Market spotlight: France

Blaise Borezee
Managing Director
Visit California France

Market performance

In 2025, California welcomed 391,000 visitors from France, representing 24.5% of all French arrivals to the United States and generating approximately $1 billion in visitor spending.

The French market faced headwinds in 2025, including geopolitical uncertainty, rising travel costs and concerns regarding potential ESTA-related privacy measures. As a result, French visitation to the U.S. declined 5.2% year over year. However, performance began to recover in early 2026, with March arrivals to California increasing 2.6% compared to the same month in 2025, outperforming the broader U.S. market, which declined 9.1%.

While first-quarter 2026 visitation to California remained down 3.8% year-to-date, California continued to outperform the U.S. overall, where French arrivals declined 8.0% during the same period.

The euro strengthened 7.3% against the U.S. dollar between March 2025 and March 2026, improving purchasing power for French travelers. With travel costs remaining the primary barrier for 48% of French consumers not planning international leisure travel, favorable exchange rate conditions may help support future demand.

According to Destination Analysts, 47% of French consumers planned to take an international trip within the next 12 months as of December 2025, and 17% were considering travel to the United States — the highest proportion among surveyed European markets. Tourism Economics forecasts California visitation from France to increase 2.9% in 2026.

Air capacity between France and California continued to expand, increasing 5.1% year-to-date through March 2026, reflecting sustained demand and expanded airline service.

Looking ahead, Tourism Economics projects continued growth in visitation and visitor spending through 2029.

Competitive environment

French travelers considering California are typically experienced international travelers with strong interest in leisure travel, culture, gastronomy, outdoor recreation and road trip experiences.

The market is characterized by high-value travelers who tend to stay longer and spend more during their trips. More than half (54%) choose luxury hotel accommodations when traveling internationally. French travelers are often repeat visitors who value flexibility, comfort and authentic experiences. Hotels remain the preferred accommodation type, although alternative lodging options continue to gain market share.

French audiences respond particularly well to inspirational and experience-driven travel content. Key motivators include:

• Road trips and scenic driving itineraries
• California's distinctive lifestyle and coastal experiences
• National parks and outdoor recreation
• Culinary and wine experiences
• Urban destinations and cultural attractions

Sustainability and immersive travel experiences continue to grow in importance, particularly among Millennial and Gen Z travelers. California's iconic destinations, including Los Angeles and San Francisco, remain strong drivers of destination appeal.

French consumers typically plan and book international travel several months in advance and often combine California with neighboring destinations, particularly Las Vegas. Value for money, exchange rates, flight accessibility and air capacity are important factors influencing destination selection and conversion.

The market also demonstrates a strong preference for independent trip planning, with travelers frequently booking flights and accommodations online through supplier websites, online travel agencies, and other digital platforms.

Looking ahead, major global events — including the FIFA World Cup 2026, the 2028 Olympic and Paralympic Games, the reopening of key sections of Highway 1, and the centennial celebration of Route 66 — are expected to provide additional travel motivation and strengthen California's appeal among French travelers.

Visit California programs

Visit California’s France continues to focus on positioning the state as a diverse, inspirational and experience-rich destination through premium media partnerships and storytelling-driven content. During FY25/26, Visit California partnered with Le Figaro Voyage and Louie Media on the third season of the travel podcast Ailleurs, an immersive four-part series highlighting California through themes including sports, food and wine, culture, arts, entertainment, and outdoor experiences. Supported by editorial content, newsletters, social media amplification and a tour operator call-to-action, the program showcases California as a stand-alone destination while promoting road trips, iconic attractions and lesser-known regions throughout the state.

Looking ahead, Visit California will continue exploring future programming opportunities that inspire French travelers through authentic storytelling, cultural connections and immersive California experiences.