Atout France’s Asia Pacific director Dominique Maulin has a clear mission for Australia this year – to build on surging demand and show the trade that there’s far more to sell than the postcard icons.
“It’s amazing the numbers of Australians who are coming to France,” she said mentioning partners such as Air France, Rail Europe and AmaWaterways which are helping drive traffic. But it’s not just the Northern Hemisphere that she is promoting. There are islands and there is art.
“We also have some very nice destinations, close destinations, Tahiti and the islands, and also New Caledonia, which is a big project this year,” she revealed. “In collaboration with New Caledonia Tourism, we want to put New Caledonia on the top of the next destination list for Australians and also New Zealanders.”
Also making an impression will be the celebrations surrounding one of France’s most celebrated artists.
“The big anniversary we have this year is 150th anniversary of the passing of Claude Monet. So the major celebration will be in Musee d’Orsay our famous impressionism museum in Paris,” she said.
“Monet was really inspired by Normandy, so we will have lots of exhibitions between Normandy and Paris about Monet, about this Impressionism Movement in France.”
Tour de force
The timing couldn’t be better. France is also riding a wave of renewed interest from the Australian market following the global spotlight of the 2024 Paris Olympic Games and the enduring broadcast power of events such as the Tour de France.
“We are very excited about the Australian market, because I think impact of the Olympic Games and all the medals and all the athletes and all the broadcast we had was fantastic,” she said. The Games was followed by a surge in tourism, up 13 per cent in 2025, with the biggest boost during July and August, which was up to 30 per cent.
Connectivity is also fuelling growth. Maulin pointed to the importance of non-stop access and expanded one-stop options via the Middle East and Asia.
“I think the Qantas flight, first direct flight to Paris is important and is working,” she said, noting additional capacity from other carriers including Emirates, Qatar Airways and Etihad Airways, as well as renewed services from Malaysia Airlines. “And then, of course, the last but not least, is our favourite airline, Air France, which is going to put a plane with first class… from Singapore to France.”
Beyond access, it’s the maturity of the Australian traveller that excites Maulin most.
“Australians are so mature, so we can see that going almost everywhere. They know France. They are repeat visitors to France,” she said. From the châteaux and gastronomy of Dordogne to Burgundy, Brittany and Normandy, Aussies are seeking depth over bucket lists.
“They are very driven by gastronomy and winery and sour fair… visiting the boutiques, artisan, really local people.”
River cruising is proving a powerful attraction.
“We have also very interesting barging and cruising,” Maulin said. “It’s also another way to discover France and discover new towns, new villages, without the difficulties of the luggage and the transportation.”
Fast-growing segments
While romance remains synonymous with Paris and the islands of Tahiti, Maulin says families dominate.
“It’s always been family oriented,” she said, adding that women’s groups and millennials are a fast-growing segment seeking independent, experience-led itineraries.
For those looking beyond the obvious, she nominates Arles in Provence for its artistic light, the Atlantic’s towering Dune du Pilat, and island escapes such as Île de Noirmoutier. With the 2030 Winter Olympic Games on the horizon, alpine regions near Nice will also come into focus.
For Maulin, the message to the Australian trade is simple: France is ready to share more.
“We can share more possibilities than before,” she said.
Go to www.france.fr/en/ for more details.
