Tourism: Maintaining an Affordable Offer Is a Key Economic Issue, Says Serge Papin [ABO]


La fréquentation des voyageurs français est "en légère régression dans le cœur de saison juillet-août" - Crédit photo @ Alexandre Lescure

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Being the Tourism Minister for the world’s leading tourist destination carries a very particular aura.

So, when Serge Papin strolls through the aisles of the IFTM, the sensation of being George Clooney at a film festival is not far off, far from it.

“I felt like a rock star (laughs, editor’s note).

Not only are 180 countries represented, but we also had the opportunity to meet a good number of foreign ministers. France is regarded as a global leader in tourism. What may surprise is that we feel there are expectations placed on us, a desire to share and to take advantage of our know‑how.

I received a lot of inquiries
“, confides a tourism minister pleased with this rush of oxygen in a national and international environment terribly degraded.

The Paris meeting was an opportunity to take stock of the summer of 2026, marked by the solid performance of foreign clientele, but a bit more uncertain for French tourists.

Without jumping for joy or shouting victory, in the race against Spain, the minister judges the high season “adequate”.



The French: “a slight regression in the heart of the July-August peak”

“It’s better than the previous year, but not by much.

We started from a 2025 that was already very good, because we had crossed a hurdle thanks to France and Paris promotion, thanks to the Olympic Games.

International clientèle had jumped by 9% in 2025 compared to 2024.

This same clientele is up 3.7% in the figures from January to July. We are almost at 15% in two years, we can be proud
“, states the minister of Small and Medium Enterprises, Trade, Crafts, Tourism and Purchasing Power.

Positive numbers that must, however, be viewed in perspective. In 2024, the Olympic Games had led to a drop in international travelers, according to INSEE, notably during the events.

A lull that has since been filled by the strong growth of international markets. If the event’s effect remains hard to measure, its image and success have, at the very least, not harmed the destination, quite the opposite.

And this clientele, highly lucrative, seems to have become a government priority. Which leaves many observers puzzled, particularly regarding the president’s aim to make France the world’s first sustainable destination.



The two challenges are not at odds, according to the minister.

“We have an infrastructure challenge, tourist facilities, water management, but also pesticide use in green spaces, etc. We truly have a commitment to sustainable development on site.

The organizers of the 2030 Winter Games have pledged to make them the most sustainable winter Games in history. I genuinely want us to be the champions of sustainable tourism by 2030.

After that, if travelers come by air, if they come from far away, they cannot come otherwise. On the other hand, once they are on site, they operate within an ecosystem that is very attentive to sustainable development
“, tries to justify Serge Papin.

And even if the minister does not wish to pit any particular clientele against another, climate warming reminded the industry of itself throughout the summer.


“The French weighed choices for budgetary and climate reasons”

The summer of 2026 was the hottest on record in our country, since the beginning of meteorological measurements in 1900.

“The heat waves affected the places of stay and consumption.

French tourists, in particular, chose destinations with more bearable temperatures, hence the regions north of the Loire, including Brittany, Normandy and the Channel, as well as the Northern Alps.

These destinations progressed quite spectacularly.

In the middle of the heat wave, places of entertainment and restaurants endured a bit of the impact. The French likely hedged for budgetary and climatic reasons
“, estimates Serge Papin.

A finding that aligns with the view of UM IH.

The union stated in early September that travelers had decided to watch their spending, particularly in bars and restaurants.

Another casualty of the summer: Gironde.



The department, which experienced one of the most destructive fires in its history, will host the next Tourism Sector Committee in October 2026.

The occasion, for the minister, to show residents that the government stands by them, but also to monitor the end of the tourist season in the region and the rollout of aid.

“Acting players benefit from payroll tax exemptions on salaries, social security charges, property tax and partial unemployment, for three months.

Then, in the PLF, we proposed that the companies most affected by these fires and their consequences be exempt from the fields I have just outlined.
”

And this is not the only tourism-specific issue to appear in the forthcoming finance bill.


PLF 2027: “Everyone must make efforts, Atout France included”

The sector is expected, by implication, to contribute in the coming budget.

