Market – France

The 10 team members based in France work out of our Paris office.

Campaigning and Activation

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	Sandra Bermudez, Marketing Manager / Deputy Director France
Contact LinkedIn	+33 (0)6 21 96 64 88 sandra.bermudez@switzerland.com https://www.linkedin.com/in/sandra-bermudez-1b883417/

	Christophe Ducry, Marketing Manager
Contact LinkedIn	+33 (0)6 72 06 72 50 christophe.ducry@switzerland.com https://www.linkedin.com/in/christophe-ducry-8a8968b6/

	Elena Balzaretti, Intern Marketing
Contact LinkedIn	+33 (0)1 44 51 65 47 elena.balzaretti@switzerland.com https://www.linkedin.com/in/elena-balzaretti-5b92b2142/

Media

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	Luc Berthold, Head of Media and Communications
Contact LinkedIn	+33 (0)6 50 91 25 43 luc.berthold@switzerland.com https://www.linkedin.com/in/luc-berthold-3b575816/

	Letizia Robbiani, Project Manager Media and Communication
Contact LinkedIn	+33 (0)1 44 51 65 45 letizia.robbiani@switzerland.com https://www.linkedin.com/in/letizia-r-7b7522162/

SCIB

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	Franziska Lüthi, Head of SCIB
Contact LinkedIn	+33 (0)6 13 80 75 42 franziska.luthi@switzerland.com https://www.linkedin.com/in/franziska-luthi-a1989326/

	Myriam Turrisi, Project Manager SCIB
Contact LinkedIn	+33 (0)6 51 32 81 95 myriam.turrisi@switzerland.com https://www.linkedin.com/in/myriam-turrisi-4845161a3/

Office Manager

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	Lele Kalamba, Office Manager
Contact LinkedIn	+33 (0)6 76 30 51 78 lele.kalamba@switzerland.com www.linkedin.com/in/carolinepidroni/

Property Manager

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	Laetizia Abdou, Property Manager
Contact LinkedIn	+33 (0)6 89 72 76 89 laetizia.abdou@switzerland.com

• ST market research page –– here
• ST Research Report 2024 –– Download here
• ST TMS 2024 –– Download here

The multi-faceted strategy for 2025 aims to boost Swiss tourism among French travelers by leveraging partnerships, creative content, and strategic collaborations

Key Partner Campaigns: Collaboration with media national media such as Figaro, as well as niche media such as Regal or Le Petit Futé. Some further campaigns for partner regions with ELLE Deco, Fever, Le Monde, Télérama and others, focusing on digital, social media, and print campaigns. Initiatives include video content, digital guides and influencer marketing.

Public Transport Campaign: Partnership with French artist Thylacine, who will create music inspired by Swiss journeys (using trains, boats, and cable cars). A making-of film and music release are scheduled for November 2025.

Influence and Affiliate Marketing: Collaboration with influencers and creatives focusing on Swiss cities, nature, and cultural themes. Thematic campaigns such as „50 Things to Do in Switzerland“ and creative content from illustrators and artists.

The SCIB (Switzerland Convention and Incentive Bureau) employs a multifaceted approach to engage with business professionals and organizations. This includes hosting webinars, distributing newsletters, and running outbrain campaigns to highlight the appeal of Switzerland as a destination for business travel. Regularly published articles on a dedicated B2B blog for event professionals are actively shared on LinkedIn to reach a wider audience. Additionally, eductours and site inspection trips are organized to provide business associations and agencies with first-hand experiences of Switzerland’s exceptional offerings.

Key Media and Key Account Management efforts focus on engaging French audiences through a variety of strategic initiatives. Events will be hosted in major cities such as Paris, Lyon and the South of France to strengthen connections with local markets. Collaborations with prominent travel agencies and partners, including Voyage Privé and Discovery Trains, play a significant role in amplifying Switzerland’s appeal. Additionally, roadshows and workshops will be organized to actively promote Swiss destinations, showcasing their unique offerings to key stakeholders and travelers.

France’s political climate is currently marked by instability. In December 2024, Prime Minister Michel Barnier’s government collapsed following a no-confidence vote, creating uncertainty. Public trust in political institutions is low, with surveys showing widespread disillusionment. Economic challenges are compounding the situation, with France’s services sector continuing to contract. President Macron now faces the task of appointing a new prime minister to restore stability amid this turmoil.

As of January 2025, France’s travel sector is experiencing a mix of positive growth and emerging challenges. The country is poised to welcome a record number of visitors, with projections indicating a 12.1% increase by 2025, reaffirming its status as the world’s top travel destination. This surge is attributed to France’s rich cultural heritage, iconic landmarks, and efficient infrastructure.

