Caroline Leboucher CEO of Atout France and Francois Bacchetta easyJets regional general manager for France and Italy at WTM 2019

WTM news: Atout France and easyJet sign three-year promotion partnership

Caroline Leboucher, CEO of Atout France, the French tourism board, and Francois Bacchetta, easyJet’s regional general manager for France and Italy, signed a new three-year contract at WTM this week.

This is a continuation of the collaboration between Atout France and easyJet which was established in 2017.

The UK remains the main tourism market for France, representing 14.6% of the 13 million international visitors in 2018, an increase of 2.4% over 2017. The British market is followed by Germany, whose visits increased by more than 4% from 11.8 million to 12.3 million.

With the UK and Germany being two inbound primary markets for France, the contract aims to increase France’s brand and destination awareness in these markets. It aims to promote the accessibility of strategic destinations in France and boost local economies. 

The partnership will involve marketing campaigns and collaborative social media, as well as prioritising research through shared knowledge and a global analysis of economic and tourism data, including visitor traffic from the UK and Germany.

Previous campaigns between Atout France and easyJet have included Bordeaux and the Nouvelle Aquitaine region, Paris, Nantes and the Pays de la Loire region, Nice-Côte d’Azur, Toulouse and the Occitanie region, and Lyon and the Auvergne-Rhône-Alpes region. The extended three-year partnership is expected to evolve annually and focus on a wide range of French destinations.


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