“Tourism is a thriving activity. It contributes to the trade balance by around 20 billion euros and to the country’s growth, even if modest.

There is a topic that will be addressed by the text: the tourist tax. We are in discussion with professionals and elected officials on reform since May 2026.

Arbitrations are not yet set, but they will align with the desires of professionals,
” reveals the occupant of Bercy.

In addition, the government is working on a simplification plan, as it has done in the past.

According to the cabinet, the new definition of the word “tent” (decree No. 2026-14 of January 14, 2026 simplifying and securing provisions of the tourism code relating to the definition and classification of certain merchant tourist accommodations) generated an additional 60 million euros in turnover. The simplification project has not yet been unveiled, but remember that in April last year, Nathalie Delattre, the former Tourism Minister, filed a bill in that sense. At any rate, in the next PLF, there could also be a reference… to Atout France.

“Atout France has a solid legitimacy and real recognition, especially internationally.

After all, this does not oppose a transformation, which is already underway and which we have begun a year ago. We are custodians of public funds and, in a period of budgetary austerity, everyone must make efforts, Atout France included
“, the minister confided.

According to our information, the austerity plan is already a reality, since several posts have been eliminated abroad and offices rationalized.

Moreover, a reorganization is also announced at the Paris headquarters, without the teams truly understanding, for the moment, where the institution is heading.

In the meantime, Serge Papin does not question the legitimacy or even the existence of Atout France.


Mass tourism: “This offering is a challenge for our economy”


Romain Pommier Published by Romain Pommier Journalist – TourMaG.com
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Hurtigruten Signature Cruises: The Second Pillar of Norway’s Cruise Offer


Ce sommet, organisé par la compagnie, concerne directement le marché français. "Hurtigruten considère la France comme un marché en progression et souhaite poursuivre son développement auprès des distributeurs.", insiste Christine Bois.Photo : Tourmag

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From September 22 to 25, Hurtigruten hosted nearly 200 partners from its various markets aboard the MS Trollfjord.

From Bergen to Oslo, the Global VIP Partner Summit at Sea combined strategy briefings, product discoveries, visits and excursions. All of it with a central idea, to enable distributors to better understand the experience they offer to their clients.

For Christine Bois-Beauval, Director France and Benelux of Hurtigruten, the objective was notably to “inspire confidence” in partners.

A démarche qui prend tout son sens pour les croisières Signature, une gamme lancée en 2023 en complément de l’Express Côtier.

“Where the historic product remains tied to the Norwegian coastal itinerary, Signature seeks more to highlight exploration, longer calls, and onshore activities. We want distributors to be able to experience the product themselves before marketing it.” adds her.


From the Coastal Express to Signature, an expanding offering

« L’Express Côtier, c’est l’ADN de Hurtigruten », rappelle Christine Bois-Beauval. La compagnie entend donc conserver cette identité tout en développant une gamme complémentaire.

Signature propose notamment des itinéraires plus orientés vers l’expérience, avec des escales plus longues et davantage de possibilités d’excursions.

Randonnée, kayak, vélo électrique ou sorties accompagnées par les équipes d’expédition font partie des activités mises en avant.

Le sommet organisé à bord du Trollfjord a précisément permis aux distributeurs de comprendre cette différence en la vivant eux-mêmes. Les conférences sur les paysages et la géologie des fjords, les présentations sur la culture sámi, les excursions à Kristiansand ou encore les interventions consacrées aux aurores boréales n’étaient donc pas seulement destinées à animer le programme. Elles correspondaient aux différents ateliers proposés à leurs clients.


An offering that expands to multiply sales opportunities

This strategy also explains why Hurtigruten continues to broaden its programming.

Among the products already offered, the Nordkapp Line, departing from Oslo toward the Svalbard region, and the Nordland Line, departing from Bergen, notably enable Hurtigruten to extend its reach into the Arctic and the autumn and winter seasons.