However, travelers should be aware of new entry requirements. Starting this year, visitors from visa-exempt countries, including the United States, must obtain electronic travel authorizations before entering France and other EU nations. The EU’s Electronic Travel Information and Authorization System (ETIAS) aims to enhance security but adds an extra step and cost for travelers.

Despite these challenges, France’s tourism sector remains robust, with significant investments in infrastructure and a diverse range of attractions catering to various traveler interests.

As of January 2025, France’s economy is facing some difficulties but shows small signs of improvement. The services sector, which includes things like tourism and retail, is still shrinking slightly, pointing to weak demand and political uncertainty. However, overall business activity has seen a modest uptick, with manufacturing doing a bit better than before.

Growth in the economy is expected to slow to 0.8% this year, but it could pick up to 1.4% by 2026. Prices are stabilizing, with inflation (the rate at which prices increase) expected to drop to 1.9% in 2025 and stay low afterward. However, the government is still spending more than it earns, leading to a budget deficit of 5.3% of the economy and rising public debt. The unemployment rate is also expected to slightly increase to 7.5%, meaning more people could struggle to find jobs.

Switzerland is number 13 in terms of most visited destination by the French people. French people mostly travel to their own country to visit the variety of it. Three quarter still tend to travel by car, especially if they’re not based in Paris (as all the main train lines are centralized in Paris).

Despite the strong inflation in France in the past years, French people don’t reduce vacation frequency or spending (upward trend). Almost half of the French people traveling believes that climate criteria plays an increasingly important role in destination selection. “City breakers”, “cultural explorers“ and „gourmets“ are the most sensitive to the theme of sustainability.

There is a special bond between Switzerland and France with the largest community of French people living abroad are being in Switzerland but also the largest community of Swiss people living abroad being in France. This enables a lot of back and forth trips to visit family and relatives. This type of vacation doesn’t usually generate overnights but is an important part of tourism flow to be considered.

The 2024 French leisure traveler primarily resides in Île-de-France (26%), Auvergne-Rhône-Alpes (22%), and Grand Est (15%), with an average age of 43 years. Most travel in pairs (47%) or small groups of 3-5 (33%), often with partners (66%), friends (26%), or children (23%).

Traveling mainly by car (62%) or train (22%), they prefer hotels (38%), rented apartments (21%), or staying with friends and family (20%). Most visit new destinations (85%), and one-third of trips involve touring multiple locations (33%). They rely on tourism websites (19%), personal networks (17%), and social media (9%) for information, with 8.2% using packaged tours.

Top regions visited include Valais (19%), Vaud (18%), and Bern (13%). Common holiday types are sightseeing, active summer holidays, and city experiences, motivated by mountains (15%), nature (14%), and cities (7%). Activities include walking (61%), gastronomy (41%), and historical site visits (44%). Booking decisions are made 55 days before departure, with bookings often finalized 28 days prior.

Switzerland’s tourism strengths include gastronomy and natural landscapes but faces challenges due to high costs (48%). Competing destinations include Auvergne-Rhône-Alpes (16%), Tyrol (9%), and Lombardy (4%). Relaxation (22%), landscapes (26%), and water activities (28%) also attract visitors.

French people have on average 33 days of vacation per year which makes them the perfect candidates for off-season travel and city trips. 24% of French people who take a vacation to Switzerland have visited in the months of September to November. There is a huge opportunity to position the autumn season in France.

More than half of the French people traveling would be ready to extend their stay if home office is an option in the traveling destination.

Switzerland Tourism France aims to create an emotional connection, making it feel like home for French visitors by leveraging the expertise of its team in selecting smart marketing collaborations. Through inspiring communication, the country seeks to attract new visitors by showcasing unique natural experiences and promoting its „Swisstainable“ offerings. Guests are encouraged to travel better by exploring the diverse experiences Switzerland offers, ranging from adventurous activities to ultimate relaxation.

A special focus is placed on hospitality and gastronomy, particularly during the spring and autumn seasons, to enhance Switzerland’s appeal in the decision-making phase of travelers. Collaborations with public transportation partners are being strengthened to emphasize the convenience and accessibility of direct connections between France and Switzerland.

Efforts are being made to manage visitor flows in Swiss cities by highlighting market-specific interests such as culture, art, design, and architecture. Additionally, Switzerland Tourism France promotes extended stays through „ready-to-book“ itineraries, developed in partnership with travel trade partners, ensuring a memorable and fulfilling experience for every guest.