With international tourism picking up again, Visit Paris Region and its partners are stepping up their efforts to attract visitors from Asia and the Middle East, strategic markets with strong potential for Paris Region.

Saudi Arabia, the main market in the Gulf countries

Visit Paris Region conducted a strategic mission to Riyadh, taking advantage of Air France's launch of a direct flight between Riyadh and Paris. Saudi Arabia now accounts for nearly 30% of tourism expenditure by Gulf countries in Paris and its region, representing 137 million euros for 472,000 overnight stays.

During this mission, which took place from April 23 to 27, 2025:

• Reception at the French Embassy: in the presence of the Ambassador and representatives of Atout France.
• Presentation of the destination: tailored to the specific expectations of Saudi customers (family trips, leisure stays, shopping, exploring museums and monuments).
• Workshop and business meetings: to strengthen ties with tour operators and travel agencies.
• After the mission, participation in Atout France's Marhaba workshop in Dubai: two days of meetings with 150 buyers from the Middle East.

Christophe Decloux, Deputy Director General of Choose Paris Region, spoke at the ambassador's residence, highlighting key figures relating to Saudi customers in his speech: "In 2024, we welcomed 95,000 Saudi tourists, who generated more than 472,000 overnight stays and contributed 137 million euros to tourism expenditure. This represents nearly 30% of all tourism expenditure by GCC countries in our region. Saudi travelers are unique in many ways – and we appreciate them greatly."

• 51% come with their families, often for stays of 4 to 7 nights,
• 54% come to enjoy our theme parks,
• 91% explore our world-renowned museums, monuments, and historic sites,
• And, of course, 51% enjoy the legendary shopping scene in Paris Region.

Maud Brunet, in charge of development in the Middle East for Les Galeries Lafayette, looks back on her participation"This mission to Riyadh, led by Choose Paris Region, allowed us to confirm the loyalty of Saudi customers to Galeries Lafayette, for whom shopping remains an essential part of their stay. It also revealed the active curiosity and commitment of industry professionals, who are constantly seeking innovation and excellence in hospitality. Continuous dialogue with these stakeholders strengthens a lasting relationship of trust, which allows us to respond effectively to their constant demand for personalized services and exclusive experiences."

An intense week in Japan and South Korea from June 2 to 7, 2025

In East Asia, a delegation of 10 partners from Paris Region came together for a promotional mission to Tokyo and Seoul. The objective is to enhance visibility for Paris and its region among travel professionals in two markets that are still lagging behind 2019 levels but offer strong potential thanks to a loyal and demanding clientele.

Jean-Charles de Vogué, owner and commercial director of the Château de Vaux-le-Vicomte, who took part in the mission, emphasized that "the Japanese and Korean markets represent a strategic opportunity for the Château de Vaux-le-Vicomte.” These markets naturally complement our traditional visitor bases, such as the United States and European countries. Japanese and Korean visitors stand out for their cultural curiosity, their deep attachment to French heritage, and their fascination with the French way of life. All these factors make Vaux-le-Vicomte an ideal destination“ (...) ”Strengthening ties with Japanese and Korean tour operators therefore means responding to strong demand from these markets while intelligently diversifying our tourist numbers.."

On the program:

• Seminar and workshop in Tokyo : meetings with over 60 Japanese professionals and 200 targeted appointments to showcase the destination's assets.
• VIP sessions in Seoul : meetings with decision-makers from leading Korean travel agencies, followed by a workshop bringing together more than 50 buyers.
• Canvassing and networking: building lasting relationships and supporting economic recovery.

This mission is part of the region's ongoing commitment, as recently demonstrated by the visit to Japan of Valérie Pécresse, President of Paris Region, and Alexandra Dublanche, Chairwoman of Choose Paris Region and Vice-President of Paris Region in charge of Economic Development, Innovation and Attractiveness.

Three key points were highlighted:

1. The legacy of the Paris 2024 Olympic and Paralympic Games
2. The reopening of Notre-Dame in Paris.
3. The centenary of Claude Monet's death in 2026, with a combined tour of Paris, Paris Region, and Normandy.

A Collective Commitment to Recovery

These initiatives demonstrate the collective mobilization of stakeholders in the Paris Region tourism industry, with the support of regional institutions and French embassies abroad. They are part of an ambitious recovery plan, driven by major events (the 2024 Olympic Games, the reopening of Notre-Dame, the Monet centenary) and a renewed and attractive tourist offering.

A big thank you to all the partners and institutions involved in promoting Paris and its region internationally!