Capitalizing on France’s Travel Boom

With travelling expected to bounce back to pre-Covid levels by 2024, Asian tourists are making their way back to Europe. Coined as ‘revenge travel’, tourists are looking to make up for the time lost caused by the pandemic by booking trips abroad either for leisure or shopping.

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Europe has a variety of destinations to choose from, and the continent remains a sought-after travel destination for Asian travellers looking to explore different cultures. But France represents the go-to destination for many tourists from Asia, with 34% of Japanese mentioning France as their dream destination. Well-known for its culture and globally renowned brands, France’s tourism is expected to grow by 12.3% this year, making it an exciting time for merchants to grasp the opportunities provided by arrivals into the region.

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Captivating Asian Tourists: Unveiling Paris as a Shopper’s Paradise

French merchants are appreciated for the quality and craft of their goods and many tourists visit the country specifically for buying luxury brands, and high-end goods. Paris is a popular destination amongst tourists looking to have a unique shopping experience, and buy the latest designer collections. High spenders are well rewarded with exclusive shopping experiences and personalised promotions, making Paris an attractive destination for high-net-worth individuals. At the same time, the influx of foreign shoppers represents a great opportunity for French merchants to reach new audiences and boost sales. Asian shoppers are welcomed by retailers for their valuable custom, disposable income, and preference towards luxury brands.

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A Centre of Delights: Exploring Cultural Gems and Artistic Treasures

As well as being the home of several luxury brands, France appeals to many Asian travellers due to its gastronomy, rich culture, and beautiful landscapes. Travellers looking to try new activities or explore new locations during their trip have many options to choose from, such as enjoying the Mediterranean seaside, discovering famous art museums, or visiting historical monuments. French culture also plays a crucial role in shaping the country as an influential centre of fashion, cuisine, art, and architecture.

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This has led to France welcoming more foreign visitors year on year, with about 67% Asian tourists classed as recurring travellers. Many tourists have already visited Paris so, on subsequent visits, decide to explore other French regions of interest, such as the Loire Vallee and its Castles, the Mont Saint-Michel, Colmar, the French Riviera or the famous wine regions.?

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In addition, France is recognised for its closeness to Asian culture. France is the second-largest manga market outside of Japan in the world. Paris is also the home of many events centred around Asian culture, such as the July Japan Expo representing Japanese popular culture - it is the largest of its kind in the world. And, Asian cuisine is well represented with many restaurants catering for the cravings of Asian travellers. It is also worth noting that France has the highest number of Michelin-starred restaurants in the world, closely followed by Japan, truly making the country a heaven for gastronome travellers who have refined taste for culinary experiences and seeking out the best dining options.

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Embracing the Buzz: Immersing in France’s Dynamic Events

This year and next, tourism is expected to increase as France is preparing to host a number of high-profile international sporting events across several cities. These events coincide with traditional Japanese holidays for travelling abroad - specifically, the July-August summer break and the ‘Silver Week’ in mid-September. All these means tourism in Paris, and France in general, is expected to exceed pre-covid numbers.

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Sports enthusiasts and travellers from around the world will have the opportunity to witness and participate in these high-profile sporting events. France has a long history of hosting prestigious tournaments and competitions. The events are expected to showcase a diverse range of sports, including ski, football, tennis, cycling, motorsports, and more. Sports enthusiasts, families, and vacationers alike will be drawn to the country's rich sports heritage, world-class facilities, and the lively atmosphere that accompanies such events. France is poised to offer an unforgettable sports travel experience for visitors from around the globe.

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Seizing Opportunities: Unlocking Travellers’ Spending Power

With France expected to benefit from a tourist boom over the coming years, French merchants are well-positioned to welcome new customer and increase their sales in a time when competition is fierce.

Asian tourists should feel confident that they can use their preferred card anytime, and in any given place. It is crucial for French merchants to ensure that they are responding to consumer demand and looking to accept many different forms of payment, especially those from global schemes who are rewarded for using their card and are loyal to the brand.

With over 30 years of presence within the French market, JCB has an extensive knowledge of the payments landscape due to our successful collaborations with key retailers. We’re also pleased to be widely accepted by France’s main travel and entertainment providers, department stores, luxury boutiques, hotels, restaurants, museums, and major sports events. This provides added convenience to JCB Cardmembers looking to use their JCB Card abroad. Finally, JCB Cardmembers travelling to Paris may enjoy unique services offered by the JCB PLAZA Lounge located near the Paris Opera in a major tourist area. This is an exclusive space where JCB Cardmembers can take a break amid the hustle and bustle and enjoy a relaxing moment with their loved ones in the heart of Paris.

As France remains a favourite destination for Asian travellers, catering to their needs will prove important. It all starts with ensuring their preferred payment choice is available: Here at JCB, we aim to work closely with merchants and bank partner acquirers to increase JCB Card acceptance for all JCB Cardmembers travelling to Europe.