The program is especially enriched by three new offerings. Odyssey at the Heart of the Fjords, eight days from Bergen, provides a journey through the great fjords of southwestern Norway. The Arctic Route, between Copenhagen and Tromsø, opens a new gateway to the High North. Finally, the Boreal Odyssey, departing from Tromsø, places greater emphasis on the Arctic experience and the Northern Lights.

Through this extension of the range, Hurtigruten aims to keep its must-have products while multiplying sales opportunities for distributors with different durations, different territories and especially different seasons.


Making Norway a four-season destination


Photo : TourMaG

Behind these new routes lies a second strategy: de-seasonalization.

Hurtigruten aims to make Norway a destination that sells year-round, based on experiences that vary with the seasons.

If summer remains associated with the fjords, long days and the Midnight Sun, autumn and winter allow in particular to highlight snowy landscapes and the Northern Lights, especially sought after from late September to March.


Gastronomy as a selling point

Gastronomy was also among the elements the company wished to highlight. Partners could discover the Trollfjord’s three restaurants: Flora, the main dining room; Røst, more oriented toward gastronomy; and Árran, dedicated to Sámi cuisine.

The topic particularly caught the attention of French partners. Cheeses, beers, seaweed and seafood products were presented during tastings and meals.

Hurtigruten also emphasizes its local sourcing and notes that more than 80 % of the foods served at table come from local producers.

Royal Caribbean Announces Summer 2027 Itineraries With a Family Offer


Royal Caribbean lance sa programmation été 2027 - Depositphotos.com, djulia86

Hurtigruten


Royal Caribbean unveils a new programming for Summer 2027, accompanied by a “Kids and Teens Sail” offer dedicated to children and adolescents, with fares starting from €99 for the youngest travelers.

This promotion sits within the company’s early booking strategy for families making a new booking by September 30, 2026.

The company’s goal is to encourage long-term planning of summer vacations by highlighting onboard amenities suitable for all ages, ranging from leisure and entertainment facilities to themed dining spaces and relaxation zones.


Summer 2027: heading towards the Mediterranean, Alaska and the Caribbean

As for the summer program, the brand will position several newer ships on key sailing bases.

In Europe, the Legend of the Seas will return to offer seven-night itineraries in the Western Mediterranean, with departures from the ports of Barcelona and Rome (Civitavecchia).

In North America, the company will deploy the Anthem of the Seas and the Quantum of the Seas for seven-night cruises departing from Vancouver and Seward, focusing on discovering Alaska’s glaciers (Hubbard, Endicott Arm, Dawes).

At the same time, short three- to four-night formats will be operated in the Caribbean from Florida (Port Canaveral and Miami) via the Utopia of the Seas and the Wonder of the Seas, including calls at the private island Perfect Day at CocoCay and Nassau.

Pierre & Vacances: Buyout Offer Expected by Q1 2027


Pierre & Vacances : Mubadala Capital sécurise 80,13 % du capital avant son OPA - Depositphotos.com @violetkaipa

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The proposed rapprochement between Pierre & Vacances and Mubadala Capital takes another step forward.

The two groups have signed an agreement outlining the terms for acquiring all outstanding Pierre & Vacances shares, via MC Pomona Bidco, a vehicle controlled by Mubadala Capital.

The transaction contemplates a voluntary cash offer, according to the financial terms announced on June 22, 2026. Mubadala Capital has already secured commitments from shareholders representing 80.13% of the circulating share capital.

Among them are Fidera Limited, with 26.72%, Benefit Street Partners, with 24.96%, Pastel Holding, with 8.60%, and Pristine, with 11.49%, within the framework of the management trust related notably to the state-guaranteed loan.


Pierre & Vacances: The Board of Directors Back the Offer

On July 17, 2026, the Pierre & Vacances board of directors welcomed, unanimously and favorably, the proposed offer. Its reasoned opinion will be issued after the delivery of the independent expert’s report and the views of the employee representative bodies.

The board currently believes that the operation is in the best interests of the company, its shareholders, its employees and its other stakeholders.

The offer contemplates a price of €1.90 per ordinary share, with the attached coupon, and €1.79 per share with the detached coupon.

