Trade marketing, French market
Travel trade marketing France: win over the agency networks that still sell trips
France has kept something many markets lost: thousands of travel agencies organised in strong voluntary networks, still driving a meaningful share of bookings. Reaching them requires trade marketing built for that structure.
Why physical distribution still matters in France
French travellers continue to book through agency networks, especially for long-haul and complex itineraries, making trade relationships a direct lever on bookings, not just brand awareness.
Several thousand travel agencies operate across France, organised into voluntary networks and franchise groups. For long-haul, tailor-made or high-value trips, advisors remain trusted intermediaries, which means an under-trained network is a missed distribution channel, whatever your online strategy looks like.
How we activate the trade
We combine in-person formats with scalable digital training, so advisors both meet your destination and retain what they've learned.
- Workshops connecting your destination directly with agency networks
- Roadshows across multiple French cities in a single campaign
- Éductours (familiarisation trips) for high-performing advisors
- E-learning modules to train advisors at scale, with certification
Results from our trade programmes
Trade activation is measured in advisors trained and agencies engaged, not impressions.
- Argentina (VisitArgentina): 25 to 35 travel agencies attending each roadshow date
- GVQ: 178 travel advisors trained
- South Korea × Benelux ("The Masked Traveler", 2024): 194 e-learning enrolments, 255 trade professionals registered
French trade shows worth your calendar
Two events anchor the French travel trade calendar: IFTM Top Resa in Paris every September, and DITEX.
IFTM Top Resa gathers the French travel trade in Paris each September, the reference event to meet agency networks, tour operators and distributors face to face. DITEX complements it with a more intimate, destination-focused format.