Bernie Baldwin

Support for France’s inbound tourism has been bolstered by a new three-year deal.

France’s Tourism Development Agency Atout France, and easyJet unveiled the partnership at the recent World Travel Market in London.

The three-year contract reinforces the partners’ commitment to French tourism and is designed to promote key French destinations to drive traffic from the UK and German markets to France. The pair will create a joint marketing campaign which will be reinforced with intelligence sharing through findings and research.

With a record number of more than 90 million international visitors last year, France took the top spot in 2018 for the most visited country destination in the world. The largest contingent, equating to 14.6% of that total, came from the UK. The 13 million visitors from there was increase of 2.4% over UK visitors in 2017. German visitor numbers increased by more than 4% last year, from 11.8 million to 12.3 million.

The new contract aims both to consolidate and to increase France’s brand and destination awareness in those two core markets and beyond. It will involve a joint spend of approximately €1 million per year.

Previous mutual campaigns between Atout France and easyJet have included Bordeaux and the Nouvelle Aquitaine region, Paris, Nantes and the Pays de la Loire region, Nice-Côte d’Azur, Toulouse and the Occitanie region, and Lyon and the Auvergne-Rhône-Alpes region.

The extended three-year partnership campaign will evolve annually and thereby allow the focus to shift over time to cover various French destinations.