To read: The Pierre & Vacances group could be acquired by an Emirati fund.

An additional €0.10 per share could be paid in the event of a mandatory withdrawal and delisting, provided that Mubadala Capital holds at least 90% of the capital and voting rights on a fully diluted basis at the end of the offer.

An extraordinary distribution of bonuses of €0.11 per ordinary share must also be approved by the shareholders at an extraordinary general meeting planned around 30 September 2026.


Pierre & Vacances: An Offer Expected in the First Quarter of 2027

The filing of the offer with the Autorité des marchés financiers (AMF) is planned no later than the first quarter of 2027.

It remains subject, notably, to obtaining the usual regulatory approvals, to the board’s reasoned opinion, to the approval of the extraordinary distribution by the shareholders, and to obtaining the necessary consents under existing financing agreements.

The closing of the offer is expected to occur in the first half of 2027. If the conditions are met, Mubadala Capital also plans a mandatory buyout of all shares and a delisting of Pierre & Vacances.

For Mubadala Capital, this operation should support a new development phase for the group, notably through the renovation and upgrading of its sites, as well as the expansion of its portfolio.


Amelia Brille Published by Amelia Brille TourMaG.com Editor
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Kappa Club Kicks Off Summer Season with a Special Offer


Kappa Club lance sa saison estivale avec des équipes déjà mobilisées - Depositphotos.com, billiondigital

IFTM prenez RDV avec TourMaG


The kickoff of the summer season has begun for Kappa Club.

The concept of Boomerang Voyages’ tour operator this year rests on 32 teams already deployed across its various properties, mainly in the Mediterranean, but also at destinations farther afield.

Contrary to standardized formulas, Kappa Club promotes a travel philosophy focused on human support, with French-speaking teams tasked with ensuring a personalized welcome and facilitating the discovery of local cultures.

The concept notably hinges on the “Instants Kappa”, included experiences, up to five per week, enabling holidaymakers to explore their destination more deeply, at no extra cost.

These activities also reflect a clear commitment to promoting more responsible tourism.


Un coup de pouce tarifaire jusqu’au 13 mai 2026

On the ground, the teams are already hard at work.

In Crete, at the Kappa Club Mikri Poli Crete 5*, cooking workshops are organized in collaboration with local producers, focusing notably on the olive harvest and the preparation of traditional specialties. In Rhodes, the program includes cultural visits such as the Panagia Ipseni monastery or pottery workshops in Kalathos.

On Majorca, a summer novelty, immersive experiences are offered in Porto Cristo, combining local discovery with tastings of regional products.

To accompany this season launch, Boomerang Voyages is introducing a promotional offer that can reach -15% on the Kappa Club range.

Valable jusqu’au 13 mai 2026, it applies to bookings made during this period, with the stated objective of supporting last-minute sales as well as those in the off-season.

The list of clubs involved is accessible via the tour operator’s BtoB portal.


Amelia Brille Publié par Amelia Brille Rédactrice TourMaG.com
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TUI Launches Family Offer: Children Aged 2–11 Travel for Free


TUI France lance une opération de gratuité totale pour les enfants cet été, Despositphotos.com, Photo by PR-PhotoDesign

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As the summer season approaches, the tour operator TUI France is launching a new promotional offer. The travel company is betting on completely free travel for children aged 2 to 11, for all departures scheduled through October 31, 2026.

This initiative, valid for bookings made between June 4 and June 30, applies to a selection of seven Lookéa and Marmara clubs. It was designed to substantially reduce family budgets, including those of single-parent families.

TUI France covers all costs: not only the stays but also air travel, airport taxes and any fuel surcharges. For children under two, the usual 90% discount remains unchanged.

This comprehensive freebie program applies to seven Lookéa and Marmara properties across three major Mediterranean destinations. In Italy, the offer covers the Sicilian facilities of Club Lookéa Athena Resort Sicily and Club Marmara Sicilia. In Spain, it is offered at Club Marmara Oasis Menorca on Menorca island.

