The IFTM is not merely a gathering place; it is also a barometer for the industry, a point where progress sometimes occurs.
For years, if not decades, media outlets and congresses have tackled the theme of selling France through travel agencies, without a real initiative to push the sector forward.
This time, the Enterprises of Travel have decided to take the lead by signing a partnership with ADN Tourisme, the body representing institutional tourism players.
“We had, in the past, a public-private partnership with an organization other than ADN Tourisme, but it remained merely on paper.
Last year, Marie Allantaz led a workshop on selling France in travel agencies.
Together with Laurence Gaborieau and Marie, we asked ourselves what needed to be done and who to work with. This signature is the culmination of that reflection“, explains Valérie Boned, the president of the Enterprises of Travel.
For years, if not decades, media outlets and congresses have tackled the theme of selling France through travel agencies, without a real initiative to push the sector forward.
This time, the Enterprises of Travel have decided to take the lead by signing a partnership with ADN Tourisme, the body representing institutional tourism players.
“We had, in the past, a public-private partnership with an organization other than ADN Tourisme, but it remained merely on paper.
Last year, Marie Allantaz led a workshop on selling France in travel agencies.
Together with Laurence Gaborieau and Marie, we asked ourselves what needed to be done and who to work with. This signature is the culmination of that reflection“, explains Valérie Boned, the president of the Enterprises of Travel.
“The objective is simple, it’s better to sell France”
The partnership between the EDV and ADN Tourisme was ratified at the IFTM, based on a document of about ten pages.
“It took time to come to fruition, then Christelle Chassagne arrived and brought a fresh dynamic to the body.
The goal is straightforward: to sell France better. On one hand, ADN brings together institutional players who know the territory and the actors who make it up. On the other hand, we know how to market standardized products, groups, and also tailor-made offerings.
The idea is to see how we can pool our strengths to pursue these growth points and the development of these territories“, continues Valérie Boned, president of the EDV, who is also president of the CAT.
To read: How to better distribute the France product in agencies?
A France Week will be organized to raise awareness among travel agents, followed by another campaign visible in agencies to stimulate demand.
The world’s number-one destination is not entirely unfamiliar to French distribution, as it accounts for about 50% of industry sales. What needs to evolve are mainly the products that are being sold.
Currently, bookings are predominantly for campsites, holiday villages, and theme parks. Tomorrow, the aim would be to create true circuits, tailor-made stays, and to sell experiences.
This would not only decarbonize activity but also maintain a continuous link with the client throughout the year. Travel agencies could not only sell summer or winter getaways but also, in the future, handle weekends or May holiday breaks for their clients by offering France.
“It took time to come to fruition, then Christelle Chassagne arrived and brought a fresh dynamic to the body.
The goal is straightforward: to sell France better. On one hand, ADN brings together institutional players who know the territory and the actors who make it up. On the other hand, we know how to market standardized products, groups, and also tailor-made offerings.
The idea is to see how we can pool our strengths to pursue these growth points and the development of these territories“, continues Valérie Boned, president of the EDV, who is also president of the CAT.
To read: How to better distribute the France product in agencies?
A France Week will be organized to raise awareness among travel agents, followed by another campaign visible in agencies to stimulate demand.
The world’s number-one destination is not entirely unfamiliar to French distribution, as it accounts for about 50% of industry sales. What needs to evolve are mainly the products that are being sold.
Currently, bookings are predominantly for campsites, holiday villages, and theme parks. Tomorrow, the aim would be to create true circuits, tailor-made stays, and to sell experiences.
This would not only decarbonize activity but also maintain a continuous link with the client throughout the year. Travel agencies could not only sell summer or winter getaways but also, in the future, handle weekends or May holiday breaks for their clients by offering France.
The Destination France Week in March 2027
And this aligns with the idea Guillaume Linton advanced during the health crisis, calling on travel agents to become “the manager of their clients’ leisure time“.
To reach this objective—knowing France better and selling it more effectively—one must break a psychological barrier, among distribution professionals as well as among clients.
This will begin with training.
A dedicated site will go live next February, followed by the first edition of the Destination France Week in March. A slogan has already been found for this initiative: “sell France differently.”
To better market our country, agents will be able to rely on the offering present on Ty-Win.
Webinars will be held, just like edu-tours.
“I come from the private sector, then I entered politics in 2014, so I am still politically incorrect. We must be more than ever connected to the business world.
To better package and sell, we need knowledge of the destinations. This should enable us to imagine new experiences and new offerings to meet travelers’ needs.
We were discussing this with Serge Papin; our combined strengths—the public and the private sectors—are essential to be more efficient. This may lead to further conventions. I’m issuing a call to the IFTM.
We are here, the tourism institutions. I think we are here with this know-how of the ground and the strengths of our destinations“, commented Christelle Chassagne, the new president of ADN Tourisme.
To reach this objective—knowing France better and selling it more effectively—one must break a psychological barrier, among distribution professionals as well as among clients.
This will begin with training.
A dedicated site will go live next February, followed by the first edition of the Destination France Week in March. A slogan has already been found for this initiative: “sell France differently.”
To better market our country, agents will be able to rely on the offering present on Ty-Win.
Webinars will be held, just like edu-tours.
“I come from the private sector, then I entered politics in 2014, so I am still politically incorrect. We must be more than ever connected to the business world.
To better package and sell, we need knowledge of the destinations. This should enable us to imagine new experiences and new offerings to meet travelers’ needs.
We were discussing this with Serge Papin; our combined strengths—the public and the private sectors—are essential to be more efficient. This may lead to further conventions. I’m issuing a call to the IFTM.
We are here, the tourism institutions. I think we are here with this know-how of the ground and the strengths of our destinations“, commented Christelle Chassagne, the new president of ADN Tourisme.
