In 2026, French receptive operators had to contend with highly varied situations across regions and clienteles.
In the Jura, Emmanuel Robert, commercial director of Doubs Jura Voyages – Bourgogne Emotions and of the Le Lac hotel complex, reports a season that was particularly dynamic.
« We were fully booked from early May to late October », he explains. Located between 900 and 1,200 meters in altitude, the territory benefited from visitors who shifted their plans due to the intense heat or fires in other regions. The lakes and Jura forests drew a substantial clientele, mainly Francophone. « We typically comprise 80% French and 20% foreigners, of which 90% are Swiss, Belgians and Germans. »
In the Hautes-Alpes, Sandrine Eyraud-Massot, head of Déesse Voyages, also observes growth in its receptive activity, notably thanks to new markets. Her agency, which operates across a wide territory from Nice to Perpignan and into the Alps, hosts groups and mini-groups in spring and autumn.
« We are receiving increasingly more requests from the United States, the United Kingdom, Spain and Italy », she notes. The professional also highlights a shift in how clients discover the agency. « Some tell us they found us thanks to ChatGPT. » This phenomenon pushes her to improve her SEO, client reviews and external links.
In the Jura, Emmanuel Robert, commercial director of Doubs Jura Voyages – Bourgogne Emotions and of the Le Lac hotel complex, reports a season that was particularly dynamic.
« We were fully booked from early May to late October », he explains. Located between 900 and 1,200 meters in altitude, the territory benefited from visitors who shifted their plans due to the intense heat or fires in other regions. The lakes and Jura forests drew a substantial clientele, mainly Francophone. « We typically comprise 80% French and 20% foreigners, of which 90% are Swiss, Belgians and Germans. »
In the Hautes-Alpes, Sandrine Eyraud-Massot, head of Déesse Voyages, also observes growth in its receptive activity, notably thanks to new markets. Her agency, which operates across a wide territory from Nice to Perpignan and into the Alps, hosts groups and mini-groups in spring and autumn.
« We are receiving increasingly more requests from the United States, the United Kingdom, Spain and Italy », she notes. The professional also highlights a shift in how clients discover the agency. « Some tell us they found us thanks to ChatGPT. » This phenomenon pushes her to improve her SEO, client reviews and external links.
The Leisure Groups Under Pressure
Not all segments, however, experienced the same momentum. In Hauts-de-France, Nicolas Dequéant, president-founder of Septentrion Tours, notes a year broadly similar to the previous one, but tougher for leisure groups.« Group dossiers were slowed down by the war in Iran. Some clients preferred to put their projects on hold, » he explains. Associations and seniors were also sensitive to rising fuel prices. The losses recorded in spring could not always be recovered, even as the order book for 2027 continued to fill.
Heat waves also disrupted activity. Nicolas Dequéant notes last-minute cancellations for excursions aimed at an elderly audience. Some outings were postponed, notably from July to September.
Conversely, the agency observes a more spontaneous international demand, notably from American and Canadian visitors for renting mini-vans to reach battlefields.
« We receive last-minute requests for chauffeur-guided services or cruise stopovers. » Again, ChatGPT appears to play a role in finding providers.
International Markets in Evolution
The difficulties faced by certain foreign clienteles are also noted by Patricia Linot, president of France DMC Alliance and head of Rendez-vous Fontainebleau.
On a network scale, she observes a significant decline in Canadian groups, penalized by diminished purchasing power and the cost of transatlantic flights. Australian school groups have, for their part, postponed their visit to autumn.
American clienteles remain present. « Some receptive operators report more Americans, while Canadians are fewer, » she says. International tensions have led to cancellations or postponements, notably toward autumn or spring 2027.
Fires have also affected the image of certain destinations. In the Southwest, American clients canceled stays after seeing images of the fires widely broadcast in the media. « One must then reassure and explain the real situation on the ground », emphasizes Patricia Linot.
The MICE segment appears to be the most fragile. « There are many requests for quotes, but few verifications. Companies remain cautious in the face of uncertainties and costs. » Receptives therefore spend time negotiating, without always managing to actualize the projects.
On a network scale, she observes a significant decline in Canadian groups, penalized by diminished purchasing power and the cost of transatlantic flights. Australian school groups have, for their part, postponed their visit to autumn.
American clienteles remain present. « Some receptive operators report more Americans, while Canadians are fewer, » she says. International tensions have led to cancellations or postponements, notably toward autumn or spring 2027.
Fires have also affected the image of certain destinations. In the Southwest, American clients canceled stays after seeing images of the fires widely broadcast in the media. « One must then reassure and explain the real situation on the ground », emphasizes Patricia Linot.
The MICE segment appears to be the most fragile. « There are many requests for quotes, but few verifications. Companies remain cautious in the face of uncertainties and costs. » Receptives therefore spend time negotiating, without always managing to actualize the projects.
Selling France More Effectively to the French
For professionals, visibility and networking remain essential. « Participating in IFTM is indispensable to meet new partners and to remind that France is also a market to be developed », says Patricia Linot.
The signing, during the fair, of a partnership between Entreprises du Voyage and ADN Tourisme, aimed at improving knowledge of the France destination among travel agents, is « a very good signal » for Patricia Linot. France DMC Alliance is indeed preparing, with the two entities, « promotional and training actions for travel agents to sell stays with an experience in France to a French clientele that is not used to this ».
A pedagogical effort will therefore be necessary to familiarize French clients with these offerings. While receptive operators contend with an uncertain environment, everyone is already looking toward 2027, with the goal of consolidating their markets, diversifying their clienteles and better highlighting the experiences offered across the territory.
The signing, during the fair, of a partnership between Entreprises du Voyage and ADN Tourisme, aimed at improving knowledge of the France destination among travel agents, is « a very good signal » for Patricia Linot. France DMC Alliance is indeed preparing, with the two entities, « promotional and training actions for travel agents to sell stays with an experience in France to a French clientele that is not used to this ».
A pedagogical effort will therefore be necessary to familiarize French clients with these offerings. While receptive operators contend with an uncertain environment, everyone is already looking toward 2027, with the goal of consolidating their markets, diversifying their clienteles and better highlighting the experiences offered across the territory.
Publié par Céline Eymery 
