Future of Distribution
In 2024, Tourism Australia undertook a research project to unpack the post-pandemic complexities of tourism distribution.
Markets
Market insights snapshot - France
Learn about market spend and recovery trends, current buyer organisations, and consumer priorities for the France market.
Market trends
- France surpassed expenditure levels of +10 percent compared to last year, and +20 percent compared to pre-covid, with $0.96 bn spent, with Holiday as the main spending and purpose of visit (IVS, YTD Jun24).
- As of November 2024, 112.72k (+12.5 per cent vs. 2023) (against 143.7K in 2019) French residents travelled to Australia. France was in the top 5 most recovered markets from TA's markets at 89 percent recovery.
- The Working Holiday segment has reached record level in France with over 25k applications for first-time Working Holiday visa in Australia in July 2024, and France being the 2nd biggest global market for this visa. This segment is young (18-35 years old, average 25 yo) and book almost exclusively direct online.
Buyer snapshot
- Elux Travel will be attending ATE Luxe for the first time, there are a French Tour Operator mainly B2C and a little B2B, selling destinations all around the world, they are part of Virtuoso, and have 5 physical agencies in France. They have recently acquired La Route des Voyages. They wish to expand their Australia sales and activity in 2025.
- Only For You will be attending ATE Luxe for the first time. They are a French Travel Designer for high-end, custom travels in the off-beaten path. They are part of Traveller Made (Serendipians) and Pure. They sell mainly safaris, but every itinerary is unique. The founder Thierry Cassagnaud and his daughter Lucille (who will be attending ATE) have already travelled in Australia for personal reasons, and they want to find an ITO at ATE to start selling more Australia.
- 10 buyers will be attending ATE from France, 6 standard buyers (and 1 additional buyer) and 4 Luxe buyers (2 new and 2 who have attended previously).
Consumer trends
- 72 percent claim they intend to travel in 2025, with Bangkok and Montreal as long-haul destinations in the top 10 interests for French travellers. They also intend to spend +€260 per person when travelling in 2025 vs. 2024.
- Japan is still a very popular and trendy destination, with +40 per cent of French visitor arrivals in 2024 vs. 2023 and having surpassed pre-covid levels.
- Long-haul destinations have increased in popularity in 2024 and predictions shows that trend will continue in 2025.
- In 2025, French travellers are increasingly choosing multi-destination trips, combining culture and relaxation. There is an increasing popularity for varied and flexible travels (flexible booking conditions).
- Within Australia, French travellers are interested in Australia’s iconic wildlife, world-class beaches and beautiful natural environment. They also choose Australia for its great weather all year round. French travellers are a majority of first timers, they often want to go to the icons (Sydney, Melbourne and Great Ocean Road, Great Barrier Reef and Uluru), however they have good dispersal within states.
