Nicole Edenedo
The 2024 Summer Olympics in Paris may have initially softened demand for river cruises in France this year leading up to and during the Games. But make no mistake: France is very much on the minds of travelers.
Demand for river cruises in France picked up again for suppliers who say that the Paris Olympics have given sales a boost after an initial slump earlier this year.
"There was an initial hesitancy and softness, especially with groups because they just wanted to stay away," said Marcus Leskovar, executive vice president at Amadeus River Cruises. "But then the individual bookings came along and that started to fill up some of that space." He said that sailings on the Seine and the Rhone have been nearly full surrounding, and even during, the Olympics.
The events have certainly put a spotlight on travel to Paris, but there is also attention on the cities and towns around the country where events are being held. Some of those include Marseille, Lyon, Saint-Etienne, Nice, Bordeaux and Nantes, many of which are stops on river cruise itineraries or offered by lines as pre- and post-cruise extensions.
The extra attention is providing river cruise lines the perfect opportunity to showcase the best of what they have to offer in France, including what's new.
Avalon Waterways is adding a ship to France's Bordeaux region on the Garonne and Dordogne rivers in 2025, plus four new itineraries, including the eight-day Bonjour Bordeaux: Chateau, Wineries & Charming Villages, which cruises roundtrip from Bordeaux. The itinerary will have guests explore the wine region's historic and cultural roots while also enjoying the line's Classic, Active and Discovery experiences for a more immersive experience.
Just a few days before the start of the Olympics, Viking launched a "Summer of France" website, which aimed to inspire travelers and advisors who are planning trips to the country. The page includes travel guides, destination insights and even French recipes for staples like salad nicoise and macarons. But more importantly, the page lists the range of itineraries Viking has available in France in 2025, as well as pre- and post-extension packages to the French Riviera, the South of France and the Loire Valley.
AmaWaterways is also meeting France demand with more offerings. The company will add two itineraries to France in 2025: The 14-night Grand Seine & Bordeaux from Paris to Bordeaux, and the Grand Seine & Rhone journey from Paris to Arles.
The line also launched an Olympics-themed contest for travel advisors to win an AmaWaterways cruise, and their chances of winning increase with every booking they make between now and Sept. 8, when the Paralympic Games end.
"Every day, millions of people will be watching live streams from many parts of France, and this will undoubtedly bring the destination to the forefront of their minds," said Alex Pinelo, senior vice president of sales at AmaWaterways. "The travel advisor community has a great opportunity to capitalize on France's high profile and earn both great commissions and fabulous prizes."