A business event to strengthen France’s international visibility
The Rendez-vous en France trade show, organised by Atout France, will bring together French tourism professionals and international buyers in Bordeaux on 23 and 24 March 2027.
This professional event serves as a business development platform, facilitating meetings between French tourism businesses and overseas tour operators.
The 2026 edition attracted nearly 700 French exhibitors and buyers from approximately 60 countries, generating more than 28,000 business meetings.
For hoteliers, tourism operators and destinations, the event provides an opportunity to develop relationships with international distributors, showcase new products and strengthen their presence in travel catalogues and tour programmes.
Registration for the 2027 edition remains open until 11 December 2026.
International tourism distribution faces new challenges
In its announcement, Atout France highlights the changes confronting the tourism industry.
Evolving consumer behaviour, geopolitical uncertainty and changing traveller expectations are requiring businesses to adapt their products and commercial strategies.
The trade show aims to address these challenges by encouraging direct engagement with international buyers.
For hotels, this approach can help diversify source markets, strengthen relationships with tour operators and increase sales to international guests.
The objective extends beyond simply increasing visitor numbers. It also involves improving the geographical distribution of tourism flows, encouraging travel outside peak periods and supporting economic benefits across different regions.
Bordeaux and Nouvelle-Aquitaine at the heart of the 2027 edition
The selection of Bordeaux as host city reflects Atout France’s ambition to showcase the diversity of France’s tourism offering.
Nouvelle-Aquitaine has several complementary strengths, including architectural heritage, vineyards, coastline, gastronomy and natural landscapes.
The region also intends to highlight its commitment to responsible tourism and tourism development that benefits local communities.
Hosting the event provides an opportunity to strengthen the international visibility of Bordeaux and Nouvelle-Aquitaine among tourism distribution professionals.
For regional hotel operators, the event also represents an opportunity to showcase their properties to buyers who may include new stays in the destination within their travel programmes.
Tourism professionals invited to register before 11 December
The trade show is aimed at French businesses and organisations seeking to develop their international commercial relationships.
Participants can present their properties, new developments and tourism products directly to attending buyers.
The event is organised by Atout France alongside several national and regional partners, including Air France, Paris je t’aime, Visit Paris Region and tourism organisations representing numerous French regions.
Registration is open until 11 December 2026 via the official website:
LTH Analysis | A distribution opportunity for French hoteliers
For hotel executives and owners, the main value of Rendez-vous en France lies in its commercial dimension.
As hotels seek to optimise their distribution strategies, diversify source markets and control customer acquisition costs, relationships with international tour operators and distributors remain an important driver of business development.
A B2B trade show of this kind enables operators to meet several potential commercial partners within a limited timeframe, present their products directly and explore new opportunities for inclusion in distribution programmes.
This is particularly relevant for independent hotels, regional hotel groups and properties located in destinations that are less prominent on established international travel itineraries.
Developing new relationships with overseas source markets can help diversify customer segments and reduce dependence on particular booking channels.
However, attending a trade show does not in itself guarantee commercial results. Its effectiveness depends on several factors, including the preparation of meetings, the alignment between hotel products and buyer expectations, and the commercial follow-up undertaken after the event.
At a time when French destinations are seeking to distribute tourism flows more evenly and encourage year-round demand, Rendez-vous en France 2027 represents a business development and distribution platform that hotel operators should consider incorporating into their commercial strategies.
At a Glance
Event: Rendez-vous en France 2027, organised by Atout France.
Dates and venue: 23–24 March 2027, Bordeaux, Nouvelle-Aquitaine.
Registration deadline: 11 December 2026.
2026 figures: Nearly 700 French exhibitors, buyers from around 60 countries and more than 28,000 business meetings.
Objective: Strengthen the international distribution of French tourism products and support more sustainable tourism flows.
Registration: rendezvousenfrance.pro.
