April 15, 2025 | By Anita Jain Shah

Lyon was the place to be this week for anyone in the travel industry. The 18th edition of Rendez-vous en France, France’s biggest B2B tourism trade show, wrapped up on April 2, bringing together 800+ international tour operators from 70 countries and 600+ French exhibitors at the Halle Tony Garnier. The buzz? Sustainability, next-gen travel experiences, and why France remains the ultimate travel destination.

This year’s event was significant not only for the global tourism community but also for the growing Indian travel market. With 32 Indian travel agents and operators in attendance, this marked the biggest Indian contingent to ever attend Rendez-vous en France, signaling the increasing interest and potential of France as a destination for Indian travellers.

Sustainable Travel Takes Center Stage
From Paris to Provence, Mont Blanc to Marseille, France is doubling down on sustainable tourism. This year’s event wasn’t just about selling destinations—it was about redefining the travel experience in a way that doesn’t overwhelm cities or damage the environment. Tour operators got a firsthand look at how France is reshaping tourism to be more eco-conscious, with a major push for low-impact experiences, responsible tourism, and off-the-beaten-path adventures.

There were talks about managing tourist flows—because let’s be real, no one wants another overcrowded Eiffel Tower situation—and promoting year-round tourism to spread visitors beyond just peak summer months. Think winter vineyard tours, Alpine retreats beyond skiing, and alternative city escapes like Lille and Nantes. For Indian travel agents, the focus on sustainability aligns perfectly with the growing demand for eco-conscious travel among the country’s luxury and niche travellers.

French Destinations Go All Out
Ahead of the main event, 400 tour operators went on 50+ educational tours across France. These weren’t your average sightseeing trips—operators got to test-drive new immersive experiences, from truffle hunting in the Dordogne to private château sleepovers in the Loire Valley. The goal? To showcase that France isn’t just about Paris, Nice, and the Côte d’Azur—it’s about hidden villages, wild landscapes, and hyper-local experiences that today’s travellers crave.

Lyon, the host city, was the perfect backdrop for all this. It’s a foodie capital, a UNESCO World Heritage Site, and a sustainability leader. The city rolled out its bike-friendly streets, innovative green hotels, and carbon-neutral tourism plans, making it clear that France is all-in on the eco-friendly travel movement. This is something Indian tour operators are taking back to their clients who are increasingly seeking authentic and sustainable travel experiences.

India’s Influence on the French Tourism Landscape
India’s presence at Rendez-vous en France 2025 was a clear indicator of how significant the Indian market has become for French tourism. With Indian travellers increasingly seeking luxury, cultural, and experiential holidays, destinations like Paris, the French Alps, and even rural France are gaining traction. The event served as a reminder that France must continue to innovate to meet the evolving tastes of Indian tourists, who are now seeking more immersive and bespoke experiences.

Tourism Means Big Business
Let’s talk numbers. France remains the most-visited country on the planet, and in 2024, it pulled in nearly 100 million international arrivals and tourism revenues between €70-71 billion. That’s a huge deal. Events like Rendez-vous en France aren’t just networking get-togethers; they directly shape how tour operators market and sell France to the world. For Indian operators, this means more opportunities to tailor unique packages and itineraries that cater to the increasing desire for high-end, customised travel.

For travel professionals, it’s about getting insider access—meeting boutique hoteliers, discovering new tour operators, and locking in exclusive partnerships. For France, it’s a way to secure its spot as the world’s top travel destination while also making sure that mass tourism doesn’t ruin what makes the country so special.

What’s Next?
The event wrapped with an announcement: Nice will host Rendez-vous en France 2026. Expect an even bigger focus on coastal tourism, luxury travel, and Riviera experiences—but also conversations about how to preserve iconic spots like the French Riviera from over-tourism.

For now, though, the takeaway from Lyon is clear: France is evolving, and so is the way the world experiences it. Whether it’s a castle stay, a sustainable city break, or a wild countryside escape, the future of French tourism is looking très magnifique—and for Indian travellers, it’s an opportunity to explore France in a new and exciting way.

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