Finally, in Greece, four properties participate: Club Lookéa Sun Palace and Club Marmara Zorbas in Kos, Club Marmara Doreta in Rhodes, as well as Club Marmara Sandy Beach in Corfu.


A general discount across the entire summer catalog

To cover its full lineup, the tour operator extends this promotional campaign as price reductions applied to its other sites. Thus, the 55 other Marmara Clubs and Lookéa Clubs open for the summer season offer a 50% discount for children aged 2 to 11, valid under the same booking and departure-date conditions.

This preferential rate includes all the elements of the club package: round-trip flights, transfers to the hotel, accommodation, full board with beverages, as well as access to daily activities in French and to children’s clubs supervised by professional teams.

With this large-scale rollout, available both through travel agencies and on its online platform, the brand aims to optimize occupancy rates at its properties while addressing vacationers’ current concerns about budgeting.

Irish Tourism Webinar – Luxury Offer in Ireland – May 19, 2022





Theme: The Luxury Offering in Ireland

Date: May 19, 2022

Time: 11:00


Webinar Description

The upscale offering in Ireland is renowned and diverse: 5-star accommodations, castles, boutique hotels—there is something to suit every preference. Exclusive activities, private tours, and spa and wellness options complete the experience for a unique and authentic stay. The warmth and quality of Irish hospitality leave an enduring memory.

Two inbound tour operators will present their itineraries, their best programs, and premium activities to offer your clients.

The speakers will also be delighted to answer your questions in a Q&A session at the end of the session.


Other sessions

● The Ireland Family Tour

Watch the replay

● Responsible Travel in Ireland

Watch the replay

● Outdoor Activities in Ireland

Watch the replay


Our other tools for tourism professionals

We provide travel agencies with all the tools necessary to boost in-store sales, such as brochures, displays (totems) and posters, as well as the management of a website with banners, videos and photos.

✔ Training

✔ Online brochures

✔ Toolkit for our current campaign


Who we are

Irish Tourism is the official promotional body for the island of Ireland abroad. The team in France includes a department dedicated to tourism professionals to support them in marketing the destination through organizing trainings and edutours, as well as by prioritizing meetings with tourism professionals from the island of Ireland.

Air France-KLM and Transavia Offer Free Changes on Summer Tickets


Air France-KLM, Transavia dégainent des billets modifiables sans frais pour l'été - Depositphotos.com

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As the summer season approaches, the Air France-KLM group affirms that its airlines Air France, KLM, and Transavia will be able to transport all of their customers this summer.

Already at the Travel Companies Congress in Disneyland Paris at the start of May, Henri Hourcade, Senior Vice President France of Air France-KLM, stated: “Our summer program will be kept. No flight will be canceled for reasons related to the price of kerosene”.

In a press release published on Tuesday, June 3, 2026, the group indicates it is actively preparing for the peak summer period and wishes to assist travelers who have not yet booked their holidays.

Benjamin Smith, Chief Executive Officer – Air France -KLM, declared: “During this period, our airlines will operate nearly 2,200 flights per day to more than 320 destinations around the world. Our teams are fully mobilized to welcome our customers, who have already travelled massively in May on the occasion of the various long weekends in France and the Netherlands“

This statement comes as “questions about fuel availability have filled the media space”, notes the group. Air France-KLM nonetheless asserts that its airlines have the means to ensure their flight program and transport their passengers during the peak season.

The group also specifies that whatever the purchase date, Air France, KLM and Transavia commit to not seeking any fare adjustments in the event of rising fuel costs for bookings already confirmed and paid.


Air France – KLM, Transavia: Tickets Modifiable at No Charge for the Summer

Afin d’encourager les réservations et d’offrir davantage de souplesse aux voyageurs, Air France, KLM et Transavia lanceront à compter du 3 juin 2026 une campagne promotionnelle sur les voyages au départ de la France.

Dans ce cadre, les clients pourront bénéficier de billets modifiables sans frais, une mesure présentée par le groupe comme un moyen d’apporter davantage de flexibilité dans l’organisation de leurs déplacements estivaux.

