Suppliers and partners from the Provence-Alpes-Côte d'Azur recently hosted a roadshow to promote the provincial region. Pictured: Place Massena, the famous square in Côte d'Azur. Photo Credit: Adobe Stock/bbsferrari
As travel patterns evolve post-pandemic, France's regional destinations are emerging from Paris's shadow to capture the attention of Asian MICE planners. While the City of Light remains France's premier draw, destinations like Provence are positioning themselves as authentic alternatives for corporate groups seeking deeper cultural immersion.
"The southern region is one of the most beautiful parts of France, where you can really feel French authenticity, rather than Paris itself," said Teoh Chu Sheng, senior product manager at ASA Holidays, speaking to M&C Asia at the destination workshop organised by Provence-Alpes-Cote-d’Azur regional tourism board in Singapore. “Asian travellers tend to look for sightseeing opportunities, they like historical places – and of course good food, French cuisine is very popular.”
These regional destinations tend to attract more intimate groups, with Teoh noting that "most of the time, the groups are small – about 10 to 12 pax – which is perfect for places like these."
This shift comes as experienced travellers seek fresh experiences beyond traditional tourist circuits, and Asian corporate groups have indicated an increasing preference for experiential travel over packed itineraries.
Suppliers and partners from the Provence-Alpes-Côte d'Azur recently hosted a roadshow to promote the provincial region. Photo Credit: Natalie ChewDMCs adapt offerings for Asian tastes
It’s also a new experience for regional cities to be reaching out to Asian markets. “We mainly work with Americans and Brazilians, so Asia is a new market for us,” admitted Mélanie Bocatti Vieira, incoming department director at Ala Francaise. “We’re looking to develop more activity in Asia; we used to work with agencies in Asia before Covid, but since the pandemic we haven’t seen as much activity.”
These days, agencies and DMCs have to accommodate stronger demand for immersive activities, which come in the form of more customised, authentic experiences, says Vieira: "We offer cooking lessons in the morning, continued by wine tasting in the afternoon, and we offer different products for different regions of France. People also really enjoy truffle hunting and making their own cosmetic products.”
Chen Xiaoyu, leisure development manager at the Nice Côte d'Azur Metropolitan Convention & Visitors Bureau, agrees. “Asian groups come to Nice because they want to experience the French and Mediterranean lifestyle, such as gastronomy, the vineyards, the shopping. At this moment, we’re seeing more interest from markets in Asia such as Singapore, Hong Kong, Taiwan, and South Korea.”
Improved connections boost regional appeal
Infrastructure has also played a crucial role in this regional expansion. Kelly Thong, senior account manager at Air France, shares that Charles de Gaulle Airport serves as a gateway to over 20 French cities through rail and domestic flight connections, making regional destinations increasingly accessible to international groups.
However, challenges remain in promoting these alternatives to Asian markets. "When you talk about France, the impression they always have is of Paris. They’re not as aware of other cities, and although destinations like Provence are beautiful, they’re challenges because the materialisation rate is very slim." Teoh said.