development of new offers, encouraging off-season stays, and favouring longer stays to better distribute flows and avoid overtourism.
“Our aim is to be the world’s No. 1 sustainable destination,” he declared.
Paul-Hus pointed out that an intense focus on accessibility for the Olympics means that many attractions now offer improved conditions for visitors with sight, hearing and mobility issues, as well as autism.
As for the future, Paul-Hus added, “We look forward to welcoming you to France, the French Caribbean and Overseas, and to offering you unique experiences, including the 2030 Winter Games and sustainable travel tailored to the needs and desires of Canadians.”
Suppliers
Taking part in the road show (above) were Château de Versailles, Comité Régional du tourisme de l’Occitanie, Toulouse-Blagnac Airport, Nîmes Tourisme, Air France, Office de Tourisme de Perpignan, Office de Tourisme de Montpellier, Air Transat, Normandy Tourism, Juno Beach Centre, Le Grand Tour, CroisiEurope, Baverez Hotels, Découvertes DMC, Office de Tourisme de Carcassonne, Office de Tourisme de Martinique, Guadeloupe Islands, Paradis Latin Cabaret, Saint-Martin Tourisme, and Air Canada.
Also, first-time attendee Dijon Bourgogne Tourisme et Congrès; airline French Bee, which is launching service from Montreal on April 30; and Le Grand Tour, a 4,000-km rail route expected to launch by the end of the year,
Airlines
Air France, an official partner of the Destination France 2025, said it is continuing to invest. Thanks to its two European hubs, connections are simplified, and the passenger experience is enhanced by its new Business cabins, available on departure from Toronto, Vancouver and certain Montreal flights. Air France Premium also offers new seats with wireless charging and Bluetooth from Toronto and Vancouver. KLM’s World Business cabins are available from Toronto, Calgary and Edmonton.
Passengers can take advantage of the Air France lounge in Montreal and the KLM Crown Lounge in Toronto before departure or during stopovers. In Business class, Air France offers meals designed by chef Olivier Perret.
With seven stopovers in Canada, Air France and KLM has an extensive network, including free shuttles between Ottawa, Quebec City and Montreal to Paris or Amsterdam. Its partnership with WestJet provides connections to 35 Canadian cities.
In addition, the plane-train combination with SNCF makes it easy to explore many French cities.
Meanwhile, Air Canada, another event sponsor, highlighted direct connections from Montreal to Paris, Lyon, Toulouse, Nice, Fort-de-France and Pointe-à-Pitre.
Training
New modules have been added to the tourist board’s (ACTA-recognized) France Connaisseur training course, including one on sustainable tourism and a second on wine tourism. It can be accessed HERE.
Awards & prizes
During the after-dinner award ceremony sponsored by Transat, Atout France recognized an innovative approach to a tour or stay, in line with the event theme of promoting slower, more sustainable tourism. The two ‘Product of the Year’ finalists were “Paris & Provence” by Globus Family of Brands, and “Springtime in Provence” by Senior Discovery Tours. Voted on by travel agents, the winner was Globus.
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