Air France-KLM précise ainsi vouloir rassurer les voyageurs et les accompagner dans la préparation de leurs vacances alors que débute la période de forte activité du transport aérien.

These Coastal Trains Offer Europe’s Most Stunning Panoramic Views

Between sheer cliffs, isolated villages and waves that seem to brush the rails, certain railway lines turn a simple trip into a true travel experience. All across Europe, coastal routes let travelers admire spectacular scenery without leaving their seats. From Scotland to the Spanish fjords, and along the Italian coast, these lines attract both slow-travel enthusiasts and lovers of maritime panoramas. And France has its own railway journey capable of rivaling the finest European itineraries.

Trains that skim the ocean as closely as possible

In Scotland, the line linking Inverness to Kyle of Lochalsh threads through some of the UK’s wildest landscapes. Stretching 133 km, it offers glimpses of both the country’s eastern and western shores. After leaving Inverness, the train first follows the Cromarty Firth before venturing into the Highlands. The final twenty minutes of the journey provide a particularly spectacular view of Loch Carron and the Applecross Peninsula.

Further south, Ireland also offers a celebrated coastal route. The line from Dublin Connolly to Arklow tracks the country’s east coast for around 80 miles. The most striking stretch is at Bray Head, where the rail line climbs along a sea cliff. This segment was designed by Isambard Kingdom Brunel, the renowned engineer of the Industrial Revolution. The journey then glides past beaches and the Murrough Wetlands, with the Wicklow Mountains forming a backdrop.

Germany also has a singular line: the connection to the island of Sylt. To reach this North Sea island, trains traverse the Hindenburg Dike, built in 1927 above the Wadden Sea. Since April 2026, high-speed ICE trains have for the first time been able to run on this stretch. The route becomes particularly awe-inspiring at high tide, when the waters envelop the tracks.

Spanish fjords and Italian coastlines

In northern Spain, the line from Ribadeo to Ferrol runs along part of the broad coastline of narrow-gauge railways that skirts the Cantabrian coast. Over nearly 150 km, the train snakes between cliffs, eucalyptus forests and the Galician rías, these large estuaries typical of the region. The route remains relatively little known despite its spectacular landscapes, notably around Ortigueira and Cape Ortegal. The journalist Nicky Gardner describes this journey in The Guardian as “a slow-travel adventure.” He also notes that “the waves crash on the right while a dense eucalyptus forest stretches to the left.”

In Italy, the Calabrian Ionian line offers another striking setting. Between Reggio di Calabria and Soverato, the rails almost continuously hug the coastline for about 160 km. On one side appear the dark peaks of the Aspromonte, on the other the Ionian Sea extending toward the Libyan coasts. According to Nicky Gardner, “no other railway line in Europe hugs the coast with such constancy.” The journey passes through a succession of capes, coves and Mediterranean villages, far from Italy’s major tourist routes.

The Train of Wonders, France’s route that rivals Europe’s finest rail journeys

France also has its own spectacular itinerary with the Train des Merveilles, which links Nice to Tende in the Alpes-Maritimes. Reopened in December 2025 after a year of works, this line climbs about 1,000 meters in elevation over roughly 100 km, spanning the Mediterranean and the Mercantour mountains.

The journey begins just a short distance from Nice’s beaches before quickly delving into the Alpine relief. Built from 1883 onward, the line crosses more than 100 bridges and viaducts and traverses nearly as many tunnels. Some of these are spiral tunnels that allow the train to gain altitude inside the mountain itself.

In The Guardian, journalist Annabelle Thorpe describes “one of Europe’s most spectacular rail journeys.” She also notes “jagged peaks that give the valley road the appearance of a slender ribbon.”

The train serves several perched villages such as Sospel and La Brigue, before arriving in Tende, perched at nearly 800 meters above sea level. The contrast between the azure coastline and the Alpine landscapes is one of the journey’s highlights. Annabelle Thorpe also notes that “it’s amazing to think we’re barely an hour from Nice—we feel as if we’ve been transported to a wholly different region of France.” All that remains is to book!