Destination France recently wrapped its annual (pandemic notwithstanding) roadshow in Vancouver, culminating a four-city tour that saw nearly 300 tourism professionals also turn-out for the in-person events in Montreal, Quebec, and Toronto.

Exhibitors and participants were eager to be back together for the series of events dubbed “The Great Journey,” prompting Atout France officials declare a “promising sign of recovery” after two years of COVID.

“I think you can see from the smiles on our faces how happy we are to finally be on tour again. A few months ago, our daily lives were filled with hesitation and fear… but with spring came the desire to travel and the need to reconnect,” said Mélanie Paul-Hus, Director of Atout France Canada.

Paul-Hus took the opportunity to mention the major events that France is preparing to host, including the Rugby World Cup 2023 and the Olympic Games 2024 in Paris.

Exhibiting companies, including Air Canada, CroisiEurope, and Destination Occitanie, highlighted new travel trends, such as extended vacation periods or travel during shoulder seasons, and itineraries punctuated by more responsible choices that allow customers to find themselves and take time for themselves without forgetting the possibility of combining professional life and leisure.

The Consul General of France in Vancouver, Nicolas Baudouin, spoke after the workshop, and highlighted the sustainable shift that tourism in France is taking.

“As part of the revival of the sector, the government has initiated a profound transformation of the sector,” he said. “This plan, ‘Destination France,’ has a notable objective to promote sustainable tourism in the country.”

He cited cycling tourism as an example, stating, “In the same way the classification criteria for tourist accommodations now consider environmental objectives, this paradigm shift is supported by a government Tourism Fund aimed at assisting establishments in their ecological transition process.”

Beyond business, the events included an after-show cocktail party, entertainment, and prize draws.