France returned with a strong presence once again at the 14th annual IMM in London, with 28 French brand partners building new connections and strengthening their relationships with the UK media. Organised by TravMedia, IMM is the world’s leading press networking event in the tourism sector and was held on 9 and 10 March 2026 at the QEII Centre, Westminster.
Between them, the French delegation held close to 1,000 one-to-one meetings during the two-day event, presenting their latest news in a dedicated ‘France Zone’ hosted by Atout France. The event united 28 French brands with over 300 travel journalists and content creators, sparking lively conversations and a shared enthusiasm for France.
In addition to holding individual meetings, partners were able to attend the third TravMedia Summit, entitled ‘Travel’s Brave New World: The Revolution Reshaping Media and Communication’. We heard from keynote speaker Richard Quest, CNN International’s News Anchor, followed by four panel discussions involving travel editors, freelance journalists, content creators, a PR specialist and an AI expert. The audience gained valuable insights into the ever-growing impact of AI on the communications sector and how to maximise visibility on generative AI platforms. The overarching message delivered by the speakers was the importance of human-led, real voices and first-person angles in the age of AI.
Recently published figures have revealed that France remained the world’s most visited destination in 2025, welcoming 102 million international visitors (+2 million from 2024) and a record €77.5 billion in international revenue (+9% from 2024). This record performance in 2025 follows on from a positive year for France in 2024, marked by the Olympic and Paralympic Games and the reopening of Notre-Dame de Paris. As France maintains its leading position, it continues to reaffirm its ambition to reach €100 billion in tourism revenue and be the leading destination for sustainable tourism by 2030. (Sources: INSEE, Atout France, Banque de France)
The following French brands were present at IMM:
Aix-en-Provence – Annecy Mountains – Antibes Juan-les-Pins – Avignon Tourisme – Brittany Tourism – Destination Luberon – Destination Orléans Loire Valley – Dijon Bourgogne Tourisme & Congrès – Explore France – Explore Savoie – Haute-Savoie Mont-Blanc – Hello Lille – Le Voyage à Nantes – Loire Valley – Marseille Tourist Office – Montpellier Méditerranée Tourisme – Nice Côte d’Azur Tourism – Normandy Tourism – Office du Tourisme de Carnac – OnlyLyon Tourisme et Congrès – Pas-de-Calais Tourism – Puy-de-Dôme, l’Auvergne des Volcans – Tarn Tourism – Tarn & Garonne Tourism – Toulouse en Haute-Garonne – Vallée de la Gastronomie – France® – Vaucluse Provence Tourism
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