Destination France brings its joie de vivre to Toronto

Joie de vivre was the theme of the night as the annual Destination France travel trade show arrived in Toronto’s Old Mill last night.

Close to thirty suppliers and representatives from all over France and its overseas territories mingled with travel agents at the event, while Atout France and Air France executives also took the opportunity to highlight their success last year and look forward to some of the important events that await in 2017.

Mélanie Paul-Hus, interim director – Canada, Atout France, hailed the continued success of the Tourism Recovery Plan, bolstered by its #MadeIn social media campaign aimed at restoring the confidence of foreign travellers following the Paris terror attacks near the end of 2015. She noted that the number of overnight stays by foreign tourists had increased in the last quarter of 2016 compared with the same time the previous year, while 2017 is already off to a positive start: January’s international arrivals were up from the same month last year.

Diane Audet, communications manager, Air France-KLM, Canada, described the event’s theme as the perfect fit for the sense of optimism pervading France’s tourism industry. She highlighted the importance of the Canadian market to the company, noting that its flights from Canada – which operate year-round from Montreal, Toronto and Vancouver – departed up to 33 times a week during the busy summer months.

Audet also used the occasion to announce that, from March 1 through February 2018, Air France’s Business cabin would feature new dishes created by Michelin-starred chef Daniel Boulud. Customers flying in the business cabin on flights from Toronto, Vancouver and Montreal will be offered new dishes each month, including salmon with fennel, chickpea and sumac; braised chicken basquaise with chorizo, peppers and saffron rice; and braised lamb with spring root vegetables.

Catherine Lafrasse, press manager, Atout France, described 2017 as a significant year for tourism in France. Marseille will assume centre stage as the European Capital of Sport this year, while Le Havre will also feature prominently as it celebrates its milestone 500th anniversary, launching in May. Another landmark year will be toasted by Disneyland Paris, whose 25th birthday arrives in 2017.

Other important events in 2017 will include the first flight of Air France’s new Boeing 787 Dreamliner to Montreal in May, in addition to a new Air Canada Rouge seasonal route between Montreal and Marseille. The year will also see the renovation or reopening of a host of luxury hotels, including the Hyatt Regency Paris Étoile, Hôtel Lutétia, Hôtel de Crillon, and Le Café de l’Homme.

Suppliers and representatives alike returned continually to the event’s theme to showcase the vibrancy and colour of life in France. “We want to carry the message joie de vivre – to enjoy life, and ideally enjoy life in France,” Paul-Hus told PAX. “We want to encourage people and tell them that France is still a joyful and beautiful country, and that people should still visit in 2017.”

Winners of the 2017 France Product of the Year and Paris City of Light Product of the Year awards

France Product of the Year: Jean Martel, sales director, Group Voyages Quebec and Mike Kearney, Planet France

Paris City of Light Product of the Year: Anne-Marie Dorion, business development manager, Vacances Air Transat and Stephanie Bishop, managing director - Canada, Globus