A first assessment of tourism activity that is on the up …
After a record year in terms of tourist numbers in 2018, reinforced by an attractive calendar of events and a renewed offering, 2019 started with mixed results (with occupancy rates between 66.3% and 75.2%), particularly in the first quarter. Easter and the launch of the season made it possible to optimize occupancy rates at around a comfortable 83% in April.
Focus on 'FIFA Women's World Cup': major events boost tourist attendance
Launched on 7 June at Parc des Princes, the sporting competition lived up to expectations. Additional arrivals of foreign tourists are thus directly attributable to the event.
Foreign delegations from Asia (84,051 arrivals), Oceania (26,047), Africa (46,504) and North America (10,386) came to support their teams at matches, throughout France. The occupancy rate in Paris rose to 94.2% on 7 June for the inaugural match and the Paris FIFA Fan Experience Village welcomed more than 100,000 visitors.
Throughout the competition, Paris remained the gateway to the destination for many visitors, who came both for their love of sport and for sightseeing.
This shows that Paris remains a key destination for major events, attracting new audiences – like at the Gay Games in August 2018 – and soon with the holding of the grand final of the 2019 ‘League of Legends’ World Championship and the NBA Paris Game 2020.
These major unifying events and the fervour linked to the Women's World Cup have an important impact on a family audience – a public that the Paris Convention and Visitor’s Bureau wishes to attract.
This summer, Paris campaigns for families and encourages visitors to …
‘Discover one of the loveliest villages in France!’
This is the promise of the marketing campaign ‘Family’, launched by the Paris Tourist Office and signed Paris je t’aime.
To attract families, from France and abroad, Paris is highlighting the wealth of attractions that will appeal to these visitors and is unveiling some of its most unexpected facets.
A green city par excellence, with more than 400 parks and gardens, Paris is also the most wooded city in Europe, ideal for visitors wanting to walk around the capital in a green setting ‘Paris Nature’. From great outdoor programmes under the night sky to water activities at the Bassin de la Villette, and a diverse offering for every generation, all the family will find something to satisfy their desires.
But 'Paris, a Family Destination’ also means making Paris accessible to as many people as possible ... Free national museums for people under 26, reduced transport fares, a unique richness and culinary diversity, attractive accommodation deals from tourism professionals, such as Novotel or Citadines that give pride of place to children.
Another way of seeing the capital is through the Paris of adventure. Offering visitors new tourist experiences, for those curious to discover a whole new Paris. Opportunities such as discovering the open-air street art ‘gallery in the 13th arrondissement, touring Paris in an authentic side-car, enjoying new ephemeral places for going out, such as the Marché Pop Paris 12 or the Jardin de la petite Halle (19th) as well as problem solving during one of the many escape games in the capital, discovering prestigious places such as the Palais Garnier opera house or the Invalides or being awed by the more and more virtual reality experiences on offer such as the PSG Experience or Illucity.
All of these are major assets that make Paris a perfect city for families.
Corinne Menegaux, Managing Director of the Paris Convention and Visitors Bureau ‘With this original campaign, our objective is to promote all aspects of the city's attractiveness for families. The capital is an ideal destination, especially for short breaks, with lots to discover and accessible to all thanks to the mobilization of Parisian tourism stakeholders.’
The marketing campaign ‘Paris, a Family Destination’ comprises:
A campaign with content on parisinfo.com
relayed by 1 poster campaign in TGV stations Lyon / Marseille / Bordeaux /Nantes / Montpellier
1 emailing campaign on Travelzoo in partnership with Citadines and Novotel