“It's going to be exceptional”: France promotes 2030 Games, names product of the year at roadshow

If you're wondering what France will be up to in the coming years, look to the mountains.

In 2030, the French Alps will host the Olympic and Paralympic Winter Games.

Branded as French Alps 2030, or Alpes 2030, the event from February 1-17, and then from March 1-10, is expected to combine world-class sports with French culture, gastronomy and, of course, the beauty of France’s Alpine regions.

“We've just started the promotion, but it's going to grow bigger and bigger,” said Melanie Paul-Hus, director for Canada at Atout France, France’s tourism development agency, speaking to PAX in Toronto Tuesday night (March 10).

The games will take a multi-region approach, spanning from the mountains in Auvergne-Rhône-Alpes to the Côte d'Azur (the French Riviera).

“It's going to be exceptional,” Paul-Hus said, later noting how the games are expected to leave a long-lasting legacy in France, modernizing local infrastructure, improving accessibility while boosting France’s international appeal.

France’s high on sports isn’t coming down. The country is still basking in the glow of hosting the successful 2024 Summer Olympics, also known as Paris 2024, Paul-Hus said.

The challenge will be to deliver a similarly world-class experience in the Alps.

“I think the expectations are very high,” said Paul-Hus. “But it’s good to have high standards and be excellent once again. It’s a real thrill.”

Destination France

The winter games were just one of many subjects swirling the conference rooms of downtown Toronto’s Novotel Centre, where Atout France welcomed some 60 travel advisors to Destination France, an annual roadshow featuring 31 French and local exhibitors, from airlines and cruise lines to tourism boards and hotels to DMCs and local attractions.

The event, with stops in Vancouver, Montreal and — for the first time — Halifax, gives the trade an opportunity to secure valuable face time with some of France’s leading suppliers, who “really want to do business with advisors,” Paul-Hus said,

This year’s edition, sponsored by Air France, welcomed some newcomers, such as tourism officials from Reunion Island, a French overseas department located in the Indian Ocean east of Madagascar.

“It’s a bucket-list destination,” Paul-Hus remarked. “It’s good for travel advisors who have clients that have seen it all.”

The “Le Grand Tour” was also spotted on the floor of the trade show. This is a luxurious train ride in France that will launch in summer 2027.

There were also several returning delegates, including Occitanie AD’OCC, Montpellier, Martinique, and Normandy tourism, alongside familiar local partners such as Air Canada, Air Canada Vacations, and Air Transat.

The event later shifted from a trade show to a cocktail party (sponsored by Air Canada), bathed in red, white, and blue lights (in honour of the French flag), featuring a fun photo booth that layered French backdrops into the pictures.

This was a nod to France celebrating its 200th anniversary of photography, a story rooted in Burgundy, where Nicéphore Niépce created the first permanently fixed photographic image between 1826 and 1827.

Impact of global conflicts 

Destination France comes as the country welcomed 102 million international visitors to France in 2025 (two million more than 2024) and aims to generate €100 billion in tourism revenue by 2030.

Paul-Hus said that France’s arrivals to Canada have returned to pre-pandemic 2019 levels, while noting modern trends such as growing interest in shoulder-season travel and longer stays.

Some of the newest air connections between Canada and France are routes to Nantes, an artsy city in the Upper Brittany region of western France.

Air Canada has expanded there with a flight from Montreal, while Air Transat is linked from Quebec City.

The French Caribbean is also enjoying new connectivity, such as Air Canada’s recently-launched flight from Toronto to Guadeloupe.

Is France likely to continue benefiting from the trend of Canadians choosing international destinations over the United States?

“Definitely,” said Paul-Hus, forecasting a seven to ten per cent increase in visitor numbers due to Canada’s trade tensions with the U.S.

The true outcome of the trend has yet to be seen, however, as U.S. President Donald Trump’s tariffs were only introduced one year ago.

“Some people take big trips once every two years,” Paul-Hus said. “It will be a few years until we see the true results [of the trend].”

Global events—from Cuba’s fuel crisis to war in the Middle East—are also influencing tourism in France, Paul-Hus said.

“We can guess that people who wanted to travel [to Dubai] for shopping, for example, will probably choose Paris,” she said.

School trips from Canada that were set to take place in the U.S. may also shift to France, unlocking new business opportunities, she added.

Still, in the broader context, international conflicts can be detrimental to tourism.

“We hope for a quick resolve of these problems because people aren’t into travelling if they have anxiety over geopolitics,” Paul-Hus said.

Even amid Canada’s ongoing trade dispute with the U.S., sentiment could be affected.

“It affects people who are 65 years and older – some have become reluctant to travel outside of Canada in general. That's what surveys show. So, it’s a real concern,” Paul-Hus said. “We hope people aren’t afraid to visit France.”

Paul-Hus reiterated that message in her opening remarks to delegates at Destination France.

“Choosing France can bring you and your clients peace of mind,” she said. “Everywhere in France, Canadians are welcomed and [treated] like family.”

Product of the Year

The following partners participate in this year’s Destination France roadshow: Côte d’Azur France, Occitanie AD’OCC, Hautes-Pyrénées, Normandie Tourisme, Comité du tourisme Martiniquais, Guadeloupe Islands, Reunion Island, Saint Martin, Honfleur, inDeauville, Dijon, Antibes-Juan-Les-Pins, Toulouse Haute Garonne, Montpellier, Carcassonne, Perpignan, Avignon, Marseille, Get to France, Touren Service France, Sodexo Live!, Mélia Hotels International, Fabulous Hotel, Paris Marriott Champs Elysées, Croisieurope, Air Canada, Air Canada Vacations, Air Transat, FrenchBee.

The Toronto stop also announced the winner of Destination France’s “Product of the Year,” which was chosen by advisors through an online vote.

The winning company was Kensington Tours for its 10 day-cruise of Northern France Gems: Castles and Coastlines, visiting Paris, Cheverny, Dinard, Honfleur.

“This immersive journey through northern France invites travellers to engage deeply with the country’s heritage while supporting regional communities along the way. tour and painting workshop led by a local artist,” Atout France said in a statement. 

Air Transat sponsored the prize, which was a round-trip economy class ticket for one. Amanda Wells, director product, for Kensington Tours, was there to accept the award.

Several door prizes were also won by travel agents, including a stay in Occitanie in four-star hotels with visits, an Air Canada ticket to France, a CroisiEurope river cruise and hotels stays.

Finally, to celebrate participation in Atout France’s France Connaisseur online training program, two travel consultants were rewarded for their commitment to learning: Cristabel Sundram of Huntington Travel and Brigitte Krasner of Zebrano Travel.

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