An aerialist unfurled her LED-lit fairy wings as she dangled from the top of Grand Hotel-Dieu, Lyon, France’s historic home of restaurants, shopping and a convention center.
We soon found ourselves in a courtyard, watching a choreographed dance performance, complete with a live DJ and food carts dishing out everything from chocolate crepes to butternut squash paninis. And just what did we stumble upon upstairs? Gooey, smoked raclette, a live band and winemakers proudly pouring the fruits of their labor. Without question, Atout France’s official Rendez-vous en France reception had all the markings of an unforgettable evening, one embodying discovery, curiosity and whimsy.
Discovery was an underlying theme of Atout France’s 18th-annual trade show, Rendez-vous en France. Held in Lyon, in partnership with OnlyLyon Tourisme et Congres and Auvergne-Rhone-Alpes Tourisme, the event welcomed 1,950 tourism professionals and facilitated a staggering 28,144 scheduled business appointments. In addition to networking opportunities at the Musee des Confluences and Grand Hotel-Dieu, attendees were invited to take part in one of 53 fam tours within the Auvergne-Rhone-Alpes region, including ski trips to Alpe d’Huez and wine tastings at Beaujolais chateaux.
“This year’s Rendez-vous en France was significant because it marked a powerful reaffirmation of France’s leadership in global tourism,” said Tiana Gamez, deputy director of Atout France USA. “The 2024 Olympic and Paralympic Games shed such a big spotlight on France as a tourism destination, that everyone is still riding the wave of excitement. We are proudly continuing to showcase its legacy by highlighting the iconic sites that visitors are able to experience. At a time when travelers are seeking more meaningful, immersive journeys, Rendez-vous en France was a vital opportunity for us to demonstrate our commitment to diversity, creativity and sustainability to our U.S. buyers.”
Rendez-vous en France welcomed 1,950 tourism professionals.
Credit: 2025 Cédric Helsly – Atout FranceThe Legacy of the 2024 Olympic and Paralympic Games
The impact and legacy of the 2024 Olympic and Paralympic Games in France was a major talking point throughout the trade show — and for good reason. The event generated significant exposure and media coverage, with more than 5 billion viewers and 12 million tickets sold. It also showcased France's culture, heritage and quality of life, further enhancing the country’s image as a tourist destination. With events and ceremonies held at iconic landmarks — from the Seine River to the Eiffel Tower — France positioned itself as a destination that can seamlessly blend historical heritage with modern life.
“Last year was historic for the Paris region,” said Christophe Decloux, chief executive director of Choose Paris Region of Comite Regional du Tourisme Paris Ile-de-France. “The Olympic and Paralympic Games of Paris 2024 were much more than a sporting event. They were a catalyst of moments of global visibility, an accelerator of transformation and a unique opportunity to showcase our destination to the world.”
Our goal is clear, and we're committed to diversifying our tourism offering across the whole region, promoting lesser-known areas to better balance business flow; supporting business travel events; and reinforcing the Paris region's image as a vibrant, sustainable and welcoming destination all year long.
In 2024, the Paris region saw a 2% increase in visitor numbers to 48.7 million. At the same time, tourism spending rose to approximately $26.5 billion, an 8% increase from the previous year. This was driven by greater international visitation, especially from North America, Asia and South America. In fact, Paris welcomed 2.7 million U.S. visitors last year, an uptick of 3%.
“But beyond the numbers, what stands out is the quality of our visitor experience,” Decloux said. “Our goal is clear, and we're committed to diversifying our tourism offering across the whole region, promoting lesser-known areas to better balance business flow; supporting business travel events; and reinforcing the Paris region's image as a vibrant, sustainable and welcoming destination all year long.”
Tourism officials shared visitor statistics during Rendez-vous en France.
Credit: 2025 Cédric Helsly – Atout FranceVisiting France in 2025
Much has changed on the U.S. political front since the 2024 Paris Games. With escalating trade tensions, a looming recession and a cooling relationship between the U.S. and Europe, will U.S. travelers be less likely to visit France this year? Moreover, might clients put a pin in their plans, worrying about how they may be perceived or treated by locals?
Recent data suggests otherwise. The legacy of the 2024 Games is expected to continue driving growth in 2025 and beyond. According to newly released data from ForwardKeys, in the first three months of 2025, international air arrivals to France have increased by 10% over the same period last year. The U.S. market, specifically, saw an increase of 15%.
There is a strong sentiment between our two countries, and there is no reason to have any fears when it comes to visiting.
“The American market is very important to us,” said Sophie Mandrillon, marketing and partnerships director at Atout France. “It was the fourth-largest market in France last year, and a lot of French destinations are expecting American tourists to be back and to stay in France. There is a strong sentiment between our two countries, and there is no reason to have any fears when it comes to visiting. We are watching really closely to what is happening in America because it can have an impact on the economy, but we don’t see red flags for the moment.”
What’s New in France
The year ahead has much in store for both repeat U.S. travelers and first-timers interested in France’s cultural heritage. For instance, Notre-Dame Cathedral has been painstakingly restored to its former glory and, nine years after its tragic fire, has reopened its doors to the public.
According to Sybille Bellamy Brown, the head of public management for Notre-Dame, the cathedral has welcomed as many as 30,000 visitors per day since reopening in December 2024. To ensure a smooth visit and reserve tickets, travel advisors should consult the attraction’s dedicated app. The app also offers clients three different guided tours in English.
Other celebrations and themed programming to look forward to this year include the 150th anniversary of the Opera Garnier in Paris, a millennium of history in the port city of Caen and Cezanne 2025 in Aix-en-Provence — a year-long tribute to French Impressionist Paul Cezanne.
A Commitment to Responsible Tourism
With a significant year-over-year uptick in international visitors and renewed interest in the destination, sustainable tourism has become increasingly important. France is aggressively pursuing its goal to become the world’s leading sustainable event destination by 2030. Last year’s Olympic Games were a case in point, resulting in a 54.6% carbon footprint reduction, compared with the average at the Summer Olympic and Paralympic Games in London (2012) and Rio (2016).
This commitment to responsible tourism is underscored by the widespread adoption of standards such as ISO 20121 (an international standard for event management) and initiatives including the Cleo Carbone program, with French cities such as Bordeaux leading in global sustainability rankings. Through adherence to global standards and strategic investments, France seeks to establish its event sector as a benchmark for responsible and integrated operations worldwide.
Rendez-vous en France Heads to the French Riviera
Next year’s Rendez-vous en France will be held in Nice, from March 31 to April 2. The event is expected to draw an international crowd of tour operators, travel agencies, tourism destination officials and regional delegates.
“We’re thrilled that Nice will host next year’s Rendez-vous en France,” said Gamez of Atout France. “[Attendees] will have the opportunity to experience it all, with highlights including art, culture, wellness and sustainable travel. As a UNESCO World Heritage Site, Nice is not only visually captivating, but also strategically positioned as a gateway to both Provence and the Southern Alps — offering a fresh perspective on Southern France. We’ll curate immersive pre-tours that will invite agents to discover the region’s rich, layered identity.”
