MONTREAL — Working hard to keep up the momentum from the Paris 2024 Olympic Games, Atout France is showcasing new offerings and key tourism strategy messaging with its ‘Destination France 2025’ four-city roadshow this week.

The tourism board is encouraging shoulder-season stays, and promoting longer stays to better distribute travel flows and avoid overtourism.

It’s also focusing on renewal, with the highly celebrated reopening of Notre-Dame de Paris sure to draw even more visitors to this incredibly popular country.

France also continues to shine through its exceptional heritage, high-end hospitality and unique cultural experiences, says Mélanie Paul-Hus, Director, Canada for Atout France.

At the roadshow’s kickoff event in Montreal last night, Paul-Hus thanked the industry for supporting the destination. “We are excited to welcome you to France, the French Caribbean, and Overseas France, and to offer you unique experiences, including the 2030 Winter Games and sustainable travel suited to the needs and desires of Canadians,” she said.

Mélanie Paul-Hus, Director, Canada, Atout France

The Destination France 2025 roadshow continues in Toronto tonight before heading to Vancouver on Wednesday and Calgary on Thursday.

“LONG-LASTING IMPACT”

More than 20 French and local exhibitors are taking part in the roadshow, with each event including a roundtable discussion, trade show, cocktails and dinner. Travel professionals have the chance to meet with suppliers via pre-scheduled meetings during the trade show.

Paul-Hus said that after the energy sparked by the Olympic Games, the goal of Destination France 2025 is to capitalize on that momentum “and ensure our tourism strategies have long-lasting impact.”

It’s also an invitation to rediscover France in a new way, from longer stays with plenty of time to explore France’s landscapes, cities, and villages across the seasons, and meet with local producers, artisans and more.

The roadshow also highlighted Atout France’s learning program for travel advisors, France Connaisseur. New modules have been added, including one on Sustainable Tourism and another on Wine Tourism.

A RECORD-BREAKING 2024 & PROMISING PROSPECTS FOR 2025

In 2024, France had a record year with 100 million international visitors (+2 million) and €71 billion in revenue (+12%), driven by the Olympic Games, the 80th anniversary of D-Day, the 150th anniversary of Impressionism and the reopening of Notre-Dame de Paris.

International overnight stays increased by 7.3%, notably in rental accommodations (+16.4%).

The forecast for early 2025 remains favourable: +10% international air arrivals in the first quarter, +7 points hotel occupancy in Paris in January and a 4-point increase in bookings in Paris after the Olympics and the reopening of Notre-Dame.

“We, France, must shift into higher gear by becoming the top destination for sustainable tourism. Our goal is twofold: capitalize on the uniqueness of 2024, which made France known worldwide, and support the sector’s transition,” said France’s Minister Delegate for Tourism, Nathalie Delattre. “The challenges are numerous: improving the quality of our offerings, distributing tourism throughout the year, supporting the sector in its ecological and digital transition, enhancing the attractiveness of our professions, and ensuring the preservation of social and solidarity-based tourism.”

UPDATES FROM THE AIRLINES

Air France, official partner of the Destination France 2025 roadshow, offer an enhanced traveller experience with its new Business cabins available from Toronto, Vancouver and select Montreal flights.

Air France Premium also offers new seats with wireless charging and Bluetooth from Toronto and Vancouver.

For KLM, the World Business cabins are accessible from Toronto, Calgary, and Edmonton.

Jean-Eudes de la Bretèche, Country Manager, Canada, Air France-KLM

Travelers can enjoy Air France lounges in Montreal and the KLM Crown Lounge in Toronto before departure or during layovers. In Business class, Air France offers meals prepared by chef Olivier Perret.

With seven stops in Canada, Air France and KLM have an extensive network, including free shuttle service between Ottawa, Quebec, and Montreal to Paris or Amsterdam. The partnership with WestJet ensures connections to 35 Canadian cities. Not only that, but the air-rail combination with SNCF makes exploring many French cities easier. In other news, in summer 2025, KLM will launch a flight to Biarritz.

Meanwhile Air Canada, partner of Destination France 2025 and sponsor of the roadshow’s cocktails, highlighted its direct flights from Montreal to Paris, Lyon, Toulouse, Nice, Fort-de-France and Pointe-à-Pitre.

Through a partnership with SNCF and AccessRail, new air-rail connections make traveling within France easier. Air Canada also highlighted its free WiFi coming this spring.

Air Transat connects Canada to Paris plus seven regional cities: Nantes, Bordeaux, Toulouse, Marseille, Nice, Lyon, and Basel/Mulhouse. Air Transat is the only airline offering direct flights to Marseille and Nantes.

PRIZES, PRIZES, PRIZES

Air Transat, sponsor of the Destination France 2025 prize, awarded Voyages CAA Québec for its Escape to Brittany and Normandy tour, highlighting its commitment to soft mobility and sustainable tourism.

Atout France notes the four other itineraries nominated for the prize: Cycling in the Wine Kingdom from Vélo Québec Voyages; Charmes of Alsace from Groupe Voyages Québec; Discover Corsica and Paris at Your Own Pace from Tours Découvertes Récréatives; and Ski Safari in the High Pyrenees from Sportvac Tours. “We thank all the nominees and voters for their engagement,” says the tourism board.

Other highlights at last night’s event included Marilyn Goyette from Voyages CAA Laval winning a $200 gift card from a random draw from all those who voted online for the 2025 Product of the Year.

Another nine prizes were awarded to travel advisors, including a cruise from CroisiEurope and a stay in Occitania.

Here’s the list of Atout France partners taking part in the ‘Destination France 2025’ roadshow …

• Château de Versailles
• Comité Régional du Tourisme de l’Occitanie
• Toulouse-Blagnac Airport
• Nîmes Tourism
• Air France
• Perpignan Tourist Office
• Montpellier Tourist Office
• Air Transat
• Normandy Tourism
• Juno Beach Centre
• The Grand Tour
• CroisiEurope
• Baverez Hotels
• Découvertes DMC
• Carcassonne Tourist Office
• Marseille Convention and Visitors Bureau
• Martinique Tourist Office
• Guadeloupe Islands Tourist Board
• Paradis Latin Cabaret
• Dijon Bourgogne Tourism and Convention Bureau
• Saint Martin Tourism
• French Bee
• Air Canada

For more details about travel to France click here.