e-learning program for travel agents

Atout France has launched its new e-learning program for travel agents and tour operators with India being one of the eight pilot markets. Developed at their headquarters, this certification will allow the NTO to create an inner circle of experts – and one lucky agent will win a trip to France this year.

Hazel Jain

Sharing exciting news for travel agents, Sheetal Munshaw – Director, Atout France India, says, “It’s the first time that we have launched a program that is a collaboration, and which has originated at our headquarters. We started with eight countries – mainly long-haul markets – and India is one of the pilot projects. The ‘France Connaisseur’ e-learning program is our first worldwide initiative. In the past, we used to have our own e-learning program, which was specific to our market, whereas this is a certification that will be standardised across the world.”

Explaining the need for a new program, she adds, “So much has changed since the pandemic, even from our end in terms of our products and offerings. Therefore, product knowledge became extremely important to connect with our distribution channel, specially in a country like ours where people still book through travel agents. So, it’s very important that our partners and trade stakeholders have a high level of knowledge where they feel more confident and equipped to be able to sell France. This program will give them an edge.”

France Connaisseur aims to show the diversity of touristic destinations, focusing on local heritage, activities, accommodations and regional gastronomy. It will also help them combine different products together into an itinerary. Tour operators and travel agents are invited to register for it where about 15-odd modules allow them to acquire a France Connaisseur certificate, provided they complete the entire course and obtain a certain percentage of correct answers in the final assessment. One lucky winner will be hosted to a trip to France at the end of this year. “Our aim is to create an inner circle of France experts. Down the line, they will be part of our database of people we will reach out to for various initiatives and campaigns, or invite them to France to showcase different regions or our events in India. The program will also include all of France’s overseas territories like Reunion Island and Tahiti,” Munshaw reveals.

Recovery and numbers

Very unsurprisingly and much as predicted, the recovery was robust, Munshaw adds. “It happened seamlessly and immediately. For us, revenge travel was and is a reality – across the globe, but also from India. In 2018, we received close to 600,000 arrivals from India to France. In 2019, we were close to 700,000. In 2022, we saw 484,000 plus travellers keeping in mind that the first quarter there was no movement because of the new wave of COVID,” she says.

She predicts this growth will continue even this year. “We have been fortunate that Indians have always loved France. This growth is happening not just in terms of numbers but also the evolution of the segment, of the source market. We are seeing Indians from all over India visiting France. That is a huge development for us. Of course, leisure FIT, but we are also looking at groups coming in autumn and winter this year. And then we have M!CE. Contrary to all predictions, this was the first segment to take off with big M!CE movement. We have had some of the biggest M!CE movements in the last one year, including 1,500 plus in August last year with Tata Group and 2,000 pax with Asian Paints this year,” she says.

Weddings ring a bell in France

Another area where France is seeing robust growth is weddings! Munshaw says, “We were always working towards this, and I think the pandemic kickstarted a new trend where France has become one of the most sought after wedding destinations from India. We saw one of our biggest weddings in 2021 with over 900 pax during the time when we still didn’t have commercial flights. This was all through the air bubble arrangement and charter flights. Then we had three other big weddings since then and we have another one in the pipeline. We are really excited about this segment.”